MARKETING PLAN FOR ATHER S340EGMP33 BATCH, IIMB

EGMP33156 Pritwin Peter

EGMP33159 Rajesha Maiyya

EGMP33160 Rakesh G. S.

EGMP33163 Ravi Vaikuntachar

EGMP33180 Srivatsa R.

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72.5 Lakh 74.4 Lakh 93.7 Lakh 1.2 Crore 1.3 Crore 1.4 Crore 1.5 Crore

2007-08 2008-09 2009-10 2010-11 2011-12 2012-13 2013-14

Units % of Scooters

SCOOTER MARKET INDIA STORY

• Growing Trend of Two Wheeler Market• Increasing percentage of Scooters in 2Wheeler segment• Alternative against conventional scooters

Source

ATHER ENERGYGAME CHANGER..!!!

Electric scooters do not registration from RTO’s. This would create legal issues. The vehicles are not covered legally possibly not insured. Following issues need to be addressed.• Easy Trading , unlike registered vehicles • Accountability if an accident occurs• Disposal of expired battery

Source

ATHER ENERGYWHO ARE WE

• Ather Energy is a Bangalore Based Startup• Incubated at IIT, Madras • First funding from IIT Madras – INR 45 Lakhs• Flipkart Adopted and Funded – USD 1 Million, helped redefine the scooters• Second Round of Funding – USD 12 Million, Production and testing

WEAKNESS• Startup with zero presence in Indian Giant Two Wheeler Segment• Hindrance in replacing the existing After Service model• High Vehicle cost for new entrant; twice the price of competition• Customer mindset negative due to slew of failed EV’s• Strong Competition from established OEM’s• Potential Acquisition by OEM due to Financial Muscle Power• Non availability of Test Drive experience for new customer

ATHER ENERGYSTRENGTHS vs WEAKNESSSTRENGTHS• Leveraging Existing Sales and Distribution network of Flipkart• Significant cost Reduction due to Digital marketing since offering

targeted for Metros and young generation• Lightest Two wheeler in Indian Market with contemporary styling• Government subsidy of up to Rs 28,000 (FAME) bringing in reduced

price to customers• Vehicle specification improving usability: 100 km mileage & 70km/hr

VS 50 km mileage & 40 Km/hr offered by current competition

ATHER : S340 ENGINEERED BEAUTIFULLY..!!!

• Top Speed 75KM/hr

• Equivalent top speed as Petrol Scooters

• In par to the Maximum city Drivable Speed

• Electric Scooter• Free from Fuel

prices• Lithium Battery

lasting upto60000KM

• 10 X Battery compared to other Electric Scooters

• Charges 8 X time faster

• Android Based personalized dashboard

• Navigation System –Unique Feature in any two wheeler

• Theft Protection

• Swift Pick up 0-60 in 11Sec

• All in 15 Kg of Weight

ATHER : S340 FUTURISTIC SCOOTER..!!!

ATHER : S340“GO SCOOTRIC..!!!”

ATHER : S340 Online Order & Door DELIVERY..!!!

• Launch Date 1st May 2016

• Order your Scooter Online

• Door Delivery by Flipkart

• After sale service at your door step

Proposed View on Flipkart page for Ather S 340 order placement

ATHER : S340 AND OTHERS..!!!

• Existing Indian OEM offering EV products likeHERO Electric Ampere Yo EXL

• Petrol two wheelers – a known devil in the eyes of customerHonda Activa TVS Scooty Vespa

ATHER : S340LIGHT ON YOUR POCKET..!!!

S340 Ex Showroom Delhi Price INR 99999.00

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Ather S340 Yamaha Ray HeroPleasure

Vespa Suzuki Access TVS Scooty Honda Dio Honda Activa

Insurance*

Road tax

Fuel Cost *

Vehicle Cost

• Mileage 60KM/Lt , Total KM considered 60000 KM• Insurance cost considered for 5 years, and Petrol cost as 70 INR /L• S340 calculation 2.5 Units for 8hours full charge giving 75 KM drive , 2,5 units cost INR 10

Lowest in the Class for 5 years*

ATHER : S340vs EV’s

Models ATHER S340 Yo EXL Hero Photon

Battery Life 60000 KM 50000 KM

Battery Recharge Cycle 1.5 Hr 6-8 Hr 8 Hr

Top Speed 75 Km/Hr 50 Km/Hr 45 Km/Hr

Range Upto 100 Km Upto 55 Km

Acceleration 0-60 in 11sec NA NA

Sale Online Dealer Showrooms Dealer Showrooms

After Sale Online Dealer Service Dealer Service

Mobile Sync Android NA NA

Weight 15 Kg 128 Kg 111 Kg

Appearance Gen NXT Outdated Outdated

Connected FeaturesNavigation & Theft

Protection NA Anti Theft

Price ( INR) 99999 50171 52790

ATHER : S340FOR YOU..!!!

• Age Group • 18-35 years

• Short Distance Travelers • 60-100 KM/Day

• Commuters to: • Office• Institutions like Schools, Colleges etc

• Techno & Environment Lovers• First Android Sync ability• First Personalized Scooter• First Navigation & Theft Security Enabled Scooter• Eco Friendly but better than Petrol

• CLEAN, SMART AND “CONNECTED” GENERATION

ATHER : S340MARKETING SCHEDULE

Launch on 1st May

2016

DIGITAL MARKETINGCURIOSOTY GENERATION• FACEBOOK• TWITTER

PRINT AD Leading

Newspaper

Jan 2016

AUTO EXPO’s

PRE BOOKING• On

Flipkart

PROMO &TEST DRIVE CAMPAIGN

EV FUTURE

Press Conference and PRActivities'

My Next Scooter

Campaign

Corporateand

Colleges Roadshow

Eco Bikers Club

Launch

Customer Voice

Campaigns

Referral Campaign

COMING SOON

THANK YOU