A Case Study on Electric Car Reva (- I don

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A Case Study on Electric Car Reva(- I dont
pollute when I commute)
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• Preed By
• Adil Khan
• Juhi Vaswani
• Shikha Poddar
• Denver Pinto
• Vivek Pandey
• Kunal Tanna
• Mallika Shetty

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Indian Passenger Car Industry

• Until late 1970s the Indian Passenger Car
  Industry had a limited choice
• HMs Ambassador and
• Premier Automobiles Padmini
• In 1981, a Joint Venture between MUL and Suzuki
  Motor Corp. got the Indian car market roaring.

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Introduction

• Electric Car Reva
• Launched in Bangalore, in May 2001.
• 1st ever battery driven car
• Priced competitively at around Rs. 0.2 million
• Its immediate competition was Maruti 800

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Indian Passenger Car Industry(Market Share)
SEGMENT MODELS APPROX MRKT SHARE (1999 - 2000)
Economy (up to Rs. 0.25 million) Maruti Omni, Maruti 800 46.8
Mid-Size (Rs. 0.25 0.45 million) Hyundai Santro, Tata Indica, Wagon R, Zen 43.1
Luxury (Rs 0.45 1 million) Honda City, Mitsubishi Lancer, Ford Ikon 43.1
Super Luxury (Above Rs. 1 million) Mercedes Benz, BMW, Audi 10.1
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Distinct Features

• Environment friendly car, electric run and non
  polluting
• Easy to drive
• Small Size Elegant
• Stable and safe driving
• Hassle free Maintenance(No Engine, carburetor
  etc)
• City Car- Mobility
• High Value for money for users and environment
• Affordable personal Transportation-Daily
  Routines
• Saving during usage
• Progressive Innovation

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Positioning Strategy

• Positioning Ideal Second Car for Housewives ,
  Professional and Students
• We Dont agree with Companys Approach
• Incorrect Positioning not using the USP to the
  core i.e. Eco friendly
• Generic Target- No Specific Target Group
• Not used proper means of advertisement could
  rope in Brand Ambassadors
• Celebrity in advertisement could have helped
  sales

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Challenges Faced

• Change in Attitude
• No Electric recharge stations in India
• Initial low Sales
• Low Consumer awareness
• Low Top Speed(60KM/hr)
• Small Driving Range(up to 80KM)
• Less spacious as compared to Maruti 800
• Market size Over estimated
• Lacked Practicality convenience of an everyday
  car

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Recommended Strategies

• Awareness about helping the environment
• More Service Stations
• Improve the speed efficiency of the car
• Change the Space dynamics
• Have a Specific customer base Middle Upper
  middle income groups
• Expand the sales by targeting
• Tier I Cities
• Huge congestion on the roads
• Lack of parking space
• Tier II Cities
• Targeting the middle income bracket Working
  Population
• Targeting women ease of driving

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Conclusion

• Reva is in a totally different market segment,
  being marketed as a personal city car
• The Success of Reva depends upon
• Whether they can mass produce
• Ensure reliability and good performance at
  reasonable costs by removing the noise level
  increasing seating capacity

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THANK YOU !!