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    A Case Study On Electric Car Reva (-I Don'T Pollute When I Commute)

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    Khan AdilSalim
    This document discusses the electric car Reva, which was launched in India in 2001. It was the first battery-driven car in India, priced competitively against the popular Maruti 800. However, the positioning strategy of targeting housewives, professionals and students did not fully leverage Reva's environmental benefits. Challenges included low initial sales, consumer unawareness of electric vehicles, and limited driving range. Recommendations included improving awareness of environmental benefits, expanding the charging network, and targeting middle/upper income groups in major cities to boost sales. For Reva to succeed, it must mass produce reliably while addressing issues like noise levels and seating capacity.

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    A Case Study On Electric Car Reva (-I Don'T Pollute When I Commute)

    Uploaded by

    Khan AdilSalim
    122 views11 pages
    This document discusses the electric car Reva, which was launched in India in 2001. It was the first battery-driven car in India, priced competitively against the popular Maruti 800. However, the positioning strategy of targeting housewives, professionals and students did not fully leverage Reva's environmental benefits. Challenges included low initial sales, consumer unawareness of electric vehicles, and limited driving range. Recommendations included improving awareness of environmental benefits, expanding the charging network, and targeting middle/upper income groups in major cities to boost sales. For Reva to succeed, it must mass produce reliably while addressing issues like noise levels and seating capacity.

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    Electric car - Reva- Final

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    This document discusses the electric car Reva, which was launched in India in 2001. It was the first battery-driven car in India, priced competitively against the popular Maruti 800. However, the positioning strategy of targeting housewives, professionals and students did not fully leverage Reva's environmental benefits. Challenges included low initial sales, consumer unawareness of electric vehicles, and limited driving range. Recommendations included improving awareness of environmental benefits, expanding the charging network, and targeting middle/upper income groups in major cities to boost sales. For Reva to succeed, it must mass produce reliably while addressing issues like noise levels and seating capacity.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    122 views11 pages

    A Case Study On Electric Car Reva (-I Don'T Pollute When I Commute)

    Uploaded by

    Khan AdilSalim
    This document discusses the electric car Reva, which was launched in India in 2001. It was the first battery-driven car in India, priced competitively against the popular Maruti 800. However, the positioning strategy of targeting housewives, professionals and students did not fully leverage Reva's environmental benefits. Challenges included low initial sales, consumer unawareness of electric vehicles, and limited driving range. Recommendations included improving awareness of environmental benefits, expanding the charging network, and targeting middle/upper income groups in major cities to boost sales. For Reva to succeed, it must mass produce reliably while addressing issues like noise levels and seating capacity.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 11

    A CASE STUDY ON

    ELECTRIC CAR REVA


    (- I DON’T POLLUTE WHEN I
    COMMUTE)
    Preed By
     Adil Khan
     Juhi Vaswani

     Shikha Poddar

     Denver Pinto

     Vivek Pandey

     Kunal Tanna

     Mallika Shetty
    INDIAN PASSENGER CAR INDUSTRY

    Until late 1970’s the Indian Passenger Car Industry


    had a limited choice –
    1. HM’s – Ambassador and

    2. Premier Automobiles – Padmini

    In 1981, a Joint Venture between MUL and Suzuki


    Motor Corp. got the Indian car market roaring.
    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


    INDIAN PASSENGER CAR
    INDUSTRY
    (MARKET SHARE)
    SEGMENT MODELS APPROX MRKT SHARE
    (1999 - 2000)

    Economy Maruti Omni, Maruti 46.8%


    (up to Rs. 0.25 million) 800

    Mid-Size Hyundai Santro, Tata


    (Rs. 0.25 – 0.45 million) Indica, Wagon R, Zen
    43.1%
    Luxury Honda City, Mitsubishi
    (Rs 0.45 – 1 million) Lancer, Ford Ikon

    Super Luxury Mercedes Benz, BMW, 10.1%


    (Above Rs. 1 million) Audi
    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
    POSITIONING STRATEGY
    Positioning: “Ideal Second Car for Housewives ,
    Professional and Students”

    We Don’t agree with Company’s 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
    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
    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
    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
    THANK YOU !!

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