1. A Case Study on Electric Car Reva (- I don’t pollute when I commute)

2. Preed By Adil Khan Juhi Vaswani Shikha Poddar Denver Pinto
Vivek Pandey
Kunal Tanna
Mallika Shetty

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

4. 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

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

6. 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

7. 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

8. 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

9. 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

10. 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

11. THANK YOU !!