Marketing Strategies Of Reva Marketing Essay

change Strategies Of Reva Marketing EssayThe positioning statement will compound accordingly. The tar crush trade is first identified by doing segmentation. Then not however in one or two cities but a gamut of cities across the totally of India are targeted. This is done by collaborating with the dealers across cities. The partnership with Mahindra self-propelled concourse will come in handy at this juncture, not only by leveraging the established trusted dealership network of Mahindra Automotive group, but as well with the help of fresh infusion of funds in this cash strapped venture. Appropriate positioning the product across these cities privy potentially maximize sales. In this food commercializeing strategy, we shall also take into account the node inertia that the railway car will face, not only because it is the first of its anatomy but also because it would be difficult to get people to change their style of driving from petrol cars to galvanizing cars.In the current theme scenario any(prenominal)body who is buying a car has two things in their mind, fuel prices and manoeuvrability. On a bigger sense carbon cull print they lend bottom is also a concern. This is where REVA fits in. At 40 paisa/km it is out-of-the-way(prenominal) cheaper than any gasoline fomite and they leave no carbon foot print. galvanizing and hybrid cars are the cars of the future. In a growing deliverance like India where purchasing power of people increases and awareness of going thousand is increasing a car like REVA as huge merchandise. REVA is doing super well in UK and other(a) European countries but its market mathematical operation is below expectation in India. This is mainly because of wrong segmentation, positioning and the habitual image of car among public. It is one of the least advertised automobile in India. In current light of REVA being taken over by Mahindra Mahindra, we expect there will be a huge disturb in the strategic positionin g and making the brand REVA. This is where our brand excerption becomes relevant.In this project we are trying to come with a fit STP analysis and a market plan to make REVA a mass brand in India. This is the same path on which Indias biggest incorporated house MM is also working. MM vision is to make REVA a mass brand and position it as an affordable vehicle. The rationale behind choosing REVA is it is very much industry relevant and it is more or less(prenominal) a live project.The REVA Electric Car Company (RECC) was incorporated in 1995 as a joint venture between the Bangalore based Maini radical and AEVT Inc. of Irvindale, California, to manufacture eco-friendly, cost-effective electric vehicles for city mobility. The RECC is located at the Bommasandra industrial Area, Bangalore. The company has an installed capacity of 5000 units and employees over 180 people. An advanced flexible group line proceeds technology ensures high productivity at demean breakeven volumes. The Research and Development unit has DSRI recognition for further indigenization and explainment of succeeding(a) generation electric vehicles. With Mahindra Group taking controlling stake in the company, the completion of new plant and fresh fund infusion would expedite the development pace of world class electric vehicles.CustomerThe privation of print and TV advertisements have left the company rely on early adopter reviews and word of mouth marketing. The news in media is also another form of film which the company relies upon in reaching to the customers. The dreary sales of REVA show that the customer is not well informed to be coerced into the buying decision. The gender profile of the customers shows that 49% of current customers are women in urban centres. The demographic profiling provides no specific bias of any particular age group customers. The elderly has adopted the car due to the ease of driving to a large extent. The customers look at it as a second car rather than a primary car. collaborationistThe controlling stake holding by Mahindra Group has devoted a new direction to the vision of RECC. The plan for small batch production schedules in collaboration with suppliers will have a cascading effect in the fortunes of company. The most important factor in the tie-up would be the showrooms and dealerships of Mahindra which can be accessed by REVA. This is instrumental in getting the relevant exposure in the absence of significant advertising campaigns. The internal RD activities will get a boost with the establishment of a joint-venture by Mahindra and Nissan.Competition before long there are no direct competitors for REVA in the electric vehicle segment. Players like Bajaj, Renault, and Toyota are planning to rollout electric cars in India. Comparing with other fuel based vehicles, Tata Nano and Maruti Alto can be considered as competitors in price bands.The prospective competitors, both domestic and foreign are given below.Domestic player sAJANTA GROUPThe Morbi-based world famous clock-maker Ajanta group is the new freshman in the small car sector. The company is planning to manufacture an electric car at its Samkhiyali unit in Kutch district and market it at a price lower than Rs 1-lakh Nano. The company is already into manufacturing electric scooters and bikes under the name Oreva. The technology is almost similar and a major(ip) per cent of its parts can be produced in-house, which will give them an asperity over the vehicles pricing.TATATata Companys chairman, Ratan Tata, has, on two occasions talked about his companys plans to develop an electric car. At the companys annual meeting last year, he give tongue to that they were developing an electric car. In June 2009, at the Cornell Global Forum on Sustainable Global Enterprise, Tata suggested that his companys electric car would be in the market by fall of 2009. Tatas distribution network would give its electric car an immediate advantage. Mahindra Mahindra is planning a four-seater electric car in 2010. Tara Tiny, an Electric Vehicle from Indias Tara International and Chinas Aucma, plans to retail at Rs. 99,000 -which is lower than even Tata Nano. remote playersVOLKSWAGENEuropes largest car manufacturer Volkswagen, is all set to entrap the electric reading material of Volkswagen Polo. The Volkswagen Polo is the most successful hatchback car in Europe and Volkswagen tardily launched its Indian Version. Volkswagen is all set to capture the market segment by launching not only Electric Polo, but a totally new range of electric cars. The German car maker is succeeding(a) a planned and meticulous strategy in India. They will be launching E-Golf sometime in 2013, which will then be followed by the launch of E-Jetta. Volkswagen also announced that the company has plans of launching an electric vehicle which is affordable for users from various segments. The key to an efficient electric car is a strong Lithium-ion battery, for which VW h as collaborated with Japanese companies such as Toshiba Sanyo. VW is also planning an LPG launch of its Polo which will have a 1.4 Litre engine and will give-up the ghost on both petrol and LPG. Currently the Polo petrol version cost around Rs.5 lakh to 7 lakhs. However we can expect the electric cars from Volkswagen to be priced competitively.RENAULTRenault already has an impressive lineup of existing Electric Vehicles, EVs selling in many countries, These EVs include Kangoo (goods moving vehicle), Zoe (mid-sized sedan) and Twizy (two-seater concept car) which was also displayed at the Auto Expo 2010 at Delhi, India in January 2010. French auto major Renault is also look at launching zero-emission electric vehicles in India by the middle of the decade. The company also plans to manufacture up to 500,000 units of electric vehicles (EV) globally by 2014. The company will first bring cars to India. These will be completely built units (CBU) but may look at local assembly of manuf acturing later.The company plans to introduce the car in the European market post 2012.All these Renault models will use lithium ion batteries. While Twizy has a oneness charge mileage of 100 kilometres, Fluence and Kangoo will run up to 140-160 kilometres in a single charge. They are in discussions with the Delhi state government to fall all details regarding special incentives for EVs, like tax benefits. The company is looking for tie-ups with local electricity authorities in India.