LAUNCHING OF E-BIKE

By- KUMUD,RAJESH,RAHUL

AUTOMOBILE INDUSTRY IN INDIA

India is the second largest manufacturer of two-

wheelers in the world

Indias automobile sector consists of the passenger cars

and utility vehicles, commercial vehicle, two wheelers and tractors segment In the two wheelers segment, the sales volumes of Hero Honda, Bajaj Auto and TVS Motors constitute around 80 percent of the total sales

Two-Wheeler Sales (India)

Electric vehicles
Yobykes
EKO vehicle REVA

These vehicles failed to make definite market why?

underpowered performance, the heavy weight of batteries, which consequently drags the performance even further
poor driving range per charge of the batteries and inability to offer all the devices that gasoline/diesel powered cars offer The industry requires consolidation and proper marketing.

Demand Drivers
Increased availability of cheap consumer financing in

the past 3-4 years Increasing availability of fuel-efficient and lowmaintenance models Increasing urbanization, which creates a need for personal transportation Difference between two-wheeler and passenger car prices, which makes two-wheelers the entry level vehicle

SEIKO POWER LTD

Company Profile: NAME: SEIKO Power Ltd.
PROMOTERS:

KUMUD,RAJESH,RAHUL

PRODUCT:

Unique Battery Operated Bikes, Environmental Friendly

PROPOSED MODELS: Electro Scooty

Electro Rick

Introduction
Company is setting up an auto project for

manufacturing of an innovative and conceptual product viz Electric scooty and rick. The project will have great significance in the present day context of increasing pollution due to auto emission Its products manufacturing will commence in northern ,eastern and western parts of the Indian market

Business strategy
Our business strategy will include the determination

of the most beneficial product market in term of establishing itself in this new product segment. The most important factor for the success of Dazzel Ltd. brand is the perception of the consumer and to what extent it can build a positive image in the consumers mind It is important for us to adopt a different strategy for the Indian market since it is composed of quality buyers as well as those who will buy for their family

PRODUCT MARKET
First market Penetration Second Product expansion

Third Market expansion

Fourth diversification

Competitor analysis
Need of comparison: Consumer mindset Market share SWOT analysis
The Indian automobile market is currently estimated at a modest

Rs. 504bn. It is projected to grow at 16% annually.

The Hero Honda dominates the market with a combined share of

48% it a veritable giant in the industry. TVS and Bajaj Auto are tied at 23% each according to ORG estimates.

Environment Analysis
High initial launch cost
Marketing driven Market research

Brand equity
Distribution network

Marketing strategies
The concept is to make the product different from those of its

competitor. When we look at the Indian two wheeler market we see that the leaders Hero Honda has constantly maintained its market leadership by constantly differentiating on the basis of newer products, newer slogans like Jet Set Go And coming up with line extensions with regular frequency. The only alternative for SEIKO Ltd. to survive in this industry will be to differentiate itself. This differentiation could be on the basis of the marketing mix. (Product, Price, Promotion, Place) Thus, as per the different factors of marketing mix 4 Different strategies are made to market in the developing cities in India

Price Based Marketing Strategy

As SEIKO Ltd. will be introducing Electro Scooty designed exclusively for Students, Females, Veterans and Disabled, discounts will be given to
the buyers on cash purchases.

Promotion Based Marketing Strategy

To derive success in the Automobile two wheeler segment it is important to have a good promotion strategies and after sales service channel.
Would promote through Live Demo at schools and colleges in small cities, Hoardings and Newspaper ads, FM radio etc than on TV.

Brand Name
The name of a company will also help to differentiate itself and build image in the long run. When SEIKO Ltd. will first come to the Indian market as a electronic battery operated two wheeler manufacturer it will try to use its international name to pierce the Indian market and revolutionize the two wheeler market. This has been hardly been the case in the launch of the motorcycle segment. SEIKO Ltd. will leverage on its international name in order to attain competencies.

Target Market
Electro Scooty Electro Scooty is specially designed for the Students and Female Customer Group aged between 15 35 years due to the following features:
Light Weight, Extremely safe and reliable to drive, Front & Rear

Hand Brakes, Side Stand Low maintenance, Auto Start Pollution noise free two wheeler Comfortable Seating Arrangement With latest R&D the battery is charged in less hours and giving more o/p.. Replacement life is about two years..less expensive No Drivers License require, No Registration Required.

PROMOTIONS
Push promotion strategy involves getting the retailers/dealers to vouch for your product by giving them larger profit margins and giving them incentives for the number of sales of your product that are made from their shops/showrooms.
Pull promotion strategy involves promoting your product on a very large

scale and making it visible on the market, thus raising the customers
curiosity about the product and hence inducing them to buy it.
Road Shows: The company plans to stage road shows, to display vehicles in the pavilions during various college festivals, like Malhar, Space,

Indigo, Bhavams etc.

Television advertisements

The tag line of SEIKO Ltd. Will be

FEEL THE POWER AND PRIDE.....

After Sales Supports Strategy

Maintenance
Proper care & maintenance are paramount for trouble free operation & optimum performance for every Motorcycle. SEIKO Ltd. offers 6 free services on its motorcycles. The customers must avail these services after purchase within a year or as per the below mentioned km range, whichever is earlier: First Free service By 500 kms Second Free service 500 - 1500 kms Third Free service 1500 - 3500 kms Fourth Free service 3500 - 6500 km Fifth Free service 6500 - 9500 km Sixth Free service 9500 - 11500 km

Pricing strategy
The Actual Cost of Production of our ELECTRO SCOOTY

Our Manufacturing cost

Rs. 15400 -----------------------The profit earned By Manufacturer is: 31% (i.e. 4774) -----------------------Retailers buys From manufacturer is: Rs. 20174/-----------------------The margin to Retailers is: 13% (i.e. 2622) -----------------------Market cost of the Product: Rs. 22796/-

Thank You