Marketing Plan- eVerito (Mahindra Electric)

Group 2
Arti Pateriya (1914057) Avinash Kumar (1914038)
Sagar Raj (1914059) Niraj Agarwal (1914001)
Anurag Doshi (1914021)
 • About the Company and why we chose it!
• 5C Analysis
• Segmentation, Targeting, Positioning and Differentiation
Contents • Marketing Mix- 4P’s
• Branding, Customer acquisition, Retention & Relationship
Building
• Suggestions to Improve Brand Performance
 About the Company
• In 2010, Mahindra & Mahindra acquired Reve Electric Company (founded
in 1994)
• Rebranded to “Mahindra Electric Mobility” in 2016
• Mahindra Group’s vision of the Future of Mobility – a sustainable
automotive ecosystem that brings mobility solutions to customers across
the world.

Why we chose it?

• Lack of awareness among citizens about EV and its benefits
• No visible player in the market such as Tesla in USA which can bring
disruption
• There are claims that there will be hardly any EV on Indian Road by 2023
• Mahindra has the first movers advantage
• Switching to Electric Vehicles from conventional Vehicles can help in
reducing Carbon Monoxide emissions
• Opportunity to understand obstacles in adoption of EV
 5C Analysis

Company Competitor Customers

• Well established brand in India
• First Movers advantage
• New Plant under manufacturing for EVs
in Pune
• Technical Superiority advantage
• Products: Hatchback, Sedan and Rikshaw
in EV
• Existing- Tata Tiago & Hyundai Kona
• Offers better range than eVerito
• New Entrants- Kia is setting up plant
in Telangana
• All new strategies are focused on EV
• Predominantly Urban Class
• Already owns at least one vehicle
• Environmentally aware and early
adaptors

Collaborators Context
Back End • Subsidy driven initiatives by Govt.-Fame
• Lithium battery manufacturers from II in 2019
Korea and DC motor manufacturer from • Environmental issues in Tier 1 cities
China and increase in awareness about
Front End Environmental crisis
• Existing Dealer Network, Fleet Service • Lack of Infrastructure and Skill Level
Providers, Government Agencies
 Market Segmentation
Electric Vehicle
Market Segmentation

Geographic Demographic Usage Psychographic Behavioural

Age- 20-35 Lower

Tier-1 Income Intracity Experiencer Enthusiasts
(Millennials)

Lower Middle Cab drivers Traditionalist

Tier-2 Age 35-50
Class Innovators

Education- Upper Intercity

Tier-3, Sedan
≥Graduate Middle Class Ideals
Rural
Second (Believers, Thinkers)
Vehicle
Less Educated Hatchback
High Income First time Car Achievement
Owner (Achievers, Strivers)
Women
Premium

Men
Segments not targeted Present Target Segments- ME
 Targeting

Currently
selling in six
states
across India
 Identification and Analysis of Competitors

Competitive Frame of Reference POD and POPs Feature set comparison for EV
Industry View: eVerito Tigor EV
▪ Competitor set in the EV space is • Point-of-differentiation: At launch in
2016 and through 2018, eVerito’s blend e2Go Plus Kona
currently limited to three brands -
Hyundai’s Kona, Tata’s Tigor EV and of performance, technology features,
e2Go Plus and size set it apart from the only other 4
Price

▪ Several proposed brands are in the EV in the segment, e2Go. 3 Performan

Brand
ce
offing, which should raise the number • Points-of-parity: eVerito’s price, range, 2
to at least seven by the end of 2019 and styling is comparable to Tata Tigor 1
Market View: EV, the newly launched four-seater 0
Style Feature
▪ Competes with products that satisfy sedan in the same category.
the need for mobility solutions. • With newer competitors on the block,
▪ Set of actual and potential eVerito’s PODs have been eroded, and Size Range

competitors include conventional unless the product is substantially

automotive brands and other modes updated to match competitors, it risks
of public transport. market rejection.
Positioning

• eVerito is positioned as a basic electric

sedan, that is targeted towards buyers
looking for acceptable performance at a
reasonable price.
• We believe that this positioned was
motivated by Mahindra’s desire to capture
the fleet market as a first mover in 2016.
• However, online cab aggregators have
been slow to adopt EVs and corporate
fleet demand has been lacklustre.
• With competition from newer players
which eVerito will have to be repositioned
as offering higher value to institutional
buyers, especially through improved
designing, range extension, and warranty
and service augmentations.
 Marketing Mix- 4P’s
Product
• Total 6 variants in 2 colors-C2,C4,C6 &
D2,D4,D6 Promotion
• Range: up-to 140 km
• Features: Zero Emission, Regenerative • Very less spending on advertising
Breaking, Direct Drive, Hill Hold • No celebrity Brand Ambassador or
• Warranty: attractive commercials
• a) Battery: 3 years/36000 km • Presence across all social
• b) Car : 2 years/40000 km networks- Instagram, Twitter, FB,
• Cost Benefits: Less than 1 INR/Km LinkedIn but very few followers
• Other Benefits: • Active promotion by Anand
• Fast Charging : Less than 90 min Mahindra across all platforms
• Real time updates through NEMO • Online Blogs by top level
platform executives to improve awareness
• Revive Technology up-to 8 km but very few hits
• Telematics: Tracking 190 vital
parameters for remote monitoring and
diagnostic

Price
• D6 model launched at 11.47 Place
Lakhs & D2 at 11.11 Lakhs • 1-Level Marketing Channel
• Due to FAME II initiative, price and Push Sell Strategy
was cut by 80000 INR • Only 50 Dealers for selling
• Total cost of ownership is eVerito where as 700+ dealers
10Rs/km where as it is 11 to 12 for conventional cars
Rs/km for other comparable • Sold at existing outlets only-
vehicles No separate brand
Branding
Brand Promise:
Provide consumers Environment friendly transportation through
power and drive chain technology and electric mobility solutions.

Marketing eVerito
“Silent, Smooth & Suave; India’s First
Electric Sedan!”

Brand Equity:
• ME has encashed its first mover advantage as EV manufacturer in
India.
• It is currently perceived as powerhouse in the development and
production of Electric vehicles
• Consumer intuitively relates EV to Mahindra which is the
Mahindra’s greatest brand equity
 E-Verito BAV model:

Energized differentiation: E-Verito is seen as different

from others in terms of power, performance, styling and
statement.
ME/eVerito
Relevance: E-Verito reflects company’s brand appeal and
transfer it to its consumers.

Esteem: Consumers have appreciation for E-Verito brand

Knowledge: The knowledge about E-Verito brand yet to be

penetrated deeply into the market. Given the government
and company’s initiatives, it wouldn’t be long before the
brand is recognized

Brand enhancing Collaborators

Partnering with OLA, Uber, Zoomcar to enhance its brand
equity in commercial market segment- corporate commute,
fleet solutions and last mile logistics.
eVerito Brand values identified
Customer Acquisition, Retention and
Relationship Building
Focusing on fleet owners & service providers
• Tie up with fleet owners such as Zoom car, BLU SMART App and
OLA to supply e-cars for delivering mobility as a service
• investment for installation of charging infrastructure by the
service players will lead to customer ease.
• development of new high-end electric powertrains, motor
controllers, systems integration and battery technology by ME
to improve its product model.

Tie up with Govt both central and state.

• Ties ups with ESSL and GOI to supply buses and passenger EV,
thus enhancing players the EV eco-system

Cost reduction of the e-vehicle by partnering with various big

players
• Partnership with Ford and SsangYong to reduce product
development costs, operation cost and get larger economies of
scale.
• Solution to challenge for middle class customer is the cost of
acquiring EV at a cost below 7 lacs.
Customer Acquisition, Retention and
Relationship Building
Increase in Product Lines & Line extension to Improve visibility:
• Enter the electric auto rickshaw and commercial bus space.
• Mahindra is targeting electric 3-wheeler segment by launching e-
alpha mini and the Treo.
• a new model in every segment. It already has e-Verito in sedan
section and it will launch KUV- 100 in the SUV section by mid-2020.

NEMO Platform:
Mahindra uses NEMO platform to provide regular updates about the
vehicle to its users. This helps them to gather data for further
improvements.
Survey Results
Survey Results
Improving Brand Performance
4A’s Model

Affordability Acceptability

Availability Awareness
 Acceptability Affordability
Positioning: Improve Return on Investment:
Position eVerito’s improved version at Upper • Instead of reduction in prices, placing eVerito as
Segment of the Society as Premium Car premium Sedan with better range- Improve
willingness to pay
Product: • Be prepared to bear losses for initial few years.
A) Variants: Differentiate Fleet eVerito from
Personal use eVerito
B) Features: Only 2 colors are available which are
mostly affiliated with Fleet Users
Accessibility
C) Over the Air Updates
• Fast Charging points at public spaces such as malls
D) Interior: Considerable changes required in
,petrol pumps, Housing Societies and also create
Dashboard and drastic improvement in Audio
revenue model
System
• Battery swapping options at designated stops
E) Range: Improve range up-to at least 300km.
• Online selling of eVerito as premium product with
F) Return Policy if not satisfied with the product.
customization option
• Collaborate with other Battery Manufacturers and
EV makers to create standardized Ecosystem
 Awareness
Dealer Networks
• Place eVerito across all Dealers and display it along it Mahindra’s Flagship Products
• Educate Sales Team of Dealers and make them believe in the product

Campaigns:
• Tie up with various contemporary campus so that product placement would immediately connect with people
e.g. Rally for Rivers
• Use Celebrity brand along with existing Mahindra’s Brand to develop separate sustainable brand for EV

Advertising across all platforms:

• Tie ups with trending Web Series as Tiago did with “Tripling”
• Use content advertising to improve the connect with people

Direct Marketing:
• Anand Mahindra should ensure that he travels in eVerito within the
city to ensure that he believes in the product as Elon did.
• eVerito should be extensively used for Govt. officials travel as mots of
their travel is within city (less than 100 km)
 Thank You !!

You didn’t
allow me to
set up plant
in India!