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 !!