ATHER ENERGY

Group 08
 Group 08

Rohit Sardar Gayatri Rose Pakki Prajwalitha Jahnvi Patel

Jakkapu Sravanthi
MBAA22058 MBAA22028 MBAA22086 MBAA22044 MBAA22033

Sakshi Sharma Ankita Chowdhury Ishwarya Ravi Shourya Mehrotra Snigdha Mehta
MBAA22060 MBAA22011 MBAA22032 MBAA222067 MBAA22071
1. SWOT Analysis
Strengths:
● EVs customised to Indian conditions and
riding sensibilities.
● Speed and Range at par with petrol
scooters. (Top speed 80 kmph, Range 75
kms)
● Helps in reducing motor vehicle pollution.
● Direct B2C relationship without dealers
Opportunities:
● Government promotion for EVs to cut
down on pollution and giving subsidies and
tax incentives.
● Smart EVs manufacturers.
● Reduction in imported goods used in
manufacturing over span of time.
Weaknesses:
● 4-5 months waiting period for delivery of
either model of scooter.
● Large dependency of import parts and
batteries from other countries
● Lesser number of charging stations
● Lack of awareness of EVs in rural areas
Threats:
● Competitors with low cost and better
models of E-scooters
● Lack of electricity infrastructure in tier 2
cities and rural areas
● Customer preferences for longer range
vehicles over EVs
2. Needs that would influence consumers to purchase off two wheelers
3. Consumer personality traits that AE capital team can use
 With Ather being promoted as Indian Brand, AE capital Team could target
the customer base supporting and valuing Indigenous products.
 With the revolutionizing concept of touch screens and interactive
dashboards that could be controlled by the smartphones into EVs, AE could
target the Technology Geeks in India.
 Ather EVs having less to no adverse effect on Environment compared to
petrol powered vehicles. Ather could target people who are value-
conscious towards environment.
 With E-scooters being way cheaper than E-bikes and E-cars and take less
time to charge than E-cars. Ather could attract the crowd who are price-
sensitive and time conscious.
 With increase in the demand for E-scooters among female riders in tier-2
and tier-3 cities, Ather could target these cities.
4. How can AE Capital create favourable perceptions and positive
attitude towards its offering?
 Creating Favorable Perceptions-
 Promoting itself as a made in India brand and diagnosing the customer
feedback in form of survey
 Promoting distinguishing first in class EV features like 7 inch TFT touch-
screen, interactive led backlit dashboard, OTA updates, reverse parking
assistance other hi-tech sensors etc.
 Promote the future and current set up of 150+ charging infrastructure,
which is primarily the main operational concern and exclusive offering of
lease options
 Reaching out to youtubers and Influencers, such as biker celebrities and
clubs, can help in a favorable promotion to reach out to the masses
 Since Indian customers are sensitive to pricing, a better pricing strategy
might help in boosting the sales and have a competitive edge
 Creating positive attitude towards customers

 AE should purposely highlight the increasing global warming phenomenon

and address that government too is focusing on shifting to EV as the future
of transportation for the survival of mankind
 Stressing on the economical as well as sustainable factor for future of our
generation compared to the diesel and petrol vehicles.
 Create emotional bond in promoting make in India campaign highlighting
the
 Making the buying process easy and post purchase experience a delight
 Involve influencers who can motivate their followers to test ride and buy
AE’s e-2 wheelers
 5.How can AE use the motivation process to present its offerings as need and goal fulfilling objects?

Need:
1. Affordable price range
2. Long term cost effectiveness
3. Easy manoeuvrability
4. Customization for indian roads and parking
5. Fast and easy charging(plug points in homes,roads and highways)
6. Lightweight so that can be used by anyone
Goal:
7. Less pollution
8. Comfortable ride for family
9. Sustainable for environment
10.Less operating cost for customer
 Thank You
Presented by
MBAA22060_Sakshi Sharma
MBAA22011_Ankita Chowdhury
MBAA22032_IshwaryaRavi
MBAA22086_Jakkapu Sravanthi
MBAA22071_Snigdha Mehta
MBAA22058_Rohit Sardar
MBAA22028_GayatriRose
MBAA22033_Jahnvi Patel
MBAA22044_Pakki Prajwalitha
MBAA22067_Shourya Mehrotra