Vehicle for environment and for our country.

Assignment Taken

Prepare A market entry, distribution strategy and brand building plan. Product Mix & Expansion Plan for Next 5 Year. Decide on Features (USP's) which will be present in the vehicle and how those featu

Case Understanding

we go to two or three wheeler then we face a lot of competitors like hero electric who cover 36% market share and Ather (14%) and okinawa scooter(17%) and so on who are doing very well in the market. If we are going to target a big passenger segment like OLA then there is a problem that arises is that they manufacture EVs by their own selves. The main challenge is that India's charging infrastructure is not good and are the main obstacles for the EV market. The main problem is that the customers fear that EVs charging points are very less in number and if the charging is somehow off then there is a problem facing them . Then the most important problem is it’s higher cost . EVs are expensive as compared to petrol/diesel vehicles due to its production capacity which stops it from low down cost , its battery cost which covers 30% of EVs cost alone , import of electrical components and semiconductor. The problem is that the prototype that we have is working properly or needs any improvements and then tests it. Our fund restricts us to add on extra features in EVs that can be beneficial for us and could be made our USP also. How to cut costs in manufacturing EVs is one of the headache problems for our team. Due to no experience of PGDM students we have to focus on training them also and keep an eye on his work. Exact calculation of sales is also a major problem in the bangalore city where number of competition available and there are another problem is to keep on eye of customers income because major population of our country are belonging to middle class. There are also road problems. According to some reports , it was estimated that there are 230 million registered vehicles in India and it is in a booming stage. By all of this india is dependent on fossil fuels that lead to increases in our oil import, and ofcourse pollution problem , this lead to hindrance to achieve paris agreement and net zero carbon emission. By just achieving 30% penetration target India can save rs 1 lakh crore on crude oil import . To tackle all of this problem GOI targeted for adoption of 30% EV by 2030 by electrification of two wheeler, three-wheeler and commercial vehicle. But here some obstacles arise which are low adoption of EV in the passenger segment for achieving this target. By seeing and analyzing all the facts and the market we came to the conclusion that this sector is to be booming very soon and this sector has lots of capabilities in future so we decided to open a startup in the EV sector. We have 46 lakh which are arranged by our personal and have to arrange 60 lakh by bank loan at 16% per annum if needed so there is a 9.6 lakh interest per annum. And then we are acquiring 1 workstation in bangalore whose rent was 3000 so we started our startup in bangalore and this is a very good idea because of the market, charging infrastructure , mindset of customers towards EV and per capita income of customer . and we planned to work & planning

BCS Solution Summary

If we go to two or three wheeler then we face a lot of competitors like hero electric who cover 36% market share and Ather (14%) and okinawa scooter(17%) and so on who are doing very well in the market. If somehow we want to enter the passenger segment then there is an investment problem because it requires more investment then what we have and if we are going to target a big passenger segment like OLA then there is a problem that arises is that they manufacture EVs by their own selves. The main problem is that the customers fear that EVs charging points are very less in number and if the charging is somehow off then there is a problem facing them . Then the most important problem is it’s higher cost . EVs are expensive as compared to petrol/diesel vehicles due to its production capacity which stops it from low down cost , its battery cost which covers 30% of EVs cost alone , import of electrical components and semiconductor. The problem is that the prototype that we have is working properly or needs any improvements and then tests it. Our fund restricts us to add on extra features in EVs that can be beneficial for us and could be made our USP also. How to cut costs in manufacturing EVs is one of the headache problems for our team. Due to no experience of PGDM students we have to focus on training them also and keep an eye on his work. Exact calculation of sales is also a major problem in the bangalore city where number of competition available and there are another problem is to keep on eye of customers income because major population of our country are belonging to middle class. There are also road problems. There is a mileage problem that how it would be increased or how it would be increment the range of a vehicle in single charge. There is a time take to take full charge is also a problem that are arise According to some reports , it was estimated that there are 230 million registered vehicles in India and it is in a booming stage. By all of this india is dependent on fossil fuels that lead to increases in our oil import, and ofcourse pollution problem , this lead to hindrance to achieve paris agreement and net zero carbon emission. By just achieving 30% penetration target India can save rs 1 lakh crore on crude oil import . To tackle all of this problem GOI targeted for adoption of 30% EV by 2030 by electrification of two wheeler, three-wheeler and commercial vehicle. But here some obstacles arise which are low adoption of EV in the passenger segment for achieving this target. By seeing and analyzing all the facts and the market we came to the conclusion that this sector is to be booming very soon and this sector has lots of capabilities in future so we decided to open a startup in the EV sector. We have 46 lakh which are arranged by our personal and have to arrange 60 lakh by bank loan at 16% per annum if needed so there is a 9.6 lakh interest per annum.

Solution

Product Mix

Product is one of the most important components of the company

Quality

  Provide quality product that we promise to customer

  Procure of  raw materials from reliable and trusted suppliers

  Provide value of the product to customers

 

Ease of use

   The products manufactured are relatively easy to use

All the products come with a user manual, which is easy to understand and which provides simple instructions for product use

Also, retail representatives provide detailed instructions and explanations regarding the use of the product at the time of the sale

Also, retail representatives provide detailed instructions and explanations regarding the use of the product at the time of the sale.

Benefit of product consumption

We manufactured product which is affordable to our targeted customer (middle class)

We provides, which give value to customer because we give best range , best charging time taken at very affordable price

We provide various features that is best for our customer

Try to deliver emotional benefits to the customer

 

EXTENSION PLAN

1st year - we focused on middle class of our targeted area(banglore) and we launched only  1 modal for our 1st year,we targeted customer,to reached approximately 3.20 lakh

• Firstly our expectation targeted selling is 100 units for a year.

2nd year - in this year we also focused market, is middle class and keep staying with 1 model but we launched 3 segments of it.so, it can meet with our customer desire and  we add on some features or improve the power of engine or other components.

Our expectation targeted selling is  300-400 unit

3rd year - now for this year we want to expand our market from only middle class to upper middle class and for targeting this segment of market we have to launched some other product which are different from our existence product and improve or increase the strength to meet upper class desire .Our expectation targeted selling to

4th year - after that we focused on the middle and upper middle class and launched 2 more models with new technology and launched 3 segments of our existence product by adding new features.

We have to strengthen our engine capacity

Product appearance should be that which meet upper middle class aspiration

Increasing our workstation from 1 to 2 workstation

Speed should be meet to our new targeted customer aspiration

And by all of this we have to increase our product selling price

 

5th year - now we will want to expand our business to different city that is in DELHI and we focused on middle or upper middle class

Add on CRM (CUSTOMER AND RELATIONSHIP MANAGEMENT ) for our management improvement if any loopholes in there and its increase our management efficiency

We want to launched one model which is suitable or according to delhi’s customer aspiration or desire

PRODUCT DEVELOPMENT PLAN

as our customer aspirations of 1st year we have to focused on

Moderate speed

Moderate price

Range is more than moderate

Moderate charging time

Appearance is to be normal

 now we are focused on product upgradation so we have to invest in our technology or hiring technology from some else

Add on some management software like CRM for increasing our efficiency

MARKET ENTRY

We have  distribute pamphlet in that area for either by roadside or by the help of newspaper

After that we create an app for customers who want to buy our product online and we deliver the product with the help of our site  . we deliver product at free of cost but in only main bangalore city

We create a website for our company and keep working on SEO to promote our company.

We decided to do one campaign to promote our product in that area and to be aware of our product to our customers. We decide to organise a rally on the environmental awareness and here travelling approx 100 km without taking any charge in between and promote our product by appearing in to 30-40 electric scooters that we manufacture .we organise all this event and we take 1 flags of our company’s logo within it that make it attractive which has capable to attract people towards it .

DISTRIBUTION STRATEGY

We want to take a direct distribution strategy. It is the  shortest way to reach the final customer. In a direct distribution strategy, all distribution matters are in the producer's hands. We directly provide the items to the buyers and manage all distribution processes, e.g., warehousing or delivery organization. The direct channel distribution strategy allows the company to control the logistic issues fully. In consequence, it has a real impact on setting prices of goods being offered to the final purchaser. And we adopt Door to door sales by online selling.

We have to hire supply manager on the 5th year where we expand our business from 1 city to another city and for this we require a separate team for them who looks the whole supply management system

BRAND BUILDING PLAN  

First of all we have to target our customer that we want to sell our product which is already done by us .Here our targeted customer is middle class whose population is 3.53 lakh

We create brand name , brand logo and brand tagline which provide a different identity to it

We provide an unique feature where we want to increase the range of the vehicle by using kinetic energy of wheel and by using this kinetic energy our battery is keep charging and it increases range of our vehicle

We targeted the middle class so first of all we have to do market research on it and try to find/analyze customer’s desire for electric vehicle

Your next step is a messaging strategy that translates your brand positioning into messages to your various target audiences. Your target audiences typically include potential clients, potential employees, referral sources or other influencers and potential partnering opportunities, to name a few of the usual suspects.

While your core brand positioning must be the same for all audiences, each audience will be interested in different aspects of it. The messages to each audience will emphasize the most relevant points. Each audience will also have specific concerns that must be addressed, and each will need different types of evidence to support your messages. Your messaging strategy should address all of these needs. This is an important step in making your brand relevant to your target audience

We delivered our promise that we did because we are a customer driven company and we came here to solve the middle class to adopt electric vehicles because we are problem solving companies rather than a profit making company. We provide the best in affordable price

We have to do Content marketing for build brand because it is necessary things to do for any company to build their own identity

As we already create a website which provide an extra privilege to create brand

We uses many marketing tools like videos pictures and short headings to promote ourselves and tell our customer is that we are different

USPs

We provide an unique feature where we want to increase the range of the vehicle by using kinetic energy of wheel and by using this kinetic energy our battery is keep charging and it increases range of our vehicle

We give one small plant along with our product and give message them to came into electric mobility for a daily use and to save Earth by putting a small effort on it, we provide an product which solves your problem of refueling most of time and even its save your income by save a lot of petrol expenses on it

Conclusion

there is huge scope for EVs in india but the biggest challenge is to lower rate of adoption by middle class and this can somehow to be infrastructure for Ev and lack of appropriate technology but there is support of government to promote EVs in India and to decide what types of electric vehicles is to be best for capturing large population of india and to support our environment and we did it because middle class is very large in number and we see to solve the problem that middle class people's face to adopt EVs and then we develop extension plan for 5 years and then development plan for 1 year and then we are focusing on to build brand for our products by applying various tactics and strategies to this

Attached File Details

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