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marketing presentation + electric car

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new product development + marketing statergies
electric car

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marketing presentation + electric car

  1. 1. EXECUTIVE SUMMARY: The second comeback of the electric vehicle (EV) in little more than a decade has a much greater likelihood of success and will have a transformative effect on driving habits as well as the automotive and electric power industries. Automakers are planning to produce hundreds of thousands of vehicles per year that plug in, By 2015 more than 1 million plug-in hybrid electric vehicles (PHEVs) and EVs will be sold annually around the world, and during that year, more than 3 million Evs sold to date will be plugging in to recharge their batteries. Pike Research forecasts
  2. 2. ENGINE TYPE ELECTRIC POWER(PS) 30.53 PS TORQUE(NM) 60 NM TRANSMISSION AUTOMATIC KERB WEIGHT 830 KGS FUEL TYPE ELECTRIC (lithium ion battery) DRIVE TYPE FRONT-WHEEL DRIVE GROUND CLEARANCE 180 MM
  3. 3.  The concern for the environment has never been bigger than at the turn of the century.  This plus the unpredictable oil price spikes and hikes, is intensifying the race to build the ideal car of the future at a greater height.  The small car market is set to grow by about 50% over the next ten to twelve years from the 8.4 million units sold in 2012.  Many customers will not compromise safety, quality, driving characteristics, and individuals. Though EV200 currently caters to the premium automotive market, other high-end competitors such as Mercedes also have products  positioned to capture the entry market.
  4. 4. Customer Environment Who are the potential first movers most likely to buy an electric vehicle?  They are generally well-educated, with a higher-than-average number holding post-secondary degrees. They tend to live in urban areas, though suburbanites in the United States and Japan are also represented among the first movers. They are marginally more likely to be male than female and represent the middle or upper class. They tend to see themselves as environmentally conscious, tech savvy, trendsetting, and politically active. potential first movers are also sensitive to government  Among the potential first movers and might be willing is a subset, the early adopters, who will actually purchase an electric vehicle in the near future.
  5. 5.  HEAVYWEIGHT COMPETITORS :  Nissan began selling its LEAF all-electric car last November and has plans to sell more than 200,000 of them a year by 2013.  Mitsubishi began selling the all-electric i-MIEV in select locations around the globe last year and will start selling it on the North American market at the end of 2011.  Technological Advancements :  Advent of hydrogen powered vehicles in the near future  Improving battery and charging standards  Universal charging standards and cables
  6. 6. Strength:  Strong technological expertise in electric transmissions & drive train  Their current platform developed has the ability to be used for their future crossover models  Ability to develop vehicles completely in house including the sub-assemblies required Weakness  High cost of production  Higher prices  Low top speed (120km/Ph) and Small driving range compared to combustion powered vehicles Opportunities:  The growing support by governments across the globe for eco friendly vehicles (exemptions from duties & other support)  growing demand of green technologies  growing road congestion in urban cities and raising fuel cost Threats:  Advent of hydrogen powered vehicles in the near future  Competition from auto heavyweights like BMW, Mercedes, and Lexus  Availability of hybrid vehicles
  7. 7. GEOGRAPHIC URBAN & SUBARBAN POPULATION OF MAJOR AND MAINSTREAM CITIES DEMOGRAPHIC STRIVERS AND ACHIVERS AGED B/W 20-50 YEARS WHO ARE WELL EDUCATED PSYCHOGRAPHIC MIDDLE OR UPPER CLASS WILLING TO PURCHASE IN THE NEAR FUTURE BEHAVIORAL LIGHT AND MEDIUM USERS WHO ARE WELL AWARE AND ENTHUSIASTIC
  8. 8.  Smaller Frame- make the driver feel more in control.  Sporty frame- boost self confidence, increased status satisfaction  Eye Catching Bright Colors (Red, Yellow, Green)  Side Impact Airbags- feeling safe and secure.  Dual Sunroof- feeling fun  Larger exhaust tip- feeling sporty, quick.
  9. 9.  Automotive direct mail: News states that these direct mails are effective because around 75 percent of car buyers respond to this kind of advertisement.  Social media advertisement: for clients and target audience to interact with a dealership or manufacturer. an easy, low cost mean to deliver data to a huge number of people at the same time.  advertisements and sales pitches: that connect a vehicle’s benefits instead of its features. Ads must be both appealing and realistic. They must be also fit with the impression the business wishes to create
  10. 10.  EV200’s marketing intent is to capitalize on safety and efficiency and provide the global markets with awareness and interest of their new electric vehicles to ultimately influence trial and action.  As a result, an increase in global market share and brand equity will provide EV200 with increased revenues and leverage against competitors and their hybrid campaign.  Will continue to expand the product line by introducing new hybrid models to EV200 current markets
  11. 11.  Provide high quality automobiles for the average middle class citizen in the global market  Satisfy each customer’s need and demands with the right car and safety features  Continue to invest in safety features and environmental benefits  Deliver end product to consumers quicker by improving the distribution and manufacturing systems through implementing RFID and other technologies
  12. 12. Sincere thanks and special acknowledgements to: TUTOR -- PROF. SUNIL D ANTO & DR. JAY TRIVEDI DDT GLOBAL AUTO SURVEY PIKE RESEARCH CLEANTECH MARKET INTELLIGENCE SCIENTIFICAMERICAN WIKIWEALTH

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