Business Strategy for Green Cars

8/10/2019 Business Strategy for Green Cars

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SANAKARMapping the Future

Presented by:

Saumak

Vinay

Aritra


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TABLE OF CONTENTS

INTRODUCTION

PRODUCT MIX

OBJECTIVES

DEVELOPMENT AND

LAUNCH OF SANAKAR

IDEA GENERATION

IDEA SCREENING

MACRO ENVIRONMENTANALYSIS

WHO IS THE TARGET MARKET?

CONCEPT DEVELOPMENT


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TABLE OF CONTENTS

CONCEPT TESTING

MARKET STRATEGY

DEVELOPMENT

PRODUCT DEVELOPMENT

PROTOTYPE DEVELOPMENT

AND TESTING

TEST MARKETING

COMMERCIAL LAUNCH

ALTERNATE FUELS


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INTRODUCTIONMahindra first started in India by selling Willy Jeeps then

gradually moved into manufacturing MUVs, LCVs,

Agricultural Tractors and Sedans.

It has become a key player in the utility vehiclemanufacturing and Branding sectors in India automobile

industry. It ranked 21 in the list of top companies of India

in fortune India 500 in 2011.

MAJOR COMPETITIORS:Maruti Suzuki, Tata Motors, Toyota, Hyundai, Mercedes

Benz & Others.


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Offering the best value and highest

quality innovative vehicles.


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Avision of combining a tradition ofexcellence and leadership in environment

friendly urban transportation.


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OBJECTIVES

The key tenets:

To promote environment friendly technologies.

To always be at the forefront of development and

innovation in the field.

To ensure the highest levels of quality and

reliability, thereby giving the 'Made in India' tag

respectability and acceptance globally.

To serve unrealised Niche market of NaturalAlternatives for running a car.


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DEVELOPMENT & LAUNCH

OF SANAKAR

IDEA GENERATION:

M&M with an initiative to introduce an

innovative, Pollution Free car in the market

to meet customersNEEDS, WANTS &

DEMAND.

SOURCES

1. Market Research

2. Brainstorming session3. Incentive Plans (Online Suggestion System:

best idea award of Rs.50,ooo.)

4. Research:More than 5000 ideas of new cars

were submitted.


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IDEA SCREENING

One idea was selected.

A Hybrid car.

An Electrical Carwith acombination of Bio-diesel& Solar panel.

Market size: Large

Technical Capability: High

Potential competition: Low


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MACRO ENVIRONMENT

ANALYSIS Demographic: A Car for Avg. Middle Class to Upper Class.

(Seekers, Strivers)

Economic: A budget friendly small compact car whichcan support the modern economy.

Natural: A car which supports the natural environment andis environment friendly.

Technological: A technically updated car which providesbetter marketing opportunities.

Political: Since our car will be eco-friendly so high subsidy isexpected from the government.


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WHO IS THE TARGET MARKET?

Middle and Upper Class people

(Psychographic-Social class)

Nuclear Families

with 2 children.

(Demographic-Family Size)

Corporate Buyer, Retired People &

College Students (Demographic-Education)

Environmental Activist.

(Behavioural-Attitude towards product)


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CONCEPT DEVELOPMENT

An Electric cum Biodiesel car which can also runon Solar Energy.

A green car appealing to Environmentally

concerned people who wants

practical and low polluting vehicle.

Car can switch from Electric Mode, Biodiesel

Mode or Solar Power Mode through one toggle

switch.

It runs 40 km on the single charge of 10units,

biodiesel mileage being 14km/unit to 24km/lt

(Depending on Blend).


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CONCEPT TESTING

SANAKAR HX concept car wasintroduced

in Auto Exposhow in Kolkatafor

external evaluation and also in other

metropolitan cities.

To understand customers requirements

many focus group survey was conducted in

other metro cities.

It got an overwhelming response in the car

show & the car received the Best

Concept Award.


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MARKET STRATEGY

DEVELOPMENT TARGET MARKET- Nuclear families, corporate buyer,college students, retired, middle & upper class people.

VALUE PROPOSITIONCompact, cost effective,

pollution free car.

MAPPING THE FUTURE

BRAND POSITIONINGTo provide families ,working

individuals, environmental concerned people & college

goers a city car that is eco friendly with low operating &maintenance cost.

SALES TARGET - 1500 unit 1styear.

3000 unit 2ndyear.


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PRODUCT VARIETY PLAN

SANAKAR HX & SANAKAR HX1

PRICE PLAN - (Price Penetration Strategy)

4.79 lakhs for SANAKAR HX

5.35 lakhs for SANAKAR HX1(With ac)

DISTRIBUTION STRATEGYSelective Distribution

Strategy as the product is in Introduction Phase .

PROMOTION STRATEGYYouth festivals, college fest,

car shows, TV, movie theatres ,sport matches.


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PRODUCTDEVELOPMENTDevelopment of concept car into physical form by our

venture team. it went through rigorous test to ensureconsumer safety and effectively of the car.

SPECIFICATIONS:

TYPE-Two door hatchback

PAYLOAD-Two children & two adultTOP SPEED-80Km per hour

CHARGE- 80% charge in 2 hours,100% charge in 5hours.

INTEGRATED POWER SYSTEM:

MOTOR- High Tongue(70NM)

CONTROLLER-450amp micro processing basedwith regenerative braking

CHARGER- 220v,2.2kw high frequency switchmode type

POWERPACK- 50v, 200(c-5) amp,EV tubular leadacid battery.

DIMENSION:

LENGTH- 2780mm

WIDTH- 1410mm

HEIGHT-1570mm

GROUND CLEARENCE- 155mm

WHEEL BASE-1750mm

TURNING RADIUS- 3505mmWeight-695kg

PRICE:

SANAKAR HX-Rs.4,79 lakhs

SANAKAR HX1-Rs.5.35 lakhs(A.C)


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PROTOTYPE DEVELOPMENT AND

TESTING

Prototype was ready in mid 2010, after which it was tested extensively at

the Automobile Research Association of India (ARAI), Pune

The SANAKAR prototypes have further undergone extensive road

testing in various parts of India successfully.

Considering unique road conditions coupled with high summer heat,

humidity, monsoons and major fluctuations in supply voltage,SANAKAR was tested on Indian roads in actual conditions. The track

includes bumps, potholes and a water trough with 45 centimeters of

water.


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TEST MARKETING

The product was test marketed in majorcities of India to understand theconsumer responses and reactiontowards the product.

Since the product was unique and one of

its kind, it was very essential to do testmarketing in order to map the success ofthe product in real market settings.


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COMMERCIAL LAUNCH

The company talked with West Bengal State Electr icityBoard (WBSEB) to get the necessary clearances.

Company also talked with Kolkata Municipal

Corporation about installing charging points at airports

and shopping complexes

In preparation for its launch , Company has appointed 90

dealers country wide, 40 of whom are around Kolkata.

SANAKAR will be initially introduced in Kolkata and in

Delhi, followed by Chennai, Mumbai and Pune.


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Since Green Fuel is the differentiating factor in our product weplan to research and develop many more sustainable, pollution free,

green fuel and technology in the near future.

The other fuel alternatives on which our research is going on are:-

Hydrogen

Ethanol

Natural Gas

Propane

Biobutanol Methanol

P-series fuels

XTL Fuels(Fischer- Tropsch)


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BIBLIOGRAPHY

Business Strategy for Green Cars

Documents

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