An

Assignment on

Submitted to,

Mr. Vishnu PoojaryCommerce DepartmentS V S College Bantwal

Company Name: G-ECO

Product name: HEC [Hybrid Electric Car]

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SLOGAN: The future in our hands!

Contents:

Introduction

What are hybrid cars?

Choosing a Hybrid Car

Why hybrid car

How Hybrid Cars Work

Design of hybrid car

Features of hybrid car

Technology Advancement

Advantage and disadvantage of hybrid car

Market segmentation

Market Positioning Strategy

Consumer’s buying Behavior

Consumer Analysis

Public Relations

Promotional Activities

Sales Promotion

Advertising

Promotional Goals

Promotion

Distribution

Product Attributes

SWOT Analysis

Introduction:

• Hybrid cars are the cars, which run on at-least one alternate source of

energy and gasoline.

• Most of the time that other alternate source of energy for hybrid cars is

electricity (rechargeable batteries) hence those are called electric hybrid

cars.

• These new hybrid cars are innovative, efficient and affordable.

• In an effort to save the environment and reduce our dependence on foreign oil, we wanted to convert a gasoline powered car into an electric vehicle.

What are Hybrid Cars?:

• Hybrid cars are one among the promising types of new generation cars. In the

present era, the motor vehicle industry is going through a transition phase,

which is to meet the pace of the growing world.

• Cars are now become inevitable assistants for the travel and it is not

uncommon to have 2 or 3 cars in a home. And, motor vehicles are now facing

the next generation problems of the conventional cars.

• Moreover, many environmental and energy utilization issues are coming

cross.

• Hybrid cars are developed with an intention to answer much of these

questions, and the success of it in the road make it a favorite choice of many.

• Although any car, which has a combination of two different ideas can be

called as a hybrid, but the cars, which combine two energy sources for

its running is popularly named as hybrid car.

• To be simple, the conventional cars run on a single fuel source such as

gasoline, petrol and diesel. The energy efficiency of the cars was

insufficient to meet the future needs, in the highly energy depleting

situation.

• The search for alternative resources is intensive and one of them, electric

cars were a success, but its limitation was the inadequacy for a long

drive and difficulty for frequent recharges. Hybrid cars were a better

solution since it combines the benefits of both types of cars. Now, most

of the hybrid cars use the engine that work in combination of gasoline

and electricity.

• Hybrid cars are much appreciated by the experts because of its energy

efficiency.

• As the car has two energy sources, the car will in effect, use up only

reduced energy and the most beneficial attribute is that the batteries in the

car for electrical transmission will be spontaneously charged, along with

the working of the car.

• However, the success of the hybrid cars among the motorists relies on

mainly on its performance on the road.

• Despite of the great fear, whether the new car could give out the

performance as of a conventional car, hybrid car gave out adequate

performance, with aid of its sophisticated technology and aerodynamic

design.

• THE UTILITY OF HYBRID CARS FOR THE SOCIETY WAS PROVED, WHEN

GOVERNMENT ADOPTED PARTICULAR MEASURES FOR ITS PROMOTION.

• NOW, AS PART OF ITS PREFERRED USAGE, TAX CREDITS ARE AVAILABLE,

WHICH ARE CHANGED YEARLY, ACCORDING TO THE PREVAILING

MARKET CONDITIONS.

• GOVERNMENT WAS IMPRESSED WITH THE TWO IMPORTANT

ADVANTAGES SUCH AS IMPROVED MILEAGE AND REDUCED TAILPIPE

EMISSIONS, WHICH CAN ATTRIBUTE LOW ENVIRONMENTAL POLLUTION

AND REDUCED NON RENEWABLE FUEL CONSUMPTION.

• PRICE OF HYBRID CARS STARTS AT RS 2,00,000.

• Now many companies such as Toyota, Ford, Honda and Lexus are

competing in the market of hybrid cars with their latest versions.

• Any how, a comparison of different models is advised before the

purchase.

• Hybrid cars are thus the present phase of car industry.

• The advancements are going on continuously in its fuel selection and

structure, to persist it to a future car, and motorists are looking

forward to the best out of it.

Choosing a Hybrid Car:

• Hybrid cars are becoming the new rage in the auto market. With rising

oil prices, buyers are looking out for ways they can save on their

earnings. Thus, while choosing a car, more and more people are opting

for hybrid cars. Hybrid Cars are rightly called the cars of future. With the

fuel problems of the world getting graver by and by, the emergence of

hybrid cars seems to be a feasible option to the conventional ones.

• The use of hybrid cars is being promoted all across the world and the

potential car buyer is getting inclined more and more towards this eco-

friendly option. If you are one of them, here are a few things you have to

keep in mind while choosing a hybrid car for you.

Why Hybrid Cars:

Here are the reasons why you should choose a hybrid car instead of

conventional gasoline car:

• A Hybrid car is environment friendly. It can reduce pollution by 90

percent.

• Hybrid cars are economical in medium and long run than normal

gasoline cars.

• Hybrid cars are more reliable than electric cars, as they have

gasoline as an alternate fuel.

• Hybrid cars makes you less dependent on fossil fuels (gasoline).

• Hybrid cars are more efficient, as they have smaller engines.

• Hybrid cars help in "Greenhouse Effect", as they lower the fuel

emission.

• Hybrid cars improve mileage to a great extent.

How Hybrid Cars Work:Hybrid Cars integrate the power of the conventional gasoline

engine with that of an electric motor. A high powered battery pack provides energy to the motor which itself gets recharged when the car is decelerating. This is called as regenerative braking. The gas engine can also assist the battery in recharging. This kills the need to plug the car to an external source of energy.

As of now, there are two types of hybrid vehicles.

• In one type, the electric motor acts as a side-kick to the gas engine, assisting it whenever surplus power is needed. The electric motor alone is incapable of independently operating the vehicle. Honda's Power Assist technology in its hybrids, Civic and Insight is an example. Such vehicles are termed as Mild Hybrids. In mild hybrids, the gasoline engine provides the main source of power, and the electric motor provides additional power whenever needed.

• The second type of hybrid can be termed as a Full Hybrid, where the gasoline engine and the electric motor can operate the vehicle separately. In this type, the electric motor can drive the vehicle at lower speeds. In need of more speed, the gasoline engine kicks in.

• Be it mild hybrids or full hybrids, both are capable of providing lower emissions and better fuel efficiency.

• The Internal-Combustion Engines (both gasoline and diesel) installed in Hybrid cars are often smaller than those in normal cars for a simple reason that Hybrids have the electric motor for assistance.

• The motor can take care of city travel which poses stop and go conditions as well as power-consuming add-ons such as the A/C or power-windows and power-steering. At high speeds, the gasoline engine supplies power. This switching of power sources is computer controlled and nothing needs to be manually done.

• Power to the electric motor comes from the battery-pack. Recharging of the battery is automatic and need not be done by external sources. When the car is in uniform motion or when it is decelerating, it generates power which charges the batteries which utilizes the valuable kinetic energy.

• As with any other battery, the Hybrid car battery also has a limited life span. Auto makers however, put the battery life at around 200,000 miles which roughly comes around to 7-8 years, depending on the kind of travel it endures. Thus, It pays to take extra care of your vehicle and travel when necessary.

• Remote keyless entry:

Keyless entry systems allow you to unlock your car by pushing a button on a remote. The ability to quickly get into your car without fumbling for the key is an important safety feature, especially in poorly-lit areas

• Anti-lock brakes (ABS):

Simple physics dictates that a turning wheel has more traction than one that is skidding. Antilock brake systems (ABS) watch individual wheel speeds; if one locks up, they pump the brakes far faster than a human could. Don't worry about giving up control to a computer; if the ABS system goes on the fritz (they rarely do) the brakes work normally.

• Adaptive headlights:

This innovative technology, which allows drivers to see better as they round a curve, surprised researchers with how well it performed.

Features of Hybrid Car:

Adaptive cruise control:

This uses forward-looking sensors like radar and cameras to monitor the

distance to a lead vehicle. The system will automatically slow the vehicle down

in traffic to maintain a safe following distance without the driver having to do

anything. As traffic speeds up, the vehicle accelerates to maintain the preset

speed.

Forward collision avoidance system:

Using the same forward-looking sensors, these pre-crash warning systems

alert drivers with visual or auditory cues when the vehicle is getting too close

to the one in front.

Autonomous braking:

If the driver doesn't respond to the warning, some systems are able to brake

automatically to prevent a collision or lessen the impact. Systems that

combine forward-collision warning and auto-brake are the most effective.

Reverse backup sensors:

For use with or without a camera, this equipment beeps if you are about to hit something while backing up.

Side view assist:

Sensors can detect a car in your blind spot and then alert you with a light in your side mirror or with a beep if you engage your turn signal.

Parking assist:

Anxious about squeezing into that tight space? An increasing number of models offer a feature that detects the size of a parallel parking space, guides you into the starting position, and then allows you to completely take your hands off the wheel while the computer backs the vehicle into place.

Electronic stability/skid-control system:

ESC systems use the anti-lock brake sensors (which show individual wheel speed), accelerometers, and steering wheel/pedal position sensors to figure out what the car is doing and what the driver wants it to do. If the two don't seem to match up, ESC does what no driver can: It applies the brakes to individual wheels and reduces power as needed to keep the car going where the driver is trying to point it. They are almost transparent and work surprisingly well.

Telescoping steering wheel/adjustable pedals:

Means have height-adjustable (tilt) steering columns; some cars have steering wheels that telescope (move in and out) and/or electrically adjustable pedals.

Rear-seat DVD player:

Got kids? Movies-on-the-go can make long trips easier for both you and them. Many rear-seat entertainment systems include wireless headphones, so you can enjoy the stereo (or the peace and quiet).

GPS navigation system:

Using the Global Positioning Satellite System and sensors in the car, GPS navigation systems can pinpoint your exact location and give you turn-by-turn directions (via a small video screen, spoken voice, or both) to help you find your way. Most will also guide you to the closest gas station, ATM, hospital or police station.

Side airbags:

Most cars have at least three feet of crush space at the front and back, but only a few inches of protection at the sides. Federally-mandated door beams help keep the car intact instead of caving in. But there's still the problem of inertia: While the car is being pushed away, your body (particularly your head, which isn't secured by the seat belt) wants to stay still, and it could go right through the side window. Side airbags cushion your noggin and help keep it safely inside the car.

Backup camera:

Once a luxury vehicle standard, the backup camera often displayed in the rearview mirrors or in-dash display is now a popular option on midrange cars, giving drivers assurance when backing out of a parking spot or down a driveway.

Center console with power outlet:

Open the center consoles on many new cars and you'll find a power outlet (a.k.a. a cigarette lighter without the lighter). These outlets provide a way to charge your mobile phone while keeping it out of sight

Auto Emergency Braking (AEB)

Curtain Airbags

Electronic Stability Control

Active Braking Systems

Intelligent Speed Assist ISA

Active Cruise Control

Thorax Airbags With Head Protection

Brake Assist System

Adjustable Steering Column

Blindspot Warning System

Daytime Running Lights

Drivers Knee Airbag

Fog Lamps

Front Airbags Driver

Front Airbags Passenger

Head Restraints All

Headup Display

Lanekeeping Assist

Passenger Knee Airbag

Precrash Safety System

Reversing Camera

Seatbelt Pretensioner Driver

Seatbelt Pretensioner Passenger

Seatbelt Rear 3 Point

Tyre Pressure Monitor

Regenerative Braking:

• Captures the energy from braking, normally lost as heat

• Uses it to ‘top up’ the battery

Advantages of Hybrid Cars:

Hybrid cars carry with them a bundle of advantages. Hybrids combine clean energy of the electrical motor with the power of

the gas-powered engine which results into lower emissions and better

mileage.

Thanks to the ever improving technology, hybrids perform at par with

the normal gas-powered vehicles, if not better.

Hybrids are reliable and comfortable as any traditional car and they

have a tax benefits.

There are purchase incentives for Hybrid vehicle owners (varies by

state).

Hybrids are much cleaner cars than normal vehicles with lesser CO and

other greenhouse gas emissions.

Hybrids provide a better mileage.

• Produce 27 per cent less CO2 than petrol cars.• Help to reduce greenhouse gas emissions.• Produce no carbon emissions when powered using renewable energy.• The future for hybrids looks bright with rapid developments in hybrid

technology to improve engine efficiency.• Due to the Regenerative Braking technology, the batteries need not be

charged by an external source.• Special warranties are provided for the battery pack,

the electric motor other costly items.• Hybrids help reduce the dependency

on fossil fuels which directly affects fuel prices.

• Gas is a scarce, natural resource.

• Electricity is cheaper than gas. Electricity can come from renewable resources such as solar and wind power.

• Electric cars pollute less than gas-powered cars.

• Electric cars are much more reliable and require less maintenance than gas-powered cars. You don't even need to get your oil changed every 3,000 miles!

• By using domestically-generated electricity rather than relying on foreign oil, the INDIA can become more independent.

Disadvantages Of Hybrid Cars:

Hybrid cars, though useful, have some disadvantages. The point to be noted here is that the advantages far exceed the disadvantages. High cost: hybrids cost anywhere from 2,00,000 to 50,00,000 more their

non-Hybrid versions.

More weight due to battery packs.

Some states charge additional fees for registration.

In the event of an unfortunate accident, there is a risk of exposure to

high voltage wires.

They have a complicated system which needs to be taken care of by

experienced mechanics only.

Spare parts maybe hard to find and may be costly.

Usually, hybrids have a lower acceleration than that their normal counterparts.

• Batteries need to be charged.

• Car can not be used when batteries are being charged.

• Car can only go 40 Miles between charges.

• Battery disposal needs to be carefully managed.

MARKET POSITIONING STRATEGY:

• Vision is not just an ordinary car. It is the solution that we are looking for.

• An alternate to the conventional cars those are expensive, costly to maintain, with a higher fuel consuming rate.

• Vision will be giving more benefits in less price.

• A strategy that how you want to be perceived in the minds of prospects versus your competition.

• It must clearly distinguish you from competitors and make it obvious you are the best available choice.

• Making a plan :

Plan explains us how to put our strategy into actions. It will set marketing budgets and deadlines but it will also tell how we are going to talk to our target customers.

• Knowing your customers :

A successful marketing strategy depends upon understanding our customers, what they need and how we can persuade them to buy. Experience and regular two-way communication will tell us lot about our customers.

• Contests :

Contests are frequently used as promotional strategy. So the idea is to promote our brand and put our logo and name in front of our public.

• Social media :

Social media websites such as Facebook , google+ offer companies a way to promote our products and services. This is direct marketing at its best. Social network will connect us with a world of our potential customers.

• Causes and charity:

Promoting our products while supporting a cause can be an effective promotional strategy.

• After-sale customer surveys :

Contacting our customers by telephones or through the mail after a sale is a promotional strategy that puts the importance of the customer satisfaction. Skilled salespeople make survey calls to customers to gather information that can be later beneficial for us.

“FOR A MIDDLE CLASS FAMILY, HyVision IS ANECONOMICAL, EFFICIENT AND STYLISH CAR THATPROVIDES MEANS OF TRANPORTATION IN ANENVIRONMENTAL FRIENDLY MANNER”

CONSUMER’S BUYING BEHAVIOR:

• High involvement level of purchase takes place,

• People usually not purchase car daily.

• So keeping the prices as reasonable as possible with a different and attractive package by adding value added features we can reduce the time exerted by the consumers on deciding the car to purchase.

• We are also targeting graduate students, dreaming to travel in their personal car, HyVision will make their dreams come true.

CONSUMER ANALYSIS(TARGET AUDIENCE):

• Middle class families who are facing problems in transportation and don’t like to travel in buses and rickshaws they desire of having their own car but due high price of cars they are unable to afford it.

• We are also targeting graduate students , dreaming to travel in their personal car; There vision will make their dreams come true.

• We are targeting the age group between 22-60 with special focus on age group 30-40yrs as they are 48% of the whole market

• As people of this group are young and energetic office going who like to be innovative.

• They are also aware of the pollution hazards and want to contribute their efforts in making the environment pollution free.

PUBLIC RELATIONS:• 'For generally favorable attitudes and opinions towards an

organization and its products we have planned to use part of our profits on organizing seminars and events where the message to save our planet will be given by means of highlighting the adverse effects on pollution on our environment and health. Universities, Offices, Technical Institution will be the initial points that will be targeted by us.

• Royal Customers Program will be initiated by the company in which the company will be organizing programs and seminars in which customers will be educated on Road Safety issues, Driving Skills and Emergency Situation handling etc.

PROMOTIONAL ACTIVITIES :• Free Coupons/lucky draws are introduced, periodically,

thus providing satisfactory Customer oriented services.• We realize the customer needs in respect to

National/Traditional events like Eid ,Independence Day etc. and offer special discounts on these occasions at their service / sales facilities.

• A competition between the Graduate students would be held in different universities and technical centers in which the student who will be giving the best solution to Pollution Problems and energy crisis will be awarded.

• While a customer is having his/her car serviced, Company will provide facilities of Customer lounges, fully equipped with all in house entertainment, thus keeping the prime focus "Customer" attended with care.

• As a family car, it always provide due attention to the kids in the promotional activity programs as well as they have children play areas in all their major sales/service facilities, thus providing a complete family satisfaction.

SALES PROMOTICN:

• In order to facilitate selling and advertising we planned to give discounts to those companies and Organizations which will be buying HyVision for their customer.

• First time in INDIA any automobile manufacturer will directly lease its car to the customers and this will be done on paying the down payment of 20% and the rest of the payment will be done on easy installments which will be free of interest.

ADVERTISING:• The main theme of the advisements is "are you willing to

save our planet?"• We will use all the mediums for advertising, we will try to

reach the maximum people by airing the ad on both National and private T.V channels .Ad will be aired around 40 to 50 times a day in which 50% of the time it will be aired in prime time(6pm to 11 pm)

• Broadcast: TV and FM • Print Media: Newspaper, Magazines, Brochures and

Pamphlets.• Other media can be billboards, direction boards

(signboards) and Internet.

Promotional Goals:

• To make the people aware about the polluting hazards those are endangering our planet.

• To make the people aware about the alternative fuel resources that they have.

• To Position HEC as the No.1 choice for middle class families, graduate students and Innovative car lovers.

• To establish brand image and earn profits.

PROMOTION:• We decided to make our promotional campaign as attractive that it

should get "selective attention", i.e. it will capture the interests of the people and make them respond in a same manner we want them to.

• Our promotional campaign should result in directing customer attitudes in a positive direction and make it learned by giving complete information about the service's features, which the customer really wants to know.

• Our promotional campaign should convey the message, which fits into the perceptions of the consumers and make them change their behavior.

• Consumers are always looking for the change and therefore they will also respond to this new change because they want them to be change with the changing circumstances.

DISTRIBUTION:• We have targeted the common middle class of the country so the

Company's distribution ship should be extensive.• Company will be focusing on the 'Corporate Vertical Marketing

System.• Company will opening its own dealership office in almost all the

major cities of the country and will be directly in charge of its Distributorship.

• Reach:Our strategy is to grow our business regionally or nationally or evenglobally, highlighting the geographical areas we want to reach through adistribution channel and identify a network of distributors or retailersthat provide existing coverage of the territories. As we are planning toexport our product, we focus on established distributors with detailedlocal market knowledge.

• Cost:

We give our distributors a discount for providing them a similar level of services and providing them with a program of marketing and training support.

• Contribution:

We concentrate on working with distributors that gives access to an additional direct sales and marketing cost. We enable distributors who also provide our customers with local market knowledge, enabling our customers to establish their own business in new markets without incurring heavy market entry cost.

• Support :

We appoint a manager to work with distributors enables us to monitor their performance and identify support needs.

Strengths Weaknesses

1. Innovative culture

2. Brand reputation valued at Rs 1 billion

3. Industry leader in production and sales

4. Strong brand portfolio

5. The leader in “green” cars development

1. Large recalls

2. Weak presence in the emerging markets

Opportunities Threats

1. Positive attitude towards “green”

vehicles

2. Increasing fuel prices

3. Changing customer needs

4. Growth through acquisitions

1. Fluctuating fuel prices

2. New emission standards

3. Rising raw material prices

4. Intense competition

5. Natural disasters

6. Appreciating yen exchange rate

Vishwaroop M

Shreyas Pai B

Rizwan B A

Joyston Lobo

Palak Agarwal

Pranam Raj

Pavitra

Monisha

Shraddha

Priyanka Shetty

Sushmitha Acharya

Thank You !!