Trojan Horse Group

8/8/2019 Trojan Horse Group

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THE MARKETING OFTHE MARKETING OF

ELECTRIC VEHICLE (InELECTRIC VEHICLE (In

Their Infancy)Their Infancy)

Discussion of MarketingIssues


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TROJAN HORSE GROUPTROJAN HORSE GROUP SHAHBAZ SIDDIQUE (CIIT/SP09-MBE-057/LHR)

FAIZAN IDREES (CIIT/SP09-MBE-014/LHR)

BABAR RASHID (CIIT/SP09-MBE-011/LHR)

HAMAD ALI (CIIT/SP09-MBE-071/LHR)

M.SHAHID MANZOOR (CIIT/SP09-MBE-044/LHR)

RIZWAN SARWAR (CIIT/SP09-MBE-054/LHR)

M.SHAHBAZ LATIF (CIIT/SP09-MBE-043/LHR)


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Natural EnvironmentNatural Environment Increasing use of vehicles and journey length,

there are congestion and environmentalproblems.

Rising level of Carbon Dioxide, Nitrogen Dioxideand Sulphur Dioxide have already caused in acidrain, global warming problem.

So there is a need of environmentally friendsvehicles, those have zero emission. Currently,only battery-powered electric vehicles (EV) areable to achieve zero emission.


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Natural Environment (2)Natural Environment (2) Other fuels under investigation include the

use of alcohol, compressed natural gas

(CNG), Hydrogen, liquefied petroleum gas(LPG), these fuels have lot of emission.

Toyota is just come of the manufacturers

that have already develop EVs for the

Californian market.


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Pvicos CityBeePvicos CityBee CityBee is a eclectically powered

prototype care that is produced by

Norwegian plastic specialist pivco. This was a two-seater, three doors urban

run-around, second family car.

Appearance is like Daewoo, Matiz, Fiat

Seicento, Hyundai Atoz or Mercedes A-

class.


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Marketing Research Aims

Marketing Research Aims

Generator PowerGen and Pivco specified aprogram of consumer, the objective of thisprogram or marketing research were.

a) To understand the marketplace better and determine thesegment of the market most prone to purchase anelectrically powered vehicle.

b) Able to produce a marketing strategy with anunderstanding of the required marketing proposition and

incentives to stimulate buyer interest.c) To identify hooks and messages which will convince

customer to purchase electric vehicle in preference topetrol or diesel powered vehicles.


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The Marketing Research had toThe Marketing Research had to

examine:examine: Consumer views of the CityBee prototype

Consumer versus organizational (fleet)

buying needs and preferences. The Fit between the vehicle, the possible

energy sources and re-charging option.

Re-charging infrastructure options andpotential site/building/purchasing

partners. UK versus Norwegian versus Asia Pacific

branding.


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Issues:Issues:


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Were there additional audience forWere there additional audience for

the marketing research?the marketing research? EU and Us are the markets where the

target audience are find.

There are two fold reasons. Consumerand Government

a) From consumer prospective surveys in thesemarkets indicate that there are green

consumers who want zero emission vehicles.b) While from Government prospective, the strict

legislation have for these conventional types ofvehicle those are destroying the atmosphere.


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How else could the marketing researcher haveHow else could the marketing researcher have

specified the desired respondent profile?specified the desired respondent profile?

Males and females

ABC1

Age 25-65

Careful about environmental conditions

Want to reduce mileage

Busy persons, have no time of repairing

Who are aware of Social Responsibility

Who facing strict environmental legislation Who want alternative solution against

conventional vehicle

Specifically, generation x and generation y


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Of many surveying tools, which techniques couldOf many surveying tools, which techniques could

best be deployed to examine an innovative andbest be deployed to examine an innovative and

unfamiliar product?unfamiliar product?

For innovative products these techniques

are better for surveying

Observational research

Behavioral mapping

Camera journal

Story telling


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Why would marketing researchers whish to mixWhy would marketing researchers whish to mix

qualitative and quantitative marketing research inqualitative and quantitative marketing research in

marketing research program?marketing research program?

Because the consumer action do notalways match their answer to surveyquestion those are quantitative measures.

Tools, such as video, pagers and informalinterviewing will help marketers overcomethe limitation of traditionally researchmethods, use to capture the real mind of

the consumer. Through this method consumers beliefs,

attitudes and emotions towards a productare determined.


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Why was desk (secondary) researchWhy was desk (secondary) research

insufficient in the case of the CityBee?insufficient in the case of the CityBee?

Secondary research is insufficient

because there is no data already available

of using this type of EV. CityBee is a new concept based on

electric power, and the company that is

producing CityBee is not well known. So

primary data collection is necessary toperceive the actual position of the

product.


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In what situations might secondary research beIn what situations might secondary research be

adequate without the addition of any primary dataadequate without the addition of any primary data

collection?collection?

Increasing no. of demand from greeningconsumers

When the same secondary data availableis more reliable and up-to-date.

Data available is sufficient and accordingwith the need of manufacturers ormarketers.

When no more financial resourcesavailable to collect the expensive primarydata.


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TheM

arketing EnvironmentTheM

arketing Environment


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What were the forces of the marketing environmentWhat were the forces of the marketing environment

driving the development of the CityBee?driving the development of the CityBee?

Natural Environment

Increase in pollution

Increase government intervention innatural resource management

Increasing no. of greening consumer

Government legislations Increase in environmentally

sustainable strategies


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Are the major car manufacturers correct in theirAre the major car manufacturers correct in their

approach to alternative fuels?approach to alternative fuels?

Yes, the car manufacturers like GM,

Mercedes and BMW are fine tuning

electrically powered concept cars withexecutive car performance level.

There is no doubt market place is

changing and most car producers

seriously examining the option providedby including LPG, EV in their ranges those

have less or no emission.


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Buying BehaviorBuying Behavior


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Why must consumer attitudes be researched beforeWhy must consumer attitudes be researched before

an innovative product is launched?an innovative product is launched?

It is necessary to captures the full range of

considerations that arise when a

consumer faces a highly involving newpurchase.

Reducing the risk of new product

development, prevents from flop of

product.

Some companies begun to integrate the

customer into the innovation process.


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What difficulties are likely to be encountered inWhat difficulties are likely to be encountered in

properly gaining an impression of such consumerproperly gaining an impression of such consumer

views?views?

Customer perceive a product is not

important

Customer unaware about the

features and attribution of a product.

Organization is actual unfamiliar and

consumer give no properimportance.


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Why is the buying decision process likely to be moreWhy is the buying decision process likely to be more

extensive for an EV than for a conventional vehicle?extensive for an EV than for a conventional vehicle?

Because the huge amount of informationavailable for conventional vehicle, and themanufacturers have brands name, so there is no

need of extensive buying decision process But in case of EV, is a new product. This

technology is not well common. Extensive buyingdecision process is needed for this type ofvehicles. Because these type of cars facing lot of

problem like non-availability of charging places,speed matters etc.


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What are the implications for EV marketingWhat are the implications for EV marketing

program?program?

Consumer Buying Behavior is the decision processesand acts of people involved in buying and usingproducts.

Need to understand: why consumers make the purchases that they

make?

what factors influence consumer purchases?

The marketing concept stresses that a firm shouldcreate a MARKETING MIX that satisfies (givesutility to) customers, therefore need to analyze thewhat, where, when and how consumers buy.


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