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( A case-study on why REVA Electric Car couldn’t click Indian Market Things that REVA can learn from TESLA -Marketing Perspective )
By : Shasanka Sekhar Sahu
Spot the difference
Spot the difference
Gasoline Vehicle
Electric Vehicle
Electric Car Vs Gasoline Car
5 P’s of Marketing
Price Place
Promotion People
Product
20011994 2010 2013
Reva electric car company founded by chetan Maini
Reva launched REVAi
Reva was acquired by Mahindra & Mahindra
REVA e2o was launched
REVA
Product • Positive : Green car, Low operating cost• Negative: Low on Aesthetic appeal, ergonomics
Price • Pricing at 8 lakh INR without Govt Subsidy
Place • Less Dealer Network, Poor charging infrastructure
People • Target customers- Not defined.
Promotion • Less promotion in Social Media, Print Media, TV
REVA
TESLA Motors
20062003 2009 2010
Founded by Elon Musk, Martin Eberhard
Showcased their First PrototypeTesla Roadster
Tesla unveiled Model S
Tesla Launched IPO and got listed
in NASDAQ
Product • Great Styling with Incredible performance • No Range anxiety -Range of 320 miles
Price• Pricing at range of 70,000USD ~ 1,00,000 USD • Pricing at par with AUDI, BMW or similar segment
vehicle’s price
Place
• Target mostly Developed countries where there is significant demand for it
• No Dealer Network, directly sell its car to customers.
People• Target customers mostly rich / High Income class.• Started focusing on other Income group to
increase sales number
Promotion• Constantly in news for its technological
achievements • By winning several awards /recognition
Factors behind success of Tesla
Note: Though Tesla Model S cannot be compared with REVA e2o, still we can learn something from the success of Tesla Model S
conclusion
REVA
Tesla Motors
Right Marketing Strategy 5 Ps
Future of Mobility
Thank You