Date post: | 09-Apr-2018 |
Category: |
Documents |
Upload: | mehar-shahbaz-siddique |
View: | 217 times |
Download: | 0 times |
of 25
8/8/2019 Trojan Horse Group
1/25
8/8/2019 Trojan Horse Group
2/25
THE MARKETING OFTHE MARKETING OF
ELECTRIC VEHICLE (InELECTRIC VEHICLE (In
Their Infancy)Their Infancy)
Discussion of MarketingIssues
8/8/2019 Trojan Horse Group
3/25
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)
8/8/2019 Trojan Horse Group
4/25
8/8/2019 Trojan Horse Group
5/25
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.
8/8/2019 Trojan Horse Group
6/25
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.
8/8/2019 Trojan Horse Group
7/25
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.
8/8/2019 Trojan Horse Group
8/25
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.
8/8/2019 Trojan Horse Group
9/25
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.
8/8/2019 Trojan Horse Group
10/25
Issues:Issues:
8/8/2019 Trojan Horse Group
11/25
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.
8/8/2019 Trojan Horse Group
12/25
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
8/8/2019 Trojan Horse Group
13/25
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
8/8/2019 Trojan Horse Group
14/25
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.
8/8/2019 Trojan Horse Group
15/25
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.
8/8/2019 Trojan Horse Group
16/25
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.
8/8/2019 Trojan Horse Group
17/25
TheM
arketing EnvironmentTheM
arketing Environment
8/8/2019 Trojan Horse Group
18/25
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
8/8/2019 Trojan Horse Group
19/25
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.
8/8/2019 Trojan Horse Group
20/25
Buying BehaviorBuying Behavior
8/8/2019 Trojan Horse Group
21/25
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.
8/8/2019 Trojan Horse Group
22/25
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.
8/8/2019 Trojan Horse Group
23/25
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.
8/8/2019 Trojan Horse Group
24/25
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.
8/8/2019 Trojan Horse Group
25/25