Airtel
Autor: Sudipta Chatterjee • July 17, 2016 • Case Study • 564 Words (3 Pages) • 556 Views
Electric car- Possible approach
Marketing Product
Marketing Product | Competition | |
Technical product | electric powered car | Other brands of cars |
Functional product | Conveyance | Public transport, car pool |
Emotional product | Environment and price conscious | Environment friendly prods |
Marketing universe: Those who are environmentally conscious and those who are price conscious.
Environmental / SWOT analysis
Parameter | Variable | O/T | How to address | S/ W |
Product related | Raw material | SWOT based on the assumptions | ||
Lead acid battery | ||||
Functioning related | Power in house | |||
Flats | ||||
Hill resistant feature | ||||
Water logging | ||||
Traffic jams | ||||
Long distance travel | ||||
Utility | Fuel efficiency | |||
Speed | ||||
Cost of fuel | ||||
Road tax and registration tax | ||||
Subsidy | ||||
VAT | ||||
Competition | ||||
No registration | ||||
No license for using | ||||
Demand | Inflation | |||
High salaries | ||||
High youth population | ||||
Availability of loans | ||||
Acceptance (macro) | Political support | |||
Environmental lobby | ||||
Noise pollution | ||||
Acceptance micro | Nice looks | |||
Status | ||||
Service requirements | ||||
Marketing mix related | Service stations | |||
Availability of media | ||||
Availability of advertising agencies |
Consumer behaviour
High involvement
Problem solving or subcontracted
Mainly Prod decision- Petrol/ diesel or green car (after deciding on 4 wheeler)
Search attributes
Looks
Space
Experience attributes
Speed
Mileage
etc
Risk associated
Getting stuck in traffic jams
Credence
Green car
Competitive analysis
Entry barriers
...