( 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