MARKETING THEORY & PRACTICE
Marketing Theory & Practice
Batch: VLFM-03
Module: 01
Topic: Electric Motorcycle Guided By: Dr Neha Srivastava
Prepared By (Group 3)
Akshat Verma
Pradeep Kr Shrivas
Ganesh Tated
Subhamay Deb
Rajdeep Kuthe
MARKETING THEORY & PRACTICE Welcome to the Revolution!
Revolt Motors Launches Electric Motorcycles
• Hair flowing with the wind, the smell of rubber burning over
the tarmac and the feeling of being a free bird flying past
everybody else. Irreplaceable! Biking is a passion - yes, we
know!
• We’re here to juice up your biking experience by giving you
the pleasure of being on a motorbike, yet you playing the role
of knight in shining armor in the mortal’s campaign of “Save
The Earth!”. Seriously, let’s contribute to the society we’ve
got so much from? Well, it all starts with you!
• Revolt Motors is the next-gen mobility company, created for
the smart world.
“Get Your Motor runnin'.....Head out on the highway”
MARKETING THEORY & PRACTICE 4P MODEL OF MARKETING
Product Price
• Green Bike With “0” fuel • RV300 -MRP Base 2999 pm
• App based Battery charging system • RV 400-MRP Base 3499 pm(For Normal
• Wide Ergonomic Structure. Model)
• India's first AI enabled Motor cycle. • RV 400 -MRP Base 3999 PM(Prime Model)
• Geo- Locator MRP ? MY REVOLT PLAN
• 4 variety of Motor cycle sound
Marketing Mix
Place Promotion
• Targeted for metro’s Delhi & Pune ( Initial)
• Gadget 360 automobile magazine
• PAN India target in long term
• Social Media
• For young 18-30 year old
• E-commerce (Amazon)
• Social Media
• Promotional video
‘The product captures an Attractive Marketing Mix’
MARKETING THEORY & PRACTICE 4 A MODEL OF MARKETING
Accessibility Availability
• Online Booking Available
• Geo -Locator (Amazon ,Revolt online site)
• Sound changing features • Easy Battery charging with Home delivery
• Easy operation • APP based battery charging
• Water proof (Specially in Mumbai) • Swapping facility of batteries
• 3 modes eco, city and sports makes it unique • Many dealers are available in Delhi & Pune
• Revolt hub experiential showrooms
Marketing
Challenges
Affordability Awareness
• Zero fuel zero pollution
• Rich variety in price
• Safety rich
• Available in Monthly subscription basis
• Lower speed limit
• Price ranges from 2999-3999 Rs/month.
• Auto adjusted AI system
Maneuvering Over the environmental challenges, easy on pocket, various salient features & feel-good vibes
MARKETING THEORY & PRACTICE MARKET ORIENTATION
MARKETING CONCEPTS
Social
Relationship
Product Marketing Responsibility
Marketing
Marketing
CUSTOMER Product Performance • Democratizing clean
-Interactive Revolt Hubs • 0-100% charge in 4.5 commute using next-gen
-After Sales Service Hours mobility solutions.
• Service Centres • Range – 150kms • To create a future of next-
• Battery Swapping • AI Enabled gen
Outlets • SOS battery delivery mobility with 100%
• Smart Lock accessibility
• Voice Enabled and 0% fuel residue
• Ergonomics
Revolt motors is approaching towards a holistic marketing approach
MARKETING THEORY & PRACTICE CUSTOMER VALUE PREPOSITION
150 km single charge range Functional Swappable battery
85 km/hr top speed Performance similar to 150cc
Low cost of ownership
1st AI enabled bike
CUSTOMER Don’t buy, subscribe
4 different bike sounds
VALUE (My Revolt Plan)
1st bike on Amazon
Unlimited battery
Charge your bike like
warranty
phone Economical
Experiential Free 3 years service
Non polluting clean vehicle High energy efficiency +50%(Petrol)
Economic growth opportunity Social Improve public health
Revolt RV 300/400 Electric Bike ticks every box in customer value preposition
MARKETING THEORY & PRACTICE CUSTOMER VALUE PREPOSITION
Functional Value:
Frame design
• 150km single charge range
• Top speed 85km/hr
• 1st electric 2 wheeler with swappable battery Swappable battery Ergonomics
• Unique frame design for higher range and strength
• Designed for 95% Indians ergonomically
• Interchangeable riding positions
• IP 67 water proofing same as IC engines Riding positions Water proofing
Economical Value:
• Low cost of ownership
• Don’t buy, subscribe with My Revolt Plan.
• No registration cost
• No service cost for 3 years 150cc petrol bike Revolt electric bike
• No insurance cost
My Revolt Plan
Revolt RV 300/400 Electric Bike creates functional & economical value for the customer
MARKETING THEORY & PRACTICE CUSTOMER VALUE PREPOSITION
Social Value: Efficiency Non polluting Economic Growth Public Health
• High energy efficiency, no wastages and 50% Electric vehicles are Electric vehicles do With electric Since electric
more efficient than petrol bikes. around 75%
efficient in energy
not produce any
smoke or any other
vehicles,
opportunities for
vehicles do not emit
any harmful gases
• Non polluting clean mobility solution for the society utilization compared air pollutants which creating new which are directly
to 25% in petrol keeps the renewable energy linked to Asthma,
• Creates opportunity for economic growth in the vehicles, which environment clean resources will Bronchitis and
electric vehicle segment means less and helps in increase, certain Cancer’s it
resource utilization improving the opportunities for will help in
• Will contribute in improving public health concerns and taking less from overall air quality charging improving public
the environment. index. infrastructure will health in a longer
in longer run rise etc . run.
Experiential Value:
• 1st AI enabled bike in India
• 1st ever bike with 4 different sounds
• Charge your bike like your phone at home
AI Enabled 4 different bike sounds
• 1st bike to sell on Amazon
• 1st bike with smart key
Amazon Smart key
Revolt RV 300/400 Electric Bike creates social & experiential value for the customer
MARKETING THEORY & PRACTICE SEGMENTATION, TARGETING AND POSITIONING
STRATEGY OR OBJECTIVE
• To tap all spheres of bike commuting market
• Starting with first targeting youth population, most promising customers
(1st bike buyers, experimental, tech enthusiastic, economically dependent)
WELCOME TO THE REVOLUTION!
The next-gen mobility company
#JoinTheRevolt
Revolt RV 300/400 Electric Bike targeting whole market, but starting with Youth (similar to CARAVAN)
MARKETING THEORY & PRACTICE SEGMENTATION, TARGETING AND POSITIONING
Psychographic Geographic
Revolt is targeting customers who are Two main Youth concentrated centers with
rational in nature and put “WHY” before ease of doing business- Delhi and Pune are
going forth. Who believe trying new things targeted for introduction of product. PAN
have value and concept of saving India expansion to be done soon.
environment and bringing change.
Market
segmentation
Benefit
Behavioral Revolt is targeting customers on the basis of
different benefits it is providing like economic
Revolt is targeting customers who are
benefits, no pollution, latest personalized
vigilant and aware of economic and
features, break through technology, excellent
environmental consideration so that they
service.
can act as initiators and influencer for other
customers segment as well.
Demographic
Depending on all above consideration Youth population is best
suited, hence they are targeted first.
MARKETING THEORY & PRACTICE SEGMENTATION, TARGETING AND POSITIONING
Evaluation of Segment Attractiveness
• Substantiality- India being young country provide substantial market to initial target segment and Government’s
initiative to move to EVs provide a long term substantiality
• Reachability- Bikes being a household commodity and have a wide customer base is easy to reach market. Current
model of dealership and online sales provide excellent penetration into the market
• Profitability- Revolt is targeting long term and large customer base, Theoretically this market is having good profit
potential considering to have good market environment.
(*provided established companies with deep pocket do not make the market volatile)
• Stability- Substantial market and eco-friendly economical quality product ensures stability
• Identifiable- Both short term and long term segments are easily identifiable
Market targeted by Revolt is Attractive, profitability is subjective.
MARKETING THEORY & PRACTICE SEGMENTATION, TARGETING AND POSITIONING
Targeting Strategy
• Differentiated Marketing- Revolt is having a all segment utility product but targets youth segment initially. It is using
differentiated marketing so that it can grab initial attractive segment and slowly reach other segments as they
become aware of product value. ( Youth appealing commercial online advertising, presence on social media
platforms, launch events)
• Concentrated Marketing- Revolt is all segment bike hence concentrated marketing is not used.
• Micro-marketing- Revolt doesn’t need personal persuasion, all its benefits and values are well conveyed by
differentiated marketing.
• Mass Marketing (Undifferentiated)- Once Revolt grabs initial young segment it may shift to this mode.
Revolt is currently following Differentiated Marketing Strategy.
MARKETING THEORY & PRACTICE SEGMENTATION, TARGETING AND POSITIONING
Point of Parity (POPs) Point of Difference (PODs)
Category POP- Revolt has all the basic functionality which its • Best Ergonomics
counter parts have. • Voice enabled/ App enabled/ Remote enabled start.
• Water Proofing IP67 standard
Competitive POP- Revolt is competitive because it has • 4G connectivity, AI Bike
features like • Multiple option to get charged battery (USB charging 15A,
• Front fork high end bike Portable battery, Battery Swapping, home delivery)
• Adjustable rear monoshock • Combined and Regenerative Braking
• Adjustable riding positions • Unlimited battery warranty
• Ground clearance • Strategic Partnership with GO MECHANICS
• Led lamps • MRP ( MY REVOLT PLAN)
• Intelligent side stand • Online sales
• Digital instrument cluster • 3 different riding modes
• Smart side stand, Smart key • 4 different bike sounds
• 5 year product warranty, 3year free servicing
• Revolt Hubs- Experiential Showroom
Revolt having incomparable POPs & KING of PODs
MARKETING THEORY & PRACTICE COMPETITIVE ANALYSIS
Forces High Medium Low Remarks
Threat of new entrants High cost of Capital
Moderate barrier to exit
Moderate economy of scale
Bargaining power of Low forward integration
Supplier
Alternative supplier availability
Low supplier switching cost
Bargaining power of High switching costs
Customers
low substitute availability
Low volume of purchases
Threat of Substitutes High switching costs
low substitute availability
Low performance of substitutes
Competitive Rivalry Small number of firms
Low aggressiveness of firms
High switching costs
Summary : Threat of new entrants is the most significant force that may impact the business.
Recommendations: Thus, the company must prioritize this force in its strategic formulation to achieve stronger
competitive advantage w.r.t the new entrants through innovation and increased market presence.
Competitive analysis shows that product launch has been carefully studied and Revolt has come up with a unique product
MARKETING THEORY & PRACTICE COMPARITIVE POSITION OF REVOLT WRT PRICE
250000
Tork T6
200000
Ather 450
Price (in Rs)
100 KM/Full Charge
150000
Revolt RV400
75 KM/Full Charge
100000
Okinawa
Unoccupied Space
50000
150 KM/Full Charge
50 KM/Full Charge
0
Scooters Motorcycles
Revolt is placed in a unique zone where no other competitor is currently available
MARKETING THEORY & PRACTICE INTEGRATED MARKETING COMMUNICATION
NOISE
Strategic Execution
MACROMODEL POD
• Lifetime Battery Warranty
REVOLT Ad AGENCY TVC,MEDIA RECEIVER
• 3 Years Free Servicing
FEEDBACK • Voice Enabled, Powered by
Google
• Swappable Battery
We want to reach crowd of age group 18-30,
Response should be store and website visits • Don’t buy, Subscribe to My
Revolt Plan
• Free tyre replacement
Strategic Intent • Changing bike sounds
Informational, Category Need (customers who
have never heard of Revolt or know little bit).
Problem Solution Ads – ex. Clean energy, to POP
replace Fuel • Focussing on clean energy
Create slogans like - #JointheRevolt, #RIPFuel, • Full Charge in 4.5 hours
#RIPPollution, #Greenmatters
MARKETING THEORY & PRACTICE INTEGRATED MARKETING COMMUNICATION
Events/Experiences Personal Selling Advertising
- Launch Event in Delhi and Pune.
- Bike Racing Events organised through -Interactive Stores in Delhi and Pune - Broadcasting ads in Delhi and Pune in
local bikers areas like Koregaon Park, Baner, etc.
- Showcasing bike at Auto Expo, Delhi through local advertising channels
- Sponsor Concerts in local bars and pubs. - Newspaper, Magazines and Leaflets
- TV Commercial Ads
- Billboards
- Logo Display. Ex. Headlights of Revolt
- Advertising in Malls, Colleges and IT
Parks.
Sales Promotion Social Media
- Instagram
- Free Servicing for 3 years - Facebook
- Discounts on Pre-Booking - Twitter
- Unlimited Battery Warranty - LinkedIn
MARKETING THEORY & PRACTICE FUTURE STRATEGIES
As of now, the focus is on motorcycles, later Revolt will come up with scooters also.
Currently the bikes can be booked online at Revolt.com and on Amazon. Revolt are going to have
other multiple distribution channels.
After Delhi and Pune, Revolt will go to Bangalore, Chennai, Hyderabad, Mumbai, NCR,
Ahmedabad.
Currently youth is targeted, with new products other segments will be considered.
Partnering with GoMechanic to give consumers a hassle-free after-sales experience to ensure
stickiness and generate WOM.
Apart from servicing your Revolt motorcycle, GoMechanic workshops will also have battery
swapping stations that will reduce the waiting time of customers at charging stations.
The localization of suppliers is around 60%-70%. Rest we are going to localize within one year so
that everything will be localized in India.
Future strategies of Revolt are already planned and under progress
MARKETING THEORY & PRACTICE
THANK YOU
