reva_cars.pdf

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Research Paper
On
Development and Launch
Of
REVA electric car
Submitted by
Arvind Verma
Roll No. 27
Telecom Management and IT- II
Symbiosis Institute of management Studies, Pune
Arvind Verma
New product development and launch
Roll no 27
TMIT –II
SIMS
INDEX
1.
2.
3.
4.
About Reva Electric Car Company
Idea generation
Idea Screening
Concept Generation and testing
a. Customers, their benefit and occasion of use
b. Reva vis-à-vis competitors and substitutes
c. Emerging products
d. Creating differential advantage
i. Propriety technologies
ii. Features attributes and benefits
e. Specifications
f. Price
g. Perception Maps
5. Market strategy development
a. TMS
b. Brand Positioning
c. Product Variety Plan:
d. Price Plan
e. Distribution strategy
f. Promotion Strategy
g. Long run Sales
6. Business Plan
7. Prototype development and testing
8. Test Market
9. Commercial Launch
10. Post Launch
11. Reasons for failure of Reva
12. Conclusion
Arvind Verma
New product development and launch
Roll no 27
TMIT –II
SIMS
THE REVA ELECTRIC CAR COMPANY
Inception
The Reva Electric Car Company, RECC, was incorporated in 1995 as a joint venture
between the Bangalore based Maini Group and AEVT Inc of Irvindale, California, to
manufacture environment-friendly, cost-effective electric vehicles for city mobility.
Vision
The RECC has been established with the vision of combining a tradition of excellence
and leadership in environment friendly urban transportation, offering the best value and
highest quality electric vehicles anywhere in the world. The key tenets are to promote
environment friendly technologies, to always be at the forefront of development and
innovation in the field, to ensure the highest levels of quality and reliability, thereby
giving the 'Made in India' tag respectability and acceptance globally.
Philosophy
The "zero principle" - philosophy of the Maini Group has been the guiding principle of
the RECC - zero defects, zero time delays, zero inefficiencies and zero pollution. This is
achieved through Zero Wastage and Zero Compromises.
Location
The RECC is at the Bommasandra Industrial Area, Bangalore. The company has an
installed capacity of 5000 units and employees over 180 people. The Production Centre is
based on an advanced flexible assembly line that ensures high productivity at lower
breakeven volumes.Its R&D Unit has a DSRI recognition for further indigenisation and
development of newer models of EVs. The unique Testing Centre ensures that every
Reva rolling out is totally safe and reliable.
Arvind Verma
New product development and launch
Roll no 27
TMIT –II
SIMS
DEVELOPMENT AND LAUNCH OF REVA
Stage 1: IDEA GENERATION
Almost 30 years ago Sudarshan Maini conjured the vision of a small car for city
commuting. When his son Chetan Maini led a solar car team to victory in the GM Sun
Race in 1990, it prompted Sudarshan to add electricity to his dream car. He named this
car Reva Reva, which in Sanskrit means "a new beginning"
Idea 1: Electric Car
Idea 2: Hybrid Car
The car was designed based on the feedback from 3000 people in 9 Indian cities. The
requirement range from low purchase price, low operating cost, ease of driving and
parking.
Stage 2: IDEA SCREENING
Hybrid Car:
Probability of success very less
Because: Less developed Technology
High development costs
Stage 3: CONCEPT GENERATION AND TESTING
Earlier known as Maini Amerigon, the Reva Project was first conceived in July 1994,
when Chetan Maini, Managing Director of RECC, initiated the Reva Project at the
Amerigon Inc.
Who is the customer, the unique benefit to him/her and occasion of use ?
Target Marget Segment
Small Families
Office Going people
College going youngsters
Old aged people
Benefit to TMS
Low operating costs
No need to stand in queues
for gasoline
Styling looks
Safety, Hassle free driving
Occasion of use
When going out for
shopping etc.
Daily commuting to and fro
from office
Home-College commuting
Going to office, market
Where RIVA Stand vis-à-vis competitors and substitutes?
Competitors:
Ashok Leyland(makes only electric trucks)
Substitutes:
Small Cars: Maruti 800, Maruti zen running on petrol/diesel
2-wheelers
New product development and launch
Roll no 27
TMIT –II
Arvind Verma
SIMS
What can be the Emerging products that can be a threat ?
Hybrid cars which run on both gasoline and electricity
How can REVA create Differential advantage?
a)
REVA deploys the following 3 key proprietary technologies:
1.
The integrated power system (IPS):.
The system is a proprietary technology
developed by Amerigon and is patented. All major battery functions from
charging and monitoring to range indication, motor control and power conversion
for auxiliary systems and system diagnostic are managed by the IPS
2.
The Engine Management System (EMS):
EMS has five key functions, which
are: charger control; state of charge (SOC) estimation; vehicle diagnostics; batter
warranty verification and vehicle date acquisition (DAQ). The EMS also controls
the outputs on the instrument panel of the Reva
3.
Climate Control Seats (CCS)
: The next critical piece of equipment used in the
Reva is the cooling, heating and ventilating system i.e. CCS. This equipment is
protected by patents filed by Amerigon. The CCS has a solid state heat pump and
is extremely efficient (typically energy consumption is 10% less than that are
used in conventional air-conditioner).
Thus it creates Entery Barrier to competitors
b) Features, Attributes and Benefits
S.no
FEATURES/ATTRIBUTES
1
The integrated power system (IPS)
2
The Engine Management System (EMS)
BENEFITS
significant cost and weight
reductions
Optimizes charging and energy
output of batteries to maximise
operating range and improve
performance, improve efficiency
and reduce cost
This ventilates and cools/heats the
seats to increase driver comfort
under different weather
conditions
Facilitates good road handling
and a smooth drive
Contribute to a high level of
reliability and safety
3
Climate Control Seats (CCS)
4
5
MacPherson single a-arm suspension in the
front and coil spring in the rear
Side impact beams, a specially developed
steel frame and electronic regenerative
braking
Arvind Verma
New product development and launch
Roll no 27
TMIT –II
SIMS

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