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    Ather Energy: Motivating India For Smart Electric Scooters

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    Saswata Choudhury
    Ather Energy is an electric scooter company based in India with a team of 7 members. They conducted a SWOT analysis that identified strengths such as local brand identity and funding, weaknesses like being a new entrant and high upfront costs, opportunities in government mandates for EVs and customer preferences for clean mobility, and threats from dependence on Chinese imports and lack of EV infrastructure. A needs analysis identified that customers want easy charging access, lower costs, time savings over traffic, and a positive feeling about EVs. Initiatives to improve perception include emphasizing the local Indian brand, advanced technology, environmental benefits, customer satisfaction, focusing on benefits over features, and collaborating with events and startups. The target consumer persona

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    Ather Energy: Motivating India For Smart Electric Scooters

    Uploaded by

    Saswata Choudhury
    378 views7 pages
    Ather Energy is an electric scooter company based in India with a team of 7 members. They conducted a SWOT analysis that identified strengths such as local brand identity and funding, weaknesses like being a new entrant and high upfront costs, opportunities in government mandates for EVs and customer preferences for clean mobility, and threats from dependence on Chinese imports and lack of EV infrastructure. A needs analysis identified that customers want easy charging access, lower costs, time savings over traffic, and a positive feeling about EVs. Initiatives to improve perception include emphasizing the local Indian brand, advanced technology, environmental benefits, customer satisfaction, focusing on benefits over features, and collaborating with events and startups. The target consumer persona

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    Ather Energy is an electric scooter company based in India with a team of 7 members. They conducted a SWOT analysis that identified strengths such as local brand identity and funding, weaknesses like being a new entrant and high upfront costs, opportunities in government mandates for EVs and customer preferences for clean mobility, and threats from dependence on Chinese imports and lack of EV infrastructure. A needs analysis identified that customers want easy charging access, lower costs, time savings over traffic, and a positive feeling about EVs. Initiatives to improve perception include emphasizing the local Indian brand, advanced technology, environmental benefits, customer satisfaction, focusing on benefits over features, and collaborating with events and startups. The target consumer persona

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    378 views7 pages

    Ather Energy: Motivating India For Smart Electric Scooters

    Uploaded by

    Saswata Choudhury
    Ather Energy is an electric scooter company based in India with a team of 7 members. They conducted a SWOT analysis that identified strengths such as local brand identity and funding, weaknesses like being a new entrant and high upfront costs, opportunities in government mandates for EVs and customer preferences for clean mobility, and threats from dependence on Chinese imports and lack of EV infrastructure. A needs analysis identified that customers want easy charging access, lower costs, time savings over traffic, and a positive feeling about EVs. Initiatives to improve perception include emphasizing the local Indian brand, advanced technology, environmental benefits, customer satisfaction, focusing on benefits over features, and collaborating with events and startups. The target consumer persona

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 7

    Ather Energy

    Motivating India for Smart Electric Scooters

    Group Members:
    Aditya Pandey
    Madhusudan Thakur
    Savinay Goel
    Mitesh Billore
    Saswata Choudhury
    Christopher Domai Tholou
    Varun Chandana
    Vikas Kanojiya
    SWOT Analysis
    weaknesses threats
    1) Unestablished Brand Identity 1) Dependence on Chinese imports
    2) Relatively a new entrant in the 2) Strong goodwill of other competitors 
    Automobile Industry where big players exist 3) Lack of awareness about EVs in rural / sub
    already urban areas
    3) High Upfront Cost of Scooters 4) Serious lack of nationwide EV infrastructure

    S w O T
    Strengths opportunities
    1) Local brand identity that resonates with Indian
    customers 1) Govt Mandate to shift to EV two-
    2) $100M+ funding from investors wheelers by 2025
    3) Leading-edge technology and customer 2) Ever-rising prices of petrol
    experience 3) Customers increasing preference for clean
    4) Ather-Grid for charging without hassle mobility
    5) Ather One – Doorstep pickup and service
    NEEDS OF CUSTOMERS

    Easy availability of charging


    1 station would help alleviate
    range concerns for vehicles

    Lower vehicle and maintenance Feeling positive and


    cost since customers are 2 3 comfortable about owning
    accustomed to a lower price range Electric Vehicles.
    for 2-whelers.

    Buyers expect to save their time


    which is wasted in traffic and
    4
    parking.
    INITIATIVES FOR FAVORABLE
    PERCEPTION

    Local Indian Brand Cutting edge tech ECO FRIENDLY


    The youth of the nation is usually tech- Clean mobility is the way to go forward in
    Mentioning and thus capitalizing
    enthusiast and always wants to lay its hands order to reduce carbon emissions in the
    the Indian entity of the brand in
    on the most advanced offering in the market. world. AE can leverage this situation with
    every marketing message
    AE has potential customers in them . its product

    Customer Focussing on Collaboration with


    satisfaction word benefits over events and other
    of mouth features startups
    As a relatively younger entrant in the While Ather Energy offers premium tech Customer Visibility can be achieved
    Automobile Sector, AE needs to pay special features as its offering, it needs to by collaborating with other startups
    attention to its current pool of customers, and communicate these, primarily in form of for marketing for synergy and by
    further leverage their honest and positive benefits before technicalities, in order to sponsoring various kinds of student &
    testimonials to attract new customers. resonate with a larger audience. public events.
    Consumer persona

    INTERESTS Personality
    Tech Savvy
    1 Short Distance Rider
    Cares for
    Environment Works in an
    2 urban city
    Uses Social
    Media 2
    3 Quality conscious

    LOOKING FOR SHOPPING


    Modern Mobility CHOICES
    Online Shopper
    Motivation process for Ather energy

    Self
    actualization
    Needs
    Parking assist function
    to help customers achieve
    their full potential.

    Esteem needs
    Increasing customer's confidence in the
    product by product specialists  at
    AtherSpace.
    Social needs
    Emotional connect with the product being an Indian one with
    less than 25% of its parts imported.

    Security/Safety needs
    Remote control with smartphone which enhances security
    No risk of running out of power with charging station within 4 km everywhere in
    Bengaluru. 

    Physiological needs
    Thanks

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