Mahindra Reva Project 306

Team Members

Anisha G (MBA PR 2013-15)

Annette Stephen(MBA PR 2013-15)

Manasi Sakpal (MBA PR 2013-15)

REVA is the new REVA-lution

• It isn’t just a car, it’s a new concept, a new way of life-that of the future.

• Quality matters more than the cost

The story thus far…

• The Reva Electrical Car Company (RECC, founded in 1994by Chetan Maini, as a joint venture between the Maini Group of Bangalore and Amerigon Electric Vehicle Technologies (USA)

• In 2001 Reva was launched by RECC.

• Mahindra acquired Reva in May 2010.

• It was positioned as a ‘green’, affordable car and aimed at young and elderly couples and women. It was predicted to sell 1500 cars during the launch. However the numbers fell short to just 300 cars.

• There are more than 1000 Reva customers.

Old campaigns…

• Mahindra Reva previously, came up with a digital campaign, Think and Ask.

• The customers uploaded videos starring themselves and their friends posing questions about e-cars.

• Creating and sharing these videos enabled the participants the chance to win a new Reva e20.

• With increasing number of questions, the features of the car was revealed.

• More than 20,000 questions were asked.

The new campaign addresses…

• Battery power and efficiency: viewed as cumbersome

• Negative price positioning: seen as too expensive, not enough value for money

• Customer value: Customer should feel their purchase is meaningful towards themselves and the environment

REVA-lutionA musical concert- PR campaign tool

Emphasises revolution in the way we use the car highlighting its eco-friendly features.

The entire concert is powered by the batteries of the REVA cars

REVA-lution happens…

• REVA-lution is a musical concert show that is lit by the battery of Mahindra Reva cars

• The concert stars Indian leading playback singer Shreya Ghoshal

• Mahindra Reva cars are lined up and piled in the back drop. Direct connections are taken from the cars to show that the batteries are used to light the instruments.

• Free tickets are provided for the customers

• Timely feedback taken from other viewers

We are seeking to cover…

• Primary objective- Brand retention and Visibility

Concert counters the negative image about the car batteries’ powerfulness.

Reva’s uniqueness as a green electric car is re-emphasised

Reva’s position as a quality alternative to fuel burning cars is also emphasised

We are seeking to cover…

• Secondary Objective: Customer Value

Customers are made aware of the correctness of their choice

Brand loyalty is built

Brand promotion happens by word-of-mouth

Is it possible? YES…

• Engineering cars and set up to produce electrical energy for the concert- highly possible

• Organising cultural event, high profile singer with household appeal (such as Shreya Ghoshal) – subject to date availability and other factors, possible

• Budget, money spent on the pre-event, event and the post-event- viable

How do we go about it…

• Customers receive e-ticket or pick them up from dealers

• Print and Radio advertisements

• Pamphlets and hoarding put up in various parts of the city.

How much do we spend..

• TALENT COST: Shreya Ghoshal’s salary (subject to various factors)

• PRODUCTION COST- 5 lakhs (Stage, lights, music, seating and security)

• MARKETING COST- 7 lakhs (print ads, radio ads, pamphlets and hoardings)

• STAFF COST- 50,000 (fees for the event management company)

• VENUE COST- subject to various factors

• TICKETING COST- 600 per ticket

• MISC COST- 3 lakh

We expect…

• The misconceptions about the battery power can be replaced with true understanding

• Brand loyalty built

• Pool of potential customers widened

• Revenues from the tickets

• Increased brand awareness

We referred from…

• http://www.mahindrareva.com/Reva-Home.html

• http://amitblogs.com/2011/02/06/reva-what-went-wrong-and-the-second-innings-strategy-2/

• http://forbesindia.com/blog/business-strategy/why-the-economics-of-mahindra-reva-e20-dont-work/

• http://www.soundonsound.com/sos/aug12/articles/outdoor-sound.htm

• http://sustainability.uoregon.edu/office-sustainability/news/powering-whole-concert-just-easy-riding-bike

• http://marketingpractice.blogspot.in/2006/05/reva-electricity-car.html

• http://www.prmoment.in/1178/The-Economists-new-campaign-is-a-joy-to-read-and-the-Mahindra-Reva-e2os-PR-is-electric.aspx

Join the REVA-lution…