### Research Plan for Launching a Range of EVs by Alpha Motors

#### 1. **Research Objectives**

- **Primary Objective**: To understand customer needs and expectations for electric vehicles (EVs) to
inform the launch of Alpha Motors' new EV range.

- **Secondary Objectives**:

- Identify key factors influencing EV purchase decisions.

- Gauge customer perceptions of EVs compared to traditional vehicles.

- Determine preferred features, pricing, and design attributes.

- Assess potential barriers to EV adoption.

#### 2. **Target Group (TG)**

- **Demographic Profile**:

- Age: 25-60 years

- Gender: Both male and female

- Income: Middle to high income (annual income > ₹10 lakhs)

- Education: College-educated

- Occupation: Professionals, business owners, and executives

- **Psychographic Profile**:

- Environmentally conscious individuals

- Early adopters of technology

- Individuals interested in sustainable living

- Car enthusiasts looking for innovative automotive solutions

#### 3. **Priority Markets**

- **Geographical Focus**:

- **Primary Markets**:

- Metro cities: Delhi, Mumbai, Bangalore, Hyderabad, Chennai

 - **Secondary Markets**:

- Tier-2 cities: Pune, Ahmedabad, Jaipur, Kochi, Chandigarh

- **Market Segments**:

- Urban professionals

- Tech-savvy individuals

- Environmentally conscious consumers

- Existing car owners looking for an upgrade

#### 4. **Research Hypotheses**

1. **Hypothesis 1**: Consumers in metro cities are more likely to adopt EVs compared to those in tier-2
cities.

2. **Hypothesis 2**: Environmental concerns significantly influence the decision to purchase an EV.

3. **Hypothesis 3**: High initial cost is the main barrier to EV adoption.

4. **Hypothesis 4**: Consumers prefer EVs with advanced technological features such as autonomous
driving and smart connectivity.

5. **Hypothesis 5**: Adequate charging infrastructure is a critical factor in the decision to purchase an
EV.

#### 5. **Research Methodology**

**1. Qualitative Research**:

- **Focus Groups**: Conduct focus groups in both metro and tier-2 cities to gather in-depth insights on
customer perceptions, preferences, and concerns regarding EVs.

- **In-Depth Interviews**: Interview industry experts, environmental advocates, and early adopters of
EVs to understand market trends and potential challenges.

**2. Quantitative Research**:

- **Surveys**: Deploy online and offline surveys targeting the defined TG to gather quantitative data on
preferences, expectations, and willingness to pay.
- **Conjoint Analysis**: Conduct conjoint analysis to identify the most valued features and acceptable
trade-offs in EV attributes.

**3. Secondary Research**:

- **Market Reports**: Review existing market reports and industry publications on EV adoption trends,
market size, and competitor analysis.

- **Government Policies**: Analyze current and upcoming government policies and incentives related
to EVs.

#### 6. **Success Benchmarks**

- **Customer Awareness**: Achieve a 70% awareness level of Alpha Motors' EV range among the target
group.

- **Customer Interest**: At least 50% of survey respondents express interest in purchasing an EV within
the next 2 years.

- **Feature Preferences**: Identify the top 5 features most valued by potential customers.

- **Pricing Sensitivity**: Determine the optimal price range that 60% of respondents are willing to pay.

- **Barrier Identification**: Clearly identify the top 3 barriers to EV adoption.

- **Charging Infrastructure**: Assess that 75% of respondents consider the availability of charging
stations in their area adequate or improving.

#### 7. **Implementation Timeline**

- **Month 1**: Finalize research objectives, TG, and market segments.

- **Month 2**: Design research tools (surveys, interview guides) and select research partners.

- **Month 3-4**: Conduct qualitative research (focus groups, interviews).

- **Month 5-6**: Conduct quantitative research (surveys, conjoint analysis).

- **Month 7**: Analyze data and generate insights.

- **Month 8**: Prepare and present the research report to stakeholders.

#### 8. **Expected Outcomes**

- Comprehensive understanding of customer needs and preferences for EVs.

- Clear identification of key purchase drivers and barriers.

- Strategic insights to inform product development, pricing, marketing, and distribution strategies.

- Enhanced readiness for a successful EV launch that meets market expectations.

By following this detailed research plan, Alpha Motors can ensure that its new range of EVs is aligned
with customer needs and market trends, thereby maximizing the potential for a successful launch.

### 2. Proving the Hypothesis: "Understanding TG is critical for marketing success"

To evaluate the hypothesis that understanding the target group (TG) is critical for marketing success, we
can apply the 4 P’s of marketing (Product, Price, Place, and Promotion) to Alpha Motors, focusing on its
new range of electric vehicles (EVs).

#### Product

**Importance of TG Understanding:**

- **Features and Design**: Knowing the TG helps in designing EVs that meet the specific needs and
preferences of consumers. For instance, environmentally-conscious consumers may prioritize features
such as eco-friendly materials, long battery life, and advanced energy-saving technologies.

- **Customization**: Understanding the TG allows Alpha Motors to offer customizable options, like
different battery ranges and smart technology integrations, appealing directly to the TG’s tech-savvy
and sustainability-oriented preferences.

**Example**: If the TG values sustainability and technology, Alpha Motors can prioritize developing EVs
with the latest green technologies and smart features, setting them apart from competitors.

#### Price

**Importance of TG Understanding:**

- **Pricing Strategy**: Different segments of the TG have varying levels of price sensitivity.
Understanding these variations allows Alpha Motors to adopt a tiered pricing strategy, offering entry-
level models for budget-conscious consumers and premium models for those willing to pay more for
advanced features.

- **Perceived Value**: By understanding the TG's priorities, Alpha Motors can position its EVs in a way
that highlights the perceived value, justifying the price point. For example, emphasizing long-term
savings on fuel and maintenance for environmentally-conscious consumers.
**Example**: If the TG is middle to high-income professionals, Alpha Motors can price its EVs
competitively with premium features, positioning them as a long-term investment in sustainable
transportation.

#### Place

**Importance of TG Understanding:**

- **Distribution Channels**: Knowing where the TG shops and how they prefer to purchase vehicles
(online vs. in-person) allows Alpha Motors to optimize its distribution channels. Urban professionals
might prefer online research followed by in-person test drives.

- **Market Penetration**: Understanding geographic preferences helps in deciding where to launch

initially. For example, metro cities with better EV infrastructure and higher environmental awareness
are ideal starting points.

**Example**: If the TG prefers a combination of online research and in-person purchases, Alpha Motors
can enhance its online presence and ensure availability in metro city showrooms.

#### Promotion

**Importance of TG Understanding:**

- **Messaging and Channels**: Effective marketing messages resonate with the TG's values and
concerns. Knowing that the TG values sustainability and innovation allows Alpha Motors to craft
targeted messages highlighting these aspects.

- **Advertising Strategy**: Understanding the TG helps in choosing the right advertising platforms. For
instance, digital marketing on social media and eco-friendly lifestyle blogs would be more effective than
traditional TV ads for a tech-savvy, environmentally-conscious TG.

**Example**: If the TG is active on social media and follows environmental influencers, Alpha Motors
can run targeted campaigns on these platforms, leveraging influencer partnerships to enhance
credibility.

### Conclusion

By applying the 4 P’s of marketing, it is clear that understanding the TG is indeed critical for marketing
success. Each element of the marketing mix is significantly influenced by insights into the TG, which
helps in creating a product that meets their needs, pricing it appropriately, distributing it through the
right channels, and promoting it effectively. Therefore, the hypothesis that understanding the TG is
critical for marketing success is proven.

### 3. Launching a New Range of Soaps

#### 3a. Defining TG and Target Markets

**Target Group (TG):**

- **Demographic Profile**:

- Age: 18-45 years

- Gender: Male and female

- Income: Middle-income households

- Location: Urban and semi-urban areas

- Family Status: Nuclear and joint families

**Justification for TG Selection**:

- **Broad Appeal**: The chosen TG covers a wide demographic range, ensuring the product appeals to a
large segment of the population.

- **Buying Power**: Middle-income households have the purchasing power for daily essentials like
soap.
- **Family Usage**: Soaps are a common household item used by all family members, making the family
unit an appropriate TG.

**Importance of Target Grouping in Market Research**:

- **Customized Marketing Strategies**: Helps tailor marketing efforts to meet the specific needs and
preferences of the target audience.

- **Efficient Resource Allocation**: Ensures marketing resources are focused on the most promising
customer segments, maximizing ROI.

- **Product Development**: Guides the development of products that address the specific concerns
and desires of the target market.
**Differentiation from Competition**:

- **Natural Ingredients**: Emphasize the use of natural and organic ingredients, free from harsh
chemicals.

- **Unique Fragrances**: Offer a variety of unique and pleasant fragrances that cater to different
preferences.

- **Skin Benefits**: Highlight specific benefits like moisturizing, anti-bacterial, and hypoallergenic
properties.

- **Sustainability**: Use eco-friendly packaging and sustainable production practices, appealing to

environmentally-conscious consumers.

#### 3b. Questionnaire for Primary Research

**Questionnaire:**

1. How often do you purchase soap for your household?

2. What factors are most important to you when choosing a soap brand? (e.g., price, ingredients, brand
reputation, fragrance)

3. Are you willing to pay more for natural or organic soaps?

4. How important is eco-friendly packaging to you?

5. Which soap brands do you currently use and why?

6. What skin benefits do you look for in a soap? (e.g., moisturizing, anti-bacterial, hypoallergenic)

7. How do you usually learn about new soap products? (e.g., online ads, TV ads, word of mouth)

8. Would you be interested in trying a new soap brand that focuses on natural ingredients and eco-
friendly packaging?

9. What type of fragrance do you prefer in your soap?

10. Are you more likely to purchase soap online or in physical stores?

**Sampling Techniques:**

- **Stratified Sampling**: This technique ensures representation from various strata within the
population (e.g., different income levels, ages, and geographic locations).
- **Justification**: Stratified sampling helps achieve a more representative sample, ensuring the survey
results reflect the diversity within the target market. It reduces sampling bias and provides insights
across different subgroups, which is essential for a product intended for a broad audience like soap.
By conducting targeted primary research using this questionnaire and sampling method, we can gather
valuable insights into consumer preferences and behaviors, guiding the successful launch and
differentiation of the new soap range.