Qute – Taking the path less driven

Radical Innovation facing a setback

Qute – a market rebel challenging status quo - a radical innovation to traditional three-wheeler , for intra-city travel

Qute faced an initial setback from all fronts because there were no market rebels promoting them. There was no social movement championing it
no hot cause fuelling emotions of consumers, and no cool techniques of mobilization getting them to purchase them.

Disinterest from auto drivers as it was a direct threat if Bajaj decided to have tie-ups with B2B firms.

Hot Causes – Bajaj should focus on the “hot cause” of lesser emission , higher fuel efficiency to arouse shared emotions of Indian customers to
adopt an eco-friendly vehicle. It should be portrayed as solution for mobility issues in highly congested cities, arouse consumers’ emotions

Cool Mobilisation-By engaging people in new collective experiences that transform beliefs. Small scale retailers, micro-enterprises will be drawn
towards Qute , once they actually experience its usage. They should realise that multiple purposes can be achieved, unlike autos
 Marketing Roadmap for India (1/2)
B2B Strategy
Trade Show Marketing ( 6 months – in various cities )
• Quadricycle as a concept is new for India. Having a strategy centred
around trade show marketing , an exhibition where companies in a
specific industry showcase products – will attract huge crowds
• Value Proposition - meaningful conversations between companies,
competitors and consumers alike

Niche Marketing ( 1year in urban and rural areas )

• To SMEs and small-scale retailers, distributors for daily operations. Metal
roof can carry upto 50kg of additional weight
• Explore tie-ups with Ola, Uber – safer alternatives during COVID
Roadmap

Incentive based Marketing – 6-9 months

• To Target travel agencies in airports and railway stations –Qute will serve
as an alternative to consumers who currently find taking a taxi from
railway stations and bus stands expensive.
 Marketing Roadmap for India (2/2)
B2C Strategy
Putting an emphasis on Novelty
• Provide three-wheeler users an economical upgrade - autorickshaw drivers who
have been around for years and are keen on graduating to something bigger , at similar
operating costs
• They offer a unique driving experience, weather protection, new sensations along with
being more eco-friendly. While all innovations have downsides, novelty is a great
selling argument.
• The Qute will hit a sweet spot between the three-wheeler and the car in intra-city
mobility
• The CNG Qute can deliver up to 45 km/kg which is even more economical than petrol-
driven scooters and motorcycles.
• Can be an effective means of car-pooling , shared services in cities.
Mass Media Marketing – ( 1-2 yrs)
• Attract middle class Indians via blogs, social media posts, newsletters.
• Celebrities for advertisements for a better connect. Eg: Akshay Kumar – TATA Ace
• Use Influencers – For reviews based on test drives
• As a second car in household – for short-distance travels, dropping kids to schools,etc