REVA

REVA
• SARGAM SETHI
• ROHIT MICKA
• SAURAV YADAV
• SANJEEV KUMAR
• SHILPI KOTIYAL
• RISHI RAI
 INTRODUCTION
• In May 2001, Reva, an electric car, was launched in Bangalore
(Karnataka) by the city-based Reva Electric Car Company (RECC).
Reva was claimed to be India's first zero-polluting, battery-driven
car with a running cost of just Rs 0.40 per km. One of the first
electric cars in the world to go in for mass production, Reva was
slated to become the cheapest car in India.

The sources of information for the customer Most of the sales

come from referrals from previous customers. For most of the
customers this is the second car and 50 per cent of the
customers are women. The car is being predominantly sold in
Bangalore
 HISTORY
• REVA Electric Car Company Private Ltd. (RECC),
based in Bangalore, India, was established in 1994
as a joint venture between the Maini Group India
and AEV LLC, California USA, to manufacture
environment-friendly and cost-effective electric
vehicles (EVs). Seven years of R&D earned the RECC
recognition in the form of 10 patents and a globally
accepted product. REVA, India's first zero polluting
Electric Vehicle for city mobility, was
commercialized in June 2001.
 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.
 MISSION
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.
SWOT ANALYSIS
 STRENGTHS
• No Competition in the Electronic Vehicle
Segment.
• Environment friendly car
• Economic to Drive (0.4 paise/KM)
• Successful in Export Markets (no 1 in UK)
• Easy to Drive (gearless, clutchless, small turning
radius)
• Easy to park (small size)
 WEAKNESSES
• Competition from gasoline vehicles
• Small size
• High Price
• Low consumer awareness
• Small driving range (upto 65 KM)
 OPPORTUNITIES
• Huge untapped EV market
• Growing demand of green technologies
• Rising fuel costs
• Growing road congestion in urban cities
 THREATS
• Government incentives to gasoline vehicles
• Entry of competitors
• Stringent safety requirements anticipated
• Availability of hybrid vehicles
 MARKETING SRATEGY
• Target customers
• Brand positioning
• Distribution strategy
• Promotion strategy
• Test market
• Commercial launch
• Post launch
 STRATEGIC MANAGEMENT PROCESS

• Environmental scanning
• Strategy Formulation
• Strategy Implementation
• Strategy Evaluation
 CORE COMPETENCIES
• REVA operates in the core areas of electric vehicles and mobility
solutions, technology licensing and licensed manufacturing and
distribution.
• Since early this year, the company has become Mahindra REVA,
after the Mahindra Group, one of India’s largest and most
diverse, acquired a strategic majority stake in it.
• The REVA manufacturing process uses less energy and produces
fewer carbon emissions than conventional car companies.
• This combination of plant and vehicle design and recycling
processes, such as for batteries, means that REVA will have one of
the lowest dust-to-dirt carbon footprints of any car in mass
production
CONCLUSION