Design Management Assignment 1
ELECTRIC VEHICLE
TWO WHEELER
GROUP 1
SUDIPTA | ANJALA | DHEERAJ BELGAONKAR | DHYANADITYA | INSHA | KARUNA PIOUS P |
SAKSHAM SHARMA | ATHUL | RAJALAKSHMI | TLVS MURTHY
OLA!
GOOD MORNING
EVERYONE
ELECTRIC VEHICLE
Vehicles that get some or all their power from an
electric drivetrain are referred to as EVs.
Concerns
• Climate change
•
•
Urban air pollution
unstable & expensive oil Types of EVs
Advantages
Battery Electric Vehicle
• Low or zero emission of greenhouse
gasses(GHGs) & urban air pollutants
A battery electric vehicle runs entirely on an electric
• can consume little or no petroleum motor, powered by a battery.
• Lesser Engine Components
• Higher Energy efficiency Plug-In Hybrid Electric Vehicle
A plug-in hybrid vehicle has both an electric motor
and a gasoline engine onboard.
Fun Fact:
Hybrid Electric Vehicle
• The power load of a recharging EV is equivalent to
about four plasma televisions, and a homeowner can
A typical hybrid vehicle is fuelled by gasoline and
expect to use 0.2 KWh of electricity per kilometer driven. uses a battery-powered motor to improve
• Bringing a million EVs to roads right now would reduce oil efficiency, thus is not considered a plug-in electric
demand by approximately 12 million barrels per year.
vehicle.
SECTOR OVERVIEW Political Economic
• FAME – II Scheme subsidy • Increased Crude Oil prices
• Make in India • GDP Growth post covid
The global market for • Easy Financing Schemes
• Atma Nirbhar Bharat
electric vehicles
• PLIACC Scheme – encourage
$802.81 international investors to setup
billion Mfg facilities
$162.34 Technological Socio-demographic
billion
• Improvement in Battery • Young Population
Technology • Interest in Sustainability
• Infrastructural Growth • Future focused
2019 2027 • Minimalistic & Individualistic
• Green energy
growth rate of 22.6%.
Main Players in the Segment, India
Market Share
Ola Okinawa Hero Others
Milestones:
Generating sales of 100 km Range
The Journey of Ola Electric
1
First EV maker in India 2 INR 11bn ($200m) 3 can be charged with a
to clock 20,000 sales in
in 48 hours 5-watt socket by using the
a month
• Manufacturing unit: Tamil Nadu By selling its electric portable 750-watt charging
• Initial output: 2 million Unit pa scooters online on adapter
• Estimated Potential output: 15 September 2021
10-million-unit pa
• 3000 AI powered Robots
Setting Hypercharger empowers the
• Designed to solve the increasing carbon
4 stations In about 400
5 women workforce
emissions.
• Alternative solution for increased Cities in India
fossil fuel consumption. Charged more Quickly
• Renewable energy
Ola plans to manufacture about
25,000 scooters every day and emerge
as one of the top electric scooter
6 7
manufacturers in the world. The factory 50% market share in the Competitors
is also strategizing efforts to install solar premium scooter segment Bajaj Chetak, Ather 450X,
panels on the roof to save electricity. across ICE and EVs and the TVS iQube.
60% M-O-M growth over its
September performance
SWOT Analysis
Strengths Weakness
• Strong financial backing from Ola & SoftBank • Relatively new entrant in the electric vehicle market
• Early Mover advantage
• Limited manufacturing and supply chain experience
• Innovative and advanced technology
• High competition from established players & new entrants
• Established brand reputation in the ride-hailing industry
• Diversified product portfolio • Demand and Supply are incompatible.
• 7+ entities serving in specific departments -Transportation, Food, • Technical troubles within the new product causing lack of
Financial & Public offerings. customers.
• Reduced Manual efforts to an extent.
• Ola has evolved its standards from a complete transportation
provider organization to Manufacturing organization creating a
massive effect within the revolution
Opportunity Threats
• Growing demand for electric vehicles in India & globally • Intense competition in the electric vehicle market
• Government incentives & policies supporting electric vehicles • Potential supply chain disruptions & material shortages
• Potential for expansion into new markets • Regulatory changes and policy uncertainty
• Variety of offerings supplied at one forestall. • Fluctuations in the cost of raw materials and production inputs.
• High possibilities of turning into the quickest transferring EV of • Data protection and leakage concerns.
India. • Risk involved in Mining & Recycling of the battery components used in Evs.
• Foreign manufacturers steal Indian clients via bringing in advanced
technology answers if they don’t improve every so often
PRODUCT PRICE PLACEMENT PROMOTION
• S1 Air _ ₹84,999 Online • Social Media
• Smart Futuristic Tech Experience Center
• S1 _ ₹99,999 • Print Media
• Sleek Design • S1 Pro _ ₹1,29,999 • Refer & Earn
• Hyper Charge
• 2nd Longest range - 181 km/charge
• More Unique & Trendy
Color Options
PEOPLE PROCESS PHYSICAL ENVIRONMENT Marketing Mix
• 4000+ EMPLOYEES • Experience Center • Largest Manufacturing Unit
• 100000+ Factory Workers • Purchase through the
• CEO become face of the Dedicated app • 150+ Experience Centers +
Company unlike competitors
• 500000+ CUSTOMERS
•
•
EMI option is available
Home Delivery
Customer Care Supports MISSION
• Ola Home Service
ELECTRIC
• Service appointment 24/7
using the Dedicated app.
• Pick up and Drop Off Repair
Facilities
Sustainability
Brand Identity Young & trendy
Progressive
• Ola Electric banks on the existing brand identity of Ola Customer-Centric Futuristic
Cabs, but uses only the typeface and not the actual logo.
• The brand theme has moved from lemon green (lively and Premium
pleasing to the eye) shade to GREEN, for obvious reasons of
•
EVs being “Green Vehicles”
Brand Architecture leans towards “Branded House”
Innovative Future is Electric
• Logo is short on text and usable in variety of scenarios
Focus on the product Minimal
• Timeless: independent of color, background, media etc
• Minimalist Design: Perceived as FUTURISTIC Energetic & sporty
Brand Image
April 2022 November 2022
Resilient | Affordable
Brand Personality Reliable | Young | Friendly | Athletic (Speedy)
Friendly
Trendy
Futuristic
New Companies are focus on youth & Future oriented Legacy companies
relying on the trust
Different Target Users
Competitors
100%
