CHAPTER-1EXECUTIVE SUMMARY

Go GreenBOV was started in 2007 of ACTD to reduce Indias Carbon footprint and provide cleaner and cleaner technology for the next generation. It has commenced its operations in India in the year 2007 with Indian headquarters at Bangalore. It has a nationwide presence in 4 different districts of south India, with an employee base of 60 highly skilled professionals. The company is expanding its employee base in India. The company has a loyal customer base all over the company. The company manufactures battery operated vehicles for different segments of society and is highly innovative in its approach with cutting edge technology for the first time in India. The company has got its own factory and warehouse for manufacturing its vehicles and storing the inventory. The clientele base would also have trust in the quality of products and services offered by the company.

Electric vehicle industry in India is still at a nascent stage and is growled up to 45% in 2012. Electric Vehicle industry mainly comprises of electric two wheelers, electric three wheelers and electric cars. The electric vehicle market is mainly dominated by electric two wheelers with 97.5%b of EV market. More and more number of participants are entering EV market with automobile firms launching Electric vehicle model of their conventional cars and bikes. Also there is an increase in the number of mergers and acquisitions in the electric vehicle industry. Most of the players in the electric vehicle industry operate in two wheeler segment with only one major company operating in the electric car industry i.e. Mahindra and Mahindra

During the course of my project in the Marketing Department, I was assigned the task of carrying out market research on Electric vehicles and expanding the Dealer network and B2B network of company in Bangalore and other parts in the state of Karnataka. The research showed that the Ride-on electric vehicle industry in the introduction stage of product life cycle. The market is mainly dominated with Chinese brands with only few other brands like BSA, Haolaixi. The future of Ride-on Electric vehicles looks bright but there are some factors like high price, product quality, security concerns which may be a roadblock in the growth of industry. For sale of electric bikes I visited different Food delivery restaurants, courier guys, pharmaceutical companies, supermarkets, florists and other home delivery guys and showcased our products to them. Then I followed up with all the prospective guys in Bangalore and converted some of them as our final clients. I also visited various corporate offices and showcased our products to them.

The main problem that Go GreenBOV is facing is that they do not have a dealership network outside of Bangalore. So I did a survey in the state of Andhra Pradesh as Chittor , Nellore and Kadapa Districts to find out prospective dealers in these areas. For the process of survey I first did a research on which could be places where there could be maximum potential for electric ride on bikes. We looked at various parameters like per capita income, electricity availability etc. and based on those parameters we decided the districts as Chittoor, Nellore and Kadapa where we have maximum potential for electric vehicles. Initially we looked at main areas only. After wards we made the road map. I got some prospective dealers for Go GreenBOV from the state of Andhra Pradesh. It was a great challenge to get dealers in Andhra Pradesh because of the bad perception about electric bikes industry in the minds of the customer and road conditions which were not suitable for electric bikes. The study reports were presented to the management which facilitated them in understanding the future prospects of Ride on Electric Bikes in India and helped them in making strategies for expanding their business in different parts of south India.

I also involved in showroom at Bangalore for selling of Go GreenBOV bikes and also meeting government officials for showcasing our bikes to them. I have collected information and reports for giving presentation about Go GreenBOV and its products to different clients etc. I also helped company in finding data like gathering information as contact details and address for prospective clients in Andhra Pradesh as Chittoor, Nellore and Kadapa districts.

Apart from the core project, I was also assigned in other marketing activities such as Social Media activation of Go GreenBOV, promotional activities for Go GreenBOV, Promotional activities included putting stalls in different areas of Bangalore, distributing pamphlets through newspaper and also giving adds in different online sites like India Mart, Grotal etc.

The project opportunity has provided me with better learning and understanding of Electric Vehicle industry (two wheelers, three wheelers) which has enormous future growth and potential. The Project opportunity has helped him in getting valuable sales experience which will of great help in my future endeavors. In Go GreenBOV I got an opportunity to work in multicultural teams.

CHAPTER-2 INDUSTRY PROFILE

The automotive industry in India is one of the larger markets in the world. It has previously one of the fastest growing globally, but is currently experiencing flat or negative growth rates. India's passenger car and commercial vehicle manufacturing industry is the sixth largest in the world, with an annual production of more than 3.9 million units in 2011. According to recent reports, India overtook Brazil and became the sixth largest passenger vehicle producer in the world (beating such old and new auto makers as Belgium, United Kingdom, Italy, Canada, Mexico, Russia, Spain, France, Brazil), grew 16 to 18 present to sell around three million units in the course of 2011 and 2012. In 2009, India emerged as Asia's fourth largest exporter of passenger cars, behind Japan, South Korea, and Thailand. In 2010, India beat Thailand to become Asia's third largest exporter of passenger cars.

As of 2010, India is home to 40 million passenger vehicles. More than 3.7 million automotive vehicles were produced in India in 2010 (an increase of 33.9%), making the country the second (after China) fastest growing automobile market in the world in that year. According to the Society of Indian Automobile Manufacturers, annual vehicle sales are projected to increase to 4 million by 2015, no longer 5 million as previously projected.

2.1 Status of automobile industry in 2014-15:

A total of 2,968,201 vehicles were sold in India during the first two months of the financial year 2014-15, thus registering a feeble decrease of 0.64% as against same period of 2012-13. The sales stood at 2,987,438 in April-May for 2012. One of the key highlights of the year so far is the dip in sales of LCV Trucks by 2.38% as against the previous year. Slight growths were registered in two and three wheelers while the other segments posted declines. In terms of production two wheeler production increases by 18.10%, while passenger vehicle segment decreases by 10.25%. The two wheeler export segment is forced down to 16.50% due to weak demands while commercial vehicle suffered further blow as their exports decreased by 19.47%.

So far in this financial year, a total of 3,422,144 vehicles were produced which is 3.14% less than what was during the same period in 2012. The production of three wheelers had increased by 18.10% and commercial vehicles by 6.64%.

Source-http://autobei.com/blog/indian-automobile-sales-at-in-fy-2014-15/Production: April May FY 2014-15

2.2 Domestic SalesMeanwhile there is a decline in the production of passenger vehicles during the April-May period of 2014 as against the same period 2012. Two wheeler production has also decreased by 2.97%.

Source-http://autobei.com/blog/indian-automobile-sales-at-fy-2014-15/Figure1: Domestic Sales

CHAPTER-3

Two Wheeler Market in India

According to Care research it is estimated marginal improvement in the economic scenario and expects the industry to grow by around 8-9 per cent in FY14.The motorcycle segment that has been mainstay for the industry since last two decades, has been witnessing slowdown in growth levels during past 4-5 years. For FY13 motorcycle demand growth remained around 1 per cent for first eleven months. Impact on income levels in urban areas owing to slowdown in industrial and service activities has strained the demand for motorcycles in FY13. Furthermore, growing popularity of ungeared scooters has also added to the woes of the motorcycle manufacturers. CARE Research foresees it would be difficult for the segment to retain the strong growth levels it has witnessed in past one decade owing to rising pressure due to substitution by scooters.

Ungeared scooter likely to remain growth engine in near term, the ungeared scooter segment has been witnessing robust growth trend since last 4-5 years. The scooter manufacturers which initially targeted working women population have off-late expanded their customer base by launching products catering to male buyers. For example, new models like HMSI Aviator, TVS We go, Suzuki Access, Mahindra Rodeo, etc. has been able to lure considerable proportion of middle and upper middle class male buyers (primarily in age bracket greater than 35 years) for second vehicle.

Source-http://www.fadaindia.org/industry-track/vehicle-sales-analysis-march-2014.htmlFigure 2: Two Wheeler sales

Hence, in spite of the current challenging scenario, ungeared scooter segment has been able to grow by 16 per cent during April-February period of FY13. CARE Research foresees, scooter segment to remain the growth engine for two wheeler industry in near to medium term period.

Two wheeler industry likely to register a growth of 8-9 per cent in FY14. CARE Research estimates marginal improvement in the economic scenario and expects the industry to grow by around 8-9 per cent in FY14. The growth would be aided by moderation in inflation post first half along with the assumption of normal monsoon season. The motorcycle segment is likely to grow in a range of 6-7 per cent in FY14. The scooter segment is expected to remain the growth driver and is estimated to observe a growth of around 13-14 per cent for FY14. CARE Research foresees, demand from rural and semi-urban areas would drive the two wheeler demand growth in near to medium term period.

3.1 Electric Vehicle

Today India is one of the top ten automotive markets in the world and given its developing middle class population with buying potential and the steady economic growth, accelerating automotive sales is expected to continue. In the last couple of years, there has been a lot of discussion around the prices of fuel apart from the deregulation of petrol prices. The potential for alternative technologies in automobiles such as electric vehicles (EV) in India, as in the case of many other comparable markets, depends on improved battery technologies, driving ranges, government incentives, regulations, lower prices and better charging infrastructure.

The Indian electric vehicle industry mainly consists of electric two wheelers, three wheelers and electric four wheelers. The industry is mainly dominated by two wheelers with 97.5 % share in the total electric vehicle segment. There are lot of emerging players in two-wheeler industry but only one major player in electric car segment.

Source-http://economictimes.indiatimes.com/topic/three-wheelerFigure 3: Distribution of electric vehicle market

There are many players in the electric two wheeler segments but only one dominant player in the electric car segment. In southern part of India the market is very fragmented with all the companies relatively new in this field. The major players in Electric two wheeler segment in southern part of India are Ampere, Go GreenBOV and John Motors. In northern part of India the major players are Yo Bikes and Hero Electric bikes.

At present the demand for electric vehicles in India is very small. Only 1% of two wheeler market in India is electric two-wheeler and 2-3% of car market is E-car market. Many analysts have the opinion that electric vehicles lack the practicality and luxury that petrol/Diesel vehicles have been able to offer.

3.2 Electric Vehicle market in India

The EV market is estimated to grow 50 times from 1 Lac unit sold in 2009-10 to 4-5 million units by 2020. EV two-wheelers have seen a recent reversal of fortunes, 26000 vehicles in 2008-09 to around 3000 in 2009-10. The growth of market is mainly driven by factors like increasing fuel prices

Source-http://www.evfuture.com/Figure 4: Electric and hybrid vehicle market Size

Source-http://www.motorbeam.com/sales-figures/july-august--two-wheeler-sales-figures-analysis/Figure 5: Market size of different vehicles

Only 1% of two wheeler market in India is electric two-wheeler and 2-3% of car market is E-car market.

Source-http://www.greenretaildecisions.com/news/2011/12/08/electric-vehicles-percent-market-shareFigure 6: Electric vehicle share of retail market

The market share of electric and hybrid vehicles is expected to increase at a tremendous pace in 2014

The below table shows the key drivers and challenges in electric vehicle market: Drivers Increasing Crude oil prices Low maintenance cost Increasing demand for green vehicles in foreign market Manufactures providing incentives to attract customers

Challenges EVs to move from concept to Daily use High price Lack of supply of spare parts Government Initiatives Charging infrastructure Lack of optimum business Models

The petrol prices in India are increasing at a tremendous pace and expected to reach 100 by 2016.So rise in petrol price may result in increase in sales of electric vehicles in India. Also electric vehicles are maintenance free since there are no moving parts inside the vehicle. But there are some challenges that the electric vehicle market is facing today. At present India lacks infrastructure to support mobility of electric vehicles in India. There are hardly any charging stations in India to support electric vehicles in India. Also there is no support from government in the form of rebate in excise duty etc. to help in growth of electric vehicle industry in India.

3.3 Advantages & Disadvantages of EVAdvantages People who buy EVs are well aware of the features and how to use it They are upscale customers and the EVs are used as a second or third vehicle in the family Second car market is developing among the elite families, and women show a preference to EVs due to easy handling Dealer network is getting developed (post acquisition by Mahindra in the case of Reva)

Disadvantages Public perception on EVs is that its an under powered vehicle at higher cost The comparison done is directly against a high performance petrol car (which should not be the case) Efficient batteries usage and Charging know-how to End-Customers is the need of the hour The design of the vehicles are so e bike sash that one cant be proud of owning an EV Lack of spare parts and good skilled technicians for maintenance purpose Very less localization of EV components (motors controllers and batteries esp. Li-on, are imported from China, Taiwan & USA)

3.4 Potters Five force Model for Insurance Industry Globally Electric Vehicle is well developed and in India it is growing at a Rapid pace. There are around 11 private companies in the electric vehicle industry. Out of the 11 players majority of players are in the electric two-wheeler segment with only one player in electric car segment. Many petrol vehicles are now launching electric version of their petrol/Diesel vehicles.

This is considered as a very profitable industry as per Porters model: The bargaining power of buyer is low as there are not many electric vehicle manufacturing companies in India. There are only two to three branded companies in India as of now and also there are no substitutes for this product. The bargaining power of supplier is very high as there are not many suppliers of electric vehicle components in India. Also majority of parts of electric vehicles are exported from outside The threat of substitute products is very low as there are no close substitutes for electric vehicles in India. Substitute products like hybrid vehicles are at present not present in India Threat of new entrant is moderate as there is high potential in the electric vehicle industry, but the companies need the right technology and right to meet customers requirement. Also all the electric vehicles need to take approval from ARAI before launching electric Vehicle in market

Source-http://www.cgma.org/Resources/Tools/essential-tools/Pages/porters-five-forces.aspxFigure 7: Potters Five Force Model

The rivalry among existing firm is high as all the companies are new in the electric vehicle market and there is intense competition between these small players. Expect for Hero and BSA there are no major players in electric vehicle industry and at present they are also struggling.

CHAPTER-4

Company Profile

Go GreenBOV is the leading manufacturer of Electric two wheeler and three wheeler based out at Bangalore with headquarters in JP Nagar.Go GreenBOV was started in 2007, with an aim to reduce carbon emission and give an eco-friendly environment to the world. Customer base of the company is in entire south at present, but looking for Pan India presence in near future. The parent company of Go GreenBOV is ACTD .ACTD was born with a vision to revolutionize policies and create innovative products for the improvement of the sector and the country.

By designing the electric 2 wheeler Go GreenBOV ACTD has provided the national consumer base with a greener and energy efficient option. Go GreenBOV presents cutting edge technology for the first time in India. Go GreenBOV electric two-wheelers are highly advanced with cruise control technology, Theft braking system, Lock braking, International styling, Keyless entry, No number plate, No licensee and a lot of other feature.

Go GreenBOV operates throughout Karnataka with a very strong Dealership network. Go GreenBOV has the highest number of variants in its product portfolio than any other electric vehicle company in India. Apart from being light on pocket and light on conscience GO GreenBOV bikes are easy to use, lightweight and maintenance free providing a stress free experience Its factory is located in Kolar district and the warehouse is located in JP Nagar Bangalore. The production capacity of Go GreenBOV factory is around 800 to 900 bikes. Majority of the parts of Go GreenBOV bikes are imported from outside. The batteries are imported from Korea, plastic parts, controllers, motor etc. are imported from China. The major competitors of Go GreenBOV are Ampere and Zone. The core competency of Go Green BOV is that it is the only electric bike in India which gives a mileage of 100 km in a single charge. The cost of travelling 100 km in a Go Green Bike is Rs.10 only.

The company also has a social presence in the form of Facebook and twitter page. With zero emissions the vehicle provides a solution for a better planet, because in the long run economic sustainability depends upon ecological sustainability. Consumers have to spend zero on fuel/petrol which helps in immense cost saving. Further the futuristic design of our models, adds a spark to the trendy youth as well as the veterans. As an independent, neutral and professional organization, Go GreenBOV is committed to working towards a future that can fulfill the needs of both mankind and the environment in the long term. In the ever changing markets in which Go GreenBOV operates, its focus is on serving customers, achieving success and constantly enhancing its appeal to customers, partners and staff.

4.1 Mission Statement

To create energy efficient vehicles that empowers our customers to lead sustainable and greener lifestyles. To consistently innovate and redesign our products in keeping with the values of Green/ Sustainable Engineering thereby providing maximum profit and leading to minimum emissions planetary risk.

4.2 Vision Statement To reboot our load by actively choosing alternative energy sources that can ensure minimized pollution, maximum profitability, a developed economy and a greener planet. To lend nature a helping hand by reducing pollution by One degree every year

4.3 Sectors served From its headquarters in Bangalore India, Go GreenBOV is active in all major industrial sectors and areas of life. These include the energy business, the supermarkets, the automobile industry, service industry, environmental technology, the food industry, the IT sector, logistics, banks and financial service providers, leisure and tourism, as well as the education and healthcare sectors.

For each of these sectors Go GreenBOV has different product offering catering to the needs of that particular segment. It has its own manufacturing plant which makes it independent in providing related services to all of its clients.

4.4 Target Segments The company focuses on two wheeler segment of electric vehicle market. It is also planning to start producing electric three wheelers and electric vehicle for the handicapped. Companys main target customers are middle and lower class people.

4.5 Products Manufactured Go GreenBOV has different products for different segments of the society. Company has various types of products in electric vehicle category.

There are following products which company deals in: Electric Two Wheeler Electric Three Wheeler Electric Auto

CHAPTER-5

MODELS

Source- http://www.gogreenbov.com/#/models/

Source- http://www.gogreenbov.com/#/models

5.1 Comparison of different models

Model Name Kavach Kohra Kimaya Sunoti

Battery Specification 60V, 35AH 48V, 20 AH 60V, 20AH 48V,35AH

Payload Capacity 180 Kg. 150 Kg. 180 Kg. 150 Kg.

Mileage/Charge 100- 120 Km 60 Km 50 Km 100 Km

Color Blue, Red, Black, Silver, Maroon Purple, White, Red, Yellow, Blue, Orange Blue, Red, Black, SilverOrange, Green,Silver, Purple, Red

Price(INR) 54,000/- 39,000/- 48750/- 49,500/-

Table 6: Go GreenBOV product comparison

5.2 Background of project work The petrol prices are increasing day by day and by 2015 the petrol prices are expected to reach Rs.100/- Petrol fumes choke our atmosphere and every day brings new evidence that our appetite for oil is poisoning the planet. If the state of affairs is already so bad, imagine the kind of world future generations in inherit. Also our oil reserves are getting depleted day by day. For low speed bikes, there is no need of license and registration which reduces the effective cost of the E-bike.

But there is a solution Go GreenBOV bikes. They run on batteries, so there is zero expense on petrol and better still no air pollution.Go GreenBOV initiative was started in 2007 by its parent company ACTD, which is a Bangalore, based company and has been in the automobile industry for the past 22 years.

Our primary objective right from the start of the company has been to reduce Indias carbon footprint and provide cleaner and greener technology to the future generations.

The company is in the manufacture of Electric Two-Wheelers, Electric Three-Wheeler and Special purpose vehicles. At Go GreenBOV we believe that innovation is the only way to succeed in highly competitive world. So to keep up with the competition we keep on redesigning our products and launching new products in every four or five months. We have the most number of variants in the electric vehicle industry.

Our Battery operated vehicles provide a pool of benefits to the end customers. We are the only two-wheeler manufacturing company that manufactures bikes which give mileage of more than 100 Km. we have some many products in our pipeline that will surely attract the youth. Aside from being light on pocket, the no-petrol Go GreenBOV bikes are easy t use lightweight and maintenance free, providing stress-free experience.

Electric vehicle industry in India is still at a nascent stage and is expected to grow by 45% in 2012. Electric Vehicle industry mainly comprises of electric two wheelers, electric three wheelers and electric cars. The electric vehicle market is mainly dominated by electric two wheelers with 97.5%b of EV market

I am done my project in the marketing department of Go GreenBOV. Its a new department in the company but growing at a very brisk pace. Currently there are 5 members in the marketing department and another 12 people are joining the marketing department in the month of April. This department is responsible for carrying out all the marketing and promotional activities like putting up stalls, online marketing etc. This department also looks after expansion of the dealer network.

The work that has been assigned to me is mostly related to customer relationship management which includes showroom sales and well as telephonic sales. Also the work includes building the distribution channels of the company by meeting prospective clients and converting them into our prospective dealers.

I made a visit to different parts of Karnataka and Telangana to look out for dealers. Our prospective clients would include automobile guys, cycle stores, solar energy companies etc.

5.3 Project/ work area objectives Conducting market study to analyse the potential of Ride-on vehicles for in the e bikes segment In the starting stage of the project I did a small survey with e bikes stores to understand the potential of electric ride on e bikes for in the market.

To understand the product and product specifications and also to identify the value addition of brand in terms of customers point of view Initially we got the opportunity to understand the inception of the brand itself and then further to understand the product and simultaneously the specifications of the product and also the competitive edge of the product considering the competitors. Furthermore, the dealers and the widespread management of the dealers. This further increased the knowledge of the footprint of the brand itself within the Bangalore city. Building distribution channels for Ride-on vehicles for and Electric bikes for increasing sales In order to expand its operations to different states it is very important that company should have a very strong dealership network. If there are prospective customers but no dealership network in a particular area then it becomes very difficult to supply our products to the customers of that area. By considering this objective, the inbound motive was in identifying the needs and the estimated supply requirement in order to meet the need among the dealers.

Customer relationship management This objective relies on the interaction with the customers to know the customer attitude and perception towards the brand. With this objective we would also be dealing with the customers coming in for enquiry to the outlet and in persuading them by understanding the needs and providing the benefits in such a way that they adhere in conversion and closing off the sale.

To help create brand awareness and visibility for electric bikes With this objective in mind was to identify the different platforms possible to increase the awareness and also to increase the visibility of the brand among the consumers. In this procedure it was also to map the different untapped sources within the market to implement those techniques in increasing the awareness of the brand.

5.4 Project Work area deliverables

Customer relationship management Primarily the work assigned to be during the first and second week of the project was to handle the prospective customers that had enquired about Go GreenBOV bikes or electric bikes through Just dial.

Further as part of my deliverables, I had to deal with showroom sales also. I was asked to deal with individual customers that visited our showroom looking for a electric bike and persuade them to buy our products and close deal as soon as possible.

Conducting market study to analyse the potential of Ride-on vehicles for in the e bikes segment The company was planning to launch ride-on e bikes for in market. I had to do a small survey with E bikes stores and supermarkets to find out if there is potential for these products and when can we plan launch of these products in market.

Increase of sale volume through corporate selling and below the line advertising in gated communities and schools The task assigned to me during second month of my project was to deal with B2B guys like restaurants, courier guys, florists etc. who were looking for home delivery vehicles and persuade them to buy our products and close sales as soon as possible. I approached the managements of different gated communities in the form of consolidated apartment societies within Bangalore city. Here we got the opportunity to approach the managements of the gated communities, henceforth acquired the techniques of pitching towards a society as a whole. I also approached schools and colleges and gave them useful insights on pollution and traffic rules.

Online and Digital Marketing During the venture of the product we also dealt with enhancing the awareness and visibility through a different platform i.e. through the online media where in the company profile and the specifications where send to different online portals dealing with automobile industry to set a mark with in automobile industry as a rival and for the company itself to enhance the awareness and also to enhance the specific knowledge of the brand and products in simultaneous forums within the online websites. Meeting with Government officials and other corporates In the second half of my project I was asked to pitch our products to government offices like Postal service, health department and try to persuade them to buy our product by showing them the advantage they will have if they use Go GreenBOV bikes. This segment could be quite profitable as they are bulk purchases and can quantity of more than 100 We will be starting a programme where we will showcase our products to companies like IT companies for short period of time and try to get maximum orders.

Expanding Dealership network of company throughout south India Go GreenBOV products are excellent in terms of product quality, pricing and promotions. So out the 4 Ps of marketing it is very good in three but lacks the 4t h P that is Place. It has a very good dealership network in Bangalore, but there is no dealership network outside of Bangalore. Dealership network is very important for providing spatial convenience to clients.

In the latter half of project I was given the task of reviving the dealership network in Bangalore and in other parts of Tamilnadu and Karnataka. I had to meet prospective clients who could take our dealership like automobile guys, cycle shops, tractor dealers etc. and pitch our products to them. For this I also made a official visit to entire Karnataka and Telangana and look for dealers in these places.

Outdoor Promotions The most efficient way of marketing a electric vehicle is through outdoor marketing but can actually feel the vehicle by driving it. So in later half of Project I was also involved in various outdoor activities like putting up stalls in places where we get maximum footfalls of our target customers and also putting pamphlets in newspapers.

Recruiting Interns for marketing Department During the last part of our project I was also asked to recruit interns from different management colleges like Ramaiah College to strengthen our marketing department and improve our efficiency.

Trademark RegistrationAs a part of my deliverables I was assigned the task of registering the names of all its Vehicles and the company name and logo under the Indian trademark act. I had to contact the Chennai patent office and check for availability of trademark and also do other procedures related to it.5.5 Project/work area approach The approach followed for achieving the objectives is as follows Project 1 The first task assigned to me was to do a market research on electric Ride-on e bikes for .The electric ride on e bikes in India is at a very nascent stage and is stated to grow in double digits. Most of the people are very positive about the future of Electric Ride-On e bikes for in India.

Research MethodologyFor this study I would be calling potential clients and fixing appointment with them. Afterwards I would be doing In-depth interview with the clients to understand their financial needs.

Inferences from Project The electric ride-on e bikes industry is at a very nascent stage with 90% of e bikes stores doing this business from less than one year Most of the e bikes owners in Bangalore feel that the future of electric Ride-on looks very bright Most of the e bikes store owners are getting large number of enquiries from customer but the conversion rate is very small. The major reasons for people nor buying these e bikes are High price Most of e bikes stores are keeping Chinese products only and people are concerned about the quality of product Parents are concerned about the security of their The store do not know proper knowledge and they are not able to give good demonstration to customers

Most of the e bikes stores are keeping Chinese products only because the margin Chinese products are high. It is as high as 50-60% The main brands apart from Chinese products are Home e bikes, BSA etc. The main enquiries that customers have during purchasing Electric Ride-on e bikes is Battery charging time, price The thing in electric bikes which attracts the customers most is appearance The average no of e bikes sold in a month is about 4-5 vehicles with exclusive e bikes stores doing well The colour preferred by customer mostly is Red, Yellow and BlueTable 7: Market research on ride on e bikes

Project 2 The basic task assigned to me was to meet prospective clients and demonstrate our products to them and also showcase our competitive advantage to them.For achieving this target I had to fist identifies our prospective clients and make a database of all our prospective clients. Our prospective clients could be restaurant guys, florist etc. After identifying the prospective clients we made cold calls to these clients and took appointment from them and meet them with Go GreenBOV bikes. I pitched to the client about Go GreenBOV product portfolio, its specifications and competitor analysis to convey the competitive edge of our products over our competitors Further I had to attend the customers that came for enquiry of the bikes and explain to them our value added services and how Go GreenBOV brand is different from its competitors

For calling Just dial list I used to first get the list from Just dial on the mail and then see for people in the list who have enquired for battery operated vehicles as they are the people that are most important conversions for us. Then I will call them and understand their needs on the phone. Based on the needs I will suggest the client, product which will suit their needs most and then ask them to visit our showroom. In some cases I will also take bike personally to customers house and demonstrate our product to him. In this way a prospective customer is converted into our final customer.

Also I would feedback from our existing customers to identify prospective target segments and public perception and opinion about electric vehicle industry. Feedback will also help us to understand shortcoming in our product and service offering and based on that we can redesign our product and make changes in our supply chain so that serve our clients in a more effective manner

I the second month in the project , I created a database of almost 400 apartments, colleges and other B2B guys within Bangalore and fixed appointments with them through cold calling and then demonstrated our product to them to create awareness about Go GreenBOV and its products. I was successful in converting five restaurants as our final clients and then followed up with them. Some of the restaurant guys already had a vehicle for their home delivery, but they were so much impressed with Go GreenBOV products that they decided to exchange their old vehicles with Go GreenBOV electric vehicles. Some of the deals were closed on the same day and for some of the clients we had to do multiple meetings with their management to finalize on bike model and the pricing. Also one of our clients uploaded photo of our bike on their Facebook page which helped us get lot of publicity and goodwill for our company In the third month I was involved in outdoor promotional campaign carried out by Go GreenBOV. For this promotional campaign I did a research on which place should we target for carrying out the promotional activity. After lot of research we decided that we should choose some park for carrying out our outdoor promotional activity. I created a database of all the parks and gardens in and around Koramangala and JP Nagar. We inserted pamphlets in newspaper and that helped us get lot of publicity In the mid of the project Go GreenBOV felt the need for creating on to build trust in the customers. So we did online marketing wherein we searched for some sites where we can post ads of Go GreenBOV products at affordable prices. Then we uploaded Go GreenBOV ads and product portfolio on different online sites like Grotal.com, IndiaMart .com to improve visibility of Go GreenBOV on online portal. Under online marketing direct mails were sent to the editorial board of websites pitching the idea of Go GreenBOV I was also involved in carrying out a placement drive for Go GreenBOV in Ramaiah College. We first made a database of all the colleges in Bangalore which provides MBA degree and then finalized some college for final recruitment. I prepared the presentation that we need to deliver in the college. I gave presentation in Ramaiah College and then we took Group Discussion and the final interview in which 12 students were selected.

Project 3

We did road trips to Telangana and Karnataka to look out for dealers. We first did a research on what could be the potential areas in these two districts. We looked for data like availability of electricity, GDP, Per Capita Income and after studying these parameters we decided the districts which we would visit in these states. The whole Karnataka district was divided into three parts and three separate teams were sent to three different routes. The prospective clients in these places were mainly Automobile Guys, Cycle showrooms, Solar Energy companies, Fertilizer dealers etc.The below figure shows my route map for the Karnataka route

Figure 8: Survey in the State of Karnataka

The outcome of the tour was good. We could locate some prospective clients for Go GreenBOV in each of these districts. There was a lot of positivity about Go GreenBOV bikes. All the dealers were excited about Go GreenBOV products. However in some places like Udupi the response was not good as dealers felt that it is train city and road conditions are not favourable for electric vehicles. Also people were reluctant in investing in this business as they felt that this is a new product and they sure of the response that they would get from customers

The below figure shows my survey in the Telangana

Figure 8: Tour map for Telangana

The outcome of the tour was good. We could locate some prospective clients for Go GreenBOV in each of these districts. There was a lot of positivity about Go GreenBOV bikes. All the dealers were excited about Go GreenBOV products. However they were reluctant to invest in electric bikes as the perception of people regarding electric bikes in Telangana is very bad due to the fact that most of the players in Telangana are not able to provide proper service to the customers. However we got some potential leads from these districts which could be converted into final clients.

5.6 Project/work area OutcomesAnalysis of Karnataka and Telangana tripsAfter completion of both the trips we did an analysis of positives and negatives from both the trips. We were reasonably happy with the road but some changes in dealership policy was needed to attract more client

The analysis have been presented in the form of SWOT analysisOpportunities Untapped market: There are a lot of potential markets which has not been still exploited by Electric vehicle manufacturers like Haveri Lack of competitors: In some places like Chennai most of the electric vehicle manufacturers have closed their business, which provides a opportunity for Go GreenBOV Technologically advanced product: Go GreenBOV products are highly advanced as compared to other electric vehicle manufacturers which provides opportunity for Go GreenBOV

Threat Negative Perception about Electric Bikes: Most of the dealers in both the states especially Telangana are having negative perception about electric bikes, mainly due to the fact that most of the players in Telangana are not able to provide proper service to the customers Road conditions: The road conditions in many places of Karnataka are not suitable for electric Bikes. Most of areas in places like Udupi are hilly areas and not suitable for electric bikes Dealers not ready to invest on new product: Most of the dealers liked the product very much and were ready to take dealership also, but they were not ready to invest on the product. Most of them wanted product on a credit basis

Weakness Lack of brand awareness: Some of the dealer felt that there were no promotional activities carried out by company due to which people are not aware about Go GreenBOV and thus it is difficult to go for Go GreenBOV Lack of customer base: In most of the places in Telangana there is no proper customer base.

Strengths Knowledge about shortcomings in electric vehicle market: This tour helped us to understand what the shortcomings in the electric vehicle industry are. Based on that we can refine our dealership strategy and also redesign our product to provide better services to our customers and dealers.

Marketing research for Ride-on e bikes The electric Ride-on e bikes market is in nascent stage and has tremendous growth potential in future The e bikes stores are generating a lot of enquiries from the customers but the conversion rate is low due to High price of these e bikes Most of the e bikes stores are keeping Chinese brands only people are concerned about quality of product Parents are very much concerned about the security of the children These products are targeted for children between the age group of 2 to 7 years Most of the e bikes stores are keeping Chinese products only because the margin Chinese products are high. It is as high as 50-60% The main brands apart from Chinese products are Home e bikes, BSA etc. The main enquiries that customers have during purchasing Electric Ride-on e bikes is Battery charging time, price The colors mostly preferred are blue, red etc. Credit period that most of the e bikes stores are demanding is 1 to 2 monthsIncreasing the Brand awareness We carried out different outdoor activities like putting stalls in different places to attract customers and giving them test drives at different places so that they get a feel of our bikes. These activities created lot of awareness about Go GreenBOV bikes. We got close to 100 enquires on the day these activities were carried and we were to convert many of these enquiries into our final conversion We also distributed pamphlets in different papers and this also provided brand awareness for the company As a result of this outdoor activity we also got some leads from the corporate offices with order of over 100 bikes also. Some of these leads were converted into our final clients This outdoor activity gave us lot of word of mouth publicity and we also got some clients that were referred by some of our other clients We also distributed pamphlets in places like Sunday bazaar where the response was very good. In around an hours time we were able to distribute around 200 pamphlets and at certain period of time we ran out of pamphlets and we had given people our visiting cards. We received a lot of calls from people to whom we gave our pamphlets and many of them also visited our showroom the next day.Customer relationship management During my tenure in Go GreenBOV I was also involved in Showroom sales of Go GreenBOV bikes. Initially I could not convert customers that visited our showroom into final sales, but I gained sales experience under the guidance of our industry mentor I was able to convert some of the customers that visited our showroom into final customers. By the end of the project period I was able to convert many of the people who visited our showroom into our final sales.

During my tenure in Go GreenBOV I was also involved in converting prospective clients through just dial into final clients. Out of all the just dial numbers that I called on phone I was able to able around 80% of them to attend our showroom and then convert around 20% of them into our final customers.Dealership network During my project in Go GreenBOV I visited many prospective customers and tried to convert them into final dealers. I visited prospective clients in almost all the areas of Bangalore in search of dealers. Our target customers were mostly automobile dealers, cycle dealers, solar energy companies etc. I also visited many prospective dealers outside Bangalore during my Karnataka and Telangana tour which was very good experience for me. After gone through different places for dealers at end of the tours many dealers showed keen interest in taking up dealership. Below is list of some of these dealers.

S.NoDealerAddress

1Sangam TradersChandapura

2.Sangeetha internationalChamrajpeta

3.Presidency CyclesNizamabad

4.Ambika MotorsHyderabad

5.M A motorsHyderabad

6.S M MotorsAnekal

7Maruti Service stationKarimnagar

8Shri Krishna Cycle emporiumBommasandra

9Bajaj automobilesAdilabad

10Patil Garage Bommasandra

11Mahaveer MotorsBanshankari

12Firefox bike pointMedak

All these dealers were quite keen at taking dealership and showed very much interest in our bikes.

5.7 B2B sales For B2B sales we created a database of all the restaurants, florists, Restaurant guys, courier guys etc. in Bangalore and fixed appointments with them through cold calling. Out of all the guys that I called I was able to get appointment with 50% of them. I was mainly looking at places in and around Koramangala, JP Nagar, and Indira nagar. Afterwards we demonstrated our bikes to all the interested people and tried to convert them into our final sales. After gone through different places for B2B sales at end of the tours many B2B guys showed keen interest in our bikes. Below is list of some of these B2B guys.

S.NoDealerAddress

1Butter CupJayanagar

2.Ambika EnterprisesJP Nagar

3.Hotel ImperialResidency Road

4.Tadka SinghIndira Nagar

5.Manjunath EnterprisesHSR Layout

6.TrufflesChurch Street

7Chalo PunjabBellandur

8MadhulokaHSR

9Wild RageHebbal

10Kabab Souq Vigyan Nagar

11IKYA HSR

12CrofttgateR.B.I Layout

Table 8: B2B guys who showed interest in Go GreenBOV

Out of all the names mentioned in the table some deals are already closed and some deals are in process. Restaurants like Kebab Souq, Tadka singh, truffles and Croftgate have already bought two to three bikes from us. IKYA an HR recruitment firm is looking to buy around 300 bikes from us. They are many more restaurants in pipeline that have showed interest in looking at our products. We are also looking to target big chains of restaurants like little Italy etc.

5.7 Relevance of my project/work to the company The project that I was assigned at the beginning of project was to assess the potential of Ride-on vehicles for and mapping the distribution Channels. Under this project I have to do a market research with different e bikes dealers and customers to understand the potential of electric Ride-on vehicles in the market. Also I have to talk to various E bikes stores and dealers to build distribution channels for the company. Finally if the market seems attractive, I also need to promote our product in e bikes segment. My project will help company to analyze the market for Ride-on e bikes for and also build the distribution channels not only for the Ride- on e bikes segment but also for the electric Bike segment. Also my project will help company in identifying the major brands in the e bikes segment and also in deciding the prices of electric ride-on bikes for . The project will help the company in making different strategies regarding the market mix. The project will help the company in deciding the right place for displaying their products. The right place could be the exclusive e bikes stores where our target audience goes most frequently. My project will also help the company in deciding the pricing which will attract the customers the most. My project will also help them in deciding the various alternative channels of distribution like online shopping sites. Finally my research will also help them in designing their products like deciding the color, various features which should be included in the electric ride-on car for

The next work that was assigned to me was B2B selling of electric bikes. For this I had created a database of all B2B segments in Bangalore whom we can approach. My project will help the company as they will have a whole list of potential clients which we can target. After building database I showcased our products to them and try to convince them to buy our products. My work will help company in building up a B2B network and get a whole set of clients which can be converted to our final clients. The next task that was assigned to me was to improve the dealership network of Go GreenBOV bikes in Bangalore and other parts of Karnataka and Telangana. For Bangalore we visited different potential clients like cycle dealers and tried to convince them to take up our dealership. For other parts of Karnataka and Telangana we did a trip to both these places to demonstrate our products to potential clients in Karnataka and Telangana. My project will help the company in getting brand awareness and publicity in Telangana and Karnataka. My project will also help them in assessing the market conditions for electric bikes in these two states and modify their strategy according to needs and wants of people and dealers in Karnataka and Telangana. My project will help the company in identifying the potential segments that they can target in both these states. My work will also provide them with lot of leads in these two states of India which they can target in the future and try to get business out of them

CHAPTER-6 DATA ANALYSIS

Table 1: how many people are aware of E- bikes :Electric BikesResponded People Percentage

Yes6060%

No4040%

Total100100%

Analysis The above table shows that the aware of Electric Bikes is 60% people and 40% people were not aware of electric bikesChart 1

Interpretation The above Chart interprets that the people aware on Electric Bikes is 60% people and were not aware as40% people on electric bikes.

Table 2how came know that about Electric bikesFactors Responded PeoplePercentage

News paper/magazine4040%

Television2525%

Internet1010%

Friends1010%

Others(Specify)55%

Total 100100%

Analysis The above table shows that we can find how they came to know about electric bikes. 40% of peoples through newspapers/magazine, 25% peoples by television, 15% of peoples by using internet, 10% of peoples from friends and others respectively.

Chart 2

Interpretation From above chart we can find how they came to know about electric bikes. 40% of peoples through newspapers/magazine, 25% peoples by television, 15% of people through internet, 10% of people from friends and others respectively.

Table : 3 Which type of bike are you using presently Factors Responded PeoplePercentage

Electric Bike 1515%

Commercial Bike 8585%

Total 100100%

Analysis The above table shows that we can conclude most of the peoples using commercial bikes, and they have less preference on electric bikes, the percentage of electric bikes and commercial bikes 15% and 85% respectively.

Chart 3

Interpretation From above chart we can conclude most of the peoples using commercial bikes, and they have less preference on electric bikes, the percentage of electric bikes and commercial bikes 15% and 85% respectively.

Table :4 Factors encouraged you to buy Electric BikesFactors Responded PeoplePercentage

Environment friendly 7575%

Less running cost 1010%

Safety 1010%

NO Registration 0303%

Others(Specify) 0202%

Total 100100%

Analysis The above table shows that we can find why customers are purchasing the electric bikes. Most of the customers are purchasing e bikes because it is an environment friendly with percentage of 75%, and other customers are purchasing because of low maintain cost, Safety, no registration and others with percentage of 10%, 10%, 3%, and 2% respectively.

Graph 4

Interpretation From above graph we can find why customers are purchasing the electric bikes. Most of the customers are purchasing e bikes because it is an environment friendly with percentage of 75%, and some more customers are purchasing because of less maintainance, Safety, no registration and others with percentage of 10%, 10%, 3%, and 2% respectively.

Table 5Table showing how many people have feelings about price of the Electric BikesFactors Responded PeoplePercentage

Very high cost 6060%

High cost 2525%

Moderate 1515%

Low 000%

Very low 000%

Total 100100%

Analysis The customers feeling it is a very high cost and some of them are saying high and moderate, but less number of peoples saying very low.

Chart 5

Interpretation From above Doughnut chart most of the customers feeling it is a very high cost, and some of them are saying high and moderate, but less number of peoples saying very low.

Table 6: Opinion towards mileage of Electric Bikes as compared to conventional bikes.Factors Responded People Percentage

Very Good2 2%

Good18 18%

Average60 60%

Bad12 12%

Very Bad3 3%

Total100100%

Analysis The most of the customers are saying the electric bikes mileage is average and less number of people saying very good.

Chart 6

InterpretationThe above Pie chart says that most of the customers are saying the electric bikes mileage is average and less number of people saying very good.

Table 7 : Speed of Electric Bikes as compared conventionalFactors Responded PeoplePercentage

Very High00 00%

High03 03%

Moderate20 20%

Low52 52%

Very Low25 25%

Total100 100%

Analysis The customers are feeling conventional bikes are very good compared to e bikes, from above bar graph we can say the customers are giving high priority to the conventional bikes

Chart 7

Interpretation The above Chart customers are feeling conventional bikes are very good compared to e bikes, from above bar graph we can say that the customers are giving high priority to the conventional bikes

Table 8 :How many people convinced about Electric Bike benefitsElectric BikeResponded PeoplePercentage

Yes6060%

No 4040%

Total 100100%

Analysis Most of them are convinced for purchasing e bikes, because by less maintainance of cost they can use the e bikes.

Chart 8

Interpretation The above chart Most of them are convinced for purchasing e bikes, because by less maintaince of cost they can use the e bikes.

Table 9 :How many People have suggested Electric bike to their friends Factors Responded people Percentage

Yes 6060%

No 4040%

Total100100%

Analysis After knowing about of e bikes, most of them referred e bikes to there friends for purchasing the bikes .Chart 9

Interpretation The above Chart after knowing about of e bikes, most of them are referring e bikes to there for purchasing the bikes.

Table 10:The present promotional activity about Electric bike Sufficient for you to make the purchasing decision Factors Responded People Percentage

Yes5050%

No5050%

Total100100%

Analysis 50% of peoples are saying present promotional activity about electric bike is sufficient enough and 50% of peoples are saying not sufficient.

Chart 10

Interpretation:The above Chart concludes 50% of peoples are saying present promotional activity about electric bike is satisfied and 50% of peoples are saying not sufficient.

Table 11:Factors do you think are responsible for lower market share of Electric bike as compared to conventional bike.FactorsResponded People Percentage

Appearance6060%

Speed1515%

Battery life 088%

Uncertainty of electric bike technology 1717%

Total100100%

Analysis The factors responsible for lower market share of electric bike are as fallows appearance, speed, battery life, and uncertainty of electric bike technology.

Chart 11

Interpretation:From above Pie diagram, the factors responsible for lower market share of electric bike is as appearance, speed, battery life, and uncertainty of electric bike technology.

Table 12: The decision of purchasing the electric bikes .Factors Responded People Percentages

Expensive3030%

Unaware 4040%

Not convinced2020%

Non availability0505%

Others (specify)0505%

Total 100100%

Analysis The customers decision about electric bikes are unaware. And then expensive, not convinced, non-availability as follows.

Chart 12

Interpretation: From above chart, most of the customers are saying electric bikes are unaware. And then expensive, not convinced, non-availability as follows.

.Table 12:After sales & service availability affecting your Purchasing decision of electric bikes. Factors Responded PeoplePercentage

Yes9595%

No0505%

Total100100%

Analysis: The service available for electric bike then the customers are showing interest to purchase, so it is affecting the purchase decision of electric bikes.

Chart 12

Interpretation:From above chart, if service available for electric bike then the customers are showing interest to purchase, so its affecting the purchase decision of electric bikes.

Table 13:How People were aware of electric bike benefitsFactors Responded People Percentage

Yes7575%

No2525%

Total100100%

Analysis: 75% of peoples aware of electric bikes and 25% of peoples dont know about of electric bikes.

Chart 13

Interpretation:From above chart, 75% of peoples aware of electric bikes and 25% of peoples dont know about of electric bikes.

Questionnaire

CHAPTER-7

7.1 QuestionnaireDear sir/madam,I am a student of Izee Business School pursuing my M.B.A program and as a part of curriculum; I am conducting a survey on costumer Associative . I request your free and genuine response to the following questionnaire. Information provided by you will be kept confidential and used for academic purpose only.Personal Details:Name:Age:Occupation:

Questionnaire:1. Are you aware of Electric Bikes?

. Yes No

2. How did you come to know about Electric Bikes? a. News paper/magazine b. Television c. Internet d. Friends e. Others (specify)

3. Which bike are you using presently?

a. Electric bikeb. Conventional bike4. Which of the following factors encouraged you to buy Electric bikes? a. Environment friendly b. Less running cost c. Safety d. No registration e. Others (specify)5. Did advertisement influence your buying decision? a. Strongly agree b. Agree c. Neutral d. Disagree e. Strongly disagree 6. What do you feel about price of the Electric Bikes? a. Very high b. High c. Moderate d. Low e. Very low

7. What is your opinion towards mileage of Electric Bikes as compared to conventional bikes?a. Very good b. Goodc. Averaged. Bad e. Very bad 8. What is your opinion towards speed of Electric Bikes as compared to conventional bikes?a. Very high b. High c. Moderate d. Low e. Very low

9. Are you convinced about Electric Bike benefits? Yes No 10. Would you like to suggest electric bike to your friends? Yes No

11. Is the present promotional activity about Electric bike sufficient enough for you to make the purchasing decision?Yes No

12. Which of the following factors do you think are responsible for lower market share of Electric Bike as compared to Conventional bike? a. Appearance b. Speed c. Battery life d. Uncertainty of electric bike technology 13. Which of the factors do you think that prevents you from making the decision of purchasing the electric bikes? a. Expensive b. Unaware c. Not convinced d. Non availability e. Others (specify) 14. Is after sales service availability affecting your purchasing decision of electric bikes?Yes No 15. Are you aware of electric bike benefits? Yes No

16. After knowing benefits of electric bike are you willing to purchase it in future? Yes No If no why ----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------

Thank you for your co-operation

7.2 FINDINGS1. Quality is the most influencing factors in the purchase decision while price is also an important for purchase decision.2. Free insurance and free accessories are the two main offers which consumers have come across at the time purchase.3. TV as the best media to marketing which will cover majority of the viewer ship.4. Free insurance and EMI or other free schemes are more demanded and more aware schemes in the market.5. People are more quality and price oriented.6. Consumers are looking for any type of the promotions on the product before they are going to purchase.

4.

7.3 SUGGESTIONS Developing a system to tap such responses from time to time both at dealers and consumer level would be helpful for planning future sales promotion activities. In order to build trust and commitment companies should tap preferences, perceptions of dealers as well as consumers. Improve the quality on product and battery life time . Implement the more and different use full for end costumer. Given that extra time pried for product (like that 2 years warranty time). Decreasing cost of product. Given more adds (like TV, newspaper extra) Improve business on India.

7.4 CONCLUSION

From the study conducted it was concluded that maximum number of respondents are not aware of Go GreenBOV Electric bikes. So various promotional activities need to be taken in order to increase the awareness level & thereby increase the sales. The study also identified and evaluated the consumer perception toward various factor about electric bike. The result of this study shows that there is a combination of both positive and negative effect of that factor on consumer perception. Here most of the respondents consider the cost and the mileage while purchasing a bike, so there are ample potential to electric bike in two wheeler sectors. But their battery performance, speed and appearance are the major factors which is affecting the sales of electric bikes.

The study explains what are the perceptions prevailing in the minds of customers and recommendations to create awareness through marketing campaign.

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7.5 BIBLIOGRAPHY

BOOKS:Consumer Behavior: Leon Schiffman, Leslie Lazar Kanuk, 8th editionMarketing Management: Philip Kotler, Millenium editionResearch Methodology: C. R. Kothari, 2nd revised edition 2004WEBSITES:www.wikipedia.comwww.gogreenbov.comwww.genxt.inwww.electricbikes.comwww.mahashodamarketing.comwww.accuweather.comwww.evhub.biz

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