Scribd
Upload
756 views1 page

CASE 6.2 - What'S in A Car?: Questions

Shridhar developed an electric car called VERVE that seats 2 adults and 2 children. It has a small turning radius and charges quickly, giving a range of 80km from a full charge. However, the product did not sell as well as expected. Shridhar is considering repositioning the car and determining the best targeted customer segment between older people, students, housewives, or others. He must also decide on the positioning stance, image, and promotions strategy, such as whether to use a celebrity endorsement.

Uploaded by

Siddharth Singh Tomar
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
756 views1 page

CASE 6.2 - What'S in A Car?: Questions

Shridhar developed an electric car called VERVE that seats 2 adults and 2 children. It has a small turning radius and charges quickly, giving a range of 80km from a full charge. However, the product did not sell as well as expected. Shridhar is considering repositioning the car and determining the best targeted customer segment between older people, students, housewives, or others. He must also decide on the positioning stance, image, and promotions strategy, such as whether to use a celebrity endorsement.

Uploaded by

Siddharth Singh Tomar
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
You are on page 1/ 1

CASE 6.2 – WHAT’s IN A CAR?

Shridhar from Bengaluru, had developed an electric car – VERVE (It is a fully automatic, no
clutch, no-gears), two-door hatchback, easily seating two adults and two children with a small
turning radius of just 3.5 meters). It runs on batteries and as compared to other electric
vehicles, has an onboard charger to facilitate easy charging which can be carried out by
plugging into any 15 amp socket at home or work. A full battery charge takes less than seven
hours and gives a range of 80 km. in a quick-charge mode (two-and-a-half hours) 80 per cent
charge is attained which is good enough for 65 km. a full charge consumes just about 9 units
of electricity. Somehow the product did not take off the way he expected. He is
contemplating about repositioning the car. As he stood looking at the prototype, he knew that
there were a couple of questions to which he must find answers before he undertook the
repositioning exercise. Who should be the targeted segment – old people, young students just
going to college, housewives, or ….? What should be the positioning stance? What kind of
image would these customers relate to? Was a new name or punch-line required? How should
the promotions be undertaken? Maruti had done it with Shah Rukh Khan, should he also
consider a celebrity? If yes who?
Questions
1. What kind of research study should Shridhar undertake? Define the objectives of his
research.
2. Do the stated objectives have scope for a qualitative research?
3. Which method(s) would you recommend and why?
4. Can you construct a template for conducting the study? What element would you
advice Shridhar to keep in mind, any why?

You might also like