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Reva

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Submitted By kanchant
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Research Paper On Development and Launch Of

REVA electric car

Submitted by Arvind Verma Roll No. 27 Telecom Management and IT- II Symbiosis Institute of management Studies, Pune

Arvind Verma

New product development and launch Roll no 27 TMIT –II

SIMS

INDEX
1. 2. 3. 4. About Reva Electric Car Company Idea generation Idea Screening Concept Generation and testing a. Customers, their benefit and occasion of use b. Reva vis-à-vis competitors and substitutes c. Emerging products d. Creating differential advantage i. Propriety technologies ii. Features attributes and benefits e. Specifications f. Price g. Perception Maps 5. Market strategy development a. TMS b. Brand Positioning c. Product Variety Plan: d. Price Plan e. Distribution strategy f. Promotion Strategy g. Long run Sales 6. Business Plan 7. Prototype development and testing 8. Test Market 9. Commercial Launch 10. Post Launch 11. Reasons for failure of Reva 12. Conclusion

Arvind Verma

New product development and launch Roll no 27 TMIT –II

SIMS

THE REVA ELECTRIC CAR COMPANY
Inception The Reva Electric Car Company, RECC, was incorporated in 1995 as a joint venture between the Bangalore based Maini Group and AEVT Inc of Irvindale, California, to manufacture environment-friendly, cost-effective electric vehicles for city mobility. 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. The key tenets are to promote environment friendly technologies, to always be at the forefront of development and innovation in the field, to ensure the highest levels of quality and reliability, thereby giving the 'Made in India' tag respectability and acceptance globally. Philosophy The "zero principle" - philosophy of the

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