Answered: How can AE use the motivation process…

Principles Of Marketing

17th Edition

ISBN:9780134492513

Author:Kotler, Philip, Armstrong, Gary (gary M.)

Publisher:Kotler, Philip, Armstrong, Gary (gary M.)

Chapter1: Marketing: Creating Customer Value And Engagement

Section: Chapter Questions

Problem 1.1DQ

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How can AE use the motivation process to present its offerings as need- and goal-fulfilling objects?

ATHER E-SCOOTER COMPETITORS
Hero Electric
Hero Electric (HE), part of the Hero Group, was a pioneer in the Indian e-two-wheeler industry and had
become one of the world’s leading two-wheeler manufacturers. HE had begun manufacturing e-bikes and
India’s first e-scooters in 2007, at a state-of-the-art manufacturing facility near the northern Indian city of
Ludhiana. By 2019, HE had expanded to 325 cities across India with 601 dealers.28 Its e-bike pricing started
at ₹39,550 and went up to ₹86,490 for its top model, the Hero Electric Photon 48V, but neither had smart
functions. As of July 2019, HE offered seven models of e-two-wheelers in India, of which the most popular
were the Optima Li (₹57,900), the Flash LI (₹52,974), and the Flash LA (₹39,550); they also planned to
launch five new models in 2019–20

Revolt Intellicorp
Led by Rahul Sharma, the co-founder of mobile device–maker Micromax, Revolt Intellicorp (RI) had a
₹5 billion manufacturing facility with an annual capacity of 120,000 units in the northern Indian town of
Manesar. RI had a 130-member research and development team and had unveiled its first smart e-bike, the
RV400, in July 2019; however, the bike’s critical components, such as its battery cells and motor, had been
imported.30 It delivered a range of 156 km on a single charge and was expected to be priced around ₹100,000.
To address consumer concerns over range anxiety, RI also planned to set up swappable battery stations every
3–5 km and to deliver batteries to customers to address consumer concerns over range anxiety.31
22KYMCO
22KYMCO (22K) was a joint venture between India’s 22Motors and Taiwan’s Kwang Yang Motor
Company (KYMCO), the latter of which had a presence in 102 countries.32 In June 2019, 22K had plans to
set up a manufacturing facility with an annual production capacity of 200,000 units in Bhiwadi, Rajasthan,
a northern Indian state. Although the company had previously sold its e-two-wheeler, the iFlow, at an exshowroom price of ₹90,000 in Delhi,33 it planned to start retailing the iFlow in September 2019, first through
14 dealerships across six Indian cities (New Delhi, Pune, Bengaluru, Kolkata, Ahmedabad, and Hyderabad),
and then, over the next three years, via 300 dealerships that it planned to set up across India. However, the
iFlow offered a driving range of only 40 km and could achieve a top speed of only 60 kmph. It was sold
without batteries, which buyers instead leased from KYMCO, effectively saving customers the hassle of
dealing with limited battery lifespans.34
Okinawa Autotech
Okinawa Autotech (OA), a 100 per cent Indian e-two-wheeler manufacturing company, was established by
Jeetender and Rupali Sharma in 2015 with the mission of creating e-two-wheelers for a sustainable future.
OA was headquartered in the northern Indian city of Gurugram, while its manufacturing facility was in
Bhiwadi, Rajasthan. OA sought “to bring pioneering technology and the cutting edge designs for the
endearing Indian consumer.”35 OA offered four models of e-scooters through 186 OA dealers in 147 cities
across India. Its e-scooter pricing started at ₹39,990 and ranged up to ₹116,000 for its smart e-scooter, the
Okinawa i-Praise. The most popular models in its e-scooter lineup included Raise, Praise, and Ridge.36
Tork Motors
Tork Motors (TM) was based in the western Indian city of Pune. The firm had done extensive research and
development work for seven years prior to manufacturing India’s first smart e-bike, the T6X, which was
priced at ₹125,000 and was powered from a lithium-ion battery (LiB) stack. Its top speed was 100 kmph
and its battery pack could last for 100 km on a full charge. The T6X included various smart features, such
as an on-board navigation system, cloud connectivity, and a fully digital display, as well as many safety
features, such as an anti-lock braking system and an anti-theft system. The company also planned to set up
several charging stations to enhance India’s EV infrastructure

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