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.
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Hybrid cars which run on both gasoline and electricity How can REVA create Differential advantage? a) REVA deploys the following 3 key proprietary technologies: 1. The integrated power system (IPS):. The system is a proprietary technology developed by Amerigon and is patented. All major battery functions from charging and monitoring to range indication, motor control and power conversion for auxiliary systems and system diagnostic are managed by the IPS 2. The Engine Management System (EMS): EMS has five key functions, which are: charger control; state of charge (SOC) estimation; vehicle diagnostics; batter warranty verification and vehicle date acquisition (DAQ). The EMS also controls the outputs on the instrument panel of the Reva 3. Climate Control Seats (CCS) : The next critical piece of equipment used in the Reva is the cooling, heating and ventilating system i.e. CCS. This equipment is protected by patents filed by Amerigon. The CCS has a solid state heat pump and is extremely efficient (typically energy consumption is 10% less than that are used in conventional air-conditioner). Thus it creates Entery Barrier to competitors b) Features, Attributes and Benefits S.no FEATURES/ATTRIBUTES 1 The integrated power system (IPS) 2 The
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