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• These are the major Govt clients which are pushed by NITI Ayog and ministry of power
Clients to setup EV charging stations
• Tata being such a trusted and powerful brand could find excellent opportunity if the
Channel plan is pitched directly through D2C or D2G channel
• Tenders are issued by the ministry of power through EESL for charging infra firms is
Entry the best opportunity to enter into B2G segment initially
Marketing Strategy for B2B
Ola and Uber are 2 national fleet operators, there is scope to
introduce new solutions and enter this space of shared mobility
in India
Limitations/ hurdles
• DC fast charging that takes around 75 min to charge
• The Ola cars are charged by the company under a subsidy
• Navigation and other apps are draining the battery
• Setting up charging stations in Tier I city is operationally not feasible
Future Plans
• Planning to launch the same in 2 Tier-I and 3 Tier-III cities
• Ola is in talks with Government for PPP for pilot projects on EV segment
• Looking to tie up with OEM’s like TATA and Bajaj in future
Channel to be followed should be D2C as Ola & Uber are have huge chunk of
share in EVs and will be highly interested in partnering with TATA if given a
win-win deal.
Costumer buying decision
Factors affecting purchase decision in B2B
• Brand influence
• Cost of installation or set-up cost
• ROI (return on investment) and their profit
• Threat of loss vs. opportunity for gain
• The no. Of stakeholder involved in the buying decision (less the number faster
the purchase)
Decision Process
Diagnosis of Contemplation
Awareness Consideration the & validation
alternatives
Customer Acquisition
Customer Acquisition Strategy
• Keeping in touch with the target customer through calls, mails and
meeting in every month
• Scheduling a discovery call to ask crucial preliminary questions
• Personalising the solution to match the client
• Prepare a 30-minute presentation and pitch it impressively to the
clients
• Giving reward Me stacks up against the competition
• Identify and profiled key decision makers in the target company
• Nurture and convert prospects through personalised, one-on-one
touches
• Keep your sales person very well trained
• Play on the tools like MIST (Money, Image, Shoppers, Time)
Risk Involved & Risk Mitigation
• Policies are still in the making and due to multiple stakeholders, it may
take a while before a clear horizon for EV emerges.
• Indian EV market will face initial hiccups and will require some time to
stabilize. TATA need a longer view to succeed in India.