PROBLEM STATEMENT: Making Ather desirable for first-time scooter owners

TAREGET AUDIENCE

1. School students who have just received their learner’s licence (Age group: 16-17
years)
2. Middle income families who are planning on buying their first two wheeler.
3. People from those states where pollution is at its peak

DETRACTORS

1. One of the major detractors for Ather is its price compared to that of other two
wheelers. An Ather 450 costs around 1.28 lakhs whereas the two wheelers of
other companies like Honda Activa costs in the range of 50000-60000.

2. The apprehension in the people’s mind that there will not be enough charging
stations available and what if they run out of battery in the middle of the road.

3. People might not be attracted to purchase vehicle from Ather because it does not
provide any variety to choose from.

MOTIVATORS

1. All of us know that the future is EV (Electric Vehicle). This is because of various
reasons.

 The ever increasing price of fuel. Petrol is such a product, the increase in the
price of which will not affect its demand much. Due to increase in price, people
will decrease their consumption of other products but consumption of petrol will
remain fairly constant as it has become a basic necessity. If people will find a
cheap substitute for petrol, there will be no bigger blessing for them, specially for
the middle class people.
 If we have a closer look, the recent hit to the automobile industry is not just
because of the cyclical changes. It is also because of structural changes.
Companies are increasing the prices of their models by making just minor
tweaks. There hasn’t been much innovation. Ather can leverage this opportunity
to its advantage.

SOLUTION

The company has to create a huge awareness to bring this shift. It can first target metro
cities like Delhi where the pollution levels are reaching its peak. Creating awareness hear
won’t be much of an issue because people are already sensitive towards increasing
population. The people will be ready to pay higher prices. The parents of the people in age
group of 16-17 can be approached directly. Plus the brand presence can be increased
through social media strategies by promoting through instagram and facebook.