Ather Energy Brand & Customer Analysis and Research
🚀 Excited to Share Our Comprehensive Analysis on Ather! 🚀 I am thrilled to share a presentation that our team recently completed on Ather, focusing on an in-depth brand and customer analysis. This was a group project that brought together diverse expertise and insights, resulting in a holistic examination of Ather's market positioning and customer engagement strategies. 📊 Project Contributors: @Deepyanti Maskara - Social Media Marketing Expert @Siddhesh Kondaskar @Sudip Ghimire @Leah CX Key Highlights of Our Analysis: 🔍 Buyer Persona & Customer Journey In my role, I concentrated on developing detailed buyer personas and mapping out the customer journey. Understanding our customers' motivations, challenges, and decision-making processes allowed us to create targeted strategies that resonate with Ather's audience. 💡 Brand Analysis We delved into Ather's brand identity, evaluating its strengths, weaknesses, opportunities, and threats (SWOT analysis). This helped us identify areas where Ather can enhance its brand equity and customer loyalty. 🔄 Customer Engagement Our analysis also included a thorough examination of Ather's customer engagement tactics across various platforms. We assessed how effectively Ather communicates with its audience and the impact of these interactions on customer satisfaction and retention. Key Takeaways: Customer-Centric Strategies: Emphasizing a customer-first approach in all touchpoints can significantly boost brand loyalty. Data-Driven Insights: Leveraging data to understand customer behavior and preferences leads to more personalized and effective marketing strategies. Innovative Engagement: Continuous innovation in engagement tactics keeps the brand relevant and top-of-mind for customers. I am incredibly proud of the collaborative effort and the insights we uncovered. This project has been a valuable learning experience, and I am excited about the potential it holds for enhancing Ather's brand strategy. Feel free to reach out if you'd like to discuss our findings in more detail or share your thoughts on Ather's customer engagement strategies! #BrandAnalysis #CustomerJourney #BuyerPersona #MarketingStrategy #Ather #TeamWork #CustomerEngagement
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Ather Energy Brand & Customer Analysis and Research
- 1. Brand & Customer Analysis
- 2. Table of Content ● Introduction ● Brand Identity ● Brand Positioning ● Content Analysis ● Buyer Persona ● Customer Journey ● Conclusion
- 3. Introduction
- 4. An Indian electric two-wheeler manufacturer, headquartered in Bangalore. It was founded by Tarun Mehta and Swapnil Jain in 2013. Known for producing incredibly powerful and feature-rich smart electric scooters and for putting a strong emphasis on developing a reliable charging network to go along with their vehicles. What is Ather? Passion. Purpose.
- 5. ● Electric Scooters ○ 450 Series ○ Rizta ● Accessories ● Merchandise Products & Services Products Services NEW!!! OTA Updates 13 OTA updates as of 2020 Ather Grid™ 1400 fast chargers available across the country Ather Space™ 140 experience centers in 96 cities in India
- 6. Electric Scooters 450 Series ® Rizta ● Ather Rizta ● Ather 450 S ● Ather 450 X ● Ather 450 Apex NEW!!!
- 7. Accessories and Merchandise Move In Ather. Walk In Ather. Wrap In Ather.
- 9. Logo
- 11. Brand Colors #FFFFFF #39B54A #000000 American Green White Black
- 13. ● Sustainable ● Futuristic ● Convenience ● Eco-Conscious ● Premium ● Passion ● Purpose ● Smart ● Efficient ● Witty “Hassle-free ownership” “Ride with Responsibility” “India's First Intelligent Electric Scooter” “Pure performance. Pure magic” “Join the Ather Revolution” Brand Adjectives
- 15. STP Strategy Demographically: ● Age: 18-40 ● Income: Mid-range and above ● Location: Tier 1 & 2 cities Psychographically: ● Eco-conscious ● Tech-savvy ● Style-conscious ● Demographic ● Geographic ● Psychographic ● Behavioral Premium brand offering smart and electric scooters, with sustainable mobility and affordability. ● Innovation ● Design excellence ● Eco-friendliness ● Superior customer experience Segmentation Targeting Positioning Segment A: ● Individuals/Bachelors Segment B: ● Families
- 16. Brand USPS Thrilling Ride Stylish & Powerful Scooters Sustainability Value for Money Intelligent Scooters Convenience Community & Support
- 17. Competitors
- 18. Content Analysis
- 19. Content Themes Lifestyle and Community Design and Aesthetics Technology and Innovation Sustainability and Environmental Benefits
- 20. ● Infographics ● Blog posts ● Videos ● Customer stories ● CEO videos/ reels ● Event recaps Content Themes Lifestyle and Community Design and Aesthetics ● User-generated content ● High-quality product photos ● Collaborations with design influencers Technology and Innovation Sustainability and Environmental Benefits ● Features like the Ather Grid charging network ● Ather Space retail experience ● Intelligent operating system.
- 21. Content Dissection Strengths Weakness Opportunities Threats ● Provides informative and educational content on Instagram and detailed videos on YouTube. ● Featuring customer stories and events thereby leading to increased UGC content. ● Built trust on the basis of transparency through showcasing both sides of using an EV. ● Limited targeted audience in Tier 2 and Tier 3 city as the EV market is still growing ● Same content published on all platforms ● Only content that is in the brand awareness stage ● Not using the right influencers for marketing campaigns ● Did not take first mover advantage with OLA accidents ● Slow social media marketing ● Large competitive market ● Should focus on accessories and merchandise promotion. ● Post more about environmental and sustainability as it is their core. ● Partner with eco-conscious brands for branded campaigns
- 23. Buyer Persona
- 24. Rahul ● Age - 20 ● Place - Andheri ( Tier 1 ) ● Occupation - Student ● Lang. - English, Hindi, Marathi ● Income - Non-Earner ● Tier - Lower Middle Class ● Media Consumption - Motivations & Behaviours Pain Points Interest & Hobbies ● Financial Liberation ● Overcoming Challenges ● Freedom & Mobility ● Style & Status ● Frequent poster ● Reliance on parents ● Time management ● Warranty & Service ● Cost of Ownership ● Perception of EVs ● Photography & Cinematography ● Technology or Gaming ● Football & Cricket ● Cultural Events ● Hiking & Riding Rahul Personality Introvert Intuitive Thinking Judging Extrovert Rational Feeling Perceiving Bio Student pursuing Bachelors in Commerce Looking for gig to earn money Delivery in his free time
- 25. Rahul ● Age: 28 ● Place: Bangalore ( Tier 1 ) ● Occupation: Professor ● Lang: English, Kannada, Tulu ● Income: 12 LPA ● Tier: Upper Middle Class ● Media Consumption: Motivations & Behaviours Pain Points Interest & Hobbies ● Professional Growth ● Innovation in Education ● Engaged Consumer ● Online Explorer ● Environmental Stewardship ● Range Anxiety ● Safety Concerns ● Cost of Ownership ● Sustainable Products ● Science and Technology ● Academic Networking ● Reading & Gardening ● Renewable Energy & Volunteer ● Astrophotography Dr. Priya Personality Introvert Intuitive Thinking Judging Extrovert Rational Feeling Perceiving Bio Astrophysicist Environment-conscious looking for sustainable way of transport From University to NGO to grocery run to home.
- 26. Customer Journey
- 27. ● Digital Presence: website, social media channels, online advertising ● Community Engagement: Engage customers and enthusiasts through social media, forums, and events. This helps in building brand loyalty and word-of-mouth promotion. ● Content Marketing: Create engaging content including blog posts, videos, infographics, to educate consumers about ev, sustainability, and the future of mobility. Positions Ather Energy as a thought leader in the industry ● Customer Support: Online chat & social media for pre-purchase. In-store help & online tracking. Mobile app for service, warranty, FAQs & troubleshooting. Regular emails with tips & deals keep you scootin' happy. ● Partnerships: Collaborates with other companies, organizations, and government bodies to promote electric vehicles. These partnerships help in expanding their reach and influence in the market. Customer Journey: Touch Points ● Consumer Experience: Test rides, visually appealing displays, knowledgeable staff create an exciting atmosphere.
- 28. Social Media, events, word-of-mouth by using passionate brand visuals to capture the attention of potential customers. Website is designed to provide comprehensive information about their products, services, and brand experience. Which leverages its digital presence and content marketing to provide detailed information about the features, benefits, and advantages of their electric vehicles. Customer experiences, including positive interactions with the brand, satisfaction with test rides, and peer recommendations. Offer convenient online booking options for test rides, transparent pricing, easy financing solutions, and excellent customer support Customer Journey: AIDA Awareness Interest Desire Action
- 29. Current Customer Journey Roadmap Stage Steps Thoughts Touch Points Google Search Discovery Consideration Purchase Engagement Product Comparison Easy EMI Ather Grid “Affordable Scooty under 2 Lakh” “I Think, Ather is more stylish” “EMI wouldn’t be so Financially heavy” “I am Participating in Ather Event” Google + Ather Youtube + Ather Ather ( UI / UX ) Ather App + SM
- 30. Conclusion
- 31. ● Deepyanti Maskara (shristimaskara6@gmail.com) ● Leah Xiong (leahcxiong@gmail.com) ● Siddhesh Kondaskar (siddhesh0412@gmail.com) ● Sudip Ghimire (sudipghimire237@gmail.com) ● Harshal Dahivalikar (harshaldahivalikar.pro@gmail.com) About Team