Project —

Meri Pehli Electric

Project —

Meri Pehli Electric

India’s alarming pollution problem has led to multiple government-led policies and programs around increasing adoption of cleaner-fuel based vehicles. The response, however, hasn’t matched up. Hero Electric, the market leader in the electric two wheeler segment wanted to understand why people weren’t adopting electric vehicles; was India not ready for the revolution?

Client

Hero Electric

 

Year

2018
What was asked

Despite Hero Electric having run numerous campaigns over the past 10 years & significant subsidies launched by the government, the consumer was not adopting electric vehicles at the envisioned rate. We were asked to understand why, to thereby devise marketing & positioning strategy for Hero Electric’s portfolio of e-bikes.

What we found

An e-bike for the mass is measured for its performance against other non e-bikes.  Additionally, behavioural attributes led by a decade of misinformation and impressions from the past were adversely affecting adoption rates. We also uncovered a large population of fence-sitters waiting for the electric technology to evolve.

What we delivered

A purchase strategy to enable stable and steady growth curve for Hero Electric, by connecting to the buyer-mindset and building a system of nudges in sales cycle towards purchase. For immediate impact, we built campaigns to position electric bikes for the everyday-rigorous use as well implemented a consistent language into digital collaterals.

TARGETTING THE FENCE SITTERS —

It was not the intention to convert a regular bike user to an e-bike one, them having very different reasons to purchase. However, our research uncovered a market segment that was ready to embrace electric vehicles but needed a guided system of nudges towards purchase.

UNDERSTANDING THE FENCE SITTERS 

 

The fence-sitters housed a decade of misinformation, had witnessed multiple futile attempts by organisations to enter the market, government policies that changed too rapidly, and above all a technology that felt alien and irrelevant to the times. These were the harsh realities, and we knew that it would take significant effort to nudge them to purchase.

NUDGE SYSTEM TO PURCHASE 

 

The nudge to the fence sitters was at various levels, first to motivate them to feel comfortable with the idea that the technology is relevant for today, and gradually towards embracing the way it could integrate into scenarios of daily usage. The lead time with this targeted approach conformed to Hero Electric’s idea of monthly and yearly growth targets.

UNDERSTANDING THE FENCE SITTERS 

 

The fence-sitters housed a decade of misinformation, had witnessed multiple futile attempts by organisations to enter the market, government policies that changed too rapidly, and above all a technology that felt alien and irrelevant to the times. These were the harsh realities, and we knew that it would take significant effort to nudge them to purchase.

NUDGE SYSTEM TO PURCHASE 

 

The nudge to the fence sitters was at various levels, first to motivate them to feel comfortable with the idea that the technology is relevant for today, and gradually towards embracing the way it could integrate into scenarios of daily usage. The lead time with this targeted approach conformed to Hero Electric’s idea of monthly and yearly growth targets.

REINFORCING GREEN

 

The symbol ‘O’ taken from the Hero Electric logo also symbolises zero emission. This symbol was used in obvious and subtle ways to reinforce the idea of Hero Electric’s dedication to clean, green alternatives.

POSITIONING THE PRODUCTS

 

Once nudged towards the viability of e-bikes, Fence-sitters needed assurance, beyond the attributes of the product. We rooted the sense of ownership by communicating a deep emotional value through product tag-lines.

POSITIONING THE PRODUCTS

 

Once nudged towards the viability of e-bikes, Fence-sitters needed assurance, beyond the attributes of the product. We rooted the sense of ownership by communicating a deep emotional value through product tag-lines.

ICON SYSTEM

 

To build in the idea of ownership, bold yet subtle iconography system allowed an associative relationship to the brand. Taglines such as ‘Easy to ride, Easy to use’ further enhanced the brand call-out towards ease of ownership.

CAMPAIGNS FOR RETENTION —

Once a fence-sitter became a part of the Hero Eco family, a series of engagement activities were planned. One of such campaigns being the ‘Green Helmets’. Other campaigns like ‘Ride it – Come Rain Come Shine’ reinforced the idea of the bike being fit to use in any condition.

IMPACT

 

With these efforts in place, sales have grown at a steady 10-15% month on month for Hero Electric. They plan  to launch a manufacturing plant in Bangalore in 2019 to keep up with this steady growth.

“We’re in this for the long run, to make a meaningful impact to the society while the sector gradually picks up pace. Treemouse understood this depth to give us not just a distinctive approach to enhance market share, but also a well rounded strategy honed in to the customers’ perceptions and values, as much as to our business and ethics”

– Sohinder Singh, CEO Hero Electric.

Status

Live, Dec 2018

Pilots across India, 2019

Services

Product Positioning Strategy

Product Purchase Strategy

UX Strategy & Design

Campaign Strategy & Design

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