Bajaj Qute Market Positioning Team Chetak IIM Kozhikode

Bajaj Qute- Market Positioning Team Chetak IIM Kozhikode Kuldeep Barwal Kuldeep Kumar

3 Intra-City Target Groups Target Group Reason Competitive advantage of Qute Auto- rickshaws Major Sector of Public 1. 3+1 D seater compared 2 -seater auto. Drivers (3 - wheeler transportation in tier-I & II 2. Safety is much higher than auto rickshaw Vehicles) cities[1] 3. Fuel efficiency of Qute is much higher than autos Taxis & Auto drivers under Ola, Uber applications Ola and Uber combined holds 95% share of India organized Taxis market[2] and both are aggressively expanding. 1. Qute is much cheaper in cost comparison to Taxis. 2. Ola auto segment can be easily replaced by Qute. 3. Less polluting than petrol/diesel taxi. E-Rickshaw/ EVehicles drivers (Electric Vehicles) E-Rickshaw/ E-vehicles is an emerging segment in Indian transportation market. use of e-rickshaw has started for small distances transportation 1. Max speed of E-rickshaw is 25 Kmph. Qute has max speed of 70 Kmph. 2. Charging stations are not frequently available in India. 3. Engine power and safety feature are much superior in Qute compared to E-Vehicles

Five Target Cities Reason of Selection Mumbai Biggest market of Auto-rickshaw and Taxis in India. Availability of auto per 1000 person is 12 only showing potential for growth in the market[1]. Bengaluru Largest user network of Organized sector of taxis and Auto-rickshaw under Ola& Uber. Opportunity to attract drivers belonging to these sector to opt for Bajaj Qute. Delhi & NCR region Due to high as air pollution in the city, the demand for E-Rickshaw/vehicle is increasing but due to inefficient travel speed not able to fulfill the demand. Hence CNG model of Qute will be a good option for this market. Ahmedabad. Gandhinagar The major source of Public transportation is dependent upon State bus services that follows a time table and growing market for auto and taxi. So, opportunity for Qute to capture this market. Hyderabad The population of Hyderabad is expected to be 13. 64 million by 2021. Hence Qute has a big market in Hyderabad.

References 1. http: //wricitieshub. org/charts-graphs/market-size-auto-rickshaws-indian-cities 2. https: //qz. com/india/1200878/with-uber-in-crisis-ola-zooms-ahead-in-indiastaxi-wars/ 3. https: //www. researchgate. net/publication/306254122_Autorickshaws_in_Indian_cities_Public_perceptions_and_operational_realities