Abstract

The caselet delves in to the journey undertaken by Reva Electric Car Company before they became one of the established leaders in the environment friendly car market. The caselet deals with the positioning of the car and how it used its unique pro-green image to promote its public relation activities. The caselet also explains the way in which the company went ahead with the implementation of dealer appointment and customer friendly schemes.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Using innovative customer-friendly schemes to generate customer loyalty. How a company used Public Relations as a marketing tool
• Stages of launching a new product into the market.

Keywords

Reva, Curtis, Maini Group, Amerigon, Environment friendly car, tax exemption, ICICI loan, World Environment Day, Electric Car