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

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.

8. Brand IdentityBrand Identity

9. Logo

10. Font
Primary Font
Secondary Font

11. Brand Colors
#FFFFFF
#39B54A
#000000
American Green White Black

12. Illustrations
Icons Illustrations

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

14. Brand IdentityBrand Positioning

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

22. Current Customer Sentiment

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 ([email protected])
●Leah Xiong ([email protected])
●Siddhesh Kondaskar ([email protected])
●Sudip Ghimire ([email protected])
●Harshal Dahivalikar ([email protected])
About Team