Assessfy Pvt. Ltd Advanced 5 milestones 100 marks

Go-To-Market Strategy for a New EV 2-Wheeler in Tier-2 India

Target year: MMS Sem 4 (Specialization Capstone) AICTE: 6 credits · ~150 hrs Bloom: Create / Evaluate MU CBCS: MM401 Marketing Strategy / Capstone

Real-world project · AICTE-aligned · AI-graded · Audit-ready certificate

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Milestones

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Core skills

About this project

Develop a complete GTM strategy for a fictitious (or partner-firm) EV scooter targeting Tier-2 Indian cities (Nashik, Vadodara, Coimbatore, Jaipur). Cover market sizing, segmentation, positioning, channel design, pricing, launch plan, year-1 financial projection. Pitch to faculty + industry mentor panel.

Course Learning Outcomes (CLOs):
CLO1: Apply strategic-marketing frameworks (STP, Porter, BCG) to a real product.
CLO2: Build a quantitative market-sizing + segmentation model.
CLO3: Design a multi-channel distribution strategy.
CLO4: Project 1-year P&L with sensitivity analysis.
CLO5: Defend strategy in front of industry panel.

Industry/societal relevance: Indian EV-2W is the most active hiring category in Indian autos — Ola Electric, Ather Energy, Bajaj Chetak, Hero Electric, TVS iQube all building marketing + GTM teams. Tier-2 expansion is the next growth chapter.

Milestones

1. Market Sizing + Segmentation

15 marks 14d

TAM/SAM/SOM for Tier-2 EV-2W. Segment by income, commute distance, FFC. Submit 8-page market intel.

2. Customer Research

20 marks 21d

Field research in 2 Tier-2 cities. 100 in-person surveys + 10 interviews. Map customer personas.

3. Product + Pricing Strategy

20 marks 21d

Define SKUs, feature mix, pricing tiers. Compare with competitors (TVS iQube, Bajaj Chetak Tier-2 SKUs).

4. Channel + Launch Plan

20 marks 21d

Dealer footprint, financing partnerships, launch cities, IMC plan. 12-month rollout calendar.

5. P&L + Pitch + Final Report

25 marks 21d

Year-1 P&L with 3 sensitivity scenarios. Pitch deck (25 slides) + 30-page strategy report. Oral defense to panel.

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Skills you'll learn

Market sizing (top-down + bottom-up)STP frameworkChannel designPricing strategyFinancial modeling (P&L projection)Strategic positioningStakeholder pitching

Tools used

MS Excel (financial modeling)PowerPointTableau (or Power BI)Survey MonkeyIndustry reports (Mordor IntelligenceRedSeer)

Prerequisites

Marketing Management; Strategic Management; Financial Accounting; Sales & Distribution; willingness to pitch to industry panel

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Go-To-Market Strategy for a New EV 2-Wheeler in Tier-2 India

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