Developing a Marketing Mix (4Ps) for Eli Electric Car - VU Report

This report provides a comprehensive analysis of the marketing mix (4Ps) for the Eli Electric Car, a small, low-speed electric vehicle designed for short-distance travel. The product strategy focuses on highlighting the car-like utility, safety, and comfort features, distinguishing it from modified golf carts. The pricing strategy leverages exemptions from certain DOT requirements to offer competitive prices, with pre-order discounts available. Promotional efforts include online marketing and discounted pre-orders to generate initial interest and sales. The place strategy involves online retail and global production lines, targeting urban dwellers seeking sustainable transportation solutions. The report concludes that by effectively implementing these marketing mix elements, Eli Electric Vehicles can successfully establish itself in the electric vehicle market and change the way people commute in cities.

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Market Mix
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ELI ELECTRIC CAR
1. Product
The Eli electric car is a series of electric vehicles that are small and are of low speed. They are
designed to travel for short distances like around a suburban community or within a particular
city. So far, in the market, Eli vehicles are small and filled with golf carts. This company,
however, intends to have the vehicles to accompany a car-like utility in that it incorporates
safety, and comfort. Some of the features of the vehicle includes:
- The availability of a proximity key
- Availability of a start to heat push-button
- Presence of an air conditioning system
- Presence of a Bluetooth stereo
Generally, the vehicle provides a car-like experience compared to other modified golf carts.
Many individuals easily mistake this vehicle for a car since it resemble one.
In size, it is about 35% smaller than the Smart For-Two vehicle. In length, it’s about 88.6 inches
thus making it shorter than the 89.2 inches Mazda Miata. However, this vehicle still have a room
for two passengers. The behind section then has about 5.65 cubic feet where cargo is put
(Management, 2017a).
The vehicle is also safe even if there are no back seats. The vehicle is made of aluminum of high-
tensile that ensures that strength is added while weight is reduced. Personally, I have experienced
the manner in which aluminum can be effective in my VW Jetta Ute. The rear structure of this
VW Jetta Ute stiff enough. Eli has the lights than one would expect to see in any normal car.
However, it has no airbags. On the contrary, it has seatbelts (ZERO, 2018).

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2. Price
Even though Eli is street legal, they are exempted from several DOT requirements for both
trucks and cars thus, making the vehicle company keep its prices to as low as $9,900 to $11,900.
In addition, since the vehicle has four wheels, one only needs a standard driver license to drive it
(Perez, 2018).
Currently, the company is touting Eli Zero EV (that goes for $10,000) as the world’s ultimate
mobility vehicle for everyone’s simple daily movement. Connected to the vehicle is a small
battery pack of 4 kilowatt per hour giving Zero EV a speed that ranges from 45 to 70 miles. The
top speed, however, is about 37 KMPH. The weight of the vehicle is then about 453 kilograms
(Management, 2017b).
The vehicle may not be in production yet but the company is already taking online pre-orders.
The first scheduled delivery is to be done in December. According to the company, the first a
hundred customers to put an order are guaranteed a $3,500 discount leading to a reduction in
purchase to $7,700 (ZERO, 2018).
3. Promotion
According to the website of Eli electric vehicles, those with the ultimate VIP Eli ZERO tickets
will receive a buying price of about $7,699 with a guaranteed payment done in full. However, a
small deposit needs to be made of about $249 after which buyers are able to receive their Zero
vehicles at $7,899. The vehicle the first model of Eli ZERO that will be made available in the
market is the L6-e class (Management, 2017b).
However, the company intends to create the next Eli Electric vehicles known as NEV
(Neighborhood Electric Vehicles) which will empower driver engagement sustainable in the

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communities. As mentioned before, the company will sell the vehicles at a marked price of
$10,900 but apply small deposit that is refundable for the customers that make their pre-orders
online. However, for those that make their orders on the company’s website, a discount will be
imposed. Meaning that these customers will buy vehicle at a reduced cash of $7,899. On the
other hand, those that claim to buy the vehicles through backers.com have a chance to claim the
first ten units of production (Perez, 2018).
4. Place
The Eli electric vehicles are found all over the world. However, online retail stores exist where
clients are able to make their orders. There are several production lines worldwide; however, this
automobile start-up contributes to the field of automobiles in a tremendous way. By introducing
electric vehicles, the company is hopeful that it will change the way people go about their jobs in
the cities. Such a concept is dubbed by the company as the new way to move from “A to B.’ the
vehicle targets people of all classes and living in urban areas be it the inner or the outer sections
of the cities (ELI, 2018).
As mentioned before, this vehicle suites everyone and is suitable for all sub-urban areas because
the vehicles are made in a manner that they are able to travel for short distances like around a
suburban community or within a particular city. Every production line ensure that the vehicle
include standard features such as a proximity key, a start to heat push-button, an air conditioning
system, and a bluetooth stereo (CES, 2018).

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Reference
CES (2018) The Eli ZERO aims to transform how we engage with our cities. [Online] Ces-
vehicles. Available at: https://www.designboom.com/technology/eli-zero-electric-car-ces-01-07-
2017/
ELI (2018).The Comfort and Safety of a Car. [Online] The Drive. Available at:
http://www.thedrive.com/tech/19680/the-eli-zero-takes-a-unique-approach-to-electric-mobility
[Accessed 25 Sept 2018]
Management, S. (2017).SMS | Strategic Management Society. [Online]
Strategicmanagement.net. Available at: https://www.strategicmanagement.net/ [Accessed 22
March 2018].
Management. (2017). Organizational Structure & Control. [Online] Albany.edu. Available at:
http://www.albany.edu/faculty/es8949/bmgt481/lecture7.html [Accessed 25 September 2018]
Perez, J. (2018) Eli Zero EV. [Online] Vehicles. Available at:
https://www.motor1.com/news/132843/eli-zero-ev-pricing/ [Accessed 25 Sept 2018]
ZERO (2018) Eli Electric Initiates Deeply Discounted Pre-orders for Affordable Neighborhood
Electric Vehicle on Indiegogo. Available at:
https://markets.businessinsider.com/news/stocks/eli-electric-initiates-deeply-discounted-pre-
orders-for-affordable-neighborhood-electric-vehicle-on-indiegogo-1021501688 [Accessed 25
Sept 2018]