Mahindra GenZe

Silicon Valley, CA; Grand Rapids, MI
Project Goal

Identify a strategy for how to market GenZe products in the Midwest.

Project Detail

Mahindra GenZe is a Mahindra-backed and U.S.-based venture with the mission of transforming urban mobility. The GenZe 2.0 is an all-electric motorized two-wheeled vehicle, similar to a moped, that is launching in summer 2015. The MAP team was tasked with developing a marketing plan for the GenZe product within the state of Michigan that would drive product experiences to build brand and product awareness. Through direct product experience and in speaking with potential customers, the MAP team identified that experiences are the biggest factors in driving interest and willingness to buy a GenZe 2.0. Through a combination of primary and secondary research, the team segmented the Michigan market of potential GenZe customers into four segments. The Tourist and Student segments showed the most potential for driving product and brand awareness.

Faculty Advisors
Accenture Professor of Computer Information Systems
Professor of Technology & Operations
Dr. M. S. Krishnan (“Krishnan”) is the Accenture Professor of Computer Information Systems and Professor of Technology and Operations at the Ross...
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Sebastian S. Kresge Professor of Marketing
Rajeev Batra's research interests include the strategy and tactics of brand-building; global branding and advertising; marketing issues in emerging...
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