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Yo Bike is selling scooters to commuters, housewives and students at a price (including battery) that is the same as that of petrol scooters. The key question faced by the manage is how to formulate and communicate the price to target customers to enhance probability of purchase.
© 2013 by the Indian Institute of Management, Ahmedabad
2013
Indian Institute of Management, Ahmedabad
Licensed re-use rights only. Cases are not intended to serve as endorsements, sources of primary data, or illustrations of effective or ineffective management. This case is a fictionalized one – the names of firms and managers are not real – even though the case is based on real events.
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