KABIRA MOBILITY · PERFORMANCE MARKETING PLAN · FY26
Full-Funnel Growth Strategy · 12-Month Horizon

Performance
Marketing Plan

⚡
5 VARIANTSTOF · MOF · BOF SALES + REACH MODELPHASED ROADMAP
From ~107 units/yr to a real growth engine — channel-by-channel, funnel-by-funnel. “No Noise. All Power.”
01 — The Approach

How we read the funnel

TOF — Top of Funnel
Awareness & demand creation
Goal
  • Make Kabira known to the right rider
  • Build brand reach & video views
Buyer state
  • "I didn't know this existed"
KPI: Reach · Impressions · VTR · CPM
MOF — Middle of Funnel
Consideration & test rides
Goal
  • Turn interest into test-ride leads
  • Prove range, cost & performance
Buyer state
  • "Is this better than petrol / rivals?"
KPI: Leads · CPL · Test rides · LP CVR
BOF — Bottom of Funnel
Conversion & sales
Goal
  • Convert bookings into deliveries
  • Close with finance/exchange offers
Buyer state
  • "I'm ready — give me a reason now"
KPI: Bookings · CAC · Booking→Delivery · ROAS

Each variant gets its own full-funnel engine, but the channel mix and budget weight shift with price, audience, and sales cycle — a ₹3.15L cruiser is sold very differently from a ₹90k delivery scooter.

02 — Portfolio

Five products, five playbooks

Hero · Sport

KM3000

120 km/h, ~201 km. Young performance enthusiasts. Volume + brand halo.

Sport

KM4000

Sibling sport bike. Same audience, style-led differentiation. Cross-sell partner to KM3000.

Premium · Cruiser

KM5000

~₹3.15L, 188 km/h claim. Aspirational niche. Halo + earned media.

B2B · Commercial

Hermes 75

~₹90k delivery scooter. Fleet & last-mile operators. ROI/TCO-led B2B funnel — different game entirely.

Mass · Commuter

Intercity 350

Family scooter. Tier-1/2/3, value & EMI-first. The volume engine of the portfolio.

03 — Working Assumptions

The model is built on these

Ad budget (assumed)

₹4L → ₹12L / month

Media spend ramps from ₹4L in month 1 to a ₹12L peak — about ₹1.1 Cr of media for the year. Full phase split next.

Horizon & geo

12 months · 3 phases

India: metro + tier-1 first, expanding to tier-2/3. Foundation (0–3) → Scale (3–6) → Optimize (6–12).

Funnel benchmark (India EV-2W, blended)Planning value
TOF CPM (Meta / YouTube)₹50–90
Cost per test-ride lead (MOF)₹350–550
Test-ride show-up rate~55%
Test ride → booking12–16%
Booking → delivery50–55%
Blended CAC — bikes / scooter / fleet₹7k / ₹3k / ₹2k
⚠All sales & reach figures are MODELED ESTIMATES, contingent on production capacity and dealer expansion keeping pace — not guarantees.
03 · Budget

Phase-wise ad budget

Monthly media spend ramps from ₹4L at launch to a ₹12L peak, then holds for efficiency — about ₹1.1 Cr of media across the year.

4
M1
5
M2
6
M3
8
M4
10
M5
12
M6
12
M7
11
M8
11
M9
10
M10
10
M11
10
M12
PhaseMonthsMonthly ad spendPhase mediaFocus
FoundationM1–M3₹4L → ₹6L₹15LKM3000 + Intercity soft-launch; creative, pixels, LPs
ScaleM4–M6₹8L → ₹12L₹30LAll variants live; test-ride engine at full scale
OptimizeM7–M12₹12L → ₹10L₹64LEfficiency, retargeting, referral, tier-2/3 geo
Total12 monthsavg ₹9.1L₹1.09 CrMedia spend only
04 — Variant Plan · Hero

KM3000 — Silent Warrior

22–35, male-skew performance enthusiasts in metros & tier-1. Care about top speed, range, tech & "first EV that feels like a real bike."
₹1.77LEX-SHOWROOM (MK-II)
TOF
Performance brand films
Channels
  • YouTube in-stream + Shorts
  • Instagram/FB Reels
  • Auto-reviewer seeding
Example films
  • "Silent Streets" — dawn city ride, zero engine noise
  • "0–100, No Roar" — speed/launch cut
  • "201 km, One Charge" — city-to-city range run
Reach 7M · 28M impr.
MOF
Drive test rides
Channels
  • Search (brand + "electric bike")
  • Meta lead ads · retargeting
  • vs-petrol TCO content
Creative
  • Savings calculator, spec battles
~2,500 test-ride leads
BOF
Close the booking
Channels
  • High-intent search
  • Booking retargeting · WhatsApp
  • EMI / exchange offers
Creative
  • Limited slots, delivery urgency
CAC ~₹7,000
420
12-mo sales target
7M
unique reach
2.5K
test-ride leads
Month 4
to ~45/mo run-rate
05 — Variant Plan · Sport

KM4000 — Style Sibling

Same core enthusiast as KM3000 but style-led. Run as a cross-sell pairing — shared production, differentiated creative & landing pages.
₹1.84LEX-SHOWROOM (MK-II)
TOF
Design-led desire
Channels
  • Reels + YouTube Shorts
  • Lifestyle/design creators
Creative
  • Styling, colourways, "your statement"
Reach 5M · 20M impr.
MOF
Comparison & test rides
Channels
  • KM3000-vs-KM4000 chooser
  • Meta lead ads · retargeting
Creative
  • "Which Kabira are you?" quiz funnel
~1,700 test-ride leads
BOF
Convert + cross-sell
Channels
  • Search · booking retargeting
  • Combo/exchange offers
Creative
  • EMI, festive timing pushes
CAC ~₹7,500
270
12-mo sales target
5M
unique reach
1.7K
test-ride leads
Month 5
to ~28/mo run-rate
06 — Variant Plan · Premium

KM5000 — The Halo

28–45 affluent enthusiasts & early adopters. Low volume, high value. Its real job is to lift desirability for the whole brand.
₹3.15LEX-SHOWROOM
TOF
Earned + aspirational
Channels
  • PR & auto-media launches
  • Premium creator collabs
  • Cinematic brand films
Creative
  • Single-sided swingarm, 188 km/h story
Reach 3M · 12M impr.
MOF
Waitlist & concierge
Channels
  • Pre-book waitlist funnel
  • Invite-only test rides
Creative
  • Scarcity, founder/engineering story
~700 qualified leads
BOF
High-touch close
Channels
  • 1:1 sales follow-up · CRM
  • Premium finance partners
Creative
  • Founding-edition, personalisation
CAC ~₹14,000
80
12-mo sales target
3M
unique reach
700
qualified leads
Month 6
to ~10/mo run-rate
07 — Variant Plan · B2B

Hermes 75 — Fleet Engine

Last-mile & delivery fleet operators, logistics SMBs, q-commerce. ROI-driven, longer cycle, bulk orders. Sold on TCO, not horsepower.
₹0.90LEX-SHOWROOM
TOF
Reach decision-makers
Channels
  • LinkedIn ABM (their strength)
  • Logistics trade media
  • Geo-targeted ops hubs
Creative
  • "₹/km vs petrol" proof
Reach 1.5M B2B · 6M impr.
MOF
Pilot fleet demos
Channels
  • LinkedIn lead gen forms
  • TCO calculator + demo request
Creative
  • Free trial fleet, uptime data
~250 fleet leads
BOF
Close bulk contracts
Channels
  • Field/account sales · CRM
  • Lease & AMC financing
Creative
  • Volume pricing, SLA, KM Care
CAC ~₹2,000/unit
680
12-mo sales target
1.5M
B2B reach
250
fleet leads
Month 5
to ~70/mo run-rate
08 — Variant Plan · Mass

Intercity 350 — Volume Engine

25–50 families & daily commuters across tier-1/2/3. Decision is value, EMI, running cost & dealer trust — the highest-volume play.
~₹1.0LEX-SHOWROOM (EST)
TOF
Broad value reach
Channels
  • YouTube + Meta mass reach
  • Vernacular creative
  • Regional creators
Creative
  • "₹X/day to run", family-safe
Reach 10M · 40M impr.
MOF
Dealer + test ride
Channels
  • Click-to-WhatsApp lead ads
  • "Find a dealer" geo funnel
Creative
  • Savings calculator, offers
~4,500 test-ride leads
BOF
EMI-first conversion
Channels
  • WhatsApp nurture · dealer follow-up
  • Search · booking retargeting
Creative
  • Low-down-payment EMI, exchange
CAC ~₹3,000
950
12-mo sales target
10M
unique reach
4.5K
test-ride leads
Month 4
to ~100/mo run-rate
09 — Consolidated

Portfolio funnel & budget map

StageAlways-on objectiveMedia budgetPrimary KPI
TOFBuild brand reach across all variants; halo from KM5000₹38L~22M reach
MOFTest-ride & fleet-demo lead engine, retargeting₹33L~9.6K leads
BOFBooking→delivery, finance, dealer/CRM close₹27L~2,400 sales
TestNew channels, creative & geo experiments₹11LCAC ↓
TotalFull-funnel, always-on₹1.09 Cr~₹4.5K blended CAC
TOF AwarenessMOF ConsiderationBOF ConversionOps / Test
10 — Projection

12-month sales targets by variant

Intercity 350
950
Hermes 75
680
KM3000
420
KM4000
270
KM5000
80
2,400
total units (12 mo)
~22M
unique brand reach
~90M
total impressions
~₹30 Cr
indicative revenue
⚠Still ~22× the ~107-unit 2022 base, at a lean ₹1.1 Cr media spend (~3.6% of revenue). Achievable only if production & dealers scale in step. Revenue is indicative (blended ASP × units).
11 — Timeline

How long to hit the goals

M1
M2
M3
M4
M5
M6
M7
M8
M9
M10
M11
M12
Brand / TOF
build
always-on reach → 22M by M6
Lead / MOF
LPs+pixels
test-ride engine scaling
Sales / BOF
dealer enable
conversion → run-rate by M6
Ops / Scale
production + dealer + tier-2/3 expansion
PHASE
Foundation · 0–3mo
Scale · 3–6mo
Optimize · 6–12mo
By Month 3

First traction

~10% of annual volume (~240 units). Creative, pixels & dealer enablement live.

By Month 6

Goals in reach

22M reach hit; sales at ~200/mo blended run-rate across portfolio.

By Month 12

Full target

~2,400 units delivered; efficient CAC; tier-2/3 expansion underway.

12 — Measurement

What we watch, by stage

TOF · Weekly

Reach & efficiency

Unique reach, impressions, video view-through rate, CPM, brand search lift, follower growth.

MOF · Weekly

Lead quality

Test-ride leads, CPL, landing-page CVR, show-up rate, lead→booking %, cost per qualified lead.

BOF · Daily

Sales & spend

Bookings, booking→delivery, CAC by variant, ROAS, finance attach rate, dealer close rate.

Reporting cadence: a weekly funnel dashboard (reach → leads → bookings → deliveries) and a monthly budget reallocation — shift spend to the variant/stage with the best marginal CAC. Don't set and forget.

13 — Risks

What could break the model

Risk 01

Production / supply can't keep up

Marketing demand outruns delivery, killing reviews & trust. → Gate spend to fulfillable capacity; use waitlists for halo SKUs.

Risk 02

Thin dealer & test-ride network

Leads die without somewhere to ride. → Concentrate paid spend on cities with live dealers; expand before scaling spend.

Risk 03

Rivals outspend (Ola, Ather)

Higher CPMs, share-of-voice loss. → Win on niche performance positioning & creator trust, not raw budget.

Risk 04

Weak production quality on creative

Current gap vs polished rivals drags CTR/CVR. → Fix craft first; reallocate to a stronger content unit before scaling.

14 — Kickoff

The first 90 days

Smart strategy + disciplined funnel + honest production = a real growth engine, not just noise.
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