Red Star Project: Redstar

Red Star Project
TESLA’S MODEL 3 LAUNCH IN RUSSIA
REDSTAR Project
Next step in Tesla’s marketing strategy
Electric cars – a new category within the cars market
Electric cars are not motorised by a fuelled

motor engine but by energy stored in
batteries.
Electric cars should be differentiated

from EV (electric vehicles), a category which
includes plug-in hybrids.
Electric cars competition on the cars market

include traditional car brands (Mercedes,
BMW, Nissan…) as well as new ones
(Tesla…). According to the tech news and
R&D it could include top tech actors in the
future (Google, Apple…)
Russian new cars market – Compared evolution and growth
Tesla Motors – A car company which is not a car company
Tesla Motors was launched in 2003, by 5 co-

founders. The most known is Elon Musk,
current CEO of the company.
Tesla Motors started the production of its first

vehicle in 2008: the Tesla Roadster. It already
produced 4 different models of cars – 2
roadsters and the Model X (Dark Star) and
Model S (White Star).
Between 2017 and 2020 it will start the

commercialisation of its fifth car, the Model 3,
or Red Star.
0
charge Moscow / Saint-Petersburg
From 0 to 100km/h in 3 seconds
0
smell
0
0 charging expenses
noise
0
0
Parking fees in Moscow
COMPROMISE
emissions
ASPIRATIONS
POPULARIZE electric cars in Russia
PERSUADE consumers that electric cars are Electric cars ?

“cool”
WIN the dominant market share on electric car

market in Russia
GET 30% of BMW consumers and 10% of

Mercedes consumers
SELL 3000 cars in 3 years after launch
DEVELOP power stations or points for

charging
BUILD an association in consumers’ minds:

Tesla strategic position for Red Star - PEST
ECONOMIC
POLITICAL
Economic factors include economic growth in the
One of the major political factors affecting the alternative energy industry and increasing prices of
industry is environmental protection laws (including fuel for customers. (In Russia price of petrol since
Russian laws) that is highly appreciated production 2008 increase from 22 Rub/L to 37 Rub/in 2015).
of more environmental cars. Therefore, the demand for electric cars is higher than
before.
TECHNOLOGICAL
SOCIAL
Technology advancement, rapid globalization and

People are tend to protect the environment. Tesla is
Internet impact have a huge effect on the
environmentally-friendly car ;)
automotive industry. Tesla car create technologies.
5 FORCES
•Much capital required Competitive Rivalry
• Very strong gasoline cars competitors
•Governmental utilization fee for Threat • Extremely strong competitive brands
imported cars of New
•Strong brand image of existing • Perfect brand reputation of competitors
market player Entry • Few e-cars available on market
• Developed and mature market
++
•Hard to reach economies of scale
Very strong barriers Very strong
•Mostly private individuals

•Little ability to negotiate
Competitive Buyer
Supplier
-
prices
Power Rivalry 0 Power •No dealers of electric cars
-- Neutral
•High costs of switching to a

different supplier
•Demand for components
manufacturers +
•Growing demand for •Many substitutes among gasoline cars (!)
domestic suppliers Threat of •Very few substitutes among electric cars
•Limited amount of reliable Substitution •Switching is possible and affordable
suppliers •No non-car substitutes
Strong power Strong
A SWOT analysis – Tesla on the Russian cars market
Tesla competitors in Russia – (Classic) car market
The Russian car market is close to 99% of oil

fueled cars. This situation makes Tesla a competitor
for the brands and models competing here, looking
for the same customers.
Taking market shares to those competitors is the

main goal of Tesla, since the absence of a strong
and competitive innovative cars market make the
company competing with traditional oil fueled
car.
Brand map
Innovative
Conservative Modern
Technically
regular
Tesla competitors in Russia – (Innovative) cars market
The Russian car market is evolving. If electric and

hybrid cars are still looking for opportunities to
invest furthermore the Russian cars market, Tesla
will have to take the lead in innovation and
future technologies to take the niche.
In 2014 there were only 300 electric vehicles

registered in Russia and 2000 hybrid cars.
The part of electric cars in the total car market in

Russia should constantly grew up for the years to
come.
Brand map
426 km
150 km/h 260 km/h
120 km
Tesla Motors – Market strategy
Roadster
Dark Star
White Star
98,000 $
Red Star
(2008)
> 10.000 GCS
Launch Price
75,000 $
(2012) 60,000 $
< 30.000 GCS (2012)
90.000 GCS
30,000 $
(2017-2020)
Market Size
Segmentation
Gadget Guru
“It’s a great day to be me.”
• Successful, wired, free spirited,

confident, and at ease
• Feels this is his best decade
• Greatest device ownership, pushes
• Сontributes to content
• Male dominated, above-average
• Income, single
Profiling
Sociodemographic:
• Age: of 25 – 45
• Income: Average income over $35K/year
• Education: Higher
• Social class: middle class
Psychographic:
• Lifestyle: stands for innovation, career oriented
• Intrinsic motivation of purchase: being out of the box
• Values: technology-savvy, self- realization
• Type of psychographic model (by VALS): Achievers
Buyer Persona
Client Testimonials
“I appreciate things that make me feel special. My Tesla

story is not about climbing the hill with the crowd, but
about creating my own mountain. It’s trendsetting, yet
being yourself. It’s a freedom to be yourself – freedom from
clichés, gas stations, paid parking.”
Diana, 35
“Buying Mercedes or Lexus means to be like thousands of

other users. Tesla Red car has mega cool functional of a
sport cars. Acceleration of 3 sec to 100kmh, no typical
engine noise is awesome!”
Valery, 29
Targeting
• Presentation
• Direct advertising
• SMM
• Blogs and Vlogs
• Showrooms
Positioning statement
TESLA is the only STYLISH CAR
that can go FROM 0 TO 100 in 3 SECONDS
without A DROP OF OIL

Positioning statement
For DRIVERS WHO ARE KEEN ON INNOVATION,

TECHNOLOGIES, COMFORT and WANT TO BE AHEAD
OF THE CROUD; TESLA is the only PREMIUM CAR that
goes FROM 0 TO 100 in 3 SECONDS and can reach 260
KM/H WITHOUT ANY PETROL.
Unlike Mercedes, BMW and Audi, Tesla SYMBOLIZES A

NEW ERA and is PERCIEVED AS AN OUT OF THE BOX

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Red Star Project

TESLA’S MODEL 3 LAUNCH IN RUSSIA

Electric cars are not motorised by a fuelled

Electric cars should be differentiated

Electric cars competition on the cars market

Tesla Motors was launched in 2003, by 5 co-

Tesla Motors started the production of its first

Between 2017 and 2020 it will start the

POPULARIZE electric cars in Russia

PERSUADE consumers that electric cars are Electric cars ?

WIN the dominant market share on electric car

GET 30% of BMW consumers and 10% of

SELL 3000 cars in 3 years after launch

DEVELOP power stations or points for

BUILD an association in consumers’ minds:

Technology advancement, rapid globalization and

•Mostly private individuals

•High costs of switching to a

The Russian car market is close to 99% of oil

Taking market shares to those competitors is the

The Russian car market is evolving. If electric and

In 2014 there were only 300 electric vehicles

The part of electric cars in the total car market in

150 km/h 260 km/h

• Successful, wired, free spirited,

“I appreciate things that make me feel special. My Tesla

“Buying Mercedes or Lexus means to be like thousands of

TESLA is the only STYLISH CAR

that can go FROM 0 TO 100 in 3 SECONDS

without A DROP OF OIL

For DRIVERS WHO ARE KEEN ON INNOVATION,

Unlike Mercedes, BMW and Audi, Tesla SYMBOLIZES A

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