This document contains a marketing plan for the Tesla Model S electric vehicle. It includes sections on executive summary, product details, industry analysis, segmentation and targeting, positioning, marketing mix, media tools, vital stats, and conclusion. The target segment is identified as generation Y males with incomes over $100,000 who are environmentally conscious. Tesla differentiates itself by offering a high performance luxury electric vehicle without compromising on mileage or emissions.
This document contains a marketing plan for the Tesla Model S electric vehicle. It includes sections on executive summary, product details, industry analysis, segmentation and targeting, positioning, marketing mix, media tools, vital stats, and conclusion. The target segment is identified as generation Y males with incomes over $100,000 who are environmentally conscious. Tesla differentiates itself by offering a high performance luxury electric vehicle without compromising on mileage or emissions.
This document contains a marketing plan for the Tesla Model S electric vehicle. It includes sections on executive summary, product details, industry analysis, segmentation and targeting, positioning, marketing mix, media tools, vital stats, and conclusion. The target segment is identified as generation Y males with incomes over $100,000 who are environmentally conscious. Tesla differentiates itself by offering a high performance luxury electric vehicle without compromising on mileage or emissions.
This document contains a marketing plan for the Tesla Model S electric vehicle. It includes sections on executive summary, product details, industry analysis, segmentation and targeting, positioning, marketing mix, media tools, vital stats, and conclusion. The target segment is identified as generation Y males with incomes over $100,000 who are environmentally conscious. Tesla differentiates itself by offering a high performance luxury electric vehicle without compromising on mileage or emissions.
Download as PPTX, PDF, TXT or read online from Scribd
Download as pptx, pdf, or txt
You are on page 1/ 31
ESLA MODEL-S
Marketing Plan Group Members 1. Divya Garodia- Roll No. 5 2. Akanksha- Roll No. 27 3. Venketesh- Roll No. 31 4. Aditi Kashyap- Roll No. 34
Table of 1.Executive summary Contents 2.About Tesla Model S 3.Industry Analysis 4.PLC Analusis 5.SWOT ANALYSIS 6.Segmentation and Targeting 7.Positioning 8.The Marketing Mix 9.Media Tools 10.Vital Stats 11.Conclusion
Executive Summary1. Founded in 2003 by Martin Eberhard & Mark
Tarpenning 2. Based on the belief that its product and technology were inherently different from others. 3. The only fully electric car producer in the world. 4. Takes advantage of the increased environmental concern and tax advantages provided to the people buying electric cars in the U.S.A.
Tesla Model S 1. Launched in the year 2012. 2. Prices cheap with respect to other competitors. 3. Big on luxury with 17 inch touch screen, Bluetooth and 200 watt speakers. 4. Integrated vehicle control. 5. Highly customized and equipped with autopilot. 6. Available in single and dual charging mode- 240 and 110 v. 7. Range- approx 244-320 miles 8. Best selling vehicle in the year 2015
Tesla Model S Variants
Industry Analysis Category LUXURY SEDAN(EV) Category analysis 1. The PHEV & EV sales recorded 1 million in sales in 2015 2. Global sales in till June 2016was3,12,000 which is 49 % higher than the same period last year 3. China is the biggest market
Industry Analysis
Industry Analysis
PLC Analysis
TESLA MODEL S
SWOT ANALYSIS
Competitor Analysis The Competitive advantageThe low cost battery packUses the cylindrical Lithium Ion battery packed used in consumer electronics. Helps in reducing the cost. 0 emissions Tax Benefits
Competitor Analysis
Direct Competitors
But Currently it is competing with all the luxury brands such as AUDI, BMW
Innovative
Modern
Conservative
Technically regular
Segmentation and Targeting
Segmentation bases- Psychographics and Demographics
Target Segment1. The Y Generation 2. Males with a disposable income of more than $1,00,000 3. Upper middle class 4. Baby Boomers and millennial. 5. Sensitive towards environment.
Positioning
Positioned as
1. A high performance car with luxury.
2. A fully electric car not compromising with the performance
3. Breaks the stereotypes
UniquenessNot like the Audi, BMW sedans High mileage and no carbon emissions
The Marketing Mix
Product The tangible product offerings Lightweight aluminum body reinforced with high strength, boron steel elements. Halogen headlights with automatic on/off and LED daytime running lights 17"
capacitive
touch
screen
with
media,
communication, cabin, and vehicle controls
Model S is a rear wheel as well as all wheel drive electric vehicle. 40-100 kWh microprocessor controlled, lithium-ion
The Marketing Mix
Product Regenerative braking system 10 kW capable on-board charger with the following input compatibility: 85-265 V 10 kW capable Universal Mobile Connector with 110 V, 240 V Keyless entry Driver
seat
detection
sensor
for
start/stop
functionality Eight airbags: head, knee and pelvis airbags in the
The Marketing Mix
Product Intangible product offers Tesla Motors Model S Club membership Warranty of 50,000 miles(80,000 kms) The brand itself.
PlaceOfficial Company Website Company-owned Stores and Galleries(galleries have had over 1 million visitors and 25% of test drivers reserve a Model S) Uprgradation option Company-owned Service Centers WAITING PERIOD!!!!
The Marketing Mix
Promotion Video Touting Doesn't spend much on advertising Word of mouth and buzz marketing Use of social media Displays at major events Forums and blogs
Media Tools Tesla hasnt spent anything yet on its advertising. It believes that its galleries are the best advertising tools The viral videos, the social media reviews prove to be more effective. Brand narration through the social media Fan made video gallons of light
Conclusion A disruptive product by a disruptive company Never spent on advertising and consultants till now A perfect blend of innovation and futuristic technology Broke the stereotype that electric vehicles cant be fast and beautiful
VITAL STATS!!! Tesla sold 25,202 units in 2015 over 16,689 units in the year 2014, a 51% change The only one in its class to have a growing sales and topped the sales chart in the year 2015 Tesla model S outsold the Mercedes Benz S-class, BMW 7 and Porsche Panamera and AUDI A-8 combined. The model S orders grew over 35% Y.O.Y Cost reduction to increase margins According to Consumer reports magazine the P85D model was included in its top 10 cars The gross margin for TESLA-S is target to 30% by Q4 in 2016.
