Loading presentation...

Present Remotely

Send the link below via email or IM

Copy

Present to your audience

Start remote presentation

  • Invited audience members will follow you as you navigate and present
  • People invited to a presentation do not need a Prezi account
  • This link expires 10 minutes after you close the presentation
  • A maximum of 30 users can follow your presentation
  • Learn more about this feature in our knowledge base article

Do you really want to delete this prezi?

Neither you, nor the coeditors you shared it with will be able to recover it again.

DeleteCancel

Make your likes visible on Facebook?

Connect your Facebook account to Prezi and let your likes appear on your timeline.
You can change this under Settings & Account at any time.

No, thanks

Tesla - Marketing Plan Presentation

No description
by

Nicholas Morello

on 17 November 2014

Comments (0)

Please log in to add your comment.

Report abuse

Transcript of Tesla - Marketing Plan Presentation

Executive Summary
Current Marketing Situation
SWOT Analysis
Objectives and Issues
Marketing Strategy
Timeline
Budgets
Controls
Thank You
Group Five

Market Description
Competitive Review
Tesla has few direct competitors
Nissan Leaf
Chevy Volt
Captures niche market
Luxury, high end market
Environmentally conscious market
High performance market
Performance superior to competitors
Acceleration, speed
Up to 300 miles on a single charge
Exclusivity of owning a Tesla
Channels and logistics review
Tesla streamlines the buying process for consumers
Test drives are "delivered" to customers
"Tesla Store" marketing platform
30 stores nationwide, growing every month
Current production constraints
Only 21,000 vehicles are expected in 2013
Tesla's stock has fallen 30% since Q3 2013 results were released
Major driver for fall: production constraints
Investments in 2014 to increase capacity at Fremont, CA plant
Strengths:
Elon Musk as CEO
Reliability--99 out of 100 rating
Supercharger coverage reach 98% of U.S. population by 2015
support from governments across the globe for buying environmentally friendly cars
Less pollution
Weaknesses:
Wait time for picking up the car
High pricing
Limited brand awareness
Only manufacture Model X, Model S, and roadster
Opportunities:
If the price of gasoline goes up, more consumers will buy electric cars
Product line expansion
Since Tesla superchargers charge 16 times faster than regular charging station, Tesla could become an energy supplier for other electric car companies.
Building factories overseas to lower the production costs.
Threats:
The company is less financially resourceful
The reported fire incidents lowers consumers' confidence in Tesla cars
GM sees Tesla as a threat
Positioning:

Product Strategy: The Model S as a revolutionary luxury sedan that does not compromise technology, efficiency, style, performance, or the environment
-Battery pack (255 miles/charge)
-Safety
-Low cost
-Software updates

Pricing Strategy: Buying system is unique because it all happens through their website; sells expensive vehicles now with mainstream ambitions

Distribution Strategy:
Tesla has changed the dreaded experience of buying a car
-Galleries in highly populated shopping centers (galleries have had over 1 million visitors and 25% of test drivers reserve a Model S)
-Buying experience tailored to customer's life schedule
-In 2014 goal is to deliver 30,000 Model S cars (compared to the current 20,000)


Marketing Communications Strategy:
Wants to be equated to a premium American car brand; marketing objective is to raise brand awareness and increase traffic to their website in order to increase sales
-Target growing luxury sedan market (Lavish Larry and Techie Ted)
-Utilize celebrity endorsers to reinforce fashionable image
-Advertise highly visible events (Academy Awards)
-Web-based short films and "Reconceptualizing the Car Buying Experience" ad campaigns

Research Strategy: Must gather plenty of feedback through online and in-gallery surveys
Product Review
Competitive Review
Tesla has few direct competitors
Nissan Leaf
Chevy Volt
Captures niche market
Luxury, high end market
Environmentally conscious market
High performance market
Performance superior to competitors
Acceleration, speed
Up to 300 miles on a single charge
Exclusivity of owning a Tesla
Product Review
Model S - Three Main Options

60 kWh
85 kWh
85 kWh Performance

Discontinued: Roadster
Model X
SUV currently in development
Market Description
Although part of the general automobile manufacturing, Tesla can fall under three other more specific markets:
Luxury vehicles
All-electric vehicles
Sports cars

Luxury automobiles currently take up about 15% of the automobile industry
Dominated by many manufacturers like BMW, Mercedes, and Cadillac
Channels and Logistics
Tesla streamlines the buying process for consumers
Test drives are "delivered" to customers
"Tesla Store" marketing platform
30 stores nationwide, growing every month
Current production constraints
Only 21,000 vehicles are expected in 2013
Tesla's stock has fallen 30% since Q3 2013 results were released
Major driver for fall: production constraints
Investments in 2014 to increase capacity at Fremont, CA plant
Objectives
To build a more affordable car


To expand the market geographically


To build its own Mobile Service Unit
Issues
Traffic safety with electronic cars


Further expansion may be hindered by problems in the supply chain


New brand recognition
Positioning
Product Strategy: The Model S as a revolutionary luxury sedan that does not compromise technology, efficiency, style, performance, or the environment

-Battery pack (255 miles/charge)
-Safety
-Low cost
-Software updates
Product Strategy
Buying system is unique because it all happens through their website; sells expensive vehicles now with mainstream ambitions
Pricing Strategy
Distribution Strategy
Marketing Communications Strategy
Wants to be equated to a premium American car brand; marketing objective is to raise brand awareness and increase traffic to their website in order to increase sales

-Target growing luxury sedan market (Lavish Larry and Techie Ted)
-Utilize celebrity endorsers to reinforce fashionable image
-Advertise highly visible events (Academy Awards)
-Web-based short films and "Reconceptualizing the Car Buying Experience" ad campaigns
Tesla has changed the dreaded experience of buying a car

-Galleries in highly populated shopping centers (galleries have had over 1 million visitors and 25% of test drivers reserve a Model S)
-Buying experience tailored to customer's life schedule
-In 2014 goal is to deliver 30,000 Model S cars (compared to the current 20,000)
Research Strategy
Must gather plenty of feedback through online and in-gallery surveys
Different driving experience.
Environmentally responsible, sustainable energy future.
Fully electric cars at a price affordable to the average consumer.
Strengths
Opportunities
If the price of gasoline goes up, more consumers will buy electric cars
Product line expansion
Since Tesla superchargers charge 16 times faster than regular chargers, Tesla could become an energy supplier for other electric car companies.
Building factories overseas to lower the production costs.
The company is less financially resourceful
The reported fire incidents lowers consumers' confidence in Tesla cars
GM sees Tesla as a threat
Threats
Elon Musk as CEO
Reliability--99 out of 100 rating
Supercharger coverage reach 98% of U.S. population by 2015
Support from governments across the globe for buying environmentally friendly cars
Less pollution
Weaknesses
Wait time for picking up the car
High pricing
Limited brand awareness
Only manufacture Model S with the Model X coming soon
Action Programs
-Cheaper Model

-Charging Stations

-Gas Dollars Saved
Budgets
-$5,000,000
-Superbowl ad ($3,000,000)
-Billboards and Local Advertising ($2,000,000)
Controls
-Sales Growth
-Store Visits
Overview
Overview of Content


Founded in 2003


First Store in 2009
Full transcript