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Tesla and BMW
- 2. BRIEF Lamborghini Motors is an Italian manufacturer of luxury automobiles. The situation: Lamborghini is trying to understand how manufacturers of luxury Electric Vehicles (EV) communicate their brand message. The scope was to analyze the narrative, commercials, and advertisements, and to propose an alternate strategy for one of the car brands.
- 3. C O M M U N I C A T I O N P L A N N I N G
- 4. AGENDA
- 5. Scenario Why do we care - Qualifying the Data Objectives Audience KPI’s Communication Strategy Analysis AGENDA
- 6. SCENARIO
- 11. N A R R A T I V E
- 12. NARRATIV E A long history – first electric car 1884 Technological development People still reluctant to buy a solely electric car – hybrid An increase in the number of EV’s might lead people to be more interested in this product
- 13. OBJECTIVE
- 14. OBJECTIV E In the world of the near future when e-cars will be more popular with people, Tesla should be the first brand that comes to mind
- 15. S O U R C E S O F B R A N D V A L U E
- 16. SEMIOTICS Semiotics is the discipline that studies how meaning is generated and transmitted among humans (Eco, 1988) Brand value contains, in one hand, functional values related to the object of product (i.e. physical performance, practicality, techniques) and in the other hand, symbolic values which are sources of emotions, pleasure, luxury, sensuality held by the brand
- 17. BRAND IMAGE BRAND IDENTITY Can be considered as: A physical entity with physical attributes A personality that communicates symbolic values such as emotions A cultural universe - system of values considered as inspiration All material and immaterial representations associated to the brand and organized in individual’s mind BRAND VALUE
- 18. CONSUMER PREFERENCES AND PERCEPTIONS OF A BRAND CHARACTERISTIC S AND FEATURES RELIABILITY, DURABILITY AND SERVICEABILITYSTYLE & DESIGN PRICE EFFECTIVENESS, EFFICIENCY, EMPATHY Keller, Kevin Lane, “Measuring Brand Equity” Chapter 26, page 22
- 19. CONSUMER PERCEPTIONS OF BRAND EQUITY FAMILIARITY UNIQUENESS RELEVANCE POPULARITY QUALITY BRAND EQUITY Is a construct that is designed to reflect the real value that a brand name holds for the products and services that it accompanies
- 20. VISUAL RHETORIC "Conveying information through visual aspects..rather than through verbal aspects" (Brumberger 2002)
- 23. C O M M U N I C A T I O N
- 24. COM M UNICATION BMW ads focus on the looks of the car as well as the technology and performance Focus on customer delight - purchase is accompanied by memorable gifts Active on social networks, official page for BMW i8
- 25. OVERVIEW
- 26. OVERVIE W Powerful brand equity= excellent brand pull for products Widely regarded as a status symbol - luxury segment connected to success Part of the WANT segment - upper class people want it for the sake of its brand name -> higher prices
- 27. OVERVIE W Ads are of a higher quality than the ones of its direct competitors - this is the perception they want to foster
- 28. C O M M E R C I A L S
- 32. A D V E R T I S E M E N T S
- 36. C O M M U N I C A T I O N
- 37. STRATEGY
- 38. STRATEG Y Creating brand value by increasing brand identity through creating a personality and a cultural universe
- 39. AUDIENCE
- 40. Unconventional way to sell their cars: E-commerce Few tesla stores
- 41. AUDIENCE Seeking a more general market Website homepage stresses low price of $58,000 Any potential gasoline car’s buyer can be turned into a Tesla’s buyer - people must be open-minded
- 42. C O M M E R C I A L S
- 45. A D V E R T I S E M E N T S
- 52. T E S L A S T R A T E G Y P R O P O S A L
- 54. COMMUNICATION COMPARISON COMPARISO N BMW has to stay true to its brand identity Tesla has no reputation yet and a wide range of options to start from Start up model - Tesla and BMW i similar strategy
- 55. START-UP MARKETING STRATEGY “Marketing is for companies with bad products” PROPOSA L
- 56. C O M M U N I C A T I O N P L A N
- 57. GOALS Making TESLA a household name for electric cars Engagement from our target audience Reducing CO2 emissions PROPOSA L
- 58. SUBTITLE PRICE PLACE PROMOTION PEOPLE Who? Segments & Target Profile When? Immediately until June 2017 What? User Generated Content Why? Our dying Mother Earth …Also $$$ Where? US Market
- 59. STORYTELLING, YOUTUBE AND BRAND IDENTITY FuelHaus
- 61. SPECIFIC PROPOSAL: CREATING BRAND IDENTITY DivergentIndustries.com
- 64. SEMIOTIC TOOLS Text Mining New school tools: Google Trends mentor.com Google Tag Manager Heat Mapping
- 65. INTEREST OVER TIME (GOOGLE TRENDS) Tesla Model S BMW i8
- 67. SOCIAL MEDIA IMPACT (CURRENT)
- 68. OFFLINE: APPEALING TO OUR “GRASS-ROOTS” CULT FOLLOWERS SXSW Music Festival Coachella Music Festival Tomorrowland Music Festival ComicCon UN Climate Conference NFL Superbowl Championship MLB Championship Highway Billboards
- 69. C U S T O M E R E N G A G E M E N T
- 70. KPI’S FOR THE SPECIFIC CHANNELS CTR YouTube views Mentions Retweets Facebook Likes Impressions digitaldoughnut.com
- 71. TESLA AS A START-UP Majority of people resist change Make product appeal to niche market, such as early adopters, before targeting wider audience PROPOSA L
- 72. CUSTOMER ENGAGEMENT Skip the advertising Use authentic and personalized content Social engagement equals brand loyalty Get mobile and use apps Be socially responsible and philanthropic Loyalty programs Encourage product feedback Create seamless shopping experiences Collect and use data for personalized messaging PROPOSA L
- 74. #thankyou
Editor's Notes
- Thank you for joining us. We decided to do Tesla Motors and BMW and an analysis on their communication plans. We’ll go into semiotic analysis, touch on some theory, and show you some cool commercials and advertisements. We will then propose a communication strategy for Tesla Motors based on our research.
- We have to sort of qualify the quantitative data before we set the scenario. What kind of narrative can we create using the available data and the trends of the energy industry?
- Over the next 25 years, 11.4 trillion will be invested in power generation. Of that, 200% will be focused on renewable energy, at 7.8 trillion dollars.
- Electric vehicles are on the rise and battery costs will decrease by 76%, which is the most expensive and laborious component of an EV.
- By 2040, 60% of global power capacity will come from zero-emission energy source.
- Renewables will see the bulk of investment over the next 25 years reaching 50% of all vehicles on the road. Today it is less than 5%.
- Based on this data, what narrative can we see…what tone.
- Electric vehicles have a long history. The first electric car was invented in 1884 but it never gained mass distribution. In every regard technology was unable to catch up because fossil fuels took over. Oil companies monopolized the car industry and killed the technology. Technological development on EV’s can be attributed to Tesla Motors. Many companies have started their own divisions solely for EV’s, such as BMW. Because the technology is still relatively new, many people are reluctant to buy an EV, and purchase a hybrid instead. Company innovation, coal price, lower cost of production will lead to cheaper EV’s and the public will be more interested in the product.
- This leads us to our main objective for today: Tesla’s current communication still has the start-up mentality. Since profits are on the rise, more interest from the public, and innovation have accelerated, Tesla’s communication strategy should follow suit. Tesla should be the first brand that comes to mind when speaking about EV’s.
- Before we begin we should delve into some theory.
- Sam will go through an analysis of adverts and commercials, but we should mention Semiotics as a definition…
- What constitutes brand value? Brand Image and Brand Identity. Brand image is all material and immaterial representations associated to the brand and organized in an individual’s mind. Brand Identity can be considered a physical entity, personality that communicated symbolic values such as emotions - it could be an animal or a company logo, and a a cultural universe - a system of values considered as inspiration
- Taking image and identity into consideration, how can we measure and qualify brand equity? The most important attributes are Characteristics and Features, Effectiveness, Efficiency and Empathy, Price, Style & Design, and Reliability, Durability and Serviceability Keller, Kevin Lane, “Measuring Brand Equity” Chapter 26, page 22 on 10/13/10
- Familiarity, Uniqueness, Relevance, Popularity and Quality are what the consumer perceives as most important when measuring brand equity.
- We would be remiss if we exclude Visual Rhetoric from one of our keywords. We will find out later how this theory is applied to product design and start up companies, but we should define it first. Visual Rhetoric can be defines as “conveying information through visual aspects, rather than through verbal aspects”. In this respect, the means Tesla and BMW focus on their product’s design to draw attention to the uniqueness of the product. They are not overtly selling you on the technology at first, but rather the design. The design has to be captivating enough for you to want to explore the features of the car into greater detail. Visually, the cars are stunning, beutiful, unique. Sam will do an analysis of advertisement and commercials that focus on design, what the product will do for the consumer and the planet. Where are we headed in terms of electric vehicles? Prepare to be electrified…
- Tesla Motors Model S vehicle is their most popular. It is a stylish and luxurious car. In terms of consumer perception, the Model S, and Tesla Motors, have a strong perception among the Electric Vehicle market.
- Worldwide, BMW has an impressive reputation. The new division, i, the EV vehicle lineup, is stylish, luxurious, aggressive, beautiful…And has a brand name associated to it. What strategy does BMW and Tesla employ to create a lasting brand image, identity and consumer perception? Sam will take us through an analysis of their current communication so we can get a better idea.
- Their communication covers all the aspects that you might be looking for in a car - looks, tech. and performance If a one decides to buy a BMW, you get a memorable treatment very active on social networks, for the BMW i8 they have a specifically dedicated Facebook page
- BMW stands for excellence and this is somethings that comes with all their products commonly seen as an the seal of an achievement. for this reason they can afford a higher pricing
- First i8 commercial more car-centered, new product that has to be launched in the market. futuristic atmosphere, the car almost looks like a prototype
- Latest i8 commercial it goes into more detail, material and other stuff, conjuring up a feeling of reality. The girl featuring in the commercial bestows a sense of desirability on the car. still luxury car, and the price is equally high.
- Emotional appeal that failure is ok
- just show the car: it is beautiful, it is a BMW - no need to show anything else, it’s all there
- it is BMW and it is also electric
- no brand identity yet
- Tesla
- Tesla
- Do we agree with this statement? Can a start up neglect marketing and still be successful? Snapchat, Instagram, Evernote, Hotmail are examples of companies that neglected marketing and became successful brands. How? Vitality. Evernote solved issues - note taking and organization - and the marketing they received was word of mouth. Snapchat is a perfect example of a company that went viral.
- Do we agree with this statement? Can a start up neglect marketing and still be successful? Snapchat, Instagram, Evernote, Hotmail are examples of companies that neglected marketing and became successful brands. How? Vitality. Evernote solved issues - note taking and organization - and the marketing they received was word of mouth. Snapchat is a perfect example of a company that went viral.
- Many inexperienced marketers make the mistake of targeting the mass market too soon. The reason this rarely works is because the majority of people resist change, and are not receptive to products / services that are not already recommended by early adopters.
- Many inexperienced marketers make the mistake of targeting the mass market too soon. The reason this rarely works is because the majority of people resist change, and are not receptive to products / services that are not already recommended by early adopters.