1. Integrated Marketing
Communications for Tesla Motor
Car Company
Important Strategy & Objectives for Tesla Motor Car Company
A Marketing Campaign
(Sample Marketing Plan)

2. Strategic Objectives for Tesla Motor Car
Company :
CURRENT MARKET SHARE: 0.3% (Seeking Alpha, 2014) to
SEEKING TO EXPAND MARKET SHARE to 14% market share over the next 3 years
STRATEGY:
- Increase brand awareness among female and millennial demographic
- Increase brand recognition among consumers most likely to buy eco-friendly products
- Create action for consumers to buy electric cars available on the market….NOW!
- Create a new image for the Tesla Brand as a primary car company
- Educate consumers on the benefits of an electric or hybrid car

3. DEMOGRAPHIC BREAKDOWN
Millennials born between 1980 – 2000 (Eco-Conscious age group)
Middle class families with a median household income of 60,000+
Health and environment conscious individuals - families/mothers/fathers/grandparents
advocates)
Tech advocates ages 35 – 55 years old
Tech advocates/ high income/ ages 55+ males
Alternative energy advocates/green consumers

4. Marketing Mix
MARKETING MIX
Product, Promotion, Price & Place
 We will create an emotional connection with our
who will want to buy our cars because an electric car
hundreds of miles of driving for less than a tank of gas!
 Our promotions will include television ads, print ads
advertising methods to promote the brand and the
message

5. Message
POSITIONING STATEMENT
 An eco-friendly, sleek, affordable, energy efficient -
family car which gives back to the environment and
handles like no other!
 (Silent Engine/ 0% Emissions and Eco-Friendly)

6. Direct Marketing
 As consumers shop for cars online :
 Whether searching for information about electric cars or hybrid cars- a
banner or pop up ad appealing to how efficient electric cars can be will
appear
 Did you know that the Tesla gets 265 miles to a full charge? Learn
more about the Tesla…….
 Did you know the Tesla Model S has 691 horsepower and can go from
0-60 in 3.2 seconds? Learn more here…..
 As consumers shop for energy efficient products such as light bulbs or
green products - a banner ad or pop up advertisement featuring the new
Tesla S model and its energy efficiency will appear.
 Additionally – we will create Blog articles, Facebook articles, Twitter
messages, YouTube videos, Tumblr photos which will inform consumers about
the electric car industry as well as Tesla brand products.

7. Public Relations
 This branch of marketing would continue to message the Tesla Brand
the company at the forefront of innovation and green technology!
 Founder - Elon Musk will continue to promote his brand personally as
speak as a trend leader in the area of innovation and in the
cost efficient clean products
 The only way to increase brand awareness is to offer more products
innovations which will complement the Tesla Car – eg. Batteries, solar
energy conversion etc.
 Tesla must reshape its image towards affordability and practicality for
everyone- including moms and families.

8. TV & Print Media
Media Plan:
 Print ads featuring a family and mom standing in front of their Tesla, out in the open air,
looking at a map on their next adventure (reminders of clean energy, energy efficiency,
family friendly & affordable)
 TV ads – 30 second advertisement featuring the new S Model, being recharged, and driving
for many miles across country – time travel will be the theme.
See the car leaving the golden gate bridge and
reaching the coast of Florida in a few seconds.
Is it a Tesla or Time Travel……it’s both, it’s the
future!
 National advertisement which focuses on reach rather than frequency
 An advertisement during the Big Bang Theory (innovators, millennials and technocrats),
primetime 8pm which will cost $324,000 for 30 seconds (International Business Times,

9. Position- Reasoning
The position that Tesla should take is both in price and location.
Since the consumers of this car:
 Are currently those with high average household incomes (175,000+),
developing a mid-level model that is affordable for mid level income earners
is crucial to expanding the success of the car
 30K – 40K price point- may attract more consumers
 Position the company as a PRIMARY CAR COMPANY, which is focusing on car
technologies and new innovations rather than a tech company that created a
car
 Appeal to females and families – with color, features, safety, eco-friendliness
and affordability
 Image must be more appealing to a wider cross section of people; urban,
families, grandma, granpa- save the planet for future generations!
 Not just a car for technocrats but everyone!
Highest Safety Rating in America
The National Highway Traffic Safety Administration

10. Conclusion
 Most consumers want to be informed and be a part of
innovation; but it must be made affordable, easy to
understand and easy to purchase (innovators, early adopters
through laggards)
 The brand must expand its vision of its company as
appealing to a wide cross section of people
 Marketing needs to come from a place of emotion,
motivation and desire
 Create emotional value for the target audience
 I want this car because…..

11. References
 Sources: Bing Images, 2015
 Tesla Motor Car Company, Brand Logo –Model S. retrieved on May 9, 2015
at http://www.teslamotors.com/
 Seeking Alpha, Michael Fu. Tesla Needs to Capture 14% Market Share.
Retrieved at http://seekingalpha.com/article/2124193-tesla-needs-to-
capture-14-percent-u-s-market-share-to-justify-valuation/ on August, 24
2015