The document outlines Tesla's value proposition, highlighting its innovative electric vehicles that offer high performance and eco-friendliness, targeting various market segments from luxury to commercial. It discusses Tesla's brand positioning as a leader in electric vehicle technology and its competition with brands like BMW and Lexus, emphasizing the affluent target demographics. Key marketing strategies focus on minimal promotion due to strong brand recognition and the company's commitment to ongoing innovation in the automotive industry.

1. MARKMA S18 GROUP 3
INDIVIDUAL PRESENTATIONS
Submitted by:
MG GARCIA | EJ BUENFLOR | MEL MOYA | JESSIE MARCELO

2. Mel Moya

3. VALUE PROPOSITION
Provides the best-in-class
Electronic Vehicles that offers
high performance, energy
sufficient, long range with
convenient recharge stations, and
sleek designs

4. Market Segmentation
★High-end Luxury (Sedan or SUV)
★Mid – price range
★Commercial Vehicles – targeted towards transportation and shipping
businesses
★Green Community
★Fast sports car enthusiasts
★Those in favor of Autopilot
★Tesla Followers
★Elon Musk Followers

5. Target Market
Demographics
Age Range: 30-60
Upper Middle-Class Families
Household Income of $80,000+
Psychographics
Concern about gas consumption, economic value in car
Desire for an affordable luxury car with high safety value

6. Brand Positioning
★Luxury brand in the automotive industry.
★Provides value and quality to loyal
customers.
★Continuously innovative and forward in
design
★Customers feel that Tesla is well ahead in
its innovation and production electric
vehicle ecosystem that is like no other
competitors in the industry

7. Main
Competitors

8. "Shaping mobility
- for generations to come.”
“The ultimate driving machine.”

9. ★Upper middles class or upper
class
★the mid age 35-50 years
★is excelling in his/her career,
★Values his own social status
★Long for superiority,
performance, reliability & quality
★BMW has positioned itself as a
symbol of quality, technologically
advanced, high performance &
exclusive automobile brand
★Upper middle class or upper class
★Social group who are in midst of
their career & may be in the age
group of 30-50 years
★People have pride or ownership
★ BMW belongs to the Demand
segment in that shows that the
individual belongs to a higher
social class.

10. Who has the better strategy?

11. ➢Tesla, Inc. started its business as offering reliable ways of providing
transportation
➢The brand speaks for itself and must maintain the quality of their cars
➢Requires minimal marketing
➢Revived utilizing electric vehicles instead of gasoline combustion chamber
engines helped to pave the recognition of sufficient EV system, which also
contributed to revolutionize the automobile industry from mechanical
drives to all smart computer driven electric vehicles.
➢Strategic steps taken to design a sound EV engine system, the possibilities
of actualizing an electric car that serves sufficiently and safely, Tesla, Inc.
is one of the most successful EV company in today’s automobile industries
and continues to develop and innovate the methods of transportation.

43. JESSIE MARCELO

44. Value Proposition
Advanced Electric Vehicle
Technology
Solar Energy Systems

45. Market Segmentation
– High-end Luxury
– Fast sports car enthusiast
– Autopilot
– Tesla followers/Elon musk fans

46. Primary Target Market
– 45 years old and above
– Car enthusiast
– Wealthy people $100k income
– Asian (wants to try high tech cars)

47. Brand Positioning
– Electric Vehicle and Technological Knowledge
– Long life battery system
– Automation and engineering
– Free or low-cost electric charging stations or battery swap.
– Supercharging and destination recharging station network

48. Tesla Competitors

49. BMW (ULTIMATE DRIVING EXPERIENCE) Target Market
– MISSION to become the world's leading provider of premium products and premium services for individual
mobility
– Germany
– Males 35-50
– Social Class A-B
– Wealthy and $100k income

50. A dedicated luxury vehicle division by Toyota. Lexus has been manufacturing luxurious and most efficient
cars delivering maximum power from minimum fuel usage or generations to come
Founded in 1989
Based in Japan

51. Primary Target
– A younger buyer who is seeking in a contemporary dynamic take on luxury driving
– Asian ages 30 and up
– Targeted towards extremely affluent customers seeking ultimate luxury

52. Summary
– Tesla Company background
– Value proposition
– Market Segmentation
– Brand positioning
– Main Competitors

53. REFERENCES:
https://www.cleverism.com/company/tesla-motors/
https://bstrategyhub.com/tesla-business-model-tesla-business-model-
canvas/#:~:text=Value%20Propositions%20of%20Tesla&text=Tesla%20aims%20to%20provide%20some,stations)%2C%20and%20sleek%
20designs.
https://www.forbes.com/sites/greatspeculations/2015/07/02/teslas-unique-position-in-the-car-market-is-one-of-its-biggest-
strengths/?sh=4b26be503ad7
https://hbr.org/2020/02/how-tesla-sets-itself-apart
https://www.marketing91.com/marketing-strategy-bmw/
https://sites.google.com/site/bmwgmx12/home/1-signals-of-change/positioning-tar
https://www.autonews.com/article/20140712/OEM03/307149927/core-buyers-are-aging-so-lexus-courts-youth-with-new-bolder-
products#:~:text=But%20Lexus%20is%20hitting%20the,younger%20shoppers%20into%20the%20showroom.
https://www.tesla.com/about
https://www.investopedia.com/ask/answers/120314/who-are-teslas-tsla-main-competitors.asp
https://123helpme.org/essays/tesla-motors-inc-target-market-segmentation-and-product-
strategy/#:~:text=focuses%20on%20individuals%20looking%20for,also%20people%20with%20higher%20income.
https://www.investopedia.com/articles/personal-finance/021715/what-drives-consumer-demand-tesla.asp
https://www.grin.com/document/341484