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Tesla+Marketing
Tesla is an American automotive and energy company with a mission to accelerate the world's transition to sustainable transport. Their goals are to sell vehicles through company-owned stores and online, and sell powertrain components to other automakers. Tesla markets its vehicles by maintaining exclusiveness through a small showroom model and online transactions, building a passionate community through online forums, and leveraging media attention through innovative products and a focus on electric vehicles. Their marketing strategies include having no advertising budget but creating buzz, not aggressively selling cars but marketing them, maintaining exclusiveness through a deposit requirement, and turning auto industry weaknesses like maintenance into strengths with their electric vehicles.
Tesla+Marketing
- 1. MARKETING MANAGEMENT -VIMANYU GSAHU MBA-PM
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- 3. TESLA MOTORS An Americanautomotive and energy storage company.
- 4. Tesla’s mission isto accelerate the world’s transition to sustainable transport.
- 5. GOALS Selling vehicles incompany owned showrooms & online Selling Powertrain components to other automakers Catalyst + Set +ve example
- 6. HISTORY:- July, 2003 • Incorporate d byM. Eberhard & Marc Tarpenning. Feb, 2004 • Musk joined Tesla as Chairman. Dec, 2007 • Zeév Diori- CEO Oct, 2008 • Musk = CEO, Tesla Motors
- 7. Musk’s Objective:- To createaffordable mass market electric vehicle.
- 8. Corporate Strategy Initially enterin expensive, high end product targeted at affluent buyers Maturity ↑ Larger, competitive markets at lower price points
- 9. Pricing in steps:- Highprice, low volume Roadster US $ 1,09,000 Mid price, mid volume Model S US $ 57, 400 Low price, high volume Model 3 US $ 35,000 ROADSTER MODEL S MODEL 3
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- 11. 1. Advertising Budget= US $ 0 Tesla Motors has no advertising, no ad agency, no CMO(Chief Marketing Officer), no dealer network. And that’s no problem. -Advertising Age Tesla’s “$0” marketing budget is awesome marketing. ** By contrast, Nissan spent US $ 25mn advertising its Leaf EV in 2012. Just create BUZZZZZZ!!!
- 12. 2. Tesla carsare marketed & not aggresively sold. 3. No negotiation with price. 4. No inventory. Built in order.
- 13. 5. Maintain exclusiveness Youcan’t test drive a Tesla unless you put down a $5,000 deposit. + In many parts of the country, you can’t see or drive the car before you buy it even if you place a deposit.
- 14. 6. Strangest Carshowroom • It is not located along main road, but in shopping malls. • Size = small shops ↓ Tesla get 1000s of people walking right past their car, every single day. ↓ Most sales = people who were 0% interested in buying any car.
- 15. 7.Online transaction * Upgradethe software online and the car is again new…
- 16. 8. Indirect interaction -Tesla forums *Passionate fans discuss how to market Tesla better. What???----consumers= marketing committee… Yeah…deep emotional significance *At the time of writing, Tesla has more orders than they can build- that in itself is a great marketing. This sort of advertising is earned, not bought.
- 17. 9. Forte focussing EVs= Electric Vehicles.
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- 19. 1. Start witha great product Tesla cars= as fast as Porsche and gets equivalent of 100miles/gallon. It is a sports car that seats seven… Buzzzz…AUTOMATION!!!
- 20. 2.Start high &work your way down • US $ 100k →Us $ 60k. • (+)- early adopters fund technology development.
- 21. 3. Turn autoindustry strengths into weakness (dirty, complex, unreliable, difficult maintenance → dirt free + easy) ** Tesla service centres are designed with white floors to reinforce that electric cars don’t have oil that leak on the floor.
- 22. 4. Create anew multi-channel model- websites. 5. Build the community & focus on the experience – Consumer’s forum online .
- 23. 5. Leverage media #Message widespread- “They are building the best car ever made not just the best electric car.”
- 24. Competitor’s Analysis:- How canone compare Ferrari with Maruti Suzuki? Source-Tech Insider
- 25. Competitior’s statistics:- Source -www.CSIMarket.com
- 26. Products:- Cars Roadster ModelS Autopilot •Semi-auto drive •Self Parking Model X =full size crossover SUV( SUV + passenger vehicle) Battery Powerwall “Gigafactory” Supercharging facility Solar energy Battery swapping(90min)
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