Tesla Marketing Analysis

Tesla Marketing Analysis

Agenda-Introduction to the SurveyPerceptual MapBrand Positioning StrategyTarget SegmentationRecommendations based on 4P’s-PriceProductPlacePromotion- Q&A

Survey IntroductionThe aim of the survey is to understand Tesla’s positioning in theelectric and non-electric vehicle market.Car .5.6.7.UnaffordableInnovativeCustomer centricStylishSafeLong-rangeGreat onIncomeCar ownership

Factor AnalysisFactor 1 (High Performance vsModerate Performance) I think Tesla cars are safe I think Tesla has long-range cars I think Tesla cars have greatacceleration I think Tesla is a customer centricbrandFactor 2 (Technology Driven vsTraditional) I think Tesla has long-range cars I think Tesla cars are stylish I think Tesla is innovative

Perceptual Map

OverviewBrand Positioning Strategy

Brand Positioning Strategy

Brand Positioning StrategyLow profit -- not suggestable high technology cost low priceNiche market?

Brand Positioning StrategyEmphasize vehiclequality and safety inmarketing campaigns

OverviewCustomer Targeting

Customer Targeting Perception of being environmentally friendly Long-term cost effectiveness Mostly males, but also females High income levels, education levels

Customer Targeting

Customer ProfileHigh income levelThink logicallyWant to be environmentally friendlyDetermined & AmbitiousName:Age:Occupation:David39IT Manager

RecommendationsAged in 20-45Establishing betterreferral programWealthy customersProviding premium services

RecommendationsEducated Australia customers Participating in environmentsaving programsSatisfying their perception ofbeing environmentally friendly

OverviewMarketing Programs (4P)

Price High-end pricing strategy Low performance perception Recommendation(Corby, 2021)

Price High-end pricing strategy Low performance perception Recommendation

Price High-end pricing strategy Low performance perception Recommendation-Lower price-Improve product quality

ProductKey advantage-Technology leaderRecommendation-Continue to invest in innovation

OverviewProductKey challenges in customer perception-Safety-Drive-range

OverviewChallenge: Safety-Brake failure-Sudden acceleration-Operation errorRecommendation-Improve product safety-Safe driving education serviceProduct

OverviewChallenge: Drive-range-Shortage of EVs charging stationsRecommendation-Build more charging stations-Improve supercharging technologyProduct

PlacePros: Online selling channel

PlaceTarget consumers purchase OnlineTarget consumers likeTransparent selling modeSource: 2020 Australian Consumers Survey

PlaceCons: Few experience shops

PlaceTarget consumers focus onReal World ExperienceSource: 2020 Australian Consumers SurveyStrategy: Remain online channeland increase trail offline shops

Promotion

PromotionSolution: Launching an Online Marketing CampaignThrough Facebook and YouTube

PromotionValue Proposition: Besides technology, Tesla is also good at range, acceleration Story / VideoWinners (Most liked content) 50 Youtubers 50 Facebook get free charge for a whole year

PromotionFocusing too much on Technology

PromotionExpected result: Good at both Technology and Performance

Research Limitations Cost restraints Sample size Biases

OverviewReferencesBudget Direct. (2020). Electric car sales 2020. Retrieved research/electric-car-sales-australia.htmlCorby, S. (2021). Cheapest electric car in Australia. Retrieved t-electric-car-in-australia-83651Duncan, I. (2021). Bursts of acceleration in Tesla vehicles caused by drivers mistaking accelerators forbrakes, feds conclude. Retrieved 2021/01/08/tesla-brakes/Electric Vehicle Council. (2020). State of Electric Vehicles. Retrieved fromhttps://electricvehiclecouncil.com.au/Passport (2020). Passport country report. Consumer behaviour in Australia. Retrieved from PassportdatabasePassport (2020). Passport country report. Consumer values in Australia. Retrieved from PassportdatabasePressman, M. (2016). Culture of Innovation: Tesla has triple the R&D of traditional automakers[Infographic]. ure-tesla-r-d-spending-versus-other-automakers

Thank youQ&A

BMW 4. Audi! Factor 1 (High Performance vs Moderate Performance) I think Tesla cars are safe I think Tesla has long-range cars I think Tesla cars have great acceleration I think Tesla is a customer centr