ESLA MODEL-S

Marketing Plan
Group Members
1. Divya Garodia- Roll
No. 5
2. Akanksha- Roll No. 27
3. Venketesh- Roll No.
31
4. Aditi Kashyap- Roll
No. 34

Table of
1.Executive
summary
Contents
2.About Tesla Model S
3.Industry Analysis
4.PLC Analusis
5.SWOT ANALYSIS
6.Segmentation and Targeting
7.Positioning
8.The Marketing Mix
9.Media Tools
10.Vital Stats
11.Conclusion

Executive Summary1. Founded in 2003 by Martin Eberhard & Mark

Tarpenning
2. Based on the belief that its product and technology
were inherently different from others.
3. The only fully electric car producer in the world.
4. Takes advantage of the increased environmental
concern and tax advantages provided to the people
buying electric cars in the U.S.A.

Tesla Model S
1. Launched in the year 2012.
2. Prices cheap with respect to other competitors.
3. Big on luxury with 17 inch touch screen, Bluetooth
and 200 watt speakers.
4. Integrated vehicle control.
5. Highly customized and equipped with autopilot.
6. Available in single and dual charging mode- 240 and
110 v.
7. Range- approx 244-320 miles
8. Best selling vehicle in the year 2015

Tesla Model S
Variants

Industry Analysis
Category LUXURY SEDAN(EV)
Category analysis
1. The PHEV & EV sales recorded 1 million in sales
in 2015
2. Global sales in till June 2016was3,12,000 which
is 49 % higher than the same period last year
3. China is the biggest market

Industry Analysis

Industry Analysis

PLC Analysis

TESLA
MODEL S

SWOT ANALYSIS

Competitor Analysis
The Competitive advantageThe low cost battery packUses the cylindrical Lithium Ion battery packed
used in consumer electronics.
Helps in reducing the cost.
0 emissions
Tax Benefits

Competitor Analysis

Direct Competitors

But Currently it is
competing with all
the luxury brands
such as AUDI, BMW

Innovative

Modern

Conservative

Technically
regular

Segmentation and Targeting

Segmentation bases- Psychographics and Demographics

Target Segment1. The Y Generation
2. Males with a disposable income of more than
$1,00,000
3. Upper middle class
4. Baby Boomers and millennial.
5. Sensitive towards environment.

Positioning

Positioned as

1. A high performance car with luxury.

2. A fully electric car not compromising with the performance

3. Breaks the stereotypes

UniquenessNot like the Audi, BMW sedans
High mileage and no carbon emissions

The Marketing Mix

Product
The
tangible product offerings Lightweight aluminum body reinforced with high
strength, boron steel elements.
Halogen headlights with automatic on/off and LED
daytime running lights
17"

capacitive

touch

screen

with

media,

communication, cabin, and vehicle controls

Model S is a rear wheel as well as all wheel drive
electric vehicle.
40-100 kWh microprocessor controlled, lithium-ion

The Marketing Mix

Product
Regenerative braking system
10 kW capable on-board charger with the following
input compatibility: 85-265 V
10 kW capable Universal Mobile Connector with
110 V, 240 V
Keyless entry
Driver

seat

detection

sensor

for

start/stop

functionality
Eight airbags: head, knee and pelvis airbags in the

The Marketing Mix

Product
Intangible product offers
Tesla Motors Model S Club membership
Warranty of 50,000 miles(80,000 kms)
The brand itself.

The Marketing Mix

Price

Model No

Range

Price in $

60D- 60 kwh motor

218 miles

RW- 55,500
AWD- 60,500

75D- 75 kwh motor

259 miles

RWD- 61,500
AWD- 66,500

90D- 90 kwh motor

294 miles

76,500

P90D- 90 kwh motor

270 miles- 155 mph top

speed

99,000

P100D- 100 kwh motor

315 miles, 0-60 in 2.5

secs

1,21,500

The Marketing Mix

Price
Pricing objectives
1. Sales oriented
2. Profit oriented
Pricing strategy1. Premium pricing
2. One price strategy

The Marketing Mix

PlaceOfficial Company Website
Company-owned Stores and Galleries(galleries
have had over 1 million visitors and 25% of test
drivers reserve a Model S)
Uprgradation option
Company-owned Service Centers
WAITING PERIOD!!!!

The Marketing Mix

Promotion
Video Touting
Doesn't spend much on advertising
Word of mouth and buzz marketing
Use of social media
Displays at major events
Forums and blogs

Media Tools
Tesla hasnt spent anything yet on its
advertising.
It believes that its galleries are the best
advertising tools
The viral videos, the social media reviews
prove to be more effective.
Brand narration through the social media
Fan made video gallons of light

Conclusion
A disruptive product by a
disruptive company
Never spent on advertising
and consultants till now
A perfect blend of innovation
and futuristic technology
Broke the stereotype that
electric vehicles cant be fast
and beautiful

VITAL STATS!!!
Tesla sold 25,202 units in 2015 over 16,689 units in the year
2014, a 51% change
The only one in its class to have a growing sales and topped the
sales chart in the year 2015
Tesla model S outsold the Mercedes Benz S-class, BMW 7 and
Porsche Panamera and AUDI A-8 combined.
The model S orders grew over 35% Y.O.Y
Cost reduction to increase margins
According to Consumer reports magazine the P85D model was
included in its top 10 cars
The gross margin for TESLA-S is target to 30% by Q4 in 2016.

THANK YOU