TESLA

“Sophisticated computer on wheels"

Presented By:
Sara Khan
Rafia Tehreem
Ahmad Fawad
Owais ur Rehman

Marketing Management
Sir Tarique Aslam Qureshi
What is Tesla?
 Manufactures and sells electric cars and
electric vehicle power train components

 Found in 2003

 CEO – Elon Musk

 Operates through two segments:

1. Automotive
2. Energy generation and storage
MISSION STATEMENT:
“To accelerate the world’s transition to sustainable energy”

VISION STATEMENT:
“To create the most compelling car company of the 21st
century by driving the world’s transition to electric vehicles”
 MILESTONE
 In 2008 - Tesla launched 1st Generation ROADSTER
 In 2012 - World’s first premium electric Sedan is
launched (Model S)
 In 2014 - Announcement of battery swap pilot
program
 In 2015 - Launch crossover vehicle (Model X)
 In 2016 - Introduced Model S
 In 2017 - Launch Model 3
 In 2018 - Plans to launch Roadster
 TESLA CAR MODELS

TESLA MOTORS ROADSTER TESLA MOTOS MODEL 3

(2018- Present) (2017-Present)
 TESLA CAR MODELS

TESLA MOTORS MODEL S TESLA MOTORS MODEL X

(2016-Present) (2015- Present)
Model S - Most Awarded Car of 2013
TESLA Future…
1. TESLA SEMI
- All-electric heavy-duty truck
- Manufacturing will start in 2019

2. New Manufacturing Units:

- China-Shanghai, which will be
operational with in next 2 years
- Model Y
- Second Gigafactory in China - will
focus on battery production.
HOME CHARGING INSTALLATION

- In 2017, introduce “Home

Charging Installation Program”

- Customers were used to

arrange their own home
charging situation
MARKETING STRATEGY
 MARKETING STRATEGY
Partnership with other
B2B companies by supplying
products as well as services

Offering luxury, family and

mass market vehicles
B2C directly to customers.
OBJECTIVES
Build a sports car

Use that money to build an affordable car

Use that money to build an even more

affordable car

While doing above, also provide zero

emission electric power generation options.
 ADVERTISEMENT STRATEGY
According to CEO – Elon Musk
• Tesla does not spend million of
dollars on a traditional ad
“Tesla shells out virtually
campaign.
nothing on advertising and
endorsements, and relies heavily
Connect Through Social Media on word of mouth”

“Our showrooms are the biggest

advertisement centers for the
company”.
TESLA – PROJECT LOVEDAY
- A letter from a 10-year-old inspired tesla
to launch a video contest

- Contest stated in 2017, 100 above

videos were submitted on Tesla website

- 3 top lucky winners were announced on

Twitter and got a chance to attend
Model 3 launch event Bria Loveday
MARKETING STRATEGY
POSITIONING

Tesla not only sells cars but also sells technology.

“The only stylish car that can go from 0 to 100 in 3 seconds

without a drop of oil”.
 Competitive advantage in the marketing
strategy of TESLA
DRIVEN BY TECHNOLOGY
• Built the infrastructure necessary to
support the operation of cars.
• Built the network of superchargers, battery
swap stations, and service stations.
• Autopilot.
 Competitive advantage in the marketing
strategy of TESLA

TESLA’S REPUTATION
Acceleration with a 0 to 60 mph.
Model s sedan: most awarded car of 2013
DIVERSIFYING ITS BUSINESS
Solar roof tiles
Rechargeable lithium-ion battery
Provides homes with the storage of solar
captured energy
 Distribution strategy in the marketing
strategy of TESLA

 Tesla mostly uses online sales model coupled with company-owned stores to
sell its cars and doesn’t use the conventional dealer network.

 Selling the vehicles online has reduced the company’s selling cost.

 The physical stores only serve as a showroom for tesla.

 It has around 17 stores worldwide to sell its cars which according to tesla
helps to interact with potential customers.
 Brand equity in the marketing strategy of
TESLA
•Teslaas a brand is more than just a car manufacturer, it is a vision of
the future.

•Teslahas consistently proven to care about user experience which

has helped shape a public perception about the brand.

•Word of mouth has been a powerful driver for tesla’s growth with
fervent supporters who don’t even own a tesla but support the idea
and vision of tesla.
Marketing Analysis in the marketing strategy
of TESLA

 The global EV market is predicted to grow at a compound

annual growth rate of 21.4% between 2018 & 2026
according to reportbuyer.

 Tesla still rules the ev market in the usa, tesla sold three of
the country’s five best-selling EV’s first four months of 2018.

 According to Mckinsey research, china has increased its

lead in EV production
Customer Analysis in the marketing strategy
of TESLA

 Business executives and entrepreneurs who are tech- savvy,

green-friendly and wealthy.

 According to investopedia, the buyer’s profile are around 83.9%

male and 16.1% female.

 77% of the buyers have income over $100,000.

 Promotional Strategy in the marketing
strategy of TESLA

 Tesla is very much fond of the social media and it’s the CEO who
is the face of the brand.

 Word of mouth and the free media coverage is enough to

fuel demand for the brand.

 Tesla’s website

 Twitter
 TESLA Sales

Tesla sold
more cars
than any
other luxury
car brand
(excludes
SUVs).
TESLA Models (Price & Acceleration)
Does TESLA need to fear the competition
from the wave of electric cars coming in
the next years?

More than 591,000 PEVs sold worldwide in the first four months of the
year 2018.

Over 70,000 were TESLAs.

TESLA VS COMPETITORS
TESLA VS COMPETITORS
TESLA VS COMPETITORS
 TESLA VS COMPETITORS

Is this would be the end of the brand, as tesla will not be able to
compete with the combined power of traditional car makers. But is
this true?
IT COULD BE..
 IF..
EV market share would not double every 18 months or so.

 The current forecasts for 2025:

• Minimum of 10% market share for battery-powered
cars (valeo forecast).
• Maximum of 16% (ubs forecast).
That's around 9 to 15 million evs sold in 2025.
 CONCLUSION..
Main competitors don't plan a much bigger production capacity for EVs in upcoming 07
years. If it manages to ramp up production in time and become profitable.
THANKYOU!