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TeslaMotors & The Model TRX. Tanja Kuehni, Elisa Lokmagozian, Andrew Mirto, Erik Sharp. Agenda. Opportunity of an electric truck Marketing objectives Value proposition Product position Competition Marketing mix Financial plan Review & conclusion Questions.

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teslamotors the model trx

TeslaMotors &

The

Model TRX

Tanja Kuehni, Elisa Lokmagozian, Andrew Mirto, Erik Sharp

agenda
Agenda
  • Opportunity of an electric truck
  • Marketing objectives
  • Value proposition
  • Product position
  • Competition
  • Marketing mix
  • Financial plan
  • Review & conclusion
  • Questions
opportunity of an electric truck
Opportunity of an Electric Truck
  • 1New, innovative product
  • 1Green solution for truck market
  • 2Growing market for electric vehicles
  • 2Demand for better solutions (mention survey results)
  • 3 (shortly explain graph)
survey
Survey

(Kuehni, Lokmagozian, Mirto, & Sharp, survey, October, 2013)

marketing objectives
Marketing Objectives
  • 3Create customer value by responding to customer needs:
  • (Better MPG rate
  • Luxurious interior
  • More room) → refer back to graph
  • 4Financial objectives:
  • Sell 2,700 units in first year, 5,000 in second, 15,000 in third
  • Break even by the end of the second quarter of the second year
4target market
4Target Market
  • Male
  • Average Annual Household Income of $135,000
  • Outdoor-Oriented
  • Perceived upper-middle class
3product position
3Product Position
  • More-for-more position
  • High level of consumer value
  • Base price of $75,000
4competition
4Competition
  • Luxury vehicles
  • Mercedes, BMW, etc.
  • High performance pickup trucks
  • Dodge, Ford Raptor, etc.
  • Electric vehicles
  • Nissan Leaf, Chevy Volt, Porche Panamera E-hybrid
marketing mix
Marketing Mix
  • 1Basic Price: $75,000
  • 1Personal selling (at Tesla’s stores/galleries) in the U.S. market
  • 2Advertising and Public Relations
review conclusion
Review & Conclusion
  • The value and demand of an electric truck
  • 2700 vehicles in the first year
  • break-even at 26
  • Outdoor oriented males with $135,000
  • Value proposition and More-for-More
  • Competition
  • $75,000 with personal selling and Advertising/PR