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TESLA MOTORS
15TH SEPT 2009
ALSET CONSULTANCY
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Size
405,328
419,470
440,583
474,717
517,041
552,846
Growth
3.49%
5.03%
7.75%
8.92%
6.92%
2004
2005
2006
2007
2008
History
Named after Serbian electrical engineer Established in 2003 after many years of R&D Headquartered in Silicon Valley (San Carlos, CA) Launched the Tesla Roadster in 2008 Sells to North America and Europe
Roadster
First ever all-electric 2-seater sports car Runs up to 393km per charge 500 units delivered in June 2009
Roadster
0-97km/h in 3.7s Top speed of 201km/h Cost of powering vehicle estimated at US$0.02 per mile
Comparison of Technology
ELECTRIC
Driven by electric motor(s) Does not use a petrol tank/ exhaust system Uses lithium ion rechargeable battery packs to drive the engine 4-8 hours for a full charge
Comparison of Technology
ELECTRIC
Driven by electric motor(s) Does not use a petrol tank/ exhaust system Uses lithium ion rechargeable battery packs to drive the engine 4-8 hours for a full charge
HYBRID
Comparison of Technology
ELECTRIC
Driven by electric motor(s) Does not use a petrol tank/ exhaust system Uses lithium ion rechargeable battery packs to drive the engine 4-8 hours for a full charge
HYBRID
Dual engines - electric and conventional oil engine Electric power kicks in at low speeds/cruising Does not require charging Power split device - improves efciency of oil engine
Segmentation
Segments MPV owners
>2,000 cc
Importance of Purpose of Usage Aesthetics Family transport Daily use Daily use Family transport Daily use Leisure Business Leisure Leisure Going green Low/Moderate Moderate High
Importance of Functions Child safety Entertainment Child safety Driving aids 4WD Suspension Onboard computer Driving aids Engine performance Moderate
Sedan owners
1,000-2,400 cc
SUV owners
>2,000 cc
Low
High
High Moderate
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Segmentation
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Segmentation
Age The Care Bears The Super Dogs The Wild Hogs The Elite Eagles 30-60 >18 30-45 >35 Household Income (monthly) $5,000-$7,000 $3,000-$5,000 $4,000-$6,000 $8,000-$10,000 $20,000-$30,000 $4,000-$6,000 Personality/Behaviour
Family-oriented, typical parents who ferry children, regular family outings, large family size Budget-conscious, older emptynesters, young singles/couples Sporty, rugged, adventurous, highly competitive, thrill-seekers Status-conscious, middle aged, higher social standing, stable careers, brand-conscious Professionals, high-prole individuals, status-conscious, amboyant, self-indulgent Environmentally-friendly, tech-savvy, trend-setters
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Targeting
Which market strategy are we adopting? Which market segment are we targeting?
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Targeting
Which market strategy are we adopting? Which market segment are we targeting?
NICHE MARKET
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Targeting
Which market strategy are we adopting? Which market segment are we targeting?
NICHE MARKET LUXURY SPORTS (AUTO HORSES)
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Targeting
Age The Care Bears The Super Dogs The Wild Hogs The Elite Eagles The Auto Horses The Green Dolphins 30-60 >18 30-45 >35 35-55 >25 Household Income (monthly) $5,000-$7,000 $3,000-$5,000 $4,000-$6,000 $8,000-$10,000 $20,000-$30,000 $4,000-$6,000 Personality/Behaviour
Family-oriented, typical parents who ferry children, regular family outings, large family size Budget-conscious, older emptynesters, young singles/couples Sporty, rugged, adventurous, highly competitive, thrill-seekers Status-conscious, middle aged, higher social standing, stable careers, brand-conscious Professionals, high-prole individuals, status-conscious, amboyant, self-indulgent Environmentally-friendly, techsavvy, trend-setters
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Targeting
Age The Care Bears The Super Dogs The Wild Hogs The Elite Eagles The Auto Horses The Green Dolphins 30-60 >18 30-45 >35 35-55 >25 Household Income (monthly) $5,000-$7,000 $3,000-$5,000 $4,000-$6,000 $8,000-$10,000 $20,000-$30,000 $4,000-$6,000 Personality/Behaviour
Family-oriented, typical parents who ferry children, regular family outings, large family size Budget-conscious, older emptynesters, young singles/couples Sporty, rugged, adventurous, highly competitive, thrill-seekers Status-conscious, middle aged, higher social standing, stable careers, brand-conscious Professionals, high-prole individuals, status-conscious, amboyant, self-indulgent Environmentally-friendly, techsavvy, trend-setters
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Targeting
Justication: High prices are favoured among the richest car owners in Singapore First movers advantage in market with his unprecedented green technology Positive growth of Singapore car market for the past three years
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Targeting
(A) AUTO HORSES (B) (C) GREEN DOLPHINS
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Targeting
(A) AUTO HORSES (B) (C) GREEN DOLPHINS
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Targeting
(A) AUTO HORSES (B) (C) GREEN DOLPHINS
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Targeting
(A) AUTO HORSES (B) (C) GREEN DOLPHINS
TESLA ROADSTER
Monday, September 14, 2009 16
Targeting
(A) AUTO HORSES (B) (C) GREEN DOLPHINS
TESLA ROADSTER
Monday, September 14, 2009
TESLA MODEL S
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Positioning
Roadster should be positioned to portray novelty Make use of exclusiveness to instill pride (being a trend-setter) by standing out of the crowd Guilt-free drive/environmentally-friendly lifestyle Ownership elevates social status
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Positioning
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Positioning
Marketing Mix
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Positioning
Marketing Mix
Price
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Positioning
Marketing Mix
Price
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Positioning
Marketing Mix
Price
Premium price - approximately S$480,000 Attract the attention of the Auto Horses
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Positioning
Marketing Mix
Price
Premium price - approximately S$480,000 Attract the attention of the Auto Horses
Product
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Positioning
Marketing Mix
Price
Premium price - approximately S$480,000 Attract the attention of the Auto Horses Emphasis on performance (comparable acceleration/top speed to a Ferrari)
Product
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Positioning
Marketing Mix
Price
Premium price - approximately S$480,000 Attract the attention of the Auto Horses Emphasis on performance (comparable acceleration/top speed to a Ferrari) Breakthrough zero-emission electric propulsion system
Product
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Positioning
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Positioning
Marketing Mix
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Positioning
Marketing Mix
Place
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Positioning
Marketing Mix
Place
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Positioning
Marketing Mix
Place
Strategic location of showroom (D9, D10) Proximity to residences of the Auto Horses
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Positioning
Marketing Mix
Place
Strategic location of showroom (D9, D10) Proximity to residences of the Auto Horses Exclusive distributorship
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Positioning
Marketing Mix
Place
Strategic location of showroom (D9, D10) Proximity to residences of the Auto Horses Exclusive distributorship
Promotion
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Positioning
Marketing Mix
Place
Strategic location of showroom (D9, D10) Proximity to residences of the Auto Horses Exclusive distributorship Exclusive by-invitation-only pre-launch (focused on the Auto Horses)
Promotion
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Positioning
Marketing Mix
Place
Strategic location of showroom (D9, D10) Proximity to residences of the Auto Horses Exclusive distributorship Exclusive by-invitation-only pre-launch (focused on the Auto Horses) High-key advertising campaign with focus on new, unrivaled technology
Promotion
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TESLA ROADSTER
Monday, September 14, 2009 20
AND REMEMBER.....
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THANK YOU
PRESENTED BY: ALSET CONSULTANCY - SARAH TAN - JENN LIM - CHIN HUI SHAN - DON SHUN - ALOYSIUS ANG
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