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TeslaMotors & The Model TRX

TeslaMotors & The Model TRX. Tanja Kuehni, Elisa Lokmagozian, Andrew Mirto, Erik Sharp. Agenda. The Product Marketing O bjectives Value P roposition Product P osition Competitors Marketing M ix Financial P lan C onclusion Questions.

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TeslaMotors & The Model TRX

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  1. TeslaMotors & The Model TRX Tanja Kuehni, Elisa Lokmagozian, Andrew Mirto, Erik Sharp

  2. Agenda • The Product • Marketing Objectives • Value Proposition • Product Position • Competitors • Marketing Mix • Financial Plan • Conclusion • Questions https://lpo.energy.gov/projects/tesla-motors/

  3. The Product • Tesla’s Model TRX • Fully Electric • Versatility, Power, Style • 4 year or 50,000 mile warranty • Same platform as Model S P85 • Up to 265 miles range • 416 horsepower • Speed: Up to 130 MPH

  4. Opportunity for an Electric Truck • New, innovative product • Green solution for truck market • Growing market for electric vehicles • Demand for better solutions socialmediatoday.com

  5. Survey (Kuehni, Lokmagozian, Mirto, & Sharp, survey, October, 2013)

  6. Marketing Objectives • Create customer value by responding to customer needs: • (Better) MPG rate • Luxurious interior • More room • Financial 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

  7. Target Market • Male • Average Annual Household Income of $135,000 • Outdoor-Oriented • Perceived upper-middle class socialmediatoday.com

  8. Value Proposition

  9. Product Position • More-for-more position • High level of consumer value • Base price of $75,000

  10. Competitors • Luxury vehicles • Mercedes, BMW, etc. • High performance pickup trucks • Dodge, Ford Raptor, etc. • Electric vehicles • Nissan Leaf, Chevy Volt, Porche Panamera E-hybrid www.breitbart.com

  11. Marketing Mix

  12. Marketing Expense Forecast

  13. Break-Even

  14. Sales Forecast

  15. Conclusion • Value and demand of an electric truck • 2700 vehicles in the first year • Break-even at 26 units • Outdoor oriented males with $135,000 • Value proposition and More-for-More • Competition • $75,000 with whipped cream and cherries on top personal selling and Advertising/PR

  16. What We Learned/Questions

  17. References https://lpo.energy.gov/projects/tesla-motors/ About Tesla. (2013). Retrieved 10 15, 2013, from Tesla: http://www.teslamotors.com/about Addison, J. (2013). Best Electric Cars and Plug-in Hybrids for 2013. Retrieved 10 18, 2013, from Clean Fleet Report: http://www.cleanfleetreport.com/electric-cars-ev-plugin- hybrids-2011/ Berman, B. (2013, 07 23). Tesla Will Soon Face Competition, Or Not. Retrieved 10 16, 2013, from Plugin Cars: http://www.plugincars.com/tesla-will-soon-face-competition-or-not- 127791.html Bigelow, P. (2013). Electric car sales have doubled, thanks to high gas prices. Retrieved from http://autos.aol.com/article/electric-car-sales-doubled/ Contingency planning. (n.d.). Retrieved from http://www.businessdictionary.com/definition/contingency-planning.html Crupi, A. (n.d.). Retrieved from http://www.adweek.com/news/television/their-prime-broadcast-spot-costs-soar-132805 EDTA. (n.d.). Retrieved from website: http://electricdrive.org/index.php?ht=d/sp/i/20952/pid/20952 Eia.gov. (2013). Retrieved from http://www.eia.gov/tools/faqs/faq.cfm?id=287&t=10 Facts. (2013). Retrieved from http://www.teslamotors.com/models/facts

  18. References Cont. • Fisher, T. (2013, 09 03). Will Tesla Alone Double Global Demand For Its Battery Cells? Retrieved 10 16, 2013, from Green Car Reports: http://www.greencarreports.com/news/1086674_will-tesla-alone-double-global-demand- for-its-battery-cells • Ford. (2013). Retrieved 10 16, 2013, from Ford: http://www.ford.com/trucks/f150/?hptid=fv-trk- rtn-sch-f150-txt • Fortenbaugh, C. (n.d.). Hybrid cars: Not so environmentally friendly. retrieved from http://www.pitt.edu/~crf30/Writing3.pdf • Healey, J. R. (2013, April 24). 10 cheapest cars: Why (almost) nobody buys them. USA Today. Retrieved from http://www.usatoday.com/story/money/cars/2013/04/24/cheapest-cars- price-MPG-disappointment-nissan-versa-smart/2110083/ • King, D. (2012, June 7). [Web log message]. Retrieved from http://green.autoblog.com/2012/06/07/tesla-will-sell-20-000-vehicles-next-year-ceo-says/ • Lampton, C. (2008, 08 18). How Electric Car Batteries Work. Retrieved 10 15, 2013, from How Stuff Works: http://auto.howstuffworks.com/fuel-efficiency/vehicles/electric-car- battery4.htm • Marketing Research. (n.d.). Retrieved from http://wordnetweb.princeton.edu/perl/webwn?s=marketing research • Martschenko, A., & Gabriel, M. (2013). Automotive. Retrieved from http://interbrand.com • Motavalli, J. (2013, 09 06). As It Increases Production, Tesla Worries About Battery Supply. Retrieved 10 15, 2013, from New York Times: http://wheels.blogs.nytimes.com/2013/09/06/as-it-increases-production-tesla-worries- about-battery-supply/?_r=0 • Musk, E. (2013). Retrieved from http://www.teslamotors.com/models/design. • Nasdaq.com. (n.d.). Retrieved from http://www.nasdaq.com/symbol/tsla/earnings-growth • Noland, D. (2013, 08 09). Life With Tesla Model S: Owner's Report After 5,000 Miles. Retrieved 10 17, 2013, from Green Car Reports: http://www.greencarreports.com/news/1086108_life-with-tesla-model-s-owners-report- after-5000-miles • Okulski, T. (2013, 04 03). The Plug-In Hybrid Porsche Panamera Is The Tesla Model S's First Real Competitor. Retrieved 10 17, 2013, from Jalopnik: http://jalopnik.com/the-plug-in- hybrid-porsche-panamera-is-the-tesla-model-468462762 • Rogowsky, M. (2013, June 21). Tesla 90-second battery swap tech coming this year. Retrieved from http://www.forbes.com/sites/markrogowsky/2013/06/21/tesla-90-second-battery-swap-tech-coming-this-year/ • Ruiz, R. (2008, May 5). In depth: America's best cities for the outdoors. Forbes, Retrieved from http://www.forbes.com/2008/05/12/outdoors-health-cities-forbeslife- cx_rr_0512realestate_slide.html • Tesla. (2013). Retrieved 10 17, 2013, from Tesla: http://www.teslamotors.com/charging#/installation • Toyota. (2013). Retrieved 10 17, 2013, from Toyota: http://www.toyota.com/prius/#!/Welcome • U.S Census Bureau. (2011). 2011 annual social and economic supplement • Voelcker, J. (2013, January 10). How many tesla model s electric cars were built in 2010. • Retrieved from http://www.greencarreports.com/news/1081565_how-many-tesla-model-s-electric-cars-were-built-in-2012-how-many-sold • Young, A. (2013). Five ways TeslaMotors could reach 10000 unit sales by 2016. Retrieved from http://www.ibtimes.com/five-ways-tesla-motors-tsla-could-reach-100000-unit-sales-2016-1397869

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