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TeslaMotors & The Model TRX

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

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

  2. Agenda • Opportunity of an electric truck • Marketing objectives • Value proposition • Product position • Competition • Marketing mix • Financial plan • Review & conclusion • Questions

  3. 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)

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

  5. 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

  6. 4Target Market • Male • Average Annual Household Income of $135,000 • Outdoor-Oriented • Perceived upper-middle class

  7. 1+2Value Proposition

  8. 3Product Position • More-for-more position • High level of consumer value • Base price of $75,000

  9. 4Competition • Luxury vehicles • Mercedes, BMW, etc. • High performance pickup trucks • Dodge, Ford Raptor, etc. • Electric vehicles • Nissan Leaf, Chevy Volt, Porche Panamera E-hybrid

  10. Marketing Mix • 1Basic Price: $75,000 • 1Personal selling (at Tesla’s stores/galleries) in the U.S. market • 2Advertising and Public Relations

  11. Financial Plan

  12. 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

  13. Questions

  14. References

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