Tanja Kuehni, Elisa Lokmagozian,
Andrew Mirto, Erik Sharp
•
•
•
•
•
•
•
•
•
The Product
Marketing Objectives
Value Proposition
Product Position
Competitors
Marketing Mix
Financial Plan
Conclusion
Questions
https://lpo.energy.gov/projects/tesla-motors/

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
•
•
•
•
New, innovative product
Green solution for truck
market
Growing market for electric
vehicles
Demand for better solutions
socialmediatoday.com
If you could change or add any characteristics to your
vehicle, what would it be?
Off road or towing capabilities
9%
Better for the environment
30%
Interior luxury
15%
More room
18%
Better mpg
82%
0%
10%
20%
30%
40%
50%
60%
70%
(Kuehni, Lokmagozian, Mirto, & Sharp, survey, October, 2013)
80%
90%
•
•
•
•
•
•
•
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
•
•
•
•
socialmediatoday.com
Male
Average Annual Household
Income of $135,000
Outdoor-Oriented
Perceived upper-middle
class
•
•
•
More-for-more position
High level of consumer
value
Base price of $75,000
•
•
•
•
•
•
www.breitbart.com
Luxury vehicles
Mercedes, BMW, etc.
High performance pickup
trucks
Dodge, Ford Raptor, etc.
Electric vehicles
Nissan Leaf, Chevy Volt,
Porche Panamera E-hybrid
•
•
•
•
•
•
•
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

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,
http://www.cleanfleetreport.com/electric-cars-ev-pluginhybrids-2011/
from Clean Fleet Report:
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-not127791.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

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-demandfor-its-battery-cells

Ford. (2013). Retrieved 10 16, 2013, from Ford: http://www.ford.com/trucks/f150/?hptid=fv-trkrtn-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

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
carbattery4.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-worriesabout-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-reportafter-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-inhybrid-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-secondbattery-swap-tech-coming-this-year/

Ruiz, R. (2008, May 5). In depth: America's best cities for the outdoors. Forbes, Retrieved from
cx_rr_0512realestate_slide.html


http://www.usatoday.com/story/money/cars/2013/04/24/cheapest-cars- price-MPG-disappointment-nissan-versa-smart/2110083/
Stuff Works: http://auto.howstuffworks.com/fuel-efficiency/vehicles/electric-
http://www.forbes.com/2008/05/12/outdoors-health-cities-forbeslife-

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-100000unit-sales-2016-1397869



