Principals and Practices of Marketing

Principles and
Practices of
Marketing

Table of Contents
INTRODUCTION...........................................................................................................................3
Task 1 ..............................................................................................................................................3
Promotional activities......................................................................................................................3
At customer facing touchpoints: ............................................................................................4
In external spaces: .................................................................................................................4
Via digital platforms: .............................................................................................................5
Through third parties: ............................................................................................................6
Task 2 ..............................................................................................................................................7
Marketing theories...........................................................................................................................7
AIDA Model:..........................................................................................................................7
Push and Pull strategy............................................................................................................9
CONCLUSION..............................................................................................................................10
REFERENCE.................................................................................................................................12
INTRODUCTION

Marketing is considered as the buying and selling of commodities to the customers for
making profitability to the organisation. It can be done with the help of promoting product and
services through online and offline platform. TESLA is taken as the base company. TESLA is an
electric vehicle and clean energy which is founded by Elon Musk and its headquartered is in Palo
Alto, California, United States. In this report, it covers the promotional techniques that is used by
an organisation for promoting itself. It also incudes the marketing theories which is implement to
the organisation.
Overview of company
TESLA is an automotive and energy cleaning company which manufactures electric cars,
batter storage products and solar panels for customers. They are currently considered as the best
ranked car manufactures including with the production of battery storage and solar panels.
TESLA sells many full electric cars in which Model S sedan, Model X SUV and Model 3 sedan
are the top best selling cars of them. These cars are running with the help of lithium-ion batteries
which are rechargeable. They have also introduced their autopilot self- driving cars which are
popular among the people and due this feature of self driving technology, it eventually increases
their sales. More than half of the sales is generated by their automotive segment. TESLA is
providing their services worldwide in which they manufactures their automotive ins different
locations such as Berlin, New York, Germany and so on where as their storage products are
manufactured at Gigafactory Nevada. They have delivered more than 4,99,550 cars to their
customers and produced 5,09,737 cars in year 2020.
Task 1
Promotional activities
Promotion is the main element in marketing where it helps in attracting customers for
buying of the products and services (Ameer, 2019). The market consists of various offers and
discounts which are offered by the organisation. The aim of conducting different promotional
activities helps in increasing the productivity as well as profitability of the organisation. These
activities can be easily visible to the customers as they are often conducted on different platforms
(Stone, 2020). The organisations also provides various discounts and offers to the customers
which helps in gaining more number of prospect which can easily converted to customers. In

context to TESLA, they uses various promotional activities to attract the customers for selling
their products which are mentioned below-
At customer facing touchpoints:
Touchpoints is considered as that place where the sharing of informations and providing
services to the customers takes place. It covers from starting to end journey of the customers.
The touchpoints can be done at places such as stores, offices, reception areas and many more. In
context to TESLA, the touchpoints of their company is their showrooms where the customers
can interact with the organisation in which they exchange informations about the company and
its offering along the interest of buying their commodities.
In external spaces:
It is the type of promotional activity which includes promotion through advertising, billboards.
This promotional activity is conducted in external space where the public can easily recognise
the offering of the organisation. Advertising is considered as the means of communication with
the customers for products and services. These are the paid messages which is communicated to
the people for creating awareness about the organisation and their offerings. These advertisings
are done on televisions, magazines, billboards and many more (Piskoti, 2021). Billboards are the
large boards in which its advertise the offerings of an organisation and they are placed at public
places to create awareness. With the help of billboards, a large number of customers can easily
attracted by it. It context to TESLA, Elon Musk never invests on the advertisements of their
offering and instead the company uses funds for the investing on their technologies which is used
in the vehicles. Events and experience marketing is a strategy used by the company to promote
their products through live events and experiences. This marketing strategy is used by the
company to promote in real time engagement or live promotion events. This marketing strategy
takes place at different online or offline events where CEO is the host of event. In context to
Tesla, company held various events for their customer for launching of their new products.
Word of mouth marketing is a process where consumer share their experiences and reviews
about the company's product and services (Beauchamp, 2019). This marketing is a result of great
experience from company and the use of their product and services and then telling everyone
about the same. This done through various public activities organised by the company. In context
to Tesla, company mainly focuses on word of mouth advertising. The company believes to use
the advertising funds on improving their technologies as well as features of the products.