Electric Vehicle Marketing Strategies

This assignment delves into the realm of electric vehicle (EV) marketing strategies. It examines various factors influencing consumer adoption of EVs, such as environmental concerns, cost perceptions, and technological advancements. The analysis explores successful marketing campaigns employed by EV manufacturers and highlights key considerations for effective EV promotion. Additionally, the assignment discusses the role of government policies and incentives in shaping the EV market landscape.

Running head: MARKETING MANGEMENT
Marketing management
Name of the Student
Name of the University
Author note

1MARKETING MANAGEMENT
Executive summary
The purpose of this report is to shed light on the fact that how an organization uniquely
designs a sporty SUV car that can run by the power of electricity. The report further stresses
on the innovative style of the organization’s advertising procedure. In this report, it is seen
how an organization can try to build some reputation by starting from a scratch with the help
of innovative ideas and unique marketing strategy.

2MARKETING MANAGEMENT
Table of Contents
Introduction................................................................................................................................3
Marketing Objective:.............................................................................................................4
Financial Objective:...............................................................................................................5
SWOT analysis...........................................................................................................................5
Competitor analysis....................................................................................................................6
Threat of new entrants............................................................................................................6
Bargaining power of the suppliers.........................................................................................6
Bargaining power of the buyers.............................................................................................7
Threat of substitute.................................................................................................................7
Rivalry....................................................................................................................................7
Mission.......................................................................................................................................7
Marketing mix strategy:.............................................................................................................8
Product:..............................................................................................................................8
Price:..................................................................................................................................9
Place:................................................................................................................................10
Promotion:........................................................................................................................10
Implementation plan.................................................................................................................11
Action plan...............................................................................................................................11
Conclusion................................................................................................................................12
References................................................................................................................................13

3MARKETING MANAGEMENT
Introduction
The purpose of this report is to analyze how a sporty SUV car that is powered by only
electricity would be appropriate for this market in today’s world. It is seen that in these days
the vehicles that run by electricity has a good market due to various reasons. It is seen that the
continuous extraction of natural resources of earth will leave humankind with nothing within
a couple of decades and for that, it is very important to commercialize the electrically
powered vehicles in a rapid manner for the benefit of all. In this report, an appropriate
marketing plan for this kind of a car is provided and the advantages and disadvantages of
launching this type of vehicles are mentioned in this report.
As it is seen in today’s market the decreasing natural resources has becoming a
serious issue day by day, man’s tendency to depend on the electrically charged vehicles is
seen as a current trend. It is seen that manufacturing vehicles run by the power of electricity
is a very inexpensive process and it is due to the increase in both gas prices and ecological
awareness, pure electric cars have become increasingly popular throughout the United States.
In today’s market, it is not common to see hybrids and electric cars on the road. With the
Model S, the company is the one of the first companies to market a fully electric luxury sedan
(Tyagi, 2013). According to the U.S. Census Bureau, the per capita income of the average
American citizen has slowly risen in the past four years from $28,374 to $28,829, creating a
seemingly favourable market for luxury items like the Model S. In addition, government
subsidies on electric vehicles have allowed the organization to retain more of their profits as
they continue selling cars. However, in places like Texas, the company has been met with
challenges hindering their sales and performance. New legislation has been able to stop Tesla
from legally selling as well as advertise. Overall, the government subsides, rising

4MARKETING MANAGEMENT
environmental awareness, and increases in income provides this particular organization an
external environment that will have a positive effect on its market (Driscoll et al., 2013).
in spite of the positive external market, this company’s Model S is in unswerving competition
with other luxury sedans from cars such as the Mercedes Benz S Class, the Audi R8, and the
BMW 7 Series. Mercedes was initially founded in 1901, followed by Audi in the year of
1904, and then BMW joined in 1927 (Al-Alawi & Bradley, 2013). In contrast, the company
was founded back in 2003, making it the trainee while Mercedes, Audi and BMW are
veterans of the automobile market. However, as the market is highly specific, the rivalry is
reserved. Due to the depleting petroleum supply and rising prices, the electric car market is
becoming very attractive and expanding very fast. With an increasingly striking alternative
Automobile engineering, the threat of new entrants into the electric car industry is very high.
Established car manufacturers are able to produce high capital investments and avoid the
financial obstacles by creating electric vehicles. For making, car-manufacturing companies
are highly dependent on the accessibility of raw materials; thus, the power of the suppliers is
high. In contrast, the bargaining power of buyers is modest. The organization is responsible
for supplying manufactured cars for companies like Nexa and Toyota, who have strong
bargaining power. However, government incentives will give potential customers tax credit
deductions if they become the owner of an electric vehicle that create a high demand and
keeps the buyer’s bargaining power lower (Erjavec, 2012).
Marketing Objective:
The marketing campaign constitutes of three marketing objectives. These are:
i) Positioning of the model at a specific sedan market
ii) Raising awareness and educating the customers pertaining to the usage of e-
vehicles to ensure sustainability in the usage of cars

5MARKETING MANAGEMENT
iii) The ensure a significant portion of the buyers in the market
Financial Objective:
Following is the financial objective for the discussed marketing plan:
i) Revenue Growth
ii) Ensuring and Extending Profit Margin
iii) Sustainable Business Practices
iv) Creating a solid plinth for return on investment
SWOT analysis
Strength
The car is fuelled by only the power of
electricity, it will be generally accepted to many
people who are aware of the over use of natural
resources.
The best part of this particular car is that though
this is fuelled by electrical energy, there is no lag
seen in the performance of the car, like any other
contemporary electric cars in the market of
automobile market
Weaknesses
There are several issues regarding the
competitive factors. It is a matter of fact that
there are some contemporary organizations with
high brand value in automobile industry and thus
they can pose some serious issues later on. Some
veteran organizations sell advanced automobiles
than other vehicle companies.
Opportunities
It is seen how awareness regarding over usage of
natural resources are rising these days, thus, it
can be said that, this is might be the right time for
the organization to showcase their new
innovative unique ideas to the world and step
Threat
Many business leaders, if notice that this
particular organization is doing good business,
can step forward and try to venture in this market,
and in that case, as a newcomer in the market,
with lesser capital or reputation the organization

6MARKETING MANAGEMENT
forward and become a reputed organization in
automobile industry.
can lag behind. This can become a major threat in
no time and the management of this company has
to consider this threat in every step in future.
Competitor analysis
Threat of new entrants
Looking at the lucrative business it is possible that many business leaders can come
up with uniquely engineered vehicles that can run without natural resources. If any
organization comes up who has the capability to bankroll such a huge project then they can
pose some real threat for the organization (Erjavec, 2012).
Bargaining power of the suppliers
The car manufacturing business is immensely dependent on the supplies they get from
the market. It is possible that looking at their profitability the market suppliers can demand
for better prices and this can possess a moderate threat for the organization (Dill & Rose,
2012).
Bargaining power of the buyers
It is possible that buyers can ask for some reduced price for the vehicles they are
buying, but looking at the popularity of the vehicle, it can be seen that this cannot be a
potential threat for the company.
Threat of substitute
It is possible that some big reputed organizations can try to venture in this new
business and this can be seen as a major threat for the organization (Erjavec, 2012).

7MARKETING MANAGEMENT
Rivalry
It is a matter of fact that in today’s market, the company has many rival high profile
companies in the market who are into car manufacturing business and they are Mercedes,
Hyundai, B.M.W, Ferrari, Honda and many more. Looking at the lucrative business strategy
if these companies steps in, that can be a huge problem for the organization, as they do not
have the brand value that these organizations already have in the market (Cherubini, Iasevoli
& Michelini, 2015).
Mission
The main mission of the management of the organization is to secure the natural
resources of the mother nature for the benefit of all and apart from that they intend to
contribute majorly in lowering the excess carbon particles from the biosphere so that
individuals can at least breathe in peace (Daziano & Chiew, 2012).
Marketing mix strategy:
Marketing mix is the plethora of the basic marketing structure and the strategies
depended on the specific market structure. This has to be taken into certain consideration
pertaining to the fact that this has to be taken into certain consideration. The organization
takes a very appealing and perilous approach to marketing, as it take prides itself regarding
having no promotional campaign (Daziano & Chiew, 2012). According to editor for
Advertising Age, instead, the company depends on a pull advertising policy, choosing to rely
on the media vehicles such as social media, many blog forums, and word of mouth in order to
promote their products. The corporation goes as far as having Musk write in the
organization’s blog on the company’s website to anticipate forthcoming products and

8MARKETING MANAGEMENT
technologies to look forward to (Ou et al., 2017). Marketing mix, according to Jerome
McCarthy, has four different categires. These for categories are segmented as the followings:
i) Product
ii) Price
iii) Place
iv) Promotion
Together they are called the 4-Ps. It is highly significant for the purpose of driving the
marketing strategy into proper execution.
Product:
The product is a tangible one. In this context, the model propelled by Philip Kotler
pertaining to the five product levels has been taken into consideration. According to Kotler,
there are five levels of a product that is approached to the customers. These are approached to
them through product marketing tools.

9MARKETING MANAGEMENT
Figure 1: Five Levels of Product
This specific product is the tangible one. The core benefit of the product is that it
would save the cost of petrol and focus on the sustainability of the environment. The generic
product is the quality of engine, its luxurious looks and trendy model. The expected product
is going to be its strength on the road and the capacity of the engine that would guide it to
become a quality product. The augmented product is the additional facilities that the
customers would receive both as drivers and as the back sit passengers or the riders. The
quality is the cosiness and elixir inside the cars. As a potential product this would focus on its
newer version of heavy engine facility with low chargeable battery (Al-Alawi & Bradley,
2013).
Price:
With premium pricing strategy, the company is going to focus on the overall market
capture. Depending on the targeted customers, the price of the product has been set. The
strategy involves the usage of higher price point. The customers would pay relatively higher
price keeping in account the positive structural criteria of the cars. However, for the
promotional purpose the first line customers would be offered a discount of $2500 at minimal
level. The price range is going to be set at around AUD $ 40,000.
Place:
For the advertisement and marketing, both real and virtual places are going to be
contemplated. For the advertisement of the car launch, places like rugby and football stadium
would be targeted.
Promotion:
The promotional activity for the car is going to be specified with certain innovation.
The promotional activity would be performed through social media and search engine

10MARKETING MANAGEMENT
optimization tools (Al-Alawi & Bradley, 2013). It involves page and group creation in
Facebook and LinkedIn and promotional video presentation in YouTube. In this regard,
integrated marketing process would be strategized. The concern updates its social media
promotions each month to let the target market know those any and all new changes and all
the improvements to look forward to. For this reason, the organization does not errand
promoting in any specific season, but rather promotes whenever there are any new products
that can bring in a greater customer base. The most interesting selling point the company
bases its intention on is presenting a zero emission SUV sports car. There are contemporary
other manufacturers who offer electric fuelled vehicles; but, they carry a negative disgrace of
weakness and under-performance (Tyagi, 2013). They are the pioneer company to create a
high performance car through new and revolutionary electric fuel technology. The best way
to view at this company’s vehicle is through its creative webpage, which allows addressees to
learn about the various aspects and technologies through interactive explanation (Al-Alawi &
Bradley, 2013). The company does not pay for a conventional advertising strategy; they excel
in creating a consumer buzz and producing very eye-catching results with their electric
vehicle products.
Implementation plan
Strategic promotional tools Strategic promotional options
Facebook Creation of business page and timeline sharing
( social media optimization)
YouTube Video streaming and paid advertisements and
I.M.C
Twitter Brand endorsement by celebrities
LinkedIn Business promotion and paid advertisements
Google ads S.E.O

11MARKETING MANAGEMENT
Print media and television Paid advertisements
Action plan
Action Plan Time
Rigorous marketing through social media sites
and other digital media sites
2 to 3 months
Creating sense of brand awareness within the
market
4 to 6 months
Increasing the product awareness 6 to 9 months
Creating sustainable growth plan 12 to 15 months
Focus on getting the highest revenue. 15 months onwards
Conclusion
Thus to conclude, it can be said that manufacturing a SUV car that will run by the
energy of electricity is a groundbreaking innovation and no other contemporary organizations
have made such a vehicle with no engine lag or with so much of power. The car the
organization made is very powerful and very sporty and that throws the initial challenge to
the rival organizations already present in the market, although they are very loosely into the
electric car business. Thus, it can be said that, the organization has a very bright future in
automobile industry and if everything goes right then they can probably become huge brand
in no time.

12MARKETING MANAGEMENT
References
Al-Alawi, B. M., & Bradley, T. H. (2013). Review of hybrid, plug-in hybrid, and electric
vehicle market modeling studies. Renewable and Sustainable Energy Reviews, 21, 190-
203.
Cherubini, S., Iasevoli, G., & Michelini, L. (2015). Product-service systems in the electric car
industry: critical success factors in marketing. Journal of Cleaner Production, 97, 40-49.
Daziano, R. A. (2013). Conditional-logit Bayes estimators for consumer valuation of electric
vehicle driving range. Resource and Energy Economics, 35(3), 429-450.
Daziano, R. A., & Chiew, E. (2012). Electric vehicles rising from the dead: data needs for
forecasting consumer response toward sustainable energy sources in personal
transportation. Energy Policy, 51, 876-894.
Dill, J., & Rose, G. (2012). Electric bikes and transportation policy: Insights from early
adopters. Transportation Research Record: Journal of the Transportation Research
Board, (2314), 1-6.
Driscoll, A., Lyons, S., Mariuzzo, F., & Tol, R. S. (2013). Simulating demand for electric
vehicles using revealed preference data. Energy policy, 62, 686-696.
Dumortier, J., Siddiki, S., Carley, S., Cisney, J., Krause, R. M., Lane, B. W., ... & Graham, J.
D. (2015). Effects of providing total cost of ownership information on consumers’ intent
to purchase a hybrid or plug-in electric vehicle. Transportation Research Part A: Policy
and Practice, 72, 71-86.
Erjavec, J. (2012). Hybrid, electric, and fuel-cell vehicles. Cengage Learning.

13MARKETING MANAGEMENT
Frieske, B., Kloetzke, M., & Mauser, F. (2013, November). Trends in vehicle concept and
key technology development for hybrid and battery electric vehicles. In Electric Vehicle
Symposium and Exhibition (EVS27), 2013 World (pp. 1-12). IEEE.
Hutchinson, T., Burgess, S., & Herrmann, G. (2014). Current hybrid-electric powertrain
architectures: Applying empirical design data to life cycle assessment and whole-life cost
analysis. Applied Energy, 119, 314-329.
Iushkina, D. (2016). Škoda's Marketing Strategy of Penetration the Czech Market with
Electric Cars.
Jamal, Z. B. (2014, October). Cross-cultural impact on marketing strategies: A study on
automobile industry. In International Conference on Business, Law and Corporate Social
Responsibility.
Ou, S., Lin, Z., Wu, Z., Zheng, J., Lyu, R., Przesmitzki, S. V., & He, X. (2017). A Study of
China s Explosive Growth in the Plug-in Electric Vehicle Market (No. ORNL/TM-
2016/750). Oak Ridge National Laboratory (ORNL), Oak Ridge, TN (United States).
National Transportation Research Center (NTRC).
Park, J., Rast, J., MacDoughall, T., Nitti, B., Sinton, D., Geissler, A., & Roseli, K. L. (2014).
Marketing Plan for Tesla Motors’ Model S.
Sierzchula, W., Bakker, S., Maat, K., & Van Wee, B. (2012). The competitive environment
of electric vehicles: An analysis of prototype and production models. Environmental
Innovation and Societal Transitions, 2, 49-65.
Tyagi, H. (2013). Emerging Strategies of Green Marketing in India. Bookman International
Journal of Accounts, Economics & Business Management, 2(2), 45-50.