Tesla: The Car of a New Generation?

TESLA, THE CAR OF A NEW GENERATION? 14
Executive Summary
In so many years, Tesla has established itself as one of the biggest brand in market of Electric
Vehicles and also a leader in technology and innovation. In order to increase its control over the
EV market, Tesla has developed a strategy to create an entry level that is producing luxury
electric vehicles. These vehicles will be able to maintain core value of Tesla and also has the
capability of competing on broader scales. After conducting a lot of research, Tesla has found
that this new strategy will gain market share, earn profits, generate brand loyalty, and create
brand awareness for Tesla through new programs. In the following market plan that is developed
for increasing the market value of Tesla, presents that introduction of new cars, targeting new
audience and specific advertisement methods will improve the sales of Tesla further. According
to the marketing strategy, for the newly developed models Tesla is making target to the age of
young generation customers and for this, company is making partnership with social media stars
that can provide review for the models and suggest new ideas to attract young customers.
Secondly, Tesla introduces three young star celebrities for the brand promotion to attract female
audience. And at last, Tesla has introduced the strategy of modifying the existing models
especially the X and S model to make them more appealing to the customers.

TESLA, THE CAR OF A NEW GENERATION? 14
Table of Contents
Introduction................................................................................................................................... 3
IMC Objectives..............................................................................................................................3
Marketing Analysis........................................................................................................................5
Communication Strategy Plan....................................................................................................... 6
Market Plan and Estimated Budget...............................................................................................8
As Tesla only focus on online sales, site traffic has become a major concern for the company.
For the growth of the company it has become essential to increase the site traffic. As discussed
above, communication strategy for the company will be beneficial and work on these media
sources mainly: Google’s Ad words, social media outlets like twitter, instagram, and company
sponsored events...........................................................................................................................8
Conclusion..................................................................................................................................... 9

TESLA, THE CAR OF A NEW GENERATION? 14
Introduction
IMC Objectives
Before explaining the goals of the marketing strategy developed for Tesla, it is necessary to
understand what are IMC objectives. According to Levinson (2018), IMC is a theory that “corporates
all of a brand’s messaging into one unified tone. IMC takes a company’s various promotions and
ensures that they follow a distinct, unified style, which results in marketing efforts that are consistently
recognizable to customers. IMC has four primary objectives: creating brand awareness, generating
product interest, increasing the desire for products and prompting action in the form of a sale” (p.2).
Thus, companies can focus on different aspects of marketing to venture in a new segment. As we
mentioned before Tesla does not invest in the advertisement because Musk believes there is not
enough product to even fill the current demands. Nonetheless, we think there are a few things that
Tesla can implement to improve its presence in the market.
Thus, in this strategic campaign, we have decided to address one of the most significant issues
faced by the company in the last years by using one of the IMC tools of integrated marketing:
Interactive/ Internet Marketing. The question that we are going to address is whether Tesla should be
considered as a Luxurious brand or an affordable electric car. Since Tesla is a company that develops
electric vehicles and it’s a pioneer in the field we believe it should be considered and advertised as a
luxury brand, but that is still more accessible than high-end brands such as Lamborghini, Rolls Royce,
or Bentley.

TESLA, THE CAR OF A NEW GENERATION? 14
Secondly, we found that Tesla’s demographic oscillates between people from thirty-five years
old to fifty-four years old; likewise, the demographics of the brand tend to be used or picked by a
masculine audience, especially for the model S. Our goal is to involve a different audience with the
brand and expand its visibility on Social Media. The project is focused on creating a culture around the
product that brings younger people and more significant female audience. Why? Because multiple
studies showed that millennials are more likely to base their decisions and loyalties to a brand when
they sympathize with its values or culture; therefore, we want to create a culture of not only promoting
fast cars but that is also amicable to the environment, and that can perform as good as Mercedes and
BMW.
In this vein our first objective is:
 To partner with Social Media stars who review automobiles and who have explained
the deficiencies of the old models. The influencers can evaluate the changes performed
to the vehicles and tell why the cars are worthy of investment. In exchange, the
influencers can create content for the channels with the vehicles and the CEO
Thirdly, the research suggested that many young celebrities who have purchased a Tesla justify their
decision based on the security component offered by the cars. Nevertheless, the automobiles are not
always the safest with the autopilot. Therefore, we found that another important element while
investing in a Tesla is the status of owning something that cannot be accessed easily, and that looks
very stylish. Three influencers who hold these cars and communicate the perks of Tesla are Jeffree
Star, James Charles, and Jake Paul. Partnering with these celebrities will growth Tesla’s young and
female audience. Therefore our second objective is: