Marketing Analysis: Tesla Cybertruck Event - BA1520, Semester 1

This report provides a comprehensive marketing analysis of the Tesla Cybertruck launch event, which took place on November 21, 2019, in Los Angeles. The report begins with an introduction to event marketing and its relevance, focusing on the Cyber truck launch as a case study. It examines the event's key aspects, including the launch itself, the demonstration of the vehicle's sturdiness (which notably failed when the glass shattered), and the presence of Elon Musk. The analysis delves into the event's elements through a SWOT analysis, exploring its strengths, weaknesses, opportunities, and threats. It also applies the STP (Segmentation, Targeting, and Positioning) framework, detailing demographic, psychographic, behavioral, and geographic segmentation, along with the event's target audiences (automobile fanatics and the media) and the positioning strategy. Furthermore, the report explores branding, the 4Ps of marketing (Product, Price, Place, Promotion), and identifies the key players and their roles in the event. The report concludes by discussing the event's potential inclusion in marketing textbooks and course materials, referencing relevant literature.

Running head: TESLA CYBERTRUCK EVENT LAUNCH
TESLA CYBERTRUCK EVENT LAUNCH
Name of the Student
Name of the University
Author Note

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Table of Contents
Introduction......................................................................................................................................2
Relevancy of event to marketing.....................................................................................................3
Reason for reporting........................................................................................................................3
Examination of elements of events..................................................................................................4
SWOT analysis................................................................................................................................4
STP..................................................................................................................................................5
Segmentation...............................................................................................................................5
Targeting......................................................................................................................................7
Position........................................................................................................................................7
Branding..........................................................................................................................................7
4Ps of marketing..............................................................................................................................8
Key players and related roles...........................................................................................................9
Why should the event be included in the text book.........................................................................9
Conclusion.....................................................................................................................................10
References......................................................................................................................................11

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Introduction
The event marketing can be essentially described as an experiential marketing of a brand,
a service or a product with the help of which an enterprise markets its services. The events take
the form of the promotional events. The event marketing involves direct interaction with the
representatives of the brand (Addis, Miniero and Soscia 2018) Hence, this report is primarily
focused on the concept and elements of event marketing. The event which has been chosen for
the analysis is the Tesla Cyber truck event which took place on 21st of November 2019. The
event took place to release the brand`s new car, the Tesla Cyber truck. The event took place in
Los Angeles.
Given below are some of the key aspects as well as the features of the event:
1. The event was held in Los Angeles on the 21st of November 2019.
2. The event was focused on launching the company`s all electric cyber truck
3. The demonstration of the car`s sturdiness was given during the event.
4. However, the truck`s armor glass broke down when the host smashed it to portray the
sturdiness of the product.
5. The event was attending by a large number of journalists and fans.
6. The cyber truck has been designed in a unique manner and with consideration to this, it
becomes rather effective to understand that, there were mixed reactions by the audience
of the event (Cbsnews.com 2019).
7. The launch was carried out by the CEO of Tesla, Elon Musk himself.

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Hence, this report will outline the key aspects of the events by making use of various
marketing theories and understand the application of the same in consideration with the
marketing concepts.
Relevancy of event to marketing
The event marketing is generally considered to be an effective part of the marketing and
with respect to this, it becomes very critical to include the events in the marketing texts. This
event which was carried out by Tesla acts as the key example of how a marketing event is
required to be carried out and provides a sufficient example of the manner in which the
enterprise would be required to engage in the domain of marketing in order to get an idea about
the products (Cbsnews.com 2019). The event marketing takes the form of a promotional activity
which is usually carried out by an enterprise in order to promote its goods and services in the
eyes of the different customers. Just like the mediums of marketing centering on the social
media, television marketing, radio and newspaper marketing, the event marketing is a
comprehensive format whereby the enterprises conduct a face to face interaction with journalists
and fans of the brand in order to create an interactive event (Cbsnews.com 2019).
Reason for reporting
The main reason with consideration to which the event is being conducted is to launch
the Tesla`s new cyber truck. Tesla as a brand has been largely successful in the past and in
consideration with this, it becomes extremely important for the enterprise to see to it that it will
be able to attain success in the long run. The American automotive energy company is based in
California (Cbsnews.com 2019). The company specialized in the electric car manufacturing
through solar panel manufacturing. The Tesla Cyber truck is an all-electric battery powered light

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commercial vehicle developed by Tesla. The enterprise has announced various models and
ranges. As Tesla is a considerably bigger brand, it becomes critically effective to report its
marketing events. In line with this, it becomes critical to note that the event sets a good example
in the marketing domain and examine this event.
Examination of elements of events
The various elements of the Tesla Cyber truck event will be assessed with the help of the
following tools:
SWOT analysis
The SWOT analysis can be described as a marketing tool which can be made use of by
any enterprise in order to understand and examine the various strengths, weaknesses,
opportunities and threats which lie in the external environment and the internal capabilities of the
enterprise. The SWOT analysis of the event has been done as follows:
Strengths Weaknesses
The strengths of the event are as follows:
1. The event was attended by a large
number of journalists and fans
2. It was held in Los Angeles and
attained a lot of
coverage(Cbsnews.com 2019).
3. The cyber truck was launched by Elon
Musk which made the event more
The weaknesses of the event are as follows:
1. The power glass broke during the
launch which then had a negative
impact on the different members.
2. It was screened online which further
affected the vision of

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popular.
4. It helped the firm to gain popularity
during the launch period.
Opportunities Threat
1. The event could be held in different
parts of the country.
2. It could have considered a safety check
before carrying out the event.
1. The enterprise may receive backslash
from various enterprises and
institutions due to its poor performance
at the event (Cbsnews.com 2019).
2. It may receive negative coverage.
STP
The Segmentation, Targeting and Positioning can be taken to be a relevant tool which can
be used by the different enterprises to market its product in the market. With consideration of
this, it becomes very effective for the enterprise to verify and ensure that it is being able to
present the right kind of image in the eyes of the customers. The STP of the enterprise has been
done as follows:
Segmentation
The segmentation forms a relevant part of the enterprise and in consideration of this; it
becomes effectively relevant for the enterprise to see to it that they are being able to segment the
market. Hence, Tesla Cyber truck as an event made use of the following Segmentation aspects:
 Demographic segmentation: The demographic segmentation is carried out by the
different enterprises by dividing a market using various variables such as the age, gender,
family size, occupation, income and other related aspects. The strategy of demographic

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segmentation is the most commonly used strategy (Cnet.com 2019). Hence, the particular
marketing event did not make use of this kind of demographic segmentation.
 Psychographic segmentation: The psychographic segmentation is the segmentation aspect
which tends to segment a market by using various intrinsic traits to target a consumer.
These traits range from values, personalities, interests attitudes, conscious motivators,
lifestyles as well as the opinions of the various individuals (Cnet.com 2019). The
psychographic segmentation was largely made use of by the particular enterprise for the
events (Cbsnews.com 2019). In consideration with this, it becomes effective to
understand the Tesla cyber truck event used the interests of the different customers, their
lifestyle, their personalities and their affiliation to cars to advertise their event.
 Behavioral segmentation: The Behavioral segmentation refers to the breakdown of the
consumer decision making and their overall buying procedure. The attitudes towards the
buying and related attitude towards purchasing are analyzed in this case (Gavinelli,
Morra and Di Gregorio 2016). Many individuals like to conduct trials of the product
before purchasing the product. In consideration of this, it becomes effective to understand
that, enterprise has targeted the customers who make use of the trucks or those
individuals who are largely fascinated towards cyber trucks.
 Geographic segmentation: In this segmentation aspect, the enterprise targets with the help
of the tools such as the differences in interests and values due to the difference in states,
regions, cities and countries. The Geographic segmentation is carried out by the
enterprise and through this segmentation base; the enterprise has targeted all urban areas
that have acute interest in the launch of the different cars and trucks.

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Targeting
Although the enterprise for its Cyber truck event has made use of different segmentation
basis, the target audience of the enterprise can be stated to be as follows:
 The automobile fanatics: The primary target of the enterprise can be stated to be the
automobile fanatics who are largely interested in the launch of the new products and
related services in the market (Hackley and Hackley 2015). In addition to this, they
enjoy attending launches and giving reviews about the launch later on.
 Media: Another target audience of the brand can be stated to be as the media. The
enterprise had carried out the particular event so that the media would have a record of it
and based on that, they would be successfully be able to engage in positive reviews and
advertising about the company (Hackley 2013). In consideration to this, it becomes
effective to understand that the media as an outlet can be useful in carrying out the event
as they help in disseminating information and reviews easily.
Position
The positioning can be described as the marketing initiative which is undertaken by the
enterprise in order to position itself in a positive light in the market. The positioning of the Tesla
Cyber truck was to create a positive image in the eyes of the customers and display the sturdiness
of the truck which they had launched in the market (Li and Duan 2018). However, as the glass
broke, this positioning did not turn out to be appropriate.
Branding
The branding can be referred to as another motive of the different activities which are
essentially carried out in the domain of event marketing. Through the branding as a motive the

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enterprise, the event was targeted towards building a positive image in the eyes of the different
customers. In consideration of this, it becomes essentially effective to understand that, the event
was designed in a manner such that the enterprise will be able to portray its product in the best
manner (Npr.org 2019). However, in reality, Tesla was unable to do so and the brand image of
the enterprise has dropped considerably. It was believed that the stunt carried out by Musk added
to the negative branding of the enterprise (Cnbc.com 2019).
4Ps of marketing
The 4Ps of marketing also acts as a relevant tool for marketing by the enterprise in the
form of the event marketing (Nufer 2016). In consideration of this, it becomes essentially
important to understand that, they are being able to effectively carryout these different facets of
marketing which would then assist them to perform well in the long run. The 4Ps of marketing
for the Tesla Cyber truck can be stated to be as follows:
1. Product: The product is the main offering which is being marketed. In consideration of
this, the product which is being marketed can be considered to be the Tesla Cyber Truck.
The brand is aiming to the market the truck in the eyes of the target audience. This
comprises of the different product aspects (Techcrunch.com 2019).
2. Price: The pricing strategy followed by the enterprise is the $49,900. This means that, the
product is being marketed and presented in a manner such that the firm will be able to
reflect its various qualities and display the usefulness of the truck.
3. Place: At present, the truck will be available only in America. The product will not be
available currently but only in 2022.

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4. Promotion: As the product is at its initial stage, in the future, it is expected that the
company will carryout other promotional events in the future.
Key players and related roles
The key players in the event launch could be stated to be the event managers, the quality
supervisors, audience managers and the host of the event (Theverge.com 2019). These players
had the sole responsibility to ensure that the event could be carried out successfully and the
different aspects of the event were successful.
The event managers carried out their role well as the event was carried out successfully
and the audience was well settled (Cbsnews.com 2019). In addition to this, the only key players
who were not able to perform well can be considered to be the members like the host and the
quality supervisors. The truck`s unique selling point was its sturdiness which could not be
highlighted as the power shield broke down. The host and the quality supervisors should have
been careful.
Why should the event be included in the text book
The event and its example should be stated in the text book because, these days whereby
the event marketing has become considerably crucial, the concept of a standard event launch
should be given (Yu et al. 2015). Additionally, the case of the Tesla Cyber truck was used and is
crucial because it is an acute example of how an event can turn out to bring negative marketing
for the firm. As the glass broke, the main motive of the event was affected and by studying this
students will be able to become better at learning about marketing.

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Conclusion
Therefore this report followed a systematic format whereby, the concept of the event
marketing was critically examined. The Tesla Cyber truck event held on the 21st of November
was taken as an example and the report analyzed the event by making use of various marketing
concepts. It was assessed that event marketing is an integral tool of marketing and needs to be
studied to understand the integrities of it.

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References
Addis, M., Miniero, G. and Soscia, I., 2018. Facing contradictory emotions in event marketing:
leveraging on surprise. Journal of Consumer Marketing, 35(2), pp.183-193.
Cbsnews.com 2019. Tesla Cyber truck event [online]. Available at:
https://www.cbsnews.com/news/tesla-cybertruck-glass-break-elon-musk-pickup-truck/
(Retrieved on: 15 Jan. 2020).
Cnbc.com 2019. Tesla Cyber truck event [online]. Available at:
https://www.cnbc.com/2019/11/21/tesla-cybertruck-unveiled.html (Retrieved on: 15 Jan. 2020).
Cnet.com 2019. Tesla Cyber truck event [online]. Available at:
https://www.cnet.com/roadshow/news/tesla-cybertruck-electric-pickup-truck-livestream-elon-
musk/ (Retrieved on: 15 Jan. 2020).
Cnet.com 2019. Tesla Cyber truck event [online]. Available at:
https://www.cnet.com/roadshow/news/top-5-jaw-dropping-moments-from-teslas-cybertruck-
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governance: the case of Monza and Brianza province. Qualitative Market Research: An
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Hackley, C., 2013. Marketing in context: Setting the scene. Springer.

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Li, X. and Duan, B., 2018. Organizational microblogging for event marketing: a new approach to
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