Integrated Marketing Communication Report: Tesla's IMC Plan Analysis

This report provides an in-depth analysis of Tesla's integrated marketing communication (IMC) plan. It begins with an introduction highlighting the importance of marketing in building brand image and managing resources, setting the stage for the IMC plan. The report outlines the objectives of the marketing communication plan, which include increasing brand awareness, enhancing sales, and expanding the consumer base. An IMC matrix is presented, detailing Tesla's communication strategies across mass market, segmented customization, and individual segments, utilizing both one-way and two-way communication methods. The report then delves into the specifics of one-way communication, such as advertising, SEO, and print media, and two-way communication through professional events and direct customer interaction. The report also explores how Tesla manages mass communications through digital platforms and social media, emphasizing the importance of quick responses to public comments. The conclusion reinforces the significance of IMC for business promotion and customer loyalty, highlighting the need for a balanced approach to communication strategies.

Marketing and Management

Table of Contents
Introduction................................................................................................................................1
Part 1: Designing and managing IMC........................................................................................1
Objectives...................................................................................................................................1
IMC matrix.................................................................................................................................1
One-way communication.......................................................................................................2
Two-way communication.......................................................................................................2
Part 2: Managing Mass Communications..................................................................................3
Conclusion..................................................................................................................................3
References..................................................................................................................................5

Introduction
Marketing is a critical function of business because it can upgrade and degrade the
brand image as well as resources (Reece, 2010). For this purpose, the management of
integrated marketing communication assists to manage all the aspect (Kitchen and Burgmann,
2010). In this context, the present report is based on the IMC plan for Tesla. Here, the IMC
matrix has been created to provide the right direction to the IMC plan.
Part 1: Designing and managing IMC
Objectives
The objective of the marketing communication plan is as follows.
 To increase brand awareness among the potential luxury buyer
 To enhance the total sales of cars up to 10% in 4 months
 To increase the base of budget consumers in 5 months
IMC matrix
To achieve the above-mentioned objectives, the IMC matrix is used for the brand
promotion which is mentioned below.
Table 1: IMC matrix for Tesla
Type of
communication
Mass Market Segmented
customization
Individual
2way
communication
Promotes the brand
at social media like
Facebook and
Twitter and reply on
public comments
Exhibits the cars in
the professional’s
events and gain the
feedback
Sales personnel take
the feedback from
customers and
potential about the
required changes in
the price
1way
communication
To increase public
awareness for
affordable pricing
through advertising
on television and
social media
Using the print
media as magazines
that promote the
brand among the
premium segment
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According to the above matrix, Tesla should target the mass market, segmented
customization and individual through both one-way and two-way communication. It will
increase brand awareness among the different segment of customers. These are mentioned
below-
One-way communication
The one-way communication is imperative to render the factual information that
persuades in a certain manner (Sevin, 2013). It is a quick and cost-effective comparison to 2-
way communication. Tesla will also promote the brand over the television to increase the
awareness of budget customers. For this purpose, celebrity endorsement will be used to build
a positive perception of the followers. Although, celebrity endorsement is effective in eastern
countries in comparison to western country (Sahay, 2013). For this purpose, the organization
will also focus on increasing SEO (search engine optimization) ranking that will help western
buyers to gain prompt information about the brand. Thus, the mass market will be the target
through SEO and television advertisement.
The targeted segment will also be considered in one-way communication by using the
print media. For this purpose, the article related to the brand will be published in the leading
magazines that increase brand awareness among the targeted customers. In this context, the
print media is significant for one-way communication but it is unable to reach the large mass
of public (Kitchen and Burgmann, 2010). On this note, the focus on the targeted segment in
IMC positively influences the business growth by shaping strategic response for a niche
market. It will be used to communicate with the customers of premium segments. It shows
that one-way communication with targeted customers will promote band awareness in public.
Two-way communication
Besides the mass market, the company will also focus on the targeted segments as
luxury and budget buyers. For this purpose, the new models of car will be advertised in the
professional events and gain the response of consumer of the luxury segment (Mangram,
2012). At these events, the features of the advertised model will be communicated which will
change the perception of the public towards Tesla (Kim and Ko, 2012). Apart from this, the
company also enhance communication with the budget customer by promoting the affordable
model at public places. It will encourage budget buyers to buy the car (Van den Steen, 2014).
On the other hand, the firm will also focus on the individual that increases brand loyalty
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among the potential customers. For this purpose, the salesperson will significantly
communicate with the visitors and increase their awareness for the features of products and
justifiably answer their queries. For this purpose, training will be provided to sales personnel
to enhance their interactive skills (Lekhanya, 2014). Further, the feedback from the existing
customers for the service will be gained that helps to update it accordingly. In this context,
the high satisfaction of consumers is imperative for the extensive growth of the business
(Sevin, 2013). It reveals that the two- way communication is a significant way to gain the
loyalty of customers. Thus, the organization will consider two-way communication during
marketing of the brand in different segments of buyers.
Part 2: Managing Mass Communications
Tesla will also consider one-way communication while making an IMC plan. In this
communication, the firm will target the mass market and target segments. In this context,
advertising on the digital platform will be used for increasing brand awareness. Further, the
advertisement will be displayed on the other social sites that increase the view of the
advertisement. Apart from this, Tesla should target the mass market in two-way
communication to rapidly increase the band popularity. For this purpose, the firm will
advertise the products on social media such as Facebook and Twitter. In this context, the
digital platform is the appropriate way to endorse the brand among the large mass of the
public in minimum time and cost (Lekhanya, 2014). Further, the team will also appoint to
reply on the public comments. However, it will enhance the expenditure of the business but
the consumer touch will also be increased that is crucial for promoting brand awareness
(Kitchen and Burgmann, 2010). Additionally, competent human resources will also be
required to give the appropriate reply on public comments. Further, regular monitoring will
be required to give a response to the public. It is because ineffective reply may adversely
affect the brand image in the potential buyers (Sevin, 2013). Due to this reason, skilled
employees will be hired for communicating with the mass market. Thus, mass
communication will be crucial for promoting the business.
Conclusion
Based on the above report, it has been concluded that the IMC is crucial to promote
the business in a different segment of customers. It further helps in decreasing the cost of
marketing. In this context, both one-way and two-way communication needs to be part of
marketing to gain the loyalty of customers.
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References
Kim, A.J. and Ko, E., 2012. Do social media marketing activities enhance customer equity?
An empirical study of luxury fashion brand. Journal of Business research, 65(10), pp.1480-
1486.
Kitchen, P.J. and Burgmann, I., 2010. Integrated marketing communication. Wiley
international encyclopedia of marketing.
Lekhanya, L.M., 2014. The role of integrated marketing communications in enhancement of
SMEs growth in South Africa.
Mangram, M.E., 2012. The globalization of Tesla Motors: a strategic marketing plan
analysis. Journal of Strategic Marketing, 20(4), pp.289-312.
Reece, M., 2010. Real-time marketing for business growth: how to use social media, measure
marketing, and create a culture of execution. Pearson Education.
Sahay, A., 2013. Role of culture in celebrity endorsement: Brand endorsement by celebrities
in Indian context.
Sevin, E., 2013. Places going viral: Twitter usage patterns in destination marketing and place
branding. Journal of Place Management and development, 6(3), pp.227-239.
Van den Steen, E., 2014. Tesla Motors. Harvard Business School Case, 9-714, 413.
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