Download - Tesla Motors Presentation
PROJECT
DATE 15TH SEPT 2009 ALSET CONSULTANCY
TESLA MOTORSPERFORMANCE WITH A CLEAN CONSCIENCE
1Monday, September 14, 2009
Overview of Car Market
2003 2004 2005 2006 2007 2008
Size 405,328 419,470 440,583 474,717 517,041 552,846
Growth - 3.49% 5.03% 7.75% 8.92% 6.92%
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Overview of Car Market
0
120000
240000
360000
480000
600000
2003 2004 2005 2006 2007 2008
405,328 419,470440,583
474,717517,041
552,846
Number of cars in the Singaporean car market
3Monday, September 14, 2009
Overview of Car MarketMajor players:
➡ Toyota
➡ Honda
➡ Nissan
➡ Hyundai
➡ Mitsubishi
4Monday, September 14, 2009
Green Car Market3 types of ‘green’ cars in the market:
➡ Toyota Prius
➡ Honda Civic Hybrid
➡ Lexus RX400
5Monday, September 14, 2009
History
Named after Serbian electrical engineer
Established in 2003 after many years of R&D
Headquartered in Silicon Valley (San Carlos, CA)
Launched the Tesla Roadster in 2008
Sells to North America and Europe
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Roadster
‣ First ever all-electric 2-seater sports car
‣ Runs up to 393km per charge
‣ 500 units delivered in June 2009
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Roadster
‣ 0-97km/h in 3.7s‣ Top speed of
201km/h‣ Cost of powering
vehicle estimated at US$0.02 per mile
8Monday, September 14, 2009
Comparison of Technology
Driven by electric motor(s)
Does not use a petrol tank/exhaust system
Uses lithium ion rechargeable battery packs to drive the engine
4-8 hours for a full charge
ELECTRIC
9Monday, September 14, 2009
Comparison of Technology
Driven by electric motor(s)
Does not use a petrol tank/exhaust system
Uses lithium ion rechargeable battery packs to drive the engine
4-8 hours for a full charge
ELECTRIC HYBRID
9Monday, September 14, 2009
Comparison of Technology
Driven by electric motor(s)
Does not use a petrol tank/exhaust system
Uses lithium ion rechargeable battery packs to drive the engine
4-8 hours for a full charge
ELECTRIC HYBRID
Dual engines - electric and conventional oil engine
Electric power kicks in at low speeds/cruising
Does not require charging
Power split device - improves efficiency of oil engine
9Monday, September 14, 2009
SegmentationSegments
Price Sensitivity Purpose of Usage
Importance of Aesthetics
Importance of Functions
MPV owners>2,000 cc
Low/Moderate
Family transportDaily use
Low/ModerateChild safety
Entertainment
Sedan owners1,000-2,400 cc
HighDaily use
Family transportModerate
Child safetyDriving aids
SUV owners>2,000 cc
LowDaily useLeisure
High4WD
Suspension
Luxury Sedans owners> 2,400 cc
LowBusinessLeisure
HighOnboard computer
Driving aids
Luxury Sports owners> 3,000 cc
Low Leisure High Engine performance
Green Car owners
Moderate/High
Going ‘green’ Moderate Moderate
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Segmentation
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SegmentationAge
Household Income (monthly) Personality/Behaviour
The ‘Care Bears’ 30-60 $5,000-$7,000Family-oriented, typical parents who ferry children, regular family outings,
large family size
The ‘Super Dogs’ >18 $3,000-$5,000 Budget-conscious, older empty-nesters, young singles/couples
The ‘Wild Hogs’ 30-45 $4,000-$6,000 Sporty, rugged, adventurous, highly competitive, thrill-seekers
The ‘Elite Eagles’ >35 $8,000-$10,000Status-conscious, middle aged,
higher social standing, stable careers, brand-conscious
The ‘Auto Horses’ 35-55 $20,000-$30,000Professionals, high-profile
individuals, status-conscious, flamboyant, self-indulgent
The ‘Green Dolphins’
>25 $4,000-$6,000 Environmentally-friendly, tech-savvy, trend-setters
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Targeting
• Which market strategy are we adopting?
• Which market segment are we targeting?
13Monday, September 14, 2009
Targeting
NICHE MARKET
• Which market strategy are we adopting?
• Which market segment are we targeting?
13Monday, September 14, 2009
Targeting
NICHE MARKET
LUXURY SPORTS (AUTO HORSES)
• Which market strategy are we adopting?
• Which market segment are we targeting?
13Monday, September 14, 2009
TargetingAge
Household Income (monthly) Personality/Behaviour
The ‘Care Bears’ 30-60 $5,000-$7,000
Family-oriented, typical parents who ferry children, regular family
outings, large family size
The ‘Super Dogs’
>18 $3,000-$5,000 Budget-conscious, older empty-nesters, young singles/couples
The ‘Wild Hogs’
30-45 $4,000-$6,000 Sporty, rugged, adventurous, highly competitive, thrill-seekers
The ‘Elite Eagles’
>35 $8,000-$10,000Status-conscious, middle aged,
higher social standing, stable careers, brand-conscious
The ‘Auto Horses’ 35-55 $20,000-$30,000
Professionals, high-profile individuals, status-conscious,
flamboyant, self-indulgent
The ‘Green Dolphins’
>25 $4,000-$6,000 Environmentally-friendly, tech-savvy, trend-setters
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TargetingAge
Household Income (monthly) Personality/Behaviour
The ‘Care Bears’ 30-60 $5,000-$7,000
Family-oriented, typical parents who ferry children, regular family
outings, large family size
The ‘Super Dogs’
>18 $3,000-$5,000 Budget-conscious, older empty-nesters, young singles/couples
The ‘Wild Hogs’
30-45 $4,000-$6,000 Sporty, rugged, adventurous, highly competitive, thrill-seekers
The ‘Elite Eagles’
>35 $8,000-$10,000Status-conscious, middle aged,
higher social standing, stable careers, brand-conscious
The ‘Auto Horses’ 35-55 $20,000-$30,000
Professionals, high-profile individuals, status-conscious,
flamboyant, self-indulgent
The ‘Green Dolphins’
>25 $4,000-$6,000 Environmentally-friendly, tech-savvy, trend-setters
14Monday, September 14, 2009
Targeting
Justification:
High prices are favoured among the richest car owners in Singapore
First movers advantage in market with his unprecedented green technology
Positive growth of Singapore car market for the past three years
15Monday, September 14, 2009
Targeting
AUTO HORSES
GREEN DOLPHINS
(A)
(B)
(C)
16Monday, September 14, 2009
Targeting
!
AUTO HORSES
GREEN DOLPHINS
(A)
(B)
(C)
16Monday, September 14, 2009
Targeting
!!
AUTO HORSES
GREEN DOLPHINS
(A)
(B)
(C)
16Monday, September 14, 2009
Targeting
!!
TESLA ROADSTER
AUTO HORSES
GREEN DOLPHINS
(A)
(B)
(C)
16Monday, September 14, 2009
Targeting
!!
TESLA ROADSTER TESLA MODEL S
AUTO HORSES
GREEN DOLPHINS
(A)
(B)
(C)
16Monday, September 14, 2009
Positioning
❖ Perception by target segment:
★ Roadster should be positioned to portray novelty
★ Make use of exclusiveness to instill pride (being a trend-setter) by standing out of the crowd
★ Guilt-free drive/environmentally-friendly lifestyle
★ Ownership elevates social status
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Positioning
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Positioning
❖ Marketing Mix
18Monday, September 14, 2009
Positioning
❖ Marketing Mix
★ Price
18Monday, September 14, 2009
Positioning
❖ Marketing Mix
★ Price
• Premium price - approximately S$480,000
18Monday, September 14, 2009
Positioning
❖ Marketing Mix
★ Price
• Premium price - approximately S$480,000
• Attract the attention of the ‘Auto Horses’
18Monday, September 14, 2009
Positioning
❖ Marketing Mix
★ Price
• Premium price - approximately S$480,000
• Attract the attention of the ‘Auto Horses’
★ Product
18Monday, September 14, 2009
Positioning
❖ Marketing Mix
★ Price
• Premium price - approximately S$480,000
• Attract the attention of the ‘Auto Horses’
★ Product
• Emphasis on performance (comparable acceleration/top speed to a Ferrari)
18Monday, September 14, 2009
Positioning
❖ Marketing Mix
★ Price
• Premium price - approximately S$480,000
• Attract the attention of the ‘Auto Horses’
★ Product
• Emphasis on performance (comparable acceleration/top speed to a Ferrari)
• Breakthrough zero-emission electric propulsion system
18Monday, September 14, 2009
Positioning
19Monday, September 14, 2009
Positioning❖ Marketing Mix
19Monday, September 14, 2009
Positioning❖ Marketing Mix
★ Place
19Monday, September 14, 2009
Positioning❖ Marketing Mix
★ Place
• Strategic location of showroom (D9, D10)
19Monday, September 14, 2009
Positioning❖ Marketing Mix
★ Place
• Strategic location of showroom (D9, D10)
• Proximity to residences of the ‘Auto Horses’
19Monday, September 14, 2009
Positioning❖ Marketing Mix
★ Place
• Strategic location of showroom (D9, D10)
• Proximity to residences of the ‘Auto Horses’
• Exclusive distributorship
19Monday, September 14, 2009
Positioning❖ Marketing Mix
★ Place
• Strategic location of showroom (D9, D10)
• Proximity to residences of the ‘Auto Horses’
• Exclusive distributorship
★ Promotion
19Monday, September 14, 2009
Positioning❖ Marketing Mix
★ Place
• Strategic location of showroom (D9, D10)
• Proximity to residences of the ‘Auto Horses’
• Exclusive distributorship
★ Promotion
• Exclusive by-invitation-only pre-launch (focused on the ‘Auto Horses’)
19Monday, September 14, 2009
Positioning❖ Marketing Mix
★ Place
• Strategic location of showroom (D9, D10)
• Proximity to residences of the ‘Auto Horses’
• Exclusive distributorship
★ Promotion
• Exclusive by-invitation-only pre-launch (focused on the ‘Auto Horses’)
• High-key advertising campaign with focus on new, unrivaled technology
19Monday, September 14, 2009
TESLA ROADSTER20Monday, September 14, 2009
ELECTRIFY YOUR DRIVETESLA ROADSTER
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AND REMEMBER.....
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THANK YOUPRESENTED BY:ALSET CONSULTANCY- SARAH TAN- JENN LIM- CHIN HUI SHAN- DON SHUN- ALOYSIUS ANG
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