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AJ BurlesonStrategic Message Planner: Tesla Model SAdvertising GoalTo help Tesla Model S increase sales by 25% by the second quarter of the year. Client Key FactsTesla Inc. was founded in 2003 California by a group of engineers that make electric cars. The Tesla Model S was named the quickest, safest, and most capable sport utility vehicle. The Tesla Model S holds 5-star safety ratings across every category from the National Highway Traffic Safety Administration.Elon Musk is the CEO of Tesla, and founded SpaceX, and also Paypal. Tesla has five main products: Model S, Model 3, Model X, Model Y, and the Roadster. Tesla mainly sell their products within the United States but can be purchased online as well. Tesla has sold and delivered over 200,00 vehicles in 2018 and their revenue was $6.8 billion and walked away with a little over $300 million in profit.Product: Key FeaturesWhat is the product?The Tesla Model S is the quickest four-door sedan, going from 0-60 in 2.8 seconds. The Tesla Model S is a luxury full-sized four door sedan.This Tesla model has four different configurations that can be purchased. The Tesla Model S70 which is priced at $70,000, Tesla Model S70D that is priced at $75,000, the S90, which is priced at $88,000, and the P90D that’s priced at $108,000. The Model S relies completely on green energy and gas is not used or needed. The Tesla Model S has the most storage of any car in its class. The Tesla Model S has the Autopilot feature, controls throttle, brakes, steering, and can make lane changes if the driver activates the turn signal. The Tesla Model is basically a computer on wheels and has over-the-air updates just as your phone would or any other electronic. Tesla only has a few states that are allowed to make direct sales in: California, Colorado, Virginia, and New Hampshire. There are many locations that are allowed to have a Tesla location which only serve as showrooms. Tesla’s distribution model is different than the traditional car company (i.e. Ford, GM, and Toyota). They strive to sell directly to customers rather than franchising them to dealers. The only way of obtaining a Tesla that isn’t one of the states allowed to make direct sales would be online but the Tesla can’t be delivered to them. The buyer would have to arrange a third-party shipping company to get their car delivered.What is the Purpose of the Product?The purpose of the Tesla Model S is to accelerate the world’s transition to sustainable energy and to prove that you don’t have to compromise when driving an electric vehicle. The Tesla Model S is to be the safest car on the road that you can drive today. The Tesla Model X holds 5-star safety ratings across every category from the National Highway Traffic Safety Administration, also named the safest vehicle every built. What is the Product Made of?The Model S is made of an aluminum body reinforced with high-strength Boron steel allowing it to be the lightest but still safest vehicle on the road. Every part on a Tesla is made by Tesla, this is unique due to the fact that this car is completely American made.The Tesla Model S is equipped with a 17in tablet with a 1920 x 1200 resolution LCD display. The tablet display is powered by a Nvidia Tegra 3 quad-core processor that runs on Linux, which is custom to Tesla and has applications built on to that. The Tesla Model S comes with flush door handles that retract as you walk up to the car. Who and What Made and Distributed the Product?The Tesla Model S is designed by Elon Musk, who is the co-founder, CEO, and product architect for Tesla Motors. Tesla Motors is an automaker based in Silicon Valley, California. Target Audience: Demographics and PsychographicsThe target audience for this ad are males and females anywhere from the ages of 20 to 45 in the upper middle class, breaking down between three categories: eco-friendly, tech savvy, and entry-level luxury car buyers. They shy away from gasoline vehicles because they are looking for an economically-friendly luxury sedan that doesn’t have to compromise anything being an electric vehicle. After buying this vehicle customers feel special, wealthy, and empowered because they bought a Tesla Model S. Tesla Motors aren’t known for their affordability, but largely known for their luxury style and great car features. After buying a Tesla, it makes the owner feel better, like a self-esteem boost because only special people are able to buy this car. The one of a kind features really make you feel like you hold some sort of power. Product BenefitsThe Model S gives the sleek and stylish feel while also being a four-door full-sized sedan, the performance and handling of the car makes it great for an everyday drive. In the Motor Trend test, the Tesla Model S cracked 2.3 seconds in the 0 to 60 test, and in the Ludacris+ driving mode, which accelerates from 0-60mph in 2.275 seconds. The Tesla Model S, like all Tesla models, is fully electric which is great for the environment because they don’t release harmful emissions into the atmosphere. All Tesla Model S vehicles require no oil changes because there is no gas motor in the car because it runs off of electricity by not needing to get oil changes, you can save about $200 per year. They’re no gasoline required for Tesla vehicles, which means you will be able to save almost $2,000 a year in gas. Also, there’s no spark plugs, no tune-ups, no timing belt, and no catalytic converter. All of these advantages help keep the maintenance of the vehicle simple and easy. With the service contract, you get free brake pads, free wheel alignment, and unlimited wiper blades that are all included with the purchase of the car.Home-charging is a huge benefit when it comes to the Tesla it allows you to leave your home every day/morning fully charged. The Tesla gets about 220 miles per full charge and are Supercharger areas in certain areas around the U.S. to be able to charge your car rapidly. Tesla has supercharger areas in urban areas for residents, and people travelling. These Supercharger are placed at convenient downtown areas and shopping centers. Superchargers deliver energy rapidly and begin to slow down as the battery becomes full. This feature is important because if it is at 100% for a period of time it can cause the car to overheat and damage the battery. Your Tesla will send you an alert when it has enough energy to continue the trip. Your Tesla knows your trip because when you map it, it gives exact miles and time until arrival. There are over 1,604 Supercharger stations with 14,000 across North America. DrawbacksSome drawbacks to the Tesla Model S are the huge 17in screen (because it can cause drivers to be distracted from the road), the scroll wheels on the steering wheel because when making a turn. The scroll wheels are a drawback because when making a turn you can easily change the song, blast the volume all the way up or mistakenly make a phone call.Direct Competitors and Brand ImagesThe Tesla Model S has a tight grip on the luxury electric sedan market. Many competitors are mad at themselves because they let Tesla take such a commanding lead in the EV market such as BMW, Audi and others (Electric Vehicle). Competitors are now working to make models that can keep up and eventually surpass the Tesla Model S. The best-known competitor to the Tesla Model S is the BMW i5, BMW plans to launch the new and improved i5 in 2020. This version will have a hybrid as well as an all-electric version and will have maximum range capacity of 250 miles. Another direct competitor of the Model S is the Porsche Mission E. It will be Porsche’s first all-electric four-seat sports car. The Mission E can get from 0 to 60 in 3.5 seconds and recover energy while braking. This means that it converts kinetic energy into a form which can be either used immediately or stored until needed.The Tesla Model S doesn’t have true competitors because most of their competitors are mostly concepts that haven’t yet been released. Even though BMW, Porsche, and Audi have produced a counterpart to the Tesla Model S, they will not be able to compete with the advanced technology and specs of the Tesla. Indirect Competitors and Brand ImagesThe Tesla Model S is known for its luxurious look and features, and has a lot of indirect competitors such as the Infiniti Q50 that has a hybrid version, Cadillac CTS, and the Audi A6. Product Brand ImageTesla’s brand image is wanting to change the world and the environment for the better and shape the view of the world in a positive way when it comes to vehicles. Their marketing strategy is to build its brand image. They use product placement as well to strongly build brand image. Strategic Message: The PromiseThe Tesla Model S is designed to be the most innovative and safest car on the market. This will open the door for the future of economically-friendly luxury vehicles. Supporting Evidence: The ProofThe Tesla Model S is fully electric and eco-friendly. The Tesla Model S will provide you with the safest, most energy efficient Electric Vehicle on the road today. ................
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