Tesla Motors Presentation

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<p>PROJECT</p> <p>TESLA MOTORS15TH SEPT 2009</p> <p>PERFORMANCE WITH A CLEAN CONSCIENCEDATE</p> <p>ALSET CONSULTANCY1</p> <p>Monday, September 14, 2009</p> <p>Overview of Car Market2003 2004 2005 2006 2007 2008</p> <p>Size</p> <p>405,328</p> <p>419,470</p> <p>440,583</p> <p>474,717</p> <p>517,041</p> <p>552,846</p> <p>Growth</p> <p>-</p> <p>3.49%</p> <p>5.03%</p> <p>7.75%</p> <p>8.92%</p> <p>6.92%</p> <p>Monday, September 14, 2009</p> <p>2</p> <p>Overview of Car Market600000 480000405,328 360000 419,470 440,583 517,041 474,717 552,846</p> <p>240000 120000 0 2003</p> <p>2004</p> <p>2005</p> <p>2006</p> <p>2007</p> <p>2008</p> <p>Number of cars in the Singaporean car market</p> <p>Monday, September 14, 2009</p> <p>3</p> <p>Overview of Car MarketMajor players: </p> <p>Toyota Honda Nissan Hyundai Mitsubishi</p> <p>Monday, September 14, 2009</p> <p>4</p> <p>Green Car Market3 types of green cars in the market: </p> <p>Toyota Prius Honda Civic Hybrid Lexus RX400</p> <p>Monday, September 14, 2009</p> <p>5</p> <p>HistoryNamed after Serbian electrical engineer Established in 2003 after many years of R&amp;D Headquartered in Silicon Valley (San Carlos, CA) Launched the Tesla Roadster in 2008 Sells to North America and Europe</p> <p>Monday, September 14, 2009</p> <p>6</p> <p>RoadsterFirst ever all-electric 2-seater sports car Runs up to 393km per charge 500 units delivered in June 2009</p> <p>Monday, September 14, 2009</p> <p>7</p> <p>Roadster0-97km/h in 3.7s Top speed of 201km/h Cost of powering vehicle estimated at US$0.02 per mile</p> <p>Monday, September 14, 2009</p> <p>8</p> <p>Comparison of TechnologyELECTRICDriven 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</p> <p>Monday, September 14, 2009</p> <p>9</p> <p>Comparison of TechnologyELECTRICDriven 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</p> <p>HYBRID</p> <p>Monday, September 14, 2009</p> <p>9</p> <p>Comparison of TechnologyELECTRICDriven 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</p> <p>HYBRIDDual engines - electric and conventional oil engine Electric power kicks in at low speeds/cruising Does not require charging Power split device - improves efciency of oil engine</p> <p>Monday, September 14, 2009</p> <p>9</p> <p>SegmentationSegments MPV owners&gt;2,000 cc</p> <p>Price Sensitivity Low/ Moderate High Low</p> <p>Importance of Purpose of Usage Aesthetics Family transport Daily use Daily use Family transport Daily use Leisure Business Leisure Leisure Going green Low/Moderate Moderate High</p> <p>Importance of Functions Child safety Entertainment Child safety Driving aids 4WD Suspension Onboard computer Driving aids Engine performance Moderate</p> <p>Sedan owners1,000-2,400 cc</p> <p>SUV owners&gt;2,000 cc</p> <p>Luxury Sedans owners&gt; 2,400 cc</p> <p>Low</p> <p>High</p> <p>Luxury Sports owners&gt; 3,000 cc</p> <p>Low Moderate/ High</p> <p>High Moderate</p> <p>Green Car owners</p> <p>Monday, September 14, 2009</p> <p>10</p> <p>Segmentation</p> <p>Monday, September 14, 2009</p> <p>11</p> <p>SegmentationAge The Care Bears The Super Dogs The Wild Hogs The Elite Eagles 30-60 &gt;18 30-45 &gt;35 Household Income (monthly) $5,000-$7,000 $3,000-$5,000 $4,000-$6,000 $8,000-$10,000 $20,000-$30,000 $4,000-$6,000 Personality/BehaviourFamily-oriented, typical parents who ferry children, regular family outings, large family size Budget-conscious, older emptynesters, young singles/couples Sporty, rugged, adventurous, highly competitive, thrill-seekers Status-conscious, middle aged, higher social standing, stable careers, brand-conscious Professionals, high-prole individuals, status-conscious, amboyant, self-indulgent Environmentally-friendly, tech-savvy, trend-setters</p> <p>The Auto Horses 35-55 The Green Dolphins &gt;25</p> <p>Monday, September 14, 2009</p> <p>12</p> <p>Targeting Which market strategy are we adopting? Which market segment are we targeting?</p> <p>Monday, September 14, 2009</p> <p>13</p> <p>Targeting Which market strategy are we adopting? Which market segment are we targeting?NICHE MARKET</p> <p>Monday, September 14, 2009</p> <p>13</p> <p>Targeting Which market strategy are we adopting? Which market segment are we targeting?NICHE MARKET LUXURY SPORTS (AUTO HORSES)</p> <p>Monday, September 14, 2009</p> <p>13</p> <p>TargetingAge The Care Bears The Super Dogs The Wild Hogs The Elite Eagles The Auto Horses The Green Dolphins 30-60 &gt;18 30-45 &gt;35 35-55 &gt;25 Household Income (monthly) $5,000-$7,000 $3,000-$5,000 $4,000-$6,000 $8,000-$10,000 $20,000-$30,000 $4,000-$6,000 Personality/BehaviourFamily-oriented, typical parents who ferry children, regular family outings, large family size Budget-conscious, older emptynesters, young singles/couples Sporty, rugged, adventurous, highly competitive, thrill-seekers Status-conscious, middle aged, higher social standing, stable careers, brand-conscious Professionals, high-prole individuals, status-conscious, amboyant, self-indulgent Environmentally-friendly, techsavvy, trend-setters</p> <p>Monday, September 14, 2009</p> <p>14</p> <p>TargetingAge The Care Bears The Super Dogs The Wild Hogs The Elite Eagles The Auto Horses The Green Dolphins 30-60 &gt;18 30-45 &gt;35 35-55 &gt;25 Household Income (monthly) $5,000-$7,000 $3,000-$5,000 $4,000-$6,000 $8,000-$10,000 $20,000-$30,000 $4,000-$6,000 Personality/BehaviourFamily-oriented, typical parents who ferry children, regular family outings, large family size Budget-conscious, older emptynesters, young singles/couples Sporty, rugged, adventurous, highly competitive, thrill-seekers Status-conscious, middle aged, higher social standing, stable careers, brand-conscious Professionals, high-prole individuals, status-conscious, amboyant, self-indulgent Environmentally-friendly, techsavvy, trend-setters</p> <p>Monday, September 14, 2009</p> <p>14</p> <p>TargetingJustication: 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</p> <p>Monday, September 14, 2009</p> <p>15</p> <p>Targeting(A) AUTO HORSES (B) (C) GREEN DOLPHINS</p> <p>Monday, September 14, 2009</p> <p>16</p> <p>Targeting(A) AUTO HORSES (B) (C) GREEN DOLPHINS</p> <p>!</p> <p>Monday, September 14, 2009</p> <p>16</p> <p>Targeting(A) AUTO HORSES (B) (C) GREEN DOLPHINS</p> <p>!</p> <p>!</p> <p>Monday, September 14, 2009</p> <p>16</p> <p>Targeting(A) AUTO HORSES (B) (C) GREEN DOLPHINS</p> <p>!</p> <p>!</p> <p>TESLA ROADSTERMonday, September 14, 2009 16</p> <p>Targeting(A) AUTO HORSES (B) (C) GREEN DOLPHINS</p> <p>!</p> <p>!</p> <p>TESLA ROADSTERMonday, September 14, 2009</p> <p>TESLA MODEL S16</p> <p>Positioning</p> <p>Perception by target segment:</p> <p>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</p> <p>Monday, September 14, 2009</p> <p>17</p> <p>Positioning</p> <p>Monday, September 14, 2009</p> <p>18</p> <p>Positioning</p> <p>Marketing Mix</p> <p>Monday, September 14, 2009</p> <p>18</p> <p>Positioning</p> <p>Marketing Mix</p> <p>Price</p> <p>Monday, September 14, 2009</p> <p>18</p> <p>Positioning</p> <p>Marketing Mix</p> <p>Price</p> <p>Premium price - approximately S$480,000</p> <p>Monday, September 14, 2009</p> <p>18</p> <p>Positioning</p> <p>Marketing Mix</p> <p>Price </p> <p>Premium price - approximately S$480,000 Attract the attention of the Auto Horses</p> <p>Monday, September 14, 2009</p> <p>18</p> <p>Positioning</p> <p>Marketing Mix</p> <p>Price </p> <p>Premium price - approximately S$480,000 Attract the attention of the Auto Horses</p> <p>Product</p> <p>Monday, September 14, 2009</p> <p>18</p> <p>Positioning</p> <p>Marketing Mix</p> <p>Price </p> <p>Premium price - approximately S$480,000 Attract the attention of the Auto Horses Emphasis on performance (comparable acceleration/top speed to a Ferrari)</p> <p>Product</p> <p>Monday, September 14, 2009</p> <p>18</p> <p>Positioning</p> <p>Marketing Mix</p> <p>Price </p> <p>Premium price - approximately S$480,000 Attract the attention of the Auto Horses Emphasis on performance (comparable acceleration/top speed to a Ferrari) Breakthrough zero-emission electric propulsion system</p> <p>Product </p> <p>Monday, September 14, 2009</p> <p>18</p> <p>Positioning</p> <p>Monday, September 14, 2009</p> <p>19</p> <p>Positioning</p> <p>Marketing Mix</p> <p>Monday, September 14, 2009</p> <p>19</p> <p>Positioning</p> <p>Marketing Mix</p> <p>Place</p> <p>Monday, September 14, 2009</p> <p>19</p> <p>Positioning</p> <p>Marketing Mix</p> <p>Place</p> <p>Strategic location of showroom (D9, D10)</p> <p>Monday, September 14, 2009</p> <p>19</p> <p>Positioning</p> <p>Marketing Mix</p> <p>Place </p> <p>Strategic location of showroom (D9, D10) Proximity to residences of the Auto Horses</p> <p>Monday, September 14, 2009</p> <p>19</p> <p>Positioning</p> <p>Marketing Mix</p> <p>Place </p> <p>Strategic location of showroom (D9, D10) Proximity to residences of the Auto Horses Exclusive distributorship</p> <p>Monday, September 14, 2009</p> <p>19</p> <p>Positioning</p> <p>Marketing Mix</p> <p>Place </p> <p>Strategic location of showroom (D9, D10) Proximity to residences of the Auto Horses Exclusive distributorship</p> <p>Promotion</p> <p>Monday, September 14, 2009</p> <p>19</p> <p>Positioning</p> <p>Marketing Mix</p> <p>Place </p> <p>Strategic location of showroom (D9, D10) Proximity to residences of the Auto Horses Exclusive distributorship Exclusive by-invitation-only pre-launch (focused on the Auto Horses)</p> <p>Promotion</p> <p>Monday, September 14, 2009</p> <p>19</p> <p>Positioning</p> <p>Marketing Mix</p> <p>Place </p> <p>Strategic location of showroom (D9, D10) Proximity to residences of the Auto Horses Exclusive distributorship Exclusive by-invitation-only pre-launch (focused on the Auto Horses) High-key advertising campaign with focus on new, unrivaled technology</p> <p>Promotion </p> <p>Monday, September 14, 2009</p> <p>19</p> <p>TESLA ROADSTERMonday, September 14, 2009 20</p> <p>ELECTRIFY YOUR DRIVETESLA ROADSTERMonday, September 14, 2009 20</p> <p>AND REMEMBER.....</p> <p>Monday, September 14, 2009</p> <p>21</p> <p>THANK YOUPRESENTED BY: ALSET CONSULTANCY - SARAH TAN - JENN LIM - CHIN HUI SHAN - DON SHUN - ALOYSIUS ANG</p> <p>Monday, September 14, 2009</p> <p>22</p>