Imc Plan - Tesla Motors

6543 words 27 pages
MCS 3620: Marketing Communications
IMC Plan Report
Group 7
November 27th, 2014

Table of Contents
Introduction…………………………………………………………………………………Page 3
Situation Analysis…………………………………………………………………………...Page 3 i. Market Analysis ii. Market Environment iii. Consumer Analysis iv. Competitor Analysis
TOWS Analysis……………………………………………………………………………..Page 5
Marketing Objectives………………………………………………………………………..Page 7
Marketing Strategies………………………………………………………………………...Page 8 i. Target Market ii. Positioning iii. Competitive Approach
Target Audience……………………………………………………………………………Page 11
Proposed Budget…………………………………………………………………………...Page 12
Overall Communication Objectives………………………………………………………..Page 13
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The economy is still not at a place where people have large amounts of disposable income. These types of cars over time become great investments however; the initial purchase price is difficult in today’s economy.
Consumer Analysis
The consumer profile of a Tesla Model S owner would be a person who is most likely male with a successful career between the ages of 25-49. This person would be in the income bracket of $100,000 or more on annual income. They would consider themselves as tech-savvy and ahead of trends. They enjoy high quality items that might increase their sense of status and authority. This person will most likely be an urban dweller, living in a highly concentrated city such as Toronto, Montreal, or Vancouver. They would primarily use the vehicle on their commutes to and from work, as well as around their city of residence.
Competitor Analysis
Direct Competitors The Direct Competitors are the competitors in the market that are closely comparable to the Model S or the option that our possible target market prefers. The BMW i3 and the Nissan Leaf are both fully electric vehicles, with zero emissions but that offer consumers a cheaper option. Both of these cars have a single charge length of less than 200 kilometers and costs under $45,000. Even though these cars do not necessarily target the same upper class business professionals that the Model S does, they still cover the target market that is ecologically

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