Effective Promotion Of Tesla 1
Effective promotion of Tesla
1. Promotion strategy and element
1.1.Sales channel of Tesla Motor
Tesla decided not to build the traditional car dealer network. Tesla operates stores or galleries usually located in shopping malls in 22 U.S. states and
Washington DC. Customers cannot purchase vehicles from the stores; but must order them on the Tesla Motors website instead. The stores act as showrooms that allow people to learn more about Tesla Motors and its vehicles. Tesla designed their process around online information, commerce, and community. Their site is unusually clear, clean, and effective. For people who want to see the car, they are building galleries stores in malls with Tesla experts who can’t sell cars and who aren’t commissioned. When a buyer is ready, they place a refundable deposit online. If they want to drive a car, they can arrange a test drive after they’ve placed a deposit.
1.2.Branding
While much is new about the Tesla Model S and the accompanying sales and marketing model, one thing is not: the dependence on traditional media. Tesla has been a master at driving press coverage, reviews, and awards for its cars.
It’s clear that the company has worked hard to position the brand with the media and to make sure the right messages come through. The company’s #1 message is that they are trying to build the best car ever made and not just the best electric car. This message is frequently repeated by the press.
1.3.Promotion Element
1.3.1. Video touting: Video touting is one of the promotion event that Tesla follow before every product lunch to increase customer awareness
1.3.2. Publicity: Public event like road trip is a part of promotion to promote the brand awareness
1.3.3. Sale promotion: Special price in holiday event, motor show, F1 contest are the sales promotion that Tesla use.
1.3.4. Google advertising: Google ads will target on the target customer who are looking at the electronic car or hybrid car. This will lead customer to visit the Tesla
1. Promotion strategy and element
1.1.Sales channel of Tesla Motor
Tesla decided not to build the traditional car dealer network. Tesla operates stores or galleries usually located in shopping malls in 22 U.S. states and
Washington DC. Customers cannot purchase vehicles from the stores; but must order them on the Tesla Motors website instead. The stores act as showrooms that allow people to learn more about Tesla Motors and its vehicles. Tesla designed their process around online information, commerce, and community. Their site is unusually clear, clean, and effective. For people who want to see the car, they are building galleries stores in malls with Tesla experts who can’t sell cars and who aren’t commissioned. When a buyer is ready, they place a refundable deposit online. If they want to drive a car, they can arrange a test drive after they’ve placed a deposit.
1.2.Branding
While much is new about the Tesla Model S and the accompanying sales and marketing model, one thing is not: the dependence on traditional media. Tesla has been a master at driving press coverage, reviews, and awards for its cars.
It’s clear that the company has worked hard to position the brand with the media and to make sure the right messages come through. The company’s #1 message is that they are trying to build the best car ever made and not just the best electric car. This message is frequently repeated by the press.
1.3.Promotion Element
1.3.1. Video touting: Video touting is one of the promotion event that Tesla follow before every product lunch to increase customer awareness
1.3.2. Publicity: Public event like road trip is a part of promotion to promote the brand awareness
1.3.3. Sale promotion: Special price in holiday event, motor show, F1 contest are the sales promotion that Tesla use.
1.3.4. Google advertising: Google ads will target on the target customer who are looking at the electronic car or hybrid car. This will lead customer to visit the Tesla