Imc Plan - Tesla Motors

MCS 3620: Marketing Communications

IMC Plan Report

Group 7

November 27th, 2014

Kaitlin Lawlesss, Isabella Montaya, Taylor Hiltz and Trevor Paterson

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

Overall Creative Strategy…………………………………………………………………..Page 13

Creative Execution………………………………………………………………………....Page 15

Media Strategies……………………………………………………………………………Page 18

Activity Schedule…………………………………………………………………………..Page 21

Plan Assessment and Evaluation…………………………………………………………...Page 22

Bibliography………………………………………………………………………………..Page 23

Introduction

Tesla was created in 2003 in the Silicon Valley by a group of engineers including current CEO, Elon Musk. They created the first fully electric vehicle and then released the Model S in 2012 which came to market as the first fully electric luxury vehicle. The Model S can drive 426 kilometers on a single charge. Tesla tapped into a market that is still expanding and growing with more and more competitors entering the market every day. Tesla is a young and innovative company with many new ideas and are planning to launch a new vehicle in 2015. Right now because Tesla is such a new company they are only able to produce 22,000 vehicles internationally, which means there is currently a greater demand than there is supply. The IMC plan our company has developed will help solve this problem by creating a marketing...