Article: http://cleantechnica.com/2013/08/05/is-tesla-marketing-helping-to-green

Question

Article: http://cleantechnica.com/2013/08/05/is-tesla-marketing-helping-to-green-our-world/

Summary:

Within this article, we can see that many Tesla consumers value the environment, however, there are some consumers that are not completely focused on the environment when buying one of Tesla’s vehicles. The types of consumers range from electronic and technology followers to business enthusiasts to even engineering aficionados. This data and knowledge of Tesla’s target market is extremely essential for Tesla as a company in order to devise a marketing campaign that fits the needs of their customers.

With the high volume of customers and following that comes with the Prius, there are many key issues that the company instills in its environmental customers. These issues include sustainability, protecting the earth including water and air, climate control and the need for electric cars. Now, the article poses the question from Tesla’s standpoint, is their marketing strategy congruent with the electric market as well as being profitable for their target market while competing with major threats like the Toyota Prius?

From the article, we can say that this is quite true based on a few things. First, we can see that Tesla’s marketing campaign is a true “home run”. Not only are sales and stock prices increasing dramatically, but they are also catering to numerous demographics as mentioned earlier. Their product brings in a cleaner, sleeker, good looking electric car to the market as well as establishing green technology, broadening their customer base and enhancing customer views of green culture by making a car look cool doing it. The article states that this car is in essence the “Apple of the car world”.

With Tesla’s high performance technology, their credentials in the profitability margins and their customer base, it's no wonder that their marketing campaign is truly broadening green technology and green marketing as well as advancing them. The car not only has a fresh, cool look to it but also competes extremely well against other competitors that tend to have an ordinary product. Tesla introduced to consumers that you can have clean technology that can still be aesthetically pleasing to the eye as well as sustainable to the environment.

Please answer the following Questions:

1. Do you think that Tesla, as a car manufacturer, is doing a sufficient job at marketing their product as a sustainable and environmentally friendly car?

2. How do you purchase a Tesla vehicle given they don’t have any dealers? Is this difficult for their marketing campaign? Explain.

3. What has Tesla done within their marketing that combates competitors such as the highly appreciated Toyota Prius, the Nissan Leaf, or Chevy Volt?

4. Many consumers feel that when you envision an efficient “green” vehicle you tend to think of a regular model, such as the Prius, which doesn’t stand out from the crowd. However, Tesla incorporates a sleek, sexy style as well as having an efficient, sustainable “green” automobile. Do you think Tesla will be the norm over the next 5-10 years? Explain how they could demonstrate this through marketing or a marketing campaign.

Explanation / Answer

1) Do you think that Tesla as a car manufacturer is doing a sufficient job at marketing their product as a sustainable and environmentally friendly car?

In my opinion, Tesla has created a niche name in the green automobile segment. Somewhere is the case it is given that it has become an apple in the eyes of the car manufacturing segment. This clearly indicates that people are viewing the Tesla car as an inspiration in the auto segment. As far as marketing is concerned, Tesla is doing a fair part in the marketing the product as a clean technology auto product. This is at par with the present marketing trend, and still has a fairer market share.

2) How do you purchase a Tesla vehicle give they don't have any dealers? Is this difficult for their marketing campaign? Explain.

If Tesla does not have dealers, then its customers would buy the car directly from the manufacturer. In that case, will the company takes care of all the queries? I guess it is difficult for the manufacturer to take care of all the trivial issues that customers brings forth.

Purchasing a Tesla vehicle without having dealers is a kind of a difficult task. Why would somebody buy a product which does not have dealers? If a brand does not have dealers, then it brings a suspicion among the consumers on the quality, service and durability of the product.

Marketing for a product which does not have dealers is difficult. But, if the brand invites dealers for its product, then it could be an easier task for the marketing team. Without a dealer, it is quite difficult to campaign a brand because people look for security while buying a product. But with a clean and green technology, it would be a worth while to try and have a marketing campaign focusing on its clean and green auto technology.

3) What has Tesla done within their marketing that combats competitors  such as the highly appreciated Toyota Prius, Nissan Leaf, or Chevy Volt?

Tesla has portrayed a green culture and green ideology in all its strategies. The future is with the green and clean technology and people are looking for that kind of the cars which does not tamper with the environment. Banking on that customer mindset, Tesla has done marketing which is truly a home run. Their products portrayed the clean and sleek models of the cars which satisfies both the customer's desire to own a chic car as well as the car which proves to be the best for the environment too. This way, Tesla gave a cleaner pastures to their marketing campaigns

4) Many consumers feel that when you envision a efficient "green" vehicle you tend to think of a regular model, such as the Prius, which doesn't stand out from the crowd. However, Tesla incorporates a sleek, sexy style as well as having an efficient, sustainable "green" automobile. Do you think Tesla will be a norm over the next 5-10 years?

Yes, Tesla's cars stand out in the crowd due to its sleek and fine models which incorporates an efficient and green technology in it. In my opinion, with the successful Tesla brand in the market, over the next few years it becomes a benchmark to the other brands as well who are planning to foray into these clean technologies.

Consumers drive the markets. If consumers are interested in having a car which is efficient enough with a clean technology, then obviously the demand for that increases. Brands make money either if they give what customers want or either by providing a higher and a much better technology than the existing. Until some one else comes with a more efficient technology than the present one, this becomes a bench mark and others should follow the leader. In case, if they cannot create a much better technology than the existing.

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