Brand Positioning Statement and Motto – Tesla

Brand Positioning Statement and Motto – Tesla

1. Target Customers/Users

Who are the target customers for the company/brand? Make sure you tell why you selected each item that you did. (NOTE: DO NOT say “ANY, ALL, EVERYONE” you cannot target everyone, you must be specific)

Tesla targets customers between 45 and 60 years old because they include the largest population interested in using renewable energy to protect the environment. Individuals within this age bracket are also financially stable, and most of them can afford to buy expensive cars such as Tesla. The gender characteristic of Tesla’s target customers is males. This gender is targeted because it incorporates individuals interested in cars who are thrilled to experiment with new car models and have a unique experience that they can share with the users of other cars. Generally, the income bracket of Tesla’s target customers is wealthy individuals. This group is targeted because Tesla cars are expensive to purchase and maintain. The education level of the target customers is highly educated individuals. The company targets this group of individuals because they are aware of how electric cars work and are interested in experimenting to get the experience they have a rough idea about. Tesla targets customers with a wealthy lifestyle. This group of individuals is targeted because they are not afraid to spend money to purchase Tesla cars and can afford to keep the cars in good condition. Tesla also targets individuals who are interested in protecting the environment and advocating for the use of renewable energy. This group of individuals is targeted because they are highly likely to buy Tesla cars to contribute to protecting the environment. The company’s target customer generally values creating a positive contribution to society by participating in the creation of a sustainable environment with no pollution.

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How does the company currently reach its customers/users? Look at the methods and media the company is currently using to reach the customers/users. What methods and media should the company use to currently reach the customers/users identified above?  Why have you decided upon this suggestion?

The company currently reaches its customers through online marketing. They post pictures of their cars and videos of how the car operates on different social media platforms. Using videos and images is currently an effective strategy because it provides customers with all the necessary information required to catch their attention and prompt them to purchase the cars. I would, however, recommend using YouTube and pop-up ads to reach customers. YouTube videos and pop-up ads would be effective because most individuals between 45 and 60 years old may not have social media accounts but are highly likely to use videos and view pop-up ads that interest them.

What would grab the customers/users’ attention? Why do you think this will capture their attention?

One of the things that would grab customers’ attention is the shape of the cars. In the current automotive industry, manufacturers are concentrating on shapes to make their cars unique in the market, which is why Tesla should consider unique shapes to grab the attention of customers. The second thing that would grab customers’ attention is the color of the cars. Tesla should consider introducing a unique color to grab the attention of customers who focus on color when deciding which car they should purchase. Another thing that would grab customers’ attention is the features of the car. Tesla should focus on unique features because customers look out for unique features that are not offered by other car manufacturers.

What do these target customers value from the business and its products? Why do you think they value these items?

One of the things that customers value from the business and its products is the level of creativity applied to ensure that the cars are efficient. This item is valued because it demonstrates the company’s effort to meet its goal of building all-electric cars and the generation of infinitely scalable green energy. The second thing is the efficiency of the cars. Customers value the efficiency of the cars because it offers an alternative environmentally friendly mode o transport.

2. Competitors

Who are the brand’s competitors? Provide at least 3 competitors and tell why you selected each competitor.

Competitor 1:

One of the company’s competitors is Toyota Company. Toyota company is one of the automotive companies that have established a large customer base in all parts of the world. Although the company does not manufacture electric vehicles, it has maintained a legacy of manufacturing different car brands and designs, attracting both wealthy and middle-class customers. Toyota company also uses unique features to make their cars stand out in the highly competitive automotive market.

Competitor 2

The second competitor is Ford Motors. Ford Motors company has always been focusing on manufacturing non-electric cars, but it recently began manufacturing electric cars. It is a leading competitor because its electric cars include SUVs and trucks which are among the most purchased cars.

Competitor 3

The third competitor is Faraday company. Faraday company is a leading competitor because it also focuses on producing luxury electric cars, thus creating stiff competition for Tesla company because the two companies are targeting wealthy individuals.

What product category does the brand fit into? Why have you placed this brand into the product category that you did?

The brand fits into the specialty products category. This category includes products that are unique in the market, implying that customers do not have to compare them with other products or put much thought into deciding among options. I have placed the Tesla brand in the product category because Tesla cars are unique compared to what competitors offer. The brand also manufactures cars with unique features that are not present in other car models, hence making them special.

What frame of reference (frame of mind) will customers use in making a choice to use/purchase this brand/service? What other brands/companies might customers compare this brand to (other than the top three identified above)?

Customers will use the visual-spatial frame of mind in making a choice to purchase the cars manufactured by Tesla company. This frame of mind is relevant because it focuses on perceiving, analyzing, and understanding visual information after looking at the different cars manufactured by Tesla. Customers might also compare Tesla to other brands such as Volkswagen and Nio, which are automotive companies that are also manufacturing electric cars with different features. Customers may compare Tesla cars’ designs and those of cars manufactured by Nio and Volkswagen to gauge quality and value for their money.

3. USP (Unique Selling Proposition) Creation

What is the brand’s uniqueness? What makes the brand stand out from the customers? Why do you think this is a key uniqueness for this business?

The brand’s uniqueness is providing highly efficient cars that run on electricity instead of fuel or diesel. The band stands out with the customers because its cars have already been performing well, and their efficiency and classiness is elaborated in movies. The brand also stands out with the customers by introducing models that portray the wealthy lifestyle preferred by target customers. This is a key uniqueness for this business because it enables the company to catch the attention of customers.

What is the competitive advantage of the brand? What makes the brand stand out above its leading competitors? How is it different from other competing brands? Why do you consider this a competitive advantage?

The brand’s competitive advantage is that it has already acquired a large market share because it was the first company to produce electric cars. The company’s competitive advantage is also being a cost leader, thus dictating the prices set by competitors. The collection of different car models makes the brand stand out above its leading competitors. This is different from other competing brands because they have not yet introduced various models and have not yet established a strong customer base. I consider cost leadership and having a large market share a competitive advantage because the two things make the company he preferred brand because customers are used to their prices, and they already have a large customer base that can provide reviews and attract more customers.

What attributes or benefits does the brand have that dominate competitors? What makes the business’s products stand out above the competing products? Why do you think they dominate?

The main attributes that the brand has that dominate competitors are being a cost leader and having a legacy of manufacturing and selling efficient electric cars. The company’s cars stand out from the competitors because they include different models and are equipped with the highest technology, which enhances their efficiency and offers customers value for their money. The company dominates the market because the CEO has a reputation for inventing cars that are highly efficient. The company CEO also has a reputation for being highly innovative, thus creating a good brand image for the company.

Using your analysis in the three questions above, create a new USP (Unique Selling Proposition for your business. Why have you decided upon this particular USP?

Newly Created Unique Selling Proposition:

We are number one. We work smart

I have decided upon this USP because it outlines the company’s position in the market and an idea of what has enabled the company to get there.

Defense/Justification of USP (Why have you created this):

UPS was created to give customers an idea of the company’s position in the electric cars industry and to create assurance that no company can take over because Tesla works smart. I also created the UPS to demonstrate the company’s business strategy.

4. Positioning Statement & Motto

Develop a new positioning statement and motto for the brand you selected. Below is an example of BMW’s positioning statement and motto. Discuss why you created the items that you did.

• BMW Positioning statement: The brand for discerning customers of sports cars (target customers) who want an exhilarating experience (USP).
• BMW Motto: BMW is the ultimate driving machine.

Newly Created Positioning Statement:

Positioning statement: The brand for enhancing sustainability in society by promoting the use of clean energy in locomotion.

Defense/Justification of Positioning Statement Creation (Why have you created this):

The positioning statement was created because it paints an image of a company that is not only interested in profits but also the welfare of the people. It also depicts a company that is working for a good cause.

Newly Created Motto: Tesla values your tomorrow

Defense/ Justification of Motto Creation (Why have you created this):

The motto has been created because the company concentrates on creating sustainable societies without pollution from vehicle emissions. Creating assurance for a better tomorrow relates to valuing tomorrow based on ensuring that there is a better tomorrow without pollution.

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In this assignment, you will create an original positioning statement and motto for a selected brand.

Note: For this assignment, you are doing your own assessment of the business. Do not go to the business website and copy their analysis. You can look at their items for ideas, but you need to do your own assessment based on what you personally see them doing now and what you think they need to do.

Instructions
Download Assignment 1: Positioning Statement and Motto Template [DOCX] to your computer and Save As using the following identifier: LastName_FirstName_Week4_Assignment 1.
Select one of the following brands:
Tesla
Tesla builds not only all-electric vehicles but also infinitely scalable clean energy generation and storage products. Tesla believes the faster the world stops relying on fossil fuels and moves towards a zero-emission future, the better. Tesla was founded in 2003 by a group of engineers who wanted to prove that people didn’t need to compromise to drive electric – that electric vehicles can be better, quicker, and more fun to drive than gasoline cars. Today, Tesla builds not only all-electric vehicles but also infinitely scalable clean energy generation and storage products. Tesla believes the faster the world stops relying on fossil fuels and moves towards a zero-emission future, the better.

Smoothie King
Smoothie King first introduced the nutritional fresh-blended smoothie in 1973 when founder Steve Kuhnau began experimenting with mixing real fruit, nutrients, and proteins in a blender at home. Soon enough, his concoctions began to have a positive impact on his health, which spawned the creation of the first Smoothie King.
We believe each day is filled with promise and possibility. And our purpose is to help you get the most out of it. That’s why each of our ingredients is chosen carefully, and every one of our blends is crafted masterfully. So you can be your best self, live your best life, and rule the day.

Suave
Suave products offer great quality beauty and grooming solutions for the entire family to help you look good, smell good, and feel good every day. For over 75 years, the brand has provided high-quality, value products that work as well as premium brands. In 2016, Suave introduced new products across its diverse portfolio to bring great quality beauty to everyone.

Nintendo
At Nintendo, we are proud to be working for the leading company in our industry. We are strongly committed to producing and marketing the best products and support services available. We believe it is essential not only to provide products of the highest quality but to treat every customer with attention, consideration, and respect. By listening closely to our customers, we constantly improve our products and services.

Use the information listed, as well as your own research and original analysis, to assess the brand.

At the end of the template, you will present a new or better positioning statement and motto for the selected brand.