Analysis Of The Marketing Communication Of The Tesla Corporations Case Study

Introduction of Analysis Of The Marketing Communication Of The Tesla Corporations Case Study

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The present study explores the broad spectrum of one of the most successful automobiles sector of the present time, Tesla. The company has been highly successful in the present context. Apart from being a pioneer in the inception of widely advanced technologies, Tesla in The UK market segment has created immense pressure due to the organized and well-drafted marketing communication campaign. Marketing communication broadly underlines the use of diverse actions and different promotional measures that help the companies to provide wider publicity to the desired consumer base. Tesla has been using diversified marketing communication strategies to target the selected consumer base. The present study is formed by taking into consideration one of the most highly successful public relations campaigns that are used in the organizational domain of Tesla. The use of Elon Musk`s social media accounts especially his Twitter feed forms an integral part of the most important public relations campaign that is an effective marketing communications campaign for the Tesla company. The broad frame of the study encompasses the campaigning goals that are used in the effective public relations campaign, along with channels that are to be used and the effective justification for the same. Message design along with rationale is also effectively drafted in the study. The measurement of success is also analysed inside the broad spectrum of this study. The study also has placed an effective recommendation for the campaigning of Tesla to target more customers for the consumer base.

1. Discussion

1.1 Campaigning goals

The main goal of the campaign for marketing communication is to gather wider public attention. The presented campaign of Tesla is analysed forms the part of the online digital marketing communication. As per the view of Marcu and Radulescu (2021), the Twitter account the CEO (chief executive officer) of Tesla uses is having a follower of millions of people. The increment that the Twitter account of the witness is huge. Almost a million people join and follow the Twitter accounts o the CEO (chief executive officer) of Tesla. According to the view of Ashford et al. (2021), this helps the company to expand its customer base everywhere. This made the potential customers aware of the existence of Tesla and the business that it is targeting. That also makes them aware of the new products and designs that are launched in the company. As opined by Shao et al. (2021), the main goal of this campaigning is to create intense pressure among the existing competitors in the UK market segment along with the global business platform. The use of the campaigning model through the components the geo-targeting helps the company to reach every segment of the world. The known face of the CEO (chief executive officer) of Tesla helps to attract the attention of a larger audience. This is an immensely effective tool used by Tesla corporations.

1.2 Channels to be used and reasons

Tesla is undoubtedly one of the most popular business ventures of the company in the competitive ambience of the UK and across different national frontiers. As per the view of Premec and Guzovski (2021), there is a wide variety of modes that are not yet explored by the company in this present context by the Tesla corporations. The company does not use and follow any kinds of the traditional modes of advertisements in the present context. Tesla tries to add value to the life of every single customer across the geographical space and they try to expand the brand by converting these customers into fans. Hence, to include more customers in the market segment of the company, it should invest more in traditional advertising and marketing. According to the view of Ragas and Culp (2021), Tesla should invest more in marketing. This would help to expand the branches o the business operations of Tesla everywhere. The company carries on its marketing communication mostly of then online media. This helps to target mostly the new generations and other generations who are most technologically oriented. However, apart from these major divisions, other potential customers might be able to afford the product so the company cannot due to the limited exposure to the online mode of the marketing campaign and communications. Hence, by incorporating these channels the company can be immensely benefitted.

Tesla`s advertisement expenditure

(Source: Growfusely.com, 2022)

1.3 Message design and rationale

The main design of the promotional campaign for the marketing communication is extensively used in the Tesla corporations mostly to cater to the need of the presenting context. The main aim is to effectively create value addition for the company. As opined by Jakši? et al. (2021), the message design aims to convert the targeted customer into fans of the company. This helps to significantly reduce the marketing expense as evident from figure 1 stated above. These save a lot of expense and are judicious uses in the organizations. As per the view of Higgins (2021), this creates a lot of positive competitive edge as compared to its competitors. Hence, the effective use of geo-targeting helps the Tesla corporations to reach every customer segment and include the same in the company profile.

1.4 Success measurement

The success of the marketing campaign that is effectively deployed by the Tesla corporations is measured in the terms of growing popularity and craze among the customer segment in the UK and across the globe. As said by Bhattacharjee and Chakraborty (2021), the adequate leverage of the influence through social media of the CEO of the company helps to increase the customer reach. This is directly proportional to the increment that is noticed on the Twitter handle of Elon Musk. As opined by Coe (2021), the Twitter media that are used as an effective PR tool for the company have an increasing trend of follower. This is affecting the growth of the company positively.

 Market share of Tesla

(Source: Insideevs.com, 2022)

2. Recommendations for new marketing communication campaign

The new marketing communication that is to be used will help the company to expand its business venture everywhere and explore more potential markets. This will also help to penetrate deeper into the market segment in the UK and across different other nations. The company does not use and follow any kinds of the traditional modes of advertisements such s advertisements displayed on posters, televisions and other modes. In the present context. Hence, to include more customers in the market segment of the company, it should invest more in traditional advertising and marketing. As per the view of Noor (2022), the Tesla Company also do not focus on targeting the audience by the use of popular celebrities in displaying advertisement and doing the promotions Tesla tries to add value to the life of every single customer across the geographical space and they try to expand the brand by converting these customers into fans. The present strategies of marketing communications help to target mostly the new generations and other generations who are most technologically oriented. However, there are other non-technology users also, who can be a potential customer base for the company. Hence, it will be recommended to incorporate these traditional marketing models into the framework of the company.

3. Conclusions

The above analysed and explained study has emphasised the importance of marketing communication campaigns. The study has explored the operations ambience of one of the highly successful automobile companies in the entire landscape of the UK and across different other national as well. The marketing communication strategies that are effectively deployed by Tesla are critically analysed in the broad spectrum of the study. The marketing communication strategies are those set of strategies that help the company reach more potential customers and integrate them into the company this helps in the expansion of the sales of the company. Marketing communication retes to the use of diverse actions and different promotional measures are extensively used in the Tesla corporations. These strategies help the Tesla company to provide wider publicity to the desired consumer base. The company use different public relations marketing strategies in the current prospect. The study is evaluated on the broad framework of one of those highly successful public relations campaigns. The use of Elon Musk`s social media accounts especially his Twitter feed forms an integral part of the most important public relations campaign that is an effective marketing communication campaign for the Tesla company. The above-stated study has included the desired goals that the company wants to achieve with these public relations campaigns. The channels that are to be used along with their importance are effectively analyzed in the broad heads of this presented study. The message design along with its proper justification is also analyzed in the study. The measurement of success is an immense pivotal aspect for Tesla. This will help to ideate the immense success that is derived from the use of these effective public relations measures. The necessary recommendations are also placed in the study, this will help to provide useful information about the lapses of the public relations campaigns.

References

Journal

Ashford, N.A., Caldart, C.C., Arango-Quiroga, J. and Mongkolsinh, N., 2021. Distracted Driving: Testing the Contours of Law and Public Policy. University of Pennsylvania Journal of Law and Public Affairs, 7(1), p.4.

Bhattacharjee, A. and Chakraborty, S., 2021. The impact of green marketing on electric vehicle adoption: a critical sustainability study in auto industry & model development. BUSINESS RESEARCH AND INNOVATION, p.231.

Coe, P., 2021. An analysis of three distinct approaches to using defamation to protect corporate reputation from Australia, England and Wales, and Canada. Legal Studies, 41(1), pp.111-129.

Higgins, T., 2021. Power Play: Tesla, Elon Musk, and the Bet of the Century. Doubleday.

Jakši?, L., Dabo, K. and Volarevi?, M., 2021. Possibilities of using a" PR stunt" in strategic communication of higher education. Obrazovanje za poduzetništvo-E4E: znanstveno stru?ni ?asopis o obrazovanju za poduzetništvo, 11(1), pp.110-124.

Marcu, L. and Radulescu, S.C., 2021. Marketing Communication On The Launch Of A New Brand Of Electric Car. The Case Of Dacia Spring. Annales Universitatis Apulensis Series Oeconomica, 1(23), pp.1-13.

Noor, T., 2022. Reviewing the Challenging Factors of Survival During COVID 19 Uncertainty. International Journal on Social Science, Economics and Art, 11(4), pp.150-164.

Premec, I.R. and Guzovski, M., 2021. Marketing strategies and their impact on brand strenght-cases of three companies. Zbornik sveu?ilišta Libertas, 6(6), pp.19-27.

Ragas, M.W. and Culp, R., 2021. Business Acumen for Strategic Communicators: A Primer. Emerald Group Publishing.

Shao, X., Wang, Q. and Yang, H., 2021. Business Analysis and Future Development of an Electric Vehicle Company--Tesla.

Website

Growfusely.com (2022) TL;DR: Lessons to Learn from Tesla’s Branding Strategy Available from https://growfusely.com/blog/teslas-marketing-strategy-lessons/ Accessed on 21/4/2022

Kane, 2022 Tesla Increases Its Market Share In Major Markets To New Records Available from https://insideevs.com/news/542220/tesla-market-share-2021q3/ Accessed on 21/4/2022