Social Media of Monitoring of Tesla (Part 2)

Hello everybody, welcome back to the world of Tesla, here, you can learn what is Tesla, how does Tesla open the door of China, market analysis, swot analysis and marketing strategy. I hope you guys can understand the Brand of Tesla and learn their successful brand promotion after this blog.
Based on my last blog, I want ask you a question: How does Tesla do marketing?
Don't worry I will review this question in this blog.

Marketing circumstances analysis:
With the improvement of people's awareness of environmental protection, especially in recent years to improve the sensitivity of the PM2.5 index, and the emergence of the national large-scale fog and haze, let the traditional gasoline car sales decline, the social desire for new energy vehicles especially the large-scale use of pure electric vehicles can improve the existing conditions. In Europe and the United States and other developed countries, electric vehicles have quickly and effectively occupied a small market share. But in China, the electric car market is only in its infancy. However, from the relevant policies of various countries, all of them have a supportive attitude towards the development of electric vehicles. And the concept of environmental protection behind the electric car has also become the development of human must have.
Target market and market analysis:
According to the discrepancy of customer demand, and in addition to the limited resources of the whole market Tesla, I will analyze the overall Chinese market. All the following I have analyzed is given to the Chinese market.
User division (income):

User division (age):

Considering the above market segmentation, and considering the basic selling price of Tesla car at eighty thousand US dollars and the characteristics of the vehicle that will soon appear in the Chinese market, I set the target market in China's middle and young group with medium or above income level. This group has a relatively stable and more generous income, and it also has its own brand and value pursuit for the car. 

SWOT analysis: 

As a successful mature business in the North American market, Tesla has the strengths of mature technology, better market operation capabilities and good financial support. The main weaknesses is that China's market is not yet mature, and its brand awareness is low, and its cost and price are relatively high. At the same time, Tesla's main market opportunity is that the emerging Chinese market has a huge demand for new energy vehicles. But it also faces threats such as fierce market competition, policy tilt and so on. 

Strengths:

1. Low cost of electricity, reducing fuel and maintenance costs.

Tesla only makes electric cars. Electricity is a very common renewable energy. Compared with oil, it has a great advantage in both the convenience and the cost. 

2. A wide range of marketing, online customer experience, publicity. 

No company customers will like the Tesla users keep their own electric cars propaganda on the Internet, there are tens of thousands of blogs in the description of his own on the Tesla electric car after feeling on the network, there are tens of thousands of users or potential users and their self dubbed "advertisement", "documentary" and so on, Tesla enjoy the customer as it does advertising. Another amazing ad about Tesla is the Tesla electric car owned by countless government and business celebrities across the country, from Metallica's lead singer James Hetfield to Morgan Freeman, Ben Affleck, Cameron Diaz of Hollywood. 

Weaknesses:

Cost and price threat.

Although Tesla made a considerable scale and results in the United States and other foreign markets, but taking into account the China market than in a "primitive" stage, Tesla to enter the field, will be faced with the construction of the production line, the cost of such a huge investment in service platform.

Opportunity:

1. There is a huge demand in the Chinese market. 

With the rapid development of China, cars are becoming more and more popular in cities. At present, ordinary families often start to need second cars, so Tesla is still profitable in China in the face of huge supply. The awareness of environmental protection is enhanced. 

2. In recent years, environmental problems are attracting more and more attention. As more and more people are influenced by PM2.5, a series of environmental appeals have been launched among Chinese people. At this time, Tesla's choice to enter the Chinese market could be a good response to the environmental boom. 

3. Human resources.

China's huge labor market, pipeline, service and other human security.

Threats:

1. Other new sources of energy, the threat of mixed energy brands. 

2. China's policy support. China has not yet developed the pure electric vehicle market, and the corresponding facilities problems can not be guaranteed. In addition, the state grid may also have some restrictions on the construction of charging stations. Besides, land resources are also a major problem.

Dissemination and publicity(activities):

Tesla positioning in the high-end market, so in terms of communication also should seize the target market of consumer psychology, in terms of advertising with number of good quality principles, and China Southern Airlines, China Eastern Airlines, Air China airline and railway company to carry out cooperation in aircraft and high-speed EMU, put on the plane advertisement. At the same time, use high-end clubs, automobile clubs and other organizational forms to carry out product publicity. 

1. Advertising: in the national print media, TV media and Internet media, print advertisements and video advertisements, and invite public figures with good positive image and high popularity as spokesmen. The advertisement is creative and highlights the brand concept of environmental protection, innovation and change, and improves the customer's awareness of the brand.

Blake Griffin:

Robyn Rihanna Fenty:

Jaden Smith:

Steven Spielberg:

Morgan Freeman:

Will.i.am:

2. The exposure rate at international and domestic auto show shows the technical content and innovative idea of the product. 

Motor show map

Motor show in Guangdong

3. machines carry out interactive marketing between customers and products, carry out test driving activities throughout the country, and get customer feedback. 

4. make full use of the new media, into micro-blog, WeChat, and so on, to expand the scope and dissemination of advertising. At the same time, we can also cooperate with the big V of micro-blog to carry out the word of mouth marketing.

Tesla in Weibo 

Tesla in Wechet 

Social Mention:

     

Strength is the likelihood that your brand is being discussed in social media.

Sentiment is the ratio of mentions that are generally positive to those that are generally negative.
Passion is a measure of the likelihood that individuals talking about your brand will do so repeatedly.
Reach is a measure of the range of influence.

Google Trends:

Tesla

people reachTesla anytime

China is not blue means the Chinese search for Tesla is not much

All in all, although Tesla not spend any cost in advertising, but there are still many people willing to everywhere to promote their Tesla Roadster, I love call the phenomenon of customer viscosity, the Tesla become essential to life a thing, every day to the community and the phenomenon of publicity, Tesla company is the best publicity. Tesla knows how to use the wave with customers to become friends and let customers help themselves with free publicity. Tesla successfully emerged and became a large business because Tesla innovates the automotive industry with the power of new energy, and of course, when people are still thinking about the problem of non renewable resources, Tesla has been leading the development of new energy.