Fundamental of Marketing Brand Positioning

Question: Discuss about theFundamental of Marketingfor Brand Positioning. Answer: Introduction Tesla motors is one of the most renowned car manufacturers of the world, who design luxury electric cars, which helps in providing its targeted segment with the most accurate product. Branding they product of the company is quite necessary as it would help in getting great amount of profits to be incurred (Tansel 2015). Brand positioning of an organization could be done by analysing the following: Product attributes Tesla cars are famous for their electrically affluent cars, with attractive looks. Benefits offered Tesla cars are manufactured by implementing technological facilities that creates an efficient product. Usage occasions the Tesla cars are luxury goods that are used by those who are willing to buy it. Users people with high level income can afford the luxury Model S car of Tesla, therefore, they are targeted by the organization while framing the segmentation, targeting and positioning strategy. Against competitor- the competitors of Tesla are many. Many luxury brand cars like BMW with their one and only i8, Volkswagen Golf GTE and Mercedes B class Hybrid/Electric model are presenting the market. Product class Tesla Model S has been framed as one of the luxurious cars of the world, which is placed high in terms of technology and cost. The above mentioned attributes of the cars manufactured by Tesla shows that it is a luxury item, who has a unique selling proposition of ability to build fully electrically powered vehicles. The attributes of the cars manufactured could be analysed in the following table : Attributes Rate (Excellent, Good, Moderate, Bad, Neutral) Importance Good Distinctive Excellent Pre-emptive Good Unique Good Superior Good Communicable Excellent Affordable Moderate Profitable Excellent Table : Attributes Of The Products Of Tesla Model S (Source : As Created By Author) From the above table, we get hold of the attributes of the car manufacturer company and how do they place themselves among the others. As a positioning statement for the Tesla Model S, it can be stated that the consumers who are concerned about electrically powered luxury cars, Tesla Model S is the one that offers the unique selling proposition at a price that they are willing to pay (Moons and De Pelsmacker 2014). Figure : Brand Position Map For Tesla (Source : As Created By Author) According to positioning map for Tesla model 5, it can be clearly stated that the products of the company are technically powered and modern in nature (Teodorovic 2015). Thereby, it creates a unique selling proposition among its competitors to the buyers of the product. Conclusion Tesla motors Model S is one of the luxury brands in terms of car manufacturing industry. In this report, various marketing structures of the organization have been analysed, where the 4ps of marketing mix have been considered. Mix Current structure Recommendation Explain how the recommendation is both ethically and socially responsible Price Price of cars are high enough which helps in targeting only those people with high income The high price of the car must be accompanies by a percentage of amount to be send on the environmental practices undertaken by the company. This would help in maintaining the ethical structure of the company (Milosheska 2013). The social responsibility of the company to maintain a better environment, thereby contributing a percentage amount of the product on these practices, would enhance the image of the company. Product One of the basic USP of the organization which provides the customer with fully electrified vehicles the product of the company must ensure the customers to reduce the emission of fumes, that would be an additional attribute for the product. This additional attribute would provide a scope of social responsibility of Tesla towards the environment. Promotion Promotional practices of the company for their products have not been up to the mark. Promotional activities of the organization must be well framed, in order to raise the demand of the products. No such social responsibility is aligned with this aspect. Place The product has been displayed all over the world. Being internationally marketed, this product must provide a scope for its customers to create a part of their price paid as a contribution towards the well being of the environment. This would create an important incentive towards the corporate social responsibility of the organization. By keeping the above mentioned attributes, and the alignment of the organization in maintaining better marketing mix strategies, the corporate social responsibility of Tesla has also been considered. This provides a complete analysis of the targeting, brand positioning, marketing mix strategy and the recommendations adhered to Tesla Model S Reference Tansel, A.K., 2015. Marketing Report on" Tesla Motors". Moons, I. and De Pelsmacker, P., 2014. Developing different types of anticipated experience positioning for electric cars.Journal of Brand Management,21(3), pp.216-235. Teodorovic, M., 2015. IMPACT OF SUSTAINABILITY ON BRAND POSITIONING AND VALUE.Economic and Social Development (Book of Proceedings), 5th Eastern European Economic and Social Development, p.291. Milosheska, D., 2013. Tesla Motors, The Reinvention Of The Luxury Sports Car Industry. InGlobal Luxury Trends(pp. 209-223). Palgrave Macmillan UK.