Mrs. Saloni p.

diwan Shubham, Mohit, Tarun

Asst. Professor USM,KUK 106,102,100
About Tesla Motors

 Tesla Motors is an American automotive and energy company based in Palo Alto,
California. The company specializes in electric car manufacturing and, through
its SolarCity subsidiary, solar panel manufacturing.
 Tesla was founded in July 2003, by engineers Martin Eberhard and Marc Tarpenning,
under the name Tesla Motors. The company's name was derived from physicist Nikola
Tesla.
 Elon Musk is the co-founder, CEO, and product architect of Tesla Motors.
 Over the years, the American company has gained recognition in the industry and won
more customers after the production of more luxurious models dubbed Model X and
Model S which are also electric vehicles. In 2015, the company recorded their best
ever performance of the last 12 years of existence managing to sell 125,000 electric car
units. In 2016, the company profile has gone up beating earlier established brands and
made it to the top ten of the highest consumed car brands in the world.
Features of Model 3
1. Build For Safety
Rigid Structure, Impact Protection, and
Low Center of Gravity
 Model 3 is the first sedan to achieve a
NHTSA 5-star safety rating in every category
and subcategory
2. Performance
 Quickest Acceleration :- from 0 to 60
mph in as little as 3.3 seconds.

 155 mph :- improved handling and

aerodynamics design allow for a top
speed of 155 mph.

 AWD :- Dual Motors all wheel drives

instantly controls tractions and torque,
in all weather conditions.
3. All Wheel Drive Motors

 Tesla All-Wheel Drive has two independent Motors. These

two motors digitally control torque to the front and rear
wheels—for far better handling and traction control. Your
car can drive on either motor, so you never need to worry
about getting stuck on the road. If one motor stops
working, you can safely continue to your destination with
the second.
4. Range

 310 mi :- Go anywhere with up to mi of

range on a single charge.

 30 Minutes :- Model 3 Recharge up to 170

mi power in 30 minutes at any supercharger
locations.

 12000+ Superchargers placed along well

traveled routes around the World.
5. Autopilot

Autopilot advanced safety and convenience features are designed to assist you with the
most burdensome parts of driving.
 It has 360 Degree Rear, side and forward-facing cameras provide maximum visibility.
 It has 160 Degree Forward-facing radar helps in providing a long-range view of
distant objects.
 It has 12 Ultrasonic sensors helps In Detects nearby cars, prevents potential collisions
and assists with parking
6. Interior

 The inside of Model 3 is unlike any other car. You can use your
smartphone as a key, and access all driver controls in the central 15-
inch touchscreen. The all-glass roof extends from front to back,
creating a sense of openness from every seat.
Countries

India

Russia

Singap
ore
India

India, a country in South East Asia, is the seventh-largest country by geographical area, the second-
most populous country with over 1.25 billion people, and the most populous democracy in the
world. It is bounded by the Indian Ocean to the south, the Arabian Sea to the southwest, and the
Bay of Bengal to the southeast. It shares land borders with Pakistan to the west; Bhutan, the
People's Republic of China, and Nepal to the northeast; and Bangladesh and Myanmar to the east.
India is divided into 29 states and seven union territories, with New Delhi as the capital. The
official languages of India are Hindi and English, and the currency is the Indian rupee (INR).
Culture of India

Festivals Religion
Culture •Holi
•Diwali
•Hinduism
•Islam
•Dushera •Christianity
• Hindu •Raksha bandhan
•Id
•Buddhism
•Jainism
• Muslim •Muharram
•Lohri
•Sikhism
•Other religions

• Sikh •Mahavir Jayanti

•Christmas
•Buddha Purnima
• Christian
• Others
Demographic of India

 India is the second most populated country in the world with nearly a fifth of
the world's population.
 India’s population is 1.3 Billion (approx.)
 India has more than 50% of its population below the age of 25 and more than 65%
below the age of 35.
 India has majority Population of Hindu’s.

Age Structure

0 - 14 28.60%

15 - 64 63.60%

65 and Over 5.30%

Ethnics Groups of India

 India is unique country with great diversity in ethnicities, religion, language,

culture, cuisine and in every other aspect of the human society.

Indo-Aryan
72%

SOURCE- https://www.worldatlas.com/articles/biggest-ethnic-groups-in-india.html
Languages in India
Buying behavior of Indian consumers

 The youth of today are materialistic and not guilty about it.
 ‘I need it now’ the new anthem
 Impulsive and novelty-seeking
 Determing the right price is a minefield
 Increasing affluence is not all good

https://www.indiatoday.in/education-today/jobs-and-careers/story/8-things-about-
indian-consumers-1083672-2017-11-10
Income & Spending habit of Indians ht
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 India's per capita Income was recorded to be INR 1,13,000. It grew at a rate of 8.6% which was slower than the y.
/c
previous growth patterns. o
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What do Indians spend their money on? ng
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 More than 30% of Indians say they cannot afford vacation/travel. be
ha
 Generation X spends the most money on traveling every year. Almost 25% spends more than ₹1,20,000. vi
ou
 Around half of all Indians spend ₹500 to ₹2,500 on clothes each month. r-
in
 75% of Indians with a household income of ₹15 lakhs or more spend ₹1,500 or more per month on clothes -
in
 46% of full-time workers spend over ₹1,500 per month on clothes, for part-time workers this is 18%. di
a/
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 21% of Indian women spend more than ₹3,000 per year on new footwear compared to 16% of Indian men. ?_
k
 1 in 3 Indians in Central India say they can't afford eating out, as opposed to 1 in 10 in West India. =z
19
 35% of unqualified Indians can't afford to eat out. 10% of Master graduates have the same issues. p1
g
 16% of Indian women state they spend ₹3,000 or more on a date, while only 14% of men spend the same.
 tweet38% of divorced Indians spend over ₹3,000 on a date. Only 10% of single Indians spend this amount.
Tesla Competitors in India

Fully Electric Mahindra Mahindra Tata Tigor

Cars e2oPlus e-Verito. Electric

Toyota
Mahindra e- Tata Tiago
Toyota Prius Camry
KUV 100 Electric
Hybrid

Honda
BMW i8 test Accord
Hybrid
Why Not India

 India has a large group of middle class families they are not be able
to afford Tesla Model 3 because of its worth.
 Upper class people in India will not buy Model 3 because fuel price
will not affect their purchasing power.
 Indian citizens are not Environmental Friendly.
 Indian People attract toward cheap deals.

Singapore
Singapore

 Singapore is a sunny, tropical island in South-east Asia, off the

southern tip of the Malay.
 The city-state is 710 square kilometres and inhabited by five million
people from four major communities; Chinese (majority), Malay,
Indian and Eurasian.
 It got Independent in 9 August 1965.
Culture of Singapore

 Singapore is a country where different races and different culture is commonly

seen.
 Singapore stems from the inherent cultural diversity.
 Singapore community is a mixture of Malay, Chinese, Indian and European.
 Each racial group has its own religion and there colorful festivals of special
significance all year around.
Culture of Singapore

Culture Festivals Religion

• Malay • Deepavali • Buddhism
• Chines • National Day • Islam
• Indian • Hari Raya Haji • Hinduism
• European • Christmas Day • Christianity
Demographic Ethnic Groups of Singapore

 A large percentage of its population are non-residents; of its total population of

5.47 million in 2014, 3.87 million were residents,1.6 million non-residents.
 It is the second-dens state in the world.
 Singapore is a multiracial and multicultural country with ethnic Chinese (76.2% of
the citizen population), Malays (15.0%), and ethnic Indians (7.4%) making up the
majority of the population.
 The Malays are recognized as the indigenous community .Since independence the
demographics of Singapore are broadly organized under the CMIO (Chinese-
Malay-Indian-Other) system of categorization.
Where Singapore People Spend There Money
Sales

 Food & Basic Needs: 13.9%

 Goods & Services: 18.5% 14.40%
18.50%
3.50%
 Housing & Utility: 14.7%
 Clothing & Footwear: 6.7%
9.10%
 Healthcare: 6.4% 13.90%

 Transport: 12.7% 12.70%

 Recreation & Culture: 9.1%
14.70%
 Education: 3.5% 6.40%
6.70%
 Resident Expenditure Abroad: 14.4%
Good & Services F&B Tobacco Housing & Utility
Clothing & Footwear Healthcare Transport
Recreation & Culture Education Resident Expenditure abroad
Singaporeans Buying Behavior

 High standard of living

 Keen buyer of foreign products
 Singaporeans are not only brand conscious, but are also very loyal
 Consumers keep in mind factors such as price, quality and service when making
purchasing decisions.
 Pricing has to be very competitive as bargaining is commonplace.
Competitor in Singapore

Pertrol
Electronic
Vehicle Powered

Mercedes
A-Class
Nissan Toyata
Leaf BMW Camry
i3
Honda
Accord
Competitors Price Comparison.

Nissan Leaf
Price:- 36700$

BMW i3,
Price:- 48300$
Cost of Getting A Car In Singapore

 Registration Fees
 Open Market Value (OMV)
 Excise Duty
 Certificate of Entitlement (COE)
 Additional Registration Fee (ARF)
 Vehicular Emissions Scheme (VES)
 Road Tax
 Number Plate fee
 Sales commission of dealers
Factors that affects car prices in Singapore
Cars Duty Rates
 When importing a vehicle, you have to pay Singapore Customs 7% GST that is calculated based on the
total cost of importing the vehicle. The total cost of importing the vehicle includes the cost of the
vehicle, insurance.
 You can import a brand new car directly from the manufacturer or from a country with higher or
equivalent safety and exhaust emission standards as Singapore. You can also import a used car that is
less than 3 years of age, and also classic or vintage cars.
 When importing the car, you will have to pay an excise duty to Singapore Customs, calculated based on
20% of the Open Market Value (OMV) of the car.
 Example on the calculation of duties payable for cars:
Formula
 Duties payable = customs value x excise duty rate
 Company A imports a motor car that was bought at S$100,000 on FOB (Free on Board) incoterms. The
overseas freight, handling and insurance charges to ship the car to Singapore costs S$1,000.
 Customs value of car = S$101,000
 Duties payable = S$101,000 x 20% = S$20,200
Reasons For Not Selecting Singapore

 Inconvenient to charge cars

 Time VS Money
 Financial Upfront Costs
 Hybrids Taking The Spotlight
Russia
About Russia

 The federation of Russian or Russia is the country which located in the north of
Europe and Asia.
 It is the biggest country in the world with 17.1 million km square.
 Russia is one of the countries which are really rich in natural resources.
 The currency of Russia is Ruble.
 According to the development of the economy, Russia is considered as the
strongest growth amongst the developed countries.

https://en.wikipedia.org/wiki/Russia
Culture of Russia

 Russian values include patriotism, pride, importance of friendship, love for

children and high respect of the elderly.
 In Russia there are certain habits that may confuse people who come from
different cultures, but these habits originate from the country’s history. For
example, it is rare to smile at strangers in Russia, which is due to the Soviet
history, which taught to trust no one. Modest and formal behavior among strangers
is considered as a sign of respect.
 A very dominant behavior is only accepted from a person with a high social
status.
Demographic of Russia

 The Total Population is 146.77 million people as of January 1, 2019.

 At 17.1 million km square Russia is the largest country in the world by area, covering more
than one-eighth of the Earth's inhabited land area.
 GDP For 2019 estimated 1.754 trillion $ and Per Capita Income is 12,191$.
 The Gross Domestic Product per capita in Russia was last recorded at 24765.95 US dollars
in 2017
 GDP per capita PPP in Russia is expected to be 24900.00 USD by the end of this quarter,
according to Trading Economics global macro models and analysts expectations. In the
long-term, the Russia GDP per capita PPP is projected to trend around 25900.00 USD in
2020.

Age Structure

0 -14 Years 17.60%

 Source -https://en.wikipedia.org/wiki/Russia 15 -64 Years 67.80%

65 And Over 14.60%

Ethnics Groups in Russia
Russian 81.00%
Tatar 3.7%
Ukrainian 1.4%
Bashkir 1.1%
Chuvash 1.0%
Armenian 1.2%
Other 11.0% Ethnic Groups in Russia

Russian Tatar Ukrainian Bashkir

Chuvash Chechen Armenian
https://en.wikipedia.org/wiki/Russia
Religion in Russia
According to Survey in 2011

Religious 82%
10% 1%
1%
7%
Orthodox 7%
Muslims 10% 81%

Catholics 1.20%
Buddhists 0.70%
Religious Orthodox Muslims Catholics Buddhists
Language & Literacy Rate in Russia

 Official Language: Russian.

 Other Languages Spoken: More than 150 languages are spoken in the Russian.
Federation and some of them are the official language in a part of the country.
 Business Language(s): English is more and more widespread.
 Literacy Rate: 99.4%.
Export & Import Data of Russia

 Russia is amongst the world's 16 largest exporters and 20 largest importers

of merchandise.
 Russia Imported 237,788 million USD of Goods in 2017 and in 2017
Russia Exported 353,116 million USD of Goods.
 China, Germany, United States of America are top 3 countries from which
Russia imports the maximum quantity of goods & services.
 Russia’s Import of Goods & Services is growing by 17% annually.
 It mainly exports hydrocarbons (more than 50% of total exports),
solid fuels, iron and steel, wheat and meslin, gems and precious
metals and wood, and it mainly imports machinery, pharmaceuticals,
electronic equipment, vehicles and plastics.
Russian Consumer Behavior

 The Russian consumer often purchases products impulsively.

 They are highly Brand and Quality Conscious.
 According to findings from Nielsen, In a survey they demonstrate strong
brand Loyalty.
 They will often know what they will purchase before they enter a shopping
center.
 Nielsen also reports that Russians only purchase products for a short-term
use.

Source - https://en.portal.santandertrade.com/analyse-markets/russia/reaching-the-
consumers
Where do people spend their income in
Russia
 Psychography Segments of Russian Market. Based on
Income Level and Attitude.
1.“Cossacks” Men :-
I.Merchants :- I.Students:-
2.Percentage: Men 10%, Women
II.Percentage: Men 30%, Women 10%. II.Percentage: Men 10%, Women 5%.
45%.
3.Dominant Traits: Ambitious, III.Dominant traits: Passive,Idealistic ,
III.Dominants traits: Reliant, independents, nationalistic, seeks Practical.
Nationalistic, practical, seek value. status. IV.Preferenve: Citroen 2CV car,
IV.Likely Preference: Volkswagan car, 4.Preferences: BMW Cars , Dunhill Marlboro Cigrettes, Local Vodka
Chesterfield cigraettes, Stolichnaya Cigrettes,Reny martin liquor.
liquor

I.Business Executives:-
II.Percentage: Men 20%, Women
10%.
III.Dominant traits: Ambitious, Westen
Oriented, Busy,Concerned with
status.
IV.Preferenve: Mercedes car,
Winston Cigrettes, Jonnie Walker
liquor.
I.“Russians Souls”:-
II.Percentage: Men 25%, Women
30%.
III.Dominant traits: Passive,Follow
others,Fear choices,hopeful.
IV.Preferenve: Lada car, Marlboro
Cigrettes,Smirnoff liquor.
About Russian Car Market

 Russian car market increased by 14% in March 2018 in comparison

with the same period of the previous year, and amounted to 157.279
vehicles, announced by the AEB Automobile Manufacturers
Committee.
 LADA is the most popular brand of the Russian car market in March
2018 with 30.708 units sold. KIA Rio was the best-selling model in
March with 9809 units.
 According to the Russian Federal Customs House data, passenger
car imports to Russia have increased by 49.8% year-on-year to 66,9
thousand units by the end of the first quarter of 2018, with a total
value of $1,67 billion.
% Change in the Sale of Top 10 Car
Brands In Russia in March 2018
 Russian car market has increased by 14% in March 2018.

March
Brand 2018 2017% Change
Lada 30708 25110 22
Kia 19096 14614 31
Hyundai 16705 14219 17
Renault 14047 11273 25
Toyota 8914 9709 -8
VW 8631 6953 24
Skoda 6483 4853 34
Nissan 6402 8068 -21
Mitsubishi 5227 1707 206
Ford 5202 4173 25
Reason to Choose Russia

 Russia is a developing country with rich in history and tradition.

 This country in this new century has lots of opportunities and challenges. It plays
an important role in the social and political of the world.
 Russia is the member of different important organization in the world such as
World health Organization (WHO), United Nation (UN), G8 and G20
Other Reasons
 It is a big country with more than fourteen millions of population
 This country have the policies in economic which are supportive for the national
as well as the international investors
 They update the policies bases on the development of their economic in order to
facile and make Russia’s economy more attractive to investors.
Why Russia

1.Increased in the number of

Electric Cars.

1.Russian charging
infrastructure is expanding.

1.Available technology.
 1.State support
towards electric cars.

1.Low cost of
electricity.
SWOT Analysis
• Fully electric car • High prices vs petrol
market pioneer. cars of comparable
• Stylish modern segments
design. • Narrow target buyers
• Innovative vehicle. segments.
• More functional • Unable to travel long
Saftey Weakne distance
Strengths
ss

oppurtu
Threats
• Growing regulatory nities • Conservative buyer
support for clean behaviors.
energy. • Political &
• High prestige in Economical
Russia. Instability.
• Emerging industry • Risk of Decreasing
with no strict of buying power.
standards.
Political, Social, Economical,
Technological Analysis
Political
One of the major political factor
affacting the industry is environment
protection laws (including Russian
Laws) that is highly appreciated
production of more environment cars.
Social
People are tend to protect the
environment. Tesla Model 3 is
environment friendly car
Economic
Economic factor include economic
growth in the alternative energy
industry and increasing price of fuel
for customers. (In Russia price of
petrol since 2008 increase from 22
Rub/L to 37 Rub in 2015. Therefore
the demand of electric cars is higher
then before.
Technological
Technology advancement,
rapid globalization and internet
impact have a huge effect on
the automotive industry. Tesla
cars creates Tecnologies.
Tesla Market Potential

 Russia saw a 28% year-on-year increase in EV purchases last year.

 Only 82 EVs were sold in 2017, pushing the country’s total to 1,771 registered at
the end of the year.
 Russian Government expect a significant growth in the EVs market, which will
amount to up to 5% of Russia’s automobile fleet by 2025.
Tesla Competitors in Russia – (Classic
Car Market)
 The Russian car market is close to 99% of oil
fueled cars. This situation makes Tesla a
competitor for the brands and models
competing here, looking for the same
customers.
 Taking market shares to those competitors is
the main goal of Tesla, since the absence of a
strong and competitive innovative cars market
make the company competing with traditional
oil fueled car.
Competitor – (Electric Car Market)

 2018 Kalashnikov CV – 1.
 The powder-blue model is dubbed the CV-1. Kalashnikov said in a
statement on its website that its boxy design is inspired by a Soviet
hatchback car developed in the 1970s.
 The company's website said the vehicle can travel 217 miles on a
single charge and can reach 100 kilometers per hour (62 miles per
hour) in six seconds.
Comparison Between Model 3 &
Kalashnikov CV – 1
 The Kalashnikov CV-1 is not a modern-looking car instead of its
looks like a 1970s car and boxy design.
 The unique three-box design looks a bit odd in today's automotive
world.
 The CV-1 also claims to have a 200 mile range on a single charge
which incidentally is also less than the Tesla Model 3.
 It can achieve 0-60 mph in 6 seconds while Model 3 takes only 3
seconds.
 It doesn’t have Autopilot and All wheel Drive Features and lack of
other modern features.
Tesla in Nearby Market China

 Tesla doubled its sales in China in 2017, and Tesla’s all-electric cars are commonly seen on
China’s roads.
 Tesla started to enter the Chinese market in 2014 and 2015, but it failed to gain traction early on.
Since 2016, however, its sales in China exceeded $1 billion USD, up threefold from 2015 sales.
 The company recently revealed that their sales in China doubled in 2017, surpassing $2 billion.
 Tesla has been trying to build more charging stations in China to bring more convenience to car
owners.
 Tesla’s three largest fast-charging stations are all located in China.
 Tesla also opened retail outlets and service centers in more than 35 cities in China in 2017.
 In the near future, Tesla will focus on setup a manufacturing plant in China up to the end of 2019
to avoid high import duties. If the Model 3 can be produced domestically, it will very likely gain
even more consumer interest.
Modes of Entry

 As a told you earlier Tesla motors focus on set up a manufacturing plant in china
so we have decided to Import from china.
Target Marketing

 We focus to catch a business opportunity for Model 3 inside the age

section of 20-40 years crosswise over sex and a month to month
acquiring of more than US $3000. The firm reception of innovation
has supported it abilities to maker a model that cut crosswise over
statistic way of life and fluctuating money related muscles.
How We Attract Customers

1. Test Drive Russia :- In order to help raise brand awareness of the Model 3
and to give drivers an opportunity to test the car, we will launch a test drive
campaign entitled “Test Drive Russia”.
 Our main cities where we will launch this campaign Moscow, Saint Petersburg,
Novosibirsk, Yekaterinburg, Nizhny Novgorod.
 Each city we will host the event at a local track, giving the opportunity for drivers
to get the full performance experience from the test drive.
2. First 100 Customer will Get 5 Services Absolutely Free.
Communication Strategy

1. Website and Social Media :- The Tesla Motors website will be the main hub of all
announcements and advertisements. We will announce the new car, promote the
campaigns, and give complete details through our website directly. We will also
use our Social Media platforms to make announcements and promote our events
taking place. All ads would be on the homepage of each website, giving it
maximum exposure to those who enter the site through other channels.
2. Media :- Newspapers will be used to reach a certain demographic area that will
increase site traffic. The Moscow Times, Forbes magazine and Motor Trend
magazine will be used.
Marketing Positioning

 Tesla Motors brands are viewed as modern and classy, environmentally friendly
and fuel efficient. Tesla Model 3 is a stylish and affordable brand that appeals to
the adventurous nature of teens and young parents in Russia while saving the
money meant for fuel. Model 3 is current and has incorporated technology to give
enticing features and can capitalize on the cheap price to beat Ford and Toyota
models.

Positioning Statement
TESLA is the only STYLISH CAR
that can go FROM 0 TO 100 in 3 SECONDS
without A DROP OF OIL
Positioning Statement

 For Drivers who are keen on Innovation Technologies,

Comfort and want to be ahead of the Croud Tesla Model 3
is the only Premium Car that goes from 0 to 100 in 3
second and can reach 260 km/h without any petrol.
 Unlike Mercedes, BMW and Audi, Tesla Symbolizes A
New Era and is Perceived As An Out Of The Box.
Price and placement strategy

 Our car is affordable compared to other luxurious brands. The first

few customers will be given free monthly charging package. The
Model 3 dealers will strategically position themselves in all states.
The dealers should decorate their premises with banners and put up
screens with the features of the car to get the attention of passers-by.