Tanja Kuehni, Elisa Lokmagozian, Andrew Mirto, Erik Sharp

Opportunity of an electric truck Marketing objectives Value proposition Product position Competition Marketing mix Financial plan Review & conclusion Questions

1New, innovative product 1Green solution for truck market 2Growing market for electric vehicles 2Demand for better solutions (mention survey results) 3 (shortly explain graph)

(Kuehni, Lokmagozian, Mirto, & Sharp, survey, October, 2013)

3Create customer value by responding to customer needs: (Better MPG rate Luxurious interior More room) → refer back to graph 4Financial objectives: Sell 2,700 units in first year, 5,000 in second, 15,000 in third Break even by the end of the second quarter of the second year

Male Average Annual Household Income of $135,000 Outdoor-Oriented Perceived upper-middle class

More-for-more position High level of consumer value Base price of $75,000

Luxury vehicles Mercedes, BMW, etc. High performance pickup trucks Dodge, Ford Raptor, etc. Electric vehicles Nissan Leaf, Chevy Volt, Porche Panamera E-hybrid

1Basic Price: $75,000 1Personal selling (at Tesla’s stores/galleries) in the U.S. market 2Advertising and Public Relations

The value and demand of an electric truck 2700 vehicles in the first year break-even at 26 Outdoor oriented males with $135,000 Value proposition and More-for-More Competition $75,000 with personal selling and Advertising/PR