Marketing Plan

MARKETING PLAN THE MARVELS MEXICO PARTNERSHIP

PROPOSED BY : Vanessa Valle

Executive Summary Campaign Goals Market Research Competitor Analysis

Smart Objective 1 Smart Objective 2 Marketing Budget

Execution Calendar Analytics Conclusion

Customer Persona Strategy Overview KPIs

3 4 6 7

TABLE OF CONTENTS

8 9

10 12 17

18 18 19

Industry Overview

This marketing plan is outlined for Tesla Inc. in a strategic partnership with Marvel Studios’ production “The Marvels,” tailored specifically for the Mexican market. This innovative collaboration aims to leverage the power of Tesla’s groundbreaking electric vehicle technology and Marvel Studios’ iconic storytelling to create a unique and compelling brand experience that resonates with Mexican consumers.

Summary Executive

Introduction

Established in 2003, Tesla Inc. is a manufacturing firm that specializes in the production of electric vehicles, solar panel production, and lithium-ion battery energy storage. With a core mission of accelerating the world’s transition to sustainable energy, Tesla contributes significantly to the reduction of greenhouse gas emissions and air pollution. Tesla Motors is well known for its innovative electric vehicle lineup, including the Model S, Model 3, Model X, and Model Y. Tesla’s ongoing commitment to innovation includes the continual expansion of their product offerings, aiming to make electric vehicles more accessible to a broader range of consumers.

Tesla is encountering the challenge of increased competition as numerous renowned traditional automakers enter the electric vehicle market. To address the challenges posed by growing competition and the perception of higher pricing compared to a traditional automobile, Tesla has expanded its manufacturing operations to Mexico. As mentioned by NACLA, “Tesla’s new factory in Mexico appears to be part of a strategy to reduce the price of their vehicles.”

Project History

3

Tesla has been extending its range of offerings, including the introduction of the Model Y in 2020 and the reintroduction of a low-cost Model Y in October 2023. Additionally, they have consistently enhanced their Autopilot and Full Self-Driving software capabilities through regular updates. As of 2023, Tesla’s stock has seen a year-to-date increase of 51%. Tesla anticipates concluding the year with total revenues amounting to $103.06 billion, making a year-over-year growth of 26.5%.

Goals Campaign

Value Propostion

A collaboration between Tesla and Marvel Studios to feature their electric vehicles in a promotional campaign for the upcoming film “The Marvels” being released in Mexico would be an excellent match. Tesla is renowned for its innovative technology and design. The electric vehicles produced by Tesla draw comparisons to spacecrafts due to their large touchscreen interface, their sleek design, and their falcon-wing doors. This resonance with Tesla’s vehicles aligns seamlessly with the themes of space and technology prevalent in “The Marvels.” The objective of this partnership is to facilitate Tesla’s successful entry into the new international market, Mexico, and to boost its sales within the country. Simultaneously, it seeks to position Tesla as the foremost leader in Mexico’s electric vehicle market. By accomplishing this objective, Tesla will solidify its presence and dominance in Mexico and become the brand of choice for Mexican consumers seeking innovative, sustainable, and high-performance electric vehicles, contributing to a more environmentally conscious transportation future.

Moreover, this collaboration will also work to generate a synergistic impact that extends beyond the realm of the automotive industry. By combining Tesla’s innovative electric vehicles with “The Marvels” movie, it will also significantly boost ticket sales and generate a heightened level of anticipation and excitement among moviegoers. This collective effort will not only augment the film’s impact on the audience but will also create a unique and memorable experience for consumers. 4

Tesla’s value proposition extends far beyond the boundaries of electric vehicles. They are a global force, pushing the frontiers of sustainable transportation and energy solutions. As they expand their presence globally, they are not just entering new markets; they are driving change. As competition intensifies, Tesla remains the benchmark for electric vehicle innovations, consistently delivering high- performance vehicles that redefine the automotive industry. Tesla’s commitment to making sustainable transportation accessible is showcased by offering a range of models that fit diverse budgets and needs. As for perceptions related to pricing, Tesla is committed to demonstrating that owning a Tesla is an investment in the future. Tesla is not just selling cars; they are catalyzing a revolution—one that is global, competitive, and will reshape the perception of pricing and electric vehicles for generations to come.

Objectives & KPIs

Despite the fact that commercial planning and filming will occur six months before the movie’s release, the advertising campaign itself will run for a duration of eight weeks. The campaign’s commencement is scheduled for October 27, 2023, and is set to conclude on January 5, 2024. Throughout its duration, metrics will be regularly assessed and analyzed at specified intervals to make timely adjustments based on real-time data.

Time Frame

The primary SMART objective of this campaign is to achieve a 50% increase in Tesla’s electric vehicle sales within the Mexican market. This will be realized by boosting the sales conversion rate by 50% and concurrently raising lead generation by 35% over the ten-week duration of the advertising campaign.

The secondary SMART objective is to establish Tesla as the top choice among its competitors. This goal will be achieved by enhancing Tesla’s brand perception and elevating the brand conversion rate by 10% during the ten-week campaign period.

5

Performance Goals With this collaboration, Tesla’s primary objective is to leverage the immense reach and engagement of Marvel’s fan base to significantly enhance brand recognition and visibility. This is expected to result in a heightened level of interest and demand for Tesla’s electric vehicles, positioning them as the preferred choice among consumers in a competitive market landscape. For Marvel Studios, this collaboration offers a unique opportunity to align with Tesla’s futuristic and sustainable ethos, which resonates with the evolving expectations of environmentally conscious audiences. Beyond this, this collaboration is anticipated to have a positive impact on ticket sales for the movie, benefiting both the film’s success and Marvel’s reputation. This synergy between entertainment and sustainability reinforces the notion that conscious consumer choices, even in the realm of entertainment, can contribute to a more environmentally responsible world.

Research Market

6

WEAKNESSES:

STRENGTHS:

THREATS:

OPPORTUNITIES:

Although Tesla offers a wide range of vehicles, their pricing is still positioned in the premium segment for most Mexican consumers Tesla’s supercharger network may still be underdeveloped in some regions of Mexico

Tesla leads the way in electric vehicle technology, continuously pushing the limits in battery range, performance, and self- driving capability Tesla‘s commitment to sustainability Tesla offers a fast charging infrastructure for Tesla owners

Tesla faces increasing competition from other well-established automotive manufactures Economic fluctuations can impact the affordability and demand for Tesla vehicles in Mexico Mexico is a market where brand loyalty is strong, so convincing consumers to switch to Tesla can be challenging

Tesla expanded its manufacturing facility to Mexico, reducing the transportation costs and import tariffs Mexico is a growing electric vehicle market with increasing awareness of environmental concerns and air quality issues Educating Mexican consumers on the benefits of EV, including cost savings, can foster a receptive market

Landscape Industry

9 car manufacturers producing EVs in

Mexico

5,306 electric vehicles sold

in Mexico from Jan 2023 - June 2023

< 1.5% shares EVs

constituted in Mexico compared to the total

sales of light vehicles in 2022

$104.71 M approximate

valuation of EVs in Mexico in 2022

STATISTA maximizemarketresearch.commexicobusiness.news

Analysis Competitor

Below is a sampling of competing automotive manufactures who also provide electric vehicles.

Tesla

7

In Mexico, there are nine automobile manufacturers that are presently engaged in the production of electric vehicles. However, from the beginning of the year until June 2023, only a total of 5,306 electric vehicles have been sold. Similarly, in 2022, electric vehicles accounted for less than 1.5% of the market share in Mexico when compared to the sales of all other light vehicles.

Number of EV Models

Price (MX)

Battery Range

Customer Satisfaction

4

$881,900 - $1,779,900

269-405

2

$572,900 - $943,900

150-304

10

$1,330,000 - $3,825,000

230-392

Nissan BMW

4.53 4.233.6

Carlos has a master’s degree in business administration. He started his own company at the age of 32. Carlos is constantly in business meetings, but in his free time enjoys watching movies or going to dinner with family and friends. Carlos has had his current vehicle for the past six years and has been looking into purchasing a new one. Carlos is tired of spending so much money on gasoline throughout the year, so he has been exploring electric vehicle options.

Carlos 47, Male

Status: Single Income: $145,000

Entrepreneur Born in Mexico City

Keywords: Electric vehicles in Mexico, Electric vehicle benefits, Luxury electric vehicles in Mexico

Channels:

Competition in the electric vehicle market is prepared to intensify in the years ahead. To maintain its position as the preferred manufacturer over competitors, Tesla must persist in delivering innovative technology, expanding to global markets like established competitors, and ensuring high levels of customer satisfaction.

Personas Customer

8

Karla has a bachelor’s degree in real estate. She is employed by a real estate development company specializing in commercial construction projects. Karla takes pleasure in quality time with her spouse and kids and also advocating for a more environmentally sustainable city. Her commitment to sustainability has led her to explore the idea of purchasing an electric vehicle to reduce her carbon footprint.

Karla 32, Female

Status: Married Kids: 3

Income: $220,000 Real Estate Developer

Born in Monterrey

Keywords: Sustainable vehicles in Mexico, Eco-friendly vehicles Mexico, Green energy vehicles

Channels:

Overview Strategy

Tesla, along with other automotive manufacturers, is actively striving to establish a strong presence in the evolving Mexican electric vehicle market, which is becoming increasingly accessible and appealing to consumers. To enhance sales in the Mexican market and establish itself as the top choice among competitors, Tesla should partner with Marvel Studios for their forthcoming film “The Marvels.” This collaboration would effectively amplify brand recognition and visibility among Mexican Consumers.

9

Creating a commercial that begins with The Marvels in space, embarking on their spaceship journey towards a mesmerizing black hole while miraculously transforming into the iconic Tesla logo, leading into an active Mexican cityscape. This advertisement will celebrate a realm where groundbreaking innovation intersects with imagination. As the narrative unfolds, the camera gracefully zooms in on a Tesla, gliding seamlessly through the vibrant city streets. Along the journey, it will showcase the remarkable technological features that define Tesla, including its self-driving capabilities and the graceful opening of its Falcon-Wing doors. The commercial will highlight the unique opportunity to immerse oneself in the Marvel Universe, all from the comfort of your Tesla. It will focus on Tesla’s expansive widescreen, where owners can indulge in the thrill of “The Marvels.” This partnership will not only help Tesla expand into the Mexican market but also increase excitement and ticket sales for the film “The Marvels”.

10

Specifics Strategy

The primary objective of the campaign is to significantly increase the sales of Tesla’s electric vehicles in the Mexican market. To achieve this, the first key performance indicator focuses on the number of viewers who make a purchase directly influenced by The Marvels commercial. A unique link will be established dedicated to the campaign to track this metric, aiming for a 20% increase in purchases over the course of ten weeks of the campaign. The second KPI will center on the viewers who request financing quotes through a dedicated landing page from The Marvels campaign. Tesla will closely monitor the number of viewers obtaining financing quotes and, subsequently, those who receive approvals. The target is to boost financing quotes by 30% within the same ten-week timeframe. By diligently tracking these KPIs, we aim to drive a substantial increase in Tesla’s electric vehicle sales in Mexico while enhancing the overall customer experience.

SMART Objective 1

11

Another vital objective is to boost lead generation by a significant 35% within the ten weeks of the campaign. To measure this progress, two key performance indicators (KPIs) have been identified. Tesla will track website visits through an exclusive URL allocated for The Marvels campaign. This will allow Tesla to monitor the number of viewers from the commercial who access our website, with the aim of increasing website visits by 60%. Additionally, focusing on how many viewers scheduled a test drive, which will be tracked through a dedicated landing page for The Marvels campaign. This will help Tesla monitor the number of viewers who take the initiative to schedule a demonstration drive, and the goal is to achieve a 20% increase in demo drives over the same ten-week period. By actively pursuing these objectives and diligently tracking these KPIs, Tesla aims to not only generate more leads but also provide potential customers with the opportunity to experience Tesla’s electric vehicles firsthand, ultimately driving greater interest and engagement.

A core objective of our campaign is to position Tesla as the preferred choice among its competitors. To gauge our success, we have established two key performance indicators (KPIs). Firstly, we will conduct a competitive analysis to evaluate Tesla's market standing against key competitors. A favorable shift indicates that customers are opting for Tesla over alternatives due to the influence of The Marvels campaign. Our goal is to increase Tesla's market standing by a notable 3% in favorability within the market over the 10 weeks of the campaign. Secondly, we will calculate Tesla's customer preference rate by assessing the percentage of viewers who express a preference for Tesla over competitors after engaging with the Marvels campaign. Our target is to increase the customer preference rate by a substantial 8% during the same 10-week period.

In addition to elevating brand perception, we aim to increase Tesla's brand conversion rate by 10% within the ten weeks of the campaign. For this, we've identified two key performance indicators. Firstly, we will assess how many viewers from the Marvels campaign who purchased a Tesla chose to exchange their non- Tesla vehicle as part of the transaction. Our goal is to boost non-Tesla trade-ins by 5%. Secondly, we will measure brand loyalty by determining how many new Tesla consumers, influenced by The Marvels campaign, became loyal customers through repeat purchases, referrals, or trade-ins for a new Tesla model. Our target is to cultivate brand loyalty, achieving a 30% increase within the same 10-week timeframe. These objectives and KPIs align with our strategy to not only position Tesla as the preferred choice but also foster lasting brand loyalty and conversion.

12

SMART Objective 2

Calendar KPI Execution

13

Brand Awareness Timeline - Goal #1

Calendar KPI Execution

14

Brand Awareness Timeline - Goal #1

Calendar KPI Execution

15

Brand Awareness Timeline - Goal #2

Calendar KPI Execution

16

Brand Awareness Timeline - Goal #2

Media Placement $900,000

Commercial Production $500,000

Social Media Ads $500,000

Promotional Activites $300,000

Budget Marketing

$2,200,000 Campaign Spend

17

Sales Revenue: $81.5 billion in 2022 Fixed Costs: $533 million/per month Variable Costs: $3.1 billion/per month Contribution Margin: 54.3% Breakeven: 39 vehicles valued at $63,390 to breakeven campaign spend

The allocated budget for this campaign has been determined through a careful analysis, taking into account industry benchmarks and established standards. This approach allows us to make informed and strategic decisions regarding the campaign’s financial requirements, ensuring that our investment is both competitive and effective.

Calendar Execution

18

APR MAY JUN OCT NOV DEC JAN

PR O

D U

C TI

O N

M ED

IA PL

A C

EM EN

T

KPI

PLANNING

EDITING

PR O

M O

- TI

O N

A L

SO C

IA L

RUN ADS ON SOCIAL MEDIA

ANALYZE RESULTS

MOVIE RELEASE

PROMOTIONAL EVENTS

COMMERCIAL RUNNING

FILMING

KPI KPI

PLANNING CREATE ADS

Analytics To evaluate the effectiveness of the Tesla x The Marvels campaign, it is essential to keep track of and assess certain critical performance indicators.

Metrics Purchases from Viewers

During the campaign, it is important to track how many viewers from the commercial made a purchase of a Tesla electric vehicle. -campaign should be monitored weekly -tracking the number of purchases will allow Tesla to track its ROI

19

Financing Quotes from Viewers During the campaign, it is important to track how many viewers from the commercial obtained a financing quote on a vehicle and how many got approved. -campaign should be monitored weekly -tracking the number of purchases will allow Tesla to see if there has been an increase in interest due to the commercial

Website Visits With the use of a unique URL dedicated to the Tesla x The Marvels campaign, Tesla can ascertain the number of website visits generated by the ad -campaign should be monitored weekly -This will help gain valuable insights and facilitate necessary adjustments

Trade Ins Tracking the number of non-Tesla trade-ins as a result from the campaign is important to determine brand superiority among competitors. This provides valuable insights into customer preferences and market dynamics.

Conclusion

The metrics for this campaign will be monitored and evaluated through Google Analytics, specifically focusing on tracking conversions from the commercial to our website and subsequent purchase transactions. Additionally, the data pertaining to non-Tesla trade-ins will be diligently recorded and managed using Excel for comprehensive analysis and insights.

A successful campaign for the Tesla x The Marvels collaboration would be one that resonates deeply with the Mexican audience, leaving a lasting impact and fostering a sense of excitement and connection. To achieve this, our plan is to create a fun and exciting commercial while also implementing social media advertisements and promotional events. We envision a campaign that seamlessly integrates the sleek and innovative vehicles of Tesla with the thrilling narratives of the Marvel Universe. Our goal is to drive awareness and conversion, with a measurable increase in Tesla’s sales and non-Tesla trade-ins. By continuously monitoring the campaign’s performance and making data-driven adjustments, we will ensure that we stay on track to meet our objectives. We believe that this campaign has the potential to be a groundbreaking collaboration, and we are excited to bring it to life.