MCS 3620: Marketing Communications
IMC Plan Report
Group 7
November 27th, 2014

Table of Contents
Introduction…………………………………………………………………………………Page 3
Situation Analysis…………………………………………………………………………...Page 3 i. Market Analysis ii. Market Environment iii. Consumer Analysis iv. Competitor Analysis
TOWS Analysis……………………………………………………………………………..Page 5
Marketing Objectives………………………………………………………………………..Page 7
Marketing Strategies………………………………………………………………………...Page 8 i. Target Market ii. Positioning iii. Competitive Approach
Target Audience……………………………………………………………………………Page 11
Proposed Budget…………………………………………………………………………...Page 12
Overall Communication Objectives………………………………………………………..Page 13
Overall Creative Strategy…………………………………………………………………..Page 13
Creative Execution………………………………………………………………………....Page 15
Media Strategies……………………………………………………………………………Page 18
Activity Schedule…………………………………………………………………………..Page 21
Plan Assessment and Evaluation…………………………………………………………...Page 22
Bibliography………………………………………………………………………………..Page 23

Introduction Tesla was created in 2003 in the Silicon Valley by a group of engineers including current CEO, Elon Musk. They created the first fully electric vehicle and then released the Model S in 2012 which came to market as the first fully electric luxury vehicle. The Model S can drive 426 kilometers on a single charge. Tesla tapped into a market that is still expanding and growing with more and more competitors entering the market every day. Tesla is a young and innovative company with many new ideas and are planning to launch a new vehicle in 2015. Right now because Tesla is such a new company they are only able to produce 22,000 vehicles internationally, which means there is currently a greater demand than there is supply. The IMC plan our company has developed will help solve this