7

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Southern New Hampshire University *

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500

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Marketing

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Jan 9, 2024

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docx

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3

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Milestone 7: Marketing Strategy - Distribution MKT500: Marketing Strategies Shelby Holteen As previously discussed, my product is a subscription available through the pre-existing Tesla App. This subscription is called the Service Subscription and it is for exactly what it says, a Tesla’s service. The subscription, only available through the Tesla App, will provide its user a detailed and thorough list of all required and recommended maintenance for their specific Tesla model. Not only will it provide the list, but also send the user notifications to have their vehicle serviced based on the vehicle’s current mileage and/or the timeframe since the last service ap- pointment. For example, my vehicle requires an oil change every 5,000 miles or 6 months, and also recommends I rotate my tires during that same timeframe or mileage rate. This subscription will be provided to all new Tesla owners for a year upon the purchase of their new vehicle. This will help with initial visibility of the benefits of the subscription, and hopefully convert to long-term subscribers after the fact. The subscription will be available as a single sub- scription for $5.99 on a monthly basis, or $50 on an annual basis. This single subscription will give users access to only the Service Subscription, but they also have the opportunity to bundle the Service Subscription with Tesla’s pre-existing subscription option. Tesla’s current subscrip- tion is referred to as their Premium Subscription and is available for $9.99 a month or $99 annu- ally. The Premium Subscription package includes navigation, live traffic visualization, video streaming, Caraoke, internet browser and more. If a user would like to utilize both subscription packages, they can purchased the Fully Loaded Subscription. This would include all aspects of my new Maintenance Subscription and all of the aspects included in the Premium Subscription.
For the Fully Loaded Subscription it would cost $12.99 a month or $120 annually. By packaging everything together users get more bang for their buck at really no additional work from Tesla. Being that this subscription will be distributed and only available through the Tesla App, there will be no direct, in-person sales. Aside from sales though, there will be in-person promotion. The subscription may be promoted in-person by mechanics or individuals within the service de- partment of Tesla. The Tesla employeee may promote the subscription based on the driver’s comments, such as if they complain about forgetting when to bring in their vehicle, or struggling to schedule an appointment over the phone or online. Essentially, the service tech can promote the subscription if they think the Service Subscription may be helpful to the driver who fre- quently forgets service needs on their vehicle, or makes a comment that relates to services pro- vided within the service subscription. However, the service tech will not make any sort of addi- tional commission off a subscription sign up since they are an hourly based employee. Car salesmen at Tesla may also promote the subscription indirectly by mentioning that a new Tesla comes with a year of the subscription for free. Salesmen will not make any commission off of a subscription sign up because as mentioned, the subscription will be included for free to start when someone purchases a new Tesla fresh off the car lot. This will act as essentially free mar- keting and incentive to promote future subscriptions down the road. More than likely, a salesman also will not come in to contact with old or current Tesla drivers either, so they would not have the opportunity to promote it.
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