Chapter 10: Product Concept

The specific strategy of Tesla's brand positioning: 

Rock Thompson, who is executive vice president at client opinions and also the leader of online marketing research, pointed that there were many definitions about brand positioning, but the distinct way to explain is “What people think about your brand, product or service contrasted to your competition. “He also said: “A powerful positioning must be relevant, exclusive, and credible.'' Relevant means that it must deliver on the significant, unmet customer need. Exclusive means it satisfies the customer’s need in the new and diverse ways than actual offerings. Crediblemeans that people believe that you can fulfill the promise. ” (Thompson, 2008) Tesla as a competitive brand arrived well positioning standards as follows (Roll, 2006):

Establishes the shareholder value and marketing partner.

Keeps the sustained increasing operating incomes and profits.
Formulates the higher but affordable prices when its market is steady growth.
Builds customers fidelity, giving them satisfied service and product.
Provides resistance to competitive attack and a source of pride for employees in order to improve the brand effect and business confidence.

Tesla product line:

Most companies vehicle lined up with gasoline model with a couple number of hybrid models. But Tesla model lined up In all of its fully electric high end sports car models. Company main concept consist of developing a fully electric powered vehicles which would be an alternative to gasoline fuel, by keeping in mind for well being of and environment as well as future.