BionicBike
2021
Technologies Used
Photoshop
Powerpoint
The following is a mock-marketing plan for Tesla to expand into a new market. The project was done in my technology management marketing class.

Executive Summary
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The world is moving towards a more sustainable standard of living
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The market size of electric motorcycles valued at over 30 billion USD (2019) and projected to grow by 4% by 2026
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Technological advancements through integration of motors and battery systems
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Increased charging infrastructure through government & private investment
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Trend toward individual transportation and outdoor activity as a result of COVID-19
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Current leading competitors in the electric motorbike industry:
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Honda Motors
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Lightning Motorcycle Corp.
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KTM Sport Motorcycle GmbH
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Lima Electric Vehicle Co. Ktd.
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Piaggio & C. SpA
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Mahindra Ltd.
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Product Description
The motorbike:
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In order to promote road safety, the helmet will be included with the motorcycle in the standard packaging.
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Multiple safety features to offset common concerns that motorbikes are a more dangerous transportation option than cars.
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Motorbike will have self-driving features, road awareness, Bluetooth capabilities, and an iPad center console with the same GPS and features as the cars.
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The gaming features will only be accessible when the bike is stationary.
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Tesla users will be able to report accidents or roadblocks for the benefit of other users.

The Helmet:
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Unlock the motorbike and start using the features with the helmet.
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The high-tech helmet has safety features that warn the driver when other vehicles are in proximity to the motorbike, including your blind spot in which there will be a camera in the back of the helmet for increased field of view.
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Sensor for all approaching roadblocks and a radar for speed cameras or upcoming police presence on the roads.
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WiFi in the bike and bluetooth in the helmet.
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Screen in the helmet which projects your GPS navigation and speed.

SWOT Analysis

Marketing Archetype: The Magician
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The Magician archetype focuses on making dreams a reality.
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These archetypes can do risky decision making, which may not always work out for them fully.
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Other examples: Disney and Apple.
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This matches how Tesla has previously marketed their products and speaks towards the ingenuity and creativity that will be the forefront for the BionicBike.

Target Audience
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Younger people (25-35)
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Tech Savvy
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Minimalistic
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Innovators and Early Adopters
Later on target those who do not normally drive motorcycles because of its promised safety and ease of use. Age range of (35-45).
Marketing Program
Tesla Newsletter
Tesla’s newsletter will release important updates about the creation and distribution of the bike.
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Consumers will be updated about aspects of the bike here (sustainability, speed, safety features, etc.)
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To measure the success of Tesla’s Newsletter, the delivery rate will be tracked (aiming for 95-98%), click-through rate, and the conversion rate.
Video Campaign
Tesla will demonstrate the elements of the motorbike and how it can be used in conjunction with the helmet.
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Market the bike by “selling an experience.”
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Convey that Tesla BionicBike is cool, safe, trustworthy, and at the forefront of a sustainable future.
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To measure the success of the Tesla video campaign, the company will be conducting A/B testing. Testing alterations in the video’s content to find the most appealing message to our audience.
Social Media
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Provide teasers about the Tesla motorbike to keep consumers informed, engaged, and excited.
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To measure the success of Tesla’s social media campaign, the social team will be closely following our social media content calendar, and will be tracking the following metrics/KPI’s: impressions, total engagements, and follower growth. We will be tracking these and will use these metrics to gauge the quality of our content and user interest in our product.
Implementation
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Rely on product quality, word-of-mouth marketing, and referrals to produce sales.
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Employ a high reach and medium frequency marketing approach.
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Geographical allocation: hotspots such as SF, LA, NY, and SEA.
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Release the Tesla Newsletter, product waiting lists, simplistic digital ads, and a video campaign.
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Advertisement Calendar for 18-month period from September 2021 to March 2022.
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Social Medias: Youtube, Instagram, and Twitter.
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Build Tesla showrooms in hotspot cities, provide test rides at the Tesla Sales Centers and place BionicBike models in shopping malls to increase exposure.

