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ISB_PM_ Assignment 5.2

The document provides a comparative positioning analysis of the Tesla Roadster and Hyundai Ioniq, highlighting their target markets, unique selling propositions, and brand messaging. Tesla targets high-end luxury consumers with a focus on performance and sustainability, while Hyundai appeals to budget-conscious buyers seeking eco-friendly options. The analysis also discusses market positioning, developmental risks, and strengths and challenges for both vehicles.

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7 views

ISB_PM_ Assignment 5.2

The document provides a comparative positioning analysis of the Tesla Roadster and Hyundai Ioniq, highlighting their target markets, unique selling propositions, and brand messaging. Tesla targets high-end luxury consumers with a focus on performance and sustainability, while Hyundai appeals to budget-conscious buyers seeking eco-friendly options. The analysis also discusses market positioning, developmental risks, and strengths and challenges for both vehicles.

Uploaded by

unlucky251289
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as DOCX, PDF, TXT or read online on Scribd
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Required Assignment 5.2: Comparative Positioning Analysis: Tesla Roadster vs.

Hyundai Ioniq

Atanu Misra

Suggested time: 90 minutes

Inferences from Positioning Statements

1. Tesla Roadster:
 Target Market: Tesla is a
high end luxury EV car which
targets customers looking for
luxury
with sustainability
 Unique Selling Proposition
(USP): The USP of this
particular car brand is that it
provides the
sustainability/ecofriendly
behaviour and feeling of
owning a
 Brand Messaging: Tesla
brand messaging focuses on
Product Management Page 1
performance, luxury, and
cutting-edge
technology, positioning itself
as a high-performance sports
car for those who want to
drive the
future.
2. Hyundai Ioniq:
 Target Market: The target
market for Hyundai ioniq will
be customers looking for
sustainable
product within the budget and
mostly in the metro cities
where affordability plays key
points in

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terms of maintenance, fuel
cost.
 Unique Selling Proposition
(USP): USP of the Hyundai
Ioniq centres around its eco-
friendliness combined with
affordability and advanced
technology
 Brand Messaging: Hyundai
ioniq brand messaging
positioned as a cost-effective,
everyday
EV or hybrid that delivers both
efficiency and value
1. Tesla Roadster:
 Target Market: Tesla is a high end luxury EV car which targets customers looking for
luxury with sustainability
 Unique Selling Proposition (USP): The USP of this particular car brand is that it provides
the sustainability/ecofriendly behaviour along with the feeling of owning a high end luxury
car.
 Brand Messaging: Tesla brand messaging focuses on performance, luxury, and cutting-
edge technology, positioning itself as a high-performance sports car for those who want
to drive into the future.
2. Hyundai Ioniq:

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 Target Market: The target market for Hyundai ioniq will be customers looking for
sustainable product within the budget and mostly in the metro cities where affordability
plays key points interms of maintenance, fuel cost.
 Unique Selling Proposition (USP): USP of the Hyundai Ioniq centres around its eco-
friendliness combined with affordability and advanced technology
 Brand Messaging: Hyundai ioniq brand messaging positioned as a cost-effective,
everyday EV or hybrid that delivers both efficiency and value.

Framework Application

1. Market / Firm Newness Matrix


 Visual Representation:

Existing Product New Product

Existing Market Hyundai Ioniq Tesla Roadster

New Market

 Reasoning:
o Tesla will fall under the New Product Existing Market bracket because there are
players like Mercedes, BMW who sell luxury EVs. The market size for luxury EVs is
small though since the target customers are people who can afford luxury ultra-
expensive cars.
o Hyundai Ioniq will fall under Existing Product Existing Market category. There is
already a big market for affordable EVs where Tata, Kia and Mahindra are the major
players. Ioniq uses Hyundai’s existing expertise and does not focus on innovative
designs or features.

2. Opportunity Cost / Development Risk Matrix


a. Visual Representation

Developmental Risk

Low Medium High

High Hyundai Ioniq


Opportunity Cost

Medium

Product Management Page 4


Low Tesla Roadster

b. Reasoning: The Roadster represents a high-risk investment with the potential for high
returns. Targeting a specialized market requires extensive R&D for unparalleled
performance, making it a bold but risky venture with low opportunity cost, since there are
very few players in this segment. As part of Hyundai's broader portfolio, the Ioniq has a
low to mid risk development strategy that focuses on incremental innovation in markets it
already knows. Opportunity costs are high because the affordable EV market is rapidly
growing with multiple companies trying to enter the market with a similar positioning.

Comparative Analysis

 Strengths of Tesla Roadster's Strategy:


o Innovative Performance: Unmatched acceleration and range.
o Eco-Friendly Appeal: Combines luxury and high-performance with zero
emissions
o Exclusivity: Targets high-net-worth individuals, creating demand for a high-status
vehicle.
o Technology Leadership: Autopilot and advanced battery systems.
 Challenges for Tesla Roadster’s Strategy:
o High Price Point
o Production Issues Manufacturing delays and limited scalability
o Increasing Competition: Luxury EV brands like Porsche
 Strengths of Hyundai Ioniq’s Strategy:
o Affordability: Competitive pricing for wider EV adoption.
o Sustainability: Zero-emissions driving for eco-conscious buyers.
o Advanced Technology: Modern features and connectivity for tech-savvy customers.
o Brand Reputation: Hyundai’s reliability builds consumer trust.
 Challenges for Hyundai Ioniq’s Strategy:
o Intense Competition: Many EV options in the market.
o Range Anxiety: Concerns about battery range and charging availability.
o Charging Infrastructure: Limited public charging networks.
o Pricing – Number of competitors are high. Tata sells affordable EVs which even lower
middle class people can afford. Hence pricing has to be such that it appeals to the entire
middle class.
o Market Education: Need to raise awareness about EV benefits.

 Insights into Positioning Effectiveness:


o Tesla Roadster is positioned as a high-performance, luxury electric sports car combining
speed, range, and sustainability. It differentiates by catering to growing EV demand,
leveraging tech leadership, and emphasizing eco-conscious luxury. It addresses key
issues:
1. Performance vs. sustainability: High performance with zero emissions.
2. Range anxiety: 620+ mile range for long-distance driving.

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3. Brand consistency: Reinforces Tesla’s image as a sustainable leader.
o Hyundai Ioniq is positioned as affordable, eco-friendly offering efficiency, modern design,
practicality. It targets affordability, growing EV interest, and practicality while boosting
brand reputation. It addresses key issues:
1. Affordability: Budget-friendly, accessible EV.
2. Range anxiety: Up to 300 miles of range.
3. Practicality: Spacious interior.
4. Sustainability: Eco-friendly materials.

Comparison: Tesla Roadster focuses on luxury and performance, while Hyundai Ioniq caters to budget-
conscious, practical consumers.

Product Management Page 6

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