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Porsche Strategic Marketing Analysis
- 1. Rizwan Habibđ´Joy Huffmanđ´Derek Mitchellđ´Cynthia Rayess Strategic Marketing Analysis Marketing Management Atlanta Module-Spring 2012
- 3. Porsche Facts ⢠Founded in 1931 by Professor Ferdinand Porsche ⢠First Porsche ofďŹce was opened in Stuttgart ⢠Offered consulting services ⢠Motor vehicle development work ⢠Headquartered in Stuttgart ⢠70% of Porsche cars ever built are still on the road
- 4. Company Performance Macro & Micro Factors
- 5. ⢠2008 Economic Recession ⢠High unemployment ⢠More conservative consumer spending ⢠Stringent emission standards ⢠Increased raw materials cost Economic Factors ⢠Aging product line ⢠Introduction of Cayenne, Panamera and 911 ⢠Strategic alliance with Volkswagen ⢠Sharing technology and innovation ⢠Resulted in SUV development Internal Factors
- 6. How did these factors affect Porsche? h American Porsche Annual Sales Nort Panamera Boxster Cayman 911 Cayenne Total
- 7. Porsche Marketing Strategy Exclusive Sports Car Manufacturer
- 8. Porsche Positioning High Quality Low Quality High Price Low Price
- 9. Porsche Positioning High priced-high quality-exclusive sports cars High Quality Low Quality High Price Low Price
- 11. ⢠High quality P P ⢠High performance PLACE ⢠High end exclusive sports cars Marketing Mix P PRODUCT PRICE P PROMOTION Marketing Mix
- 12. Marketing Mix ⢠Elite status P ⢠Price range: $48,000 - $136,000 Marketing Mix PLACE ⢠High price=high quality PROMOTION PRICE P P P PRODUCT
- 13. Marketing Mix ⢠T.V. ⢠Print ⢠Direct mail P ⢠Shifted to consumer focused advertising Marketing Mix PLACE ⢠Engineered for magic. Everyday. P PROMOTION PRICE P P PRODUCT
- 14. Marketing Mix ⢠Embrace American values and expectations PROMOTION P ⢠North American Market Marketing Mix P PLACE PRICE P P PRODUCT
- 17. Marketing Segmentation ⢠Driven ⢠Ambitious Top Guns ⢠Enjoys sporty car for daily use Everyday ⢠Women, Users younger drivers etc. Elitists Porsche Market ⢠Car is escape Fantasists ⢠Avoid ďŹaunting ⢠Old money ⢠Blue bloods ⢠Not price sensitive Proud Patrons ⢠Ownership is goal ⢠Trophy for hard work Bon ⢠Jet-setters Vivants ⢠Thrill seekers ⢠Means of excitement
- 18. Advertised Features American Consumer Valued Features ⢠Bluetooth ⢠PDK:Porsche Dopplekupplung? ⢠PSK:Stability Management ⢠Launch Control VS. ⢠Navigation Systems ⢠Cup Holders ⢠Creature Comforts Performance Focused
- 19. Advertised Features American Consumer Valued Features ⢠Bluetooth ⢠PDK:Porsche Dopplekupplung? ⢠PSK:Stability Management ⢠Launch Control VS. ⢠Navigation Systems ⢠Cup Holders ⢠Creature Comforts Performance Focused
- 20. PORSCHE Engineered for magic. Every day.
- 21. Consumer Focused
- 22. ⢠Marketing the practicality of Porsche ⢠Targeting consumer values ⢠Breaking from traditional performance-driven advertising Consumer Focused
- 23. Strategy 2018 Increase customer enthusiasm Sales of 200,000 cars Goal: world's leading exclusive sports car manufacturer Excellent employer and business partner Return on capital 21% Return on sales 15%
- 24. Strategy 2018 Increase customer enthusiasm Return Value- on capital Sales of creating 21% 200,000 cars Return on sales growth 15% Excellent employer and business partner ⢠Increase market share-double sales by 2018 ⢠Porsche Pure-remain true to Porsche brand ⢠Value creating-growth, not growth at all cost 2011: Record breaking year ⢠116,978 unit sales ⢠First year in Porsche history with sales over 100,000 units ⢠$14.5 billion in revenue ⢠$2.6 billion in proďŹt
- 25. Marketing Impact
- 26. Marketing Impact North American Porsche Annual Sales Cayman Boxster Panamera 911 Cayenne Total
- 27. Marketing Impact Porsche World-wide Annual Sales Record Sales
- 29. Survey Results
- 30. Survey Questions 1. What is your overall impression of Porsche? 2. How would you rate the fuel-efficiency of a Porsche? 3. Which of the following cars do you prefer? Lexus Mercedes-Benz BMW Porsche
- 31. Survey Results Extremely Favorable Favorable Extremely Unfavorable
- 33. Survey Results Which car do you prefer?
- 34. Survey Results I'd rather have a...... Benz or Beamer
- 36. Recommendations Target marketing towards younger consumer Product placement Market fuel-efficiency of a Porsche
- 37. Target marketing towards younger consumer Tween Demographic Recent Graduates Young Professionals
- 42. Product Placement Exposure 500,000+ 500,000+ 5.7 million
- 44. Product Placement Success 11 Million Views 12% $176 Million Box Office 22%
- 45. Market Fuel-Efficiency of a Porsche Panamera 25 MPG Cayenne 23 MPG 911 23 MPG Cayman 24 MPG Boxster 26 MPG
- 46. Thank you Engineered for magic. Every day.