Rizwan Habib🔴Joy Huffman🔴Derek
Mitchell🔴Cynthia Rayess
Strategic Marketing Analysis
Marketing Management
Atlanta Module-S...
Porsche Overview
Porsche Facts
• Founded in 1931 by Professor
Ferdinand Porsche
• First Porsche office was opened in
Stuttgart
• Offered con...
Company Performance
Macro & Micro Factors
• 2008 Economic Recession
• High unemployment
• More conservative consumer spending
• Stringent emission standards
• Incre...
How did these factors affect Porsche?
h American Porsche Annual Sales
Nort
Panamera
Boxster
Cayman
911
Cayenne
Total
Porsche Marketing Strategy
Exclusive Sports Car Manufacturer
Porsche Positioning
High Quality
Low Quality
High Price
Low Price
Porsche Positioning
High priced-high quality-exclusive sports cars
High Quality
Low Quality
High Price
Low Price
Marketing Mix
P
P
P
Marketing
Mix
PLACE
PROMOTION
PRODUCT
P
PRICE
• High quality
P
P
• High performance
PLACE
• High end exclusive sports cars
Marketing
Mix
P
PRODUCT
PRICE
P
PR...
Marketing Mix
• Elite status
P
• Price range: $48,000 - $136,000
Marketing
Mix
PLACE
• High price=high quality
PROM...
Marketing Mix
• T.V.
• Print
• Direct mail
P
• Shifted to consumer focused
advertising
Marketing
Mix
PLACE
• Enginee...
Marketing Mix
• Embrace American values
and expectations
PROMOTION
P
• North American Market
Marketing
Mix
P
PLACE
...
Marketing Mix
P
P
P
Marketing
Mix
PLACE
PROMOTION
PRODUCT
P
PRICE
Time
Boxster
Introduced:
1996
DECLINE
911
Introduced:
1963
Cayenne
Introduced:
2003
MATURITY
GROWTH
Cayma...
Marketing Segmentation
• Driven
• Ambitious
Top
Guns
• Enjoys sporty
car for daily
use
Everyday
• Women,
Users
younger
d...
Advertised
Features
American Consumer
Valued Features
• Bluetooth
• PDK:Porsche
Dopplekupplung?
• PSK:Stability
Manageme...
Advertised
Features
American Consumer
Valued Features
• Bluetooth
• PDK:Porsche
Dopplekupplung?
• PSK:Stability
Manageme...
PORSCHE
Engineered for magic. Every day.
Consumer Focused
• Marketing the practicality of Porsche
• Targeting consumer values
• Breaking from traditional
performance-driven adverti...
Strategy 2018
Increase
customer
enthusiasm
Sales of
200,000 cars
Goal: world's leading exclusive sports car manufacturer...
Strategy 2018
Increase
customer
enthusiasm
Return
Value- on capital
Sales of
creating 21%
200,000 cars
Return on sales
gro...
Marketing Impact
Marketing Impact
North American Porsche Annual Sales
Cayman
Boxster
Panamera
911
Cayenne
Total
Marketing Impact
Porsche World-wide Annual Sales
Record Sales
Marketing Impact
Panamera
Cayenne
Boxster/Cayman
911
Porsch
e
Worldwi
de Mo
del Sal
es
Survey Results
Survey Questions
1. What is your overall impression of Porsche?
2. How would you rate the fuel-efficiency of a Porsche?
3....
Survey Results
Extremely Favorable
Favorable
Extremely Unfavorable
Survey Results
Extremely high
High
Medium
Low
Extremely low
Survey Results
Which car do you prefer?
Survey Results
I'd rather have a......
Benz
or
Beamer
Recommendation Proposal
Recommendations
Target marketing towards younger consumer
Product placement
Market fuel-efficiency of a Porsche
Target marketing towards younger consumer
Tween
Demographic
Recent
Graduates
Young
Professionals
Product Placement
Product Placement
Product Placement
Product Placement
Product Placement Exposure
500,000+
500,000+
5.7 million
Product Placement Exposure
Product Placement Success
11 Million Views
12%
$176 Million Box Office
22%
Market Fuel-Efficiency of a Porsche
Panamera
25 MPG
Cayenne
23 MPG
911
23 MPG
Cayman
24 MPG
Boxster
26 MPG
Thank you
Engineered for magic. Every day.
of 46

Porsche Strategic Marketing Analysis

Published on: Mar 4, 2016
Published in: Business      Technology      
Source: www.slideshare.net


Transcripts - Porsche Strategic Marketing Analysis

  • 1. Rizwan Habib🔴Joy Huffman🔴Derek Mitchell🔴Cynthia Rayess Strategic Marketing Analysis Marketing Management Atlanta Module-Spring 2012
  • 2. Porsche Overview
  • 3. Porsche Facts • Founded in 1931 by Professor Ferdinand Porsche • First Porsche office 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
  • 10. Marketing Mix P P P Marketing Mix PLACE PROMOTION PRODUCT P 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
  • 15. Marketing Mix P P P Marketing Mix PLACE PROMOTION PRODUCT P PRICE
  • 16. Time Boxster Introduced: 1996 DECLINE 911 Introduced: 1963 Cayenne Introduced: 2003 MATURITY GROWTH Cayman Introduced: 2006 S a l e s Panamera Introduced: 2009 INTRODUCTION Product Life Cycle
  • 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 flaunting • 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 profit
  • 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
  • 28. Marketing Impact Panamera Cayenne Boxster/Cayman 911 Porsch e Worldwi de Mo del Sal es
  • 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
  • 32. Survey Results Extremely high High Medium Low Extremely low
  • 33. Survey Results Which car do you prefer?
  • 34. Survey Results I'd rather have a...... Benz or Beamer
  • 35. Recommendation Proposal
  • 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
  • 38. Product Placement
  • 39. Product Placement
  • 40. Product Placement
  • 41. Product Placement
  • 42. Product Placement Exposure 500,000+ 500,000+ 5.7 million
  • 43. Product Placement Exposure
  • 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.

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