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Porsche Strategic Marketing Analysis
- 1. Rizwan Habib🔴Joy Huffman🔴Derek Mitchell🔴Cynthia Rayess Strategic Marketing Analysis Marketing Management Atlanta Module-Spring 2012
- 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
- 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 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
- 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.