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1. PORSCHE
MIM Team

2. The Team
Viviana Bustillo
Aruca
Marketing Analyst
Nina Chan
Social Media Strategist
Fabienne Hamberg
Research Director
2
Alex Chen
Marketing Consultant
Filippo Decotto
Chief Marketing Officer
Mohmmad Almad
Head of Accounts
PORSCHE MIM Team

3. The cayenne club
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PORSCHE MIM Team

4. Image credibility
Pricing strategy
Go-To-Market strategy
Three areas
Of concern
Confidential + proprietary
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PORSCHE

5. - Educate and involve community
- Provide test drives and opinion polls
- Create events for friends and family
What we would
Have done
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PORSCHE
Image credibility
MIM Team

6. Pricing strategy
- Good initial pricing strategy
- Entering the SUV and not
sports car market
What we would
Have done
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PORSCHE
Image credibility
MIM Team

7. Pricing strategy
What we would
Have done
- Identify the market
- Give a clear view of the Porsche intentions
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PORSCHE
Image credibility
Go-To-Market strategy
MIM Team

8. The evolution
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PORSCHE
Ten years of growth:
- Three more cars in the portfolio
- The Cayenne become faster and cheaper
- The community has lately embraced Cayenne
- A success in 2011 – 2012
- The introduction of the hybrid model
MIM Team

9. - Color Styler
- Porsche Family Tree
- Porsche Spotting Game
- Making the most of YouTube
- Using the Facebook Wall to share exclusive content
The social aspect
What’s already there
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PORSCHE MIM Team

10. The social aspect
What we would implement
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PORSCHE
- Create exclusive community for Cayenne drivers
- Create community app for Porsche
- Social media contest on Instagram
MIM Team

11. Pricing
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PORSCHE
Why we believe the
introduction of the V6 was
the wrong decision.
What we would have done
differently
How we would have
defended the
introduction of Cayenne
MIM Team

12. The green revolution
MIM Team
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PORSCHE
- The hybrid world
- The competition
- The Electric Chance, keeping the exclusivity

13. Cayenne Marketing case study
PORSCHE