Porsche

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Porsche

  1. 1. Sofia BOUCHIKHI - Anaïs FERRATO Annabelle LEFÈVRE - Riane TABTI MSc Entairtainment & Media Management F&T Marketing - Tizziano TASSI HOW DOES PORSCHE COMMUNICATE WITH ITS FANS ON ITS FACEBOOK PAGE ?
  2. 2. BRAND PRESENTATION
  3. 3.  Porsche is the most profitable automaker in history.  Almost all of the supply and deliveries which pass through the railway (without an endless stream of trucks).  During the financial crisis of 2009, the Porsche company was on the verge of bankruptcy and was redeemed by the Volkswagen Group.  Porsche is currently the tenth brand of the Volkswagen Group.  In 2013 sales of the manufacturers totaled 162,000 vehicles, up 15% compared to 2012. I. ABOUT PORSCHE
  4. 4. • 1931: Creation of the Brand by Ferdinand Porsche and his first concept car, la Lonher-Porsche (hybrid electric/gasoline). • 1938: Launch of the first Porsche, the Porsche Type 64 • 1939-1944: Collaboration of Ferdinand Porsche with Nazis Germany (Tank conception and military vehicles) • 1944: Ferdinand Porsche dies and his son, Ferry, takes the company. • 1948: Launch of the real first Porsche built on big scale: Porsche 356 • 1963: Launch of the mythical Porsche 911 at Frankfort Motor show • 1963: Intensification of relations with Volkswagen & Audi • 1987: Creation of the Porsche Carrera Cup • 2005: IPO of Porsche for Volkswagen (owns 50% of the Capital) • 2012: Merger of Porsche and Volkswagen • 2014: The Come-Back of Porsche in Le Mans Race II. BRAND HISTORY
  5. 5.  SMARTNESS: The brand Porsche is able to combine luxury and sportiness. Porsche’s design gathers functionality and trend; architecture of cars are gracefulness.  ACHIEVEMENT AND INNOVATION: In all areas of its business, Porsche tries to achieve the highest standards in terms of innovation and product development. Their goal is to consistently exceed the expectations of customers.  SPORTY: Porsche cars are powerful and reliable so they are used for racing.  INACCESSIBILITY: The brand retains inaccessible image by it’s high side of the range, it is not common to see 10 Porsches a day. III. BRAND VALUES
  6. 6.  The brand shows its strong image by positioning in the luxury ,upscale  The brand focuses on smartness in order to differentiate from the competitors  From the consumers’ standpoint, Porsche is a mysterious and inaccessible brand : everybody dreams to own a Porsche !  Porsche represents quality of German firms : the strength of the German manufacturers improve the image of Porsche IV. BRAND IDENTITY
  7. 7. ELITISTS:  Old money  Not price sensitive PROUD PATRONS:  Ownership is goal  Trophy for Hard work “TOP GUNS”:  Driven  Ambitious V. TARGET EVERYDAY USERS:  Enjoy sporty cars for daily use  Women, younger drivers FANTASISTS:  Car is escape  Avoid flaunting « BON VIVANTS »:  Jet setters  Thrill seekers  Means of excitement
  8. 8. V. COMPETITORS Brand Official Page Number of like People talking Fan post Porsche YES 6,4M 81K YES Jaguar YES 2,8M 138K YES Maserati YES 1,1M 38K YES Aston Martin NO 3M 90K NO
  9. 9. BRAND FACEBOOK PAGE
  10. 10. The Facebook page of the Porsche brand is easy to find by users under the name "Porsche”. FANS  6 500 000 fans  80 000 people speak
  11. 11. LANGUAGE  Single page dedicated to the brand  Totally in English COMMUNICATION  A direct access link to the brand website  Publications of events related to the brand  High valuation of the cars  Luxurious positioning and upscale respect  Numerous photos albums
  12. 12. WALL Regular and daily pages (photos, videos, articles, TV reports, ...) Publications content:  Commercial: Release of new models, custom design and cars evolution ....  Entertainment: Historic Photos, lauching events, racing videos ...
  13. 13. ANALYSIS
  14. 14. I. BRAND’S POSTS (12 dec – 25 feb) 10% 48% 8% 22% 12% Branding Communication (Product) Customer Care Infotainment Communication (Promotion) II. BRAND’S COMMENTS (on brand’s post) 2 comments on 50 posts
  15. 15. III. FANS’ POSTS (15 – 25 feb) 28% 52% 14% 4% 2% 0% 0% Conversation between users Fanship/support/endorsement Information request Claim/complaint Reaction to infotainment Gratitude Scorn/offense
  16. 16. IV. FANS’ COMMENTS (on fans’ post)  Fans don’t react to what normal users post  Lack of interest  Weak impact on the suject  Adminitrator (Ken) only reacts to inquiries  Various posts unrelated to Porsche
  17. 17. A. RATION BETWEEN THE NR OF CONVERSATION STARTED BY PORSCHE WITH AT LEAST A REPLY AND THE TOTAL NR OF CONVERSATION: 100% V. INDEX OF ACTIVE CONVERSATION B. RATION BETWEEN THE NR OF CONVERSATION STARTED BY FANS WITH AT LEAST A REPLY AND THE TOTAL NR OF CONVERSATION: 2%
  18. 18. VI. AVERAGE ENGAGEMENT COMMENTS LIKES SHARES 241,92 16 428,20 1 471,48 A. FOR BRAND POSTS COMMENTS LIKES SHARES 0,02 0,24 0 B. FOR FANS POSTS
  19. 19. VII.RESPONSE NATURE TO BRAND’S POSTS 5% 55% 1% 1% 6% 31% 1% Conversation between users Fanship/support/endorsement Information request Claim/complaint Reaction to infotainment Gratitude Scorn/offense
  20. 20. RATION BETWEEN THE NR OF FANS’ POSTS TAGGET AS « CLAIM/COMPLAINT » OR « INFORMATION REQUEST » WHO HAD A REPLY FROM PORSCHE COMMENT WITH THE TAG « CUSTOMER CARE »: 0% VIII.CUSTOMER CARE INDEX 6 posts – 0 comment
  21. 21. CONCLUSIONS  No real interactions between the brand and its fans  High quality and elitist communication  Irrelevancy on fans posts: no interaction  Difference between Porsche owners and fans
  22. 22. SUGGESTIONS  The value of Porsche won’t change  Facebook page customers service  Facebook page only gives content  Set up a tag request on posts (moderator)

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