Porsche Strategic Marketing Analysis

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Porsche Strategic Marketing Analysis

  1. 1. Rizwan Habib🔴Joy Huffman🔴Derek Mitchell🔴Cynthia Rayess Strategic Marketing Analysis Marketing Management Atlanta Module-Spring 2012
  2. 2. Porsche Overview
  3. 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. 4. Company Performance Macro & Micro Factors
  5. 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. 6. How did these factors affect Porsche? h American Porsche Annual Sales Nort Panamera Boxster Cayman 911 Cayenne Total
  7. 7. Porsche Marketing Strategy Exclusive Sports Car Manufacturer
  8. 8. Porsche Positioning High Quality Low Quality High Price Low Price
  9. 9. Porsche Positioning High priced-high quality-exclusive sports cars High Quality Low Quality High Price Low Price
  10. 10. Marketing Mix P P P Marketing Mix PLACE PROMOTION PRODUCT P PRICE
  11. 11. • High quality P P • High performance PLACE • High end exclusive sports cars Marketing Mix P PRODUCT PRICE P PROMOTION Marketing Mix
  12. 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. 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. 14. Marketing Mix • Embrace American values and expectations PROMOTION P • North American Market Marketing Mix P PLACE PRICE P P PRODUCT
  15. 15. Marketing Mix P P P Marketing Mix PLACE PROMOTION PRODUCT P PRICE
  16. 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. 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. 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. 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. 20. PORSCHE Engineered for magic. Every day.
  21. 21. Consumer Focused
  22. 22. • Marketing the practicality of Porsche • Targeting consumer values • Breaking from traditional performance-driven advertising Consumer Focused
  23. 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. 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. 25. Marketing Impact
  26. 26. Marketing Impact North American Porsche Annual Sales Cayman Boxster Panamera 911 Cayenne Total
  27. 27. Marketing Impact Porsche World-wide Annual Sales Record Sales
  28. 28. Marketing Impact Panamera Cayenne Boxster/Cayman 911 Porsch e Worldwi de Mo del Sal es
  29. 29. Survey Results
  30. 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. 31. Survey Results Extremely Favorable Favorable Extremely Unfavorable
  32. 32. Survey Results Extremely high High Medium Low Extremely low
  33. 33. Survey Results Which car do you prefer?
  34. 34. Survey Results I'd rather have a...... Benz or Beamer
  35. 35. Recommendation Proposal
  36. 36. Recommendations Target marketing towards younger consumer Product placement Market fuel-efficiency of a Porsche
  37. 37. Target marketing towards younger consumer Tween Demographic Recent Graduates Young Professionals
  38. 38. Product Placement
  39. 39. Product Placement
  40. 40. Product Placement
  41. 41. Product Placement
  42. 42. Product Placement Exposure 500,000+ 500,000+ 5.7 million
  43. 43. Product Placement Exposure
  44. 44. Product Placement Success 11 Million Views 12% $176 Million Box Office 22%
  45. 45. Market Fuel-Efficiency of a Porsche Panamera 25 MPG Cayenne 23 MPG 911 23 MPG Cayman 24 MPG Boxster 26 MPG
  46. 46. Thank you Engineered for magic. Every day.

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