Porsche

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a marketing presentation on Porsche.

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Porsche

  1. 1. Porsche • Industry:- Automobile • Founded in 1931 by Professor Ferdinand Porsche. • Headquarter:- Stuttgart (Germany) • Area served:-Worldwide • Owner:- Volkswagen AG • Key people :-Wolfgang Porsche, Chairman Martin Winterkorn, President &CEO • Employees:-17,502 (2012 fiscal year)
  2. 2. 4 P’s
  3. 3. PRODUCT PRODUCT
  4. 4. • High end exclusive sports cars • High performance • High quality • USP:- Extremely luxurious car, High reputation in the market
  5. 5. 1. Boxter
  6. 6. 2. Cayman
  7. 7. 3. 911
  8. 8. 4. 918 Spyder
  9. 9. 5. Panamera
  10. 10. 6. Cayenne
  11. 11. Place • Precision Cars India Private Limited was established as the official Porsche Importer for India in 2007 • Dealer for India.
  12. 12. Place • New Delhi • Ahmedabad • Chandigarh • Chennai • Hyderabad • Kochi • Mumbai
  13. 13. Price High price=high quality 1. Porsche Boxter- Rs.57.26 lacs to 82.17 lacs. 2. Porsche Cayman- Rs.62.02 lacs to 93.99 lacs. 3. Porsche 911- Rs.1.15 cr to 2.89 cr. 4. Porsche 918 Spyder- Rs. 6.43 Cr. 5. Porsche Panamera- Rs. 1.26 cr to 1.83 cr. 6. Porsche Cayenne- Rs.62.91 lacs to 1.42 cr
  14. 14. Promotion Engineered for magic. Everyday. • Shifting to consumer focused advertising T.V., Print, Direct mail • Advertisement in Newspaper, Automobile Magazines etc • Participating in more Automobile Exhibition.
  15. 15. Market Segmentation
  16. 16. Segmentation  Demographic Segmentation • Age: Anyone above 18 years having a driving license. • Income : High income Group  Geographic Segmentation • Cities : Initially Metros, further expanding into Semi- Urban Markets.  Psychographic Segmentation • Someone who lives a fast paced life, whose constantly on the move.
  17. 17. Target Markets • People who are sports enthusiasts. • Have passion for sports car. • People who believe in heritage. • Rich businessmen and Royal families
  18. 18. Porsche Positioning High High Quality Price PriceLow QualityLow
  19. 19. Porsche Positioning High High Quality price priceLow QualityLow •High Priced-High Quality-Exclusive Sports Cars •Dream it. Experience it. • Car manufacturer for elite and extremely prosperous customers
  20. 20. Basic Model-MNC Invest and Grow Selectively Grow Maintain Harvest Divest Market Attractiveness Product’s performance
  21. 21. Marketing Strategy • Coming up with innovative models. • Core Competency of all the Porsche products is Performance. • Target marketing towards younger consumer • Product Placement in Various things like movies, music videos, Gaming Industry etc.
  22. 22. Advertising Strategy • Advertising Campaigns through the conventional media • Enhancing Company Value through various CSR measures • Participating in various Popular Racing Events
  23. 23. Consumer Focus • Marketing the practicality of Porsche • Targeting consumer values • Breaking from traditional performance driven advertising Consumer.
  24. 24. Consumer Behaviour • Object of Purchase:- Luxury Cars • Objective of Purchase:- Status and Sophistication • Organization of Purchase:- High Income and Royal Families • Occasion of Purchase:- Necessity, lover of cars and any other Occasion • Outlet of Purchase:-Centrally Located Retail Outlets in Metro cities and semi-Metro cities
  25. 25. SWOT Analysis
  26. 26. Strength 1.Brand presence and reputation across globe 2. Few car models but wide range of variants. Hence, gets an advantage of brand extension 3. Is a popular brand in the racing as well as the gaming industry
  27. 27. Weakness 1. Lacking presence in middle income segment which is expanding at a phenomenal rate 2.Very high maintenance and running cost in an extremely competitive luxury car market
  28. 28. Opportunities 1. Capitalize on exclusivity and increase sales 2. Future generation and concept cars 3.Increasing manufacturing facilities and distribution as well as servicing network
  29. 29. Threats 1. Government policies in some countries 2. Impending recession which may decrease purchasing power 3.Intense competition from automobile giants

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