porsche strategic marketing analysis
TRANSCRIPT
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Rizwan Habib🔴Joy Huffman🔴Derek Mitchell🔴Cynthia Rayess
Strategic Marketing Analysis Marketing Management
Atlanta Module-Spring 2012
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Porsche Overview
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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
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Company PerformanceMacro & Micro Factors
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Economic FactorsInternal Factors
• 2008 Economic Recession
• High unemployment
• More conservative consumer spending
• Stringent emission standards
• Increased raw materials cost
• Aging product line
• Introduction of Cayenne, Panamera and 911
• Strategic alliance with Volkswagen
• Sharing technology and innovation
• Resulted in SUV development
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PanameraBoxsterCayman911CayenneTotal
How did these factors affect Porsche?
North American Porsche Annual Sales
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Porsche Marketing StrategyExclusive Sports Car Manufacturer
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High Quality
High Price
Low Price
Low
Qua
lity
Porsche Positioning
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High Quality
High Price
Low Price
Low
Qua
lity
Porsche Positioning High priced-high quality-exclusive sports cars
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Marketing Mix
Marketing MixPPLAC
E
PPRODUCT
PPR
OM
OTI
ON
PPRICE
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Marketing Mix
Marketing MixPPLAC
E
PPRODUCT
PPR
OM
OTI
ON
PPRICE
• High end exclusive sports cars
• High performance
• High quality
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Marketing Mix
Marketing MixPPLAC
E
PPRODUCT
PPR
OM
OTI
ON
PPRICE
• High price=high quality
• Price range: $48,000 - $136,000
• Elite status
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Marketing Mix
Marketing MixPPLAC
E
PPRODUCTP
PROMOTION
PPRICE
• Engineered for magic. Everyday.
• Shifted to consumer focused advertising
• T.V.
• Direct mail
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• North American Market
• Embrace American values and expectations
Marketing Mix
Marketing Mix
PPLACE
PPRODUCT
PPR
OM
OTI
ON
PPRICE
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Marketing Mix
Marketing MixPPLAC
E
PPRODUCT
PPR
OM
OTI
ON
PPRICE
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INTR
OD
UC
TIO
N
GRO
WTH
MA
TURI
TY
DEC
LIN
E
Time
Sales
Product Life Cycle
Panamera Introduced:
2009
Cayman Introduced:
2006
Boxster Introduced:
1996
911 Introduced:
1963Cayenne
Introduced: 2003
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Marketing Segmentation
Porsche Market
Elitists
Bon VivantsFantasists
Proud Patrons
Top Guns
Everyday Users
• Driven • Ambitious
• Car is escape • Avoid flaunting
• Ownership is goal
• Trophy for hard work
• Enjoys sporty car for daily use
• Women, younger drivers etc.
• Jet-setters • Thrill seekers • Means of excitement
• Old money • Blue bloods • Not price sensitive
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Performance Focused
• PDK:Porsche Dopplekupplung?
• PSK:Stability Management
• Launch Control
• Bluetooth
• Navigation Systems
• Cup Holders
• Creature Comforts
VS.
American Consumer Valued Features
Advertised Features
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Performance Focused
• PDK:Porsche Dopplekupplung?
• PSK:Stability Management
• Launch Control
• Bluetooth
• Navigation Systems
• Cup Holders
• Creature Comforts
VS.
American Consumer Valued Features
Advertised Features
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Engineered for magic. Every day.
PORSCHE
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Consumer Focused
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• Marketing the practicality of Porsche
• Targeting consumer values
• Breaking from traditional performance-driven advertising
Consumer Focused
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Strategy 2018
Increase customer
enthusiasm
Excellent employer and
business partner
Return on capital
21% Return on sales
15%
Sales of 200,000 cars Goal: world's leading exclusive sports car manufacturer
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Strategy 2018
Increase customer
enthusiasm
Excellent employer and
business partner
Return on capital
21% Return on sales
15%
Sales of 200,000 cars
Value-creating growth
• 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
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Marketing Impact
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CaymanBoxsterPanamera911CayenneTotal
Marketing Impact North American Porsche Annual Sales
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Marketing Impact
Record Sales
Porsche World-wide Annual Sales
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Marketing Impact
911Boxster/CaymanCayennePanamera
Porsche World-wide Model Sales
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Survey Results
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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
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Survey Results
Extremely FavorableFavorableExtremely Unfavorable
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Survey Results
Extremely highHighMediumLowExtremely low
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Which car do you prefer?
Survey Results
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Survey Results
I'd rather have a......
Benz Beameror
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Recommendation Proposal
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Recommendations
Product placement
Target marketing towards younger consumer
Market fuel-efficiency of a Porsche
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Target marketing towards younger consumer
Tween Demographic
Recent Graduates
Young Professionals
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Product Placement
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Product Placement
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Product Placement
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Product Placement
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Product Placement Exposure
500,000+ 500,000+ 5.7 million
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Product Placement Exposure
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Product Placement Success
$176 Million Box Office 11 Million Views22%12%
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Market Fuel-Efficiency of a Porsche
Panamera 25 MPG
911 23 MPG
Cayenne 23 MPG
Cayman 24 MPG
Boxster 26 MPG
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Engineered for magic. Every day.
Thank you