a marketing presentation on Porsche.

2. 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)

3. 4 P’s

4. PRODUCT
PRODUCT

5. • High end exclusive sports cars
• High performance
• High quality
• USP:- Extremely luxurious car, High
reputation in the market

6. 1. Boxter

7. 2. Cayman

8. 3. 911

9. 4. 918 Spyder

10. 5. Panamera

11. 6. Cayenne

12. Place
• Precision Cars India Private Limited was
established as the official Porsche Importer
for India in 2007
• Dealer for India.

13. Place
• New Delhi
• Ahmedabad
• Chandigarh
• Chennai
• Hyderabad
• Kochi
• Mumbai

14. 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

15. 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.

17. Market Segmentation

18. 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.

19. Target Markets
• People who are sports enthusiasts.
• Have passion for sports car.
• People who believe in heritage.
• Rich businessmen and Royal families

20. Porsche Positioning
High
High Quality
Price
PriceLow
QualityLow

21. 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

22. Basic Model-MNC
Invest and
Grow
Selectively
Grow
Maintain Harvest
Divest
Market
Attractiveness
Product’s performance

23. 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.

24. Advertising Strategy
• Advertising Campaigns through the
conventional media
• Enhancing Company Value through various
CSR measures
• Participating in various Popular Racing Events

25. Consumer Focus
• Marketing the practicality of Porsche
• Targeting consumer values
• Breaking from traditional
performance driven advertising
Consumer.

26. 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

27. SWOT Analysis

28. 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

29. 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

30. 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

31. Threats
1. Government policies in some countries
2. Impending recession which may decrease
purchasing power
3.Intense competition from automobile giants