1. Rizwan Habib🔴Joy Huffman🔴Derek
Mitchell🔴Cynthia Rayess
Strategic Marketing Analysis
Marketing Management
Atlanta Module-Spring 2012

2. Porsche Overview

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. Company Performance
Macro & Micro Factors

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. How did these factors affect Porsche?
h American Porsche Annual Sales
Nort
Panamera
Boxster
Cayman
911
Cayenne
Total

7. Porsche Marketing Strategy
Exclusive Sports Car Manufacturer

8. Porsche Positioning
High Quality
Low Quality
High Price
Low Price

9. Porsche Positioning
High priced-high quality-exclusive sports cars
High Quality
Low Quality
High Price
Low Price

10. Marketing Mix
P
P
P
Marketing
Mix
PLACE
PROMOTION
PRODUCT
P
PRICE

11. • High quality
P
P
• High performance
PLACE
• High end exclusive sports cars
Marketing
Mix
P
PRODUCT
PRICE
P
PROMOTION
Marketing Mix

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. 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. Marketing Mix
• Embrace American values
and expectations
PROMOTION
P
• North American Market
Marketing
Mix
P
PLACE
PRICE
P
P
PRODUCT

15. Marketing Mix
P
P
P
Marketing
Mix
PLACE
PROMOTION
PRODUCT
P
PRICE

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. 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. 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. 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. PORSCHE
Engineered for magic. Every day.

21. Consumer Focused

22. • Marketing the practicality of Porsche
• Targeting consumer values
• Breaking from traditional
performance-driven advertising
Consumer Focused

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. 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. Marketing Impact

26. Marketing Impact
North American Porsche Annual Sales
Cayman
Boxster
Panamera
911
Cayenne
Total

27. Marketing Impact
Porsche World-wide Annual Sales
Record Sales

28. Marketing Impact
Panamera
Cayenne
Boxster/Cayman
911
Porsch
e
Worldwi
de Mo
del Sal
es

29. Survey Results

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. Survey Results
Extremely Favorable
Favorable
Extremely Unfavorable

32. Survey Results
Extremely high
High
Medium
Low
Extremely low

33. Survey Results
Which car do you prefer?

34. Survey Results
I'd rather have a......
Benz
or
Beamer

35. Recommendation Proposal

36. Recommendations
Target marketing towards younger consumer
Product placement
Market fuel-efficiency of a Porsche

37. Target marketing towards younger consumer
Tween
Demographic
Recent
Graduates
Young
Professionals

38. Product Placement

39. Product Placement

40. Product Placement

41. Product Placement

42. Product Placement Exposure
500,000+
500,000+
5.7 million

43. Product Placement Exposure

44. Product Placement Success
11 Million Views
12%
$176 Million Box Office
22%

45. Market Fuel-Efficiency of a Porsche
Panamera
25 MPG
Cayenne
23 MPG
911
23 MPG
Cayman
24 MPG
Boxster
26 MPG

46. Thank you
Engineered for magic. Every day.