porsche cayenne case study

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MIM Team

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The Team

Viviana Bustillo ArucaMarketing Analyst

Nina ChanSocial Media Strategist

Fabienne HambergResearch Director

Alex ChenMarketing Consultant

Filippo DecottoChief Marketing Officer

Mohmmad AlmadHead of Accounts

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The cayenne club

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Image credibility

Pricing strategy

Go-To-Market strategy

Three areas Of concern

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- Educate and involve community- Provide test drives and opinion polls- Create events for friends and family

What we would Have done

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Image credibility

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Pricing strategy

- Good initial pricing strategy - Entering the SUV and not

sports car market

What we would Have done

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Image credibility

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Pricing strategy

What we would Have done

- Identify the market - Give a clear view of the Porsche intentions

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Image credibility

Go-To-Market strategy

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The evolution

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Ten years of growth:- Three more cars in the portfolio- The Cayenne become faster and cheaper- The community has lately embraced Cayenne- A success in 2011 – 2012- The introduction of the hybrid model

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- Color Styler- Porsche Family Tree- Porsche Spotting Game- Making the most of YouTube- Using the Facebook Wall to share exclusive content

The social aspectWhat’s already there

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The social aspectWhat we would implement

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- Create exclusive community for Cayenne drivers- Create community app for Porsche- Social media contest on Instagram

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Pricing

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Why we believe the introduction of the V6 was the wrong decision.

What we would have done differently

How we would have defended the introduction of Cayenne

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The green revolution

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- The hybrid world- The competition- The Electric Chance, keeping the exclusivity

Cayenne Marketing case study

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