porsche cayenne case study

Download Porsche Cayenne Case Study

Post on 12-Sep-2014

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PowerPoint Presentation

PORSCHEMIM Team 1The Team

Viviana Bustillo ArucaMarketing Analyst

Nina ChanSocial Media Strategist

Fabienne HambergResearch Director

2

Alex ChenMarketing Consultant

Filippo DecottoChief Marketing Officer

Mohmmad AlmadHead of Accounts

PORSCHE

MIM Team 2The cayenne club3PORSCHE

MIM Team 3

Image credibilityPricing strategyGo-To-Market strategyThree areas Of concern Confidential + proprietary4PORSCHE

4

Educate and involve communityProvide test drives and opinion pollsCreate events for friends and family

What we would Have done5PORSCHE

Image credibilityMIM Team 5

Pricing strategyGood initial pricing strategy Entering the SUV and not sports car marketWhat we would Have done6PORSCHE

Image credibilityMIM Team 6

Pricing strategyWhat we would Have doneIdentify the market Give a clear view of the Porsche intentions7PORSCHE

Image credibilityGo-To-Market strategyMIM Team 7

The evolution8PORSCHE

Ten years of growth:Three more cars in the portfolioThe Cayenne become faster and cheaperThe community has lately embraced CayenneA success in 2011 2012The introduction of the hybrid model

MIM Team 8

Color StylerPorsche Family TreePorsche Spotting GameMaking the most of YouTubeUsing the Facebook Wall to share exclusive content

The social aspectWhats already there9PORSCHE

MIM Team 9The social aspectWhat we would implement

10PORSCHE

Create exclusive community for Cayenne driversCreate community app for PorscheSocial media contest on Instagram

MIM Team 10

Pricing11PORSCHE

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

What we would have done differentlyHow we would have defended the introduction of CayenneMIM Team 11The green revolutionMIM Team 12PORSCHE

The hybrid worldThe competitionThe Electric Chance, keeping the exclusivity

12Cayenne Marketing case study

PORSCHE13