porsche cayenne case study
Post on 12-Sep-2014
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Disclaimer - None of the images used are mine. No copyright infringement intended. I will take down the slides if any person or entity will claim copyright rights over the images.TRANSCRIPT
PORSCHE
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
Confidential + proprietaryPORSCHE
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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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