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
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