Porsche Latin America, Inc. 1June 15, 2004

Porsche Latin America, Inc. 2June 15, 2004

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Porsche Latin America & GrupoUno

Training Porsche Acceleration IV

Case Studies

San Jose, Costa RicaJune 15, 2004

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Contents

1. Objectives2. Case Studies:

2.1 Puerto Rico – Exhibition and Test Drive I 2.2 Puerto Rico – Exhibition and Test Drive II2.2 Puerto Rico and Dominican Rep. – American Airlines

Promotion

3. Recommendations

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1. Objectives

1. To discuss the best Marketing activities held in the past quarter.

2. To explore how those activities can be held in different markets.

3. To share the lesson learned on each experience and how they could be improved.

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2. Case Studies:2.1 P. R. Exhibition and Test Drive I

Venue:• The Exhibition and Test Drive was held in the

gated community of Los Altos de Montehiedra on Saturday, February 7th from 10:00am to 3:00pm

• Home ownership from $500,000 up to $700,000• Approx. 212 houses in the development.• Garage Europa provided 4 vehicles: Boxster,

Carrera, Cayenne S and Cayenne Turbo.

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Venue: Residential Community

Types of Residences

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Venue: Residential Community

Recreation area

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2. Case Studies:2.1 P.R. – Exhibition and Test Drive I

Attendees:• Socio-Economic class: (A+), (A) and (B+).• Some of the residents are customers.• Residents were invited via invitation (delivered

door-to-door) 5 days prior to the event.• Posters were placed in key common areas such

as in the mail boxes and in the social gathering area.

• The day of the event two more posters where placed; one at the entrance to the residence and one at the Visitors entrance (gate).

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2. Case Studies:2.1 P.R – Exhibition and Test Drive I

Attendees:• Total attendees: 35 residents.• 17% of the invitees attended the event.• More than 100 Test Drives were conducted

(taking 3 test drives per person on average). • Some of them drove two, three or all four

vehicles.

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2. Case Studies:2.1 P.R. – Exhibition and Test Drive I

Results:• Attendees have perception that Porsche

vehicles begin at $100,000+.• The test drive and feel of the car helped change

the potential customer’s perception.• Some of them are looking at the BMW X5 model

as an option for their next purchase.• Some of them had no idea how great the

Boxster and the Cayenne were.

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Exhibition

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Exhibition

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Exhibition

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2. Case Studies:2.2 P.R. – Exhibition and Test Drive IIVenue:• The Exhibition and Test Drive was held in the

gated community Montehiedra on Saturday, May 29th from 10:00am to 3:00pm

• Home ownership from $500,000 up to $1,000,000+

• Approx. 275 houses in the development.• Garage Europa provided 4 vehicles: Boxster,

Carrera, Cayenne S (Grey and White).

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2. Case Studies: 2.2 P.R. – Exhibition and Test Drive IIAttendees:• Socio-Economic class: (A+) and (A).• Some of the residents are customers.• Residents were invited via invitation (delivered

door-to-door) 5 days prior to the event.• Posters were placed in key common areas such

as the social gathering area, the gate, and at the administrative offices.

• One week prior to the event, an invitational banner was placed near the gate entrance.

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2. Case Studies: 2.2 P.R. – Exhibition and Test Drive IIAttendees:• Total attendees: 25 residents.• 9% of the invitees attended the event, even

though it was a holiday weekend (Memorial Day).

• More than 65 Test Drives were conducted (taking into consideration that each person tested more than one car).

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P

Banner

Placed at main entrance

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Poster

Placed at various locations

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Exhibition

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Tent

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Registry

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Models

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Exhibition

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Exhibition

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Exhibition

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Exhibition

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2. Case Studies: 2.2 P.R. – Exhibition and Test Drive IIResults:• Attendees have perceptions that Porsche

vehicles begin at $100,000+.• The test drive and feel of the car helped change

the potential Customer’s perception.• Some of them had no idea how great the

Boxster and the Cayenne are.• Most families were attracted to the Cayenne.• Attendees carried their licenses and gave the

number at registration (data base).

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2. Case Studies:2.3 P. R. and D.R. American Airlines PromoObjective:• To increase sales through an offer with

American Airlines (AAdvantage Miles) for to buy a Boxster M03.

• Dealer agreed to award 100,000 AAdvantage miles

• Media buy and placement handled directly by PdPR and PdDR.

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Boxster AAdvantage PromoPuerto RicoJanuary 2004

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2. Case Studies:2.3 P. R. and D.R. American Airlines PromoResults:• Dominican Republic sold 2 out of 3 units.• Puerto Rico did not sell any of their units until

now through this promotion