subcultures of porsche
Post on 12-Apr-2017
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http://www.porsche.com/usa/aboutporsche/principleporsche/
PORSCHEGroup 8
Donald Burt, Nicole Ginn, Stephen Messana, Robert Munoz, Shaun Murphy
T/Th 12:00
Company OverviewFounded: 1930
Stuttgart, Germany
Professor Ferdinand “Ferry” Porsche
Unique Selling Proposition
Target MarketUpper-class men
Baby boomers, now in their 50’s
Income over $100,000
Cause-related MarketingCayenne for Canines
Humane SocietyHelp non-profit/advertise Porsche
Princeton PorscheDonationsRaised $1200 for charity
Marketing MixProduct
High end exclusive sports carsHigh Performance/Quality
Price$49,600-$929,000
Promotion “Engineered for magic. Everyday.”Ads, commercials
PlaceAuto shows, dealerships
FindingsBoth users satisfied with Porsche brand
Other brands (Mazda/BMW) don’t compare
Decision MakingPerformance drivenClassicsFun and reliable
Comparative analysis of objectsPorsche = classy/refined/exclusive Others = cheap/for the masses
RecommendationsTarget a younger market
Increase Product Placement
Mini Cooper up 22% Albums sold in the millions
Market Product Fuel EfficiencyCayenne: 23 MPG911: 23 MPGPanamera: 25 MPG
Engineered for magic. Everyday
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