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Porsche Cayenne Case Study

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Filippo Decotto
Filippo Decotto

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PORSCHE MIM Team
The Team Viviana Bustillo Aruca Marketing Analyst Nina Chan Social Media Strategist Fabienne Hamberg Research Director 2 Alex Chen Marketing Consultant Filippo Decotto Chief Marketing Officer Mohmmad Almad Head of Accounts PORSCHE MIM Team
The cayenne club 3 PORSCHE MIM Team
Image credibility Pricing strategy Go-To-Market strategy Three areas Of concern Confidential + proprietary 4 PORSCHE
- Educate and involve community - Provide test drives and opinion polls - Create events for friends and family What we would Have done 5 PORSCHE Image credibility MIM Team
Pricing strategy - Good initial pricing strategy - Entering the SUV and not sports car market What we would Have done 6 PORSCHE Image credibility MIM Team
Pricing strategy What we would Have done - Identify the market - Give a clear view of the Porsche intentions 7 PORSCHE Image credibility Go-To-Market strategy MIM Team
The evolution 8 PORSCHE 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 MIM Team
- Color Styler - Porsche Family Tree - Porsche Spotting Game - Making the most of YouTube - Using the Facebook Wall to share exclusive content The social aspect Whats already there 9 PORSCHE MIM Team
The social aspect What we would implement 10 PORSCHE - Create exclusive community for Cayenne drivers - Create community app for Porsche - Social media contest on Instagram MIM Team
Pricing 11 PORSCHE 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 MIM Team
The green revolution MIM Team 12 PORSCHE - The hybrid world - The competition - The Electric Chance, keeping the exclusivity
Cayenne Marketing case study PORSCHE

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Porsche Cayenne Case Study

  • 2. The Team Viviana Bustillo Aruca Marketing Analyst Nina Chan Social Media Strategist Fabienne Hamberg Research Director 2 Alex Chen Marketing Consultant Filippo Decotto Chief Marketing Officer Mohmmad Almad Head of Accounts PORSCHE MIM Team
  • 4. Image credibility Pricing strategy Go-To-Market strategy Three areas Of concern Confidential + proprietary 4 PORSCHE
  • 5. - Educate and involve community - Provide test drives and opinion polls - Create events for friends and family What we would Have done 5 PORSCHE Image credibility MIM Team
  • 6. Pricing strategy - Good initial pricing strategy - Entering the SUV and not sports car market What we would Have done 6 PORSCHE Image credibility MIM Team
  • 7. Pricing strategy What we would Have done - Identify the market - Give a clear view of the Porsche intentions 7 PORSCHE Image credibility Go-To-Market strategy MIM Team
  • 8. The evolution 8 PORSCHE 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 MIM Team
  • 9. - Color Styler - Porsche Family Tree - Porsche Spotting Game - Making the most of YouTube - Using the Facebook Wall to share exclusive content The social aspect Whats already there 9 PORSCHE MIM Team
  • 10. The social aspect What we would implement 10 PORSCHE - Create exclusive community for Cayenne drivers - Create community app for Porsche - Social media contest on Instagram MIM Team
  • 11. Pricing 11 PORSCHE 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 MIM Team
  • 12. The green revolution MIM Team 12 PORSCHE - The hybrid world - The competition - The Electric Chance, keeping the exclusivity
  • 13. Cayenne Marketing case study PORSCHE