Porsche• Industry:- Automobile• Founded in 1931 by Professor

Ferdinand Porsche.• Headquarter:- Stuttgart

(Germany)• Area served:-Worldwide• Owner:- Volkswagen AG• Key people :-Wolfgang

Porsche, ChairmanMartin Winterkorn, President &CEO

• Employees:-17,502 (2012 fiscal year)

4 P’s

PRODUCT

PRODUCT

• High end exclusive sports cars• High performance• High quality• USP:- Extremely luxurious car, High

reputation in the market

1. Boxter

2. Cayman

3. 911

4. 918 Spyder

5. Panamera

6. Cayenne

Place

• Precision Cars India Private Limited was established as the official Porsche Importer for India in 2007

• Dealer for India.

Place

• New Delhi• Ahmedabad• Chandigarh• Chennai• Hyderabad• Kochi• Mumbai

Price High price=high quality

1. Porsche Boxter- Rs.57.26 lacs to 82.17 lacs.2. Porsche Cayman- Rs.62.02 lacs to 93.99 lacs.3. Porsche 911- Rs.1.15 cr to 2.89 cr.4. Porsche 918 Spyder- Rs. 6.43 Cr.5. Porsche Panamera- Rs. 1.26 cr to 1.83 cr.6. Porsche Cayenne- Rs.62.91 lacs to 1.42 cr

Promotion Engineered for magic. Everyday.

• Shifting to consumer focused advertising T.V., Print, Direct mail• Advertisement in Newspaper, Automobile

Magazines etc• Participating in more Automobile Exhibition.

Segmentation

Targeting

Positioning

Market Segmentation

Segmentation Demographic Segmentation

• Age: Anyone above 18 years having a driving license.

• Income : High income Group

Geographic Segmentation

• Cities : Initially Metros, further expanding into Semi- Urban Markets.

Psychographic Segmentation

• Someone who lives a fast paced life, whose constantly on the move.

Target Markets

• People who are sports enthusiasts.

• Have passion for sports car.

• People who believe in heritage.

• Rich businessmen and Royal families

Porsche Positioning

High

High Quality

Price

PriceLow

QualityLow

Porsche Positioning

High

High Quality

price

priceLow

QualityLow

•High Priced-High Quality-Exclusive Sports Cars

•Dream it. Experience it.

• Car manufacturer for elite and extremely prosperous customers

Basic Model-MNCInvest and

GrowSelectively

Grow

Maintain Harvest DivestMarket

Attractiveness

Product’s performance

H

H

L

L

Marketing Strategy

• Coming up with innovative models.• Core Competency of all the Porsche products

is Performance.• Target marketing towards younger consumer• Product Placement in Various things like

movies, music videos, Gaming Industry etc.

Advertising Strategy

• Advertising Campaigns through the conventional media

• Enhancing Company Value through various CSR measures

• Participating in various Popular Racing Events

Consumer Focus• Marketing the practicality of Porsche• Targeting consumer values• Breaking from traditional

performance driven advertising Consumer.

Consumer Behaviour• Object of Purchase:- Luxury Cars• Objective of Purchase:- Status and

Sophistication• Organization of Purchase:- High Income and

Royal Families• Occasion of Purchase:- Necessity, lover of cars

and any other Occasion• Outlet of Purchase:-Centrally Located Retail

Outlets in Metro cities and semi-Metro cities

SWOT Analysis

Strength

1.Brand presence and reputation across globe2. Few car models but wide range of variants. Hence, gets an advantage of brand extension3. Is a popular brand in the racing as well as the gaming industry

Weakness

1. Lacking presence in middle income segment which is expanding at a phenomenal rate

2.Very high maintenance and running cost in an extremely competitive luxury car market

Opportunities

1. Capitalize on exclusivity and increase sales2. Future generation and concept cars3.Increasing manufacturing facilities and

distribution as well as servicing network

Threats

1. Government policies in some countries2. Impending recession which may decrease

purchasing power3.Intense competition from automobile giants