How to Leverage Behavioral Science Insights for Direct Mail Success
Porsche case of marketing
1. PORSCHE: THE CAYENNE
LAUNCHE
Presented To:
• Prof. Narendrababu
Presented By:
• Anuj Gilra
• Alok Kumar
• Amit Singh
• V. Sandeep Kumar
• Inderjeet Singh
2. TIME LINE
In 1931, Porsche was founded by Ferdinand Porsche
In June 1948, the company launched Porsche 356
Porsche 356 was the 1st car under Porsche brand
name
In 1953, they launched their first racing car Porsche
550
3. TIME LINE
In 1964, the launched Porsche 911
In 1970, Porsche and Volkswagen collaborated and
launched Porsche 914
In 2002, Porsche produced the sport utility vehicles which
is Cayenne
5. Over saturated sports car industry
Launching Porsche Cayenne (SUV)
Customer attitude towards the brand
Entry from niche market to mass market
PROBLEMS
7. STRENGHTS
Company image and brand name are well
established and well known
Smoother driving experience
Powerful engine
Classy advertising
Engineering capabilities
8. Strong competition in SUV markets, means limited
market shares
Higher reliance on the US markets
Not diversified
Small in size and revenue compared to competitors
WEAKNESS
9. Leverage Porsche to expand product line
Implement innovative features to face
competition
Increase in manufacturing units to penetrate
in domestic markets.
OPPORTUNITIES
10. Government regulation policies
Impeding recession
Intensive competition from automobile giants
catering to the elite class
Declining core market sells
Foreign currency fluctuations
THREATS