Marketing Analysis of Porsche Cayenne

ME2024

Zhu Chu Sébastien CrespinGuillaume FavreauXiaojia Hu Liang Huang Bo Peng Thursday 9th December

Table of content1.Company Portrait

2.Brand Extension

3.Brand Positioning

4.Advertisement of Porsche Cayenne

5.Brand Value

6.Conclusion

Introduction

Company Portrait : some figuresGerman car manufacturer

Founded in 1931

7.5 billion € of revenue

12000 employees

97515 vehicles sold in 2007

Company Portrait : the cars

Brand Extension

What is the targeted market of Porsche Cayenne ? Top Guns

27 % of owners, Ambitious, power and control Elitists

24 % of owners, old-money blue bloods, no matter for the price Proud Patrons

23 % of owners, car is a trophy earned for hard work Bon Vivants

17 % of owners, worldly jet-setters and thrill seekers, excitment Fantasists

9 % of owners, car=escape, guilty of having an expansive car

Brand Positioning: fundamentals

Brand Positioning: Frame of reference Membership of SUV category

Competitors :

BMW x5 Volvo xc90

Lexus RX Mercedes ML63 AMG

Brand Positioning: Frame of reference

• Large carrier (5 adults and total comfort)• High driving skills• Ability to draw caravans, boats• Luxury, HQ product

Points of Parity

• social image of power, wealth, sport and freedom

• belong to a “driving elite” with « Porsche Attitude »

Abstract consumer

goals

Brand Positioning: Frame of reference

•Large carrier (5 adults and total comfort)•High driving skills•Ability to draw caravans, boats•Luxury, HQ product

Points of Parity

•social image of power, wealth, sport and freedom

•belong to a “driving elite” with « Porsche Attitude »

Abstract consumer

goals

•Functional benefit (know-how of Porsche)•Emotional benefit (myth of Porsche)Points of

Brand Positioning: SWOT Analysis

S

•Efficient & effective production

•Strong portfolio project

•Strong Image

W• Increasing gas price•No ecological image•No economy of scale

O

• Increasing market in emerging countries

•A new cooperation devlopment with VW

T•World wide financial crisis

•Weakness of the dollar

Advertisement of Porsche Cayenne

Brand Value

Conclusion