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