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    PORSCHE

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    Vaibhav Arora
    The document discusses Porsche's "Everyday Magic" marketing campaign from 2010-2020. [1] The campaign aimed to change perceptions of Porsche cars from luxury weekend vehicles to everyday vehicles by highlighting interior comfort upgrades and new SUV models. [2] It featured everyday scenes of Porsches being used for school pickups and errands to show their versatility. [3] The campaign targeted both potential customers who could afford a Porsche but were unsure about the value, as well as women buyers, to expand beyond enthusiasts.

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    © All Rights Reserved
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    PORSCHE

    Uploaded by

    Vaibhav Arora
    41 views15 pages
    The document discusses Porsche's "Everyday Magic" marketing campaign from 2010-2020. [1] The campaign aimed to change perceptions of Porsche cars from luxury weekend vehicles to everyday vehicles by highlighting interior comfort upgrades and new SUV models. [2] It featured everyday scenes of Porsches being used for school pickups and errands to show their versatility. [3] The campaign targeted both potential customers who could afford a Porsche but were unsure about the value, as well as women buyers, to expand beyond enthusiasts.

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    PORSCHE (002)

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    The document discusses Porsche's "Everyday Magic" marketing campaign from 2010-2020. [1] The campaign aimed to change perceptions of Porsche cars from luxury weekend vehicles to everyday vehicles by highlighting interior comfort upgrades and new SUV models. [2] It featured everyday scenes of Porsches being used for school pickups and errands to show their versatility. [3] The campaign targeted both potential customers who could afford a Porsche but were unsure about the value, as well as women buyers, to expand beyond enthusiasts.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    41 views15 pages

    PORSCHE

    Uploaded by

    Vaibhav Arora
    The document discusses Porsche's "Everyday Magic" marketing campaign from 2010-2020. [1] The campaign aimed to change perceptions of Porsche cars from luxury weekend vehicles to everyday vehicles by highlighting interior comfort upgrades and new SUV models. [2] It featured everyday scenes of Porsches being used for school pickups and errands to show their versatility. [3] The campaign targeted both potential customers who could afford a Porsche but were unsure about the value, as well as women buyers, to expand beyond enthusiasts.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    You are on page 1of 15

    Consumer

    Behaviour

    Presentation
    Group 1
    CASE STUDY
    Change Brand Perception:

    ● What to do, to make the


    product worth buying at the
    times of economic slowdown ?
    Do you believe that Porsche
    cars are meant to be driven
    every day or only for special
    occasions?
    What people are saying
    If I buy a porsche, It’s a great third It’s definitely a
    when would I drive car, but not a daily great sports car, but
    it? It’s not the time driver. it doesn’t have the
    to buy a weekend luxury I was
    toy. looking for.
    Quote from customers…... Customer feedback
    Milestones to a mile up….
    Major set back Stayed Royal segment
    54% people were not even putting No profound changes were
    porsche into their shopping list made into price.

    2010 2020

    Interior Comfort Every-day magic


    The company has worked New SUV models, helped
    majorly towards interior create an image of porsche
    luxury. as a brand of everyday use
    “outstanding
    engineering,
    tradition, and
    versatility.”

    How does the “everyday magic”


    campaign fit within the core’s three
    elements?
    “Magic of Porsche’s car is that how richly their cars
    transform your everyday routine driving.”

    “This is the only car in the world that merges true sports car’s
    excitement and the performance for regular use.”
    - (vice president) Porsche David Pryor Commented in the campaign
    Was the campaign designed to
    reposition the
    Porsche 911?
    YES…..
    The campaign through television,
    print, online, cinema promotion, etc.
    educated potential customers that it is
    worth spending their $80000

    … The campaign featured several


    Porsche wanted to increase everyday scenes in which Porsche
    its 911 model sales so it
    knew it had to reach beyond cars were used: parent picking kid
    its core enthusiasts and from school in Porsche 911, mom
    establish brand relevance
    clearing away snow from the
    windshield, etc.
    The campaign targeted
    two segments.
    Which ones?
    IF YOU INSIST ON
    . Porsche targeted the potential AIR
    customers that could easily afford
    Porsche but would not think twice
    CONDITIONING,
    will deciding to buy it YOU CAN ALWAYS
    . It started to go beyond its HIT THE TRACK
    enthusiasts and started to target
    women too.
    AND ROLL DOWN
    “Engineered for magic, Everyday”
    THE WINDOW AT
    160 Km / Hr .
    Answer through self analysis
    Are these ADS,
    Persuasive or unrealistic?

    Tip
    Remember. If something
    sounds like common sense,
    people will ignore it.
    Highlight what is
    unexpected about
    your topic.
    LIKE
    SERIOUSLY ?

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