CASE STUDY 1 : PORSCHE

Questions and Answer :

1. Before you read this case, did you believe that Porsche cars were meant to be
driven every day or only for special occasions? Explain your answer.

In my opinion, Porsche cars were meant to be driven every day and can also be driven
to a special occasions.

First of all, the car companies have been desperately provide maximum
satisfaction through Porsche cars to customers. With very high prices, of course, the
satisfaction and comfort is accentuated by the car before the train entered the world
market. If they are taken every day by users, they will not be sorry if this car gives a
different twist to it because for some people who think that this car gives a negative
reaction as proud of themselves, of course they will be driving this car on top road
every day because there is another segment that lacks the ability to look at the Porsche
car. If they only keep the car in the collection, of course, everyone will underestimate
him. Furthermore, there are people who love nature and ripple prides itself when
receiving goods that are not affordable by everyone else.

For some, there is that kind of love to bring this car only in special places.
Chances are they are very concerned about the luxury car brand car Porsche they
consider this is a very valuable asset. In this way, they can change the perspective of
some people who can afford to buy a car in this car that is one of the most expensive
cars and not anybody who can afford it.

2. Since it was founded in 1931, the core of the Porsche brand was “outstanding
engineering tradition and versatility.” How does the “everyday magic” campaign
fit within the core’s three elements?

These three elements are very consistent with the campaign launched by Porsche in
which the campaigns aired showing outstanding engineering, traditional and
versatility. For the first time, Porsche is challenging many Americans’ perception of
Porsche sport cars and in particular the 911 in a new campaign launching today. The
Engineered for magic everyday campaign seeks to show the many dimensions of the
 iconic Porsche 911 and the brand other storied sports car through the lens of daily
driving. When most people think of Porsche, they think magic and the cars are
versatile for everyday use. It doesn’t necessarily have to compromise their status as a
luxury car brand. On the contrary, the most basic Porsche models are actually not
even that much more expensive than the top classes of ‘everyday’ car maker such as
Nissan and Mitsubishi, but the brand image associated with a Porsche is an entirely
different one. If one drives a Porsche, even the most basic model, it’s so much
‘cooler’ and more ‘impressive’ than most other, non-luxury car brands. As long as
Porsche continues its expensive models as well I don’t see a danger in making its
lower end lines more appealing for ‘everyday use’.

3. Was the campaign designed to reposition the Porsche 911? Explain your answer.

In an effort to reposition the Porsche brand to expand into different, but similar
markets the company has introduced the “Engineered for magic, every day”
campaign. The campaign primarily uses the 911 to reposition the brand for everyday
use. The results have seen Porsche 911 sales increase 35% according to Cramer
Krasselt. The Cayenne, Macan and Panamera provide Porsche with the ability to
extend the brand with vehicles better suited for everyday use.

Porsche’s innovative strategy to expand consists of introducing models

expanding the product line up that are not directly a sport car with introductions of
sport cars directly aligned with its heritage. Porsche provides an intelligent and
effective balance of market expansion for the brand while remaining true to its
Porsche heritage especially critical for the loyal Porsche consumer. The introduction
of the Macan crossover utility vehicle with the 918 Spyder supercar provides evidence
of this strategy. The essence of peak performance designed to excite your everyday
driving and lifestyle provides an appropriate positioning statement considering the
repositioning of the brand. The slogan captures the essence of the Porsche brand
remaining consistent with its heritage and conveys the repositioning of the company.

4. Although not stated overtly, the campaign targeted two segments. Which ones?
Explain your choices.
 The campaign targeting a younger audience and females. The age demographic rose
from an average age of 48 in 2007 to an average of 51 in 2012. Porsche’s targeted
marketing efforts focus on reducing the average age of the Porsche owner and
increasing the number of female owners. Porsche provides an example of an
automotive icon focusing on demographics using age and gender. The “Engineered
for magic, every day” campaign, in part target women with an image of a mother in a
Porsche 911 in front of a school with the text reading school bus. Additionally,
Porsche uses tennis star Maria Sharapova as a spokesperson to engage a younger
female audience. The results in the last two years indicate a growth from 8% to 15%
in female purchasing the Cayenne CUV and Panamera four-door sport sedan
primarily.

5. Find three print ads for the “everyday magic” campaign (available online) and
evaluate their persuasive effectiveness. Do you find any of these ads
“unrealistic?”. Explain.

I didn’t find any of the ads is unrealistic because when we think about the Porsche
brand, we generally associate them with characteristics such as class, exclusivity,
luxury and performance. The “everyday magic” campaign therefore not only
emphasizes the luxurious qualities of the vehicles, but also highlights characteristics
not usually associated with sport car.

A combination of videos, user-generated content and cool artwork help to

make the messages more legitimate and believable and of course not unrealistic. The
sport cars are portrayed in ways such as “the world’s coolest school bus” and “safe
enough for three kids; durable enough for the Swiss Alps.”

As example, the prints ads for the “everyday magic” is a yellow 911 picks up
two (little) boys from school, they crawl in the back and a Porsche Caymnan’s front
trunk swallows a couple bags of grass seed (perhaps or perhaps cement, Porsche isn’t
clear) from a big box home supplies store. I can say that, Porsche 911 is a school bus,
the latter and a Cayman as a pickup truck. In a print ads, a Porsche is even shown
driving away in the snow. Take that, “always-garaged” used Porsche ads.
 It’s the only car in the world that combines true sports car exhilaration and the
drivability for daily use. The challenge here was to tell the truth of the drivability of
the car and still make it feel as special as it really is.

6. How would Porsche determine whether the campaign’s objectives were

achieved?

The limited campaign reached almost 1,000 Beverly Hills shoppers over 10 days.
More importantly, it reached its new target demo- the average price of the car that
drove through was nearly equal to the cost of the Macan and over half of the cars that
were transformed were the Macan’s direct competitors. And beyond seeing a lift in
social buzz among young professionals, Porsche sold out its first run of the Macan.

Porsche is proving it really has no substitute, as the quintessential sports car

brand captures more female drivers and sets one sales record after another. During the
first seven month of 2013, Porsche’s sales rose 31%, according to the Automotive
News Data Centre, the biggest gain for any car brand. Within that performance was
Porsche’s best July ever, with sales rising 36% and the automaker is on track to
shatter its North American sales record of 35,043 vehicles set last year, which
represented a 21% jump from 2011.
CASE STUDY FOUR : Keystone Light/Miller Coors “Canhole”

1. How would this promotion help achieve any of the company’s objectives?

Canhole promotion will help to increase overall Keystone light brand engagement by
attract consumer to buy their product before can play this battle game of “Canhole”.
Customer need to buy a box of Keystone Light beer before can play this game. They
can use the drink cans as the main items to throw into the hole that was include at top
of the box. This kind of games will help to increase interactions, acceptance and
sharing by consumer because this game can be play with all categories of people such
as family members and friends.

2. How can Cruisers use Canhole to connect with others on the Internet and social
networks? How can the company encourage the Cruisers to do so? How does
Maslow’s Hierarchy of needs applicable to this situation?

Cruisers use Canhole to connect with people on Internets and social network by attach
this game through Keystone website and challenge others who play the same game on
the same times. It will give opportunities to Cruisers to communicate and build new
relationships as be friends in social media after get involved in this game.

3. Apply the concept of product involvement to the Canhole promotion and the
second objective.

Concept of product involvement will help to increase overall Keystone Light brand
engagement to help establish a purpose and personality of Keystone Light’s new
brand character in order to increase interaction, acceptance and sharing by customers
because customer will remember the brand that give them twice value such as they
can eliminate their thirsty by drink beer and plays some funny game.

4. Suggest “cross merchandising” opportunities for Canhole. That is, getting

marketers of products that Cruisers might consume during Canhole games to
participate in the promotion. Explain your choices.
 Some of “cross merchandising” products for Canhole are Beer Jerky products. This
will getting marketers of products that Cruiser might consume during Canhole games
to participate in the promotion. This is because Beer Jerky is suitable and match with
beer. Its will help Beer Jerky company to increase their sales with them.

5. List and discuss three likely personality traits of the Cruiser.

A Cruisers someone who like to play a game that give them fun for long time and
they don’t feel bored when play it alone or plays it with friends. Beside that, a Cruiser
can be a person who take their friendships with friends because they like to splendid
tie with his buddies, telling jokes and not acting like his age especially while drinking
beer. A Cruisers can be a person that have brilliant idea to make a trick to beat their
friends while plays this kind of game.

6. Develop a psychographic profile of the Cruiser.

A Cruisers usually a young man who doesn’t have a lot of money, adventure person,
simple person with basic need, unmarried or lonely person.

7. Looking at the PRIZM groups’ descriptions online, select three segments that
are likely to include a large number of Cruisers. Explain your choices.

A cruiser maybe a students which are in college or universities that like to spend their
weekend day with hanging out or stayed at room with their best friend. A Cruiser
maybe in adult categories that like to drink beer when feel bored or enjoyed to drink it
along with their best friend while watching movie or singing. A cruisers maybe can be
old folks that only spent their old time with doing something fun that suitable for their
age.