Porsche 911| The Big Idea!

MKT 509 Presented By

Consumer Behavior Awais Khan
IoBM - City Campus Safi Ur Rehman
27th January 2017
 Porsche 911 :
Irrational. Awesome.

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 Porsche 911 :
A Champion.
• In 1999, it placed 5th in car of the century
award (Global Automotive Elections
Foundation)
• In 2008, #6 sports car (sports car
international)
• In 2012, #2 Automobile magazines
‘coolest cars’

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 Porsche 911 :
A Mark of Reverence.

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 Porsche 911 :
Too Perfect.

From 2007 to 2011, sales of Porsche 911

dropped by 54%.

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 The Study:
Hypothesis

“Porsche 911 is socially unacceptable”

– Porsche 911 is exclusive
– Porsche 911 is revered
– Economic turmoil

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 The Insight
The hypothesis was wrong.

Buying a Porsche wasn’t socially

unacceptable; it was personally
unjustifiable.

An $80,000+ toy!

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 The Challenges
• Bringing back the Porsche 911 on the
consumer’s radar.
• Achieving it before the launch of the new
Type-991.
• Doing it without investing in major
pricing and promotion programs.

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 The Objectives
• Making the Porsche 911 and other mid
engines models (Cayman, Boxster)
relevant and worth their price.
• Making people believe that the Porsche
can a be a an everyday car instead of a
weekend car.
• Reaching new consumers.

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 The BIG Idea!

The Campaign: Engineered for

Magic — Everyday

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 The Execution
• Showcasing Porsche 911 in unexpected
ways.
• Sharing Porsche 911 stories — from
enthusiasts to future owners.
• Harnessing the power of media to win-
over skeptics.
• Reinventing the dealer experience.

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 The Results
• Increase Sales (US).
– In 2011: 6016 Units Sold.
– In 2012: 8528 Units Sold.
– In 2013: 10,442 Units Sold.

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Improved Brand Perceptions

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…while remaining a sports car

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Increased Consumer Interest

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 The Study: Question #1
• Before you read this case study, did you
believe that Porsche were meant to be
driven everyday or only for special
occasions?

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 The Study: Question #2
• Since its formation, the core of the
Porsche brand was ‘outstanding
engineering, tradition, and versatility’.
How does everyday magic fit with these
three elements?

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 The Study: Question #3
• Was the campaign designed to reposition
Porsche 911?

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 The Study: Question #4
• Which two segments did the campaign
target?

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 The Study: Question #5
• Which two segments did the campaign
target?

– Ad-1
– Ad-2
– Ad-3

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 The Study: Question #6
• How Porsche can determine the success
of the campaign?

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