Analysis Of Porsche’S Marketing Campaigns
At the core of Porsche AG’s value are a strict set of rules that define how they present themselves in business. This includes Integrity in Business Life, Ombudsman System, Responsibility for Compliance. This is a strength that affects demand because people want to invest their money in a company that is good to their employees.
Porsche’s commitment to its organizational stakeholders is clearly laid out on their website, detailing their focus on environmental norms and charitable contributions. Porsche SE currently supports organizations such as the German women’s national tennis team, the Stuttgart Ballet, and multiple charity organizations designated to aid in better living for the less fortunate both locally and globally. The company is also continuing supporting the bees by, “…introducing another 1. 5 million honey bees to the factory's off-road site. The 132-hectare nature area is now home to around three million bees”. Their actions towards environment protection positively affect consumers desire to support this brand with this purchase. Consumers today want to own products that are good to the earth. Porsche entered the age of social media marketing by encuring customers to share their experience and reviews online. Porsche uses the, “…content curation tool Storystream to steer these efforts and builds microsites that give fans a holistic view of what’s being said about certain car launches of campaigns worldwide”.
Additionally, they have been improving their advertisement since 2011 by increasing their visibility through television, internet and direct mail. Porsche has also launched, “…the world’s first fully responsive online Car Configurator and is refining its customer care offering online to adapt to customers expectations of greater convenience and ease of use”. The online convenience has increased the positive demand by creating a comfortable place to buy a vehicle. Though this company sounds great and attracts lots of attention there are some weakness. The first one is the price tag. At a starting price of $ 61, 000 for a 2018 Porsche Macan and $183, 000 for an entry-level 2018 Porsche 911 4S, it is not the most affordable vehicle on the market.
Demand for this product is negatively affected. Another issue is the image that this vehicle is meant for rich businessmen. Porsche is looking to change this image and is doing so through The Everyday Magic campaign by trying to emphasize that Porsche can not only be a luxury vehicle but also an everyday work-and-home car. The company is also working to attract more customers from different market segments such as female drivers. This new direction in marketing is expanding the market of consumers that are interested in buying a luxury automobile. Mission E is set to begin production in late 2019. This is probably the greatest strength and weakness this company has at the moment. It is a strength because there are responding to the market demand. But a weakness because the price tag is astronomical causing a negative demand for the product due to cheaper alternatives on the market.
Porsche SE (and Porsche AG) has a long-standing history of innovation, excellent sales numbers, and a high degree of brand recognition. The interior environmental analysis has revealed that Porsche AG is very in tune with their customer base. They have success with marketing campaigns and new models, run a sustainable business, and appear to be fair to be employees. This company understands its strengths and structures its, current, marketing campaigns to reflect that.
