Porsche Cayenne S Hybrid Tip Lauren Henderson December 16, 2010 J320

Porsche Cayenne S Hybrid Tip A-Quad Attributes  Supercharged Gas/Electric V6  Many customizable features  23 Combined mpg  27 Gallon Fuel Tank  Green-friendly features  Comfort of an SUV, but has the precision of a sports car Attitudes  Sporty  Advance Technology  Unique  Day to Day Usability  Lightweight SUV  Precision  Drivability Allies  Brembo  BOSE®  Pirelli Tires  Burmester®  XM Satelite Radio  Sponsor: Women’s Tennis Association Adversaries  Cadillac Escalade Hybrid  BMW X6 Hybrid  Ford Fusion Hybrid  Mercedes-Benz ML450 Hybrid  Dodge Ram Hybrid  Tesla Roadster  Ford Escape Hybrid

Porsche Cayenne S Hybrid Tip Creative Work Plan  Consumer Problem: When consumer’s think of Porsche hybrid SUV is not the type of car that comes to mind. The consumers that tend to buy Porsches are looking for a sleek sports car, not a hybrid SUV. Porsche needs to focus its’ advertisement on the fact that this car might be a hybrid SUV, but it has the speed and precision of a sports car, while being good for the environment. Consumers also don’t realize how customizable these cars are, they have the ability to put in pretty much any feature they want, and make the car special to them. The advertisement really needs to hone on this customizable idea, so consumers know they are getting something that is one of a kind.  Call to Action: I want consumers to realize that by buying a Porsche they are getting everything they want in a sports car, it will be custom to their liking, and it is environmentally friendly. The people that are buying these cars have the money to spend, so I want advertisement to portray that they are getting a sporty, customized, green, machine of precision. I want the consumer to buy this car and love driving it.  “The Big Idea”: I want to still focus on my loyal customers and make sure they know they can get that sporty car they want from Porsche, but also can get more space and be green. I also want to attract to a knew customer, the family man/woman that has always wanted a sports car, but there isn’t room for the kids. It will allow Porsche to expand their customer base, because now the loyal customers have a sporty car to choose from, plus we will draw in this new group of people who have always wanted a Porsche but didn’t think it was plausible with a family. I don’t think this will hurt Porsche’s image in anyway. It will purely expand their customer base.

Porsche Cayenne S Hybrid Tip Creative Work Plan  Creative Strategy: The Porsche Cayenne S Hybrid Tip is one of the only hybrid SUV sports cars on the market. I want consumers to realize that they can have the speed and precision of a sports car, the space and comfort of an SUV, and be able to environmentally conscious with this hybrid option. I want consumers to drive this car and have joy people get from a sports car, while knowing that they are doing something good for the environment.  Brand Promise: The Porsche Cayenne S hybrid Tip is promising its’ consumers the speed, precision, and drivability of their sports cars; the space and comfort of an SUV; and the ability to be driving this car knowing they are helping reduce their carbon footprint. Consumers will have the ability to build their Porsche to their liking, so they will be driving their new car knowing that it is unique to them. With these qualities a Porsche Cayenne S hybrid Tip gives the best of all the worlds, so the consumer can drive around feeling confidant in there car and its impact on the environment.  Main Idea to Communicate: I want to focus on the cars precision, speed, drivability, comfort, and customization. All while making going green in a sports SUV the new ‘in’ thing to do. I want to communicate to the consumer that they are getting what they pay for; a car that is exactly what they want, it is going to last them, be safe, durable, and they will look good driving it.

Porsche Cayenne S Hybrid Tip Brand Strategy  Target: I want to target male and females who are middle aged and families of the middle- upper to upper class. These are people who have children but don’t want to be driving your stereotypical “soccer mom” vehicle. They are also people who want to be environmentally friendly but still want to be able to show off their socio-economic class through the vehicle they drive, and consumers who want space but the speed of a sports car.  Currently: Our current target market doesn’t think of a hybrid SUV when they think of Porsche, they think of sport cars. So, when looking for a hybrid car they turn elsewhere. The Porsche Cayenne S Hybrid Tip offers all of the qualities that a regular sport SUV (or the Porsche Cayenne S) would, but it is environmentally friendly.  Competition: The competition to the Porsche Cayenne S Hybrid Tip are other SUV hybrids and other hybrid sports cars. Some of the competitors are : Cadillac Escalade Hybrid, BMW X6 Hybrid, Mercedes-Benz ML450 Hybrid, Dodge Ram Hybrid, and the Tesla Roadster  Future: My advertising campaign will make the Porsche Cayenne S hybrid a top competitor in the hybrid SUV market, as well as; keep its status of a precision sports car.

Porsche Cayenne S Hybrid Tip Brand Strategy  “Big Idea”: The Porsche Cayenne S hybrid is a polished SUV with the qualities of a precision sports car, that was created to give people the space of an SUV and speed of a Porsche sports car. A person who drives a Porsche Cayenne S hybrid is person who is successful, has a stable income, and wants to show off their individuality (through the Porsche’s customizable features), but they also want to do something good for the environment.  Tone of Voice: Confidant and calm, but also active and motivated. I want to come across in a way that makes the consumer think that buying a Porsche is a good idea. I don’t want to be too overpowering with confidence, but I also want to be strong enough that the consumer knows I am serious about what this car can do for them.

Porsche Cayenne S Hybrid Tip Consumer Profile VALS SYSTEM  Innovators: Innovators are successful, sophisticated, take-charge people with high self- esteem. Image is important to Innovators, not as evidence of status or power but as an expression of their taste, independence, and personality. The innovators are Porsches current target market, and I would like to continue to appeal to them.  Achievers: Motivated by the desire for achievement, Achievers have goal-oriented lifestyles and a deep commitment to career and family. Image is important to Achievers; they favor established, prestige products and services that demonstrate success to their peers. Because of their busy lives, they are often interested in a variety of time-saving devices. The achievers are the new market I am trying to appeal to. With the Porsche Cayenne S Hybrid these consumers can show off their success, but it is still conducive to their busy lifestyles.

Porsche Cayenne S Hybrid Tip Consumer Profile Demographics  Age: years of age  Specifically families that are successful  Sex: Male or Female  Income: middle-upper to upper class

Porsche Cayenne S Hybrid Tip Integrated Media Strategy  Twitter:  Have “Twitter Exclusive” limited time offers for twitter followers:  Lower APR rates  Better Warranties  Upcoming Sales  Allow followers to post photos or videos of their individualized Porsche, and allow other followers to give feedback  There will also be a link on the Twitter homepage to the ‘Build Your Own’ Porsche Website  Facebook:  Customers will be able to post photos and videos of their customized cars  There will be a Porsche Cayenne S Hybrid group that allows customers and potential customers to ask questions about the car, give feedback, contact information to their local dealer, and a link to the ‘Build Your Own’ Porsche Website  The facebook page will also list all the upcoming deals and a link to the twitter page so they can become eligible for the “twitter exclusive” deals  ‘Build you own’ Porsche website will also be accessible

Porsche Cayenne S Hybrid Tip Integrated Media Strategy  Interaction with the Media:  Facebook and Twitter users will be able to follow links to get to deals exclusive to them. They will also be able to easily access the Porsche website so than build their dream Porsche. Facebook and Twitter followers will also be able to interact with the site and offer feedback, ask questions, write comments, and post photos and videos of their own Porsche Cayenne S Hybrids.  Measurement of Success:  The amount of friends added on Facebook, and the amount of fans for the Porsche group in the first 4 weeks will determine the success of the Facebook Media Strategy  The amount of followers and responses to ‘twitter exclusive’ deals in the first 4 weeks will determine the success of the Twitter Media Strategy  The amount of ‘twitter exclusive’ deals used in the first 4 weeks will also determine success  These things will be able to measure success because they are easily recorded, and it is information that will be easily attainable. If theses strategies are not successful, we will know immediately and will be able to immediately fix the media strategy