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Porsche Latin America & GrupoUno

Porsche Latin America & GrupoUno. Training Porsche Acceleration IV Case Studies San Jose, Costa Rica June 15, 2004. Contents. Objectives Case Studies: 2.1 Puerto Rico – Exhibition and Test Drive I 2.2 Puerto Rico – Exhibition and Test Drive II

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Porsche Latin America & GrupoUno

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  1. Porsche Latin America & GrupoUno Training Porsche Acceleration IV Case Studies San Jose, Costa Rica June 15, 2004

  2. Contents • Objectives • Case Studies: 2.1 Puerto Rico – Exhibition and Test Drive I 2.2 Puerto Rico – Exhibition and Test Drive II 2.2 Puerto Rico and Dominican Rep. – American Airlines Promotion • Recommendations

  3. 1. Objectives • To discuss the best Marketing activities held in the past quarter. • To explore how those activities can be held in different markets. • To share the lesson learned on each experience and how they could be improved.

  4. 2. Case Studies:2.1 P. R. Exhibition and Test Drive I Venue: • The Exhibition and Test Drive was held in the gated community of Los Altos de Montehiedra on Saturday, February 7th from 10:00am to 3:00pm • Home ownership from $500,000 up to $700,000 • Approx. 212 houses in the development. • Garage Europa provided 4 vehicles: Boxster, Carrera, Cayenne S and Cayenne Turbo.

  5. Venue: Residential Community Types of Residences

  6. Venue: Residential Community Recreation area

  7. 2. Case Studies:2.1 P.R. – Exhibition and Test Drive I Attendees: • Socio-Economic class: (A+), (A) and (B+). • Some of the residents are customers. • Residents were invited via invitation (delivered door-to-door) 5 days prior to the event. • Posters were placed in key common areas such as in the mail boxes and in the social gathering area. • The day of the event two more posters where placed; one at the entrance to the residence and one at the Visitors entrance (gate).

  8. 2. Case Studies:2.1 P.R – Exhibition and Test Drive I Attendees: • Total attendees: 35 residents. • 17% of the invitees attended the event. • More than 100 Test Drives were conducted (taking 3 test drives per person on average). • Some of them drove two, three or all four vehicles.

  9. 2. Case Studies:2.1 P.R. – Exhibition and Test Drive I Results: • Attendees have perception that Porsche vehicles begin at $100,000+. • The test drive and feel of the car helped change the potential customer’s perception. • Some of them are looking at the BMW X5 model as an option for their next purchase. • Some of them had no idea how great the Boxster and the Cayenne were.

  10. Exhibition

  11. Exhibition

  12. Exhibition

  13. 2. Case Studies:2.2 P.R. – Exhibition and Test Drive II Venue: • The Exhibition and Test Drive was held in the gated community Montehiedra on Saturday, May 29th from 10:00am to 3:00pm • Home ownership from $500,000 up to $1,000,000+ • Approx. 275 houses in the development. • Garage Europa provided 4 vehicles: Boxster, Carrera, Cayenne S (Grey and White).

  14. 2. Case Studies: 2.2 P.R. – Exhibition and Test Drive II Attendees: • Socio-Economic class: (A+) and (A). • Some of the residents are customers. • Residents were invited via invitation (delivered door-to-door) 5 days prior to the event. • Posters were placed in key common areas such as the social gathering area, the gate, and at the administrative offices. • One week prior to the event, an invitational banner was placed near the gate entrance.

  15. 2. Case Studies: 2.2 P.R. – Exhibition and Test Drive II Attendees: • Total attendees: 25 residents. • 9% of the invitees attended the event, even though it was a holiday weekend (Memorial Day). • More than 65 Test Drives were conducted (taking into consideration that each person tested more than one car).

  16. P Banner Placed at main entrance

  17. Poster Placed at various locations

  18. Exhibition

  19. Tent

  20. Registry

  21. Models

  22. Exhibition

  23. Exhibition

  24. Exhibition

  25. Exhibition

  26. 2. Case Studies: 2.2 P.R. – Exhibition and Test Drive II Results: • Attendees have perceptions that Porsche vehicles begin at $100,000+. • The test drive and feel of the car helped change the potential Customer’s perception. • Some of them had no idea how great the Boxster and the Cayenne are. • Most families were attracted to the Cayenne. • Attendees carried their licenses and gave the number at registration (data base).

  27. 2. Case Studies:2.3 P. R. and D.R. American Airlines Promo Objective: • To increase sales through an offer with American Airlines (AAdvantage Miles) for to buy a Boxster M03. • Dealer agreed to award 100,000 AAdvantage miles • Media buy and placement handled directly by PdPR and PdDR.

  28. Boxster AAdvantage Promo Puerto Rico January 2004

  29. 2. Case Studies:2.3 P. R. and D.R. American Airlines Promo Results: • Dominican Republic sold 2 out of 3 units. • Puerto Rico did not sell any of their units until now through this promotion

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