1. ME2024 Zhu Chu Sébastien Crespin Guillaume Favreau Xiaojia Hu Liang Huang Bo Peng Thursday 9 th December

2. 1.Company Portrait2.Brand Extension3.Brand Positioning4.Advertisement of Porsche Cayenne5.Brand Value6.Conclusion

4. German car manufacturer Founded in 1931 7.5 billion € of revenue 12000 employees 97515 vehicles sold in 2007

7. What is the targeted market of Porsche Cayenne ?  Top Guns 27 % of owners, Ambitious, power and control  Elitists 24 % of owners, old-money blue bloods, no matter for the price  Proud Patrons 23 % of owners, car is a trophy earned for hard work  Bon Vivants 17 % of owners, worldly jet-setters and thrill seekers, excitment  Fantasists 9 % of owners, car=escape, guilty of having an expansive car

8.  Membership of SUV category  Competitors : BMW x5Volvo xc90Lexus RX Mercedes ML63 AMG

9. Large carrier (5 adults and total comfort) High driving skills Ability to draw caravans, boats Luxury, HQ product Points of Parity social image of power, wealth, sport and freedom belong to a “driving elite” with « Porsche Attitude » Abstract consumer goals

10. Large carrier (5 adults and total comfort) High driving skills Ability to draw caravans, boats Luxury, HQ product Points of Parity social image of power, wealth, sport and freedom belong to a “driving elite” with « Porsche Attitude » Abstract consumer goals Functional benefit (know-how of Porsche) Emotional benefit (myth of Porsche) Points of 

11. S Efficient & effective production Strong portfolio project Strong Image W Increasing gas price No ecological image No economy of scale O Increasing market in emerging countries A new cooperation devlopment with VW T World wide financial crisis Weakness of the dollar