Porsche’s target market has been
rather specific. Future Porsche owners and current ones are part of a
luxury/sport enthusiasts group and with this label the price tag on a Porsche
steep. These individuals have been Porsche’s target market since the beginning.
And all people who want a company that has focused historically on performance
are lured to Porsche. Today, as other companies marketing environment are
changing rapidly, the opposite is happening with Porsche. That doesn’t mean
that they haven’t taking different approaches for campaigns and a great example
is “Engineered for Magic everyday” commercials. While Porsche stays the same
they understand broadening their message, which is something they haven’t done
before, will help the company solidify their luxury/sport enthusiasts.
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