PORSCHE

PORSCHE

Analyse the buyer decision process of a traditional Porsche customerNEED RECOGNITION A buyer recognises a problem or a need triggered:Internal stimuli

External stimuli-Rounded and bubble shape (attractive)

-Air-cooled

-Four-six-cylinder boxer motors : swinging out when cornering hard-Exclusivity : financially successful people

Car mirros customer`s self-image

-A car is to be enjoyed, not just usedCHALLENGE OF DRIVINGINFORMATION SEARCHMarketers want to understand where do customers get their information1) Porsche is a strong drive

The daughter doesnt want to come home if her mother drives with any other car

2) Sources of information

-Personal sources: friends, family-Commercial: advertising, Internet

EVALUATION OF ALTERNATIVESMarketers want to understand how consumers evaluate alternatives

-No utility vehicles

-No importance on features (neither price, size, fuel economy)

-Buyers are moved by feeling, no information

-Development of a personal relationship with their cars

-Importance on car sounds, vibrates and feelsPorsche is a dream carPURCHASE DECISIONBuyers`s decision about which brand to purchase

Porsche extended its brand outside Different class of people could afford a Porsche (increasing of sales)Porsche loyalists considered these entry-level models to be cheap and underperformingFocusing atention on Nissan, Toyota, BMW (cheaper, so fast, high-end sports car offer-ings)PORSCHE BANKRUPCTYPOST-PURCHASE BEHAVIOURComparison between expectations and perceived performance

-Porsche once again targeted the high end of the market in both price and performance

-It became one of the last car companies to jump into the insatiable sport utility vehicle (SUV) marketContrast the traditional Porsche customer decision process to the decision process for a Cayenne or a Panamera customerCAYENNE

-Roughly 2,500 kg-Heavier than anything that Porsche had ever made-Featured an engine up front -First Porsche to ever be equipped with seatbelts for five-Does not behave or feel like an SUV-It drives like a Porsche (no entry-Ievel car)-Two-and-a-half ton beast that could accelerate to 60 miles per hour in just over five seconds -Corner like it was on rails-Hits 165 miles per hour-Five adults in sumptuous leather seats -No wind noise from the outside world-It could keep up with a Land Rover when the pavement endedPorsche had created the Porsche of SUVsPANAMERA

-Almost as big as the Cayenne -Can move four adults down the road at speeds of up to 188 miles per hour and accelerate from a standstill to 60 miles per hour in four seconds flat

PANAMERAVSCAYENNE3. Which concepts, explained in class during Unit 3, explain why Porsche sold so many lowe-price models in 1970s and 1980s?NEW PRODUCT: New line of lower-price cars.Adoption process:1.Need recognition 2.Information search 3.Evaluation of alternatives 4.Purchase decision5.Postpurchase behavior

(Asumme in a new product: 914)11SUCCESSFUL STRATEGYIncrease its sales goal 50%: 60,000 cars a year

Main reason?

Cultural factors: Porsche has high value and costumers want it.4. Explain how both positive and negative attitudes toward a brand like Porsche develop. How might Porsche change consumer attitudes toward the brand?

Brand attitude: Opinion of consumers toward a product determined through market research.Positive: -. Niche brand (small and distinctive). -. Seek costumer needs. -. Image of exclusivity. -. More than a utility car. -. Porsche buyers are moved by feelings.-. Insatiable sport utility vehicle (SUV)

Negative:

-. Expensive.-. Entry-Ievel models underperforming.-. Most loyalists never really accepted these models as 'real' porsches (which become numerous but not niche.) .5. What role does the Porsche brand play in the self-concept of its buyers?

Porsche brand plays a very important role in self-concept of its buyers. Creates luxury and special cars not for everybody jus for a few. When they sell a car they expect no less from their owners clothes they wear, the restaurants they go to and so on.

This type of people really see and think that they are part of exceptions. So the brand has generated its own customers.

Porsche cars as a var to be enjoyedTHANK YOU !