Marketing Presentation
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The document provides an overview of Porsche's history and marketing strategy, highlighting its evolution from producing military vehicles to luxury automobiles. It discusses the buyer decision process for traditional Porsche customers and contrasts it with the decision process for newer models like the Cayenne and Panamera. The document also addresses the development of customer attitudes toward the brand, emphasizing the importance of maintaining exclusivity and high performance to foster positive perceptions.
Marketing Presentation
- 1. Tutor: Mrs. Kim Ngan Group 5: Nguyen Cao Ky Do Ha Thu Nguyen Minh Duc
- 2. Guarding the Old While Bringing in the New
- 3. •Porsche Background1 •Case Study2 Today’s Overview
- 4. Porsche BackgroundCompany: (Automobile Industry) Porsche Automobile Holding SE Founder • Ferdinand Porsche (in 1931) Owner • Porsche Family & Qatar Investment Authority (10%) First two decades, the company built Volkswagen Beetles of Germany citizens and tanks and Beetles for the military. 356 and 911 :the design of elegant look =>increasing sale In 2014: workforce of 32,307, selling 623,000 new vehicle and generating 17.1 billion euros
- 5. Analyze the buyer decision process of a traditional Porsche customer? Question 1:
- 6. Need Recognition The consumer recognizes a problem or need
- 7. Information Search • The consumer is aroused to search for more information • The consumer may simply heightened attention or may go into an active information search.
- 8. Alternative Evaluation The consumer uses information to evaluate alternative brands in the choice set.
- 9. Purchase Decision The buyer’s decision about which brand to purchase.
- 10. Post- purchase Behavior Consumers take further action after purchase based on satisfaction/ dissatisfaction with a purchase.
- 11. Post purchase Behaviors Purchase Decision Alternative Evaluation Information Search Need Recognition The consumers already know the exclusivity and highly reputation of Porsche’s unique and distinctive productions. Skip
- 12. Question 2: Contrast the traditional Porsche customer decision process to the decision process for a Cayenne or a Panamera customer?
- 13. Cayenne - A five seat mid- sized luxury crossover - 5 doors SUV Panamera - A full sized luxury car - 5 doors fastback Changes in marketing decision making process
- 14. First three steps are NOT skipped Need recognition : Customer still recognize the problems and needs Information search: Customer find out some information of 2 new car series Evaluation of alternatives: Consumers use information to evaluate alternative brands
- 15. Question 4: Explain how both positive and negative attitudes toward a brand like Porsche develop. How might Porsche change customer attitudes toward the brand?
- 16. Negative Attitudes Positive Attitudes The customer who can afford will have positive side views. Create own exclusivity and maximize the utility and satisfaction. Separate the lower and middle class social status even for upper lower. The price is high, thus, only certain people could buy the car. 914,924 &944 models: high price but underperforming Production image: become numerous but not niche.
- 17. Porsche changes customer attitudes toward the brand Porsche keeps them into a balance emphasizing the image of high performance as it was known exclusively worldwide by the brand.
- 18. Summary • Porsche Background • Answer 3 Questions