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Porsche Case: Guarding the Old, While Bringing in the New
Transcript of Porsche Case: Guarding the Old, While Bringing in the New
Porsche appealed to financially succesful people
People buy Porsche because the car mirrors their self-image Unique company Managers of Porsche wants to know: - Who their customers are
- What they think
- How they feel The buyers decision process Low volume and increasingly fragment auto market Sold a few models, creating an image of excusivity Making decisions : Cayenne or Panamera? Porsche 914 1970 - Porsche began to worry Cheaper model for other classes Made for a differend type of costumers VS How the Loyalists were thinking about the 914 They never accepted the 914 as a real 'Porsche'.
The 914 users don't fit in the real owner profile.
Disappointment in the new strategy of Porsche : Mass over Class Questions for Discussion Positive and negative attitudes toward a brand like Porsche Positive:
Customer buying a Porsche wants to show their status and separate from the lower class. Negative
Customers are not satisfied with the produce image. 1. Analyze the buyer decision process of a traditional Porsche customer. What conclusion can you draw? 2. How does the traditional Porsche customer decision process contrast with the decision process for a Cayenne or Panamera Customer? 3. Which concepts from the chapter explain why Porsche sold so many lower-priced models in the 1970's and 1980's
Porsche should keep the image of their high performance and the behalf of uppersocial level of customer, who enjoy the experience of driving rather than transportation 4. Explain how both positive and negative attitudes towards a brand like Porsche develop? How might Porsche change consumers attitudes towards the brand? 5. What role does the Porsche brand play in the self-concept of its buyers? Answer 1 : It is the image of exclusivity that
is most important. They want their
car to represent how successful they
are. Answer 2 : A traditional Porsche customer is more
concerned about the way the car sounds, vibrates and feels.
A Cayenne or Panamera customer is looking for both family
car and speed. Answer 3 : Answer 4 : Positive attitude towards Porsche develops when Porsche gives a chance to show its costumer status in the society and separate them from the lower class. While negative attitude towards Porsche develops when the brand doesn’t represent the exclusivity and the customers are not satisfied with the produce image anymore.
Porsche can change consumer attitude by its performance in place of the consumers’ expectations, by high performance that keeps up the customer image high and unique, where they enjoy the experience of driving rather than transportation.
Answer 5 : Thank you for your time. * Cultural Factors (Social Class); having a Porsche is always means to upper social class, and having a Porsche could relate customer to an upper class level. In the 1970s and 1980s, Porsche created 914 which is lower price than ever.
* Personal Factors (Economic Situation); in 1970s and 1980s Porsche considered the people with the lower incomes, so they produced affordable vehicles based on the social class, the status, and the family needs of these customers.
* Psychological Factors (Beliefs and Attitudes); the perception of social need and esteem needs motive customer to the market of cheap sport car with an image of upper class.
According to the CEO of Porsche "If you really want to understand our customers, you have to understand the phrase, 'If I were going to be a car, I'd be a Porsche' ". So, they work hard to understand their customer’s feelings, demands, needs, and wants.
Porsche brand developed one's sensing of the self-concept, and the self-image of being successful and wealthy by:
1) Producing very unique and luxurious vehicles.
2) Focusing on the appearance of the vehicles more than the performance.
3) Focusing on designing vehicles that would reinforce the feeling of success, and reflecting the customers' high self-esteem, their roles, and their status.
Group Number:3 Have a nice day!