Tiểu luận - marketing căn bản - đề tài - PORSCHE GUARDING THE OLD WHILE BRINGING IN THE NEW

 FERDINAND PORSCHE 1875 –1951  Born in Czech Repubic  He is best known for creating the first gasoline-electric hybrid vehicle... Contrast the traditional Porsche customer decision p

PORSCHE GUARDING THE OLD WHILE

BRINGING IN THE NEW

Princibles of Marketing

 1 INTRO

 FERDINAND PORSCHE (1875 –1951)

 Born in Czech Repubic

 He is best known for creating the first gasoline-electric hybrid vehicle

ALL THE TIME – VOLKSWAGEN

BEETLE

GERMANY

 1931 – 1950: Porsche produced

Volkswagen Beetles,tanks , Beetles for military

 1950s – 1960s: Porsche produced their own desgins

 Models: 356 & 911

 Feature air-cooled 4 & 6-cylinder “boxer”

 Unique & Dangerous characteristic

 Porscher presents their car to the

financially succesful people who have challenged style

 2002 Porsche Cayennes SUV

 Market target: America => China

 Maintain key concepts to understand customer needs

2 Contrast the traditional Porsche

customer decision process to the decision process for a Cayenne or Panamera customer ?

=> Cayenne and Panamera customers make information search while they are prefering those new models since they have slight different features

Cayenes

 A mid-sized crossover

model with 5 seats and

5 doors sport utility vehicle.

 New Design

Panamera

 Panamera is a full sized luxury car with 5 doors fastback.

 Traditional Design

 Traditional Porsche customer’s thinking

Not only utility, the reflection of owner’s self-image

=> Luxury Lifestyle due to its high price

Personal relationship with the car: sounds, vibrates,

control systems,…

=> Driving enjoyment

 Cayenne and Panamera customer’s thinking

Cayenne does not like other SUV, it’s still a Porsche and it has a big size & practicality

Owners still care about the car’s brand name.

3 Which concepts from the chapter explain why Porsche sold so many lower-priced models in the 1970s -1980s ?

1/ The customer want to have the models but they

do not have adequate information about these new models

2/ They learn what is new in the new models.

3/ They make assumption if it is worth trying

these products

4/ After trying new products, they adopt to these new models and Porsche makes so many sales.

improve current financial

situation maintained stable

- Porsche lose the satisfaction of existing customers

4 Explain how both Positive and Negative attitudes

toward a brand like Porsche develop How might Porsche change consumer attitudes toward the brand.

Positive

 Separate the lower

and upper class

exclusivity and

maximize the utility

and satisfaction.

can afford will have

positive side views.

Negative

 Production image: become unique but not niche.

 The price is high, thus, only certain people could buy the car.

 Porsche have to emphasize the image of

high performance as exclusively worldwide by the brand

 The price is very high due to good quality

Porsche creates a brand of exclusivity and

uniqueness without the argumentation from others

 Put their buyer in their own class of exclusivity.