case study: porsche
DESCRIPTION
Case Study for Porsche in Principles of Marketing Fourteenth edition by Philip Kotler and Gary Amstrong.TRANSCRIPT
PRESENTER
AZRUL AZMI
ANG YE HAN
RADZIAH RAHMAT
INTRODUCTION
INTRODUCTION
Company: (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.
Analyze the buyer decision process
of a traditional Porsche customer
Postpurchase Behaviour
Purchase Decision
Alternative Evaluation
Information Search
Need Recognition
Need Recognition
The first stage of the buyer decision process, in which the consumer recognizes a problem or need.
Information Search
The stage of the buyer decision process in which the consumer is aroused to search for more information; the
consumer may simply heightened attention or may go into an active information search.
Evaluation of Alternatives
The stage of the buyer decision process in which the consumer uses information to evaluate alternative brands in
the choice set.
Purchase Decision
The buyer’s decision about which brand to purchase.
PostpurchaseBehavior
The stage of the buyer decision process in which consumers take further action after purchase based on their satisfaction
or dissatisfaction with a purchase.
Post purchase Behaviors
Purchase Decision
Alternative Evaluation
Information Search
Need Recognition
Porsche’s customers skip three decisions process, and go right to the purchase
decision.
Basically, the consumers go through all the buyer decision process when they face a new and complex purchase situation.
The consumers already knows about
the exclusivity and highly reputation of
their unique and distinctive
productions.
Contrast the traditional Porsche customer decision process
to the decision process for
a Cayenne or a Panamera customer
Cayenne
Is a five seat mid-sized luxury crossover.
5 doors SUV.
Panamera
Is a full sized luxury car.
5 doors fastback.
Postpurchase Behaviour
Purchase Decision
Alternative Evaluation
Information Search
Need Recognition
The customer always bear in their mind that Porsche is “the one and only” car with the exclusivity and highly distinctive.
Which concept in the chapter explain why Porsche sold so many lower-
priced models in the 1970s and 1980s
Adoption Process
Awareness Interest Evaluation Trial Adoption
Explain how both positive and negative attitudes toward a brand like Porsche develop. How might
Porsche change customer attitudes toward the brand
NegativeAttitudes
PositiveAttitudes
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.
Production image: become numerous but not niche.
Porsche should keep the image of high performance as they were known exclusively world wide by the brand.
What role does the Porsche brand play in
the self-concept of its buyers
Social Class and Group
(Upper Class)
Upper Uppers
Middle Uppers
If the price is affordable to all people, it will destroy the high level social status of the brand.
Porsche has appealed to a very narrow segment of financially successful people as the price was very expensive due to the good quality.
Porsche manage to create a brand of exclusivity and uniqueness without the argumentation from others. Next, put their buyer in their own class of exclusivity.
Thank You
Question & Answer Session