ABOUT THE BRAND PORSCHE

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.

Introduction• Porsche Company is well known in the auto world

: produces a quality, luxury vehicle that reflects each of its customer’s characteristics and personas

• The company focused on quality, rather than quantity.

• Between the 1950’s and 1960’s, Porsche had already become famous for a certain design, closely resembling the Volkswagen beetle.

Summary• Eventually went from being round-shaped, to having an

engine containing air-cooled four and six cylinder motors in the rear of the car in the popular 356 and 911 models

• This often gave the edgy, dangerous look and early Porsche owners gravitated towards and developed the edgy attitude.

–The brand remained exclusive to the few risk-takers, who preferred to keep it that way. Porsche was seen as highly luxurious and sporty, only the few financially able could afford it–Traditional Porsche owners bought the car

because it mirrored their lifestyle and life choices.

• Several factors influenced and explained why Porsche sold so many lower priced models in the 1970’s and 1980’s.

• The culture of the customers has a big part to play.

»Customers were already socialized and taught to believe; by owning a Porsche, there came not only certain benefits, but that they would also be respected and treated differently.

What role does the Porsche brand play in the self-concept of its buyers

If the price is affordable to custome, 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.

Cayenne

Panamera

A Consumers Behavior while choosing choosing from 2 different product of same brand that is CAYENNE or PANAMERA

Comparison and Contrast

• Contrast-Both the cars Cayenne and Panamera have comfort, and other preferred, traditional qualities of the Porsche, such as luxury and speed.But the customer will decide whether he wants speed or comfort in his car.

• Traditional Porsche customer would base their decision on originality, size and speed ,cost ,luxury

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Post purchase 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.

Cayenne

Is a five seat mid-sized luxury crossover.

5 doors SUV.

Panamera

Is a full sized luxury car.

5 doors fastback.

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 DecisionThe buyer’s decision about which brand to

purchase.

Finally the customer buys the car

Post purchaseBehavior

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

In this the customer will finally buy the product

In these three steps the customer will choose the best product from many by gaining all relevant information about the product he choose

The consumers already knows about

the exclusivity and high reputation of their unique and

distinctive product and its value to them.

Postpurchase Behaviour

Purchase Decision

Alternative Evaluation

Information Search

Need Recognition

The customer always bear in their mind that Porsche car is “the one and only” they will search all information about the car they choose .

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.

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