School: Hanoi University (HANU, km9 Nguyen Trai, Thanh Xuan, Ha Noi, Vietnam) Department: Tourism Management Subject: Principles of Marketing Presenter: Nguyen Minh Duc

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