Bus330 Principles of Marketing
Brand Building and Consumer Decision Making
April 11, 2012
The Porsche has always been a niche brand that makes cars for a small and distinctive segment of automobile buyers. “ The Porsche brand was created in 1931 by Ferdinand Porsche the man known for making the original Volkswagen Beetle one of the successful car designs of all time”(Kotler & Armstrong,2010). Porsche began selling under its own name in the 1950’s, but not many cars were sold. The Porsche was considered a car for show and pleasure not a need. I will discuss how Porsche is a car purchase for show for mostly wealthy customers.
Porsche customers purchase their cars for enjoyment purpose it is rare that the purchase is thought out by the price of the car. The traditional Porsche customers makes their purchase based on wants because of the brand and how the car is made. The Porsche was original made as a two door sports car which only the wealthy could afford to buy them. Porsche sold many low price cars in the 70’s and 80’s because customers began using the adoption process. “The adoption process is the mental process through which an individual passes from first hearing about an innovation to final adoption” (Kotler & Armstrong, 2012). By the 1990 Porsche sales had plummeted, but Porsche would not go down without a fight. It recognized it errors and stop the production of the entry level models. It once again targeted the high end of the market in both price and performance. The U.S. has been the world’s biggest consumers of Porsches. The company thinks that China will be its biggest customers in the upcoming years. In 2002 Porsche jumped into the SUV market. They introduced the Cayenne vehicle. It had plenty of horsepower, but did not feel like a SUV it drove like a Porsche. The Panamera S Hybrid was yet another car to join Porsche. The Panamera is the key to the impressive fuel economy with the ability...