In this case will study the challenges of changing consumer perceptions in a long term, with a limited marketing budget, and how the marketing analysis can provide a best decision.
About the company:
Start the selling cars in 1948 with the “356”
Its most popular car was the 911
2002: introduction of the Cayenee, sport car line
Products in Canada (2008): Boxster and Cayman (entry-level, midengine -$55,000) , 911 (premier model - $120,000), Panamera (first four doors - $110,000), Cayenee (families seeking luxury and practicality $70,000)
Porsche is a high-end luxury car brand
Known by the luxury and performance-oriented cars
For the consumers has the most prestigious car available
About the Market:
Male, 45 years old, in a high income bracket ($100,000 per year or more).
Such as: architects, consultants, doctors and lawyers
They interested in the Porsche’s rich heritage of technical excellent and high performance
In Canada is seen as a luxury item (second or third car of the family), with frequently washings and waxing.
The drivers: taken out infrequently and driven carefully
Canadians are a particular market, different from the Europeans and Americans
According the information from the article, there were approximately 24,000 Porsche owners in Canada (to date, 2009).
Problem recognized: “How can we encourage Canadians to drive their Porsche vehicle in winter?”
This problem was recognized when the director of Marketing noticed that the Canadians rarely drove their luxury car in the winter, and that affect the sales signified fewer sales in winter.
This occurred because of the following main problems that the consumers reported: luxury vehicles should not be driven in winter because the ice and salt sports cars generally perform poorly in winter conditions
It is not a good idea drive a luxury car during the winter where it could be scratched or