Changing Customer Perceptions Case Study

Customer perception of a brand is based on how the company positions its brand in the marketing to generate that impression in their minds. This positioning is based on the company’s market position and its competitors’ positions.

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The potential threat of new entrants is low as it costs high when it comes to producing a high performance car. The barriers to entry present a low threat to Porsche when it comes to a brand that could immediately match and threatens Porsche’s current brand and market share. The lack of research and development, the technology that was hone throughout the years for Porsche and the Brand recognition that was built throughout the years pose as a difficult and near impossible for any new brand to come into the market and have such an impact.

This paper presents a marketing plan for the Electric Car Corporation (ECC); a first mover in manufacturing an electric car in the United Kingdom. The paper starts with a brief introduction to the company, its product offerings, and areas of operations and then explains why a marketing plan is essential in the strategic planning process of an organization. Afterwards, the process of new product development at ECC has been discussed. The marketing plan starts with a comprehensive situational and SWOT analysis of the company as well as its new product offering. In this paper, the SWOT Analysis is done to analyze the company's core strengths, major weaknesses, potential opportunities and threats which can be helpful for its short term and long term marketing planning.

According to Keller(1993) the effective brand positioning gives a brand a competitive advantage or “unique selling proposition” that determines a reason why consumers are buying this product or service (Keller, 1993). Similarly, Kay (2004) argues that brand’s strength depends

So in order to change people's viewpoint and attitude on this not so pretty car, an advertising campaign was developed.

Companies use advertising to persuade the feelings of their buyers. This advertising gives the viewers the feel of an alternate reality, rather than a simple use of a product. For example, looking at Lincoln’s official commercial for the MKX, it is clear to see that Lincoln is not trying to sell just a car, they are trying to sell the experience. I believe that this commercial does a very good job at portraying the attitude towards reaching a neutral crowd, and that Lincoln is trying to make their viewers feel a sense of elegance of owning and driving the MKX.

In the mid 1990’s, BMW decided to launch a new vehicle titled the BMW Z3 Roadster, its first car to be manufactured in North America. BMW wanted to capitalize on the decline of the motorcycle market with a roadster sports car that was targeted at driver excitement and “emotional fantasy” for drivers. The Z3 initiative provided the important opportunity to increase market share and build a stronger brand connection with Americans. Its success would influence how Americans related to all BMW products moving forward, shaping overall brand strength across market segments. The Z3 Roadster launch also needed to be done with the context of BMW’s redesigned 5 series and their role as the “official international automotive sponsor” of the 1996

The report is the outcome of the project work entitled “A Study on the Factors Affecting Customer Preference towards Maruti over Other Brands(Among Existing Maruti Car Owners)”. The degree of accuracy of study highly depends on the basis of sketch given by the respondent and information provided by them. Findings and interpretation of the study will help us to understand the key factors that contribute to the car buying preference of the customers and help the other car brands to improve their strategies and become more productive and lead to a better market share. It helps to identify the patterns hidden in the consumers’

The Volkswagen Group is one of the world’s largest and leading automobile manufacturers and the largest carmaker in Europe headquartered in Wolfsburg (The Group, 2013). In 2013, Volkswagen managed to increase the number of vehicles delivered to customers from 9.276 million to 9.731 million that corresponds to a 12.8 percent share of the world passenger car market (The Group, 2013). One in four cars in Western Europe is made by Volkswagen; the sales revenue was €197 billion and profit after tax was €9.1 billion (The Group, 2013). Volkswagen Group in total consist of 12 auto brands from Europe, and these brands are Volkswagen Passenger Cars, Audi, SEAT, ŠKODA, Bentley, Bugatti, Lamborghini, Porsche, Ducati, Volkswagen

The development of marketing concept from a Product orientation to a Sales orientation and finally a Marketing orientation has signified an important change in how we understand and conceptualizes marketing in the 21st century. It signified an increased focus in the behavior of consumers and how by applying different marketing strategies organizations have been able to influence the way in which consumers react to their potential needs and how marketers can change their strategy to target different consumers wants. An assessment has been made in this essay looking at the development of the Volkswagen (herein referred to as VW) polo hatchback model.

Skoda progressed so well improving the efficiency and attractiveness of its car that in 2006 it won 4 awards consecutively in different parts of the world.

1) The buyer decision process of traditional Porsche customers relies on the motivations that determine these people to select this brand. Their purchasing decision process is based on the exclusivity of the brand that is connected with the car owner. In their opinion, by purchasing a Porsche, traditional customers purchase the exclusivity and luxury associated with the brand. These customers want to purchase a car that reflects their social status and their financial power. In addition to this, they are not interested in the utility of the car, but in the characteristics that differentiate it from utility cars. These traditional buyers are rather interested in their feeling while driving a Porsche in comparison with the size, price, or fuel economy of the car.

Mr. Toyoda, the current President, in fact, has challenged his company's engineers to make less dull cars. With this and other measures, mainly regarding the communication field, they are starting the path towards their reputation's recovering.

motorcycle and automobile maker by the mid-20th century, and today it is an internationally respected