A product as you know it is defined as everything, both favorable and unfavorable, that a person receives on exchange. In the world of business, the product can vary from an idea to a service and most commonly, a tangible good. Most companies who are truly successful market a blend of all three, whether they know it or not.
Porsche products are considered shopping products because “consumers usually buy only after comparing several brands or stores on style, practicality, price and lifestyle compatibility”. While shopping products are clearly defined, Porsche can be further associated with one of the two types of shopping products, heterogeneous and homogeneous. When products, such as cars, are the product it’s assumed to be heterogeneous because the “prices, quality and features [of cars] vary so much”.
Porsche also falls into the specialty product category. These are products that consumers will search for expansively and aren’t willing to settle for substitutes. Specialty products, especially Porsche, frequently use advertising that is a blend of more than just marketing a product but an idea or service. These status-conscious advertisements are aimed to maintain a product’s exclusive image. Porsche’s high price, premium quality and rich history all have the aspects of service, product and idea. Once a consumer becomes an owner of a Porsche it’s out the question to own a car from a different brand. What’s more, which is very interesting, is Porsche seems to be the advocate of advertising is a way that is truly unique. Porsche is feeds into the status-conscious marketing that evokes feelings and emotions associated with the company which is why Porsche still serves as one of the only car manufacturers that make ads and don’t touch on how great the specs are but instead touch on the history and sensation of owning one.
*A great example of Porsche using status- conscious advertisements
No comments:
Post a Comment