Basically, this consider the Solutions of case study1: Porsche, in the context of consumer behavior.

1. Case One:
Porsche “How Porsche Created
New Relevance for a Revered Icon”

2. Segmentation
Income group ( high)
Targeting
Elite class, Sports lover
Positioning
Reliable, luxury, expensive

3. Problems
• Decrease in sales of larger sports car by 56%
• Porsche’s revered icon, down by 54%
• Porsche had no new product to generate
buzz

4. Questions
1. Before you read this case, did you believe that Porsche cars were meant to be driven everyday or only
for special occasions? Explain your answer.
2. Since it was founded, in 1931, the core of the Porsche brand was “outstanding engineering, tradition,
and versatility.” How does the “everyday magic” campaign fit within the core’s three elements?
3. Was the campaign designed to reposition the Porsche 911? Explain your answer.
4. Although not stated overtly, the campaign targeted two segments. Which ones? Explain your choices.
5. Find three print ads for the “everyday magic” campaign (available online) and evaluate their persuasive
effectiveness. Do you find any of these ads “unrealistic?” Explain.
6. How would Porsche determine whether the campaign’s objectives were achieved?

5. 1. Before you read this case, did you believe that Porsche cars were meant to be driven
everyday or only for special occasions? Explain your answer.
• Porsche is an expensive and luxury car company that is based on focused market.
• Its maintenance cost is also high and increase the risk of accidents on the road,
• that’s why Porsche car only be driven for special occasion.
2. Since it was founded, in 1931, the core of the Porsche brand was “outstanding
engineering, tradition, and versatility.” How does the “everyday magic” campaign fit within
the core’s three elements?
• Porsche car company is carried out magic campaign to maintain its core three elements.
• The vice president of company said that Porsche is the only one sports car that has unique ability to
provide true sports car’s excitement and has multipurpose for everyday use.

6. 3. Was the campaign designed to reposition the Porsche 911? Explain your answer.
4. Although not stated overtly, the campaign targeted two segments. Which ones? Explain
your choices.
The campaign targeted two segments:
1) luxury auto consumers
rich businessman, royal families and people who believe in heritage.
2) Auto enthusiasts people
who are sports enthusiasts and have passion for sports car.
Yes, the “everyday magic” campaign had repositioned the Porsche 911. It changes the perception of Porsche
brand in the market. At early stage, the Porsche 911 was perceived as race car like a GT3 only. Therefore the
management of the Porsche cars correct the misperception by conducting the “everyday magic” campaign
where they will maintain not only its core brand values of performance, engineering and technology but also
little bit focus on everyday side of it.
Porsche change the image which a sport car for racing transforms into the car which can drive anytime

7. 5. Find three print ads for the “everyday magic” campaign (available online) and evaluate
their persuasive effectiveness. Do you find any of these ads “unrealistic?” Explain.

8. 6. How would Porsche determine whether the campaign’s objectives were achieved?
Porsche determines the achievement of campaign objective by
looking around their sales. If sales increase, means that the goal
of campaign achieved and if there is happen something wrong
with sales, it means that campaign is not effective