porsche in china: july 2011

Porsche in China: July 2011

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Contents

1. Overview of online buzz

2. Key sites

3. The purchase decision and consumer advocacy

4. Brand values

5. Products

6. Marketing campaigns

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Verbatim tells you what people say about your brand online and why they say it. The easy to read monthly reports can analyse discussion in any market and allow you to make timely decisions based on social media insight

Porsche in China: July 2011

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Insights

An overview of online discussion for your brand – analysing buzz by volume, sentiment and topic

1. Overview of online buzz

. Proprietary and confidential. All rights reserved Porsche in China: July 2011

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Page 4. Proprietary and confidential. All rights reserved Porsche in China: July 2011


China Porsche engagement in July 2001 remains at high levels and is mainly positive in sentiment

Porsche buzz and sentiment in China has been very consistent over the past three months Consumers comment on a wide range of Porsche car models each month on a number of technical car forums and the social network site, Weibo In July 2011, buzz is driven by the design and features of Porsche cars as consumers “love” the “classic” and “luxury” style with “powerful” engines and “comfortable” trim

Chapter 1: Overview of online buzz

Buzz levels by month split by sentiment

Porsche discussion remains mainly positive in sentiment in July 2011 as consumers praise the “classy” and “elegant” look of Porsche cars







Porsche buzz in July 2011 driven by discussion about the cars themselves

94% of Porsche discussion in China is about the cars themselves Consumers discuss a wide range of Porsche car models each month with the design of the Panamera and the features of the Cayenne being particular buzz drivers The small amount of brand buzz is from consumers mentioning news articles that say when new Porsche models will be released Very little discussion is about Porsche marketing campaigns


Buzz by topic







Car designs drive positive Porsche sentiment in July 2011

Engagement in China is strongly driven by consumer opinions about the design and features of different Porsche models Consumers praise the “classic” exterior and “luxury” interior whilst some criticise the “less classy” looks of some models including the “long-wheelbase” Panamera Consumers have mixed opinions about the car features as while some enjoy the “powerful” engines and “comfortable” trim, others have specific complaints such as “high oil consumption” or “heavy steering” Some “love” or just “want to buy” a Porsche car even if they realise it would be “too expensive”

Buzz and sentiment by sub-topic

Consumers generally praise and “love” the “classic” and “luxury” style of Porsche cars with “powerful” engines and “comfortable” trim








Likes Dislikes

Design: Many praise the “classy” and “handsome” cars including the Panamera and mention their favourite colours. They like the “luxury” interior

Design: Some do not like the “less classy” looks of some models including the “long-wheelbase” Panamera

Features: Consumers “enjoy” the “powerful” engines, “large” wheels, “comfortable” trim, “square shaped” exhausts and “great” rear space of some models

Features: Consumers have a wide range of specific complaints such as “high oil consumption”, “reduced engine power”, “heavy steering” and “no luggage racks”

General product: Many “love” Porsche cars such as the “perfect” Panamera and “market leading” Cayenne

Value: Some are “put off” because Porsche cars are “too expensive” and require “high maintenance costs”

Porsche: top likes and dislikes in July 2011








I feel that the new long-wheelbase Panamera has lost the original “Porsche taste” (Weibo, July 29)

The 21 inch bigger wheels of the Porsche Cayenne Turbo make your driving experience comfortable even for a long journey (Xcar, July 10)

I like that the Porsche Cayenne still keeps the traditional style of Porsche (Bbs.auto.sina, July 28 )

The new long wheel base Panamera has a very fast and powerful engine, not to mention the Turbo S version (Renren, July 239)

Consumers like the “traditional” style of Porsche with a “comfortable trim” and “powerful” engine








50 most common used words in Porsche discussion for July 2011



Where consumers discuss your brand online

2. Key sites







Weibo.com the top site of China Porsche discussion in July 2011

The biggest source of July Porsche discussion in China is the Weibo social networking site followed by forum sites xcar, price.52che, club.autohome and auto.qq Consumers discuss many different Porsche models on Weibo as they react to news stories, photos of recent model launches and plans for new models Photos of owners’ Porsche cars, especially the Cayenne Turbo prompt much of the discussion on the Xcar forum On Price.52che, discussion is driven by many different topics and models with news about new models being a buzz driver

Buzz levels by source

Chapter 2: Key sites

The majority of Porsche discussion in China is found on five sites which include social networks and specialist car forums







Porsche discussion is mainly positive in sentiment across all sites

Weibo is the top source of buzz in July 2011. Discussion is mainly positive in sentiment as consumers discuss the design, general impressions and availability of Porsche cars Although the majority of discussion on Xcar is positive in sentiment due to the designs, a minority do not like the looks of some of the newer models Discussion on Price.52che is mainly driven by the designs and features of Porsche cars

Buzz and sentiment by source


Buzz on the top sites of discussion is mainly positive in sentiment as consumers praise the car designs







Top 5 posters Buzz Discussion links

Porsche Fan Club 34,767 http://bit.ly/owIaBu

简单O元素 6,072 http://bit.ly/oxh4VY

mangzing 5,714 http://bit.ly/owIaBu

路人P- 5,357 http://bit.ly/nwNyos

麦唛的麦兜 4,465 http://bit.ly/qsdvgB

Weibo.com is the top source of discussion about Porsche in July 2011

Weibo discussion is mainly positive in sentiment as consumers discuss the design, general impressions and availability of Porsche cars They praise the “classy” and “handsome” looks although some say the long-wheelbase Panamera is “unwise” because it “does not look like a Porsche” Some “welcome” the launch of different Porsche models as they say they “want to buy” one

Buzz and sentiment by sub-topic for second top source


I really like the colour of the Porsche 911 Chinese anniversary edition! (Weibo, July 9)


http://bit.ly/owIaBu

http://bit.ly/oxh4VY

http://bit.ly/owIaBu

http://bit.ly/nwNyos

http://bit.ly/qsdvgB







wfff 12,003 http://bit.ly/nmQzLi

tidyjin 11,718 http://bit.ly/pcGPsb

SKYAIYU 7,854 http://bit.ly/rhImV2

xuser4145805 6,843 http://bit.ly/qfijFt

Ready_to_fly 6,001 http://bit.ly/o2ciOi

Xcar is also a key source of Porsche discussion

Buzz on the Xcar specialist car forum site is primarily driven by the designs and features of Porsche cars Consumers praise the designs of different Porsche models such as the “white” Cayenne Turbo and the “super” colour combination of the 911 Targa 4 Some owners enjoy the “comfortable driving experience” that the Cayenne Turbo’s “more space” and “larger wheels” give

Buzz and sentiment by sub-topic for second top source


The Porsche Cayenne Turbo in white looks beautiful and the 21 inch tyres give you a great driving experience on the highway (Xcar, July 18)


http://bit.ly/nmQzLi

http://bit.ly/pcGPsb

http://bit.ly/rhImV2

http://bit.ly/qfijFt

http://bit.ly/o2ciOi






Consumer discussion on Price.52che focuses on the designs and features of Porsche cars Many praise both the exterior and interior designs as being “beautiful”, “elegant” and “classic” However, a few complain of “high engine oil consumption” on the Cayenne and Cayman S


suun1122 15,198 http://bit.ly/oFmvnK

qdhyf 4,665 http://bit.ly/n2SCvt

asxcv4525 3,568 http://bit.ly/n0Xm0r

wjh9m111 3,000 http://bit.ly/r6FCl6

dniq000 3,000 http://bit.ly/raVQaM

Price.52che is the third top source of Porsche buzz in July 2011

Buzz and sentiment by sub-topic for third top source


The interior design of the Porsche Cayenne is delicate and fashionable comparing to the old-fashioned and rough style of the BMX X6. However, the Cayenne consumes more engine oil (Price.52che, July 30)


http://bit.ly/oFmvnK

http://bit.ly/n2SCvt

http://bit.ly/n0Xm0r

http://bit.ly/r6FCl6

http://bit.ly/raVQaM

3. The purchase decision and consumer advocacy

What aspects of your brand drive consumers to consider purchase and recommend the brand to others




Overall buzz and sentiment by top sub-topics

Advocacy buzz by top sub-topics split by sentiment

Design/style is the top driver of Porsche discussion and consumer advocacy. Value drives purchase decisions

Chapter 3: The purchase decision and consumer advocacy

Value is the top driver of purchase decisions despite not being an important discussion topic. Although a few say Porsche cars are “worth it”, others will “not buy” because they are “too expensive”

Design/style is the top buzz topic and top advocacy driver as the “handsome” looks prompt consumers to advocate Porsche. Performance is a more important advocacy driver than buzz topic due to the “great controllability” and “powerful engine”

Advocacy buzz by top sub-topics split by sentiment

Purchase decisions by top sub-topics split by sentiment




Rank Advocacy Overall buzz

Purchase Decisions

1 Design/style Design/style Value

2 General product

Features/ components

General product

3 Performance General product

Availability

4 Features/ components

Availability Design/style

5 Product competitors

Performance Features/ components

“Beautiful” design and “powerful” performance drive advocacy while value drives purchase decisions

Design/style1 is the top Porsche buzz topic and also the top advocacy driver2

Performance3 is the third most important advocacy driver and value4 the top purchase decisions driver despite both not being in the top four buzz topics

So, we can summarise that the “beautiful” design and “delicate interior” engage consumers to discuss and advocate Porsche. The “powerful” and “controlled” performance is also an important source of advocacy The top purchase decisions topic is value as a few say Porsche cars are “worth buying”, but others say they are “too expensive”

Porsche: ranking of topics in July 2011

1 2


4

3




Value and availability are purchase barriers for Porsche in July 2011 whilst some simply “want to buy” one

Porsche purchase decision discussion in China is driven mainly by value for money, general opinions and availability A few say that Porsche cars are “worth buying” and mention that the white colour of the Panamera is a purchase driver as it comes at “no extra cost” However, some say they “will give up” the thought of owning a Porsche because they are simply “too expensive” Some are put off by the “poor supply” and the “long waiting-list” whilst others say they just “want to buy” a Porsche car

“Expensive” price and “poor supply” are two major purchase barriers for consumers

Value and availability are important sources of purchase discussion in July 2011

Purchase decisions by sub-topic

Purchase decisions by sub-topic split by sentiment

Purchase decisions account for 8% of Porsche discussion in July 2011





Purchase drivers Purchase barriers

General product: Some generally say they “want to buy” a Porsche because they are “good cars”

Value: Some “will give up” or “not buy” a Porsche car, because they are “too expensive”

Value: A few “chose” or “would choose” the white colour Panamera due to the “no extra cost” whilst a minority say a Porsche is “worth buying”

Availability: Some “will wait” for the next generation models due to the “poor supply” and the “long waiting-list” for the current models

Porsche: top purchase drivers in July 2011








Porsche should have increased Cayenne production a long time ago to meet the demand in China (Weibo, July 11)

So many people want to order the white colour with the Panamera because it does not cost extra money (Xcar, July 10)

You need to be able to meet 3 things before buying a Porsche Cayenne. 1st is that you have enough money, 2nd is that you don’t mention any price performance ratio and 3rd is that you can afford to wait for 1 year to get yours (Weibo, July 20)

I just want to buy a Porsche Boxster (Auto.qq, July 11)

Purchase decision consumer quotes








Porsche advocacy driven by the design and performance in July 2011

Consumers in China primarily advocate Porsche due to the design and performance of the cars They recommend Porsche cars as they are “beautiful” with a “delicate” interior. However, a minority would not recommend them as the style is for “middle-aged men” and “ugly” Some owners advocate Porsche cars based on the “great controllability” and the “powerful engine” Some consumers generally advocate Porsche as they “love” the “great” and “perfect” Porsche models

Consumers advocate Porsche due to the “beautiful” designs and “powerful” performance

Comments on the designs and car concept drive advocacy

Advocacy buzz by sub-topic

Advocacy buzz by sub-topic split by sentiment

Advocacy accounts for 23% of Porsche discussion in July 2011








Advocacy drivers

Advocacy barriers

Design: Many recommend Porsche cars based on the “beautiful” and “handsome” looks with “delicate” interior

Design: Some say Porsche designs are for “middle-aged men” and “ugly”

General product: Many recommend different Porsche models that they “love” such as the “perfect” Panamera, the Cayenne which is the “leader in the field” and the “soulful” 911

Performance: A few do not advocate the Porsche Cayenne due to the “too small engine” or because it “feels like a Lexus”

Performance: Consumers advocate Porsche cars for the “great controllability” and “powerful engine”

Product competitors: Two consumers say the Boxster Spyder “cannot compare” with the Xiali or Audi A4

Porsche: top advocacy drivers in July 2011








I feel the Porsche Panamera has a good controllability and gives you a pleasant driving experience. The seats are comfortable and the sound effects are beyond imagination (Auto.qq, July 7)

The long-wheelbase version of the Porsche Panamera is not a good idea. It doesn’t look like a Porsche (Weibo

July29)

I love Porsche for the concept of keeping the classic car design (Price.52che,

July 28 )

The Porsche Cayenne is considered to be the leader in the SUV sector (Bbs.chetx, July 14)

Advocacy consumer quotes






4. Brand values

What brand values consumers associate with your brand during online discussion







Consumers associate Porsche positively with Elegant, Cool and Expert brand values in July 2011

Consumers in China associate Porsche with Elegant, Cool and Expert brand values, mainly in a positive sense They associate Porsche positively with Elegant as they praise the “beautiful” and “classy” looks, although some describe Porsche as “ugly” with “disappointing” colours Some say Porsche cars look “so cool” and are excited about the launch of the “S-Hybrid” Some enjoy the Expert “speed” and “controllability” of Porsche cars, but a few criticise the Cayenne and Cayman engines as they are “less powerful” and “noisy” with “high oil consumption”

Chapter 4: Brand values

More than half of consumers

associate Porsche with

Elegant and Cool

Association is mainly positive in sentiment as owners praise “beautiful” and “so cool” looks and “smooth” control of Porsche cars

Percentage buzz by brand value

Brand value buzz split by sentiment

96% of Porsche buzz in July 2011 has an attributed brand value







Positive brand values

Negative brand values

Elegant: Many love the “beautiful”, “delicate”, “elegant” and “classy” looks of Porsche cars

Elegant: Some describe Porsche cars as “ugly” with “disappointing” colours

Cool: Some say Porsche cars look “so cool”, while consumers are excited about the launch of a range of new Porsche models including the “S-Hybrid”

Aspirational: Many find Porsche cars “too expensive” whilst a few are “turned off” by the long “waiting list”

Expert: Some praise the overall “performance” of Porsche cars including the “good engine”, “speed” and “controllability”

Expert: Some discuss engine related issues of the Cayenne and Cayman including the “noise” and the “high engine oil consumption”

Porsche: top positive and negative brand values in July 2011

Chapter 4: Brand values


5. Products

What consumers say about your brand’s products







Design, features and general impressions drive positive Porsche product discussion in July 2011

Porsche product discussion in China is driven by consumer opinions on the design and features Many say Porsche cars look “classy” and “handsome” with the “luxury” and “delicate” interior However, some find the “long-wheelbase” Panamera “less classy” Consumers have mixed opinions about the car features as while some enjoy the “powerful” engines and “comfortable” trim, others have specific complaints such as “high oil consumption” or “heavy steering”

Chapter 5: Products

Most design and style buzz is positive in sentiment as consumers describe Porsche cars as “classy”

Comments on the designs and specifications drive Porsche product discussion

Product buzz by sub-topic

Product buzz by sub-topic split by sentiment







Product likes Product dislikes

Design: Many like the “classy” and “handsome” looks of Porsche cars with the “luxury” and “delicate” interior

Design: Some do not like the “less classy” looks of some models including the “long-wheelbase” Panamera

Features: Consumers “enjoy” the “powerful” engines, “large” wheels, “comfortable” trim, “square shaped” exhausts and “great” rear space of some models

Features: Consumers have a wide range of specific complaints such as “high oil consumption”, “reduced engine power”, “heavy steering” and “no luggage racks”

General product: Many “love” Porsche cars such as the “perfect” Panamera and “market leading” Cayenne

Value: Porsche cars are “too expensive” and require “high maintenance costs”

Porsche: top product likes and dislikes in July 2011

Chapter 5: Products


Which marketing campaigns are driving consumer engagement with your brand

6. Marketing campaigns







Marketing discussion at low levels for Porsche in July 2011

Marketing makes up less than 1% of Porsche discussion in July 2011 Three consumers discuss a photo of a classic Porsche Carrera on Xcar saying the design given by the consumer is either “classy” or “ugly” Three are looking forward to the coming motor shows in Frankfurt and Dongguan One consumer says a green Porsche Boxster outdoor poster is “so beautiful”

Chapter 6: Marketing campaigns

Social media content the

biggest driver of Porsche

marketing discussion

A few are looking forward to the coming motor

shows

Marketing buzz by sub-topic

Marketing buzz split by sentiment







Marketing likes

Marketing dislikes

Social media content: Two consumers praise the photo of a classic Porsche Carrera posted on Xcar saying the design given by the consumer is “classy”

Social media content: One consumer says the classic Porsche Carrera design looks “ugly”

Outdoor advertising: Three consumers are looking forward to the coming motor shows, while one says a green Boxster outdoor poster is “so beautiful”

Porsche: top marketing likes and dislikes in July 2011

Chapter 6: Marketing campaigns


Appendix

Details about the Verbatim methodology, categorisation scheme and universal brand values


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Verbatim categorisation scheme

• Brand: • Brand image • Brand in the news • Brand product relationship • Brand competitors

• Marketing: • TV marketing • Print media • Celebrity endorsement • Social media content • Digital marketing • Outdoor advertising • Loyalty schemes • Other

• Product: • Performance • Features/components • Ease of use • Reliability/quality • Design/style • Value • Customer service • Use case • Availability • Packaging • Product competitors • General product • Other

• Universal brand values: • Trustworthy • Traditional • Elegant • Sensual • Aspirational • Cutting-edge • Expert • Cool • Rebellious • Caring • None of the above Note: brand values are coded if the opinion is

either positive or negative in sentiment. For example “The brand is really dull” would be coded -1 for “Cool”


Email: [email protected] Appendix





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1. Our technology platform identifies all the relevant buzz about your brand or product

2. Our human analysts get to work and read all the discussion collected

3. The analysts break all comments down into individual opinions and assign each one:

A buzz amount

A sentiment score

A category

4. Where appropriate, our analysts also code:

Purchase drivers and barriers (why people buy or don’t buy your products)

Advocacy (recommendations)

Brand values

5. We extract the insights from the data and deliver them directly in your monthly report

The Verbatim process

In your monthly reports, you’ll see two types of metrics

Buzz: the volume of buzz generated by each opinion is equivalent to page views, so if an opinion has a buzz of 10,000, then it has been read 10,000 times

Buzz around a specific topic is the total buzz from all relevant opinions

Sentiment: we use a normative sentiment scale with -2, -1, 0, +1, +2

We use -2 and +2 to code purchase barriers and drivers, whilst -1 and +1 are for opinions that are simply negative or positive





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