1、Ford Lio Ho產品策略及品牌管理October 5, 2002AgendaFord Motor Company Product Planning ProcessFord Motor Company Product Planning ProcessWhy brand marketing?Why brand marketing?Consumer InsightConsumer InsightIntegrate Brand Marketing Into BusinessIntegrate Brand Marketing Into BusinessCase Study Product Plan
2、ningCase Study Product PlanningSummary and Q&ASummary and Q&AWhat Makes a Strong Brand?Revised 3/29 Contact: GSCOTT12Brand Strategy Creates Differentiation and Synergies Among Our BrandsThe MostExclusiveClubElegantSensuousOriginalw/RefinedPowerStylishSpiritedInsightfulReliable;ConvenientServiceGenui
3、neProgressiveSmartInnovativeExpressiveIndividualisticAmericanLuxuryIngeniousCaringSuperior Global ServiceSpeed and ConvenienceCompetitive Prices TRUST + LOVE + DELIGHTPremier Automotive GroupSafety“For Life”Trustworthy, ExpertConvenient, FlexibleInnovativeWhy Brand Marketing? Proliferation of produc
4、t choices in the market Increasing number of products with similar quality and performance Product-based competitive advantages are short- lived Consumers are looking for ways to simplify choices Globalization and Powerful Global BrandsConsumer Insight Provides Basis for Consistently Delighting Cons
5、umerTypes of NeedsStatedRealUnstatedDelightSecretExampleConsumer wants an inexpensive carConsumer wants a car whose operating cost, not its initial price, is lowConsumer expects good service from the dealerConsumer buys the car and receives a complimentary U.S. road atlasConsumer wants to be seen by
6、 friends as a value-oriented savvy consumerSource: Kotler, Philip; Marketing ManagementConsumer Insight The Key to Product “Hits”CustomerSatisfaction/Owner LoyaltySegmentationToolsTrendsAnalysisProduct SatisfactionSales & ServiceSatisfactionDealer SatisfactionOwner LoyaltyBuyer StudiesMarket PulsesN
7、eeds-Based SegmentationAttitudinal SegmentationGenerational CohortsConsumer Insight ExperienceConsumer ImmersionsEthnographicsBrand PersonalityStyling/PackageMarket OfferingAd TestingBrand TrackingFutures ResearchConsumerImmersionBrand/ProductPerceptionYou Need To “Listen With Your Eyes”8Demographic
8、 / Vehicle Use Age: 20-25Income: over US$5MEducation: NONEVehicle: LimoWays of Getting “Consumer Insight”Interviewing Ethnographic Interviews Observation Research Attitudinal Customer Insight Needs Based Customer Segmentation Space: the Final FrontierWant It, Buy ItFamily TransportMen Behaving Badly
9、Comfortable ShuttleDesigner KnockoffBrand Imaging TruckConsumer Immersion ConsumptionConsumptionConsumptionConsumptionTotal reasonablemarket potentialfor the brandAdjacentAdjacentPeople who we willattract with elementsof the brand, but notthe focus of our“delighting” effortsAdjacentAdjacentCoreCoreT
10、argetTargetCore TargetCore TargetThe most “valuable” customers we want to delight witha total brand experienceTargetingTarget Customer Description: What hobbies does this person have? What lifestage is this person in? What is most important in this persons life? What are this customers core values?
11、How does this persons friends describe him/her?Analyzing andDiagnosingthe Brand / Situational AnalysisMeasuring ProgressCreating theBrandPositioningDevelopingBrand PlansProcess Elements Where are we now? (Analyzing and Diagnosing the Brand/ Situational Analysis) Where do we want to be? (Creating the
12、 Brand Positioning) How do we get there? (Developing Brand Plans) How will we be measured? (Measuring Progress)Integrating Brand Marketing into our BusinessSituation Analysis Should Aim at Broad Understanding of MarketI.General Market OverviewA.DemographicsB.Economic IndicatorsC.Social trendsII.Auto
13、motive Market OverviewA.Size and GrowthB.Key Players, Offerings and SharesC.Distribution ChannelsD.Ancillary Products and Channels (I.e., financing through credit unions)E.Customer Segments and TrendsIII. Ford Motor Company OverviewA.Sales/ShareB.Financial PerformanceC.Key Product OfferingsD.Distrib
14、ution ChannelsE.Brand PositionF.Customer SegmentsG.SWOT Analysis (Strengths, Weaknesses, Opportunities and Threats)Positioning Our Brands defines the brands emotional connection with the customer fosters the development of more targeted products differentiates products within our portfolio and from
15、competitors provides a unique and compelling selling proposition4/5/202114TARGET CUSTOMERthe foundation for the brand positioningBrand Positioning DNADeveloping Brand PlansIdentify challenges and implications of the Brand PositioningDevelop Strategies to deliver on the Brand Positioning Determine Ta
16、ctics that will bring Strategies to lifeBrand Marketing ProcessAnalyzing andDiagnosingthe Brand / Situational AnalysisMeasuring ProgressCreating theBrandPositioningDevelopingBrand PlansMeasuring ProgressHuman ResourcesPublic AffairsPurchasingMarketing, Sales, & ServiceProduct DevelopmentFinanceManuf
17、acturingDealers / FRNFrom Company to BrandBRANDBRANDDesignSuppliers / AgenciesQuality/ProcessLeader-ship4/5/202118From Brand to CustomerEvery touchpoint with the customer must reinforce the brandBRANDBRANDPeoplePeopleAdvertisingAdvertisingPricingPricingBrochuresBrochuresSponsorshipSponsorshipSales /
18、 ServiceSales / ServiceExperienceExperienceWebsiteWebsiteAuto ShowAuto ShowDisplaysDisplaysProductProductDesignDesign4/5/202119 Precise Customer Targeting Deep Consumer Insight Strong Brands that ConnectEmotionally and Rationallywith our Target CustomersConsumer Company With Cultural IntensitySVAP/E
19、 Ratio=Winning!Summary What is a Brand?With brands, a customers perception IS realityStrong brands (brands people love) are product plus an emotional connection with the consumer As a company we need to align our efforts to better connect our brands to our customer The Art of ConnectingSummary Impac
20、t of Brand Marketing Strong Brands provide an emotional connection with our customers deliver greater product differentiation deliver higher levels of customer satisfaction, owner loyalty, sales and profit allow less “push” and more “pull” marketing Delight the few and attract the manyIts not about
21、showing up its about winning.10 Rules of Great Brand Marketing Tactics1. Build image around group “A” (target), sell volume to group “B”.2. Start with a very good product - dare to compare.3. Market the top-of-the-line product first.4. Market the Brand Family of nameplates together around common ben
22、efits and values. Lead with the new, hot products and include the older models.5. Come up with “new to the world” ideas, so the press sells the brand for you.6. Create “buzz” (positive word of mouth) directed at specific target customers. 7. Be proud and aspirational. Use bold advertising that 1) ge
23、ts noticed 2) makes the product a hero, and 3) connects emotionally.8. Focus all marketing activities around the brand values and integrate all marketing activities to achieve synergy, efficiency and consistency.9. Ensure that dealers understand and build the brand. Develop facilities and sales and
24、service experiences which are consistent with Brand values.10. Use individualized, relationship (2:1) marketing to develop deep, lasting relationships with customers. Use the internet effectively to connect with customers.9、静夜四无邻，荒居旧业贫。四月-21四月-21Monday, April 05, 202110、雨中黄叶树，灯下白头人。03:13:5503:13:550
25、3:134/5/2021 3:13:55 AM11、以我独沈久，愧君相见频。四月-2103:13:5503:13Apr-2105-Apr-2112、故人江海别，几度隔山川。03:13:5503:13:5503:13Monday, April 05, 202113、乍见翻疑梦，相悲各问年。四月-21四月-2103:13:5503:13:55April 05, 202114、他乡生白发，旧国见青山。05 四月 20213:13:55 上午03:13:55四月-2115、比不了得就不比，得不到的就不要。四月 213:13 上午四月-2103:13April 05, 202116、行动出成果，工作出财
26、富。2021/4/5 3:13:5503:13:5505 April 202117、做前，能够环视四周；做时，你只能或者最好沿着以脚为起点的射线向前。3:13:55 上午3:13 上午03:13:55四月-219、没有失败，只有暂时停止成功！。四月-21四月-21Monday, April 05, 202110、很多事情努力了未必有结果，但是不努力却什么改变也没有。03:13:5503:13:5503:134/5/2021 3:13:55 AM11、成功就是日复一日那一点点小小努力的积累。四月-2103:13:5503:13Apr-2105-Apr-2112、世间成事，不求其绝对圆满，留一份不
27、足，可得无限完美。03:13:5503:13:5503:13Monday, April 05, 202113、不知香积寺，数里入云峰。四月-21四月-2103:13:5503:13:55April 05, 202114、意志坚强的人能把世界放在手中像泥块一样任意揉捏。05 四月 20213:13:55 上午03:13:55四月-2115、楚塞三湘接，荆门九派通。四月 213:13 上午四月-2103:13April 05, 202116、少年十五二十时，步行夺得胡马骑。2021/4/5 3:13:5503:13:5505 April 202117、空山新雨后，天气晚来秋。3:13:55 上午3
28、:13 上午03:13:55四月-219、杨柳散和风，青山澹吾虑。四月-21四月-21Monday, April 05, 202110、阅读一切好书如同和过去最杰出的人谈话。03:13:5503:13:5503:134/5/2021 3:13:55 AM11、越是没有本领的就越加自命不凡。四月-2103:13:5503:13Apr-2105-Apr-2112、越是无能的人，越喜欢挑剔别人的错儿。03:13:5503:13:5503:13Monday, April 05, 202113、知人者智，自知者明。胜人者有力，自胜者强。四月-21四月-2103:13:5503:13:55April 05
29、, 202114、意志坚强的人能把世界放在手中像泥块一样任意揉捏。05 四月 20213:13:55 上午03:13:55四月-2115、最具挑战性的挑战莫过于提升自我。四月 213:13 上午四月-2103:13April 05, 202116、业余生活要有意义，不要越轨。2021/4/5 3:13:5503:13:5505 April 202117、一个人即使已登上顶峰，也仍要自强不息。3:13:55 上午3:13 上午03:13:55四月-21MOMODA POWERPOINTLorem ipsum dolor sit amet, consectetur adipiscing elit. Fusce id urna blandit, eleifend nulla ac, fringilla purus. Nulla iaculis tempor felis ut cursus. 感谢您的下载观看家告
