福特汽车培训材料——产品策略※品牌管理.ppt

Ford Lio Ho 產品策略及品牌管理,October 5, 2002,Agenda,Ford Motor Company Product Planning Process,Why brand marketing?,Consumer Insight,Integrate Brand Marketing Into Business,Case Study Product Planning,Summary and Q&A,What Makes a Strong Brand?,Revised 3/29 Contact: GSCOTT12,Brand Strategy Creates Differentiation and Synergies Among Our Brands,IngeniousCaring,TRUST,+,LOVE,+,DELIGHT,Safety,“For Life”,Trustworthy, Expert,Convenient, Flexible,Innovative,Why Brand Marketing?,Proliferation of product 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 Brands,Consumer Insight Provides Basis for Consistently Delighting Consumer,Types of Needs Stated Real Unstated Delight Secret,Example Consumer wants an inexpensive car Consumer wants a car whose operating cost, not its initial price, is low Consumer expects good service from the dealer Consumer buys the car and receives a complimentary U.S. road atlas Consumer wants to be seen by friends as a value-oriented savvy consumer,Source: Kotler, Philip; Marketing Management,8,Consumer Insight The Key to Product “Hits”,Customer Satisfaction/ Owner Loyalty,Segmentation Tools,Trends Analysis,Product Satisfaction Sales & Service Satisfaction Dealer Satisfaction Owner Loyalty Buyer Studies Market Pulses,Needs-Based Segmentation Attitudinal Segmentation Generational Cohorts,Consumer Insight Experience Consumer Immersions Ethnographics,Brand Personality Styling/Package Market Offering Ad Testing Brand Tracking,Futures Research,Consumer Immersion,Brand/Product Perception,You Need To “Listen With Your Eyes”,Ways of Getting “Consumer Insight”,Consumption,Consumption Total reasonable market potential for the brand,Adjacent People who we will attract with elements of the brand, but not the focus of our “delighting” efforts,Adjacent,Core Target,Core Target The most “valuable” customers we want to delight with a total brand experience,Targeting,Target 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? How does this persons friends describe him/her?,Analyzing and Diagnosing the Brand / Situational Analysis,Measuring Progress,Creating the Brand Positioning,Developing Brand Plans,Process Elements Where are we now? (Analyzing and Diagnosing the Brand/ Situational Analysis) Where do we want to be? (Creating the Brand Positioning) How do we get there? (Developing Brand Plans) How will we be measured? (Measuring Progress),Integrating Brand Marketing into our Business,Situation Analysis Should Aim at Broad Understanding of Market,General Market Overview Demographics Economic Indicators Social trends Automotive Market Overview Size and Growth Key Players, Offerings and Shares Distribution Channels Ancillary Products and Channels (I.e., financing through credit unions) Customer Segments and Trends Ford Motor Company Overview Sales/Share Financial Performance Key Product Offerings Distribution Channels Brand Position Customer Segments SWOT Analysis (Strengths, Weaknesses, Opportunities and Threats),2019/6/4,14,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 competitors provides a unique and compelling selling proposition,Brand Positioning,DNA,Developing Brand Plans,Identify challenges and implications of the Brand Positioning Develop Strategies to deliver on the Brand Positioning Determine Tactics that will bring Strategies to life,Brand Marketing Process,Analyzing and Diagnosing the Brand / Situational Analysis,Measuring Progress,Creating the Brand Positioning,Developing Brand Plans,2019/6/4,18,Human Resources,Public Affairs,Purchasing,Marketing, Sales, & Service,Product Development,Finance,Manufacturing,Dealers / FRN,From Company to Brand,BRAND,Design,Suppliers / Agencies,Quality/ Process Leader- ship,2019/6/4,19,From Brand to Customer Every touchpoint with the customer must reinforce the brand,Precise Customer Targeting Deep Consumer Insight,Strong Brands that Connect Emotionally and Rationally with our Target Customers,Consumer Company With Cultural Intensity,SVA,P/E Ratio,=,Winning!,Summary What is a Brand?,With brands, a customers perception IS reality Strong 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 Connecting,Summary Impact 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 many,Its not about showing up its about winning.,10 Rules of Great Brand Marketing Tactics,1. 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 benefits 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 sp