某汽车公司以客户为尊管理策略43页).ppt

1,福特六和汽車公司總裁沈英銓,以客為尊ConsumerHeadset,2,BuildStrongBrandsThroughConsumerInsight,3,ObjectiveUnderstandImportanceOfConsumerInsightAndBrandBuildingToYourBusiness,4,Vision,BecomingTheWorldsLeadingConsumerCompany,5,Aconsumerissomeonewhohasthepotentialtobuyourproduct,Whatisthedifferencebetweenacustomerandaconsumer,Acustomerissomeonewhoisalreadybuyingourproducts,6,Whatisaconsumercompany?,Anenterprisethatiscontinuouslygatheringunfilteredconsumerinsightsworldwideto:,Connectwithpotentialcustomers,Translateconsumerneedsintocompetitiveadvantage,Buildsustainedrelationships,Manageportfolioofbrands,Growshareholdervalue,7,Customer/ProductsQuadrant,8,PortfolioApproachToManagingTheBusiness,9,WhatDoesTransformationMean?,Movefromaninternal,Toanexternalconsumerandshareholderfocus,Frombureaucratic,Becomemorenimbleandentrepreneurial,Frommanufacturedriven,Tothinkfromaconsumerperspective,10,WhatDoesTransformationMean?,Fromfocusoncostofproduction,Tofocusonthecostofownership,Fromassetintensive,Tolessassetintensive,Fromfollow,Tolead,11,Whatdoseagreatconsumercompanydo?,12,以客為尊,UnderstandtheimportanceofConsumerInsightAndBrandBuilding,13,以客為尊ConsumerInsight,Wealltouchtheconsumer,-Directlyorindirectly,-Internalcustomersandexternalcustomers,Puttingonaconsumerheadsetisessentialtobecomingtheworldsleadingconsumercompanyforautomotiveproductsandservices,14,BuildingStrongBrands,BenefitofconsumerinsightWhichbrandshavecompelledyouasaconsumer?Brandsyoufeelconnectedto.Brandsyouwanttoown.Brandsyoureproudtohavepurchasedandtoshowyourfriends,15,WhatComesToMindWhenYouSee:,16,Whatarethecharacteristicsofastrongbrand?,17,Characteristicsofstrongbrands,Recognizedandcredibleidentities,Relevantanddifferentiatingbenefits,Consistentmessages,Loyalcustomers,Volumeandpricepremiums,Cantbecopiedbycompetitors,Emotionallyconnectwithconsumers,Greatproductsandservices,18,Strongbrandsmakethemostmoney,19,OurBrandStrategy,TrustTheCompany,LoveOurBrands,DelightInServiceWeOffer,20,Brandmarketfundamentals,Fordhasdevelopedsome“BrandFundamentals”thathelpusmanageandcarryoutourstrategyacrosstheglobeItcontains5categoriesofbrandmarketfundamentals:,21,Brandmarketfundamentals,Consumerinsight:Understandingwhatcustomerneedsandhowtheyrelatetoourproducts/services.,2.BrandpositioningUnderstandingourcustomerallowustocapturetheirheartsandmindsbydefiningthebrand,productbenefits,personalityandpricevalue,Itcontains5categoriesofbrandmarketfundamentals:,22,Brandmarketfundamentals,3.Portfoliomanagement:Isaboutcreatingdifferentiationandsynergiesamongourbrandsgettingtherightproductsandbrandimagesintherightplace,4.MarketingmixIscreatingastrongrelationshipwithcustomersthroughourbrandmarketing.Wehave12marketingtactics.,Itcontains5categoriesofbrandmarketfundamentals:,23,Brandmarketfundamentals,5.Businessmanagement:Wemanageourbrandstrategywith2objectives:,Arewegeneratingshareholdervalue?,Arewedelightingourcustomers?,Itcontains5categoriesofbrandmarketfundamentals:,24,CASESTUDY,25,FordPrimaryBrand,26,Issues,Old,conservative,boringLosingcontactwithyoungergenerationNotproudtoownaFordLackofsocialinvolvement,27,Objectives,RevitalizeFordsimageasabrandthatprovidingasolutionofenjoyingfunandexcitementoflifeRejuvenateFordsimagebyconnectingyoungergenerationTaiwaneseReinforceFordssocialinvolvementinTaiwan,28,Fordneedsanewmeaning!,29,FordBrandAssetstoLeverage,Morefunandexcitingvehiclesinadditiontoquality,Carisnotjustatransportationorstatus.Itsasourceoffunandenjoyment,Fordprovides,Consumerneeds,30,Applications,AZestfulBrand,Communication,Product,Salesbehavior,Showroomdeco,Mediasfavor,Internalbelief,Socialinvolvement,31,Communication,SetbrandadvertisingguidelinesthatshapeFordintoaZestfulbrandOperateaseriesofownersprogramsthatreinforcevehiclesfunandexcitementattributes,32,AdvertisingGuidelines,“ZestforLife”shapesFordsattitudetolife:EnergeticPassionateOptimisticFresh,33,AdvertisingGuidelines,Fordsadvertisingcarriesthetonalityof:FunSmartHumorousWestern,34,Video,35,OwnersPrograms,NBX:Stunningoff-roadexperienceforSUVownersFDA:Thrillingdrivingdynamicsexperienceforcarfans,36,Video,37,InternalBelief,TOCNFLpressconferencetoannouncethenewbrandvision“ZestforLife”topressFullscaleemployeekick-offceremonytoreinforcetheinternalbeliefDepartmentalactionstorealizethenewbrandvision,38,Video/Photos,39,ProjectAdventureTraining,40,ZestforLifeEmployeeMoralBoosting,41,ZestforLifeAerobicPrograms,42,Achievements,BrandcommunicationThemostrecognizedTVcomm