产品策略及品牌管理.PPT

FordLioHo產品策略及品牌管理,October5,2002,Agenda,FordMotorCompanyProductPlanningProcess,Whybrandmarketing?,ConsumerInsight,IntegrateBrandMarketingIntoBusiness,CaseStudyProductPlanning,SummaryandQMarketingManagement,ConsumerInsightTheKeytoProduct“Hits”,CustomerSatisfaction/OwnerLoyalty,SegmentationTools,TrendsAnalysis,ProductSatisfactionSales&ServiceSatisfactionDealerSatisfactionOwnerLoyaltyBuyerStudiesMarketPulses,Needs-BasedSegmentationAttitudinalSegmentationGenerationalCohorts,ConsumerInsightExperienceConsumerImmersionsEthnographics,BrandPersonalityStyling/PackageMarketOfferingAdTestingBrandTracking,FuturesResearch,ConsumerImmersion,Brand/ProductPerception,YouNeedTo“ListenWithYourEyes”,WaysofGetting“ConsumerInsight”,Consumption,ConsumptionTotalreasonablemarketpotentialforthebrand,AdjacentPeoplewhowewillattractwithelementsofthebrand,butnotthefocusofour“delighting”efforts,Adjacent,CoreTarget,CoreTargetThemost“valuable”customerswewanttodelightwithatotalbrandexperience,Targeting,TargetCustomerDescription:,Whathobbiesdoesthispersonhave?Whatlifestageisthispersonin?Whatismostimportantinthispersonslife?Whatarethiscustomerscorevalues?Howdoesthispersonsfriendsdescribehim/her?,AnalyzingandDiagnosingtheBrand/SituationalAnalysis,MeasuringProgress,CreatingtheBrandPositioning,DevelopingBrandPlans,ProcessElementsWherearewenow?(AnalyzingandDiagnosingtheBrand/SituationalAnalysis)Wheredowewanttobe?(CreatingtheBrandPositioning)Howdowegetthere?(DevelopingBrandPlans)Howwillwebemeasured?(MeasuringProgress),IntegratingBrandMarketingintoourBusiness,SituationAnalysisShouldAimatBroadUnderstandingofMarket,GeneralMarketOverviewDemographicsEconomicIndicatorsSocialtrendsAutomotiveMarketOverviewSizeandGrowthKeyPlayers,OfferingsandSharesDistributionChannelsAncillaryProductsandChannels(I.e.,financingthroughcreditunions)CustomerSegmentsandTrendsFordMotorCompanyOverviewSales/ShareFinancialPerformanceKeyProductOfferingsDistributionChannelsBrandPositionCustomerSegmentsSWOTAnalysis(Strengths,Weaknesses,OpportunitiesandThreats),PositioningOurBrands,definesthebrandsemotionalconnectionwiththecustomerfostersthedevelopmentofmoretargetedproductsdifferentiatesproductswithinourportfolioandfromcompetitorsprovidesauniqueandcompellingsellingproposition,BrandPositioning,DNA,DevelopingBrandPlans,IdentifychallengesandimplicationsoftheBrandPositioningDevelopStrategiestodeliverontheBrandPositioningDetermineTacticsthatwillbringStrategiestolife,BrandMarketingProcess,AnalyzingandDiagnosingtheBrand/SituationalAnalysis,MeasuringProgress,CreatingtheBrandPositioning,DevelopingBrandPlans,HumanResources,PublicAffairs,Purchasing,Marketing,Sales,&Service,ProductDevelopment,Finance,Manufacturing,Dealers/FRN,FromCompanytoBrand,BRAND,Design,Suppliers/Agencies,Quality/ProcessLeader-ship,FromBrandtoCustomerEverytouchpointwiththecustomermustreinforcethebrand,PreciseCustomerTargetingDeepConsumerInsight,StrongBrandsthatConnectEmotionallyandRationallywithourTargetCustomers,ConsumerCompanyWithCulturalIntensity,SVA,P/ERatio,=,Winning!,SummaryWhatisaBrand?,Withbrands,acustomersperceptionISrealityStrongbrands(brandspeoplelove)areproductplusanemotionalconnectionwiththeconsumerAsacompanyweneedtoalignoureffortstobetterconnectourbrandstoourcustomerTheArtofConnecting,SummaryImpactofBrandMarketing,StrongBrandsprovideanemotionalconnectionwithourcustomersdelivergreaterproductdifferentiationdeliverhigherlevelsofcustomersatisfaction,ownerloyalty,salesandprofitallowless“push”andmore“pull”marketingDelightthefewandattractthemany,Itsnotaboutshowingupitsaboutwinning.,10RulesofGreatBrandMarketingTactics,1.Buildimagearoundgroup“A”(target),sellvolumetogroup“B”.2.Startwithaverygoodproduct-daretocompare.3.Marketthetop-of-the-lineproductfirst.4.MarkettheBrandFamilyofnameplatestogetheraroundcommonbenefitsandvalues.Leadwiththenew,hotproductsandincludetheoldermodels.5.Comeupwith“newtotheworld”ideas,sothepresssellsthebrandforyou.6.Create“buzz”(positivewordofmouth)directedatspecifictargetcustomers.7.Beproudandaspirational.Useboldadvertisingthat1)getsnoticed2)makestheproductahero,and3)connectsemotionally.8.Focusallmarketingactivitiesaroundthebrandvaluesandintegrateallmarketingactivitiestoachievesynergy,efficiencyandconsistency.9.Ensurethatdealersunderstandandbuildthebrand.D