Ford 产品策略与品牌管理课件

1、Ford 产品策略与品牌管理1 Ford 產品策略及品牌管理產品策略及品牌管理 Ford 产品策略与品牌管理2 Agenda Ford 产品策略与品牌管理3 Ford 产品策略与品牌管理4 What Makes a Strong Brand? Ford 产品策略与品牌管理5 Revised 3/29 Contact: GSCOTT12 Brand Strategy Creates Differentiation and Synergies Among Our Brands The Most Exclusive Club Elegant Sensuous Original w/ Refined

2、Power Stylish Spirited Insightful Reliable; Convenient Service Genuine Progressive Smart Innovative Expressive Individualistic American Luxury IngeniousCaring Superior Global Service Speed and Convenience Competitive Prices TRUST + LOVE + DELIGHT Premier Automotive Group Safety “For Life” Trustworth

3、y, Expert Convenient, Flexible Innovative Ford 产品策略与品牌管理6 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 Gl

4、obalization and Powerful Global Brands Ford 产品策略与品牌管理7 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 e

5、xpects 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 Ford 产品策略与品牌管理8 Consumer Insight The Key to Product “Hits” Customer Satisfactio

6、n/ 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 Bra

7、nd Personality Styling/Package Market Offering Ad Testing Brand Tracking Futures Research Consumer Immersion Brand/Product Perception You Need To “Listen With Your Eyes” Ford 产品策略与品牌管理9 Demographic / Vehicle Use Age: 20-25 Income: over US$5M Education: NONE Vehicle: Limo Ways of Getting “Consumer In

8、sight” Interviewing Ethnographic Interviews Observation Research Attitudinal Customer Insight Needs Based Customer Segmentation Space: the Final Frontier Want It, Buy It Family Transport Men Behaving Badly Comfortable Shuttle Designer Knockoff Brand Imaging Truck Consumer Immersion Ford 产品策略与品牌管理10

9、Total reasonable market potential for the brand People who we will attract with elements of the brand, but not the focus of our “delighting” efforts The most “valuable” customers we want to delight with a total brand experience Targeting Ford 产品策略与品牌管理11 Target Customer Description: What hobbies doe

10、s 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? Ford 产品策略与品牌管理12 Analyzing and Diagnosing the Brand / Situational Analysis Measuring Progress Creating the Brand Pos

11、itioning 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 Marketi

12、ng into our Business Ford 产品策略与品牌管理13 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 Channe

13、ls (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) Ford 产品策略与品牌管理14 Positio

14、ning 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 Ford 产品策略与品牌管理15 TARGET CUSTOMER the foundation for the b

15、rand positioning Brand Positioning DNA Ford 产品策略与品牌管理16 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 Ford 产品策略与品牌管理17 Brand Marketing Process Analyzing

16、and Diagnosing the Brand / Situational Analysis Measuring Progress Creating the Brand Positioning Developing Brand Plans Measuring Progress Ford 产品策略与品牌管理18 Human Resources Public Affairs Purchasing Marketing, Sales, & Service Product Development Finance Manufacturing Dealers / FRN From Company to B

17、rand Design Suppliers / Agencies Quality/ Process Leader- ship Ford 产品策略与品牌管理19 From Brand to Customer Every touchpoint with the customer must reinforce the brand Ford 产品策略与品牌管理20 Precise Customer Targeting Deep Consumer Insight Strong Brands that Connect Emotionally and Rationally with our Target C

18、ustomers Consumer Company With Cultural Intensity SVA P/E Ratio = Winning! Ford 产品策略与品牌管理21 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

19、to better connect our brands to our customer The Art of Connecting Ford 产品策略与品牌管理22 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 prof

20、it allow less “push” and more “pull” marketing Delight the few and attract the many Its not about showing up its about winning. Ford 产品策略与品牌管理23 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