某汽车顾客导向思维

1、福特六和汽車公司福特六和汽車公司總裁總裁 沈英銓沈英銓以客為尊以客為尊 Consumer Headset1Build Strong BrandsThrough Consumer Insight2ObjectiveUnderstand Importance Of Consumer InsightAndBrand Building To Your Business3Vision4What is the difference between a customer and a consumerA customer is someone who is already buying our product

2、s 5What is a consumer company?An enterprise that is continuously gathering unfiltered consumer insights worldwide to :Connect with potential customersTranslate consumer needs into competitive advantageBuild sustained relationshipsManage portfolio of brandsGrow shareholder value6Customer / Products Q

3、uadrant7Portfolio Approach To Managing The Business8What Does Transformation Mean? Move from an internalTo an external consumer and shareholder focusFrom bureaucraticBecome more nimble and entrepreneurialFrom manufacture drivenTo think from a consumer perspective9What Does Transformation Mean?From f

4、ocus on cost of productionTo focus on the cost of ownershipFrom asset intensiveTo less asset intensiveFrom follow To lead10What dose a great consumer company do?11以客為尊以客為尊 Understand the importance of Consumer InsightAndBrand Building12以客為尊以客為尊 Consumer Insight We all touch the consumer- Directly or

5、 indirectly- Internal customers and external customers Putting on a consumer headset is essential to becoming the worlds leading consumer company for automotive products and services13Building Strong Brands Benefit of consumer insight Which brands have compelled you as a consumer? Brands you feel co

6、nnected to. Brands you want to own. Brands youre proud to have purchased and to show your friends 14What Comes To Mind When You See: 15What are the characteristics of a strong brand? 16Characteristics of strong brandsRecognized and credible identitiesRelevant and differentiating benefitsConsistent m

7、essagesLoyal customersVolume and price premiumsCant be copied by competitorsEmotionally connect with consumersGreat products and services17Strong brands make the most money18Our Brand Strategy Trust The Company Love Our Brands Delight In Service We Offer19Brand market fundamentalsFord has developed

8、some “Brand Fundamentals” that help us manage and carry out our strategy across the globeIt contains 5 categories of brand market fundamentals:20Brand market fundamentals1. Consumer insight: Understanding what customer needs and how they relate to our products / services.2. Brand positioningUndersta

9、nding our customer allow us to capture their hearts and minds by defining the brand, product benefits, personality and price valueIt contains 5 categories of brand market fundamentals:21Brand market fundamentals3. Portfolio management:Is about creating differentiation and synergies among our brands

10、getting the right products and brand images in the right place4. Marketing mixIs creating a strong relationship with customers through our brand marketing. We have 12 marketing tactics.It contains 5 categories of brand market fundamentals:22Brand market fundamentals5. Business management:We manage o

11、ur brand strategy with 2 objectives:Are we generating shareholder value?Are we delighting our customers?It contains 5 categories of brand market fundamentals:23 CASE STUDY24Ford Primary Brand 25Issues26Objectives27Ford needs a new meaning !28Ford Brand Assets to LeverageMore fun and exciting vehicles in addition to qualityCar is not just a transportation or status. Its a source of fun and enjoymentFord providesConsumer needsZest for life29Applications30Communication31Advertising Guidelines32Advertising Guidelines