Ford产品策略与品牌管理

1、1会计学Ford产品策略与品牌管理产品策略与品牌管理What Makes a Strong Brand?Revised 3/29 Contact: GSCOTT12Brand Strategy Creates Differentiation and Synergies Among Our BrandsThe MostExclusiveClubElegantSensuousOriginalw/RefinedPowerStylishSpiritedInsightfulReliable;ConvenientServiceGenuineProgressiveSmartInnovativeExpress

2、iveIndividualisticAmericanLuxuryIngeniousCaringSuperior Global ServiceSpeed and ConvenienceCompetitive Prices TRUST + LOVE + DELIGHTPremier Automotive GroupSafety“For Life”Trustworthy, ExpertConvenient, FlexibleInnovativeWhy Brand Marketing? Proliferation of product choices in the market Increasing

3、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 BrandsConsumer Insight Provides Basis for Consistently Delighting ConsumerTypes of NeedsStatedRealUnstate

4、dDelightSecretExampleConsumer wants an inexpensive carConsumer wants a car whose operating cost, not its initial price, is lowConsumer expects good service from the dealerConsumer buys the car and receives a complimentary U.S. road atlasConsumer wants to be seen by friends as a value-oriented savvy

5、consumerSource: Kotler, Philip; Marketing Management7Consumer Insight The Key to Product “Hits”CustomerSatisfaction/Owner LoyaltySegmentationToolsTrendsAnalysisProduct SatisfactionSales & ServiceSatisfactionDealer SatisfactionOwner LoyaltyBuyer StudiesMarket PulsesNeeds-Based SegmentationAttitud

6、inal SegmentationGenerational CohortsConsumer Insight ExperienceConsumer ImmersionsEthnographicsBrand PersonalityStyling/PackageMarket OfferingAd TestingBrand TrackingFutures ResearchConsumerImmersionBrand/ProductPerceptionYou Need To “Listen With Your Eyes”Demographic / Vehicle Use Age: 20-25Income

7、: over US$5MEducation: NONEVehicle: LimoWays of Getting “Consumer Insight”Interviewing Ethnographic Interviews Observation Research Attitudinal Customer Insight Needs Based Customer Segmentation Space: the Final FrontierWant It, Buy ItFamily TransportMen Behaving BadlyComfortable ShuttleDesigner Kno

8、ckoffBrand Imaging TruckConsumer Immersion Total reasonablemarket potentialfor the brandPeople who we willattract with elementsof the brand, but notthe focus of our“delighting” effortsThe most “valuable” customers we want to delight witha total brand experienceTargetingAnalyzing andDiagnosingthe Bra

9、nd / Situational AnalysisMeasuring ProgressCreating theBrandPositioningDevelopingBrand PlansProcess 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

10、 be measured? (Measuring Progress)Integrating Brand Marketing into our BusinessSituation Analysis Should Aim at Broad Understanding of MarketI.General Market OverviewA.DemographicsB.Economic IndicatorsC.Social trendsII.Automotive Market OverviewA.Size and GrowthB.Key Players, Offerings and SharesC.D

11、istribution ChannelsD.Ancillary Products and Channels (I.e., financing through credit unions)E.Customer Segments and TrendsIII. Ford Motor Company OverviewA.Sales/ShareB.Financial PerformanceC.Key Product OfferingsD.Distribution ChannelsE.Brand PositionF.Customer SegmentsG.SWOT Analysis (Strengths,

12、Weaknesses, Opportunities and Threats)2021/12/1413TARGET CUSTOMERthe foundation for the brand positioningBrand Positioning DNADeveloping Brand PlansIdentify challenges and implications of the Brand PositioningDevelop Strategies to deliver on the Brand Positioning Determine Tactics that will bring St

13、rategies to lifeBrand Marketing ProcessAnalyzing andDiagnosingthe Brand / Situational AnalysisMeasuring ProgressCreating theBrandPositioningDevelopingBrand PlansMeasuring Progress2021/12/1417Human ResourcesPublic AffairsPurchasingMarketing, Sales, & ServiceProduct DevelopmentFinanceManufacturing

14、Dealers / FRNFrom Company to BrandDesignSuppliers / AgenciesQuality/ProcessLeader-ship2021/12/1418From Brand to CustomerEvery touchpoint with the customer must reinforce the brand Precise Customer Targeting Deep Consumer Insight Strong Brands that ConnectEmotionally and Rationallywith our Target Cus

15、tomersConsumer Company With Cultural IntensitySVAP/E Ratio=Winning!Summary What is a Brand?With brands, a customers perception IS realityStrong 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 brand

16、s to our customer The Art of ConnectingSummary 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” marketin

17、g Delight the few and attract the manyIts not about showing up its about winning.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

18、 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 specific target customers. 7. Be proud and aspirational. Use bold advertising

19、 that 1) gets noticed 2) makes the product a hero, and 3) connects emotionally.8. Focus all marketing activities around the brand values and integrate all marketing activities to achieve synergy, efficiency and consistency.9. Ensure that dealers understand and build the brand. Develop facilities and

20、 sales and service experiences which are consistent with Brand values.10. Use individualized, relationship (2:1) marketing to develop deep, lasting relationships with customers. Use the internet effectively to connect with customers.Why Brand Marketing? Proliferation of product choices in the market

21、 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 BrandsConsumer Insight Provides Basis for Consistently Delighting ConsumerTypes of NeedsState

22、dRealUnstatedDelightSecretExampleConsumer wants an inexpensive carConsumer wants a car whose operating cost, not its initial price, is lowConsumer expects good service from the dealerConsumer buys the car and receives a complimentary U.S. road atlasConsumer wants to be seen by friends as a value-ori

23、ented savvy consumerSource: Kotler, Philip; Marketing Management25Consumer Insight The Key to Product “Hits”CustomerSatisfaction/Owner LoyaltySegmentationToolsTrendsAnalysisProduct SatisfactionSales & ServiceSatisfactionDealer SatisfactionOwner LoyaltyBuyer StudiesMarket PulsesNeeds-Based SegmentationAttitudinal SegmentationGenerational CohortsConsumer Insight ExperienceConsumer ImmersionsEthnographicsBrand PersonalityStyling/Package