Ford产品策略及品牌管理ppt课件

1、Ford 產品策略及品牌管理產品策略及品牌管理AgendaWhat Makes a Strong Brand?Revised 3/29 Contact: GSCOTT12Brand Strategy Creates Differentiation and Synergies Among Our BrandsThe MostExclusiveClubElegantSensuousOriginalw/RefinedPowerStylishSpiritedInsightfulReliable;ConvenientServiceGenuineProgressiveSmartInnovativeExpr

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

3、ng 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 NeedsStatedRealUnst

4、atedDelightSecretExampleConsumer 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 sav

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

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

7、me: 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 K

8、nockoffBrand Imaging TruckConsumer Immersion TargetingTarget Customer Description: What hobbies does 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?Analyzing andDiagn

9、osingthe Brand / 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)

10、 How will we be measured? (Measuring Progress)Integrating Brand Marketing into our BusinessSituation Analysis Should Aim at Broad Understanding of MarketGeneral Market OverviewDemographicsEconomic IndicatorsSocial trendsAutomotive Market OverviewSize and GrowthKey Players, Offerings and SharesDistri

11、bution ChannelsAncillary Products and Channels (I.e., financing through credit unions)Customer Segments and TrendsFord Motor Company OverviewSales/ShareFinancial PerformanceKey Product OfferingsDistribution ChannelsBrand PositionCustomer SegmentsSWOT Analysis (Strengths, Weaknesses, Opportunities an

12、d Threats)Positioning 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 propositionTARGET CUSTOMERthe foundation for the bra

13、nd positioningBrand Positioning DNADeveloping Brand PlansIdentify challenges and implications of the Brand PositioningDevelop Strategies to deliver on the Brand Positioning Determine Tactics that will bring Strategies to lifeBrand Marketing ProcessAnalyzing andDiagnosingthe Brand / Situational Analy

14、sisMeasuring ProgressCreating theBrandPositioningDevelopingBrand PlansMeasuring ProgressHuman ResourcesPublic AffairsPurchasingMarketing, Sales, & ServiceProduct DevelopmentFinanceManufacturingDealers / FRNFrom Company to BrandDesignSuppliers / AgenciesQuality/ProcessLeader-shipFrom Brand to Cus

15、tomerEvery touchpoint with the customer must reinforce the brand Precise Customer Targeting Deep Consumer Insight Strong Brands that ConnectEmotionally and Rationallywith our Target CustomersConsumer Company With Cultural IntensitySVAP/E Ratio=Winning!Summary What is a Brand?With brands, a customers

16、 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 brands to our customer The Art of ConnectingSummary Impact of Brand Marketing Strong Brands provide an emotional connect

17、ion with our customers deliver greater product differentiation deliver higher levels of customer satisfaction, owner loyalty, sales and profit allow less “push” and more “pull” marketing Delight the few and attract the manyIts not about showing up its about winning.10 Rules of Great Brand Marketing

18、Tactics1. 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 sells the brand for you.6. Create “buzz” (positive word of mouth) directe