产品策略及品牌管理(2)ppt课件

1、Ford Lio Ho產品战略及品牌管理October 5, 2002AgendaFord Motor Company Product Planning ProcessWhy brand marketing?Consumer InsightIntegrate Brand Marketing Into BusinessCase Study Product PlanningSummary and Q&AWhat Makes a Strong Brand?Revised 3/29 Contact: GSCOTT12Brand Strategy Creates Differentiation and

2、Synergies Among Our BrandsThe MostExclusiveClubElegantSensuousOriginalw/RefinedPowerStylishSpiritedInsightfulReliable;ConvenientServiceGenuineProgressiveSmartInnovativeExpressiveIndividualisticAmericanLuxuryIngeniousCaringSuperior Global ServiceSpeed and ConvenienceCompetitive Prices TRUST + LOVE +

3、DELIGHTPremier Automotive GroupSafety“For LifeTrustworthy, ExpertConvenient, FlexibleInnovativeWhy 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 lo

4、oking for ways to simplify choices Globalization and Powerful Global BrandsConsumer Insight Provides Basis for Consistently Delighting ConsumerTypes of NeedsStatedRealUnstatedDelightSecretExampleConsumer wants an inexpensive carConsumer wants a car whose operating cost, not its initial price, is low

5、Consumer 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 consumerSource: Kotler, Philip; Marketing ManagementConsumer Insight The Key to Product “HitsCustomerSatisfaction/Owner Loyalt

6、ySegmentationToolsTrendsAnalysisProduct SatisfactionSales & ServiceSatisfactionDealer SatisfactionOwner LoyaltyBuyer StudiesMarket PulsesNeeds-Based SegmentationAttitudinal SegmentationGenerational CohortsConsumer Insight ExperienceConsumer ImmersionsEthnographicsBrand PersonalityStyling/PackageMark

7、et OfferingAd TestingBrand TrackingFutures ResearchConsumerImmersionBrand/ProductPerceptionYou Need To “Listen With Your Eyes8Demographic / Vehicle Use Age: 20-25Income: over US$5MEducation: NONEVehicle: LimoWays of Getting “Consumer InsightInterviewing Ethnographic Interviews Observation Research A

8、ttitudinal Customer Insight Needs Based Customer Segmentation Space: the Final FrontierWant It, Buy ItFamily TransportMen Behaving BadlyComfortable ShuttleDesigner KnockoffBrand Imaging TruckConsumer Immersion ConsumptionConsumptionTotal reasonablemarket potentialfor the brandAdjacentPeople who we w

9、illattract with elementsof the brand, but notthe focus of our“delighting effortsAdjacentCoreTargetCore TargetThe most “valuable customers we want to delight witha total brand experienceTargetingTarget Customer Description:What hobbies does this person have?What lifestage is this person in?What is mo

10、st important in this persons life?What are this customers core values?How does this persons friends describe him/her?Analyzing andDiagnosingthe Brand / Situational AnalysisMeasuring ProgressCreating theBrandPositioningDevelopingBrand PlansProcess Elements Where are we now? (Analyzing and Diagnosing

11、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 Marketing into our BusinessSituation Analysis Should Aim at Broad Understanding of MarketGeneral Mark

12、et OverviewDemographicsEconomic IndicatorsSocial trendsAutomotive Market OverviewSize and GrowthKey Players, Offerings and SharesDistribution ChannelsAncillary Products and Channels (I.e., financing through credit unions)Customer Segments and TrendsFord Motor Company OverviewSales/ShareFinancial Per

13、formanceKey Product OfferingsDistribution ChannelsBrand PositionCustomer SegmentsSWOT Analysis (Strengths, Weaknesses, Opportunities and Threats)Positioning Our Brandsdefines the brands emotional connection with the customer fosters the development of more targeted productsdifferentiates products wi

14、thin our portfolio and from competitorsprovides a unique and compelling selling proposition7/14/202214TARGET CUSTOMERthe foundation for the brand positioningBrand Positioning DNADeveloping Brand PlansIdentify challenges and implications of the Brand PositioningDevelop Strategies to deliver on the Br

15、and Positioning Determine Tactics that will bring Strategies to lifeBrand Marketing ProcessAnalyzing andDiagnosingthe Brand / Situational AnalysisMeasuring ProgressCreating theBrandPositioningDevelopingBrand PlansMeasuring ProgressHuman ResourcesPublic AffairsPurchasingMarketing, Sales, & ServicePro

16、duct DevelopmentFinanceManufacturingDealers / FRNFrom Company to BrandBRANDDesignSuppliers / AgenciesQuality/ProcessLeader-ship7/14/202218From Brand to CustomerEvery touchpoint with the customer must reinforce the brandBRANDPeopleAdvertisingPricingBrochuresSponsorshipSales / ServiceExperienceWebsite

17、Auto ShowDisplaysProductDesign7/14/202219 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 perception IS realityS

18、trong 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 connection with our customers

19、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 Tactics1. Build image aro

20、und 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 bran