某汽车顾客导向思维

1、福特六和汽車公司總裁 沈英銓以客為尊 Consumer Headset1第一页，共四十四页。Build Strong BrandsThrough Consumer Insight2第二页，共四十四页。ObjectiveUnderstand Importance Of Consumer InsightAndBrand Building To Your Business3第三页，共四十四页。VisionBecoming The Worlds Leading Consumer Company4第四页，共四十四页。A consumer is someone who has the potential

2、to buy our productWhat is the difference between a customer and a consumerA customer is someone who is already buying our products 5第五页，共四十四页。What is a consumer company?An enterprise that is continuously gathering unfiltered consumer insights worldwide to :Connect with potential customersTranslate c

3、onsumer needs into competitive advantageBuild sustained relationshipsManage portfolio of brandsGrow shareholder value6第六页，共四十四页。Customer / Products Quadrant7第七页，共四十四页。Portfolio Approach To Managing The Business8第八页，共四十四页。What Does Transformation Mean? Move from an internalTo an external consumer and

4、 shareholder focusFrom bureaucraticBecome more nimble and entrepreneurialFrom manufacture drivenTo think from a consumer perspective9第九页，共四十四页。What Does Transformation Mean?From focus on cost of productionTo focus on the cost of ownershipFrom asset intensiveTo less asset intensiveFrom follow To lead

5、10第十页，共四十四页。What dose a great consumer company do?11第十一页，共四十四页。以客為尊 Understand the importance of Consumer InsightAndBrand Building12第十二页，共四十四页。以客為尊 Consumer Insight We all touch the consumer- Directly or indirectly- Internal customers and external customers Putting on a consumer headset is essential

6、 to becoming the worlds leading consumer company for automotive products and services13第十三页，共四十四页。Building Strong Brands Benefit of consumer insight Which brands have compelled you as a consumer? Brands you feel connected to. Brands you want to own. Brands youre proud to have purchased and to show y

7、our friends 14第十四页，共四十四页。What Comes To Mind When You See: 15第十五页，共四十四页。What are the characteristics of a strong brand? 16第十六页，共四十四页。Characteristics of strong brandsRecognized and credible identitiesRelevant and differentiating benefitsConsistent messagesLoyal customersVolume and price premiumsCant b

8、e copied by competitorsEmotionally connect with consumersGreat products and services17第十七页，共四十四页。Strong brands make the most money18第十八页，共四十四页。Our Brand Strategy Trust The Company Love Our Brands Delight In Service We Offer19第十九页，共四十四页。Brand market fundamentalsFord has developed some “Brand Fundamen

9、tals” that help us manage and carry out our strategy across the globeIt contains 5 categories of brand market fundamentals:20第二十页，共四十四页。Brand market fundamentalsConsumer insight: Understanding what customer needs and how they relate to our products / services.2. Brand positioningUnderstanding our cu

10、stomer 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:21第二十一页，共四十四页。Brand market fundamentals3. Portfolio management:Is about creating differentiation and synergies among our brands

11、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:22第二十二页，共四十四页。Brand market fundamentals5. Business management

12、:We manage our brand strategy with 2 objectives:Are we generating shareholder value?Are we delighting our customers?It contains 5 categories of brand market fundamentals:23第二十三页，共四十四页。 CASE STUDY24第二十四页，共四十四页。Ford Primary Brand 25第二十五页，共四十四页。IssuesOld, conservative, boringLosing contact with younger

13、 generationNot proud to own a FordLack of social involvement26第二十六页，共四十四页。ObjectivesRevitalize Fords image as a brand that providing a solution of enjoying fun and excitement of lifeRejuvenate Fords image by connecting younger generation TaiwaneseReinforce Fords social involvement in Taiwan 27第二十七页，

14、共四十四页。Ford needs a new meaning !28第二十八页，共四十四页。Ford 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 life29第二十九页，共四十四页。ApplicationsA Zestful Brand Communication

15、ProductSales behaviorShowroomdecoMedias favorInternal beliefSocial involvement30第三十页，共四十四页。CommunicationSet brand advertising guidelines that shape Ford into a Zestful brandOperate a series of owners programs that reinforce vehicles fun and excitement attributes 31第三十一页，共四十四页。Advertising Guidelines“

16、Zest for Life” shapes Fords attitude to life:EnergeticPassionateOptimisticFresh32第三十二页，共四十四页。Advertising GuidelinesFords advertising carries the tonality of :Fun Smart HumorousWestern 33第三十三页，共四十四页。Video34第三十四页，共四十四页。Owners ProgramsNBX:Stunning off-road experience for SUV ownersFDA:Thrilling driving

17、 dynamics experience for car fans 35第三十五页，共四十四页。Video36第三十六页，共四十四页。Internal BeliefTOC NFL press conference to announce the new brand vision “Zest for Life” to pressFull scale employee kick-off ceremony to reinforce the internal beliefDepartmental actions to realize the new brand vision 37第三十七页，共四十四页

18、。Video/Photos38第三十八页，共四十四页。Project Adventure Training39第三十九页，共四十四页。Zest for LifeEmployee Moral Boosting40第四十页，共四十四页。Zest for Life Aerobic Programs41第四十一页，共四十四页。AchievementsBrand communicationThe most recognized TV commercials in motor industry Gold ModelThe most talk-about consumer immersion activitiesBusiness successMetrostar breaks Cefiro mythEscape sales rocket high, No 1 SUVRS fires up the driving passionFord Lio Ho sales performance back to #3“Best Employer Award”42第四十二页，