某汽车产品策略及品牌管理英文

FordLioHo

產品策略及品牌管理October5,2002AgendaFordMotorCompanyProductPlanningProcessWhybrandmarketing?ConsumerInsightIntegrateBrandMarketingIntoBusinessCaseStudy–ProductPlanningSummaryandQ&AWhatMakesaStrongBrand?Revised3/29Contact:GSCOTT12BrandStrategyCreatesDifferentiationandSynergiesAmongOurBrandsTheMostExclusiveClubElegantSensuousOriginalw/RefinedPowerStylishSpiritedInsightfulReliable;ConvenientServiceGenuineProgressiveSmartInnovativeExpressiveIndividualisticAmericanLuxuryIngenious…CaringSuperiorGlobalServiceSpeedandConvenienceCompetitivePricesTRUST+LOVE+DELIGHTPremierAutomotiveGroupSafety“ForLife”Trustworthy,ExpertConvenient,FlexibleInnovativeWhyBrandMarketing?ProliferationofproductchoicesinthemarketIncreasingnumberofproductswithsimilarqualityandperformanceProduct-basedcompetitiveadvantagesareshort-livedConsumersarelookingforwaystosimplifychoicesGlobalizationandPowerfulGlobalBrandsConsumerInsightProvidesBasisforConsistentlyDelightingConsumerTypesofNeedsStatedRealUnstatedDelightSecretExampleConsumerwantsaninexpensivecarConsumerwantsacarwhoseoperatingcost,notitsinitialprice,islowConsumerexpectsgoodservicefromthedealerConsumerbuysthecarandreceivesacomplimentaryU.S.roadatlasConsumerwantstobeseenbyfriendsasavalue-orientedsavvyconsumerSource:Kotler,Philip;MarketingManagementConsumerInsightTheKeytoProduct“Hits”CustomerSatisfaction/OwnerLoyaltySegmentationToolsTrendsAnalysisProductSatisfactionSales&Service

SatisfactionDealerSatisfactionOwnerLoyaltyBuyerStudiesMarketPulsesNeeds-BasedSegmentationAttitudinalSegmentationGenerationalCohortsConsumerInsightExperienceConsumerImmersionsEthnographicsBrandPersonalityStyling/PackageMarketOfferingAdTestingBrandTrackingFuturesResearchConsumerImmersionBrand/ProductPerceptionYouNeedTo“ListenWithYourEyes”8Demographic/VehicleUseAge:20-25Income:overUS$5MEducation:NONEVehicle:LimoWaysofGetting“ConsumerInsight”InterviewingEthnographicInterviewsObservationResearchAttitudinalCustomerInsightNeedsBasedCustomerSegmentationSpace:theFinalFrontierWantIt,BuyItFamilyTransportMenBehavingBadlyComfortableShuttleDesignerKnockoffBrandImaging

TruckConsumerImmersionConsumptionConsumptionTotalreasonablemarketpotentialforthebrandAdjacentPeoplewhowewillattractwithelementsofthebrand,butnotthefocusofour“delighting”effortsAdjacentCoreTargetCoreTargetThemost“valuable”customerswewanttodelightwithatotalbrandexperienceTargetingTargetCustomerDescription:Whathobbiesdoesthispersonhave?Whatlifestageisthispersonin?Whatismostimportantinthisperson’slife?Whatarethiscustomer’scorevalues?Howdoesthisperson’’sfriendsdescribehim/her?AnalyzingandDiagnosingtheBrand/SituationalAnalysisMeasuringProgressCreatingtheBrandPositioningDevelopingBrandPlansProcessElementsWherearewenow?(AnalyzingandDiagnosingtheBrand/SituationalAnalysis)Wheredowewanttobe?(CreatingtheBrandPositioning)Howdowegetthere?(DevelopingBrandPlans)Howwillwebemeasured?(MeasuringProgress)IntegratingBrandMarketingintoourBusinessSituationAnalysisShouldAimatBroadUnderstandingofMarketGeneralMarketOverviewDemographicsEconomicIndicatorsSocialtrendsAutomotiveMarketOverviewSizeandGrowthKeyPlayers,OfferingsandSharesDistributionChannelsAncillaryProductsandChannels(I.e.,financingthroughcreditunions)CustomerSegmentsandTrendsFordMotorCompanyOverviewSales/ShareFinancialPerformanceKeyProductOfferingsDistributionChannelsBrandPositionCustomerSegmentsSWOTAnalysis(Strengths,Weaknesses,OpportunitiesandThreats)‘Positioning’OurBrandsdefinesthebrand’semotionalconnectionwiththecustomerfostersthedevelopmentofmoretargetedproductsdifferentiatesproductswithinourportfolioandfromcompetitorsprovidesauniqueandcompelling‘sellingproposition’12/17/202214TARGETCUSTOMER…thefoundationforthebrandpositioningBrandPositioningDNADevelopingBrandPlansIdentifychallengesandimplicationsoftheBrandPositioningDevelopStrategiestodeliverontheBrandPositioningDetermineTacticsthatwillbringStrategiestolifeBrandMarketingProcessAnalyzingandDiagnosingtheBrand/SituationalAnalysisMeasuringProgressCreatingtheBrandPositioningDevelopingBrandPlansMeasuringProgressHumanResourcesPublicAffairsPurchasingMarketing,Sales,&ServiceProductDevelopmentFinanceManufacturingDealers/FRNFromCompanytoBrandBRANDDesignSuppliers/AgenciesQuality/ProcessLeader-ship12/17/202218FromBrandtoCustomer…EverytouchpointwiththecustomermustreinforcethebrandBRANDPeopleAdvertisingPricingBrochuresSponsorshipSales/ServiceExperienceWebsiteAutoShowDisplaysProductDesign12/17/202219PreciseCustomerTargetingDeepConsumerInsightStrongBrandsthatConnectEmotionallyandRationallywithourTargetCustomersConsumerCompanyWithCulturalIntensitySVAP/ERatio=Winning!!SummaryWhatisaBrand?Withbrands,acustomer’sperceptionISrealityStrongbrands(brandspeoplelove)areproductplusanemotionalconnectionwiththeconsumerAsacompanyweneedtoalignoureffortstobetterconnectourbrandstoourcustomer…TheArtofConnectingSummaryImpactofBrandMarketingStrongBrands……provideanemotionalconnectionwithourcustomersdelivergreaterproductdifferentiationdeliverhigherlevelsofcustomersatisfaction,ownerloyalty,salesandprofitallowless““push”andmore“pull”marketingDelightthefewandattractthemanyIt’snotaboutshowingup……it’saboutwinning.10RulesofGreatBrandMarketingTactics1.Buildimagearoundgroup““A”(target),sellvolumetogroup““B”.2.Startwithaverygoodproduct--daretocompare.3.Marketthetop-of-the-lineproductfirst.4.MarkettheBrandFamilyofnameplatestogetheraroundcommonbenefitsandvalues.Leadwiththenew,hotproductsandincludetheoldermodels.5.Comeupwith“newtotheworld””ideas,sothepresssellsthebrandforyou.6.Create“buzz”(positivewordofmouth)directedatspecifictargetcustomers.7.Beproudandaspirational.Useboldadvertisingthat1)getsnoticed2)makestheproductahero,and3)connectsemotionally.8.Focusallmarketingactivitiesaroundthebrandvaluesandintegrateallmarketingactivitiestoachievesynergy,efficiencyandconsistency.9.Ensurethatdealersunderstandandbuildthebrand.DevelopfacilitiesandsalesandserviceexperienceswhichareconsistentwithBrandvalues.10.Useindividualized,relationship(2:1)marketingtodevelopdeep,lastingrelationshipswithcustomers.Usetheinterneteffectivelytoconnectwithcustomers.9、静夜四无无邻，荒居居旧业贫。。。12月-2212月-22Saturday,December17,202210、雨中黄叶叶树，灯下下白头人。。。10:12:4410:12:4410:1212/17/202210:12:44AM11、以我独沈沈久，愧君君相见频。。。12月-2210:12:4410:12Dec-2217-Dec-2212、故人江海海别，几度度隔山川。。。10:12:4410:12:4410:12Saturday,December17,202213、乍见翻疑疑梦，相悲悲各问年。。。12月-2212月-2210:12:4410:12:44December17,202214、他乡生白发发，旧国见青青山。。17十二月月202210:12:44上午午10:12:4412月-2215、比不了得就就不比，得不不到的就不要要。。。十二月2210:12上上午12月-2210:12December17,202216、行动出成果果，工作出财财富。。2022/12/1710:12:4410:12:4417December202217、做前，能够够环视四周；；做时，你只只能或者最好好沿着以脚为为起点的射线线向前。。10:12:44上午午10:12上上午10:12:4412月-229、没有失败败，只有暂暂时停止成成功！。12月-2212月-22Saturday,December17,202210、很多事情情努力了未未必有结果果，但是不不努力却什什么改变也也没有。。。10:12:4410:12:4410:1212/17/202210:12:44AM11、成功就是是日复一日日那一点点点小小努力力的积累。。。12月-2210:12:4410:12Dec-2217-Dec-2212、世间成事事，不求其其绝对圆满满，留一份份不足，可可得无限完完美。。10:12:4410:12:4410:12Saturday,December17,202213、不知香积寺寺，数里入云云峰。。12月-2212月-2210:12:4410:12:44December17,202214、意志坚强的的人能把世界界放在手中像像泥块一样任任意揉捏。17十二月月202210:12:44上午午10:12:4412月-2215、楚塞三湘湘接，荆门门九派通。。。。十二月2210:12上午12月-2210:12December17,202216、少年十五五二十时，，步行夺得得胡马骑。。。2022/12/1710:12:4410:12:4417December202217、空山新雨雨后，天气