福特汽車-產品策略及品牌管理.ppt

1、Ford Lio Ho產品策略及品牌管理,October 5, 2002,Agenda,Ford Motor Company Product Planning Process,Why brand marketing?,Consumer Insight,Integrate Brand Marketing Into Business,Case Study Product Planning,Summary and Q Marketing Management,Consumer Insight The Key to Product “Hits”,Customer Satisfaction/ Owner

2、 Loyalty,Segmentation Tools,Trends Analysis,Product Satisfaction Sales & ServiceSatisfaction Dealer Satisfaction Owner Loyalty Buyer Studies Market Pulses,Needs-Based Segmentation Attitudinal Segmentation Generational Cohorts,Consumer Insight Experience Consumer Immersions Ethnographics,Brand Person

3、ality Styling/Package Market Offering Ad Testing Brand Tracking,Futures Research,Consumer Immersion,Brand/Product Perception,You Need To “Listen With Your Eyes”,Ways of Getting “Consumer Insight”,Consumption,Consumption Total reasonable market potential for the brand,Adjacent People who we will attr

4、act with elements of the brand, but not the focus of our “delighting” efforts,Adjacent,Core Target,Core Target The most “valuable” customers we want to delight with a total brand experience,Targeting,Target Customer Description:,What hobbies does this person have? What lifestage is this person in? W

5、hat is most important in this persons life? What are this customers core values? How does this persons friends describe him/her?,Analyzing and Diagnosing the Brand / Situational Analysis,Measuring Progress,Creating the Brand Positioning,Developing Brand Plans,Process Elements Where are we now? (Anal

6、yzing 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 be measured? (Measuring Progress),Integrating Brand Marketing into our Business,Situation Analysis Should Aim at Broad Understandin

7、g of Market,General Market Overview Demographics Economic Indicators Social trends Automotive Market Overview Size and Growth Key Players, Offerings and Shares Distribution Channels Ancillary Products and Channels (I.e., financing through credit unions) Customer Segments and Trends Ford Motor Compan

8、y Overview Sales/Share Financial Performance Key Product Offerings Distribution Channels Brand Position Customer Segments SWOT Analysis (Strengths, Weaknesses, Opportunities and Threats),Positioning Our Brands,defines the brands emotional connection with the customer fosters the development of more

9、targeted products differentiates products within our portfolio and from competitors provides a unique and compelling selling proposition,Brand Positioning,DNA,Developing Brand Plans,Identify challenges and implications of the Brand Positioning Develop Strategies to deliver on the Brand Positioning D

10、etermine Tactics that will bring Strategies to life,Brand Marketing Process,Analyzing and Diagnosing the Brand / Situational Analysis,Measuring Progress,Creating the Brand Positioning,Developing Brand Plans,Human Resources,Public Affairs,Purchasing,Marketing, Sales, & Service,Product Development,Fin

11、ance,Manufacturing,Dealers / FRN,From Company to Brand,BRAND,Design,Suppliers / Agencies,Quality/ Process Leader- ship,From Brand to Customer Every touchpoint with the customer must reinforce the brand,Precise Customer Targeting Deep Consumer Insight,Strong Brands that Connect Emotionally and Ration

12、ally with our Target Customers,Consumer Company With Cultural Intensity,SVA,P/E Ratio,=,Winning!,Summary What is a Brand?,With brands, a customers perception IS reality Strong brands (brands people love) are product plus an emotional connection with the consumer As a company we need to align our eff

13、orts to better connect our brands to our customer The Art of Connecting,Summary 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 les

14、s “push” and more “pull” marketing Delight the few and attract the many,Its not about showing up its about winning.,10 Rules of Great Brand Marketing Tactics,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-

15、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

16、d at specific target customers. 7. Be proud and aspirational. Use bold advertising 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. De