福特汽车-顾客导向思维.ppt

1、1,福特六和汽車公司 總裁 沈英銓,以客為尊 Consumer Headset,2,Build Strong Brands Through Consumer Insight,3,Objective Understand Importance Of Consumer Insight And Brand Building To Your Business,4,Vision,Becoming The Worlds Leading Consumer Company,5,A consumer is someone who has the potential to buy our product,What

2、 is the difference between a customer and a consumer,A customer is someone who is already buying our products,6,What is a consumer company?,An enterprise that is continuously gathering unfiltered consumer insights worldwide to :,Connect with potential customers,Translate consumer needs into competit

3、ive advantage,Build sustained relationships,Manage portfolio of brands,Grow shareholder value,7,Customer / Products Quadrant,8,Portfolio Approach To Managing The Business,9,What Does Transformation Mean?,Move from an internal,To an external consumer and shareholder focus,From bureaucratic,Become mor

4、e nimble and entrepreneurial,From manufacture driven,To think from a consumer perspective,10,What Does Transformation Mean?,From focus on cost of production,To focus on the cost of ownership,From asset intensive,To less asset intensive,From follow,To lead,11,What dose a great consumer company do?,12

5、,以客為尊,Understand the importance of Consumer Insight And Brand Building,13,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 to becoming the worlds leading consumer company for automotive pro

6、ducts and services,14,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 your friends,15,What Comes To Mind When You See:,16,What are the characterist

7、ics of a strong brand?,17,Characteristics of strong brands,Recognized and credible identities,Relevant and differentiating benefits,Consistent messages,Loyal customers,Volume and price premiums,Cant be copied by competitors,Emotionally connect with consumers,Great products and services,18,Strong bra

8、nds make the most money,19,Our Brand Strategy,Trust The Company,Love Our Brands,Delight In Service We Offer,20,Brand market fundamentals,Ford has developed some “Brand Fundamentals” that help us manage and carry out our strategy across the globe It contains 5 categories of brand market fundamentals:

9、,21,Brand market fundamentals,Consumer insight: Understanding what customer needs and how they relate to our products / services.,2. Brand positioning Understanding our customer allow us to capture their hearts and minds by defining the brand, product benefits, personality and price value,It contain

10、s 5 categories of brand market fundamentals:,22,Brand market fundamentals,3. Portfolio management: Is about creating differentiation and synergies among our brands getting the right products and brand images in the right place,4. Marketing mix Is creating a strong relationship with customers through

11、 our brand marketing. We have 12 marketing tactics.,It contains 5 categories of brand market fundamentals:,23,Brand market fundamentals,5. Business management: We manage our brand strategy with 2 objectives:,Are we generating shareholder value?,Are we delighting our customers?,It contains 5 categori

12、es of brand market fundamentals:,24,CASE STUDY,25,Ford Primary Brand,26,Issues,Old, conservative, boring Losing contact with younger generation Not proud to own a Ford Lack of social involvement,27,Objectives,Revitalize Fords image as a brand that providing a solution of enjoying fun and excitement

13、of life Rejuvenate Fords image by connecting younger generation Taiwanese Reinforce Fords social involvement in Taiwan,28,Ford needs a new meaning !,29,Ford Brand Assets to Leverage,More fun and exciting vehicles in addition to quality,Car is not just a transportation or status. Its a source of fun

14、and enjoyment,Ford provides,Consumer needs,30,Applications,A Zestful Brand,Communication,Product,Sales behavior,Showroomdeco,Medias favor,Internal belief,Social involvement,31,Communication,Set brand advertising guidelines that shape Ford into a Zestful brand Operate a series of owners programs that

15、 reinforce vehicles fun and excitement attributes,32,Advertising Guidelines,“Zest for Life” shapes Fords attitude to life: Energetic Passionate Optimistic Fresh,33,Advertising Guidelines,Fords advertising carries the tonality of : Fun Smart Humorous Western,34,Video,35,Owners Programs,NBX:Stunning o

16、ff-road experience for SUV owners FDA:Thrilling driving dynamics experience for car fans,36,Video,37,Internal Belief,TOC NFL press conference to announce the new brand vision “Zest for Life” to press Full scale employee kick-off ceremony to reinforce the internal belief Departmental actions to realize the new brand vision,38,Video/Photos,39,Project Adventure Training,40,Zest for LifeEmployee Moral Boosting,41,Zest for Life Aerobic Programs,42,Achievements,Brand communication The most recognized TV commercials in