Ford Lio Ho 產品策略及品牌管理

1. Ford Lio Ho產品策略及品牌管理 October 5, 2002 精品

2. Agenda Ford Motor Company Product Planning Process Why brand marketing? Consumer Insight Integrate Brand Marketing Into Business Case Study – Product Planning Summary and Q&A 精品

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4. What Makes a Strong Brand? 精品

5. Brand Strategy Creates Differentiation and Synergies Among Our Brands Premier Automotive Group Innovative American Stylish Genuine The Most Elegant Expressive Luxury Spirited Progressive Exclusive Sensuous Individualistic Insightful Smart Club Original w/ Refined Power Superior Global Service Reliable; Speed and Convenience Convenient Competitive Prices Service TRUST Ingenious…Caring + LOVE Safety “For Life” + DELIGHT Trustworthy, Expert Convenient, Flexible Innovative 精品 Revised 3/29 Contact: GSCOTT12

6. Why 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 looking for ways to simplify choices Globalization and Powerful Global Brands 精品

7. Consumer Insight Provides Basis for Consistently Delighting Consumer Types of Needs Stated Real Unstated Delight Secret Example Consumer wants an inexpensive car Consumer wants a car whose operating cost, not its initial price, is low Consumer expects good service from the dealer Consumer buys the car and receives a complimentary U.S. road atlas Consumer wants to be seen by friends as a value-oriented savvy consumer Source: Kotler, Philip; Marketing Management 精品

8. Consumer Insight The Key to Product “Hits” You Need To “Listen With Your Eyes” Customer Satisfaction/ Owner Loyalty Segmentation Tools Trends Analysis Consumer Immersion Brand/Product Perception • Needs-Based Segmentation • Attitudinal Segmentation • Generational Cohorts • Futures Research • Consumer Insight Experience • Consumer Immersions • Ethnographics • Brand Personality • Styling/Package • Market Offering • Ad Testing • Brand Tracking • Product Satisfaction • Sales & ServiceSatisfaction • Dealer Satisfaction • Owner Loyalty • Buyer Studies • Market Pulses 精品

9. Demographic / Vehicle Use Space: the Final Frontier Want It, Buy It Family Transport Men Behaving Badly Comfortable Shuttle Designer Knockoff • Interviewing • Ethnographic Interviews • Observation Research • Attitudinal Customer Insight • Age: 20-25 • Income: over US$5M • Education: NONE • Vehicle: Limo Truck • Needs Based Customer • Segmentation • Brand Imaging • Consumer Immersion Ways of Getting “Consumer Insight” 精品

10. Targeting Core Target The most “valuable” customers we want to delight with a total brand experience Adjacent People who we will attract with elements of the brand, but not the focus of our “delighting” efforts Core Target Consumption Total reasonable market potential for the brand Adjacent Consumption 精品

11. Target Customer Description: • What hobbies does this person have? • What lifestage is this person in? • What is most important in this person’s life? • What are this customer’s core values? • How does this person’s friends describe him/her? 精品

12. Integrating Brand Marketing into our Business Analyzing and Diagnosing the Brand / Situational Analysis Creating the Brand Positioning Measuring Progress Developing Brand Plans • Process Elements • Where are we now? (Analyzing 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) 精品

13. Situation Analysis Should Aim at Broad Understanding 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 Company Overview • Sales/Share中国最大的资料库下载 • Financial Performance • Key Product Offerings • Distribution Channels • Brand Position • Customer Segments • SWOT Analysis (Strengths, Weaknesses, Opportunities and Threats) 精品

14. ‘Positioning’ Our Brands • defines the brand’s emotional connection with the customer • fosters the development of more targeted products • differentiates products within our portfolio and from competitors • provides a unique and compelling ‘selling proposition’ 精品

15. TARGET CUSTOMER… the foundation for the brand positioning Brand Positioning DNA 精品

16. Developing Brand Plans • Identify challenges and implications of the Brand Positioning • Develop Strategies to deliver on the Brand Positioning • Determine Tactics that will bring Strategies to life 精品

17. Measuring Progress Brand Marketing Process Analyzing and Diagnosing the Brand / Situational Analysis Creating the Brand Positioning Measuring Progress Developing Brand Plans 精品

18. From Company to Brand Design Human Resources Dealers / FRN Manufacturing Public Affairs BRAND Marketing, Sales, & Service Product Development Finance Purchasing Quality/ Process Leader- ship Suppliers / Agencies 精品

19. From Brand to Customer… Every touchpoint with the customer must reinforce the brand Pricing People Brochures Product Advertising BRAND Sponsorship Auto Show Displays Sales / Service Experience Website Design 精品

20. Precise Customer Targeting Deep Consumer Insight Strong Brands that Connect Emotionally and Rationally with our Target Customers Consumer Company With Cultural Intensity = SVA Winning!! P/E Ratio 精品

21. Summary What is a Brand? • With brands, a customer’s 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 efforts to better • connect our brands to our customer • … The Art of Connecting 精品

22. 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 less “push” and more “pull” marketing • Delight the few and attract the many It’s not about showing up… it’s about winning. 精品

23. 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-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) directed 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. Develop facilities and sales and service experiences which are consistent with Brand values. 10. Use individualized, relationship (2:1) marketing to develop deep, lasting relationships with customers. Use the internet effectively to connect with customers. 精品