【广告策划-汽车】福特汽车-品牌形象建立(2).ppt

Ford Lio HoBrand Work,FLH Primary Brand StrategyMay 28,2001,Brand Vision,Where we are todayConfused positioning w/low social involvementReliable/trustworthy but old/conservativeNo innovative product satisfies customers,Where we want to beLeading consumer CompanyInternational Company w/local relevancyA brand desired to own(Progressive/Energetic),FLH Primary Brand Strategy,PROCESS FLOWS,Define focused target customer,Build brand strategy,Build product strategy,Description:,Differen-tiated target customer with aspirational needs,Build marketing,advertising and communications strategies,Ford global bullseye:Highlight points of emphasis which appeal to target customer,Product lineup evaluated vs.highlighted bullseye words;identifies fit of current products and product gaps,Non-product strategies evaluated vs.highlighted bullseye words;develop brand plans and strategies to build the brand,TARGET CUSTOMER TO COUNTRY STRATEGIES,Facilitate my life-Vehicle is necessity for transportation.Brand are less important.Relationship/Caring-Very family oriented.Concerned about the safety of the family.Face w/o image-Consider vehicles as an internal reward for achievement.Social Fun-Utilize vehicles to its full potential.Status-Demonstrate others their achievementIndependence-Attempt to have control over their destiny.,Needed Base Segmentation,Target Customer,Targeting at Social Fun Seg,Down-to-earth(Quality time with close people is more important than money“Balanced life”and“Enjoying life”Outgoing,adventurous,more of a risk-takers than all other groupsWorldly,open to new things aroundEmotional about vehicles;more of a car enthusiast,driving not a necessity,its an experience,PROCESS FLOWS,Define focused target customer,Build brand strategy,Build product strategy,Description:,Differen-tiated target customer with aspirational needs,Build marketing,advertising and communications strategies,Ford global bullseye:Highlight points of emphasis which appeal to target customer,Product lineup evaluated vs.highlighted bullseye words;identifies fit of current products and product gaps,Non-product strategies evaluated vs.highlighted bullseye words;develop brand plans and strategies to build the brand,TARGET CUSTOMER TO COUNTRY STRATEGIES,Positioning Statement,In Taiwan,Ford wants to build cars for people who believe that life isnt just about career success,status,or wealth-its also about relationships experiences,and happiness.For people who are(therefore)committed to making there lives better-more fulfilling more exciting and more fun,a life with time for their friends and family-and who strive to improve in what they do.For people who appreciate a Car Company that uses all of its global resources and local expertise to introduce innovative-but thoughtful product with ingenious and practical features.A Car Company that provides world-class ways of making their lives more enjoyable,more fun,and better.,Vision Focus,“Huo-de Jing-Tsai”,活得精采,Colorful Life,PROCESS FLOWS,Define focused target customer,Build brand strategy,Build product strategy,Description:,Differen-tiated target customer with aspirational needs,Build marketing,advertising and communications strategies,Ford global bullseye:Highlight points of emphasis which appeal to target customer,Product lineup evaluated vs.highlighted bullseye words;identifies fit of current products and product gaps,Non-product strategies evaluated vs.highlighted bullseye words;develop brand plans and strategies to build the brand,TARGET CUSTOMER TO COUNTRY STRATEGIES,PROCESS FLOWS,Define focused target customer,Build brand strategy,Build product strategy,Description:,Differen-tiated target customer with aspirational needs,Build marketing,advertising and communications strategies,Ford global bullseye:Highlight points of emphasis which appeal to target customer,Product lineup evaluated vs.highlighted bullseye words;identifies fit of current products and product gaps,Non-product strategies evaluated vs.highlighted bullseye words;develop brand plans and strategies to build the brand,TARGET CUSTOMER TO COUNTRY STRATEGIES,Revitalize 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,Brand Building Objective,Applications-aspects,A Zestful Brand,Primary Brand EMP actions,Product,Sales behavior,Showroomdeco,Medias favor,Internal belief,Social involvement,Primary Brand EMP actions,Passion Points Interest,Music:Local pop(Wu Bai,A-Mei)Sports:Gym,golfing,hiking Entertainment:Family outing together,dinning out at trendy restaurants,shopping togetherTechnology:Cell phone,PDA,DVDOther:Travel for pleasure,Financial planning,Spike Strategy,Each spike will be designed to meet the unique attribute of each nameplate and also convey Primary Brands proposition One major spike deployed right after nameplates media launch to extend the launch effect,20012002,Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun,MAV,Metrostar,Focus,Escape,Theme Park Casual Resort Trendy places Hidden attractions Young Talent,IdeaPassion PointsBrand Vision,Family Outing Fashion Dining Fun places Discover TWN Colorful People,Color Life,MAV Metrostar Focus Escape,Bottom-up StrategySpike Allocation,Communication guidelines,Activa,Tierra,Ixion,Escape,Focus,Mondeo,PRZ,Windstar,活得精采,Nameplate Integration,Communication Activity,Primary Brand Tactics,Kick-off Press,Internal Belief,1.Convey the new brand vision 2.Employees involvement 3.Get consensus,1.Announce the new brand vision/slogan to outside press,Media Log,1.Reinforce the new brand vision/new life attitude among general public through various media support,Colorful Life,Desired Outcome after 18 months,Zestful people(young,famous,exciting and healthy)driving Fords zestful vehicles to introduce zestful place,people,activities in regular interval media channels(TV log.)“Wow,they drive a Ford to do cool stuff”“Ford is a young,active,and zestful brand”,Next Step,A Zestful Brand,Primary Brand EMP actions,Product,Sales behavior,Showroomdeco,Medias favor,Internal belief,Social involvement,奔驰Axor系列牵引车展示会策划思路,委托人梅赛德斯-奔驰服务中心,制造亮点制造卖点,好的活动策划就是能为产品,至 高 无 上 的 工 程 制 造 无 与 伦 比 的 身 份 象 征 出 类 拔 萃 的 技 术 革 新 之 世 界 级 象 征,品牌诉求,经济性,可靠性,舒适性,宜操作性,安全性,针对性,产品性能诉求,产品性能诉求分析：,展示会欲达到的效果 吸引受众 制造新闻 广告宣传 发展业务,展示会的目标办成一次有品牌文化、有品味、有规模、有巨大经济效 益与社会效益的展 示会。,广告宣传,公关活动,邀请函,场地布置,活动安排,公关礼仪,人员部署,展示会,新闻采访,框架图：,奔驰Axor牵引车展示会*暨新闻发布会主题定位奔驰Axor牵引车启动利益新元素奔驰Axor牵引车与您同行，与时代同步,凡事预则立 不预则废 展示会前期工作不可忽 视，它直接影响到展示 会的效果与效益，因此 应从多方面着手。,（一）公关活动联系本地领导，同时得到领导对这次活动的支持与关注。做一定的新产品上市的市调与市场工作，扩大影响力。开展新车试驾会活动。通过媒体对选择牵引车的模特之事进行曝光。,（二）广告宣传报纸刊登宣传展示会的活动及有关细节广播对有关这次展示会的情况进行宣传传单对新问世的牵引车进行介绍及对这次展示会活动进行曝光,车展及新闻发布会环境基调典雅气派庄重,展示会的程序9:00-17:00 牵引车在指定区域内展示及有关活动13:00-14:00 欢迎酒会 Cocktail Reception14:00-15:30 新闻发布会 Press conference15:30-16:30 休息时间 Coffee Break16:00-17:00 开幕典礼 Opening lerenory18:30-21:00 晚餐 Dinner Reception*依靠专业的策划与高效能的执行力将使该程序有条不紊地实施,牵引车在指定区域内展示活动项目：咨询活动礼品赠送活动表演活动（模特表演、摇滚乐队献唱、劲舞表演）牵引车在指定区域内展示活动道具：1)彩虹门2)PVC球+条幅 3)升空小气球 4)圆拱立柱条幅 5)广告旗6)异型充气物广告7）咨询桌椅与办公物品8）服务用品（如饮水机等）,展示会活动的亮点：A 安排现场咨询会（配备一定 的礼品，待定）B 配备男模特（身强体壮型，身穿迷彩服）形象与车型相吻合，达到视觉效果。C 选择有高贵气质与与众不同主持风格的活动主持人。D 安排五辆Axor在市区内巡游，制造效应。,一般的展示会有可能会遇到的问题 A 时间安排不合理 B 活动程序不流畅 C 现场气氛不好 请 相信我们的实力 面对这种种问题 我们将能一一解决,好的活动策划要有好的执行力 迅达愿与您合作 开拓更大的活动舞台,谢 谢 聆 听,