福特汽车培训材料——产品策略※品牌管理课件.ppt

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1、Ford Lio Ho產品策略及品牌管理,October 5, 2002,Ford Lio Ho產品策略及品牌管理October,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,AgendaFord Motor Company Produ,福特汽车培训材料产品策略品牌管理课件,What Makes a

2、 Strong Brand?,What Makes a Strong Brand?,Revised 3/29 Contact: GSCOTT12,Brand Strategy Creates Differentiation and Synergies Among Our Brands,IngeniousCaring,TRUST,+,LOVE,+,DELIGHT,Safety,“For Life”,Trustworthy, Expert,Convenient, Flexible,Innovative,Revised 3/29 Contact: GSCOTT12,Why Brand Marketi

3、ng?,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,Why Brand Marketing? Prolifer,Consum

4、er Insight Provides Basis for Consistently Delighting Consumer,Types of NeedsStatedRealUnstatedDelightSecret,ExampleConsumer wants an inexpensive carConsumer wants a car whose operating cost, not its initial price, is lowConsumer expects good service from the dealerConsumer buys the car and receives

5、 a complimentary U.S. road atlasConsumer wants to be seen by friends as a value-oriented savvy consumer,Source: Kotler, Philip; Marketing Management,Consumer Insight Provides Basi,Consumer Insight The Key to Product “Hits”,CustomerSatisfaction/Owner Loyalty,SegmentationTools,TrendsAnalysis,Product S

6、atisfactionSales & ServiceSatisfactionDealer SatisfactionOwner LoyaltyBuyer StudiesMarket Pulses,Needs-Based SegmentationAttitudinal SegmentationGenerational Cohorts,Consumer Insight ExperienceConsumer ImmersionsEthnographics,Brand PersonalityStyling/PackageMarket OfferingAd TestingBrand Tracking,Fu

7、tures Research,ConsumerImmersion,Brand/ProductPerception,You Need To “Listen With Your Eyes”,8,Consumer Insight CustomerSegme,Ways of Getting “Consumer Insight”,Demographic / Vehicle Use Age:,Consumption,ConsumptionTotal reasonablemarket potentialfor the brand,AdjacentPeople who we willattract with

8、elementsof the brand, but notthe focus of our“delighting” efforts,Adjacent,CoreTarget,Core TargetThe most “valuable” customers we want to delight witha total brand experience,Targeting,ConsumptionConsumptionAdjacent,Target Customer Description:,What hobbies does this person have?What lifestage is th

9、is person in?What is most important in this persons life?What are this customers core values?How does this persons friends describe him/her?,Target Customer Description:Wh,Analyzing andDiagnosingthe Brand / Situational Analysis,Measuring Progress,Creating theBrandPositioning,DevelopingBrand Plans,Pr

10、ocess 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),Integrating Brand Marketing into our Business,Analyzing and

11、Measuring Creatin,Situation Analysis Should Aim at Broad Understanding of Market,General Market OverviewDemographicsEconomic IndicatorsSocial trendsAutomotive Market OverviewSize and GrowthKey Players, Offerings and SharesDistribution ChannelsAncillary Products and Channels (I.e., financing through

12、credit unions)Customer Segments and TrendsFord Motor Company OverviewSales/ShareFinancial PerformanceKey Product OfferingsDistribution ChannelsBrand PositionCustomer SegmentsSWOT Analysis (Strengths, Weaknesses, Opportunities and Threats),Situation Analysis Should Aim,Positioning Our Brands,defines

13、the brands emotional connection with the customer fosters the development of more targeted productsdifferentiates products within our portfolio and from competitorsprovides a unique and compelling selling proposition,9/24/2022,14,Positioning Our Brandsdefine,Brand Positioning,DNA,TARGET CUSTOMERBran

14、d Position,Developing Brand Plans,Identify challenges and implications of the Brand PositioningDevelop Strategies to deliver on the Brand Positioning Determine Tactics that will bring Strategies to life,Developing Brand PlansIdentify,Brand Marketing Process,Analyzing andDiagnosingthe Brand / Situati

15、onal Analysis,Measuring Progress,Creating theBrandPositioning,DevelopingBrand Plans,Brand Marketing ProcessAnalyzi,Human Resources,Public Affairs,Purchasing,Marketing, Sales, & Service,Product Development,Finance,Manufacturing,Dealers / FRN,From Company to Brand,BRAND,Design,Suppliers / Agencies,Qua

16、lity/ProcessLeader-ship,9/24/2022,18,Human ResourcesPublic AffairsP,From Brand to CustomerEvery touchpoint with the customer must reinforce the brand,9/24/2022,19,From Brand to CustomerBRANDPe,Precise Customer Targeting Deep Consumer Insight,Strong Brands that ConnectEmotionally and Rationallywith o

17、ur Target Customers,Consumer Company With Cultural Intensity,SVA,P/E Ratio,=,Winning!,Precise Customer Targeting St,Summary What is a Brand?,With brands, a customers perception IS realityStrong brands (brands people love) are product plus an emotional connection with the consumer As a company we nee

18、d to align our efforts to better connect our brands to our customer The Art of Connecting,Summary With brands, a custome,Summary Impact of Brand Marketing,Strong Brands provide an emotional connection with our customers deliver greater product differentiation deliver higher levels of customer satisf

19、action, owner loyalty, sales and profit allow less “push” and more “pull” marketing Delight the few and attract the many,Its not about showing up its about winning.,Summary Strong BrandsIts no,10 Rules of Great Brand Marketing Tactics,1. Build image around group “A” (target), sell volume to group “B

20、”.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 s

21、ells 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 integ

22、rate 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.,10 Rules of Great Brand Market,