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1、Ford Lio Ho產品策略及品牌管理產品策略及品牌管理October 5,2002AgendaFord Motor Company Product Planning ProcessFord Motor Company Product Planning ProcessWhy brand marketing?Why brand marketing?Consumer InsightConsumer InsightIntegrate Brand Marketing Into BusinessIntegrate Brand Marketing Into BusinessCase Study Prod
2、uct PlanningCase Study Product PlanningSummary and Q&ASummary and Q&AWhat Makes a Strong Brand?Revised 3/29 Contact:GSCOTT12Brand Strategy Creates Differentiation and Synergies Among Our BrandsThe MostExclusiveClubElegantSensuousOriginalw/RefinedPowerStylishSpiritedInsightfulReliable;ConvenientServi
3、ceGenuineProgressiveSmartInnovativeExpressiveIndividualisticAmericanLuxuryIngeniousCaringSuperior Global ServiceSpeed and ConvenienceCompetitive Prices TRUST +LOVE +DELIGHTPremier Automotive GroupSafety“For Life”Trustworthy,ExpertConvenient,FlexibleInnovativeWhy Brand Marketing?Proliferation of prod
4、uct 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 BrandsConsumer Insight Provides Basis for Consistently Delighting Con
5、sumerTypes of NeedsStatedRealUnstatedDelightSecretExampleConsumer 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 a complimentary U.S.road atlasConsumer wants to be seen by f
6、riends as a value-oriented savvy consumerSource:Kotler,Philip;Marketing ManagementConsumer Insight The Key to Product“Hits”CustomerSatisfaction/Owner LoyaltySegmentationToolsTrendsAnalysisProduct SatisfactionSales&ServiceSatisfactionDealer SatisfactionOwner LoyaltyBuyer StudiesMarket PulsesNeeds-Bas
7、ed SegmentationAttitudinal SegmentationGenerational CohortsConsumer Insight ExperienceConsumer ImmersionsEthnographicsBrand PersonalityStyling/PackageMarket OfferingAd TestingBrand TrackingFutures ResearchConsumerImmersionBrand/ProductPerceptionYou Need To“Listen With Your Eyes”8Demographic/Vehicle
8、Use Age:20-25Income:over US$5MEducation:NONEVehicle:LimoWays of Getting“Consumer Insight”Interviewing Ethnographic Interviews Observation Research Attitudinal Customer Insight Needs Based Customer Segmentation Space:the Final FrontierWant It,Buy ItFamily TransportMen Behaving BadlyComfortable Shuttl
9、eDesigner KnockoffBrand Imaging TruckConsumer Immersion ConsumptionConsumptionConsumptionConsumptionTotal reasonablemarket potentialfor the brandAdjacentAdjacentPeople who we willattract with elementsof the brand,but notthe focus of our“delighting”effortsAdjacentAdjacentCoreCoreTargetTargetCore Targ
10、etCore TargetThe most“valuable”customers we want to delight witha total brand experienceTargetingTarget Customer Description:What hobbies does this person have?What lifestage is this person in?What is most important in this persons life?What are this customers core values?How does this persons frien
11、ds describe him/her?Analyzing andDiagnosingthe Brand/Situational AnalysisMeasuring ProgressCreating theBrandPositioningDevelopingBrand PlansProcess 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
12、there?(Developing Brand Plans)How will we be measured?(Measuring Progress)Integrating Brand Marketing into our BusinessSituation Analysis Should Aim at Broad Understanding of MarketI.General Market OverviewA.DemographicsB.Economic IndicatorsC.Social trendsII.Automotive Market OverviewA.Size and Grow
13、thB.Key Players,Offerings and SharesC.Distribution ChannelsD.Ancillary Products and Channels(I.e.,financing through credit unions)E.Customer Segments and TrendsIII.Ford Motor Company OverviewA.Sales/ShareB.Financial PerformanceC.Key Product OfferingsD.Distribution ChannelsE.Brand PositionF.Customer
14、SegmentsG.SWOT Analysis(Strengths,Weaknesses,Opportunities and Threats)Positioning Our Brandsdefines 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 se
15、lling proposition3/19/202314TARGET CUSTOMERthe foundation for the brand positioningBrand Positioning DNADeveloping Brand PlansIdentify challenges and implications of the Brand PositioningDevelop Strategies to deliver on the Brand Positioning Determine Tactics that will bring Strategies to lifeBrand
16、Marketing ProcessAnalyzing andDiagnosingthe Brand/Situational AnalysisMeasuring ProgressCreating theBrandPositioningDevelopingBrand PlansMeasuring ProgressHuman ResourcesPublic AffairsPurchasingMarketing,Sales,&ServiceProduct DevelopmentFinanceManufacturingDealers/FRNFrom Company to BrandBRANDDesign
17、Suppliers/AgenciesQuality/ProcessLeader-ship3/19/202318From Brand to CustomerEvery touchpoint with the customer must reinforce the brandBRANDPeoplePeopleAdvertisingPricingPricingBrochuresBrochuresSponsorshipSponsorshipSales/ServiceSales/ServiceExperienceExperienceWebsiteWebsiteAuto ShowAuto ShowDisp
18、laysDisplaysProductDesign3/19/202319 Precise Customer Targeting Deep Consumer Insight Strong Brands that ConnectEmotionally and Rationallywith our Target CustomersConsumer Company With Cultural IntensitySVAP/E Ratio=Winning!Summary What is a Brand?With brands,a customers perception IS realityStrong
19、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 ConnectingSummary Impact of Brand Marketing Strong Brands provide an emotional connection with our customers deliver
20、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 manyIts not about showing up its about winning.10 Rules of Great Brand Marketing Tactics1.Build image around group“A”(
21、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”i
22、deas,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 an
23、d 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.