福特汽车-品牌形象建立
- 1. Ford Lio Ho Brand WorkFLH Primary Brand Strategy May 28, 2001
- 2. Brand VisionWhere we are today Confused positioning w/ low social involvement Reliable/ trustworthy but old/ conservative No innovative product satisfies customers Where we want to be Leading consumer Company International Company w/ local relevancy A brand desired to own (Progressive/ Energetic)FLH Primary Brand Strategy
- 3. PROCESS FLOWSDefine focused target customerBuild brand strategyBuild product strategyDescription:Differen-tiated target customer with aspirational needsBuild marketing, advertising and communications strategiesFord global bullseye: Highlight points of emphasis which appeal to target customerProduct lineup evaluated vs. highlighted bullseye words; identifies fit of current products and product gapsNon-product strategies evaluated vs. highlighted bullseye words; develop brand plans and strategies to build the brandTARGET CUSTOMER TO COUNTRY STRATEGIES
- 4. 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 achievement Independence - Attempt to have control over their destiny. Needed Base Segmentation Target Customer
- 5. Targeting at Social Fun SegDown-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 groups Worldly,open to new things around Emotional about vehicles; more of a car enthusiast, driving not a necessity, it’s an experience
- 6. PROCESS FLOWSDefine focused target customerBuild brand strategyBuild product strategyDescription:Differen-tiated target customer with aspirational needsBuild marketing, advertising and communications strategiesFord global bullseye: Highlight points of emphasis which appeal to target customerProduct lineup evaluated vs. highlighted bullseye words; identifies fit of current products and product gapsNon-product strategies evaluated vs. highlighted bullseye words; develop brand plans and strategies to build the brandTARGET CUSTOMER TO COUNTRY STRATEGIES
- 7. Positioning StatementIn Taiwan, Ford wants to build cars for people who believe that life isn’t just about career success, status, or wealth - it’s 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.
- 8. Vision Focus “Huo-de Jing-Tsai”活得精采Colorful Life
- 9. PROCESS FLOWSDefine focused target customerBuild brand strategyBuild product strategyDescription:Differen-tiated target customer with aspirational needsBuild marketing, advertising and communications strategiesFord global bullseye: Highlight points of emphasis which appeal to target customerProduct lineup evaluated vs. highlighted bullseye words; identifies fit of current products and product gapsNon-product strategies evaluated vs. highlighted bullseye words; develop brand plans and strategies to build the brandTARGET CUSTOMER TO COUNTRY STRATEGIES
- 10. PROCESS FLOWSDefine focused target customerBuild brand strategyBuild product strategyDescription:Differen-tiated target customer with aspirational needsBuild marketing, advertising and communications strategiesFord global bullseye: Highlight points of emphasis which appeal to target customerProduct lineup evaluated vs. highlighted bullseye words; identifies fit of current products and product gapsNon-product strategies evaluated vs. highlighted bullseye words; develop brand plans and strategies to build the brandTARGET CUSTOMER TO COUNTRY STRATEGIES
- 11. Revitalize Ford’s image as a brand that providing a solution of enjoying fun and excitement of life Rejuvenate Ford’s image by connecting younger generation Taiwanese Reinforce Ford’s social involvement in TaiwanBrand Building Objective
- 12. Applications - aspectsA Zestful Brand Primary Brand EMP actionsProductSales behaviorShowroom decoMedia’s favorInternal beliefSocial involvement
- 13. Primary Brand EMP actions
- 14. Passion Points InterestMusic: Local pop (Wu Bai, A-Mei) Sports: Gym, golfing, hiking Entertainment: Family outing together, dinning out at trendy restaurants, shopping together Technology: Cell phone, PDA, DVD Other: Travel for pleasure, Financial planning
- 15. Spike Strategy Each spike will be designed to meet the unique attribute of each nameplate and also convey Primary Brand’s proposition One major spike deployed right after nameplate’s media launch to extend the launch effect
- 16. 2001 2002 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May JunMAVMetrostarFocusEscape Theme Park Casual Resort Trendy places Hidden attractions Young Talent Idea Passion Points Brand VisionFamily Outing Fashion Dining Fun places Discover TWN Colorful PeopleColor Life MAV Metrostar Focus EscapeBottom-up Strategy Spike Allocation
- 17. Communication guidelines
- 18. ActivaTierraIxionEscapeFocusMondeoPRZWindstar活得精采 Nameplate Integration
- 19. Communication Activity
- 20. Primary Brand TacticsKick-off PressInternal Belief1. Convey the new brand vision 2. Employee’s involvement 3. Get consensus1. Announce the new brand vision/ slogan to outside pressMedia Log1. Reinforce the new brand vision/ new life attitude among general public through various media supportColorful Life
- 21. Desired Outcome after 18 monthsZestful people (young, famous, exciting and healthy) driving Ford’s 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”
- 22. Next StepA Zestful Brand Primary Brand EMP actionsProductSales behaviorShowroom decoMedia’s favorInternal beliefSocial involvement
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