福特汽车培训材料——产品策略※品牌管理
- 1. Ford Lio Ho 產品策略及品牌管理October 5, 2002
- 2. AgendaFord Motor Company Product Planning ProcessWhy brand marketing?Consumer InsightIntegrate Brand Marketing Into BusinessCase Study – Product PlanningSummary and Q&A
- 3. (本页无文本内容)
- 4. What Makes a Strong Brand?
- 5. Revised 3/29 Contact: GSCOTT12Brand Strategy Creates Differentiation and Synergies Among Our BrandsThe MostExclusiveClubElegantSensuousOriginalw/RefinedPowerStylishSpiritedInsightfulReliable;ConvenientServiceGenuineProgressiveSmartInnovativeExpressiveIndividualisticAmericanLuxuryIngenious…CaringSuperior Global ServiceSpeed and ConvenienceCompetitive Prices TRUST + LOVE + DELIGHTPremier Automotive GroupSafety“For Life”Trustworthy, ExpertConvenient, FlexibleInnovative
- 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
- 7. Consumer Insight Provides Basis for Consistently Delighting ConsumerTypes of Needs Stated Real Unstated Delight SecretExample 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 consumerSource: Kotler, Philip; Marketing Management
- 8. Consumer Insight The Key to Product “Hits”Customer Satisfaction/ Owner LoyaltySegmentation ToolsTrends AnalysisProduct Satisfaction Sales & Service Satisfaction Dealer Satisfaction Owner Loyalty Buyer Studies Market PulsesNeeds-Based Segmentation Attitudinal Segmentation Generational CohortsConsumer Insight Experience Consumer Immersions EthnographicsBrand Personality Styling/Package Market Offering Ad Testing Brand Tracking Futures ResearchConsumer ImmersionBrand/Product PerceptionYou Need To “Listen With Your Eyes”8
- 9. Demographic / Vehicle Use Age: 20-25 Income: over US$5M Education: NONE Vehicle: LimoWays of Getting “Consumer Insight”Interviewing Ethnographic Interviews Observation Research Attitudinal Customer Insight Needs Based Customer Segmentation Space: the Final Frontier Want It, Buy It Family Transport Men Behaving Badly Comfortable Shuttle Designer KnockoffBrand Imaging TruckConsumer Immersion
- 10. ConsumptionConsumption Total reasonable market potential for the brandAdjacent People who we will attract with elements of the brand, but not the focus of our “delighting” effortsAdjacentCore TargetCore Target The most “valuable” customers we want to delight with a total brand experienceTargeting
- 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?
- 12. Analyzing and Diagnosing the Brand / Situational AnalysisMeasuring ProgressCreating the Brand PositioningDeveloping Brand 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 there? (Developing Brand Plans) How will we be measured? (Measuring Progress)Integrating Brand Marketing into our Business
- 13. Situation Analysis Should Aim at Broad Understanding of MarketGeneral 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 Financial Performance Key Product Offerings Distribution Channels Brand Position Customer Segments SWOT Analysis (Strengths, Weaknesses, Opportunities and Threats)
- 14. ‘Positioning’ Our Brandsdefines 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’6/7/201814
- 15. TARGET CUSTOMER… the foundation for the brand positioningBrand Positioning DNA
- 16. Developing Brand PlansIdentify challenges and implications of the Brand Positioning Develop Strategies to deliver on the Brand Positioning Determine Tactics that will bring Strategies to life
- 17. Brand Marketing ProcessAnalyzing and Diagnosing the Brand / Situational AnalysisMeasuring ProgressCreating the Brand PositioningDeveloping Brand PlansMeasuring Progress
- 18. Human ResourcesPublic AffairsPurchasingMarketing, Sales, & ServiceProduct DevelopmentFinanceManufacturingDealers / FRNFrom Company to BrandBRANDDesignSuppliers / AgenciesQuality/ Process Leader- ship6/7/201818
- 19. From Brand to Customer… Every touchpoint with the customer must reinforce the brandBRANDPeopleAdvertisingPricingBrochuresSponsorshipSales / Service ExperienceWebsiteAuto Show DisplaysProductDesign6/7/201819
- 20. Precise Customer Targeting Deep Consumer Insight Strong Brands that Connect Emotionally and Rationally with our Target CustomersConsumer Company With Cultural IntensitySVAP/E Ratio=Winning!!
- 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
- 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 manyIt’s not about showing up… it’s about winning.
- 23. 10 Rules of Great Brand Marketing Tactics1. 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.
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