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1、以客為尊Consumer Headset天马行空官方博客：http:/ ；QQ:1318241189；QQ群：1755696321Build Strong BrandsThrough Consumer Insight2ObjectiveUnderstand Importance Of Consumer Insight And Brand Building To Your Business3VisionBecoming The Worlds Leading Consumer Company4A consumer is someone who has the potential to buy ou
2、r productWhat is the difference between a customer and a consumerA customer is someone who is already buying our products 5What is a consumer company?An enterprise that is continuously gathering unfiltered consumer insights worldwide to :Connect with potential customersTranslate consumer needs into
3、competitive advantageBuild sustained relationshipsManage portfolio of brandsGrow shareholder value天马行空官方博客：http:/ ；QQ:1318241189；QQ群：1755696326Customer / Products Quadrant7Portfolio Approach To Managing The Business8What Does Transformation Mean?Move from an internal To an external consumer and shar
4、eholder focusFrom bureaucratic Become more nimble and entrepreneurialFrom manufacture driven To think from a consumer perspective9What Does Transformation Mean?From focus on cost of production To focus on the cost of ownershipFrom asset intensiveTo less asset intensiveFrom follow To lead10What dose
5、a great consumer company do?11以客為尊 Understand the importance of Consumer InsightAndBrand Building天马行空官方博客：http:/ ；QQ:1318241189；QQ群：17556963212以客為尊 Consumer Insight We all touch the consumer- Directly or indirectly- Internal customers andexternal customers Putting on a consumer headset is essential
6、to becoming the worlds leading consumer company for automotive products and services13Building Strong Brands Benefit of consumer insight Which brands have compelled you as a consumer? Brands you feelconnected to. Brands you want to own. Brands youre proud to have purchasedand to show your friends14W
7、hat Comes To Mind When You See:15What are the characteristics of a strong brand? 16Characteristics of strong brandsRecognized and credible identitiesRelevant and differentiating benefitsConsistent messages Loyal customers Volume and price premiums Cant be copied by competitors Emotionally connect wi
8、th consumersGreat products and services17Strong brands make the most money18Our Brand Strategy Trust The Company Love Our Brands Delight In Service We Offer19Brand market fundamentalsFord has developed some “Brand Fundamentals” that help us manage and carry out our strategy across the globeIt contai
9、ns 5 categories of brand market fundamentals:20Brand market fundamentals1. Consumer insight:Understanding what customer needs and how they relate to our products / services.2. Brand positioningUnderstanding our customer allow us to capture their hearts and minds by defining the brand, product benefi
10、ts, personality and price valueIt contains 5 categories of brand market fundamentals:21Brand market fundamentals3. Portfolio management:Is about creating differentiation and synergies among our brands getting the right products and brand images in the right place4. Marketing mixIs creating a strong
11、relationship with customers through our brand marketing. We have 12 marketing tactics.It contains 5 categories of brand market fundamentals:22Brand market fundamentals5. Business management:We manage our brand strategy with 2 objectives:Are we generating shareholder value?Are we delighting our custo
12、mers?It contains 5 categories of brand market fundamentals:23CASE STUDY24Ford Primary Brand 25IssuesnOld, conservative, boringnLosing contact with younger generationnNot proud to own a FordnLack of social involvement26ObjectivesnRevitalize Fords image as a brand that providing a solution of enjoying
13、 fun and excitement of lifenRejuvenate Fords image by connecting younger generation TaiwanesenReinforce Fords social involvement in Taiwan 27Ford needs a new meaning !28Ford Brand Assets to LeverageMore fun and exciting vehicles in addition to qualityCar is not just a transportation or status. Its a
14、 source of fun and enjoymentFord providesConsumer needsZest for life29ApplicationsA Zestful A Zestful Brand Brand Communication CommunicationProductProductSales Sales behaviorbehaviorShowroomShowroom decodecoMedias Medias favorfavorInternal Internal beliefbeliefSocial Social involvementinvolvement30
15、CommunicationnSet brand advertising guidelines that shape Ford into a Zestful brandnOperate a series of owners programs that reinforce vehicles fun and excitement attributes 31Advertising Guidelinesn“Zest for Life” shapes Fords attitude to life:uEnergeticuPassionateuOptimisticuFresh32Advertising GuidelinesnFords advertising carries the tonality of :uFun uSmart uHumorousuWestern 33Video34Owners ProgramsnNBX:Stunning off-road experience for SUV ownersnFDA:Thrilling driving dynamics experience for car fans 35Video36Internal B
