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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, 20021AgendaFord 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 Pr
2、oduct PlanningCase Study Product PlanningSummary and Q&ASummary and Q&A2What Makes a Strong Brand?3Revised 3/29 Contact: GSCOTT12Brand Strategy Creates Differentiation and Synergies Among Our BrandsThe MostExclusiveClubElegantSensuousOriginalw/RefinedPowerStylishSpiritedInsightfulReliable;Convenient
3、ServiceGenuineProgressiveSmartInnovativeExpressiveIndividualisticAmericanLuxuryIngeniousCaringSuperior Global ServiceSpeed and ConvenienceCompetitive Prices TRUST + LOVE + DELIGHTPremier Automotive GroupSafety“For Life”Trustworthy, ExpertConvenient, FlexibleInnovative4Why Brand Marketing? Proliferat
4、ion 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 Brands5Consumer Insight Provides Basis for Consistently D
5、elighting ConsumerTypes 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
6、 to be seen by friends as a value-oriented savvy consumerSource: Kotler, Philip; Marketing Management6Consumer Insight The Key to Product “Hits”CustomerSatisfaction/Owner LoyaltySegmentationToolsTrendsAnalysisProduct SatisfactionSales & ServiceSatisfactionDealer SatisfactionOwner LoyaltyBuyer Studie
7、sMarket PulsesNeeds-Based SegmentationAttitudinal SegmentationGenerational CohortsConsumer Insight ExperienceConsumer ImmersionsEthnographicsBrand PersonalityStyling/PackageMarket OfferingAd TestingBrand TrackingFutures ResearchConsumerImmersionBrand/ProductPerceptionYou Need To “Listen With Your Ey
8、es”7Demographic / Vehicle 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
9、 Behaving BadlyComfortable ShuttleDesigner KnockoffBrand Imaging TruckConsumer Immersion 8ConsumptionConsumptionConsumptionConsumptionTotal reasonablemarket potentialfor the brandAdjacentAdjacentPeople who we willattract with elementsof the brand, but notthe focus of our“delighting” effortsAdjacentA
10、djacentCoreCoreTargetTargetCore TargetCore TargetThe most “valuable” customers we want to delight witha total brand experienceTargeting9Target 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
11、core values?How does this persons friends describe him/her?10Analyzing 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?
12、 (Creating the Brand Positioning) How do we get there? (Developing Brand Plans) How will we be measured? (Measuring Progress)Integrating Brand Marketing into our Business11Situation Analysis Should Aim at Broad Understanding of MarketI.General Market OverviewA.DemographicsB.Economic IndicatorsC.Soci
13、al trendsII.Automotive Market OverviewA.Size and GrowthB.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 Off
14、eringsD.Distribution ChannelsE.Brand PositionF.Customer SegmentsG.SWOT Analysis (Strengths, Weaknesses, Opportunities and Threats)12Positioning Our Brandsdefines the brands emotional connection with the customer fosters the development of more targeted productsdifferentiates products within our port
15、folio and from competitorsprovides a unique and compelling selling proposition7/21/202413TARGET CUSTOMERthe foundation for the brand positioningBrand Positioning DNA14Developing Brand PlansIdentify challenges and implications of the Brand PositioningDevelop Strategies to deliver on the Brand Positio
16、ning Determine Tactics that will bring Strategies to life15Brand Marketing ProcessAnalyzing andDiagnosingthe Brand / Situational AnalysisMeasuring ProgressCreating theBrandPositioningDevelopingBrand PlansMeasuring Progress16Human ResourcesPublic AffairsPurchasingMarketing, Sales, & ServiceProduct De
17、velopmentFinanceManufacturingDealers / FRNFrom Company to BrandBRANDDesignSuppliers / AgenciesQuality/ProcessLeader-ship7/21/202417From Brand to CustomerEvery touchpoint with the customer must reinforce the brandBRANDPeoplePeopleAdvertisingPricingPricingBrochuresBrochuresSponsorshipSponsorshipSales
18、/ ServiceSales / ServiceExperienceExperienceWebsiteWebsiteAuto ShowAuto ShowDisplaysDisplaysProductDesign7/21/202418 Precise Customer Targeting Deep Consumer Insight Strong Brands that ConnectEmotionally and Rationallywith our Target CustomersConsumer Company With Cultural IntensitySVAP/E Ratio=Winn
19、ing!19Summary 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 need to align our efforts to better connect our brands to our customer The Art of Connecting20Summary Impact of Br
20、and 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 manyIts not about showing
21、 up its about winning.2110 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
22、 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 no
23、ticed 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.22
