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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 Pro
2、duct 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;ConvenientSer
3、viceGenuineProgressiveSmartInnovativeExpressiveIndividualisticAmericanLuxuryIngeniousCaringSuperior Global ServiceSpeed and ConvenienceCompetitive Prices TRUST + LOVE + DELIGHTPremier Automotive GroupSafety“For Life”Trustworthy, ExpertConvenient, FlexibleInnovativeWhy Brand Marketing? Proliferation
4、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 BrandsConsumer Insight Provides Basis for Consistently Deligh
5、ting 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 to b
6、e seen by friends as a value-oriented savvy consumerSource: Kotler, Philip; Marketing ManagementConsumer Insight The Key to Product “Hits”CustomerSatisfaction/Owner LoyaltySegmentationToolsTrendsAnalysisProduct SatisfactionSales & ServiceSatisfactionDealer SatisfactionOwner LoyaltyBuyer StudiesMarke
7、t PulsesNeeds-Based SegmentationAttitudinal SegmentationGenerational CohortsConsumer Insight ExperienceConsumer ImmersionsEthnographicsBrand PersonalityStyling/PackageMarket OfferingAd TestingBrand TrackingFutures ResearchConsumerImmersionBrand/ProductPerceptionYou Need To “Listen With Your Eyes”8De
8、mographic / 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 Behav
9、ing BadlyComfortable ShuttleDesigner KnockoffBrand Imaging TruckConsumer Immersion ConsumptionConsumptionConsumptionConsumptionTotal reasonablemarket potentialfor the brandAdjacentAdjacentPeople who we willattract with elementsof the brand, but notthe focus of our“delighting” effortsAdjacentAdjacent
10、CoreCoreTargetTargetCore TargetCore 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 val
11、ues?How does this persons friends 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
12、 the Brand Positioning) How do we get 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.
13、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 OfferingsD.Dist
14、ribution ChannelsE.Brand PositionF.Customer 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
15、 competitorsprovides a unique and compelling selling proposition7/22/202414TARGET 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 T
16、actics that will bring Strategies to lifeBrand Marketing ProcessAnalyzing andDiagnosingthe Brand / Situational AnalysisMeasuring ProgressCreating theBrandPositioningDevelopingBrand PlansMeasuring ProgressHuman ResourcesPublic AffairsPurchasingMarketing, Sales, & ServiceProduct DevelopmentFinanceManu
17、facturingDealers / FRNFrom Company to BrandBRANDDesignSuppliers / AgenciesQuality/ProcessLeader-ship7/22/202418From Brand to CustomerEvery touchpoint with the customer must reinforce the brandBRANDPeoplePeopleAdvertisingPricingPricingBrochuresBrochuresSponsorshipSponsorshipSales / ServiceSales / Ser
18、viceExperienceExperienceWebsiteWebsiteAuto ShowAuto ShowDisplaysDisplaysProductDesign7/22/202419 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
19、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 ConnectingSummary Impact of Brand Marketing Strong Bra
20、nds 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 up its about winning.10
21、 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
22、 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
23、 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.
