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1、Ford Lio HoBrand WorkFLH Primary Brand StrategyMay 28, 2001Brand VisionWhere we are todayConfused positioning w/ low social involvementReliable/ trustworthy but old/ conservativeNo innovative product satisfies customersWhere we want to beLeading consumer CompanyInternational Company w/ local relevan
2、cyA brand desired to own (Progressive/ Energetic)FLH Primary Brand StrategyPROCESS FLOWSDefine focused target customerBuild brand strategyBuild product strategyDescription:Differen-tiated target customer with aspirational needsBuild marketing, advertising and communications strategiesFord global bul
3、lseye: 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
4、CUSTOMER TO COUNTRY STRATEGIESFacilitate 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 ve
5、hicles to its full potential.Status - Demonstrate others their achievementIndependence - Attempt to have control over their destiny.Needed Base Segmentation Target CustomerTargeting at Social Fun SegDown-to-earth (Quality time with close people is more important than money“Balanced life” and “Enjoyi
6、ng life”Outgoing, adventurous, more of a risk-takers than all other groupsWorldly,open to new things aroundEmotional about vehicles; more of a car enthusiast, driving not a necessity, its an experiencePROCESS FLOWSDefine focused target customerBuild brand strategyBuild product strategyDescription:Di
7、fferen-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 gap
8、sNon-product strategies evaluated vs. highlighted bullseye words; develop brand plans and strategies to build the brandTARGET CUSTOMER TO COUNTRY STRATEGIESPositioning StatementIn Taiwan, Ford wants to build cars for people who believe that life isnt just about career success, status, or wealth - it
9、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 Compan
10、y 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.Vision Focus“Huo-de Jing-Tsai”活得精采活得精采PROCESS FL
11、OWSDefine 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 eva
12、luated 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 STRATEGIESPROCESS FLOWSDefine focused target customerBuild brand
13、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; identi
14、fies 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 STRATEGIESRevitalize Fords image as a brand that providing a solution of enjoying fun and excitement of lifeRe
15、juvenate Fords image by connecting younger generation TaiwaneseReinforce Fords social involvement in TaiwanBrand Building ObjectiveApplications - aspectsA Zestful Brand Primary Brand EMP actionsProductSales behaviorShowroomdecoMedias favorInternal beliefSocial involvementPrimary Brand EMP actionsPas
16、sion Points InterestMusic: Local pop (Wu Bai, A-Mei) Sports: Gym, golfing, hiking Entertainment: Family outing together, dinning out at trendy restaurants, shopping togetherTechnology: Cell phone, PDA, DVDOther: Travel for pleasure, Financial planningSpike Strategy Each spike will be designed to mee
17、t the unique attribute of each nameplate and also convey Primary Brands proposition One major spike deployed right after nameplates media launch to extend the launch effect20012002 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May JunMAVMetrostarFocusEscape Theme Park Casual Resort
18、 Trendy places Hidden attractions Young Talent IdeaPassion PointsBrand VisionFamily Outing Fashion Dining Fun places Discover TWN Colorful PeopleColor Life MAV Metrostar Focus EscapeBottom-up StrategySpike AllocationCommunication guidelinesCommunication ActivityPrimary Brand TacticsKick-off PressInt
19、ernal Belief1. Convey the new brand vision 2. Employees 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 supportDesired Outcome after 18 monthsZestful people (
20、young, famous, exciting and healthy) driving Fords 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” Next StepA Zestful Brand Primary Brand EMP actionsProductSales behaviorShowroomdecoMedias favorInternal beliefSocial involvement
