福特汽车产品策略及品牌管理

1、ford lio ho產品策略及品牌管理產品策略及品牌管理october 5, 2002agendafpds - ford product development systemsiscphpastprcpcclrls job#1s6/s5413633.53025.51914.584.53.250s4/s33230302525181484.53.250s22422222020131063.52.250s1181616141411853.52.250s6/s5- all new vehicles with major engine, p/t upgrade, 1st use emissions4/

2、 s3- new exterior w/ c/o lower structre, minor engine/ trans, new calib/ major emissionss2- minor freshening w/ c/o engine/ trans, moderate calibrations1- trim w/ c/o p/t, minor calibration - strategic intent - product readiness - strategic confirmation - confirmation prototype - proportions & h

3、ardpoints - change cut-off - program approval - launch readiness - surface transfer - launch sign-off - p/t design complete - job#1 achievedwhat makes a strong brand?revised 3/29 contact: gscott12brand strategy creates differentiation and synergies among our brandsthe mostexclusiveclubelegantsensuou

4、soriginalw/refinedpowerstylishspiritedinsightfulreliable;convenientservicegenuineprogressivesmartinnovativeexpressiveindividualisticamericanluxuryingeniouscaringsuperior global servicespeed and conveniencecompetitive prices trust + love + delightpremier automotive groupsafety“for life”trustworthy, e

5、xpertconvenient, flexibleinnovativewhy 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 powerfu

6、l global brandsconsumer insight provides basis for consistently delighting 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 t

7、he car and receives a complimentary u.s. road atlasconsumer wants to be seen by friends as a value-oriented savvy consumersource: kotler, philip; marketing management8consumer insight the key to product “hits”customersatisfaction/owner loyaltysegmentationtoolstrendsanalysisproduct satisfactionsales

8、& servicesatisfactiondealer satisfactionowner loyaltybuyer studiesmarket pulsesneeds-based segmentationattitudinal segmentationgenerational cohortsconsumer insight experienceconsumer immersionsethnographicsbrand personalitystyling/packagemarket offeringad testingbrand trackingfutures researchcon

9、sumerimmersionbrand/productperceptionyou need to “listen with your eyes”demographic / 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 segm

10、entation space: the final frontierwant it, buy itfamily transportmen behaving badlycomfortable shuttledesigner knockoffbrand imaging truckconsumer immersion total reasonablemarket potentialfor the brandpeople who we willattract with elementsof the brand, but notthe focus of our“delighting” effortsth

11、e 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 values? how does this persons friends descr

12、ibe 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 the brand positioning) how do we get t

13、here? (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.automotive market overviewa.size and gr

14、owthb.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.distribution channelse.brand positionf.cus

15、tomer segmentsg.swot analysis (strengths, weaknesses, opportunities and threats)2021/10/3014positioning our brands defines the brands emotional connection with the customer fosters the development of more targeted products differentiates products within our portfolio and from competitors provides a

16、unique and compelling selling propositiontarget 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 tactics that will bring strategies

17、to lifebrand marketing processanalyzing anddiagnosingthe brand / situational analysismeasuring progresscreating thebrandpositioningdevelopingbrand plansmeasuring progress2021/10/3018human resourcespublic affairspurchasingmarketing, sales, & serviceproduct developmentfinancemanufacturingdealers /

18、 frnfrom company to branddesignsuppliers / agenciesquality/processleader-ship2021/10/3019from brand to customerevery touchpoint with the customer must reinforce the brand precise customer targeting deep consumer insight strong brands that connectemotionally and rationallywith our target customerscon

19、sumer company with cultural intensitysvap/e ratio=winning!summary 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

20、customer the art of connectingsummary 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

21、 the few and attract the manyits not about showing up its about winning.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