福特汽车-顾客导向思维

1、1福特六和汽車公司福特六和汽車公司總裁總裁 沈英銓沈英銓以客為尊以客為尊 Consumer Headset2Build Strong BrandsThrough Consumer Insight3ObjectiveUnderstand Importance Of Consumer InsightAndBrand Building To Your Business4Vision5What is the difference between a customer and a consumerA customer is someone who is already buying our produc

2、ts 6What is a consumer company?An enterprise that is continuously gathering unfiltered consumer insights worldwide to :Connect with potential customersTranslate consumer needs into competitive advantageBuild sustained relationshipsManage portfolio of brandsGrow shareholder value7Customer / Products

3、Quadrant8Portfolio Approach To Managing The Business9What Does Transformation Mean? Move from an internalTo an external consumer and shareholder focusFrom bureaucraticBecome more nimble and entrepreneurialFrom manufacture drivenTo think from a consumer perspective10What Does Transformation Mean?From

4、 focus on cost of productionTo focus on the cost of ownershipFrom asset intensiveTo less asset intensiveFrom follow To lead11What dose a great consumer company do?12以客為尊以客為尊 Understand the importance of Consumer InsightAndBrand Building13以客為尊以客為尊 Consumer Insight We all touch the consumer- Directly

5、or indirectly- Internal customers and external customers Putting on a consumer headset is essential to becoming the worlds leading consumer company for automotive products and services14Building Strong Brands Benefit of consumer insight Which brands have compelled you as a consumer? Brands you feel

6、connected to. Brands you want to own. Brands youre proud to have purchased and to show your friends 15What Comes To Mind When You See: 16What are the characteristics of a strong brand? 17Characteristics of strong brandsRecognized and credible identitiesRelevant and differentiating benefitsConsistent

7、 messagesLoyal customersVolume and price premiumsCant be copied by competitorsEmotionally connect with consumersGreat products and services18Strong brands make the most money19Our Brand Strategy Trust The Company Love Our Brands Delight In Service We Offer20Brand market fundamentalsFord has develope

8、d some “Brand Fundamentals” that help us manage and carry out our strategy across the globeIt contains 5 categories of brand market fundamentals:21Brand market fundamentalsConsumer insight: Understanding what customer needs and how they relate to our products / services.2. Brand positioningUnderstan

9、ding our customer allow us to capture their hearts and minds by defining the brand, product benefits, personality and price valueIt contains 5 categories of brand market fundamentals:22Brand market fundamentals3. Portfolio management:Is about creating differentiation and synergies among our brands g

10、etting the right products and brand images in the right place4. Marketing mixIs creating a strong relationship with customers through our brand marketing. We have 12 marketing tactics.It contains 5 categories of brand market fundamentals:23Brand market fundamentals5. Business management:We manage ou

11、r brand strategy with 2 objectives:Are we generating shareholder value?Are we delighting our customers?It contains 5 categories of brand market fundamentals:24 CASE STUDY25Ford Primary Brand 26Issues27Objectives28Ford needs a new meaning !29Ford Brand Assets to LeverageMore fun and exciting vehicles in addition to qualityCar is not just a transportation or status. Its a source of fun and enjoymentFord providesConsumer needsZest for life30Applications31Communication32Advertising Guidelines33Advertising Guidelin