福特汽车重点培训材料——产品策略※品牌发展管理

1、福特汽车重点培训材料福特汽车重点培训材料产品策略产品策略品牌发展管理品牌发展管理AgendaFPDS - 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/ S3-

2、 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 & Hardpoint

3、s - 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 MostExclusiveClubElegantSensuousOrigina

4、lw/RefinedPowerStylishSpiritedInsightfulReliable;ConvenientServiceGenuineProgressiveSmartInnovativeExpressiveIndividualisticAmericanLuxuryIngeniousCaringSuperior Global ServiceSpeed and ConvenienceCompetitive Prices TRUST + LOVE + DELIGHTPremier Automotive GroupSafety“For Life”Trustworthy, ExpertCon

5、venient, 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 Powerful Global

6、 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 the car a

7、nd 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 & Servic

8、eSatisfactionDealer SatisfactionOwner LoyaltyBuyer StudiesMarket PulsesNeeds-Based SegmentationAttitudinal SegmentationGenerational CohortsConsumer Insight ExperienceConsumer ImmersionsEthnographicsBrand PersonalityStyling/PackageMarket OfferingAd TestingBrand TrackingFutures ResearchConsumerImmersi

9、onBrand/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 Segmentation Spa

10、ce: 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” effortsThe most “valu

11、able” 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 describe him/her?

12、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 there? (Devel

13、oping Brand Plans) How will we be measured? (Measuring Progress)Integrating Brand Marketing into our BusinessSituation Analysis Should Aim at Broad Understanding of MarketGeneral Market OverviewDemographicsEconomic IndicatorsSocial trendsAutomotive Market OverviewSize and GrowthKey Players, Offering

14、s and SharesDistribution ChannelsAncillary Products and Channels (I.e., financing through credit unions)Customer Segments and TrendsFord Motor Company OverviewSales/ShareFinancial PerformanceKey Product OfferingsDistribution ChannelsBrand PositionCustomer SegmentsSWOT Analysis (Strengths, Weaknesses

15、, Opportunities and Threats)2022/2/1914Positioning 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 unique and compelling selling propositionTARGET CUSTO

16、MERthe 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 to lifeBrand Marketing ProcessAnalyzing andDiagnosing

17、the Brand / Situational AnalysisMeasuring ProgressCreating theBrandPositioningDevelopingBrand PlansMeasuring Progress2022/2/1918Human ResourcesPublic AffairsPurchasingMarketing, Sales, & ServiceProduct DevelopmentFinanceManufacturingDealers / FRNFrom Company to BrandDesignSuppliers / AgenciesQuality

18、/ProcessLeader-ship2022/2/1919From 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 CustomersConsumer Company With Cultural IntensitySVAP/E Ratio=Winning!Summary Impact of Brand Marketing Strong Brands provide