版权说明:本文档由用户提供并上传,收益归属内容提供方,若内容存在侵权,请进行举报或认领
文档简介
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
温馨提示
- 1. 本站所有资源如无特殊说明,都需要本地电脑安装OFFICE2007和PDF阅读器。图纸软件为CAD,CAXA,PROE,UG,SolidWorks等.压缩文件请下载最新的WinRAR软件解压。
- 2. 本站的文档不包含任何第三方提供的附件图纸等,如果需要附件,请联系上传者。文件的所有权益归上传用户所有。
- 3. 本站RAR压缩包中若带图纸,网页内容里面会有图纸预览,若没有图纸预览就没有图纸。
- 4. 未经权益所有人同意不得将文件中的内容挪作商业或盈利用途。
- 5. 人人文库网仅提供信息存储空间,仅对用户上传内容的表现方式做保护处理,对用户上传分享的文档内容本身不做任何修改或编辑,并不能对任何下载内容负责。
- 6. 下载文件中如有侵权或不适当内容,请与我们联系,我们立即纠正。
- 7. 本站不保证下载资源的准确性、安全性和完整性, 同时也不承担用户因使用这些下载资源对自己和他人造成任何形式的伤害或损失。
最新文档
- 山西省2020年中考数学真题试卷(含答案)
- 保定学院《初等数论》2023-2024学年第一学期期末试卷
- 宝鸡文理学院《幼儿园美术》2021-2022学年第一学期期末试卷
- 保定学院《标志与字体设计》2021-2022学年第一学期期末试卷
- 新课标2023版高考地理一轮检测二十二海水运动和海-气相互作用
- 智能戒指数据处理项目可行性实施报告
- 宝鸡文理学院《曲式与作品分析》2021-2022学年第一学期期末试卷
- 复苏器项目可行性实施报告
- 【初中英语】100句经典名言帮你梳理100个英语语法
- 工业用破碎机相关项目实施方案
- 部编人教版最新六年级数学上册应用题与解决问题专项
- 卧式水轮发电机安装工艺
- 宁波市珍贵用材树种资源发展规划报告
- 3D打印笔创意制作(课堂PPT)
- 生物统计学题型
- 等级医院重症医学科高风险管理制度
- 有效市场假说.ppt
- 路面工程沥青下面层首件工程施工方案
- 16.金色的草地(课堂实录)
- 部编版六年级上册《习作例文:爸爸的计划》语文教案
- 汉字拼音描红(声母韵母有书写顺序)
评论
0/150
提交评论