福特汽车-顾客导向思维(1)ppt课件

1、福特六和汽車公司總裁 沈英銓以客為尊 Consumer Headset1.Build Strong BrandsThrough Consumer Insight2.ObjectiveUnderstand Importance Of Consumer InsightAndBrand Building To Your Business3.VisionBecoming The Worlds Leading Consumer Company4.A consumer is someone who has the potential to buy our productWhat is the differ

2、ence between a customer and a consumerA customer is someone who is already buying our products 5.What is a consumer company?An enterprise that is continuously gathering unfiltered consumer insights worldwide to :Connect with potential customersTranslate consumer needs into competitive advantageBuild

3、 sustained relationshipsManage portfolio of brandsGrow shareholder value6.Customer / Products Quadrant7.Portfolio Approach To Managing The Business8.What Does Transformation Mean? Move from an internalTo an external consumer and shareholder focusFrom bureaucraticBecome more nimble and entrepreneuria

4、lFrom manufacture drivenTo think from a consumer perspective9.What Does Transformation Mean?From focus on cost of productionTo focus on the cost of ownershipFrom asset intensiveTo less asset intensiveFrom follow To lead10.What dose a great consumer company do?11.以客為尊 Understand the importance of Con

5、sumer InsightAndBrand Building12.以客為尊 Consumer Insight We all touch the consumer- Directly 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 services13.Building Strong Brands

6、 Benefit of consumer insight Which brands have compelled you as a consumer? Brands you feel connected to. Brands you want to own. Brands youre proud to have purchased and to show your friends 14.What Comes To Mind When You See: 15.What are the characteristics of a strong brand? 16.Characteristics of

7、 strong brandsRecognized and credible identitiesRelevant and differentiating benefitsConsistent messagesLoyal customersVolume and price premiumsCant be copied by competitorsEmotionally connect with consumersGreat products and services17.Strong brands make the most money18.Our Brand Strategy Trust Th

8、e Company Love Our Brands Delight In Service We Offer19.Brand market fundamentalsFord has developed some “Brand Fundamentals that help us manage and carry out our strategy across the globeIt contains 5 categories of brand market fundamentals:20.Brand market fundamentalsConsumer insight: Understandin

9、g what customer needs and how they relate to our products / services.2. Brand positioningUnderstanding 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:21.Brand market fun

10、damentals3. Portfolio management:Is about creating differentiation and synergies among our brands getting 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 cat

11、egories of brand market fundamentals:22.Brand market fundamentals5. Business management:We manage our brand strategy with 2 objectives:Are we generating shareholder value?Are we delighting our customers?It contains 5 categories of brand market fundamentals:23. CASE STUDY24.Ford Primary Brand 25.Issu

12、esOld, conservative, boringLosing contact with younger generationNot proud to own a FordLack of social involvement26.ObjectivesRevitalize Fords image as a brand that providing a solution of enjoying fun and excitement of lifeRejuvenate Fords image by connecting younger generation TaiwaneseReinforce

13、Fords social involvement in Taiwan 27.Ford needs a new meaning !28.Ford 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 life29.ApplicationsA Zestful Brand Com

14、municationProductSales behaviorShowroomdecoMedias favorInternal beliefSocial involvement30.CommunicationSet brand advertising guidelines that shape Ford into a Zestful brandOperate a series of owners programs that reinforce vehicles fun and excitement attributes 31.Advertising Guidelines“Zest for Li

15、fe shapes Fords attitude to life:EnergeticPassionateOptimisticFresh32.Advertising GuidelinesFords advertising carries the tonality of :Fun Smart HumorousWestern 33.Video34.Owners ProgramsNBX:Stunning off-road experience for SUV ownersFDA:Thrilling driving dynamics experience for car fans 35.Video36.

16、Internal BeliefTOC NFL press conference to announce the new brand vision “Zest for Life to pressFull scale employee kick-off ceremony to reinforce the internal beliefDepartmental actions to realize the new brand vision 37.Video/Photos38.Project Adventure Training39.Zest for LifeEmployee Moral Boosting40.Zest for Life Aerobic Programs41.AchievementsBrand communicationThe most recognized TV commercials i