福特汽车培训材料--产品策略品牌管理

1、Ford Lio Ho產品策略及品牌管理October 5, 20021AgendaFord Motor Company Product Planning ProcessWhy brand marketing?Consumer InsightIntegrate Brand Marketing Into BusinessCase Study Product PlanningSummary and Q&A2What Makes a Strong Brand?3Revised 3/29 Contact: GSCOTT12Brand Strategy Creates Differentiation a

2、nd Synergies Among Our BrandsThe MostExclusiveClubElegantSensuousOriginalw/RefinedPowerStylishSpiritedInsightfulReliable;ConvenientServiceGenuineProgressiveSmartInnovativeExpressiveIndividualisticAmericanLuxuryIngeniousCaringSuperior Global ServiceSpeed and ConvenienceCompetitive Prices TRUST + LOVE

3、 + DELIGHTPremier Automotive GroupSafety“For Life”Trustworthy, ExpertConvenient, FlexibleInnovative4Why 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 a

4、re looking for ways to simplify choices Globalization and Powerful Global Brands5Consumer Insight Provides Basis for Consistently Delighting ConsumerTypes of NeedsStatedRealUnstatedDelightSecretExampleConsumer wants an inexpensive carConsumer wants a car whose operating cost, not its initial price,

5、is lowConsumer expects good service from the dealerConsumer buys the car and receives a complimentary U.S. road atlasConsumer wants to be seen by friends as a value-oriented savvy consumerSource: Kotler, Philip; Marketing Management6Consumer Insight The Key to Product “Hits”CustomerSatisfaction/Owne

6、r LoyaltySegmentationToolsTrendsAnalysisProduct SatisfactionSales & ServiceSatisfactionDealer SatisfactionOwner LoyaltyBuyer StudiesMarket PulsesNeeds-Based SegmentationAttitudinal SegmentationGenerational CohortsConsumer Insight ExperienceConsumer ImmersionsEthnographicsBrand PersonalityStyling/Pac

7、kageMarket OfferingAd TestingBrand TrackingFutures ResearchConsumerImmersionBrand/ProductPerceptionYou Need To “Listen With Your Eyes”7Demographic / Vehicle Use Age: 20-25Income: over US$5MEducation: NONEVehicle: LimoWays of Getting “Consumer Insight”Interviewing Ethnographic Interviews Observation

8、Research Attitudinal Customer Insight Needs Based Customer Segmentation Space: the Final FrontierWant It, Buy ItFamily TransportMen Behaving BadlyComfortable ShuttleDesigner KnockoffBrand Imaging TruckConsumer Immersion 8ConsumptionConsumptionTotal reasonablemarket potentialfor the brandAdjacentPeop

9、le who we willattract with elementsof the brand, but notthe focus of our“delighting” effortsAdjacentCoreTargetCore TargetThe most “valuable” customers we want to delight witha total brand experienceTargeting9Target Customer Description:What hobbies does this person have?What lifestage is this person

10、 in?What is most important in this persons life?What are this customers core values?How does this persons friends describe him/her?10Analyzing andDiagnosingthe Brand / Situational AnalysisMeasuring ProgressCreating theBrandPositioningDevelopingBrand PlansProcess Elements Where are we now? (Analyzing

11、 and Diagnosing the Brand/ Situational Analysis) Where do we want to be? (Creating the Brand Positioning) How do we get there? (Developing Brand Plans) How will we be measured? (Measuring Progress)Integrating Brand Marketing into our Business11Situation Analysis Should Aim at Broad Understanding of

12、MarketGeneral Market OverviewDemographicsEconomic IndicatorsSocial trendsAutomotive Market OverviewSize and GrowthKey Players, Offerings and SharesDistribution ChannelsAncillary Products and Channels (I.e., financing through credit unions)Customer Segments and TrendsFord Motor Company OverviewSales/

13、ShareFinancial PerformanceKey Product OfferingsDistribution ChannelsBrand PositionCustomer SegmentsSWOT Analysis (Strengths, Weaknesses, Opportunities and Threats)12Positioning Our Brandsdefines the brands emotional connection with the customer fosters the development of more targeted productsdiffer

14、entiates products within our portfolio and from competitorsprovides a unique and compelling selling proposition7/15/202213TARGET CUSTOMERthe foundation for the brand positioningBrand Positioning DNA14Developing Brand PlansIdentify challenges and implications of the Brand PositioningDevelop Strategie

15、s to deliver on the Brand Positioning Determine Tactics that will bring Strategies to life15Brand Marketing ProcessAnalyzing andDiagnosingthe Brand / Situational AnalysisMeasuring ProgressCreating theBrandPositioningDevelopingBrand PlansMeasuring Progress16Human ResourcesPublic AffairsPurchasingMark

16、eting, Sales, & ServiceProduct DevelopmentFinanceManufacturingDealers / FRNFrom Company to BrandBRANDDesignSuppliers / AgenciesQuality/ProcessLeader-ship7/15/202217From Brand to CustomerEvery touchpoint with the customer must reinforce the brandBRANDPeopleAdvertisingPricingBrochuresSponsorshipSales

17、/ ServiceExperienceWebsiteAuto ShowDisplaysProductDesign7/15/202218 Precise Customer Targeting Deep Consumer Insight Strong Brands that ConnectEmotionally and Rationallywith our Target CustomersConsumer Company With Cultural IntensitySVAP/E Ratio=Winning!19Summary What is a Brand?With brands, a cust

18、omers 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 customer The Art of Connecting20Summary Impact of Brand Marketing Strong Brands provide an emotional

19、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 the few and attract the manyIts not about showing up its about winning.2110 Rules of Great Brand M

20、arketing 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 world” ideas, so the press sells the bra