某汽车培训材料-产品策略※品牌管理英文3

FordLioHo

產品策略及品牌管理October5,2002AgendaFordMotorCompanyProductPlanningProcessWhybrandmarketing?ConsumerInsightIntegrateBrandMarketingIntoBusinessCaseStudy–ProductPlanningSummaryandQ&AWhatMakesaStrongBrand?Revised3/29Contact:GSCOTT12BrandStrategyCreatesDifferentiationandSynergiesAmongOurBrandsTheMostExclusiveClubElegantSensuousOriginalw/RefinedPowerStylishSpiritedInsightfulReliable;ConvenientServiceGenuineProgressiveSmartInnovativeExpressiveIndividualisticAmericanLuxuryIngenious…CaringSuperiorGlobalServiceSpeedandConvenienceCompetitivePricesTRUST+LOVE+DELIGHTPremierAutomotiveGroupSafety“ForLife”Trustworthy,ExpertConvenient,FlexibleInnovativeWhyBrandMarketing?ProliferationofproductchoicesinthemarketIncreasingnumberofproductswithsimilarqualityandperformanceProduct-basedcompetitiveadvantagesareshort-livedConsumersarelookingforwaystosimplifychoicesGlobalizationandPowerfulGlobalBrandsConsumerInsightProvidesBasisforConsistentlyDelightingConsumerTypesofNeedsStatedRealUnstatedDelightSecretExampleConsumerwantsaninexpensivecarConsumerwantsacarwhoseoperatingcost,notitsinitialprice,islowConsumerexpectsgoodservicefromthedealerConsumerbuysthecarandreceivesacomplimentaryU.S.roadatlasConsumerwantstobeseenbyfriendsasavalue-orientedsavvyconsumerSource:Kotler,Philip;MarketingManagementConsumerInsightTheKeytoProduct“Hits”CustomerSatisfaction/OwnerLoyaltySegmentationToolsTrendsAnalysisProductSatisfactionSales&Service

SatisfactionDealerSatisfactionOwnerLoyaltyBuyerStudiesMarketPulsesNeeds-BasedSegmentationAttitudinalSegmentationGenerationalCohortsConsumerInsightExperienceConsumerImmersionsEthnographicsBrandPersonalityStyling/PackageMarketOfferingAdTestingBrandTrackingFuturesResearchConsumerImmersionBrand/ProductPerceptionYouNeedTo“ListenWithYourEyes”8Demographic/VehicleUseAge:20-25Income:overUS$5MEducation:NONEVehicle:LimoWaysofGetting“ConsumerInsight”InterviewingEthnographicInterviewsObservationResearchAttitudinalCustomerInsightNeedsBasedCustomerSegmentationSpace:theFinalFrontierWantIt,BuyItFamilyTransportMenBehavingBadlyComfortableShuttleDesignerKnockoffBrandImaging

TruckConsumerImmersionConsumptionConsumptionTotalreasonablemarketpotentialforthebrandAdjacentPeoplewhowewillattractwithelementsofthebrand,butnotthefocusofour“delighting”effortsAdjacentCoreTargetCoreTargetThemost“valuable”customerswewanttodelightwithatotalbrandexperienceTargetingTargetCustomerDescription:Whathobbiesdoesthispersonhave?Whatlifestageisthispersonin?Whatismostimportantinthisperson’slife?Whatarethiscustomer’’scorevalues?Howdoesthisperson’’sfriendsdescribehim/her?AnalyzingandDiagnosingtheBrand/SituationalAnalysisMeasuringProgressCreatingtheBrandPositioningDevelopingBrandPlansProcessElementsWherearewenow?(AnalyzingandDiagnosingtheBrand/SituationalAnalysis)Wheredowewanttobe?(CreatingtheBrandPositioning)Howdowegetthere?(DevelopingBrandPlans)Howwillwebemeasured?(MeasuringProgress)IntegratingBrandMarketingintoourBusinessSituationAnalysisShouldAimatBroadUnderstandingofMarketGeneralMarketOverviewDemographicsEconomicIndicatorsSocialtrendsAutomotiveMarketOverviewSizeandGrowthKeyPlayers,OfferingsandSharesDistributionChannelsAncillaryProductsandChannels(I.e.,financingthroughcreditunions)CustomerSegmentsandTrendsFordMotorCompanyOverviewSales/ShareFinancialPerformanceKeyProductOfferingsDistributionChannelsBrandPositionCustomerSegmentsSWOTAnalysis(Strengths,Weaknesses,OpportunitiesandThreats)‘Positioning’’OurBrandsdefinesthebrand’semotionalconnectionwiththecustomerfostersthedevelopmentofmoretargetedproductsdifferentiatesproductswithinourportfolioandfromcompetitorsprovidesauniqueandcompelling‘‘sellingproposition’12/17/202214TARGETCUSTOMER…thefoundationforthebrandpositioningBrandPositioningDNADevelopingBrandPlansIdentifychallengesandimplicationsoftheBrandPositioningDevelopStrategiestodeliverontheBrandPositioningDetermineTacticsthatwillbringStrategiestolifeBrandMarketingProcessAnalyzingandDiagnosingtheBrand/SituationalAnalysisMeasuringProgressCreatingtheBrandPositioningDevelopingBrandPlansMeasuringProgressHumanResourcesPublicAffairsPurchasingMarketing,Sales,&ServiceProductDevelopmentFinanceManufacturingDealers/FRNFromCompanytoBrandBRANDDesignSuppliers/AgenciesQuality/ProcessLeader-ship12/17/202218FromBrandtoCustomer……EverytouchpointwiththecustomermustreinforcethebrandBRANDPeopleAdvertisingPricingBrochuresSponsorshipSales/ServiceExperienceWebsiteAutoShowDisplaysProductDesign12/17/202219PreciseCustomerTargetingDeepConsumerInsightStrongBrandsthatConnectEmotionallyandRationallywithourTargetCustomersConsumerCompanyWithCulturalIntensitySVAP/ERatio=Winning!!SummaryWhatisaBrand?Withbrands,acustomer’sperceptionISrealityStrongbrands(brandspeoplelove)areproductplusanemotionalconnectionwiththeconsumerAsacompanyweneedtoalignoureffortstobetterconnectourbrandstoourcustomer…TheArtofConnectingSummaryImpactofBrandMarketingStrongBrands………provideanemotionalconnectionwithourcustomersdelivergreaterproductdifferentiationdeliverhigherlevelsofcustomersatisfaction,ownerloyalty,salesandprofitallowless““push””andmore““pull””marketingDelightthefewandattractthemanyIt’’snotaboutshowingup…it’’saboutwinning.10RulesofGreatBrandMarketingTactics1.Buildimagearoundgroup““A””(target),sellvolumetogroup““B”.2.Startwithaverygoodproduct--daretocompare.3.Marketthetop-of-the-lineproductfirst.4.MarkettheBrandFamilyofnameplatestogetheraroundcommonbenefitsandvalues.Leadwiththenew,hotproductsandincludetheoldermodels.5.Comeupwith““newtotheworld”ideas,sothepresssellsthebrandforyou.6.Create““buzz”(positivewordofmouth)directedatspecifictargetcustomers.7.Beproudandaspirational.Useboldadvertisingthat1)getsnoticed2)makestheproductahero,and3)connectsemotionally.8.Focusallmarketingactivitiesaroundthebrandvaluesandintegrateallmarketingactivitiestoachievesynergy,efficiencyandconsistency.9.Ensurethatdealersunderstandandbuildthebrand.DevelopfacilitiesandsalesandserviceexperienceswhichareconsistentwithBrandvalues.10.Useindividualized,relationship(2:1)marketingtodevelopdeep,lastingrelationshipswithcustomers.Usetheinterneteffectivelytoconnectwithcustomers.9、静夜四四无邻，，荒居旧旧业贫。。。12月-2212月-22Saturday,December17,202210、雨中黄叶叶树，灯下下白头人。。。10:44:0510:44:0510:4412/17/202210:44:05AM11、以我我独沈沈久，，愧君君相见见频。。。12月月-2210:44:0510:44Dec-2217-Dec-2212、故故人人江江海海别别，，几几度度隔隔山山川川。。。。10:44:0510:44:0510:44Saturday,December17,202213、乍见翻疑疑梦，相悲悲各问年。。。12月-2212月-2210:44:0510:44:05December17,202214、他乡生白发发，旧国见青青山。。17十二月月202210:44:05上午午10:44:0512月-2215、比不了了得就不不比，得得不到的的就不要要。。。十二月2210:44上上午12月-2210:44December17,202216、行动出出成果，，工作出出财富。。。2022/12/1710:44:0610:44:0617December202217、做前，，能够环环视四周周；做时时，你只只能或者者最好沿沿着以脚脚为起点点的射线线向前。。。10:44:06上上午10:44上上午10:44:0612月-229、没有失败，，只有暂时停停止成功！。。12月-2212月-22Saturday,December17,202210、很多事情努努力了未必有有结果，但是是不努力却什什么改变也没没有。。10:44:0610:44:0610:4412/17/202210:44:06AM11、成功功就是是日复复一日日那一一点点点小小小努力力的积积累。。。12月月-2210:44:0610:44Dec-2217-Dec-2212、世间成成事，不不求其绝绝对圆满满，留一一份不足足，可得得无限完完美。。。10:44:0610:44:0610:44Saturday,December17,202213、不知知香积积寺，，数里里入云云峰。。。12月月-2212月月-2210:44:0610:44:06December17,202214、意志志坚强强的人人能把把世界界放在在手中中像泥泥块一一样任任意揉揉捏。。17十十二二月202210:44:06上上午午10:44:0612月月-2215、楚塞塞三湘湘接，，荆门门九派派通。。。。十二月月2210:44上上午12月月-2210:44December17,202216、少年十五五二十时，，步行夺得得胡马骑。。。2022/12/1710:44:0610:44:0617December202217、空山新雨雨后，天气气晚来秋。。。10:44:06上上午10:44上午10:44:0612月-229、杨柳柳散和和风，，青山山澹吾