产品策略及品牌管理二

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)IntegratingBrandMarketingintoourBusinessSituationAnalysisShouldAimatBroadUnderstandingofMarket‘Positioning’’OurBrandsdefinesthebrand’’semotionalconnectionwiththecustomerfostersthedevelopmentofmoretargetedproductsdifferentiatesproductswithinourportfolioandfromcompetitorsprovidesauniqueandcompelling‘‘sellingproposition’’1/7/202314TARGETCUSTOMER…thefoundationforthebrandpositioningBrandPositioningDNADevelopingBrandPlansIdentifychallengesandimplicationsoftheBrandPositioningDevelopStrategiestodeliverontheBrandPositioningDetermineTacticsthatwillbringStrategiestolifeBrandMarketingProcessAnalyzingandDiagnosingtheBrand/SituationalAnalysisMeasuringProgressCreatingtheBrandPositioningDevelopingBrandPlansMeasuringProgressHumanResourcesPublicAffairsPurchasingMarketing,Sales,&ServiceProductDevelopmentFinanceManufacturingDealers/FRNFromCompanytoBrandBRANDDesignSuppliers/AgenciesQuality/ProcessLeader-ship1/7/202318FromBrandtoCustomer…EverytouchpointwiththecustomermustreinforcethebrandBRANDPeopleAdvertisingPricingBrochuresSponsorshipSales/ServiceExperienceWebsiteAutoShowDisplaysProductDesign1/7/202319PreciseCustomerTargetingDeepConsumerInsightStrongBrandsthatConnectEmotionallyandRationallywithourTargetCustomersConsumerCompanyWithCulturalIntensitySVAP/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,sothepresssellsthebrandforyo