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FordLioHoBrandWork FLHPrimaryBrandStrategy BrandVision WherewearetodayConfusedpositioningw lowsocialinvolvementReliable trustworthybutold conservativeNoinnovativeproductsatisfiescustomers WherewewanttobeLeadingconsumerCompanyInternationalCompanyw localrelevancyAbranddesiredtoown Progressive Energetic FLHPrimaryBrandStrategy PROCESSFLOWS Definefocusedtargetcustomer Buildbrandstrategy Buildproductstrategy Description Differen tiatedtargetcustomerwithaspirationalneeds Buildmarketing advertisingandcommunicationsstrategies Fordglobalbullseye Highlightpointsofemphasiswhichappealtotargetcustomer Productlineupevaluatedvs highlightedbullseyewords identifiesfitofcurrentproductsandproductgaps Non productstrategiesevaluatedvs highlightedbullseyewords developbrandplansandstrategiestobuildthebrand TARGETCUSTOMERTOCOUNTRYSTRATEGIES Facilitatemylife Vehicleisnecessityfortransportation Brandarelessimportant Relationship Caring Veryfamilyoriented Concernedaboutthesafetyofthefamily Facew oimage Considervehiclesasaninternalrewardforachievement SocialFun Utilizevehiclestoitsfullpotential Status DemonstrateotherstheirachievementIndependence Attempttohavecontrolovertheirdestiny NeededBaseSegmentation TargetCustomer TargetingatSocialFunSeg Down to earth Qualitytimewithclosepeopleismoreimportantthanmoney Balancedlife and Enjoyinglife Outgoing adventurous moreofarisk takersthanallothergroupsWorldly opentonewthingsaroundEmotionalaboutvehicles moreofacarenthusiast drivingnotanecessity it sanexperience PROCESSFLOWS Definefocusedtargetcustomer Buildbrandstrategy Buildproductstrategy Description Differen tiatedtargetcustomerwithaspirationalneeds Buildmarketing advertisingandcommunicationsstrategies Fordglobalbullseye Highlightpointsofemphasiswhichappealtotargetcustomer Productlineupevaluatedvs highlightedbullseyewords identifiesfitofcurrentproductsandproductgaps Non productstrategiesevaluatedvs highlightedbullseyewords developbrandplansandstrategiestobuildthebrand TARGETCUSTOMERTOCOUNTRYSTRATEGIES PositioningStatement InTaiwan Fordwantstobuildcarsforpeoplewhobelievethatlifeisn tjustaboutcareersuccess status orwealth it salsoaboutrelationshipsexperiences andhappiness Forpeoplewhoare therefore committedtomakingtherelivesbetter morefulfillingmoreexcitingandmorefun alifewithtimefortheirfriendsandfamily andwhostrivetoimproveinwhattheydo ForpeoplewhoappreciateaCarCompanythatusesallofitsglobalresourcesandlocalexpertisetointroduceinnovative butthoughtfulproductwithingeniousandpracticalfeatures ACarCompanythatprovidesworld classwaysofmakingtheirlivesmoreenjoyable morefun andbetter VisionFocus Huo deJing Tsai 活得精采 ColorfulLife PROCESSFLOWS Definefocusedtargetcustomer Buildbrandstrategy Buildproductstrategy Description Differen tiatedtargetcustomerwithaspirationalneeds Buildmarketing advertisingandcommunicationsstrategies Fordglobalbullseye Highlightpointsofemphasiswhichappealtotargetcustomer Productlineupevaluatedvs highlightedbullseyewords identifiesfitofcurrentproductsandproductgaps Non productstrategiesevaluatedvs highlightedbullseyewords developbrandplansandstrategiestobuildthebrand TARGETCUSTOMERTOCOUNTRYSTRATEGIES PROCESSFLOWS Definefocusedtargetcustomer Buildbrandstrategy Buildproductstrategy Description Differen tiatedtargetcustomerwithaspirationalneeds Buildmarketing advertisingandcommunicationsstrategies Fordglobalbullseye Highlightpointsofemphasiswhichappealtotargetcustomer Productlineupevaluatedvs highlightedbullseyewords identifiesfitofcurrentproductsandproductgaps Non productstrategiesevaluatedvs highlightedbullseyewords developbrandplansandstrategiestobuildthebrand TARGETCUSTOMERTOCOUNTRYSTRATEGIES RevitalizeFord simageasabrandthatprovidingasolutionofenjoyingfunandexcitementoflifeRejuvenateFord simagebyconnectingyoungergenerationTaiwaneseReinforceFord ssocialinvolvementinTaiwan BrandBuildingObjective Applications aspects AZestfulBrand PrimaryBrandEMPactions Product Salesbehavior Showroomdeco Media sfavor Internalbelief Socialinvolvement PrimaryBrandEMPactions PassionPointsInterest Music Localpop WuBai A Mei Sports Gym golfing hikingEntertainment Familyoutingtogether dinningoutattrendyrestaurants shoppingtogetherTechnology Cellphone PDA DVDOther Travelforpleasure Financialplanning SpikeStrategy EachspikewillbedesignedtomeettheuniqueattributeofeachnameplateandalsoconveyPrimaryBrand spropositionOnemajorspikedeployedrightafternameplate smedialaunchtoextendthelauncheffect 20012002 JanFebMarAprMayJunJulAugSepOctNovDecJanFebMarAprMayJun MAV Metrostar Focus Escape ThemeParkCasualResortTrendyplacesHiddenattractionsYoungTalent IdeaPassionPointsBrandVision FamilyOutingFashionDiningFunplacesDiscoverTWNColorfulPeople ColorLife MAVMetrostarFocusEscape Bottom upStrategySpikeAllocation Communicationguidelines Activa Tierra Ixion Escape Focus Mondeo PRZ Windstar 活得精采 NameplateIntegration CommunicationActivity PrimaryBrandTactics Kick offPress InternalBelief 1 Conveythenewbrandvision2 Employee sinvolvement3 Getconsensus 1 Announcethenewbrandvision slogantooutsidepress MediaLog 1 Reinforcethenewbrandvision newlifeattitudeamonggeneralpublicthroughvariousmediasupport ColorfulLife DesiredOutcomeafter18months Zestfulpeople young famous excitingandhealthy drivingFord szestfulvehicl

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