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福特六和汽車公司總裁沈英銓以客為尊ConsumerHeadset1BuildStrongBrandsThroughConsumerInsight2ObjectiveUnderstandImportanceOf

ConsumerInsightAndBrandBuildingToYourBusiness3VisionBecomingTheWorld’sLeadingConsumerCompany4AconsumerissomeonewhohasthepotentialtobuyourproductWhatisthedifferencebetweenacustomerandaconsumerAcustomerissomeonewhoisalreadybuyingourproducts5Whatisaconsumercompany?Anenterprisethatiscontinuouslygatheringunfilteredconsumerinsightsworldwideto:ConnectwithpotentialcustomersTranslateconsumerneedsintocompetitiveadvantageBuildsustainedrelationshipsManageportfolioofbrandsGrowshareholdervalue6Customer/ProductsQuadrant7PortfolioApproachToManagingTheBusiness8WhatDoesTransformationMean?

MovefromaninternalToanexternalconsumerandshareholderfocusFrombureaucraticBecomemorenimbleandentrepreneurialFrommanufacturedrivenTothinkfromaconsumerperspective9WhatDoesTransformationMean?FromfocusoncostofproductionTofocusonthecostofownershipFromassetintensiveTolessassetintensiveFromfollowTolead10Whatdoseagreatconsumercompanydo?11以客為尊UnderstandtheimportanceofConsumerInsightAndBrandBuilding12以客為尊ConsumerInsightWealltouchtheconsumer-Directlyorindirectly-InternalcustomersandexternalcustomersPuttingonaconsumerheadsetisessentialtobecomingtheworlds’leadingconsumercompanyforautomotiveproductsandservices13BuildingStrongBrandsBenefitofconsumerinsightWhichbrandshavecompelledyouasaconsumer?Brandsyoufeelconnectedto.Brandsyouwanttoown.Brandsyou’’reproudtohavepurchasedandtoshowyourfriends14WhatComesToMindWhenYouSee:15Whatarethecharacteristicsofastrongbrand?16CharacteristicsofstrongbrandsRecognizedandcredibleidentitiesRelevantanddifferentiatingbenefitsConsistentmessagesLoyalcustomersVolumeandpricepremiumsCan’tbecopiedbycompetitorsEmotionallyconnectwithconsumersGreatproductsandservices17Strongbrandsmakethemostmoney18OurBrandStrategyTrustTheCompanyLoveOurBrandsDelightInServiceWeOffer19BrandmarketfundamentalsFordhasdevelopedsome““BrandFundamentals”thathelpusmanageandcarryoutourstrategyacrosstheglobeItcontains5categoriesofbrandmarketfundamentals:20BrandmarketfundamentalsConsumerinsight:Understandingwhatcustomerneedsandhowtheyrelatetoourproducts/services.2.BrandpositioningUnderstandingourcustomerallowustocapturetheirheartsandmindsbydefiningthebrand,productbenefits,personalityandpricevalueItcontains5categoriesofbrandmarketfundamentals:21Brandmarketfundamentals3.Portfoliomanagement:Isaboutcreatingdifferentiationandsynergiesamongourbrandsgettingtherightproductsandbrandimagesintherightplace4.MarketingmixIscreatingastrongrelationshipwithcustomersthroughourbrandmarketing.Wehave12marketingtactics.Itcontains5categoriesofbrandmarketfundamentals:22Brandmarketfundamentals5.Businessmanagement:Wemanageourbrandstrategywith2objectives:Arewegeneratingshareholdervalue?Arewedelightingourcustomers?Itcontains5categoriesofbrandmarketfundamentals:23CASESTUDY24FordPrimaryBrand25IssuesOld,conservative,boringLosingcontactwithyoungergenerationNotproudtoownaFordLackofsocialinvolvement26ObjectivesRevitalizeFord’simageasabrandthatprovidingasolutionofenjoyingfunandexcitementoflifeRejuvenateFord’simagebyconnectingyoungergenerationTaiwaneseReinforceFord’ssocialinvolvementinTaiwan27Fordneedsanewmeaning!!28FordBrandAssetstoLeverageMorefunandexcitingvehiclesinadditiontoqualityCarisnotjustatransportationorstatus.It’sasourceoffunandenjoymentFordprovidesConsumerneedsZestforlife29ApplicationsAZestfulBrandCommunicationProductSalesbehaviorShowroomdecoMedia’sfavorInternalbeliefSocialinvolvement30CommunicationSetbrandadvertisingguidelinesthatshapeFordintoaZestfulbrandOperateaseriesofownersprogramsthatreinforcevehicles’funandexcitementattributes31AdvertisingGuidelines“ZestforLife”shapesFord’sattitudetolife:EnergeticPassionateOptimisticFresh32AdvertisingGuidelinesFord’sadvertisingcarriesthetonalityof:FunSmartHumorousWestern33Video34OwnersProgramsNBX: Stunningoff-roadexperienceforSUVownersFDA: Thrillingdrivingdynamicsexperienceforcarfans35Video36InternalBeliefTOCNFLpressconferencetoannouncethenewbrandvision““ZestforLife””topressFullscaleemployeekick-offceremonytoreinforcetheinternalbeliefDepartmentalactionstorealizethenewbrandvision37Video/Photos38ProjectAdventureTraining39ZestforLifeEmployeeMoralBoosting40ZestforLife–AerobicPrograms41AchievementsBrandcommunicationThemostrecognizedTVcommercial

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