福特汽車培訓(xùn)材料產(chǎn)品策略品牌管理

1、Ford Lio Ho產(chǎn)品策略及品牌管理October5, 2002AgendaFord Motor Company Product Planning ProcessSummary and Q&ACase Study Product PlanningIntegrate Brand Marketing Into BusinessConsumer InsightWhy brand marketing?FPDS - Ford Product Development SystemSISCPHPASTPRCPCCLRLSJob#1S6/S5413633.53025.51914.584.53.250S4/

2、S33230302525181484.53.250S22422222020131063.52.250S1181616141411853.52.250S6/S5- All new vehicles with major engine, P/T upgrade, 1st use emissionS4/ S3- New exterior w/ c/o lower structre, minor engine/ trans, new calib/ major emissionsS2- Minor freshening w/ c/o engine/ trans, moderate calibration

3、S1- Trim w/ c/o P/T, minor calibration - Strategic Intent - Product readiness - Strategic Confirmation - Confirmation Prototype - Proportions & Hardpoints - Change cut-off - Program Approval - Launch Readiness - Surface Transfer - Launch sign-off - P/T design complete - Job#1 AchievedWhat Makes a St

4、rong Brand?Brand Strategy Creates Differentiation and Synergies Among Our BrandsTRUSTIngeniousCaring+LOVEInnovative Expressive IndividualisticAmericanStylish Spirited InsightfulGenuineThe Most Exclusive ClubSafety“For Life”Elegant Sensuous Original w/ Refined PowerLuxuryProgressiveSmart+DELIGHTSuper

5、ior Global ServiceReliable; Convenient ServiceSpeed and ConvenienceCompetitive PricesTrustworthy, Expert Convenient, Flexible InnovativeRevised 3/29 Contact: GSCOTT12Premier Automotive GroupWhy Brand Marketing?Proliferation of product choices in the marketIncreasing number of products with similar q

6、uality and performanceProduct-based competitive advantages are short- livedConsumers are looking for ways to simplify choices Globalization and Powerful Global BrandsConsumer Insight Provides Basis for Consistently Delighting Consumer Types of Needs ExampleStatedConsumer wants an inexpensive carReal

7、Consumer wants a car whose operating cost, not its initial price, is lowUnstatedConsumer expects good service from the dealerDelightConsumer buys the car and receives a complimentaryU.S. road atlasSecretConsumer wants to be seen by friends as a value- oriented savvy consumerSource: Kotler, Philip; M

8、arketing Management8Consumer InsightThe Key to Product “Hits”You Need To “Listen With Your Eyes”Segmentation ToolsTrends AnalysisConsumer ImmersionBrand/Product PerceptionCustomer Satisfaction/ Owner Loyalty Needs-Based Segmentation Attitudinal Segmentation Generational Cohorts Futures Research Cons

9、umer Insight Experience Consumer Immersions Ethnographics Brand Personality Styling/Package Market Offering Ad Testing Brand Tracking Product Satisfaction Sales & Service Satisfaction Dealer Satisfaction Owner Loyalty Buyer Studies Market PulsesAge: 20-25Income: over US$5MEducation: NONEVehicle: Lim

10、oSpace: the Final FrontierWant It, Buy It Family Transport Men Behaving Badly Comfortable ShuttleDesigner KnockoffWays of Getting “Consumer Insight” Demographic / Vehicle Use Interviewing Ethnographic Interviews Observation Research Attitudinal Customer Insight Needs Based Customer Segmentation Bran

11、d Imaging Consumer ImmersionTargetingCore TargetThe most “valuable” customers we want to delight witha total brand experienceAdjacentPeople who we will attract with elements of the brand, but not the focus of our“delighting” effortsCore TargetConsumption Total reasonable market potential for the bra

12、ndAdjacentConsumptionTarget Customer Description:What hobbies does this person have? What lifestage is this person in?What is most important in this persons life?What are this customers core values?How does this persons friends describe him/her?Integrating Brand Marketing intoour BusinessAnalyzing a

13、nd Diagnosing the Brand /Creating the Brand PositioningSituational AnalysisMeasuring ProgressDeveloping Brand PlansProcess ElementsWhere are we now? (Analyzing and Diagnosing the Brand/ Situational Analysis)Where do we want to be? (Creating the Brand Positioning)How do we get there? (Developing Bran

14、d Plans)How will we be measured? (Measuring Progress)Situation Analysis Should Aim at Broad Understanding of MarketI.General Market OverviewA.B.C.Demographics Economic Indicators Social trendsII.Automotive Market OverviewA.B.C.D.E.Size and GrowthKey Players, Offerings and Shares Distribution Channel

15、sAncillary Products and Channels (I.e., financing through credit unions)Customer Segments and TrendsIII.Ford Motor Company OverviewA.B.C.D.E.F.G.Sales/ShareFinancial Performance Key Product Offerings Distribution Channels Brand Position Customer SegmentsSWOT Analysis (Strengths, Weaknesses, Opportun

16、ities and Threats)Positioning OurBrandsdefines the brands emotional connection with the customerfosters the development of more targeted productsdifferentiates products within our portfolio and from competitorsprovides a unique and compelling sellingproposition2018/10/314Brand PositioningDNATARGET C

17、USTOMERthe foundation for the brand positioningDeveloping Brand PlansIdentify challenges and implications of the Brand PositioningDevelop Strategies to deliver on the Brand PositioningDetermine Tactics that will bring Strategies to lifeBrand Marketing ProcessAnalyzing andCreating the Brand Positioni

18、ngDiagnosing the Brand /Situational AnalysisMeasuring ProgressDeveloping Brand PlansMeasuring ProgressFrom Company to BrandDesignHuman ResourcesDealers/ FRNManufacturingPublic AffairsBRANDMarketing, Sales, & ServiceProduct DevelopmentFinancePurchasingQuality/ Process Leader- shipSuppliers/ Agencies2

19、018/10/318From Brand to CustomerEvery touchpoint with the customer must reinforce the brandPeopleBRANDSponsorship2018/10/319Precise Customer Targeting Deep Consumer InsightStrong Brands that Connect Emotionally and Rationally with our Target CustomersConsumer Company With Cultural Intensity=SVAP/E R

20、atioWinning!Summary What is a Brand? With brands, a customers perception IS reality Strong 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 ConnectingSummaryImpact

21、of Brand MarketingStrong Brands provide an emotional connection with our customers deliver greater product differentiation deliver higher levels of customer satisfaction, owner loyalty, sales and profitallow less “push” and more “pull” marketing Delight the few and attract the manyIts not about show

22、ing up its about winning.10 Rules of Great Brand Marketing TacticsBuild image around group “A” (target), sell volume to group “B”. Start with a very good product - dare to compare.Market the top-of-the-line product first.Market the Brand Family of nameplates together around common benefits and values. Lead with the new, hot products and include the older models. Co