1、Ford LioHo產(chǎn)品策略及品牌管理October 5, 2002AgendaFord Motor Company Product Planning ProcessWhy brand marketing?Consumer InsightIntegrate Brand Marketing Into BusinessCase Study Product PlanningSummary and Q&AFPDS - Ford Product Development SystemSISCPHPASTPRCPCCLRLSJob#1S6/S541S4/S332S224S1183633.5303022221

2、6163025.52525202014141914.58181481310611854.54.53.53.53.2503.2502.2502.250S6/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 - Strategic Confirmation - Proportions & Hardpoints - Program Approval - Surface Transfer - P/T design complete - Product readiness - Confirmation Prototype - Change cut-off - Launch Readiness - Launch sign-off - Job#1 AchievedWhat Makes a St

4、rong Brand?Brand Strategy Creates Differentiation and Synergies Among Our BrandsTRUST+IngeniousCaringPremier Automotive GroupLOVE+Genuine Progressive SmartInnovative Expressive IndividualisticStylish Spirited InsightfulThe Most Exclusive ClubElegant Sensuous Original w/ RefinedAmerican LuxurySafety“

5、For Life”DELIGHTTrustworthy, Expert Convenient, Flexible InnovativeReliable; Convenient ServicePowerSuperior Global Service Speed and Convenience Competitive PricesRevised 3/29 Contact: GSCOTT12Why Brand Marketing?Proliferation of product choices in the marketIncreasing number of products with simil

6、ar quality 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 StatedRealUnstated DelightSecret Example Consu

7、mer wants an inexpensive carConsumer wants a car whose operating cost, not its initial price, is lowConsumer expects good service from the dealer Consumer buys the car and receives a complimentaryU.S. road atlasConsumer wants to be seen by friends as a value- oriented savvy consumerSource: Kotler, P

8、hilip; Marketing 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 Resea

9、rch Consumer 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 PulsesWays of Getting “Consumer Insight”Space: the Fi

10、nal FrontierWant It, Buy It Family Transport Men Behaving Badly Comfortable ShuttleDesigner Knockoff Demographic / Vehicle Use Interviewing Ethnographic Interviews Observation ResearchAge: 20-25Income: over US$5MEducation: NONEVehicle: Limo Attitudinal Customer Insight Needs Based Customer Segmentat

11、ion Brand Imaging Consumer ImmersionCore 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” effortsTargetingCore TargetConsumption Total reasonable market potential for

12、 the brandAdjacent ConsumptionTarget 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 into our Busin

13、essAnalyzing and Diagnosing the Brand /Situational AnalysisCreating the Brand PositioningMeasuring ProgressDeveloping Brand PlansProcess Elements Where 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?

14、 (Developing Brand Plans) How will we be measured? (Measuring Progress)Situation Analysis Should Aim at Broad Understanding of MarketI. General Market OverviewA. DemographicsB. Economic IndicatorsC. Social trendsII. Automotive Market OverviewA. Size and GrowthB. Key Players, Offerings and SharesC. D

15、istribution ChannelsD. Ancillary Products and Channels (I.e., financing through credit unions)E. Customer Segments and TrendsIII. Ford Motor Company OverviewA. Sales/ShareB. Financial PerformanceC. Key Product OfferingsD. Distribution ChannelsE. Brand PositionF. Customer SegmentsG. SWOT Analysis (St

16、rengths, Weaknesses, Opportunities and Threats)Positioning OurBrands defines the brands emotional connection with the customer fosters the development of more targeted products differentiates products within our portfolio and from competitors provides a unique and compelling selling proposition2018/

17、9/2914Brand PositioningDNATARGET CUSTOMERthe foundation for the brand positioningDeveloping Brand Plans Identify challenges and implications of the Brand Positioning Develop Strategies to deliver on the Brand Positioning Determine Tactics that will bring Strategies to lifeBrand Marketing ProcessAnal

18、yzing and Diagnosing the Brand /Situational AnalysisMeasuring ProgressCreating the Brand PositioningDeveloping Brand PlansMeasuring ProgressFrom Company to BrandHuman ResourcesDesignDealers/ FRNPublic AffairsManufacturingMarketing, Sales, & ServiceBRANDProduct Development2018/9/29FinanceQuality/ Pro

19、cess Leader- shipSuppliers/ AgenciesPurchasing18From Brand to CustomerEvery touchpoint with the customer must reinforce the brandPeopleBRANDSponsorship2018/9/2919Precise Customer Targeting Deep Consumer InsightStrong Brands that ConnectEmotionally and Rationally with our Target CustomersConsumer Com

20、pany With Cultural Intensity=SVAP/E RatioWinning!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 custome

21、r The Art of ConnectingSummaryImpact 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 profit allow less “push” and more “pull” marketing Delight the few

22、and attract the manyIts not about showing up its about winning.10 Rules of Great Brand Marketing Tactics1. Build image around group “A” (target), sell volume to group “B”.2. Start with a very good product - dare to compare.3. Market the top-of-the-line product first.4. Market the Brand Family of nameplates together around common benefits and values. Lead with the new, hot products and include the older m