1、Ford Lio Ho 產品策略及品牌管理,October 5, 2002,Agenda,Ford Motor Company Product Planning Process,Why brand marketing?,Consumer Insight,Integrate Brand Marketing Into Business,Case Study Product Planning,Summary and Q&A,What Makes a Strong Brand?,Revised 3/29 Contact: GSCOTT12,Brand Strategy Creates Differen
2、tiation and Synergies Among Our Brands,IngeniousCaring,TRUST,+,LOVE,+,DELIGHT,Safety,“For Life”,Trustworthy, Expert,Convenient, Flexible,Innovative,Why Brand Marketing?,Proliferation of product choices in the market,Increasing number of products with similar qualityand performance,Product-based comp
3、etitive advantages are short-lived,Consumers are looking for ways to simplify choicesGlobalization and Powerful Global Brands,Consumer Insight Provides Basis for Consistently Delighting Consumer,Types of NeedsStatedRealUnstatedDelightSecret,ExampleConsumer wants an inexpensive carConsumer wants a ca
4、r whose operating cost, not its initial price, is lowConsumer expects good service from the dealerConsumer buys the car and receives a complimentary U.S. road atlasConsumer wants to be seen by friends as a value-oriented savvy consumer,Source: Kotler, Philip; Marketing Management,8,Consumer Insight
5、The Key to Product “Hits”,Customer Satisfaction/ Owner Loyalty,Segmentation Tools,Trends Analysis,Product SatisfactionSales & Service SatisfactionDealer SatisfactionOwner LoyaltyBuyer StudiesMarket Pulses,Needs-Based SegmentationAttitudinal SegmentationGenerational Cohorts,Consumer Insight Experienc
6、eConsumer ImmersionsEthnographics,Brand PersonalityStyling/PackageMarket OfferingAd TestingBrand Tracking,Futures Research,Consumer Immersion,Brand/Product Perception,You Need To “Listen With Your Eyes”,Ways of Getting “Consumer Insight”,Consumption,Consumption Total reasonable market potential for
7、the brand,Adjacent People who we will attract with elements of the brand, but not the focus of our “delighting” efforts,Adjacent,Core Target,Core Target The most “valuable” customers we want to delight with a total brand experience,Targeting,Target Customer Description:,What hobbies does this person
8、 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?,Analyzing and Diagnosing the Brand / Situational Analysis,Measuring Progress,Creating the Brand Positioning,Developing Brand Plan
9、s,Process 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 Brand Plans)How will we be measured? (Measuring Progress),Integrating Brand Marketing into our Business,Situation Anal
10、ysis Should Aim at Broad Understanding of Market,General Market Overview Demographics Economic Indicators Social trends Automotive Market Overview Size and Growth Key Players, Offerings and Shares Distribution Channels Ancillary Products and Channels (I.e., financing through credit unions) Customer
11、Segments and Trends Ford Motor Company Overview Sales/Share Financial Performance Key Product Offerings Distribution Channels Brand Position Customer Segments SWOT Analysis (Strengths, Weaknesses, Opportunities and Threats),2018/10/18,14,Positioning Our Brands,defines the brands emotional connection
12、 with the customer fosters the development of more targeted products differentiates products within our portfolio and from competitors provides a unique and compelling selling proposition,Brand Positioning,DNA,Developing Brand Plans,Identify challenges and implications of the Brand Positioning Devel
13、op Strategies to deliver on the Brand Positioning Determine Tactics that will bring Strategies to life,Brand Marketing Process,Analyzing and Diagnosing the Brand /Situational Analysis,Measuring Progress,Creating the Brand Positioning,Developing Brand Plans,2018/10/18,18,Human Resources,Public Affair
14、s,Purchasing,Marketing, Sales, & Service,Product Development,Finance,Manufacturing,Dealers / FRN,From Company to Brand,BRAND,Design,Suppliers/ Agencies,Quality/ Process Leader- ship,2018/10/18,19,From Brand to Customer Every touchpoint with the customermust reinforce the brand,Precise Customer Targe
15、ting Deep Consumer Insight,Strong Brands that Connect Emotionally and Rationally with our Target Customers,Consumer Company With Cultural Intensity,SVA,P/E Ratio,=,Winning!,Summary What is a Brand?,With brands, a customers perception IS reality Strong brands (brands people love) are product plus ane
16、motional connection with the consumerAs a company we need to align our efforts to better connect our brands to our customer The Art of Connecting,Summary Impact of Brand Marketing,Strong Brandsprovide an emotional connection with our customersdeliver greater product differentiationdeliver higher lev
17、els of customer satisfaction, ownerloyalty, sales and profit allow less “push” and more “pull” marketing Delight the few and attract the many,Its not about showing up its about winning.,10 Rules of Great Brand Marketing Tactics,1. Build image around group “A” (target), sell volume to group “B”. 2. S
18、tart 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 benefitsand values. Lead with the new, hot products and include the older models. 5. Come up with “new to the world” ideas, so the press sells
19、 the brand for you. 6. Create “buzz” (positive word of mouth) directed at specific targetcustomers. 7. Be proud and aspirational. Use bold advertising that 1) gets noticed2) makes the product a hero, and 3) connects emotionally. 8. Focus all marketing activities around the brand values and integrate
20、 all marketing activities to achieve synergy, efficiency and consistency. 9. Ensure that dealers understand and build the brand. Develop facilities andsales and service experiences which are consistent with Brand values. 10. Use individualized, relationship (2:1) marketing to develop deep, lastingrelationships with customers. Use the internet effectively to connect withcustomers.,
