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 Different
2、iation 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 quality and performance,Product-based comp
3、etitive advantages are short- lived,Consumers are looking for ways to simplify choices Globalization and Powerful Global Brands,Consumer Insight Provides Basis for Consistently Delighting Consumer,Types of NeedsStatedRealUnstatedDelightSecret,ExampleConsumer wants an inexpensive carConsumer wants a
4、car 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 Insigh
5、t The Key to Product “Hits”,CustomerSatisfaction/Owner Loyalty,SegmentationTools,TrendsAnalysis,Product SatisfactionSales & ServiceSatisfactionDealer SatisfactionOwner LoyaltyBuyer StudiesMarket Pulses,Needs-Based SegmentationAttitudinal SegmentationGenerational Cohorts,Consumer Insight ExperienceCo
6、nsumer ImmersionsEthnographics,Brand PersonalityStyling/PackageMarket OfferingAd TestingBrand Tracking,Futures Research,ConsumerImmersion,Brand/ProductPerception,You Need To “Listen With Your Eyes”,Ways of Getting “Consumer Insight”,Consumption,ConsumptionTotal reasonablemarket potentialfor the bran
7、d,AdjacentPeople who we willattract with elementsof the brand, but notthe focus of our“delighting” efforts,Adjacent,CoreTarget,Core TargetThe most “valuable” customers we want to delight witha total brand experience,Targeting,Target Customer Description:,What hobbies does this person have?What lifes
8、tage 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 andDiagnosingthe Brand / Situational Analysis,Measuring Progress,Creating theBrandPositioning,DevelopingBrand Plans,Process Elements Where
9、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 Analysis Should Aim at B
10、road Understanding of Market,General Market OverviewDemographicsEconomic IndicatorsSocial trendsAutomotive Market OverviewSize and GrowthKey Players, Offerings and SharesDistribution ChannelsAncillary Products and Channels (I.e., financing through credit unions)Customer Segments and TrendsFord Motor
11、 Company OverviewSales/ShareFinancial PerformanceKey Product OfferingsDistribution ChannelsBrand PositionCustomer SegmentsSWOT Analysis (Strengths, Weaknesses, Opportunities and Threats),2018/4/27,14,Positioning Our Brands,defines the brands emotional connection with the customer fosters the develop
12、ment of more targeted productsdifferentiates products within our portfolio and from competitorsprovides a unique and compelling selling proposition,Brand Positioning,DNA,Developing Brand Plans,Identify challenges and implications of the Brand PositioningDevelop Strategies to deliver on the Brand Pos
13、itioning Determine Tactics that will bring Strategies to life,Brand Marketing Process,Analyzing andDiagnosingthe Brand / Situational Analysis,Measuring Progress,Creating theBrandPositioning,DevelopingBrand Plans,2018/4/27,18,Human Resources,Public Affairs,Purchasing,Marketing, Sales, & Service,Produ
14、ct Development,Finance,Manufacturing,Dealers / FRN,From Company to Brand,BRAND,Design,Suppliers / Agencies,Quality/ProcessLeader-ship,2018/4/27,19,From Brand to CustomerEvery touchpoint with the customer must reinforce the brand,Precise Customer Targeting Deep Consumer Insight,Strong Brands that Con
15、nectEmotionally and Rationallywith our Target Customers,Consumer Company With Cultural Intensity,SVA,P/E Ratio,=,Winning!,Summary What is a Brand?,With brands, a customers perception IS realityStrong brands (brands people love) are product plus an emotional connection with the consumer As a company
16、we need to align our efforts to better connect our brands to our customer The Art of Connecting,Summary Impact of Brand Marketing,Strong Brands provide an emotional connection with our customers deliver greater product differentiation deliver higher levels of customer satisfaction, owner loyalty, sa
17、les 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. Start with a very good product - dare to compare
18、.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 models.5. Come up with “new to the world” ideas, so the press sells the brand for you.6. Create “buzz” (positive wor
19、d of mouth) directed at specific target customers. 7. Be proud and aspirational. Use bold advertising that 1) gets noticed 2) makes the product a hero, and 3) connects emotionally.8. Focus all marketing activities around the brand values and integrate all marketing activities to achieve synergy, eff
20、iciency and consistency.9. Ensure that dealers understand and build the brand. Develop facilities and sales and service experiences which are consistent with Brand values.10. Use individualized, relationship (2:1) marketing to develop deep, lasting relationships with customers. Use the internet effectively to connect with customers.,
