品策略及品牌管理.ppt课件

Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,*,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 Differentiation,and Synergies Among Our Brands,The Most,Exclusive,Club,Elegant,Sensuous,Original,w/,Refined,Power,Stylish,Spirited,Insightful,Reliable;,Convenient,Service,Genuine,Progressive,Smart,Innovative,Expressive,Individualistic,American,Luxury,IngeniousCaring,Superior Global Service,Speed and Convenience,Competitive Prices,TRUST,+,LOVE,+,DELIGHT,Premier Automotive Group,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 competitive 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 Needs,Stated,Real,Unstated,Delight,Secret,Example,Consumer wants an inexpensive car,Consumer wants a car whose operating cost,not its initial price,is low,Consumer expects good service from the dealer,Consumer buys the car and receives a complimentary U.S.road atlas,Consumer wants to be seen by friends as a value-oriented savvy consumer,Source:,Kotler,Philip;,Marketing Management,Consumer Insight,The Key to Product“Hits”,Customer,Satisfaction/,Owner Loyalty,Segmentation,Tools,Trends,Analysis,Product Satisfaction,Sales&ServiceSatisfaction,Dealer Satisfaction,Owner Loyalty,Buyer Studies,Market Pulses,Needs-Based Segmentation,Attitudinal Segmentation,Generational Cohorts,Consumer Insight Experience,Consumer Immersions,Ethnographics,Brand Personality,Styling/Package,Market Offering,Ad Testing,Brand Tracking,Futures Research,Consumer,Immersion,Brand/Product,Perception,You Need To“Listen With Your Eyes”,8,Demographic/Vehicle Use,Age:20-25,Income:over US$5M,Education:NONE,Vehicle:Limo,Ways of Getting“Consumer Insight”,Interviewing,Ethnographic Interviews,Observation Research,Attitudinal Customer Insight,Needs Based Customer,Segmentation,Space:the Final Frontier,Want It,Buy It,Family Transport,Men Behaving Badly,Comfortable Shuttle,Designer Knockoff,Brand Imaging,Truck,Consumer Immersion,Consumption,Consumption,Total reasonable,market potential,for 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 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 Plans,Process 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?,(Developing Brand Plans),How will we be measured?,(Measuring Progress),Integrating Brand Marketing into our Business,Situation Analysis 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 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),Positioning Our Brands,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 proposition,10/4/2024,14,TARGET CUSTOMER,the foundation for the brand positioning,Brand Positioning,DNA,Developing 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 life,Brand Marketing Process,Analyzing and,Diagnosing,the Brand/,Situational Analysis,Measuring,Progress,Creating the,Brand,Positioning,Developing,Brand Plans,Measuring,Progress,Human Resources,Public Affairs,Purchasing,Marketing,Sales,&Service,Product Development,Finance,Manufacturing,Dealers,/FRN,From Company to Brand,BRAND,Design,Suppliers,/Agencies,Quality/,Process,Leader-,ship,10/4/2024,18,From Brand to Customer,Every,touchpoint,with the customer,must reinforce the