产品策略及品牌管理(PPT 23)

Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,*,FordLio Ho產品,策,策略及品牌,管,管理,Agenda,FordMotorCompany Product PlanningProcess,Why brandmarketing?,Consumer Insight,IntegrateBrandMarketingIntoBusiness,CaseStudy,ProductPlanning,Summary and Q&A,WhatMakesa StrongBrand?,Revised 3/29 Contact:GSCOTT12,BrandStrategyCreates Differentiation,and Synergies AmongOur 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,“ForLife”,Trustworthy,Expert,Convenient,Flexible,Innovative,Why BrandMarketing?,Proliferation of productchoices inthemarket,Increasingnumber ofproductswithsimilar quality,and performance,Product-based competitiveadvantages areshort-,lived,Consumersare looking forwaysto simplify choices,Globalization and Powerful Global Brands,Consumer Insight ProvidesBasis forConsistently DelightingConsumer,Typesof Needs,Stated,Real,Unstated,Delight,Secret,Example,Consumer wantsan inexpensivecar,Consumer wantsa carwhose operating cost,not itsinitial price,is low,Consumer expects good servicefromthe dealer,Consumer buys the car andreceivesa complimentaryU.S.roadatlas,Consumer wantsto beseenby friends asa value-oriented savvy consumer,Source:Kotler,Philip;,MarketingManagement,Consumer Insight,The Key toProduct“Hits”,Customer,Satisfaction/,OwnerLoyalty,Segmentation,Tools,Trends,Analysis,Product Satisfaction,Sales&ServiceSatisfaction,Dealer Satisfaction,OwnerLoyalty,BuyerStudies,Market Pulses,Needs-Based Segmentation,Attitudinal Segmentation,Generational Cohorts,Consumer Insight Experience,Consumer Immersions,Ethnographics,BrandPersonality,Styling/Package,Market Offering,Ad Testing,BrandTracking,Futures Research,Consumer,Immersion,Brand/Product,Perception,You Need To“ListenWithYourEyes”,8,Demographic/Vehicle Use,Age:20-25,Income:over US$5M,Education:NONE,Vehicle:Limo,Waysof Getting,“,“ConsumerInsight”,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,Totalreasonable,market potential,for the brand,Adjacent,People whowe will,attract with elements,of the brand,but not,the focusof our,“delighting”efforts,Adjacent,Core,Target,CoreTarget,The most“valuable”customerswe want todelight with,a total brand experience,Targeting,Target CustomerDescription:,Whathobbies does this personhave?,Whatlifestageis this personin?,Whatis most important inthispersonslife?,Whatare this customerscorevalues?,How does this person,s friendsdescribehim/her?,Analyzingand,Diagnosing,the Brand/,Situational Analysis,Measuring,Progress,Creating the,Brand,Positioning,Developing,BrandPlans,Process Elements,Wherearewe now?,(AnalyzingandDiagnosingtheBrand/,Situational Analysis),Wheredo we want tobe?,(Creatingthe BrandPositioning),How do weget there?,(Developing Brand Plans),How will we bemeasured?,(MeasuringProgress),Integrating Brand Marketing into our Business,SituationAnalysis ShouldAimat Broad Understanding ofMarket,General MarketOverview,Demographics,Economic Indicators,Social trends,AutomotiveMarket Overview,Sizeand Growth,Key Players,Offerings and Shares,Distribution Channels,AncillaryProducts and Channels(I.e.,financing through credit unions),Customer Segments and Trends,FordMotorCompany Overview,Sales/Share中国最大,的,的资料库下,载,载,FinancialPerformance,Key Product Offerings,Distribution Channels,BrandPosition,Customer Segments,SWOTAnalysis(Strengths,Weaknesses,Opportunities andThreats),Positioning Our Brands,defines the brandsemotionalconnectionwiththecustomer,fosters the development of more targetedproducts,differentiatesproducts withinourportfolioand from competitors,provides aunique and compelling selling proposition,10/24/2022,14,TARGET CUSTOMER,the foundation for the brand positioning,BrandPositioning,DNA,DevelopingBrandPlans,IdentifychallengesandimplicationsoftheBrandPositioning,DevelopStrategiestodeliverontheBrandPositioning,DetermineTacticsthatwillbringStrategiestolife,BrandMarketingProcess,Analyzingand,Diagnosing,theBrand/,SituationalAnalysis,Measuring,Progress,Creatingthe,Brand,Positioning,Developing,BrandPlans,Measuring,Progress,HumanResources,PublicAffairs,Purchasing,Marketing,Sales,&Service,ProductDevelopment,Finance,Manufacturing,Dealers,/FRN,FromCompanytoBrand,BRAND,Design,Suppliers,/Agencies,Quality/,Process,Leader-,ship,10/24/2022,18,From Brand to Customer,Everytouchpoint withthe customer,must reinforcethebrand,BRAND,People,Advertising,Pricing,Brochures,Sponsorship,Sales/Service,Experience,Website,Auto Show,Displays,Product,Design,10/24/2022,19,Precise Cu