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廣告作業流程,Ford Lio HoBrand Work,FLH Primary Brand Strategy,May 28,2001,BrandVision,Wherewearetoday,Confusedpositioningw/lowsocialinvolvement,Reliable/trustworthybutold/conservative,Noinnovativeproductsatisfiescustomers,Wherewewanttobe,LeadingconsumerCompany,InternationalCompanyw/localrelevancy,Abranddesiredtoown(Progressive/Energetic),FLHPrimaryBrandStrategy,PROCESSFLOWS,Definefocusedtargetcustomer,Buildbrandstrategy,Buildproductstrategy,Description:,Differen-tiatedtargetcustomerwithaspirationalneeds,Buildmarketing,advertisingandcommunicationsstrategies,Fordglobalbullseye:Highlightpoints of emphasis whichappealto target customer,Productlineup evaluatedvs.highlightedbullseye words;identifiesfitof current productsandproductgaps,Non-productstrategies evaluatedvs.highlightedbullseye words;developbrand plansandstrategiesto buildthebrand,TARGET CUSTOMERTO COUNTRY STRATEGIES,Facilitate my life,-Vehicle isnecessity for transportation.Brandareless important.,Relationship/Caring,-Very family oriented.Concerned aboutthesafety of the family.,Facew/oimage,-Consider vehiclesas an internal reward for achievement.,Social Fun,-Utilize vehicles to its full potential.,Status,-Demonstrate otherstheir achievement,Independence,-Attempt tohave control over theirdestiny.,Needed BaseSegmentation,Target Customer,Targeting atSocialFunSeg,Down-to-earth(Quality timewithclose people ismore importantthanmoney,“Balanced life”and,“,“Enjoying life”,Outgoing,adventurous,moreof arisk-takersthan all othergroups,Worldly,opentonewthings around,Emotional aboutvehicles;more of acarenthusiast,drivingnota necessity,its anexperience,PROCESSFLOWS,Define focused target customer,Build brandstrategy,Build product strategy,Description:,Differen-tiatedtarget customerwithaspirational needs,Build marketing,advertisingandcommunicationsstrategies,Fordglobalbullseye:Highlightpoints of emphasis whichappealto target customer,Productlineup evaluatedvs.highlightedbullseye words;identifiesfitof current productsandproductgaps,Non-productstrategies evaluatedvs.highlightedbullseye words;developbrand plansandstrategiesto buildthebrand,TARGET CUSTOMERTO COUNTRY STRATEGIES,PositioningStatement,In Taiwan,Fordwants tobuild carsforpeople who believe thatlifeisn,t justabout careersuccess,status,orwealth-it,s alsoaboutrelationships experiences,and happiness.For people who are(therefore)committedto making therelives better-morefulfillingmoreexciting and more fun,a life withtimefortheir friends and family-and who strive toimproveinwhatthey do.,Forpeople who appreciate aCarCompanythatuses all ofitsglobal resourcesandlocal expertisetointroduce innovative-but thoughtful productwithingenious and practicalfeatures.A Car Company that providesworld-classwaysofmaking theirlives moreenjoyable,morefun,andbetter.,Vision Focus,“,Huo-de Jing-Tsai,”,”,活得精采,ColorfulLife,PROCESSFLOWS,Define focused target customer,Build brandstrategy,Build product strategy,Description:,Differen-tiatedtarget customerwithaspirational needs,Build marketing,advertisingandcommunicationsstrategies,Fordglobalbullseye:Highlightpoints of emphasis whichappealto target customer,Productlineup evaluatedvs.highlightedbullseye words;identifiesfitof current productsandproductgaps,Non-productstrategies evaluatedvs.highlightedbullseye words;developbrand plansandstrategiesto buildthebrand,TARGET CUSTOMERTO COUNTRY STRATEGIES,PROCESSFLOWS,Define focused target customer,Build brandstrategy,Build product strategy,Description:,Differen-tiatedtarget customerwithaspirational needs,Build marketing,advertisingandcommunicationsstrategies,Fordglobalbullseye:Highlightpoints of emphasis whichappealto target customer,Productlineup evaluatedvs.highlightedbullseye words;identifiesfitof current productsandproductgaps,Non-productstrategies evaluatedvs.highlightedbullseye words;developbrand plansandstrategiesto buildthebrand,TARGET CUSTOMERTO COUNTRY STRATEGIES,Revitalize Fords imageas abrand thatproviding asolutionofenjoyingfunandexcitementof life,Rejuvenate Fords imageby connecting younger generationTaiwanese,Reinforce Fordssocialinvolvementin Taiwan,Brand Building Objective,Applications-aspects,A Zestful Brand,PrimaryBrand EMP actions,Product,Sales behavior,Showroomdeco,Mediasfavor,Internalbelief,Social involvement,PrimaryBrand EMP actions,PassionPoints Interest,Music:Localpop(WuBai,A-Mei),Sports:Gym,golfing,hiking,Entertainment:Family outing together,dinningoutat trendy restaurants,shoppingtogether,Technology:Cell phone,PDA,DVD,Other:Travel for pleasure,Financialplanning,Spike Strategy,Eachspike willbe designedto meettheunique attributeofeachnameplate and alsoconvey Primary Brand,s proposition,Onemajor spikedeployedright afternameplatesmedia launch toextendthelaunch effect,20012002,JanFebMarAprMay JunJulAugSepOctNovDecJanFebMarAprMayJun,MAV,Metrostar,Focus,Escape,Theme ParkCasualResortTrendyplacesHidden attractionsYoungTalent,Idea,Passion Points,BrandVision,FamilyOutingFashion DiningFun placesDiscover TWNColorful People,ColorLife,MAVMetrostarFocu
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