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单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,FordLioHo,產品策略,及,及品牌管,理,理,October5,2002,Agenda,FordMotor Company Product PlanningProcess,Whybrand marketing?,ConsumerInsight,Integrate BrandMarketing Into Business,CaseStudy ProductPlanning,SummaryandQ&A,WhatMakes aStrongBrand?,Revised3/29Contact:GSCOTT12,Brand Strategy Creates Differentiation,andSynergies AmongOurBrands,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,WhyBrand Marketing?,Proliferation ofproductchoicesinthemarket,Increasing number ofproducts with similar quality,andperformance,Product-based competitive advantagesareshort-,lived,Consumers are looking for ways to simplify choices,Globalization and Powerful Global Brands,ConsumerInsightProvides BasisforConsistentlyDelightingConsumer,Types ofNeeds,Stated,Real,Unstated,Delight,Secret,Example,Consumerwants an inexpensive car,Consumerwants acarwhose operatingcost,not its initial price,islow,Consumerexpectsgood service from the dealer,Consumerbuys the car and receives acomplimentary U.S.roadatlas,Consumerwants to beseen byfriendsasa value-orientedsavvy consumer,Source:Kotler,Philip;,Marketing Management,8,ConsumerInsight,TheKeyto Product“Hits,”,”,Customer,Satisfaction/,Owner Loyalty,Segmentation,Tools,Trends,Analysis,ProductSatisfaction,Sales&ServiceSatisfaction,Dealer Satisfaction,Owner Loyalty,Buyer Studies,Market Pulses,Needs-BasedSegmentation,AttitudinalSegmentation,GenerationalCohorts,ConsumerInsightExperience,ConsumerImmersions,Ethnographics,Brand Personality,Styling/Package,Market Offering,Ad Testing,Brand Tracking,FuturesResearch,Consumer,Immersion,Brand/Product,Perception,YouNeedTo,“,“ListenWithYour Eyes”,Demographic/Vehicle Use,Age:20-25,Income:over US$5M,Education:NONE,Vehicle:Limo,WaysofGetting,“,“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,forthebrand,Adjacent,People who we will,attractwithelements,of the brand,but not,thefocus ofour,“delighting”efforts,Adjacent,Core,Target,CoreTarget,Themost,“,“valuable”customers wewant todelightwith,a totalbrand experience,Targeting,Target CustomerDescription:,Whathobbiesdoes this person have?,Whatlifestage is this person in?,Whatismostimportant in this personslife?,Whatarethis customerscore values?,Howdoesthis person,s friends describehim/her?,Analyzing and,Diagnosing,theBrand/,SituationalAnalysis,Measuring,Progress,Creatingthe,Brand,Positioning,Developing,Brand Plans,ProcessElements,Where are wenow?(AnalyzingandDiagnosingtheBrand/,SituationalAnalysis),Where dowewanttobe?(Creating the BrandPositioning),Howdo we get there?(DevelopingBrand Plans),Howwillwebe measured?(MeasuringProgress),IntegratingBrand MarketingintoourBusiness,Situation Analysis Should Aim atBroad UnderstandingofMarket,GeneralMarket Overview,Demographics,EconomicIndicators,Social trends,Automotive Market Overview,SizeandGrowth,KeyPlayers,Offerings and Shares,DistributionChannels,Ancillary Products and Channels(I.e.,financingthroughcreditunions),CustomerSegments and Trends,FordMotor Company Overview,Sales/Share,Financial Performance,KeyProductOfferings,DistributionChannels,Brand Position,CustomerSegments,SWOTAnalysis(Strengths,Weaknesses,OpportunitiesandThreats),2022/10/30,14,Positioning,Our Brands,definesthebrandsemotional connectionwith the customer,fostersthedevelopmentof moretargetedproducts,differentiates productswithin our portfolioandfrom competitors,providesa unique and compelling,selling proposition,TARGET CUSTOMER,the foundation for the brand positioning,Brand Positioning,DNA,Developing BrandPlans,IdentifychallengesandimplicationsoftheBrand Positioning,DevelopStrategies to deliver ontheBrand Positioning,Determine Tactics that willbring Strategiestolife,Brand MarketingProcess,Analyzing and,Diagnosing,theBrand/,SituationalAnalysis,Measuring,Progress,Creatingthe,Brand,Positioning,Developing,Brand Plans,Measuring,Progress,2022/10/30,18,Human Resources,Public Affairs,Purchasing,Marketing,Sales,&Service,ProductDevelopment,Finance,Manufacturing,Dealers,/FRN,FromCompanytoBrand,BRAND,Design,Suppliers,/Agencies,Quality/,Process,Leader-,ship,2022/10/30,19,FromBrand to Customer,Every touchpointwith the customer,mustreinforce the brand,BRAND,People,Advertising,Pricing,Brochures,Sponsorship,Sales/Service,Experience,Website,Auto Show,Displays,Product,Design,PreciseCustomerTargeting,DeepConsumer Insight,Strong Brands that Connect,EmotionallyandRationall
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