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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 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,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,12/17/2022,14,TARGET CUSTOMER,the foundation for the brand positioning,BrandPositioning,DNA,DevelopingBrand Plans,Identify challengesand implications ofthe BrandPositioning,Develop Strategies to deliveron the Brand Positioning,DetermineTactics that will bring Strategiesto life,BrandMarketingProcess,Analyzingand,Diagnosing,the Brand/,Situational Analysis,Measuring,Progress,Creating the,Brand,Positioning,Developing,BrandPlans,Measuring,Progress,HumanResources,Public Affairs,Purchasing,Marketing,Sales,&Service,Product Development,Finance,Manufacturing,Dealers,/FRN,FromCompany toBrand,BRAND,Design,Suppliers,/Agencies,Quality/,Process,Leader-,ship,12/17/2022,18,FromBrandto Customer,Everytouchpoint with thecustomer,mustreinforcethe brand,BRAND,People,Advertising,Pricing,Brochures,Sponsorship,Sales/Service
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