产品策略与品牌管理(英文版)

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,FordMotorCompanyProductPlanningProcess,Whybrandmarketing?,ConsumerInsight,IntegrateBrandMarketingIntoBusiness,CaseStudy,ProductPlanning,SummaryandQ&A,WhatMakesaStrongBrand?,Revised3/29Contact:GSCOTT12,BrandStrategyCreatesDifferentiation,andSynergiesAmongOurBrands,The Most,Exclusive,Club,Elegant,Sensuous,Original,w/,Refined,Power,Stylish,Spirited,Insightful,Reliable;,Convenient,Service,Genuine,Progressive,Smart,Innovative,Expressive,Individualistic,American,Luxury,Ingenious,Caring,Superior Global Service,Speed and Convenience,Competitive Prices,TRUST,+,LOVE,+,DELIGHT,Premier Automotive Group,Safety,“ForLife,”,”,Trustworthy,Expert,Convenient,Flexible,Innovative,WhyBrandMarketing?,Proliferationofproductchoicesinthemarket,Increasingnumberofproductswithsimilarquality,andperformance,Product-basedcompetitiveadvantagesareshort-,lived,Consumersarelookingforwaystosimplifychoices,GlobalizationandPowerfulGlobalBrands,ConsumerInsightProvidesBasisforConsistentlyDelightingConsumer,TypesofNeeds,Stated,Real,Unstated,Delight,Secret,Example,Consumerwantsaninexpensivecar,Consumerwantsacarwhoseoperatingcost,notitsinitialprice,islow,Consumerexpectsgoodservicefromthedealer,ConsumerbuysthecarandreceivesacomplimentaryU.S.roadatlas,Consumerwantstobeseenbyfriendsasavalue-orientedsavvyconsumer,Source:Kotler,Philip;,MarketingManagement,ConsumerInsight,TheKeytoProduct,“,“Hits,”,”,Customer,Satisfaction/,OwnerLoyalty,Segmentation,Tools,Trends,Analysis,ProductSatisfaction,Sales&ServiceSatisfaction,DealerSatisfaction,OwnerLoyalty,BuyerStudies,MarketPulses,Needs-BasedSegmentation,AttitudinalSegmentation,GenerationalCohorts,ConsumerInsightExperience,ConsumerImmersions,Ethnographics,BrandPersonality,Styling/Package,MarketOffering,AdTesting,BrandTracking,FuturesResearch,Consumer,Immersion,Brand/Product,Perception,YouNeedTo,“,“ListenWithYourEyes,”,”,8,Demographic/Vehicle Use,Age:20-25,Income:over US$5M,Education:NONE,Vehicle:Limo,WaysofGetting,“,“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,marketpotential,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?,(Analyzing and Diagnosing the Brand/,SituationalAnalysis),Where dowewanttobe?,(Creating the BrandPositioning),Howdo we get there?,(DevelopingBrand Plans),Howwillwebe measured?,(Measuring Progress),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),Positioning,Our Brands,definesthebrandsemotional connectionwith the customer,fostersthedevelopmentof moretargetedproducts,differentiates productswithin our portfolioandfrom competitors,providesa unique and compelling,selling proposition,3/9/2023,14,TARGET CUSTOMER,the foundation for the brand positioning,BrandPositioning,DNA,Developing Brand Plans,Identify challenges andimplicationsof the Brand Positioning,Develop Strategiesto deliveron theBrandPositioning,Determine Tacticsthat will bring Strategies tolife,BrandMarketing Process,Analyzing and,Diagnosing,the Brand/,SituationalAnalysis,Measuring,Progress,Creating the,Brand,Positioning,Developing,BrandPlans,Measuring,Progress,HumanResources,PublicAffairs,Purchasing,Marketing,Sales,&Service,Product Development,Finance,Manufacturing,Dealers,/FRN,From Companyto Brand,BRAND,Design,Suppliers,/Agencies,Quality/,Process,Leader-,ship,3/9/2023,18,From Brand to Customer,Everytouchpoint with the customer,must reinforce thebrand,BRAND,People,Advertising,Pricing,Brochures,Sponsorship,Sales/Service,Experience,Website,Auto Show,Displays,Product,Design,3/9/2023,19,Precise Customer Targeting,DeepConsumer Insight,Strong Brands that Connect,