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Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,*,FordLioHo,產,產品策,略,略及品牌,管,管理,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,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,Peoplewhowewill,attractwithelements,ofthebrand,butnot,thefocusofour,“delighting,”,”efforts,Adjacent,Core,Target,CoreTarget,Themost,“,“valuable,”,”customerswewanttodelightwith,atotalbrandexperience,Targeting,TargetCustomerDescription:,Whathobbiesdoesthispersonhave?,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,ProcessElements,Wherearewenow?,(AnalyzingandDiagnosingtheBrand/,SituationalAnalysis),Wheredowewanttobe?,(CreatingtheBrandPositioning),Howdowegetthere?,(DevelopingBrandPlans),Howwillwebemeasured?,(MeasuringProgress),IntegratingBrandMarketingintoourBusiness,SituationAnalysisShouldAimatBroadUnderstandingofMarket,GeneralMarketOverview,Demographics,EconomicIndicators,Socialtrends,AutomotiveMarketOverview,SizeandGrowth,KeyPlayers,OfferingsandShares,DistributionChannels,AncillaryProductsandChannels(I.e.,financingthroughcreditunions),CustomerSegmentsandTrends,FordMotorCompanyOverview,Sales/Share中,国,国最,大,大的,资,资料,库,库下,载,载,FinancialPerformance,KeyProductOfferings,DistributionChannels,BrandPosition,CustomerSegments,SWOTAnalysis(Strengths,Weaknesses,OpportunitiesandThreats),Positioning,OurBrands,definesthebrandsemotionalconnectionwiththecustomer,fostersthedevelopmentofmoretargetedproducts,differentiatesproductswithinourportfolioandfromcompetitors,providesauniqueandcompelling,sellingproposition,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,FromBrandtoCustomer,Everytouchpointwiththecustomer,mustreinforcethebrand,BRAND,People,Advertising,Pricing,Brochures,Sponsorship,Sales/Service,Experience,Website,Auto Show,Displays,Product,Design,10/24/2022,19,PreciseCustomerTargeting,DeepConsumerInsight,StrongBrandsthatConnect,EmotionallyandRationally,withourTargetCustomer
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