产品策略及品牌管理(PPT23)

Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,*,Ford LioHo,產,產品,策,策略及,品,品牌管,理,理,October 5,2002,Agenda,Ford Motor CompanyProductPlanningProcess,Whybrandmarketing?,ConsumerInsight,IntegrateBrandMarketing IntoBusiness,Case Study ProductPlanning,Summary andQ&A,What Makes aStrong Brand?,Revised 3/29Contact:GSCOTT12,BrandStrategyCreates Differentiation,andSynergies Among OurBrands,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,“For Life,”,”,Trustworthy,Expert,Convenient,Flexible,Innovative,WhyBrandMarketing?,Proliferation of productchoicesinthemarket,Increasing numberofproductswith similarquality,andperformance,Product-based competitive advantagesare short-,lived,Consumersare lookingfor waystosimplifychoices,Globalization andPowerfulGlobalBrands,ConsumerInsight Provides Basis forConsistentlyDelightingConsumer,TypesofNeeds,Stated,Real,Unstated,Delight,Secret,Example,Consumerwantsaninexpensivecar,Consumerwantsa carwhoseoperatingcost,not itsinitial price,islow,Consumerexpects goodservicefrom thedealer,Consumerbuys thecarand receives acomplimentaryU.S.roadatlas,Consumerwantstobeseen by friendsasavalue-orientedsavvyconsumer,Source:Kotler,Philip;,MarketingManagement,ConsumerInsight,TheKey to Product,“,“Hits,”,”,Customer,Satisfaction/,OwnerLoyalty,Segmentation,Tools,Trends,Analysis,Product Satisfaction,Sales&ServiceSatisfaction,DealerSatisfaction,OwnerLoyalty,BuyerStudies,MarketPulses,Needs-BasedSegmentation,AttitudinalSegmentation,GenerationalCohorts,ConsumerInsight Experience,ConsumerImmersions,Ethnographics,BrandPersonality,Styling/Package,MarketOffering,AdTesting,BrandTracking,Futures Research,Consumer,Immersion,Brand/Product,Perception,YouNeedTo,“,“Listen WithYourEyes”,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,Totalreasonable,marketpotential,forthe brand,Adjacent,Peoplewho we will,attract withelements,ofthebrand,butnot,thefocusofour,“delighting”efforts,Adjacent,Core,Target,Core Target,Themost,“,“valuable,”,”customerswewant to delightwith,a total brand experience,Targeting,TargetCustomerDescription:,What hobbiesdoesthis personhave?,What lifestageisthis personin?,What is mostimportant in thispersonslife?,What arethis customerscorevalues?,Howdoesthis persons friendsdescribehim/her?,Analyzingand,Diagnosing,theBrand/,SituationalAnalysis,Measuring,Progress,Creatingthe,Brand,Positioning,Developing,BrandPlans,Process Elements,Wherearewenow?,(Analyzing andDiagnosing theBrand/,SituationalAnalysis),Wheredowewant to be?,(Creatingthe Brand Positioning),Howdoweget there?,(DevelopingBrandPlans),Howwillwebemeasured?,(Measuring Progress),IntegratingBrandMarketingintoourBusiness,SituationAnalysisShould AimatBroadUnderstanding of Market,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中,国,国最大的,资,资料库下,载,载,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,10/24/2022,14,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,Human Resources,Public Affairs,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,