产品策略及品牌管理(3)

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,FordMotorCompany Product PlanningProcess,Why brandmarketing?,Consumer Insight,IntegrateBrandMarketingIntoBusiness,CaseStudy,ProductPlanning,Summary and Q&A,WhatMakesa StrongBrand?,Revised 3/29 Contact:GSCOTT12,BrandStrategyCreates Differentiation,and Synergies AmongOur 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,“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,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?,(MeasuringProgress),IntegratingBrandMarketingintoourBusiness,SituationAnalysisShouldAimatBroadUnderstandingofMarket,Positioning,OurBrands,definesthebrandsemotionalconnectionwiththecustomer,fostersthedevelopmentofmoretargetedproducts,differentiatesproductswithinourportfolioandfromcompetitors,providesauniqueandcompelling,sellingproposition,3/9/2023,14,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,3/9/2023,18,FromBrandtoCustomer,Everytouchpoint with thecustomer,mustreinforcethe brand,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,Emotionally andRationally,withour TargetCustomers,Consumer Company With CulturalIntensity,SVA,P/E Ratio,=,Winning!,Summary,Whatis aBrand?,Withbrands,acustomersperception,IS,reality,Strong brands(brands people love)are product,plus,an,emotionalconnectionwiththeconsumer,As acompany weneedto alignour efforts tobetter,connect our brands to ourcustomer,The Art ofConnecting,Summary,Impact ofBrandMarketing,Strong Brands,provide anemotionalconnection with ourcustomers,deliver greaterproduct differ