产品策略及品牌管理.pptx

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,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,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),Integrati,ng,BrandMarketingintoourBusiness,SituationAnalysisShould AimatBroadUnderstanding of Market,General MarketOverview,Demographics,EconomicIndicators,Socialtrends,Automotive MarketOverview,Size andGrowth,KeyPlayers,Offerings andShares,DistributionChannels,AncillaryProductsand Channels(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,1/7/2023,14,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,1/7/2023,18,FromBrand to Customer,Every touchpointwith the customer,mustreinforce the brand,BRAND,People,Advertising,Pricing,Brochures,Sponsorship,Sales/Service,Experience,Website,Auto Show,Displays,Product,。