福特汽車培訓(xùn)材料——產(chǎn)品策略※品牌管理(2).ppt

FordLioHo產(chǎn)品策略及品牌管理 October5 2002 Agenda FordMotorCompanyProductPlanningProcess Whybrandmarketing ConsumerInsight IntegrateBrandMarketingIntoBusiness CaseStudy ProductPlanning SummaryandQ A WhatMakesaStrongBrand Revised3 29Contact GSCOTT12 BrandStrategyCreatesDifferentiationandSynergiesAmongOurBrands Ingenious Caring TRUST LOVE DELIGHT Safety ForLife Trustworthy Expert Convenient Flexible Innovative WhyBrandMarketing Proliferationofproductchoicesinthemarket Increasingnumberofproductswithsimilarqualityandperformance Product basedcompetitiveadvantagesareshort lived ConsumersarelookingforwaystosimplifychoicesGlobalizationandPowerfulGlobalBrands ConsumerInsightProvidesBasisforConsistentlyDelightingConsumer TypesofNeedsStatedRealUnstatedDelightSecret ExampleConsumerwantsaninexpensivecarConsumerwantsacarwhoseoperatingcost notitsinitialprice islowConsumerexpectsgoodservicefromthedealerConsumerbuysthecarandreceivesacomplimentaryU S roadatlasConsumerwantstobeseenbyfriendsasavalue orientedsavvyconsumer Source Kotler Philip MarketingManagement 8 ConsumerInsightTheKeytoProduct Hits CustomerSatisfaction OwnerLoyalty SegmentationTools TrendsAnalysis ProductSatisfactionSales ServiceSatisfactionDealerSatisfactionOwnerLoyaltyBuyerStudiesMarketPulses Needs BasedSegmentationAttitudinalSegmentationGenerationalCohorts ConsumerInsightExperienceConsumerImmersionsEthnographics BrandPersonalityStyling PackageMarketOfferingAdTestingBrandTracking FuturesResearch ConsumerImmersion Brand ProductPerception YouNeedTo ListenWithYourEyes WaysofGetting ConsumerInsight Consumption ConsumptionTotalreasonablemarketpotentialforthebrand AdjacentPeoplewhowewillattractwithelementsofthebrand butnotthefocusofour delighting efforts Adjacent CoreTarget CoreTargetThemost valuable customerswewanttodelightwithatotalbrandexperience Targeting TargetCustomerDescription Whathobbiesdoesthispersonhave Whatlifestageisthispersonin Whatismostimportantinthisperson slife Whatarethiscustomer scorevalues Howdoesthisperson sfriendsdescribehim her AnalyzingandDiagnosingtheBrand SituationalAnalysis MeasuringProgress CreatingtheBrandPositioning DevelopingBrandPlans ProcessElementsWherearewenow AnalyzingandDiagnosingtheBrand SituationalAnalysis Wheredowewanttobe CreatingtheBrandPositioning Howdowegetthere DevelopingBrandPlans Howwillwebemeasured MeasuringProgress IntegratingBrandMarketingintoourBusiness SituationAnalysisShouldAimatBroadUnderstandingofMarket GeneralMarketOverviewDemographicsEconomicIndicatorsSocialtrendsAutomotiveMarketOverviewSizeandGrowthKeyPlayers OfferingsandSharesDistributionChannelsAncillaryProductsandChannels I e financingthroughcreditunions CustomerSegmentsandTrendsFordMotorCompanyOverviewSales ShareFinancialPerformanceKeyProductOfferingsDistributionChannelsBrandPositionCustomerSegmentsSWOTAnalysis Strengths Weaknesses OpportunitiesandThreats 2019 12 20 14 Positioning OurBrands definesthebrand semotionalconnectionwiththecustomerfostersthedevelopmentofmoretargetedproductsdifferentiatesproductswithinourportfolioandfromcompetitorsprovidesauniqueandcompelling sellingproposition BrandPositioning DNA DevelopingBrandPlans IdentifychallengesandimplicationsoftheBrandPositioningDevelopStrategiestodeliverontheBrandPositioningDetermineTacticsthatwillbringStrategiestolife BrandMarketingProcess AnalyzingandDiagnosingtheBrand SituationalAnalysis MeasuringProgress CreatingtheBrandPositioning DevelopingBrandPlans 2019 12 20 18 HumanResources PublicAffairs Purchasing Marketing Sales Service ProductDevelopment Finance Manufacturing Dealers FRN FromCompanytoBrand BRAND Design Suppliers Agencies Quality ProcessLeader ship 2019 12 20 19 FromBrandtoCustomer Everytouchpointwiththecustomermustreinforcethebrand PreciseCustomerTargetingDeepConsumerInsight StrongBrandsthatConnectEmotionallyandRationallywithourTargetCustomers ConsumerCompanyWithCulturalIntensity SVA P ERatio Winning SummaryWhatisaBrand Withbrands acustomer sperceptionISrealityStrongbrands brandspeoplelove areproductplusanemotionalconnectionwiththeconsumerAsacompanyweneedtoalignoureffortstobetterconnectourbrandstoourcustomer TheArtofConnecting SummaryImpactofBrandMarketing StrongBrands provideanemotionalconnectionwithourcustomersdelivergreaterproductdifferentiationdeliverhigherlevelsofcustomersatisfaction ownerloyalty salesandprofitallowless push andmore pull marketingDelightthefewandattractthemany It snotaboutshowingup it saboutwinning 10RulesofGreatBrandMarketingTactics 1 Buildimagearoundgroup A target sellvolumetogroup B 2 Startwithaverygoodproduct daretocompare 3 Marketthetop of the lineproductfirst 4 MarkettheBrandFamilyofnameplatestogetheraroundcommonbenefitsandvalues Leadwiththenew hotproductsandincludetheoldermodels 5 Comeupwith newtotheworld ideas sothepresssellsthebrandforyou 6 Create buzz positivewordofmouth directedatspecifictargetcustomers 7 Beproudandaspirational Useboldadvertisingthat1 getsnoticed2 makestheproductahero and3 connectsemotionally 8 Focusallmarketingactivitiesaroundthebrandvaluesandintegrateallmarketingactivitiestoachievesynergy efficiencyandconsistency 9