福特汽车-产品策略及品牌管理

Consumer Immersion
• Consumer Insight Experience
• Consumer Immersions
• Ethnographics
Brand/Product Perception
• Brand Personality
Customer Satisfaction/ Owner Loyalty
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
DELIGHT
Trustworthy, Expert Convenient, Flexible
Innovative
Reliable; Convenient
Service
Stylish Spirited Insightful
The Most Exclusive
Club
Superior Global Service
Men Behaving Badly •CAogme:f2o0r-t2a5ble Shuttle
•Income: over US$5M
•DEedsuicganteiornK: NnoOcNkEoffTruck
•Vehicle: Limo
•Ethnographic Interviews •Observation Research
8
5
4.5
3.25
0
4.5
3.25
0
3.5
2.25
0
3.5
2.25
0
S6/S5 - All new vehicles with major engine, P/T upgrade, 1st use emission
S4/ S3 - New exterior w/ c/o lower structre, minor engine/ trans, new calib/ major ening w/ c/o engine/ trans, moderate calibration
S1
- Trim w/ c/o P/T, minor calibration
<SI> - Strategic Intent <SC> - Strategic Confirmation <PH> - Proportions & Hardpoints <PA> - Program Approval <ST> - Surface Transfer <PT> - P/T design complete
Brand Strategy Creates Differentiation and Synergies Among Our Brands
TRUST +
Ingenious…Caring
Premier Automotive Group
LOVE
Genuine Progressive
Smart
+
Innovative Expressive Individualistic
Adjacent People who we will attract with elements of the brand, but not the focus of our “delighting” efforts
Consumption Total reasonable market potential for the brand
I. General Market Overview A. Demographics B. Economic Indicators C. Social trends
II. Automotive Market Overview A. Size and Growth B. Key Players, Offerings and Shares C. Distribution Channels D. Ancillary Products and Channels (I.e., financing through credit unions) E. Customer Segments and Trends
FPDS - Ford Product Development System
SI SC PH PA ST PR CP CC LR LS Job#1
S6/S5
41
S4/S3
32
S2
24
S1
18
36
33.5
30
25.5
19
14.5
8
30
30
25
25
18
14
8
22
22
20
20
13
10
6
16
16
14
14
11
• Product Satisfaction
• Styling/Package
• Market Offering
• Ad Testing
• Brand Tracking
• Sales & Service Satisfaction
• Dealer Satisfaction
• Owner Loyalty
Targeting
Core Target Adjacent Consumption
Target Customer Description:
• What hobbies does this person have? • What lifestage is this person in? • What is most important in this person’s life? • What are this customer’s core values? • How does this person’s friends describe
Ford Lio Ho 產品策略及品牌管理
October 5, 2002
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
Proliferation of product choices in the market
Increasing number of products with similar quality and performance Product-based competitive advantages are shortlived Consumers are looking for ways to simplify choices Globalization and Powerful Global Brands
• How do we get there? (Developing Brand Plans)
• How will we be measured? (Measuring Progress)
Situation Analysis Should Aim at Broad
Understanding of Market
You Need To “Listen With Your Eyes”
Segmentation Trends
Tools
Analysis
• Needs-Based Segmentation
• Attitudinal Segmentation
• Generational Cohorts
• Futures Research
•Attitudinal Customer Insight •Needs Based Customer
Segmentation
•Brand Imaging
•Consumer Immersion
Core Target The most “valuable” customers we want to delight with a total brand experience
III. Ford Motor Company Overview A. Sales/Share B. Financial Performance C. Key Product Offerings D. Distribution Channels E. Brand Position F. Customer Segments G. SWOT Analysis (Strengths, Weaknesses, Opportunities and Threats)
Developing Brand Plans
Process Elements
• Where are we now? (Analyzing and Diagnosing the Brand/ Situational Analysis)
• Where do we want to be? (Creating the Brand Positioning)
Speed and Convenience Competitive Prices
Elegant Sensuous Original
w/ Refined Power
American Luxury
Safety “For Life”
Revised 3/29 Contact: GSCOTT12
Why Brand Marketing?
• provides a unique and compelling ‘selling proposition’
2019/10/16
14
Brand Positioning
DNA
TARGET CUSTOMER… the foundation for the brand positioning
• Buyer Studies
• Market Pu8lses
Ways of Getting “Consumer Insight”
•Demographic / Vehicle Use Space: the Final Frontier •Interviewing
Want It, Buy It
Family Transport
him/her?
Integrating Brand Marketing into our Business
Analyzing and Diagnosing the Brand /
Situational Analysis
Creating the Brand
Positioning
Measuring Progress
‘Positioning’ Our Brands
• defines the brand’s emotional connection with the customer
• fosters the development of more targeted products
• differentiates products within our portfolio and from competitors
Consumer wants to be seen by friends as a valueoriented savvy consumer
Source: Kotler, Philip; Marketing Management
Consumer Insight
The Key to Product “Hits”
<PR> - Product readiness <CP> - Confirmation Prototype <CC> - Change cut-off <LR> - Launch Readiness <LS> - Launch sign-off <J1> - Job#1 Achieved
What Makes a Strong Brand?
Consumer Insight Provides Basis for Consistently Delighting Consumer
Types of Needs Stated Real
Unstated Delight
Secret
Example
Consumer wants an inexpensive car