福特汽车培训材料——产品策略※品牌管理
合集下载
福特汽车-产品策略及品牌管理
You Need To “Listen With Your Eyes”
Segmentation Trends
Tools
Analysis
• Needs-Based Segmentation
• Attitudinal Segmentation
• Generational Cohorts
• Futures Research
S2
- Minor freshening w/ c/o engine/ trans, moderate calibration
S1
- Trim w/ c/o P/T, minor calibration
<SI> - Strategic Intent
<SC> - Strategic Confirmation
精选课件
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 valueoriented savvy consumer
Segmentation Trends
Tools
Analysis
• Needs-Based Segmentation
• Attitudinal Segmentation
• Generational Cohorts
• Futures Research
S2
- Minor freshening w/ c/o engine/ trans, moderate calibration
S1
- Trim w/ c/o P/T, minor calibration
<SI> - Strategic Intent
<SC> - Strategic Confirmation
精选课件
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 valueoriented savvy consumer
福特汽车-产品策略及品牌管理-24页文档资料
Consumer Immersion
• Consumer Insight Experience
• Consumer Immersions
• Ethnographics
Brand/Product Perception
• Brand Personality
Customer Satisfaction/ Owner Loyalty
Consumer Insight Provides Basis for Consistently Delighting Consumer
Types of Needs Stated Real
Unstated Delight
Secret
Example
Consumer wants an inexpensive car
S2
- Minor freshening 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
8
5
4.5
3.25
0
4.5
3.25
0
3.5
2.25
0
3.52.250来自S6/S5 - All new vehicles with major engine, P/T upgrade, 1st use emission
福特汽车培训材料--产品策略品牌管理24页
and Strategy Creates Differentiation d Synergies Among Our Brands
TRUST
Ingenious…Caring
+
LOVE +
Genuine Progressive
Smart
Innovative Expressive Individualistic
Why Brand Marketing?
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
<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?
FPDS - Ford Product Development System
SI SC PH PA ST PR CP CC LR LS Job#1
S6/S5
福特汽车培训-产品策略品牌管理.
• Age: 20-25 Shuttle Comfortable •Income: over US$5M Truck • Education: NONE Designer Knockoff •Vehicle: Limo
•Needs Based Customer Segmentation
•Brand Imaging •Consumer Immersion
American Luxury
+
Safety “For Life”
DELIGHT
Trustworthy, Expert Convenient, Flexible Innovative
Revised 3/29 Contact: GSCOTT12
Reliable; Convenient Service
Superior Global Service Speed and Convenience Competitive Prices
• Needs-Based Segmentation
• Attitudinal Segmentation
Trends Analysis
• Futures Research
Consumer Immersion
• Consumer Insight Experience
• Consumer Immersions • Ethnographics
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
•Needs Based Customer Segmentation
•Brand Imaging •Consumer Immersion
American Luxury
+
Safety “For Life”
DELIGHT
Trustworthy, Expert Convenient, Flexible Innovative
Revised 3/29 Contact: GSCOTT12
Reliable; Convenient Service
Superior Global Service Speed and Convenience Competitive Prices
• Needs-Based Segmentation
• Attitudinal Segmentation
Trends Analysis
• Futures Research
Consumer Immersion
• Consumer Insight Experience
• Consumer Immersions • Ethnographics
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
福特汽车培训-产品策略品牌管理-24页精选文档
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
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 emissions
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)
Consumer Immersion
• Consumer Insight Experience
• Consumer Immersions
• Ethnographics
Brand/Product Perception
• Brand Personality
Customer Satisfaction/ Owner Loyalty
Consumption Total reasonable market potential for the brand
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 emissions
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)
Consumer Immersion
• Consumer Insight Experience
• Consumer Immersions
• Ethnographics
Brand/Product Perception
• Brand Personality
Customer Satisfaction/ Owner Loyalty
福特汽车培训材料——产品策略※品牌管理英文
S2
- Minor freshening 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
You Need To “Listen With Your Eyes”
Segmentation Trends
Tools
Analysis
• Needs-Based Segmentation
• Attitudinal Segmentation
• Generational Cohorts
• Futures Research
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
Agenda
Ford Motor Company Product Planning Process Why brand marketing? Consumer Insight
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
福特汽车-产品策略及品牌管理
• Generational Cohorts
• Dealer Satisfaction
• Owner Loyalty
• Brand Tracking
• Buyer Studies
• Market Pulses
8
Ways of Getting “Consumer Insight”
•Demographic / Vehicle Use
•Age: 20-25 Shuttle Comfortable •Income: over US$5M Truck •Education: NONE Designer Knockoff •Vehicle: Limo
•Needs Based Customer Segmentation
•Brand Imaging •Consumer Immersion
• How do we get there? (Developing Brand Plans)
• How will we be measured? (Measuring Progress)
Situation Analysis Should Aim at Broad Understanding of Market
Targeting
Core Target
Consumption Total reasonable market potential for the brand
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 him/her?
福特汽车培训-产品策略品牌管理
FPDS - Ford Product Development System
SI SC PH PA ST PR CP CC LR LS Job#1
S6/ቤተ መጻሕፍቲ ባይዱ5
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
• provides a unique and compelling ‘selling proposition’
2019/10/25
14
Brand Positioning
DNA
TARGET CUSTOMER… the foundation for the brand positioning
Consumer Insight Provides Basis for Consistently Delighting Consumer
Types of Needs Stated Real
Unstated Delight
Secret
Example
Consumer wants an inexpensive car
<PR> - Product readiness <CP> - Confirmation Prototype <CC> - Change cut-off <LR> - Launch Readiness <LS> - Launch sign-off <J1> - Job#1 Achieved