Ford 产品策略与品牌管理PPT幻灯片
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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-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-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?
Ford 产品策略与品牌管理
Consumer Insight Provides Basis for Consistently Delighting Consumer
Types of Needs Stated Real
Unstated Delight
Secret
Example
Consumer wants an inexpensive car
Men Behaving Badly •CAogme:f2o0r-t2a5ble Shuttle
•Income: over US$5M
•DEedsuicganteiornK: NnoOcNkEoffTruck
•Vehicle: Limo
•Ethnographic Interviews •Observation Research
from competitors • provides a unique and compelling ‘selling
proposition’
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
• Product Satisfaction
• Styling/Package
• Market Offering
Ford产品策略与品牌管理-PPT精品文档24页
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
Brand Strategy Creates Differentiation and Synergies Among Our Brands
TRUST +
Ingenious…Caring
Premier Automotive Group
LOVE
Genuine Progressive
Smart
+
Innovative Expressive Individualistic
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?
Proliferation of product choices in the market
Consumption Total reasonable market potential for the brand
Brand Strategy Creates Differentiation and Synergies Among Our Brands
TRUST +
Ingenious…Caring
Premier Automotive Group
LOVE
Genuine Progressive
Smart
+
Innovative Expressive Individualistic
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?
Proliferation of product choices in the market
Ford 产品策略与品牌管理24页PPT
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)
DELIGHT
Trustworthy, Expert Convenient, Flexible
Innovative
Reliable; Convenient
Service
Stylish Spirited Insightful
The Most Exclusive
Club
Superior Global Service
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
Adjacent People who we will attract with elements of the brand, but not the focus of our “delighting” efforts
DELIGHT
Trustworthy, Expert Convenient, Flexible
Innovative
Reliable; Convenient
Service
Stylish Spirited Insightful
The Most Exclusive
Club
Superior Global Service
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
Adjacent People who we will attract with elements of the brand, but not the focus of our “delighting” efforts
Ford 产品策略与品牌管理
• Product Satisfaction
• Styling/Package
• Market Offering
• Ad Testing
• Brand Tracking
• Sales & Service Satisfaction
• Dealer Satisfaction
• Owner Loyalty
from competitors • provides a unique and compelling ‘selling
proposition’
14
Brand Positioning
DNA
TARGET CUSTOMER… the foundation for the brand positioning
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 Immersion
• Consumer Insight Experience
• Consumer Immersions
• Ethnographics
Brand/Product Perception
• Brand Personality
Customer Satisfaction/ Owner Loyalty
FPDS - Ford Product Development System
• Styling/Package
• Market Offering
• Ad Testing
• Brand Tracking
• Sales & Service Satisfaction
• Dealer Satisfaction
• Owner Loyalty
from competitors • provides a unique and compelling ‘selling
proposition’
14
Brand Positioning
DNA
TARGET CUSTOMER… the foundation for the brand positioning
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 Immersion
• Consumer Insight Experience
• Consumer Immersions
• Ethnographics
Brand/Product Perception
• Brand Personality
Customer Satisfaction/ Owner Loyalty
FPDS - Ford Product Development System
Ford 产品策略与品牌管理
• Product Satisfaction
• Styling/Package
• Market Offering
• Ad Testing
• Brand Tracking
• Sales & Service Satisfaction
• Dealer Satisfaction
• Owner Loyalty
Men Behaving Badly •CAogme:f2o0r-t2a5ble Shuttle
•Income: over US$5M
•DEedsuicganteiornK: NnoOcNkEoffTruck
•Vehicle: Limo
•Ethnographic Interviews •Observation Research
Consumer Insight Provides Basis for Consistently Delighting Consumer
Types of Needs Stated Real
Unstated Delight
Secret
Example
Consumer wants an inexpensive car
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)
• How do we get there? (Developing Brand Plans)
• Styling/Package
• Market Offering
• Ad Testing
• Brand Tracking
• Sales & Service Satisfaction
• Dealer Satisfaction
• Owner Loyalty
Men Behaving Badly •CAogme:f2o0r-t2a5ble Shuttle
•Income: over US$5M
•DEedsuicganteiornK: NnoOcNkEoffTruck
•Vehicle: Limo
•Ethnographic Interviews •Observation Research
Consumer Insight Provides Basis for Consistently Delighting Consumer
Types of Needs Stated Real
Unstated Delight
Secret
Example
Consumer wants an inexpensive car
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)
• How do we get there? (Developing Brand Plans)
Ford 产品策略与品牌管理共24页
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
• How do we get there? (Developing Brand Plans)
• How will we be measured? (Measuring Progress)
Situation Analysis Should Aim at Broad
Understanding of Market
Consumer wants to be seen by friends as a valueoriented savvy consumer
Source: Kotler, Philip; Marketing Management
Consumer Insight
The Key to Product “Hits”
Consumer wants a car whose operating cost, not its initial price, is low
Consumer expects good service from the dealer
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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
2
FPDS - Ford Product Development System
SI SC PH PA ST PR CP CC LR LS Job#1
S6/S5
41
36
33.5
30
25.5
19
14.5
8
4.5
3.25
0
S4/S3
32
30
30
25
25
18
14
8
4.5
3.25
0
S2
24
22
22
20
20
13
10
6
3.5
2.25
0
S1
18
16
16
14
14
11
8
5
3.5
2.25
0
S6/S5 - All new vehicles with major engine, P/T upgrade, 1st use emiserior w/ c/o lower structre, minor engine/ trans, new calib/ major emissions
6
Consumer Insight Provides Basis for Consistently Delighting Consumer
Types of Needs Stated Real
Unstated Delight
Secret
Example
Consumer wants an inexpensive car
Consumer wants to be seen by friends as a valueoriented savvy consumer
Source: Kotler, Philip; Marketing Management
7
Consumer Insight
The Key to Product “Hits”
Brand Strategy Creates Differentiation and Synergies Among Our Brands
TRUST +
Ingenious…Caring
Premier Automotive Group
LOVE
Genuine Progressive
Smart
+
Innovative Expressive Individualistic
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
3
What Makes a Strong Brand?
Ford 產品策略及品牌管理
1
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
Consumer Immersion
• Consumer Insight Experience
• Consumer Immersions
• Ethnographics
Brand/Product Perception
• Brand Personality
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
DELIGHT
Trustworthy, Expert Convenient, Flexible
Innovative
Reliable; Convenient
Service
Revised 3/29 Contact: GSCOTT12
Stylish Spirited Insightful
The Most Exclusive
Club
Superior Global Service
Speed and Convenience Competitive Prices
Elegant Sensuous Original
w/ Refined Power
American Luxury
Safety “For Life”
5
Why Brand Marketing?