某汽车培训材料——产品策略※品牌管理
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某汽车汽车产品策略及品牌管理
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
DELIGHT
Trustworthy, Expert Convenient, Flexible
Innovative
Reliable; Convenient
Service
Stylish Spirited Insightful
The Most Exclusive
Club
Superior Global Service
Consumer wants to be seen by friends as a valueoriented savvy consumer
Source: Kotler, Philip; Marketing Management
Consumer Insight
The Key to Product “Hits”
You Need To “Listen With Your Eyes”
Segmentation Trends
Tools
Analysis
• Needs-Based Segmentation
某汽车培训材料——产品策略※品牌管理(3).pptx
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
Consumer Immersion
• Consumer Insight Experience
• Consumed/Product Perception
• Brand Personality
Customer Satisfaction/ Owner Loyalty
DELIGHT
Trustworthy, Expert Convenient, Flexible
Innovative
Reliable; Convenient
Service
Stylish Spirited Insightful
The Most Exclusive
福特汽车培训-产品策略品牌管理
• Buyer Studies
• Market Pu8lses
Ways of Getting “Consumer Insight”
•Demographic / Vehicle Use Space: the Final Frontier •Interviewing
Want It, Buy It
Family Transport
DELIGHT
Trustworthy, Expert Convenient, Flexible
Innovative
Reliable; Convenient
Service
Stylish Spirited Insightful
The Most Exclusive
Club
Superior Global Service
<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?
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
from competitors • provides a unique and compelling ‘selling
• Market Pu8lses
Ways of Getting “Consumer Insight”
•Demographic / Vehicle Use Space: the Final Frontier •Interviewing
Want It, Buy It
Family Transport
DELIGHT
Trustworthy, Expert Convenient, Flexible
Innovative
Reliable; Convenient
Service
Stylish Spirited Insightful
The Most Exclusive
Club
Superior Global Service
<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?
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
from competitors • provides a unique and compelling ‘selling
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
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
汽车行业的品牌建立和品牌管理策略
汽车行业的品牌建立和品牌管理策略在汽车行业竞争激烈的市场环境下，品牌的建立和管理对企业的发展至关重要。
本文将探讨汽车行业的品牌建立和品牌管理策略，以帮助企业更好地应对挑战和取得成功。
一、品牌建立1.独特的品牌定位品牌的建立首先需要一个独特的品牌定位。
汽车企业需要找到自己的差异化竞争点，明确自己的目标市场和受众群体。
例如，一些品牌注重豪华和性能，而另一些则注重经济实用和环保。
企业可以通过市场调研和消费者洞察来确定独特的品牌定位。
2.品牌故事的讲述一个好的品牌需要一个引人入胜的故事。
汽车企业可以通过讲述品牌的起源、发展历程、核心价值观和技术创新等方面的故事来吸引消费者的关注和认同。
例如，一些汽车品牌强调自己的传统工艺和精湛技艺，讲述品牌背后的故事可以增强消费者对品牌的认可和忠诚度。
3.品牌形象的建立品牌形象是品牌建立的重要组成部分。
汽车企业可以通过产品设计、广告宣传、品牌大使等方式来塑造品牌形象。
汽车的外观设计、内饰装潢、驾驶感受等都直接影响消费者对品牌的印象。
同时，通过精心策划的广告宣传和品牌大使的代言，可以进一步提升品牌的知名度和美誉度。
二、品牌管理策略1.维护产品质量汽车行业是一个技术密集型的行业，产品质量是消费者选择汽车的重要考量因素。
汽车企业应该严格控制产品质量，建立完善的质量管理体系，确保每一辆汽车的合格率。
同时，企业还要密切关注用户反馈和投诉，及时解决质量问题，确保消费者的满意度和口碑。
2.提供全方位的售后服务售后服务是品牌管理的重要环节。
汽车企业应该建立完善的售后服务网络，包括维修、保养、配件供应等方面。
提供高效、便捷、专业的售后服务可以提升消费者对品牌的信任和忠诚度。
此外，通过定期举办用户俱乐部活动和品牌体验活动，增加消费者的互动和参与感。
3.积极参与社会责任品牌管理还要注重企业的社会责任。
汽车企业应该积极参与公益活动，关注环保和可持续发展，传递正能量给社会。
同时，企业还要建立良好的企业形象，诚信经营，遵守法律法规，以树立良好的企业形象和公众形象。
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-产品策略品牌管理-PPT文档资料24页
Brand Strategy Creates Differentiation and Synergies Among Our Brands
TRUST +
Ingenious…Caring
Premier Automotive Group
LOVE
Genuine Progressive
Smart
+
Innovative Expressive Ion
• Consumer Insight Experience
• Consumer Immersions
• Ethnographics
Brand/Product Perception
• Brand Personality
Customer Satisfaction/ Owner Loyalty
• How do we get there? (Developing Brand Plans)
• How will we be measured? (Measuring Progress)
Situation Analysis Should Aim at Broad
Understanding of Market
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
精品-福特汽车-产品策略及品牌管理26页PPT
55、 为 中 华 之 崛起而 读书。 ——周 恩来
精品-福特汽車-產品策略及品牌管理
16、人民应该为法律而战斗，就像为 了城墙 而战斗 一样。 ——赫 拉克利 特 17、人类对于不公正的行为加以指责 ，并非 因为他 们愿意 做出这 种行为 ，而是 惟恐自 己会成 为这种 行为的 牺牲者 。—— 柏拉图 18、制定法律法令，就是为了不让强 者做什 么事都 横行霸 道。— —奥维 德 19、法律是社会的习惯和思想的结晶 。—— 托·伍·威尔逊 20、人们嘴上挂着的法律，其真实含 义是财 富。— —爱献 生
谢谢！
51、 天 下 之 事 常成 于困约 ，而败 于奢靡 。——陆 游 52、 生 命 不 等 于是呼 吸，生 命是活 动。——卢 梭
53、 伟 大 的 事 书 籍 不 朽。——乔 特
精品-福特汽車-產品策略及品牌管理
16、人民应该为法律而战斗，就像为 了城墙 而战斗 一样。 ——赫 拉克利 特 17、人类对于不公正的行为加以指责 ，并非 因为他 们愿意 做出这 种行为 ，而是 惟恐自 己会成 为这种 行为的 牺牲者 。—— 柏拉图 18、制定法律法令，就是为了不让强 者做什 么事都 横行霸 道。— —奥维 德 19、法律是社会的习惯和思想的结晶 。—— 托·伍·威尔逊 20、人们嘴上挂着的法律，其真实含 义是财 富。— —爱献 生
谢谢！
51、 天 下 之 事 常成 于困约 ，而败 于奢靡 。——陆 游 52、 生 命 不 等 于是呼 吸，生 命是活 动。——卢 梭
53、 伟 大 的 事 书 籍 不 朽。——乔 特
福特汽车培训-产品策略品牌管理24页PPT
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 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
3.5
2.25
0
Consumer expects good service from the dealer
Consumer buys the car and receives a complimentary U.S. road atlas
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
3.5
2.25
0
福特汽车培训材料--产品策略品牌管理
‘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
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
Consumption Total reasonable market potential for the brand
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
S2
- Minor freshening w/ c/o engine/ trans, moderate calibration
福特汽车培训材料--产品策略品牌管理
Consumer wants to be seen by friends as a valueoriented savvy consumer
Source: Kotler, Philip; Marketing Management
Consumer Insight
The Key to Product “Hits”
Segmentation
•Brand Imaging •Cagrgeet ting
The most “valuable” customers we want to delight with a total brand experience
Adjacent People who we will attract with elements of the brand, but not the focus of our “delighting” efforts
• provides a unique and compelling ‘selling
proposition’
1/25/2020
14
Brand Positioning
DNA
TARGET CUSTOMER… the foundation for the brand positioning
• Buyer Studies
• Market Pulses8
Ways of Getting “Consumer Insight”
Space: the Final Frontier Want It, Buy It Family Transport Men Behaving Badly Comfortable Shuttle Designer Knockoff
• Where do we want to be? (Creating the Brand Positioning)
Source: Kotler, Philip; Marketing Management
Consumer Insight
The Key to Product “Hits”
Segmentation
•Brand Imaging •Cagrgeet ting
The most “valuable” customers we want to delight with a total brand experience
Adjacent People who we will attract with elements of the brand, but not the focus of our “delighting” efforts
• provides a unique and compelling ‘selling
proposition’
1/25/2020
14
Brand Positioning
DNA
TARGET CUSTOMER… the foundation for the brand positioning
• Buyer Studies
• Market Pulses8
Ways of Getting “Consumer Insight”
Space: the Final Frontier Want It, Buy It Family Transport Men Behaving Badly Comfortable Shuttle Designer Knockoff
• Where do we want to be? (Creating the Brand Positioning)
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Situation Analysis Should Aim at Broad
Understanding of Market
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
Consumer wants to be seen by friends as a valueoriented savvy consumer
Source: Kotler, Philip; Marketing Management
Consumer Insight
The Key to Product “Hits”
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
• Buyer Studies
• Market Pu8lses
Ways of Getting “Consumer
Insight”
•Demographic / Vehicle Use Space: the Final Frontier •Interviewing
Want It, Buy It
Family Transport
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
Speed and Convenience Competitive Prices
Elegant Sensuous Original
w/ Refined Power
American Luxury
Safety “For Life”
Revised 3/29 Contact: GSCOTT12
Why Brand Marketing?
Men Behaving Badly •CAogme:f2o0r-t2a5ble Shuttle
•Income: over US$5M
•DEedsuicganteiornK: NnoOcNkEoffTruck
•Vehicle: Limo
•Ethnographic Interviews •Observation Research
<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?
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
•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 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
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
Consumer Insight Provides Basis for Consistently Delighting Consumer
Types of Needs Stated Real
Unstated Delight
Secret
Example
Consumer wants an inexpensive car
• Product Satisfaction
• Styling/Package
• Market Offering
• Ad Testing
• Brand Tracking
• Sales & Service Satisfaction
• Dealer Satisfaction
• Owner Loyalty
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
Situational Analysis
Creating the Brand
Positioning
Measuring Progress
Developing Brand Plans
Process Elements
• Where are we now? (Analyzing and Diagnosing the Brand/ Situational Analysis)
life? • What are this customer’s core values? • How does this person’s friends describe
him/her?
Integrating Brand Marketing into our Business
Analyzing and Diagnosing the Brand /
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)
You Need To “Listen With Your Eyes”
Segmentation Trends
Tools
Analysis
• Needs-Based Segmentation
• Attitudinal Segmentation
• Generational Cohorts
• Futures Research
Brand Strategy Creates Differentiation and Synergies Among Our Brands
TRUST +
Ingenious…Caring
Premier Automotive Group