福特汽車-產品策略及品牌管理.ppt

Ford Lio Ho產品策略及品牌管理
October 5, 2002
Agenda
Ford pany Product Planning Process
Why brand marketing?
Consumer Insight
Integrate Brand Marketing Into Business
Case Study – Product Planning
Summary and Q&A
What Makes a Strong Brand?
Revised 3/29 Contact: GSCOTT12
Brand Strategy Creates Differentiation
and Synergies Among Our Brands
The Most
Exclusive
Club
Elegant
Sensuous
Original
w/
Refined
Power
Stylish
Spirited
Insightful
Reliable;
Convenient
Service
Genuine
Progressive
Smart
Innovative
Expressive
Individualistic
American
Luxury
Ingenious…Caring
Superior Global Service
Speed and Convenience
Competitive Prices
TRUST
+
LOVE
+
DELIGHT
Premier Automotive Group
Safety
“For Life”
Trustworthy, Expert
Convenient, Flexible
Innovative
Why Brand Marketing?
Proliferation of product choices in the market
Increasing number of products with similar quality
and performance
Product-petitive advantages are short-
lived
Consumers are looking for ways to simplify choices
Globalization and Powerful Global Brands
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 plimentary . road atlas
Consumer wants to be seen by friends as a value-oriented savvy consumer
Source: Kotler, Philip; Marketing Management
Consumer Insight
The Key to Product “Hits”
Customer
Satisfaction/
Owner Loyalty
Segmentation
Tools
Trends
Analysis
Product Satisfaction
Sales & ServiceSatisfaction
Dealer Satisfaction
Owner Loyalty
Buyer Studies
Market Pulses
Needs-Based Segmentation
Attitudinal Segmentation
Generational Cohorts
Consumer Insight Experience
Consumer Immersions
Ethnographics
Brand Personality
Styling/Package
Market Offering
Ad Testing
Brand Tracking