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FordLioHo
產品策略及品牌管理
October5,2002:.
Agenda
FordMotorCompanyProductPlanningProcessFordMotorCompanyProductPlanningProcess
Whybrandmarketing?Whybrandmarketing?
ConsumerInsightConsumerInsight
IntegrateBrandMarketingIntoBusinessIntegrateBrandMarketingIntoBusiness
CaseStudyCaseStudy––ProductPlanningProductPlanning
SummaryandQ&ASummaryandQ&A:.
FPDS-FordProductDevelopmentSystem
SISCPHPASTPRCPCCLRLSJob#1
S6/
S4/
S11816**********.
S6/S5-Allnewvehicleswithmajorengine,P/Tupgrade,1stuseemission
S4/S3-Newexteriorw/c/olowerstructre,minorengine/trans,newcalib/majoremissions
S2-Minorfresheningw/c/oengine/trans,moderatecalibration
S1-Trimw/c/oP/T,minorcalibration
<SI>-StrategicIntent<PR>-Productreadiness
<SC>-StrategicConfirmation<CP>-ConfirmationPrototype
<PH>-Proportions&Hardpoints<CC>-Changecut-off
<PA>-ProgramApproval<LR>-LaunchReadiness
<ST>-SurfaceTransfer<LS>-Launchsign-off
<PT>-P/Tdesigncomplete<J1>-Job#1Achieved:.
WhatMakesaStrongBrand?:.
BrandStrategyCreatesDifferentiation
andSynergiesAmongOurBrands
TRUST
Ingenious…Caring
+
PremierAutomotiveGroup
LOVE
InnovativeStylishAmerican
GenuineTheMost
ExpressiveElegantSafety
ProgressiveSpiritedExclusiveLuxury
IndividualisticInsightfulSensuous“ForLife”
SmartClub
+Original
w/
Refined
DELIGHTPower
Reliable;SuperiorGlobalService
Trustworthy,ExpertConvenientSpeedandConvenience
Convenient,FlexibleServiceCompetitivePrices
Innovative
Revised3/29Contact:GSCOTT12:.
WhyBrandMarketing?
Proliferationofproductchoicesinthemarket
Increasingnumberofproductswithsimilarquality
andperformance
Product-basedcompetitiveadvantagesareshort-
lived
Consumersarelookingforwaystosimplifychoices
GlobalizationandPowerfulGlobalBrands:.
ConsumerInsightProvidesBasisfor
ConsistentlyDelightingConsumer
TypesofNeedsExample
StatedConsumerwantsaninexpensivecar
RealConsumerwantsacarwhoseoperatingcost,notits
initialprice,islow
UnstatedConsumerexpectsgoodservicefromthedealer
DelightConsumerbuysthecarandreceivesacomplimentary
SecretConsumerwantstobeseenbyfriendsasavalue-
orientedsavvyconsumer
Source:Kotler,Philip;MarketingManagement:.
ConsumerInsight
TheKeytoProduct“Hits”
YouNeedTo“ListenWithYourEyes”
Customer
SegmentationTrendsConsumerBrand/Product
Satisfaction/
ToolsAnalysisImmersionPerception
OwnerLoyalty
•Needs-Based•Futures•Consumer•Brand•Product
SegmentationResearchInsightPersonalitySatisfaction
Experience
•Attitudinal•Styling/Package•Sales&Service
Segmentation•ConsumerSatisfaction
Immersions•Market
•GenerationalOffering•Dealer
Cohorts•EthnographicsSatisfaction
•AdTesting
•OwnerLoyalty
•Brand
Tracking•BuyerStudies
•MarketPulses
8:.
WaysofGetting“ConsumerInsight”
•Demographic/VehicleUse
Space:theFinalFrontier
•Interviewing
WantIt,BuyIt
•EthnographicInterviews
FamilyTransport
•ObservationResearch
MenBehavingBadly
•AttitudinalCustomerInsight
•Age:20-25
ComfortableShuttle
•Income:overUS$5M
Truck•NeedsBasedCustomer
•DesignerKnockoffEducation:NONE
Segmentation
•Vehicle:Limo
•BrandImaging
•ConsumerImmersion:.
Targeting
CoreTargetCoreTarget
Themost“valuable”
customerswewantto
delightwith
atotalbrand
experience
AdjacentAdjacent
Peoplewhowewill
attractwithelements
CoreCore
ofthebrand,butnot
thefocusofourTargetTarget
“delighting”efforts
ConsumptionConsumption
AdjacentAdjacent
Totalreasonable
marketpotential
ConsumptionConsumption
forthebrand:.
TargetCustomerDescription:
•Whathobbiesdoesthispersonhave?
•Whatlifestageisthispersonin?
•Whatismostimportantinthisperson’slife?
•Whatarethiscustomer’scorevalues?
•Howdoesthisperson’sfriendsdescribe
him/her?:.
IntegratingBrandMarketinginto
ourBusiness
Analyzingand
Creatingthe
Diagnosing
Brand
theBrand/
Positioning
SituationalAnalysis
MeasuringDeveloping
ProgressBrandPlans
ProcessElements
•Wherearewenow?(AnalyzingandDiagnosingtheBrand/
SituationalAnalysis)
•Wheredowewanttobe?(CreatingtheBrandPositioning)
•Howdowegetthere?(DevelopingBrandPlans)
•Howwillwebemeasured?(MeasuringProgress):.
SituationAnalysisShouldAimatBroad
UnderstandingofMarket
,OfferingsandShares
(.,financingthroughcreditunions)
(Strengths,Weaknesses,OpportunitiesandThreats):.
‘Positioning’OurBrands
•definesthebrand’semotionalconnectionwiththe
customer
•fostersthedevelopmentofmoretargetedproducts
•differentiatesproductswithinourportfolioand
fromcompetitors
•providesauniqueandcompelling‘selling
proposition’
2013/11/1814:.
BrandPositioning
DNA
TARGETCUSTOMER…
thefoundationforthebrandpositioning:.
DevelopingBrandPlans
Identifychallengesandimplicationsofthe
BrandPositioning
DevelopStrategiestodeliverontheBrand
Positioning
DetermineTacticsthatwillbringStrategiesto
life:.
BrandMarketingProcess
Analyzingand
Creatingthe
Diagnosing
Brand
theBrand/
Positioning
SituationalAnalysis
MeasuringDeveloping
ProgressBrandPlans
Measuring
Progress:.
FromCompanytoBrand
Design
HumanDealers
Resources/FRN
PublicAffairsManufacturing
BRANDBRAND
Marketing,Sales,&Product
ServiceDevelopment
FinancePurchasing
Quality/
Suppliers
Process
/Agencies
Leader-
ship
2013/11/1818:.
FromBrandtoCustomer…
Everytouchpointwiththecustomer
mustreinforcethebrand
riicciinnggss
PeoplePeoplePPrrree
hhuu
oocc
Brr
B
gg
iinn
isisPPrro
ttodduu
rrcctt
ee
vv
dd
AA
BRANDBRAND
AAuutSponsorshipSponsorship
tooSS
hhooww
DDiiss
ppllaayccee
yssrvirvi
SSee
ss//
aallee
teeSS
iitccee
riieenn
bsbsr
eeDDeessiiggnnExpexpe
WE
W
2013/11/1819:.
PreciseCustomerTargeting
DeepConsumerInsight
StrongBrandsthatConnect
EmotionallyandRationally
withourTargetCustomers
ConsumerCompanyWithCulturalIntensity
=
SVA
Winning!!
P/ERatio:.
Summary
WhatisaBrand?
•Withbrands,acustomer’sperceptionISreality
•Strongbrands(brandspeoplelove)areproductplusan
emotionalconnectionwiththeconsumer
•Asacompanyweneedtoalignoureffortstobetter
connectourbrandstoourcustomer
…TheArtofConnecting:.
Summary
ImpactofBrandMarketing
StrongBrands……
•provideanemotionalconnectionwithourcustomers
•delivergreaterproductdifferentiation
•deliverhigherlevelsofcustomersatisfaction,owner
loyalty,salesandprofit
•allowless“push”andmore“pull”marketing
Delightthefewandattractthemany
It’snotaboutshowingup…
it’:.
10RulesofGreatBrand
MarketingTactics
“A”(target),sellvolumetogroup“B”.
--daretocompare.
-of-the-lineproductfirst.
,hotproductsandincludetheoldermodels.
“newtotheworld”ideas,sothepresssellsthebrandforyou.
“buzz”(positivewordofmouth)directedatspecifictarget
customers.
)getsnoticed
2)makestheproductahero,and3)connectsemotionally.
marketingactivitiestoachievesynergy,efficiencyandconsistency.
salesandserviceexperienceswhichareconsistentwithBrandvalues.
,relationship(2:1)marketingtodevelopdeep,lasting
customers.