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FordLioHo
BrandWork
FLHPrimaryBrandStrategy:.
FLHPrimaryBrandStrategy
BrandVision
WherewearetodayWherewewanttobe
ConfusedLeadingconsumerCompany
positioningw/low
InternationalCompanyw/InternationalCompanyw/
socialinvolvement
localrelevancy
Reliable/
Abranddesiredtoown
trustworthybut
(Progressive/Energetic)(Progressive/Energetic)
old/conservative
NiiNoinnovative
productsatisfies:.
PROCESSFLOWS
TARGETCUSTOMERTOCOUNTRYSTRATEGIES
Define
Buildmarketing,
Build
focusedBuildbrand
advertisingand
product
targetstrategy
communications
strategy
customer
strategies
DitiDescription:
ProductlineupNon-product
Fordglobal
Differen-
bullseye:
tiatedtargget
highlightedevaluatedvsevaluatedvs.
Highlight
customer
bullseyehighlighted
pointsof
with
words;bullseyewords;
emphasis
aspirational
idifififidentifiesfitofdlbddevelopbrand
whichappeal
needs
currentplansand
totarget
productsandstrategiestobuild
customer
productgapsthebrand:.
TargetCustomer
NeededBaseSegmentation
FacilitatemylifeFacilitatemylife-VehicleisnecessityforVehicleisnecessityfor
.
Relationship/Caring-Veryfamilyoriented.
Concernedaboutthesafetyyyofthefamily.
Facew/oimage-Considervehiclesasaninternal
rewardfhitdforachievement.
SocialFun-Utilizevehiclestoitsfullpotential.
Status-Demonstrateotherstheirachievement
IddIndependence-AtttthtlthiAttempttohavecontrolovertheir
:.
TargetingatSocialFunSeg
Down-to-earth(Qualitytimewithclose
peopleismoreimportantthanmoney
“BalancedlifeBalancedlife”and“EnjoyinglifeEnjoyinglife”
Outggg,,oing,adventurous,moreofarisk-
takersthanallothergroups
WldltthidWorldly,opentonewthingsaround
Emotionalaboutvehicles;moreofacarEmotionalaboutvehicles;moreofacar
enthusiast,drivingnotanecessity,it’san
eperienceexperience:.
PROCESSFLOWS
TARGETCUSTOMERTOCOUNTRYSTRATEGIES
Define
Buildmarketing,
Build
focusedBuild
advertisingand
product
targetbrand
communications
strategy
customerstrategy
strategies
DitiDescription:
ProductlineupNon-product
Fordglobal
Differen-
bullseye:
tiatedtargget
highlightedevaluatedvsevaluatedvs.
Highlight
customer
bullseyehighlighted
pointsof
with
words;bullseyewords;
emphasis
aspirational
idifififidentifiesfitofdlbddevelopbrand
whichappeal
needs
currentplansand
totarget
productsandstrategiestobuild
customer
productgapsthebrand:.
PositioningStatement
InTaiwan,Fordwantstobuildcarsfor
peoplewhobelievethatlifeisn’tjust
aboutcareersuccess,status,orwealth-
it’salsoaboutrelationshipsexperiences,
(therefore)committedtomakingtherelives
better-morefulfillingmoreexcitingandmorefulfillingmoreexcitingand
morefun,alifewithtimefortheirfriends
andfamily-andwhostrivetoimprovein
whattheydo.
ForpeoplewhoappreciateaCarCompanythatForpeoplewhoappreciateaCarCompanythat
usesallofitsglobalresourcesandlocal
expertisetointroduceinnovative-but
thoughtfulproductwithingeniousand
idldlkihi:.
VisionFocusVisionFocus
活得精采
“Huo-deJingdeJing-Tsai”:.
PROCESSFLOWS
TARGETCUSTOMERTOCOUNTRYSTRATEGIES
Define
Buildmarketing,
Build
focusedBuildbrand
advertisingand
product
targetstrategy
communications
strategy
customer
strategies
DitiDescription:
ProductNon-product
Fordglobal
Differen-
lineupstrategies
bullseye:
tiatedtargget
.
Highlight
customer
highlightedhighlighted
pointsof
with
bullseyebullseyewords;
emphasis
aspirational
wordds;dlbddevelopbrand
whichappeal
needs
identifiesfitplansand
totarget
ofcurrentstrategiestobuild
customer
productsandthebrand
productgaps:.
PROCESSFLOWS
TARGETCUSTOMERTOCOUNTRYSTRATEGIES
Build
Define
Buildmarketing,
focusedBuildbrand
productadvertisingand
targetstrategy
strategycommunitiications
customer
strategies
DitiDescription:
ProductlineupNon-product
Fordglobal
Differen-
bullseye:
tiatedtargget
highlightedevaluatedvsevaluatedvs.
Highlight
customer
bullseyehighlighted
pointsof
with
words;bullseyewords;
emphasis
aspirational
idifififidentifiesfitofdlbddevelopbrand
whichappeal
needs
currentplansand
totarget
productsandstrategiesto
customer
productgapsbuildthebrand:.
BrandBuildingObjective
Revitald’lizeFord’simageasa
brandthatppgrovidingasolutionof
enjoyingfunandexcitementof
life
RejuvenateFord’simageby
connectingyoungergeneration
Taiwanese
ReinforceFord’ssocial
involvementinTaiwan:.
Applications-aspects
Primary
BdEMPBrandEMP
actions
Media’s
Internal
favor
belief
AZestfulAZestful
Social
ProductBrand
involvement
Sales
Showroom
bhibehavior
deco:.
PrimaryBrandEMPPrimaryBrandEMP
actions:.
PassionPointsInterest
Music:Localpop(WuBai,A-Mei)
Sports:Gym,golfing,hiking
Entertainment:Familyouting
tthdiitttdtogether,dinningoutattrendy
restaurants,shoppingtogether
Technology:Cellphone,PDA,DVD
Other:Travelforpleasure,
Financialplanning:.
SpikeStrategy
Eachspikewillbedesignedtomeetthe
uniqueattributeofeachnameplateanduniqueattributeofeachnameplateand
alsoconveyPrimaryBrand’sproposition
Onemajorspikedeployedrightafter
nameplatenameplates’smedialaunchtoextendthemedialaunchtoextendthe
launcheffect:.
Bottom-upStrategy
SpikeAllocation
20012002
JanFebMarAprMayJunJulAugSepOctNovDecJanFebMarAprMayJun
MAV
Metrostar
Focus
Escape
MAVMetrostarFocusEscapeMAVMetrostarFocusEscape
IdeaThemeParkCasualResortTrendyplacesHiddenattractionsYoungTalent
PassionPointsFamilyOutingFashionDiningFunplacesDiscoverTWNColorfulPeople
BrandVisionColorLife:.
CommunicationguidelinesCommunicationguidelines:.
NameppglateIntegration
活得精采精
ActivaTierraMondeoFocusEscapeIxionPRZWindstar:.
CommunicationActivityCommunicationActivity:.
PrimaryBrandTactics
InternalBeliefKick-offPressMediaLog
newbrandvision/
brandvisionnewbrandvision/
newlifeattitude
slogantooutside
’s
amonggeneral
press
involvement
ppgublicthrough
variousmedia
support:.
DesiredOutcomeafter18months
Zestfulppp(yg,,geople(young,famous,excitingand
healthy)drivingFord’szestfulvehiclesto
introducezestfulplace,people,activitiesinintroducezestfulplace,people,activitiesin
regularintervalmediachannels(TVlog...)
“WowtheydriveaFordtodocoolstuffWow,theydriveaFordtodocoolstuff”
“Fordisayoung,active,andzestfulbrand”:.
NextStep
Primary
BdEMPBrandEMP
actions
Media’s
Internal
favor
belief
AZestfulAZestful
Social
ProductBrand
involvement
Sales
Showroom
bhibehavior
deco