福特汽車-產品策略及品牌管理

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1、FordLioHo產品策略及品牌管理October5,2002AgendaFordMotorCompanyProductPlanningProcessWhybrandmarketing?ConsumerInsightIntegrateBrandMarketingIntoBusinessCaseStudy–ProductPlanningSummaryandQ&AWhatMakesaStrongBrand?Revised3/29Contact:GSCOTT12BrandStrategyCreatesDiff

2、erentiationandSynergiesAmongOurBrandsTheMostExclusiveClubElegantSensuousOriginalw/RefinedPowerStylishSpiritedInsightfulReliable;ConvenientServiceGenuineProgressiveSmartInnovativeExpressiveIndividualisticAmericanLuxuryIngenious…CaringSuperiorGlobalService

3、SpeedandConvenienceCompetitivePricesTRUST+LOVE+DELIGHTPremierAutomotiveGroupSafety“ForLife”Trustworthy,ExpertConvenient,FlexibleInnovativeWhyBrandMarketing?ProliferationofproductchoicesinthemarketIncreasingnumberofproductswithsimilarqualityandperformance

4、Product-basedcompetitiveadvantagesareshort-livedConsumersarelookingforwaystosimplifychoicesGlobalizationandPowerfulGlobalBrandsConsumerInsightProvidesBasisforConsistentlyDelightingConsumerTypesofNeedsStatedRealUnstatedDelightSecretExampleConsumerwantsani

5、nexpensivecarConsumerwantsacarwhoseoperatingcost,notitsinitialprice,islowConsumerexpectsgoodservicefromthedealerConsumerbuysthecarandreceivesacomplimentaryU.S.roadatlasConsumerwantstobeseenbyfriendsasavalue-orientedsavvyconsumerSource:Kotler,Philip;Marke

6、tingManagementConsumerInsightTheKeytoProduct“Hits”CustomerSatisfaction/OwnerLoyaltySegmentationToolsTrendsAnalysisProductSatisfactionSales&ServiceSatisfactionDealerSatisfactionOwnerLoyaltyBuyerStudiesMarketPulsesNeeds-BasedSegmentationAttitudinalSegment

7、ationGenerationalCohortsConsumerInsightExperienceConsumerImmersionsEthnographicsBrandPersonalityStyling/PackageMarketOfferingAdTestingBrandTrackingFuturesResearchConsumerImmersionBrand/ProductPerceptionYouNeedTo“ListenWithYourEyes”8Demographic/VehicleUse

8、Age:20-25Income:overUS$5MEducation:NONEVehicle:LimoWaysofGetting“ConsumerInsight”InterviewingEthnographicInterviewsObservationResearchAttitudinalCustomerInsightNeedsBasedCustomerSegmentationSpace:theFinalFrontierWantIt,Buy