福特汽车-顾客导向思维

1福特六和汽車公司總裁沈英銓以客為尊ConsumerHeadset2BuildStrongBrandsThroughConsumerInsight3ObjectiveUnderstandImportanceOfConsumerInsightAndBrandBuildingToYourBusiness4VisionBecomingTheWorld’sLeadingConsumerCompany5AconsumerissomeonewhohasthepotentialtobuyourproductWhatisthedifferencebetweenacustomerandaconsumerAcustomerissomeonewhoisalreadybuyingourproducts6Whatisaconsumercompany?Anenterprisethatiscontinuouslygatheringunfilteredconsumerinsightsworldwideto:•Connectwithpotentialcustomers•Translateconsumerneedsintocompetitiveadvantage•Buildsustainedrelationships•Manageportfolioofbrands•Growshareholdervalue7Customer/ProductsQuadrant8PortfolioApproachToManagingTheBusiness9WhatDoesTransformationMean?MovefromaninternalToanexternalconsumerandshareholderfocusFrombureaucraticBecomemorenimbleandentrepreneurialFrommanufacturedrivenTothinkfromaconsumerperspective10WhatDoesTransformationMean?FromfocusoncostofproductionTofocusonthecostofownershipFromassetintensiveTolessassetintensiveFromfollowTolead11Whatdoseagreatconsumercompanydo?12以客為尊UnderstandtheimportanceofConsumerInsightAndBrandBuilding13以客為尊ConsumerInsight•Wealltouchtheconsumer-Directlyorindirectly-Internalcustomersandexternalcustomers•Puttingonaconsumerheadsetisessentialtobecomingtheworlds’leadingconsumercompanyforautomotiveproductsandservices14BuildingStrongBrands•Benefitofconsumerinsight•Whichbrandshavecompelledyouasaconsumer?Brandsyoufeelconnectedto.Brandsyouwanttoown.Brandsyou’reproudtohavepurchasedandtoshowyourfriends15WhatComesToMindWhenYouSee:16Whatarethecharacteristicsofastrongbrand?17Characteristicsofstrongbrands•Recognizedandcredibleidentities•Relevantanddifferentiatingbenefits•Consistentmessages•Loyalcustomers•Volumeandpricepremiums•Can’tbecopiedbycompetitors•Emotionallyconnectwithconsumers•Greatproductsandservices18Strongbrandsmakethemostmoney19OurBrandStrategy•TrustTheCompany•LoveOurBrands•DelightInServiceWeOffer20BrandmarketfundamentalsFordhasdevelopedsome“BrandFundamentals”thathelpusmanageandcarryoutourstrategyacrosstheglobeItcontains5categoriesofbrandmarketfundamentals:21Brandmarketfundamentals1.Consumerinsight:Understandingwhatcustomerneedsandhowtheyrelatetoourproducts/services.2.BrandpositioningUnderstandingourcustomerallowustocapturetheirheartsandmindsbydefiningthebrand,productbenefits,personalityandpricevalueItcontains5categoriesofbrandmarketfundamentals:22Brandmarketfundamentals3.Portfoliomanagement:Isaboutcreatingdifferentiationandsynergiesamongourbrandsgettingtherightproductsandbrandimagesintherightplace4.MarketingmixIscreatingastrongrelationshipwithcustomersthroughourbrandmarketing.Wehave12marketingtactics.Itcontains5categoriesofbrandmarketfundamentals:23Brandmarketfundamentals5.Businessmanagement:Wemanageourbrandstrategywith2objectives:•Arewegeneratingshareholdervalue?•Arewedelightingourcustomers?Itcontains5categoriesofbrandmarketfundamentals:24CASESTUDY25FordPrimaryBrand26IssuesOld,conservative,boringLosingcontactwithyoungergenerationNotproudtoownaFordLackofsocialinvolvement27ObjectivesRevitalizeFord’simageasabrandthatprovidingasolutionofenjoyingfunandexcitementoflifeRejuvenateFord’simagebyconnectingyoungergenerationTaiwaneseReinforceFord’ssocialinvolvementinTaiwan28Fordneedsanewmeaning!!29FordBrandAssetstoLeverageMorefunandexcitingvehiclesinadditiontoqualityCarisnotjustatransportationorstatus.It’sasourceoffunandenjoymentFordprovidesConsumerneedsZestforlife30ApplicationsAZestfulBrandCommunicationProductSalesbehaviorShowroomdecoMedia’sfavorInternalbeliefSocialinvolvement31CommunicationSetbrandadvertisingguidelinesthatshapeFordintoaZestfulbrandOperateaseriesofownersprogramsthatreinforcevehicles’funandexcitementattributes32AdvertisingGuidelines“ZestforLife”shapesFord’sattitudetolife:EnergeticPassionateOptimisticFresh33AdvertisingGuidelinesFord’sadvertisingcarriesthetonalityof:FunSmartHumorousWestern34Video35OwnersProgramsNBX:Stunningoff-roadexperienceforSUVownersFDA:Thrillingdrivingdynamicsexperienceforcarfans36Video37InternalBeliefTOCNFLpressconferencetoannouncethenewbrandvision“ZestforLife”topressFullscaleemployeekick-offceremonytoreinforcetheinternalbeliefDepartmentalactionstorealizethenewbrandvision38Video/Photos39ProjectAdventureTraining40ZestforLifeEmployeeMoralBoosting41ZestforLife–AerobicPrograms42AchievementsBrandcommunicationThemostrecognizedTVcommercialsinmotorindustry–GoldModelThemosttalk-aboutconsumerimmersionactivitiesBusinesssuccessMetrostarbreaksCefiromythEscapesalesrockethigh,No1SUVRSfiresupthedrivingpassionFordLioHosalesperformancebackto#3“BestEmployerAward”43QandA