产品策略及品牌管理(3)

FordLioHo產品策略及品牌管理October5,2002AgendaFordMotorCompanyProductPlanningProcessWhybrandmarketing?ConsumerInsightIntegrateBrandMarketingIntoBusinessCaseStudy–ProductPlanningSummaryandQ&AFPDS-FordProductDevelopmentSystemSISCPHPASTPRCPCCLRLSJob#1S6/S5413633.53025.51914.584.53.250S4/S33230302525181484.53.250S22422222020131063.52.250S1181616141411853.52.250S6/S5-Allnewvehicleswithmajorengine,P/Tupgrade,1stuseemissionS4/S3-Newexteriorw/c/olowerstructre,minorengine/trans,newcalib/majoremissionsS2-Minorfresheningw/c/oengine/trans,moderatecalibrationS1-Trimw/c/oP/T,minorcalibrationSI-StrategicIntentPR-ProductreadinessSC-StrategicConfirmationCP-ConfirmationPrototypePH-Proportions&HardpointsCC-Changecut-offPA-ProgramApprovalLR-LaunchReadinessST-SurfaceTransferLS-Launchsign-offPT-P/TdesigncompleteJ1-Job#1AchievedWhatMakesaStrongBrand?Revised3/29Contact:GSCOTT12BrandStrategyCreatesDifferentiationandSynergiesAmongOurBrandsTheMostExclusiveClubElegantSensuousOriginalw/RefinedPowerStylishSpiritedInsightfulReliable;ConvenientServiceGenuineProgressiveSmartInnovativeExpressiveIndividualisticAmericanLuxuryIngenious…CaringSuperiorGlobalServiceSpeedandConvenienceCompetitivePricesTRUST+LOVE+DELIGHTPremierAutomotiveGroupSafety“ForLife”Trustworthy,ExpertConvenient,FlexibleInnovativeWhyBrandMarketing?ProliferationofproductchoicesinthemarketIncreasingnumberofproductswithsimilarqualityandperformanceProduct-basedcompetitiveadvantagesareshort-livedConsumersarelookingforwaystosimplifychoicesGlobalizationandPowerfulGlobalBrandsConsumerInsightProvidesBasisforConsistentlyDelightingConsumerTypesofNeedsStatedRealUnstatedDelightSecretExampleConsumerwantsaninexpensivecarConsumerwantsacarwhoseoperatingcost,notitsinitialprice,islowConsumerexpectsgoodservicefromthedealerConsumerbuysthecarandreceivesacomplimentaryU.S.roadatlasConsumerwantstobeseenbyfriendsasavalue-orientedsavvyconsumerSource:Kotler,Philip;MarketingManagement8ConsumerInsightTheKeytoProduct“Hits”CustomerSatisfaction/OwnerLoyaltySegmentationToolsTrendsAnalysis•ProductSatisfaction•Sales&ServiceSatisfaction•DealerSatisfaction•OwnerLoyalty•BuyerStudies•MarketPulses•Needs-BasedSegmentation•AttitudinalSegmentation•GenerationalCohorts•ConsumerInsightExperience•ConsumerImmersions•Ethnographics•BrandPersonality•Styling/Package•MarketOffering•AdTesting•BrandTracking•FuturesResearchConsumerImmersionBrand/ProductPerceptionYouNeedTo“ListenWithYourEyes”•Demographic/VehicleUse•Age:20-25•Income:overUS$5M•Education:NONE•Vehicle:LimoWaysofGetting“ConsumerInsight”•Interviewing•EthnographicInterviews•ObservationResearch•AttitudinalCustomerInsight•NeedsBasedCustomerSegmentationSpace:theFinalFrontierWantIt,BuyItFamilyTransportMenBehavingBadlyComfortableShuttleDesignerKnockoff•BrandImagingTruck•ConsumerImmersionConsumptionConsumptionTotalreasonablemarketpotentialforthebrandAdjacentPeoplewhowewillattractwithelementsofthebrand,butnotthefocusofour“delighting”effortsAdjacentCoreTargetCoreTargetThemost“valuable”customerswewanttodelightwithatotalbrandexperienceTargetingTargetCustomerDescription:•Whathobbiesdoesthispersonhave?•Whatlifestageisthispersonin?•Whatismostimportantinthisperson’slife?•Whatarethiscustomer’scorevalues?•Howdoesthisperson’sfriendsdescribehim/her?AnalyzingandDiagnosingtheBrand/SituationalAnalysisMeasuringProgressCreatingtheBrandPositioningDevelopingBrandPlansProcessElements•Wherearewenow?(AnalyzingandDiagnosingtheBrand/SituationalAnalysis)•Wheredowewanttobe?(CreatingtheBrandPositioning)•Howdowegetthere?(DevelopingBrandPlans)•Howwillwebemeasured?(MeasuringProgress)IntegratingBrandMarketingintoourBusinessSituationAnalysisShouldAimatBroadUnderstandingofMarketI.GeneralMarketOverviewA.DemographicsB.EconomicIndicatorsC.SocialtrendsII.AutomotiveMarketOverviewA.SizeandGrowthB.KeyPlayers,OfferingsandSharesC.DistributionChannelsD.AncillaryProductsandChannels(I.e.,financingthroughcreditunions)E.CustomerSegmentsandTrendsIII.FordMotorCompanyOverviewA.Sales/Share(Strengths,Weaknesses,OpportunitiesandThreats)2019/8/2314‘Positioning’OurBrands•definesthebrand’semotionalconnectionwiththecustomer•fostersthedevelopmentofmoretargetedproducts•differentiatesproductswithinourportfolioandfromcompetitors•providesauniqueandcompelling‘sellingproposition’TARGETCUSTOMER…thefoundationforthebrandpositioningBrandPositioningDNADevelopingBrandPlansIdentifychallengesandimplicationsoftheBrandPositioningDevelopStrategiestodeliverontheBrandPositioningDetermineTacticsthatwillbringStrategiestolifeBrandMarketingProcessAnalyzingandDiagnosingtheBrand/SituationalAnalysisMeasuringProgressCreatingtheBrandPositioningDevelopingBrandPlansMeasuringProgress2019/8/2318HumanResourcesPublicAffairsPurchasingMarketing,Sales,&ServiceProductDevelopmentFinanceManufacturingDealers/FRNFromCompanytoBrandBRANDDesignSuppliers/AgenciesQuality/ProcessLeader-ship2019/8/2319FromBrandtoCustomer…Everytouchpoin