某汽车培训材料——产品策略※品牌管理（英文PPT23页）.pptx 24页

FordLioHo產品策略及品牌管理October5,2002 AgendaFordMotorCompanyProductPlanningProcessWhybrandmarketing?ConsumerInsightIntegrateBrandMarketingIntoBusinessCaseStudy–ProductPlanningSummaryandQ&A WhatMakesaStrongBrand? Revised3/29Contact:GSCOTT12BrandStrategyCreatesDifferentiationandSynergiesAmongOurBrandsTheMostExclusiveClubElegantSensuousOriginalw/RefinedPowerStylishSpiritedInsightfulReliable;ConvenientServiceGenuineProgressiveSmartInnovativeExpressiveIndividualisticAmericanLuxuryIngenious…CaringSuperiorGlobalServiceSpeedandConvenienceCompetitivePricesTRUST+LOVE+DELIGHTPremierAutomotiveGroupSafety“ForLife”Trustworthy,ExpertConvenient,FlexibleInnovative WhyBrandMarketing?ProliferationofproductchoicesinthemarketIncreasingnumberofproductswithsimilarqualityandperformanceProduct-basedcompetitiveadvantagesareshort-livedConsumersarelookingforwaystosimplifychoicesGlobalizationandPowerfulGlobalBrands ConsumerInsightProvidesBasisforConsistentlyDelightingConsumerTypesofNeedsStatedRealUnstatedDelightSecretExampleConsumerwantsaninexpensivecarConsumerwantsacarwhoseoperatingcost,notitsinitialprice,islowConsumerexpectsgoodservicefromthedealerConsumerbuysthecarandreceivesacomplimentaryU.S.roadatlasConsumerwantstobeseenbyfriendsasavalue-orientedsavvyconsumerSource:Kotler,Philip;MarketingManagement ConsumerInsightTheKeytoProduct“Hits”CustomerSatisfaction/OwnerLoyaltySegmentationToolsTrendsAnalysisProductSatisfactionSales&ServiceSatisfactionDealerSatisfactionOwnerLoyaltyBuyerStudiesMarketPulsesNeeds-BasedSegmentationAttitudinalSegmentationGenerationalCohortsConsumerInsightExperienceConsumerImmersionsEthnographicsBrandPersonalityStyling/PackageMarketOfferingAdTestingBrandTrackingFuturesResearchConsumerImmersionBrand/ProductPerceptionYouNeedTo“ListenWithYourEyes”8 Demographic/VehicleUseAge:20-25Income:overUS$5MEducation:NONEVehicle:LimoWaysofGetting“ConsumerInsight”InterviewingEthnographicInterviewsObservationResearchAttitudinalCustomerInsightNeedsBasedCustomerSegmentationSpace:theFinalFrontierWantIt,BuyItFamilyTransportMenBehavingBadlyComfortableShuttleDesignerKnockoffBrandImagingTruckConsumerImmersion ConsumptionConsumptionTotalreasonablemarketpotentialforthebrandAdjacentPeoplewhowewillattractwithelementsofthebrand,butnotthefocusofour“delighting”effortsAdjacentCoreTargetCoreTargetThemost“valuable”customerswewanttodelightwithatotalbrandexperienceTargeting TargetCustomerDescription:Whathobbiesdoesthispersonhave?Whatlifestageisthispersonin?Whatismostimportantinthisperson’slife?Whatarethiscustomer’scorevalues?Howdoesthisperson’sfriendsdescribehim/her? AnalyzingandDiagnosingtheBrand/SituationalAnalysisMeasuringProgressCreatingtheBrandPositioningDevelopingBrandPlansProcessElementsWherearewenow?(AnalyzingandDiagnosingtheBrand/SituationalAnalysis)Wheredowewanttobe?(CreatingtheBrandPositioning)Howdowegetthere?(DevelopingBrandPlans)Howwillwebemeasured?(MeasuringProgress)IntegratingBrandMarketingintoourBusiness SituationAnalysisShouldAimatBroadUnderstandingofMarketGeneralMarketOverviewDemographicsEconomicIndicatorsSocialtrendsAutomotiveMarketOverviewSizeandGrowthKeyPlayers,OfferingsandSharesDistributionChannelsAncillaryProductsandChannels(I.e.,financingthroughcreditunions)CustomerSegmentsandTrendsFordMotorCompanyOverviewSales/ShareFinancialPerformanceKeyProductOfferingsDistributionChannelsBrandPositionCustomerSegmentsSWOTAnalysis(Strengths,Weaknesses,OpportunitiesandThreats) ‘Positioning’OurBrandsdefinesthebrand’semotionalconnectionwiththecustomerfostersthedevelopmentofmoretargetedproductsdifferentiatesproductswithinourportfolioandfromcompetitorsprovidesauniqueandcompelling‘sellingproposition’9/28/202114 TARGETCUSTOMER…thefoundationforthebrandpositioningBrandPositioningDNA DevelopingBrandPlansIdentifychallengesandimplicationsoftheBrandPositioningDevelopStrategiestodeliverontheBrandPositioningDetermineTacticsthatwillbringStrategiestolife BrandMarketingProcessAnalyzingandDiagnosingtheBrand/SituationalAnalysisMeasuringProgressCreatingtheBrandPositioningDevelopingBrandPlansMeasuringProgress HumanResourcesPublicAffairsPurchasingMarketing,Sales,&ServiceProductDevelopmentFinanceManufacturingDealers/FRNFromCompanytoBrandBRANDDesignSuppliers/AgenciesQuality/ProcessLeader-ship9/28/202118 FromBrandtoCustomer…EverytouchpointwiththecustomermustreinforcethebrandBRANDPeopleAdvertisingPricingBrochuresSponsorshipSales/ServiceExperienceWebsiteAutoShowDisplaysProductDesign9/28/202119 PreciseCustomerTargetingDeepConsumerInsightStrongBrandsthatConnectEmotionallyandRationallywithourTargetCustomersConsumerCompanyWithCulturalIntensitySVAP/ERatio=Winning!! SummaryWhatisaBrand?Withbrands,acustomer’sperceptionISrealityStrongbrands(brandspeoplelove)areproductplusanemotionalconnectionwiththeconsumerAsacompanyweneedtoalignoureffortstobetterconnectourbrandstoourcustomer…TheArtofConnecting SummaryImpactofBrandMarketingStrongBrands……provideanemotionalconnectionwithourcustomersdelivergreaterproductdifferentiationdeliverhigherlevelsofcustomersatisfaction,ownerloyalty,salesandprofitallowless“push”andmore“pull”marketingDelightthefewandattractthemanyIt’snotaboutshowingup…it’saboutwinning. 10RulesofGreatBrandMarketingTactics1.Buildimagearoundgroup“A”(target),sellvolumetogroup“B”.2.Startwithaverygoodproduct--daretocompare.3.Marketthetop-of-the-lineproductfirst.4.MarkettheBrandFamilyofnameplatestogetheraroundcommonbenefitsandvalues.Leadwiththenew,hotproductsandincludetheoldermodels.5.Comeupwith“newtotheworld”ideas,sothepresssellsthebrandforyou.6.Create“buzz”(positivewordofmouth)directedatspecifictargetcustomers.7.Beproudandaspirational.Useboldadvertisingthat1)getsnoticed2)makestheproductahero,and3)connectsemotionally.8.Focusallmarketingactivitiesaroundthebrandvaluesandintegrateallmarketingactivitiestoachievesynergy,efficiencyandconsistency.9.Ensurethatdealersunderstandandbuildthebrand.DevelopfacilitiesandsalesandserviceexperienceswhichareconsistentwithBrandvalues.10.Useindividualized,relationship(2:1)marketingtodevelopdeep,lastingrelationshipswithcustomers.Usetheinterneteffectivelytoconnectwithcustomers. 9、静夜四无邻，荒居旧业贫。。九月-21九月-21Tuesday,September28,202110、雨中黄叶树，灯下白头人。。22:08:1622:08:1622:089/28/202110:08:16PM11、以我独沈久，愧君相见频。。九月-2122:08:1622:08Sep-2128-Sep-2112、故人江海别，几度隔山川。。22:08:1622:08:1622:08Tuesday,September28,202113、乍见翻疑梦，相悲各问年。。九月-21九月-2122:08:1622:08:16September28,202114、他乡生白发，旧国见青山。。28九月202110:08:16下午22:08:16九月-2115、比不了得就不比，得不到的就不要。。。九月2110:08下午九月-2122:08September28,202116、行动出成果，工作出财富。。2021/9/2822:08:1622:08:1628September202117、做前，能够环视四周；做时，你只能或者最好沿着以脚为起点的射线向前。。10:08:16下午10:08下午22:08:16九月-219、没有失败，只有暂时停止成功！。九月-21九月-21Tuesday,September28,202110、很多事情努力了未必有结果，但是不努力却什么改变也没有。。22:08:1622:08:1622:089/28/202110:08:16PM11、成功就是日复一日那一点点小小努力的积累。。九月-2122:08:1622:08Sep-2128-Sep-2112、世间成事，不求其绝对圆满，留一份不足，可得无限完美。。22:08:1622:08:1622:08Tuesday,September28,202113、不知香积寺，数里入云峰。。九月-21九月-2122:08:1622:08:16September28,202114、意志坚强的人能把世界放在手中像泥块一样任意揉捏。28九月202110:08:16下午22:08:16九月-2115、楚塞三湘接，荆门九派通。。。九月2110:08下午九月-2122:08September28,202116、少年十五二十时，步行夺得胡马骑。。2021/9/2822:08:1622:08:1628September202117、空山新雨后，天气晚来秋。。10:08:16下午10:08下午22:08:16九月-219、杨柳散和风，青山澹吾虑。。九月-21九月-21Tuesday,September28,202110、阅读一切好书如同和过去最杰出的人谈话。22:08:1622:08:1622:089/28/202110:08:16PM11、越是没有本领的就越加自命不凡。九月-2122:08:1622:08Sep-2128-Sep-2112、越是无能的人，越喜欢挑剔别人的错儿。22:08:1622:08:1622:08Tuesday,September28,202113、知人者智，自知者明。胜人者有力，自胜者强。九月-21九月-2122:08:1622:08:16September28,202114、意志坚强的人能把世界放在手中像泥块一样任意揉捏。28九月202110:08:16下午22:08:16九月-2115、最具挑战性的挑战莫过于提升自我。。九月2110:08下午九月-2122:08September28,202116、业余生活要有意义，不要越轨。2021/9/2822:08:1622:08:1628September202117、一个人即使已登上顶峰，也仍要自强不息。10:08:16下午10:08下午22:08:16九月-21MOMODAPOWERPOINTLoremipsumdolorsitamet,consecteturadipiscingelit.Fusceidurnablandit,eleifendnullaac,fringillapurus.Nullaiaculistemporfelisutcursus.感谢您的下载观看专家告诉