福特汽车-产品策略及品牌管理模板剖析.ppt

Ford Lio Ho產品策略及品牌管理 October 5, 2002 Agenda Target Customer Description: What hobbies does this person have? What lifestage is this person in? What is most important in this person’s life? What are this customer’s core values? How does this person’s friends describe him/her? ‘Positioning’ Our Brands defines the brand’s emotional connection with the customer fosters the development of more targeted products differentiates products within our portfolio and from competitors provides a unique and compelling ‘selling proposition’ 10 Rules of Great Brand Marketing Tactics Brand Marketing Process Analyzing and Diagnosing the Brand / Situational Analysis Measuring Progress Creating the Brand Positioning Developing Brand Plans Measuring Progress Human Resources Public Affairs Purchasing Marketing, Sales, Service Product Development Finance Manufacturing Dealers / FRN From Company to Brand BRAND Design Suppliers / Agencies Quality/ Process Leader- ship From Brand to Customer… Every touchpoint with the customer must reinforce the brand BRAND People Advertising Pricing Brochures Sponsorship Sales / Service Experience Website Auto Show Displays Product Design Precise Customer Targeting Deep Consumer Insight Strong Brands that Connect Emotionally and Rationally with our Target Customers Consumer Company With Cultural Intensity SVA P/E Ratio = Winning!! Summary What is a Brand? With brands, a customer’s perception IS reality Strong brands (brands people love) are product plus an emotional connection with the consumer As a company we need to align our efforts to better connect our brands to our customer … The Art of Connecting * Think about this concept, called brand. Since each of us in this room are consumers, we are influenced and affected by various brands daily. Think about brands that influence your personal buying habits, brands that influence your families’ buying habits. What are the thoughts that come into your mind when you think about