福特汽车顾客导向思维解读.ppt

Vision Becoming The World’s Leading Consumer Company A consumer is someone who has the potential to buy our product What is a consumer company? Customer / Products Quadrant Portfolio Approach To Managing The Business What dose a great consumer company do? Ford Primary Brand Issues Old, conservative, boring Losing contact with younger generation Not proud to own a Ford Lack of social involvement Objectives Revitalize Ford’s image as a brand that providing a solution of enjoying fun and excitement of life Rejuvenate Ford’s image by connecting younger generation Taiwanese Reinforce Ford’s social involvement in Taiwan Ford needs a new meaning !! Ford Brand Assets to Leverage Applications Communication Set brand advertising guidelines that shape Ford into a Zestful brand Operate a series of owners programs that reinforce vehicles’ fun and excitement attributes Advertising Guidelines “Zest for Life” shapes Ford’s attitude to life: Energetic Passionate Optimistic Fresh Advertising Guidelines Ford’s advertising carries the tonality of : Fun Smart Humorous Western Video Owners Programs NBX: Stunning off-road experience for SUV owners FDA: Thrilling driving dynamics experience for car fans Video Internal Belief TOC NFL press conference to announce the new brand vision “Zest for Life” to press Full scale employee kick-off ceremony to reinforce the internal belief Departmental actions to realize the new brand vision Video/Photos Project Adventure Training Zest for LifeEmployee Moral Boosting Zest for Life – Aerobic Programs Achievements Brand communication The most recognized TV commercials in motor industry – Gold Model The most talk-about consumer immersion activities Business success Metrostar breaks Cefiro myth Escape sales rocket high, No 1 SUV RS fires up the driving passion Ford Lio Ho sales performance back to #3 “Best Employer Award” * * 福特六和汽車公司 總裁 沈英銓 以客為尊 Consumer Headset Build Strong Brands Through Consumer Insight Objective Understand Import