福特汽车公司产品策略及品牌管理.pptVIP

* * 25 25 26 Thanks you…..we captures some very good feedback from you……. Next, Jen will take you through a quick overview of the AD section of the Brand Operating System….and share with you a new approach which will: 1. Save you time 2. Keep you focused on what is important. Jen Okay…great…thanks John…you were absolutely phenomenal !!!!!!!! Remember the BOS flowchart……………... * The situation analysis should getting a good understanding of the greater world within which Ford plays. By truly understanding the greater market, we will be fully armed to find ways to position the Ford Motor Company brands such that they best serve market/customer needs. This will maximize contributions to shareholder value * Understanding our target customer allows us to further the “art of connecting” by defining the product and personality of the brand that will capture their emotions. As one automotive industry analyst recently noted, “Car companies are used to focusing on the sale, but nobody worries about developing a lifetime emotional relationship with the customer. They know everything about cost and nothing about value.” When we develop brand positionings for our nameplates (i.e. Thunderbird, Puma, Focus, F-Series, etc.) the team is comprised of representatives from Product Development, Market Research, Marketing Plans Brand Development, and the vehicle division. The Company is already using completed primary brand and nameplate positionings to develop more focused product, design, marketing, retailing and ownership experience programs that add value and strengthen the consumers’ brand loyalty. * * 34 34 Ten factors helps Teams focus - P G suggests only (number?) Supporting strong Brands requires the cooperation of every functional area of the company - therefore, not just Marketing-related. Should be limited to factors that can be addressed through action over the next 1 - 3 years. * 35 35 26 Thanks you…..we captures some very good feedback from you……. Ne