福特汽幨-u品的策略与品牌管理.pptVIP

Situation Analysis Should Aim at Broad Understanding of Market General Market Overview Demographics Economic Indicators Social trends Automotive Market Overview Size and Growth Key Players, Offerings and Shares Distribution Channels Ancillary Products and Channels (I.e., financing through credit unions) Customer Segments and Trends Ford Motor Company Overview Sales/Share Financial Performance Key Product Offerings Distribution Channels Brand Position Customer Segments SWOT Analysis (Strengths, Weaknesses, Opportunities and Threats) * ‘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’ * * TARGET CUSTOMER… the foundation for the brand positioning Brand Positioning DNA * Developing Brand Plans Identify challenges and implications of the Brand Positioning Develop Strategies to deliver on the Brand Positioning Determine Tactics that will bring Strategies to life * Brand Marketing Process Analyzing and Diagnosing the Brand / Situational Analysis Measuring Progress Creating the Brand Positioning Developing Brand Plans Measuring Progress * * 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 a specific product or service. Your thoughts include a very clear description of the product’s features or price. You are demonstrating in your mind what strong brands offer. What they offer to the target customer is an emotional connection. This emotional connection to the target customer represents a significant competitive advantage. In other words, a brand resides in the hearts and minds of co