福特汽车的产品策略及品该管理.ppt

* For many years now TVC has held inspection clinics with its customers This allows Engineers to talk directly with the customers, developing a dialogue that often lasts well beyond the clinic Over the years these clinics have allowed TVC to develop customer insights that has lead to record profitability and growth * So, during the brand positioning process, the team needs to determine who the Core Target Customers are going to be for the brand. These are the strategically valuable customers we want to delight with a total brand experience. The brand positioning team will dedicate most of its time during the Target Customer step identifying and understanding this core group of consumers. However, it is also important to identify those groups we will probably “attract,” these are the Adjacent Targets, and have an understanding for the total reasonable market potential for the brand, or the Consumption Group. A good analogy to help illustrate this concept is to think of a magnet in the very center of the circle. The core target customers will be the ones who are most strongly attracted to the brand. However, the magnetic field gets weaker and weaker as you move outward. * * 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