产品策略及品牌管理.pdf

Ford Lio Ho 產品策略及品牌管理產品策略及品牌管理 產品策略及品牌管理產品策略及品牌管理 October 5, 2002 Agenda Ford Motor Company Product Planning Process Ford Motor Company Product Planning Process Why brand marketing? Why brand marketing? Consumer Insight Consumer Insight Integrate Brand Marketing Into Business Integrate Brand Marketing Into Business Case Study – Product Planning Case Study – Product Planning Summary and QA Summary and QA FPDS - Ford Product Development System SI SC PH PA ST PR CP CC LR LS Job#1 S6/S5 41 36 33.5 30 25.5 19 14.5 8 4.5 3.25 0 S4/S3 32 30 30 25 25 18 14 8 4.5 3.25 0 S2 24 22 22 20 20 13 10 6 3.5 2.25 0 S1 18 16 16 14 14 11 8 5 3.5 2.25 0 S6/S5 - All new vehicles with major engine, P/T upgrade, 1st use emission S4/ S3 - New exterior w/ c/o lower structre, minor engine/ trans, new calib/ major emissions S2 - Minor freshening w/ c/o engine/ trans, moderate calibration S1 - Trim w/ c/o P/T, minor calibration SI - Strategic Intent PR - Product readiness SC - Strategic Confirmation CP - Confirmation Prototype PH - Proportions Hardpoints CC - Change cut-off PA - Program Approval LR - Launch Readiness ST - Surface Transfer LS - Launch sign-off PT - P/T design complete