产品策略及品牌管理.pptxVIP

Ford Lio Ho產品策略及品牌管理 October 5, 2002 Agenda Ford Motor Company Product Planning Process Why brand marketing? Consumer Insight Integrate Brand Marketing Into Business Case Study – Product Planning Summary and QA What Makes a Strong Brand? Revised 3/29 Contact: GSCOTT12 Brand Strategy Creates Differentiation and Synergies Among Our Brands Ingenious…Caring TRUST + LOVE + DELIGHT Safety “For Life” Trustworthy, Expert Convenient, Flexible Innovative Why Brand Marketing? Proliferation of product choices in the market Increasing number of products with similar quality and performance Product-based competitive advantages are short- lived Consumers are looking for ways to simplify choices Globalization and Powerful Global Brands Consumer Insight Provides Basis for Consistently Delighting Consumer Types of Needs Stated Real Unstated Delight Secret Example Consumer wants an inexpensive car Consumer wants a car whose operating cost, not its initial price, is low Consumer expects good service from the dealer Consumer buys the car and receives a complimentary U.S. road atlas Consumer wants to be seen by friends as a value-oriented savvy consumer Source: Kotler, Philip; Marketing Management Consumer Insight The Key to Product “Hits” Customer Satisfaction/ Owner Loyalty Segmentation Tools Trends Analysis Product Satisfaction Sales ServiceSatisfaction Dealer Satisfaction Owner Loyalty Buyer Studies Market Pulses Needs-Based Segmentation Attitudinal Segmentation Generational Cohorts Consumer Insight Experience Consumer Immersions Ethnographics Brand Personality Styling/Package Market Offering Ad Testing Brand Tracking Futures Research Consumer Immersion Brand/Product Perception You Need To “Listen With Your Eyes” 8 Ways of Getting “Consumer Insight” Consumption Consumption Total reasonable market potential for the brand Adjacent People who we will attract with elements of the brand, but not the focus of our “delighting” efforts Adjacent Core