Ford Lio Ho
產品策略及品牌管理
October 5, 2002
Agenda
Ford Motor Company Product Planning ProcessFord Motor Company Product Planning Process 工艺工艺
Why brand marketing?Why brand marketing?
Consumer InsightConsumer Insight
IntegrateIntegrate 整合整合 Brand Marketing Into BusinessBrand Marketing Into Business
Case Study – Product PlanningCase Study – Product Planning
Summary and Q&ASummary and Q&A
议程
福特汽车公司产品计划流程福特汽车公司产品计划流程
什么要进行品牌营销?什么要进行品牌营销?
消费者洞察消费者洞察
将品牌营销整合到业务将品牌营销整合到业务
案例学习案例学习 – – 产品策略产品策略
总结和提问总结和提问
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 0S4/S3 32 30 30 25 25 18 14 8 4.5 3.25 0S2 24 22 22 20 20 13 10 6 3.5 2.25 0S1 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战略意图 <PR> - Product readiness产品准备就绪
<SC> - Strategic Confirmation战略确认 <CP> - Confirmation Prototype确认原型
<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 <J1> - Job#1 Achieved
FPDS - 福特产品发展体系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 0S4/S3 32 30 30 25 25 18 14 8 4.5 3.25 0S2 24 22 22 20 20 13 10 6 3.5 2.25 0S1 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战略意图 <PR> - Product readiness产品准备就绪
<SC> - Strategic Confirmation战略确认 <CP> - Confirmation Prototype确认原型
<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 <J1> - Job#1 Achieved
What Makes a Strong Brand?是什么让一个品牌强壮 ~ ?
Revised 3/29 Contact: GSCOTT12
Brand Strategy Creates Differentiation and Synergies 协同作用 Among Our Brands
The Most 最Exclusive 独家
Club 俱乐部
Stylish 时尚Spirited 精神
Insightful 有见地
Reliable 可靠 ;Convenient 方便
Service 服务
Genuine 真正Progressive 进步
Smart 智能
Innovative 创新Expressive 表达的
Individualistic个人主义的
American 美国Luxury 豪华
Ingenious…Caring 巧妙的关怀
Superior Global Service 一流的全球服务Speed and Convenience 速度和方便
Competitive Prices 竞争力的价格
TRUST
+
LOVE
+
DELIGHT情趣
Premier Automotive Group 首席汽车集团
Safety 安全“For Life”为了生活
Trustworthy, Expert 专家Convenient, Flexible 方便灵活
Innovative 创新
Elegant 优雅
Original 原w/ 瓦特
Refined 精Power 电源
Sensuous 感官的
Why Brand Marketing?
为什么要进行品牌营销?• Proliferation 扩散 of product choices in the market
• Increasing number of products with similar quality 质量 and performance 性能
• Product-based competitive advantages are short-lived 基于产品的竞争优势是短暂的。
• Consumers are looking for ways to simplify 简化 choices Globalization 全球化 and Powerful Global Brands
Consumer Insight Provides Basis for Consistently Delighting 坚持取悦 Consumer
Types of Needs
Stated 声明
Real
Unstated
Delight 情趣
Secret 秘密
Example
Consumer wants an inexpensive car 不贵的
Consumer wants a car whose operating cost 经营成本 , not its initial price, is low
Consumer expects good service from the dealer 经销商
Consumer buys the car and receives a complimentary 免费的 U.S. road atlas 地图集
Consumer wants to be seen by friends as a value-oriented 价值导向 savvy 精明 consumer
Source: Kotler, Philip; Marketing Management
10
Consumer Insight The Key to Product “Hits” 点击
CustomerSatisfaction/
Owner Loyalty 忠诚
SegmentationTools 分割工具
TrendsAnalysis
• Product Satisfaction
• Sales & ServiceSatisfaction
• Dealer 经销商Satisfaction
• Owner Loyalty• Buyer Studies研究• Market Pulses 脉冲
• Needs-Based Segmentation
• Attitudinal 态度Segmentation
• Generational Cohorts
• Consumer Insight Experience
• Consumer Immersions
• Ethnographics
• Brand Personality
• Styling/Package
• Market Offering发售
• Ad Testing
• Brand Tracking
• Futures Research
ConsumerImmersion 浸入
Brand/ProductPerception 知觉
You Need To “Listen With Your Eyes”
•Demographic 人口 / Vehicle 车辆 Use
•Age: 20-25•Income: over US$5M•Education: NONE•Vehicle: Limo
Ways of Getting “Consumer Insight”
•Interviewing
•Ethnographic Interviews 民族调查
•Observation 观察 Research
•Attitudinal Customer Insight
•Needs Based Customer Segmentation 分割
Space: the Final Frontier
Want It, Buy It
Family Transport
Men Behaving Badly
Comfortable Shuttle
Designer Knockoff
•Brand Imaging
Truck
•Consumer Immersion 沉浸
ConsumptionConsumption
ConsumptionConsumption 消费消费Total reasonablemarket potentialfor the brand
Adjacent Adjacent 相邻相邻People who we willattract with elementsof the brand, but notthe focus of our“delighting” efforts
AdjacentAdjacent
CoreCoreTargetTarget
Core TargetCore TargetThe most “valuable” customers we want to delight witha total brand experience
Targeting
Target Customer Description 说明 :
• What hobbies does this person have?• What life stage is this person in?• What is most important in this person’s
life?• What are this customer’s core values?
• How does this person’s friends describe 描述 him/her?
Analyzing andDiagnosing 诊断
the Brand /
Situational 情境 Analysis
Measuring Progress
Creating theBrand
Positioning 定位
DevelopingBrand Plans
Process 工艺 Elements 元素• Where are we now? (Analyzing and Diagnosing the Brand/ Situational Analysis)
• Where do we want to be? (Creating the Brand Positioning)
• How do we get there? (Developing Brand Plans)
• How will we be measured? (Measuring Progress)
Integrating 整合 Brand Marketing into our Business
Situation Analysis Should Aim at Broad Understanding of Market
形势分析应着眼于市场的广泛了解I. General Market Overview 市场概况
A. Demographics 人口统计
B. Economic Indicators 经济指标
C. Social trends 社会发展趋势
II. Automotive Market Overview 汽车市场概况
• Size and Growth 规模和增长
• Key Players, Offerings and Shares 主要企业,发行与分享
• Distribution Channels 分销渠道
• Ancillary Products and Channels (I.e., financing through credit unions) 辅助产品和渠道(即通过信用社融资)
• Customer Segments and Trends 客户群和发展趋势
• Ford Motor Company Overview 福特汽车公司简介
• Sales/Share 销售 / 分享
• Financial Performance 财务绩效
• Key Product Offerings 主要产品奉献
• Distribution Channels 分销渠道
• Brand Position 品牌定位
• Customer Segments 客户群体
• SWOT Analysis (Strengths, Weaknesses, Opportunities and Threats)
SWOT 分析(优势,劣势,机会和威胁)
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‘Positioning’ Our Brands
• Defines 定义 the brand’s emotional connection with the customer
• Fosters the development of more targeted products促进发展更有针对性的产品
• differentiates products within our portfolio组合 and from competitors
• provides a unique and compelling令人信服的 ‘ selling proposition’卖点
TARGET CUSTOMER…the foundation for the brand positioning
Brand Positioning
DNA
Developing Brand Plans
• Identify 识别 challenges and implications影响 of the Brand Positioning
• Develop Strategies 战略 to deliver 提供 on the Brand Positioning
• Determine 确定 Tactics战术 that will bring Strategies to life
Brand Marketing ProcessAnalyzing and
Diagnosingthe Brand /
Situational Analysis
Measuring Progress
Creating theBrand
Positioning
DevelopingBrand Plans
Measuring Progress
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Human Resources
Public Affairs事务
Purchasing采购
Marketing, Sales, & Service
Product Development 产品发展
Finance财经
Manufacturing制造业
Dealers 经销商 / FRN
From Company to Brand
BRANDBRAND
Design
Suppliers / Agencies供应商通讯社
Quality/ProcessLeader-Ship
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From Brand to Customer…Every touchpoint with the customer
must reinforce 加强 the brand
BRANDBRAND
PeoplePeople
Advertising
Advertising
PricingPricingBrochuresBrochures
手册手册
SponsorshipSponsorship赞助赞助
Sales / ServiceSales / Service
ExperienceExperience
WebsiteWebsite
Auto ShowAuto ShowDisplays
Displays显示显示
ProductProduct
DesignDesign
Precise 精确 Customer Targeting 定位 Deep Consumer Insight 深化消费者认知
Strong Brands that ConnectEmotionally 情感 and Rationally 理性with our Target Customers
Consumer Company With Cultural Intensity 强度
SVAP/E Ratio
=Winning!!
Summary What is a Brand?
•With brands, a customer’s perception 知觉 IS reality现实•Strong brands (brands people love) are product plus 加 an emotional connection with the consumer• As a company we need to align 对齐 our efforts to better connect our brands to our customer
… The Art of Connecting
Summary Impact影响 of Brand Marketing
Strong Brands…… • provide an emotional connection with our customers
• deliver 交付 greater product differentiation
• deliver higher levels of customer satisfaction, owner loyalty, sales and profit 利润 • allow less “push” and more “pull” marketing ⇒ Delight 情趣 the few and attract the many
It’s not about showing up… it’s about winning.
10 Rules of Great Brand Marketing Tactics 战术
1. Build image around group “A” (target), sell volume to group “B”.2. Start with a very good product -- dare 敢于 to compare.3. Market the top-of-the-line product first.4. Market the Brand Family of nameplates together around common benefits and values. Lead with the new, hot products and include the older models.5. Come up with “new to the world” ideas, so the press sells the brand for you.6. Create “buzz” (positive word of mouth) directed at specific target customers. 7. Be proud and aspirational. Use bold advertising that 1) gets noticed 2) makes the product a hero, and 3) connects emotionally.8. Focus all marketing activities around the brand values and integrate all marketing activities to achieve synergy, efficiency and consistency.9. Ensure that dealers understand and build the brand. Develop facilities and sales and service experiences which are consistent with Brand values.10. Use individualized, relationship (2:1) marketing to develop deep, lasting relationships with customers. Use the internet effectively to connect with customers.
1. Build image around group “A” (target), sell volume to group “B”. 面对 A受众建立品牌形象,但是要把数量卖给 B受众。2. Start with a very good product -- dare 敢于 to compare. 要用一个非常优秀的产品来作为开始。要敢于对比(竞品)。3. Market the top-of-the-line product first. 最初的时候就定位在顶级有4. Market the Brand Family of nameplates together around common benefits and values. Lead with the new, hot products and include the older models.5. Come up with “new to the world” ideas, so the press sells the brand for you.6. Create “buzz” (positive word of mouth) directed at specific target customers. 7. Be proud and aspirational. Use bold advertising that 1) gets noticed 2) makes the product a hero, and 3) connects emotionally.8. Focus all marketing activities around the brand values and integrate all marketing activities to achieve synergy, efficiency and consistency.9. Ensure that dealers understand and build the brand. Develop facilities and sales and service experiences which are consistent with Brand values.10. Use individualized, relationship (2:1) marketing to develop deep, lasting relationships with customers. Use the internet effectively to connect with customers.