著名汽车集团培训材料课件.ppt
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- 著名 汽车集团 培训 材料 课件
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1、Ford Lio Ho產品策略及品牌管理產品策略及品牌管理October 5,2002AgendaFPDS-Ford Product Development SystemSISCPHPASTPRCPCCLRLS Job#1S6/S5413633.53025.51914.584.53.250S4/S33230302525181484.53.250S22422222020131063.52.250S1181616141411853.52.250S6/S5-All new vehicles with major engine,P/T upgrade,1st use emissionS4/S3-New
2、 exterior w/c/o lower structre,minor engine/trans,new calib/major emissionsS2-Minor freshening w/c/o engine/trans,moderate calibrationS1-Trim w/c/o P/T,minor calibration-Strategic Intent-Product readiness-Strategic Confirmation-Confirmation Prototype-Proportions&Hardpoints-Change cut-off-Program App
3、roval-Launch Readiness-Surface Transfer-Launch sign-off-P/T design complete-Job#1 AchievedWhat Makes a Strong Brand?Revised 3/29 Contact:GSCOTT12Brand Strategy Creates Differentiation and Synergies Among Our BrandsThe MostExclusiveClubElegantSensuousOriginalw/RefinedPowerStylishSpiritedInsightfulRel
4、iable;ConvenientServiceGenuineProgressiveSmartInnovativeExpressiveIndividualisticAmericanLuxuryIngeniousCaringSuperior Global ServiceSpeed and ConvenienceCompetitive Prices TRUST +LOVE +DELIGHTPremier Automotive GroupSafety“For Life”Trustworthy,ExpertConvenient,FlexibleInnovativeWhy Brand Marketing?
5、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 BrandsConsumer Insight Provides Basis for Consis
6、tently Delighting ConsumerTypes of NeedsStatedRealUnstatedDelightSecretExampleConsumer wants an inexpensive carConsumer wants a car whose operating cost,not its initial price,is lowConsumer expects good service from the dealerConsumer buys the car and receives a complimentary U.S.road atlasConsumer
7、wants to be seen by friends as a value-oriented savvy consumerSource:Kotler,Philip;Marketing Management8Consumer Insight The Key to Product“Hits”CustomerSatisfaction/Owner LoyaltySegmentationToolsTrendsAnalysisProduct SatisfactionSales&ServiceSatisfactionDealer SatisfactionOwner LoyaltyBuyer Studies
8、Market PulsesNeeds-Based SegmentationAttitudinal SegmentationGenerational CohortsConsumer Insight ExperienceConsumer ImmersionsEthnographicsBrand PersonalityStyling/PackageMarket OfferingAd TestingBrand TrackingFutures ResearchConsumerImmersionBrand/ProductPerceptionYou Need To“Listen With Your Eyes
9、”Demographic/Vehicle Use Age:20-25Income:over US$5MEducation:NONEVehicle:LimoWays of Getting“Consumer Insight”Interviewing Ethnographic Interviews Observation Research Attitudinal Customer Insight Needs Based Customer Segmentation Space:the Final FrontierWant It,Buy ItFamily TransportMen Behaving Ba
10、dlyComfortable ShuttleDesigner KnockoffBrand Imaging TruckConsumer Immersion Total reasonablemarket potentialfor the brandPeople who we willattract with elementsof the brand,but notthe focus of our“delighting”effortsThe most“valuable”customers we want to delight witha total brand experienceTargeting
11、Target Customer Description:What hobbies does this person have?What lifestage is this person in?What is most important in this persons life?What are this customers core values?How does this persons friends describe him/her?Analyzing andDiagnosingthe Brand/Situational AnalysisMeasuring ProgressCreati
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