福特汽车培训材料——产品策略※品牌管理
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福特汽车-产品策略及品牌管理
You Need To “Listen With Your Eyes”
Segmentation Trends
Tools
Analysis
• Needs-Based Segmentation
• Attitudinal Segmentation
• Generational Cohorts
• Futures Research
S2
- Minor freshening w/ c/o engine/ trans, moderate calibration
S1
- Trim w/ c/o P/T, minor calibration
<SI> - Strategic Intent
<SC> - Strategic Confirmation
精选课件
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 valueoriented savvy consumer
Segmentation Trends
Tools
Analysis
• Needs-Based Segmentation
• Attitudinal Segmentation
• Generational Cohorts
• Futures Research
S2
- Minor freshening w/ c/o engine/ trans, moderate calibration
S1
- Trim w/ c/o P/T, minor calibration
<SI> - Strategic Intent
<SC> - Strategic Confirmation
精选课件
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 valueoriented savvy consumer
福特汽车-产品策略及品牌管理-24页文档资料
Consumer Immersion
• Consumer Insight Experience
• Consumer Immersions
• Ethnographics
Brand/Product Perception
• Brand Personality
Customer Satisfaction/ Owner Loyalty
Consumer Insight Provides Basis for Consistently Delighting Consumer
Types of Needs Stated Real
Unstated Delight
Secret
Example
Consumer wants an inexpensive car
S2
- Minor freshening w/ c/o engine/ trans, moderate calibration
S1
- Trim w/ c/o P/T, minor calibration
<SI> - Strategic Intent <SC> - Strategic Confirmation <PH> - Proportions & Hardpoints <PA> - Program Approval <ST> - Surface Transfer <PT> - P/T design complete
8
5
4.5
3.25
0
4.5
3.25
0
3.5
2.25
0
3.52.250来自S6/S5 - All new vehicles with major engine, P/T upgrade, 1st use emission
福特汽车培训材料--产品策略品牌管理24页
and Strategy Creates Differentiation d Synergies Among Our Brands
TRUST
Ingenious…Caring
+
LOVE +
Genuine Progressive
Smart
Innovative Expressive Individualistic
Why Brand Marketing?
Proliferation of product choices in the market
Increasing number of products with similar quality and performance Product-based competitive advantages are shortlived Consumers are looking for ways to simplify choices Globalization and Powerful Global Brands
<PR> - Product readiness <CP> - Confirmation Prototype <CC> - Change cut-off <LR> - Launch Readiness <LS> - Launch sign-off <J1> - Job#1 Achieved
What Makes a Strong Brand?
FPDS - Ford Product Development System
SI SC PH PA ST PR CP CC LR LS Job#1
S6/S5
福特汽车培训-产品策略品牌管理.
• Age: 20-25 Shuttle Comfortable •Income: over US$5M Truck • Education: NONE Designer Knockoff •Vehicle: Limo
•Needs Based Customer Segmentation
•Brand Imaging •Consumer Immersion
American Luxury
+
Safety “For Life”
DELIGHT
Trustworthy, Expert Convenient, Flexible Innovative
Revised 3/29 Contact: GSCOTT12
Reliable; Convenient Service
Superior Global Service Speed and Convenience Competitive Prices
• Needs-Based Segmentation
• Attitudinal Segmentation
Trends Analysis
• Futures Research
Consumer Immersion
• Consumer Insight Experience
• Consumer Immersions • Ethnographics
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
•Needs Based Customer Segmentation
•Brand Imaging •Consumer Immersion
American Luxury
+
Safety “For Life”
DELIGHT
Trustworthy, Expert Convenient, Flexible Innovative
Revised 3/29 Contact: GSCOTT12
Reliable; Convenient Service
Superior Global Service Speed and Convenience Competitive Prices
• Needs-Based Segmentation
• Attitudinal Segmentation
Trends Analysis
• Futures Research
Consumer Immersion
• Consumer Insight Experience
• Consumer Immersions • Ethnographics
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
福特汽车培训-产品策略品牌管理-24页精选文档
Adjacent People who we will attract with elements of the brand, but not the focus of our “delighting” efforts
Consumption Total reasonable market potential for the brand
8
5
4.5
3.25
0
4.5
3.25
0
3.5
2.25
0
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
Developing Brand Plans
Process Elements
• Where are we now? (Analyzing and Diagnosing the Brand/ Situational Analysis)
• Where do we want to be? (Creating the Brand Positioning)
Consumer Immersion
• Consumer Insight Experience
• Consumer Immersions
• Ethnographics
Brand/Product Perception
• Brand Personality
Customer Satisfaction/ Owner Loyalty
Consumption Total reasonable market potential for the brand
8
5
4.5
3.25
0
4.5
3.25
0
3.5
2.25
0
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
Developing Brand Plans
Process Elements
• Where are we now? (Analyzing and Diagnosing the Brand/ Situational Analysis)
• Where do we want to be? (Creating the Brand Positioning)
Consumer Immersion
• Consumer Insight Experience
• Consumer Immersions
• Ethnographics
Brand/Product Perception
• Brand Personality
Customer Satisfaction/ Owner Loyalty
福特汽车培训材料——产品策略※品牌管理共24页
Brand Strategy Creates Differentiation and Synergies Among Our Brands
TRUST +
Ingenious…Caring
Premier Automotive Group
LOVE
Genuine Progressive
Smart
+
Innovative Expressive Individualistic
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 Immersion
• Consumer Insight Experience
• Consumer Immersions
• Ethnographics
Brand/Product Perception
• Brand Personality
Customer Satisfaction/ Owner Loyalty
Consumer Insight Provides Basis for Consistently Delighting Consumer
Types of Needs Stated Real
Unstated Delight
Secret
Example
Consumer wants an inexpensive car
福特汽车培训材料——产品策略※品牌管理英文
S2
- Minor freshening w/ c/o engine/ trans, moderate calibration
S1
- Trim w/ c/o P/T, minor calibration
<SI> - Strategic Intent <SC> - Strategic Confirmation <PH> - Proportions & Hardpoints <PA> - Program Approval <ST> - Surface Transfer <PT> - P/T design complete
You Need To “Listen With Your Eyes”
Segmentation Trends
Tools
Analysis
• Needs-Based Segmentation
• Attitudinal Segmentation
• Generational Cohorts
• Futures Research
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
Agenda
Ford Motor Company Product Planning Process Why brand marketing? Consumer Insight
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• Needs-Based Segmentation
• Attitudinal Segmentation
Trends Analysis
• Futures Research
Consumer Immersion
• Consumer Insight Experience
• Consumer Immersions • Ethnographics
Unstated Delight
Secret
Source: Kotler, Philip; Marketing Management
Consumer Insight
The Key to Product “Hits”
You Need To “Listen With Your Eyes”
Segmentation Tools
American Luxury
+
Safety “For Life”
DELIGHT
Trustworthy, Expert Convenient, Flexible Innovative
Revised 3/29 Contact: GSCOTT12
Reliable; Convenient Service
Superior Global Service Speed and Convenience Competitive Prices
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 valueoriented savvy consumer
Ford Lio Ho
產品策略及品牌管理
Agenda
Ford Motor Company Product Planning Process Why brand marketing?
Consumer Insight
Integrate Brand Marketing Into Business Case Study – Product Planning
Consumer Insight Provides Basis for Consistently Delighting Consumer
Types of Needs Stated Real Example Consumer wants an inexpensive car
Consumer wants a car whose operating cost, not its initial price, is low
<SI> - Strategic Intent <SC> - Strategic Confirmation <PH> - Proportions & Hardpoints <PA> - Program Approval <ST> - Surface Transfer <PT> - P/T design complete
<PR> - Product readiness <CP> - Confirmation Prototype <CC> - Change cut-off <LR> - Launch Readiness <LS> - Launch sign-off <J1> - Job#1 Achieved
What Makes a Strong Brand?
Brand Strategy Creates Differentiation and Synergies Among Our Brands
TRUST +
Ingenious…Caring
Premier Automotive Group
LOVE
Genuine Progressive Smart Innovative Expressive Individualistic Stylish Spirited Insightful The Most Exclusive Club Elegant Sensuous Original w/ Refined Power
Why Brand Marketing?
Proliferation of product choices in the market Increasing number of products with similar quality and performance Product-based competitive advantages are shortlived Consumers are looking for ways to simplify choices Globalization and Powerful Global Brands
Brand/Product Perception
PR
19 18 13 11
CP
14.5 14 10 8
CC
8 8 6 5
LR
4.5 4.5 3.5 3.5
LS
3.25 3.25 2.25 2.25
Job#1
0 0 0 0
- All new vehicles with major engine, P/T upgrade, 1st use emission - New exterior w/ c/o lower structre, minor engine/ trans, new calib/ major emissions - Minor freshening w/ c/o engine/ trans, moderate calibration - Trim w/ c/o P/T, minor calibration
Summary and Q&A
FPDS - Ford Product Development System
SI
S6/S5 S4/S3 S2 S1 41 32 24 18 S6/S5 S4/ S3 S2 S1
SC
36 30 22 16
PH
33.5 30 22 16
PA
30 25 20 14
ST
25.5 25 20 14
• Attitudinal Segmentation
Trends Analysis
• Futures Research
Consumer Immersion
• Consumer Insight Experience
• Consumer Immersions • Ethnographics
Unstated Delight
Secret
Source: Kotler, Philip; Marketing Management
Consumer Insight
The Key to Product “Hits”
You Need To “Listen With Your Eyes”
Segmentation Tools
American Luxury
+
Safety “For Life”
DELIGHT
Trustworthy, Expert Convenient, Flexible Innovative
Revised 3/29 Contact: GSCOTT12
Reliable; Convenient Service
Superior Global Service Speed and Convenience Competitive Prices
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 valueoriented savvy consumer
Ford Lio Ho
產品策略及品牌管理
Agenda
Ford Motor Company Product Planning Process Why brand marketing?
Consumer Insight
Integrate Brand Marketing Into Business Case Study – Product Planning
Consumer Insight Provides Basis for Consistently Delighting Consumer
Types of Needs Stated Real Example Consumer wants an inexpensive car
Consumer wants a car whose operating cost, not its initial price, is low
<SI> - Strategic Intent <SC> - Strategic Confirmation <PH> - Proportions & Hardpoints <PA> - Program Approval <ST> - Surface Transfer <PT> - P/T design complete
<PR> - Product readiness <CP> - Confirmation Prototype <CC> - Change cut-off <LR> - Launch Readiness <LS> - Launch sign-off <J1> - Job#1 Achieved
What Makes a Strong Brand?
Brand Strategy Creates Differentiation and Synergies Among Our Brands
TRUST +
Ingenious…Caring
Premier Automotive Group
LOVE
Genuine Progressive Smart Innovative Expressive Individualistic Stylish Spirited Insightful The Most Exclusive Club Elegant Sensuous Original w/ Refined Power
Why Brand Marketing?
Proliferation of product choices in the market Increasing number of products with similar quality and performance Product-based competitive advantages are shortlived Consumers are looking for ways to simplify choices Globalization and Powerful Global Brands
Brand/Product Perception
PR
19 18 13 11
CP
14.5 14 10 8
CC
8 8 6 5
LR
4.5 4.5 3.5 3.5
LS
3.25 3.25 2.25 2.25
Job#1
0 0 0 0
- All new vehicles with major engine, P/T upgrade, 1st use emission - New exterior w/ c/o lower structre, minor engine/ trans, new calib/ major emissions - Minor freshening w/ c/o engine/ trans, moderate calibration - Trim w/ c/o P/T, minor calibration
Summary and Q&A
FPDS - Ford Product Development System
SI
S6/S5 S4/S3 S2 S1 41 32 24 18 S6/S5 S4/ S3 S2 S1
SC
36 30 22 16
PH
33.5 30 22 16
PA
30 25 20 14
ST
25.5 25 20 14