产品策略及品牌管理概述(英文版)(ppt 23页)
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产品策略及品牌管理英文
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
Agenda
Ford Motor Company Product Planning Process Why brand marketing? Consumer Insight
Integrate Brand Marketing Into Business Case Study – Product Planning Summary and Q&A
Brand Strategy Creates Differentiation and Synergies Among Our Brands
TRUST
Ingenious…Caring
+
LOVE +
Genuine Progressive
Smart
Innovative Expressive Individualistic
DELIGHT
Trustworthy, Expert Convenient, Flexible
Innovative
Reliable; Convenient
Service
Revised 3/29 Contact: GSCOTT12
产品与品牌管理ppt课件
例子
對所有中小企業來說，由於桌上麥特（Desk-Mite）擁
相關市場區隔
品牌
有和電腦、辦公室設備及通訊設施進行溝通的能力，是
競爭力
一種提供更多彈性的互動式桌上型個人秘書產品。
差異化訴求
參考框架
行動方案
我們要怎麼去？
行銷計畫大綱
Байду номын сангаас主題
產品績效
背景
長期目標
內容
敘述產品過去一年來的績效，及與目標之間為何有落差。 此部分可納入對產品績效及品質的研究。
企業型顧客
產業類別（SIC或NAICS） 地理位置、企業規模 功能性決策者 獲利能力、風險類型 產品應用 購買的重要性 訂購量 訂購頻率 效能要求 支援服務 期望特色 服務要求
歷史績效分析
觀察一項產品在過去相對於原訂計畫的績效 表現，觀察重點包括：
現有市場佔有率、顧客特質、顧客關係 產品 銷售團隊 定價 推廣活動 配銷策略 支援服務
The objectives of a marketing plan
1. To define the current situation 2. To define problems and opportunities 3. To establish objectives 4. To define the strategies and programs 5. To pinpoint responsibility for achieving
8、配銷策略
納入有關配銷通路的改變，包括：中間商的增減、激勵 通路成員方式的改變、及要求通路成員收集產品使用者 資訊的必要方案。
9、產品支援
包含產品保證、顧客服務的改變、及任何會影響產品目 標達成與否的通路支援議題。
课件-产品策略英文
2. Product Lines (p260)
Product assortment/mix: the set of all product lines and individual products that a firm sells.
Product line: a set of individual products that are closely related. ( be produced or operated in a similar way; sold to the same target market; sold to the same types of outlets; priced at about the same level.)
P&G公司的产品组合
产品组合的宽度(width) ：5 条产品线
产品组合的长度(length) ：总长度为25个品种，平均每条产品线5个品种
产品组合的深度(depth) ：佳洁士品牌有3个规格，每个规格有两种口味
则佳洁士品牌的深度是6。
清洁剂
象牙雪1930
德来夫特1933
产
汰渍1946
品
线
快乐1950
Basis - type of customer
3.1 Consumer Product Classes
Convenience
Staples, impulse; emergency
Consumer Product Classes
Based on how customers think about and shop for products
Cars, stereo components, photographic equipment, men’s suits, etc.
产品策略课件(PPT 89页)
创意筛选
• 目标市场 • 竞争状况 • 市场规模 • 产品价格 • 开发时间 • 开发成本 • 制造成本 • 报酬率
概念的发展和测试
• 产品概念：是指已经成型的产品构思，即用文字、 图像、模型等与以清晰阐述，使之在顾客心目中 形成一种潜在的产品形象。
例：
• 产品创意：粉状牛奶添加剂产品的创意
• 概念的发展：
波士顿咨询公司法
波士顿矩阵
高 2. 高增长、高竞争
1. 高增长、低竞争
放弃
市
“ 明星产品 ”
“ 问题产品 ”
场
转变
增
长
率
3 . 低增长、高竞争
4 . 低增长、低竞争
“ 金牛产品 ”
低
“ 瘦狗产品 ”
清算
高
低
相对竞争地位
（相对市场占有率）
22%
明星
20%
市 18% 场 16% 成 14%
12%
长 率 10%
提醒
新产品开发
新产品的概念及分类
• 概念：产品在功能或形态上得到改进与原有产品产生差异， 并为顾客带来新的利益，即视为新产品。
• 新产品的三种基本类型 –全新产品： 运用新一代科学技术革命创造的整体更新 产品。 –换代新产品：采用新材料、技术，使产品性能有重大 突破。 –改进产品：对原产品的结构、材料、花色品种做出改 进。
替代新品上市 销量急剧下降 客户发生转移 竞争者纷纷退去
营销策略
快速采取策略 缓慢采取策略 快速渗透策略
树立品牌形象 扩展分销渠道 扩大购买产品 改进产品品质 适时调整价格
改良市场策略 改良营销组合
增加附加值
连续策略 集中策略 榨取策略 放弃策略
产品策略PPT课件讲义
略: to be licensed brand previously created by other manufacturers or the wellknown names and symbols owner
Cobrand联合品牌策略: the practice of using the established brand names of tow different panies on the same product
一 产品构成
1 核心产品 2 形式产品 3 期望产品 4 延伸产品 5 潜在产品
Potential product Augmented product
Expected product Basic product Core benefit
Five product levels
Tree Lever of Product
品牌商标策略 A 不采用品牌商标策略 B 采用他人品牌商标策略 C 单一品牌商标策略 D 多品牌商标策略 E 品牌商标的扩展与防御策略 F 更换品牌商标策略
案例:J牌小麦啤酒生命周期延长策略
国内某知名啤酒针对啤酒消费者对啤酒口味需求日益
趋于柔和 淡爽的特点;积极利用的人才 市场 技术 品牌优 势;进行小麦啤酒研究 2000年利用其专利科技成果开发出 具有国内领先水平的J牌小麦啤 这种产品泡沫更加洁白细 腻 口味更加淡爽柔和;更加迎合啤酒消费者的口味需求;一 经上市在低迷的啤酒市场上掀起一场规模宏大的J牌小麦 啤消费的概念消费热潮
二 J牌小麦啤的战略抉择
面对严峻的市场形势;是依据理论选择维持策略;尽量延 长产品的成熟期和衰退期最后被市场的自然淘汰;还是选 择放弃小麦啤酒市场策略;开发新产品投放其它的目标市 场
Cobrand联合品牌策略: the practice of using the established brand names of tow different panies on the same product
一 产品构成
1 核心产品 2 形式产品 3 期望产品 4 延伸产品 5 潜在产品
Potential product Augmented product
Expected product Basic product Core benefit
Five product levels
Tree Lever of Product
品牌商标策略 A 不采用品牌商标策略 B 采用他人品牌商标策略 C 单一品牌商标策略 D 多品牌商标策略 E 品牌商标的扩展与防御策略 F 更换品牌商标策略
案例:J牌小麦啤酒生命周期延长策略
国内某知名啤酒针对啤酒消费者对啤酒口味需求日益
趋于柔和 淡爽的特点;积极利用的人才 市场 技术 品牌优 势;进行小麦啤酒研究 2000年利用其专利科技成果开发出 具有国内领先水平的J牌小麦啤 这种产品泡沫更加洁白细 腻 口味更加淡爽柔和;更加迎合啤酒消费者的口味需求;一 经上市在低迷的啤酒市场上掀起一场规模宏大的J牌小麦 啤消费的概念消费热潮
二 J牌小麦啤的战略抉择
面对严峻的市场形势;是依据理论选择维持策略;尽量延 长产品的成熟期和衰退期最后被市场的自然淘汰;还是选 择放弃小麦啤酒市场策略;开发新产品投放其它的目标市 场
产品策略及品牌管理制度
You Need To “Listen With Your Eyes”
Segmentation Trends
Tools
Analysis
• Needs-Based Segmentation
• Attitudinal Segmentation
• Generational Cohorts
• Futures Research
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 Q&A
I. General Market Overview A. Demographics B. Economic Indicators C. Social trends
II. Automotive Market Overview A. Size and Growth B. Key Players, Offerings and Shares C. Distribution Channels D. Ancillary Products and Channels (I.e., financing through credit unions) E. Customer Segments and Trends
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
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 Q&A
I. General Market Overview A. Demographics B. Economic Indicators C. Social trends
II. Automotive Market Overview A. Size and Growth B. Key Players, Offerings and Shares C. Distribution Channels D. Ancillary Products and Channels (I.e., financing through credit unions) E. Customer Segments and Trends
Consumer wants to be seen by friends as a valueoriented savvy consumer
产品策略与品牌管理(英文版)(ppt 23页)
DELIGHT
Trustworthy, Expert Convenient, Flexible
Innovative
Reliable; Convenient
Service
Stylish Spirited Insightful
The Most Exclusive
Club
Superior Global Service
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
from competitors • provides a unique and compelling ‘selling
proposition’
14
Brand Positioning
DNA
TARGET CUSTOMER… the foundation for the brand positioning
•Attitudinal Customer Insight •Needs Based Customer
Segmentation
•Brand Imaging
•Consumer Immersion
Core Target The most “valuable” customers we want to delight with a total brand experience
7产品策略双语
• Unsought
and personal selling by producers and
非渴求品
resellers
8 - 13
Goal 1: Understand products and their classifications
What is a Product?
• Industrial products 工业品
形产品、挖掘新的市场机会提供了新的 思路。 • 给企业产品开发设计提供了新的方向。 • 为企业的产品差异化提供了新的线索。 • 整体产品概念要求企业重视各种售后服 务。
8-8
Product and Service Classifications 产品和服务的分类
• Consumer products 消费品 • Industrial products 工业品
• Selective distribution in
• Specialty • Unsought
fewer outlets
• Advertising and
personal selling
8 - 11
Goal 1: Understand products and their classifications
8-9
Goal 1: Understand products and their classifications
What is a Product?
Types of Consumer Products
• Convenience
• Frequent purchases bought with minimal buying effort and little comparison shopping
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• How do we get there? (Developing Brand Plans)
• How will we be measured? (Measuring Progress)
Situation Analysis Should Aim at Broad
Understanding of Market
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
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 Q&A
You Need To “Listen With Your Eyes”
Segmentation Trends
Tools
Analysis
• Needs-Based Segmentation
• Attitudinal Segmentation
• Generational Cohorts
• Futures Research
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
•Attitudinal Customer Insight •Needs Based Customer
Segmentation
•Brand Imaging
•Consumer Immersion
Core Target The most “valuable” customers we want to delight with a total brand experience
Targeting
Core Target Adjacent Consumption
Target Customer Description:
• What hobbies does this person have? • What lifestage 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
Consumer Insight Provides Basis for Consistently Delighting Consumer
Types of Needs Stated Real
Unstated Delight
Secret
Example
Consumer wants an inexpensive car
Consumer wants to be seen by friends as a valueoriented savvy consumer
Source: Kotler, Philip; Marketing Management
Consumer Insight
The Key to Product “Hits”
Brand Strategy Creates Differentiation and Synergies Among Our Brands
TRUST +
Ingenious…Caring
Premier Automotive Group
LOVE
Genuine Progressive
Smart
+
Innovative Expressive Individualistic
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
Consumer Immersion
• Consumer Insight Experience
• Consumer Immersions
• Ethnographics
Brand/Product Perception
• Brand Personality
Customer Satisfaction/ Owner Loyalty
Speed and Convenience Competitive Prices
Elegant Sensuous Original
w/ Refined Power
American Luxury
Safety “For Life”
Revised 3/29 Contact: GSCOTT12
Why Brand Marketing?
Men Behaving Badly •CAogme:f2o0r-t2a5ble Shuttle
•Income: over US$5M
•DEedsuicganteiornK: NnoOcNkEoffTruck
•Vehicle: Limo
•Ethnographic Interviews •Observation 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 <PH> - Proportions & Hardpoints <PA> - Program Approval <ST> - Surface Transfer <PT> - P/T design complete
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)
him/her?
Integrating Brand Marketing into our Business
Analyzing and Diagnosing the Brand /
Situational Analysis
Creating the Brand
Positioning
Measuring Progress
• Buyer Studies
• Market Pu8lses
Ways of Getting “Consumer Insight”
•Demographic / Vehicle Use Space: the Final Frontier •Interviewing
Want It, Buy It
Family Transport
FPDS - Ford Product Development System
SI SC PH PA ST PR CP CC LR LS Job#1
S6/S5
41
S4/S3
32
S2
24
S1
18
36
33.5
30
25.5
19
14.5
8
30
30
25
25
18
Байду номын сангаас14
8
22
22
20
20
13
10
6
16
16
14
14
11
‘Positioning’ Our Brands
• defines the brand’s emotional connection with the customer
• fosters the development of more targeted products • differentiates products within our portfolio and
III. Ford Motor Company Overview A. Sales/Share中国最大的资料库下载 B. Financial Performance C. Key Product Offerings D. Distribution Channels E. Brand Position F. Customer Segments G. SWOT Analysis (Strengths, Weaknesses, Opportunities and Threats)
• How will we be measured? (Measuring Progress)
Situation Analysis Should Aim at Broad
Understanding of Market
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
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 Q&A
You Need To “Listen With Your Eyes”
Segmentation Trends
Tools
Analysis
• Needs-Based Segmentation
• Attitudinal Segmentation
• Generational Cohorts
• Futures Research
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
•Attitudinal Customer Insight •Needs Based Customer
Segmentation
•Brand Imaging
•Consumer Immersion
Core Target The most “valuable” customers we want to delight with a total brand experience
Targeting
Core Target Adjacent Consumption
Target Customer Description:
• What hobbies does this person have? • What lifestage 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
Consumer Insight Provides Basis for Consistently Delighting Consumer
Types of Needs Stated Real
Unstated Delight
Secret
Example
Consumer wants an inexpensive car
Consumer wants to be seen by friends as a valueoriented savvy consumer
Source: Kotler, Philip; Marketing Management
Consumer Insight
The Key to Product “Hits”
Brand Strategy Creates Differentiation and Synergies Among Our Brands
TRUST +
Ingenious…Caring
Premier Automotive Group
LOVE
Genuine Progressive
Smart
+
Innovative Expressive Individualistic
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
Consumer Immersion
• Consumer Insight Experience
• Consumer Immersions
• Ethnographics
Brand/Product Perception
• Brand Personality
Customer Satisfaction/ Owner Loyalty
Speed and Convenience Competitive Prices
Elegant Sensuous Original
w/ Refined Power
American Luxury
Safety “For Life”
Revised 3/29 Contact: GSCOTT12
Why Brand Marketing?
Men Behaving Badly •CAogme:f2o0r-t2a5ble Shuttle
•Income: over US$5M
•DEedsuicganteiornK: NnoOcNkEoffTruck
•Vehicle: Limo
•Ethnographic Interviews •Observation 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 <PH> - Proportions & Hardpoints <PA> - Program Approval <ST> - Surface Transfer <PT> - P/T design complete
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)
him/her?
Integrating Brand Marketing into our Business
Analyzing and Diagnosing the Brand /
Situational Analysis
Creating the Brand
Positioning
Measuring Progress
• Buyer Studies
• Market Pu8lses
Ways of Getting “Consumer Insight”
•Demographic / Vehicle Use Space: the Final Frontier •Interviewing
Want It, Buy It
Family Transport
FPDS - Ford Product Development System
SI SC PH PA ST PR CP CC LR LS Job#1
S6/S5
41
S4/S3
32
S2
24
S1
18
36
33.5
30
25.5
19
14.5
8
30
30
25
25
18
Байду номын сангаас14
8
22
22
20
20
13
10
6
16
16
14
14
11
‘Positioning’ Our Brands
• defines the brand’s emotional connection with the customer
• fosters the development of more targeted products • differentiates products within our portfolio and
III. Ford Motor Company Overview A. Sales/Share中国最大的资料库下载 B. Financial Performance C. Key Product Offerings D. Distribution Channels E. Brand Position F. Customer Segments G. SWOT Analysis (Strengths, Weaknesses, Opportunities and Threats)