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
Summary and Q&A
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What Makes a Strong Brand?
Think about this concept, called brand. Since each of us in this room are consumers, we are influenced and affected by various brands daily. Think about brands that influence your personal buying habits, brands that influence your families’ buying habits. What are the thoughts that come into your mind when you think about a specific product or service. Your thoughts include a very clear description of the product’s features or price. You are demonstrating in your mind what strong brands offer. What they offer to the target customer is an emotional connection. This emotional connection to the target customer represents a significant competitive advantage.
In other words, a brand resides in the hearts and minds of consumers. As you look at all of these brands on the screen, think about what makes them a brand. It is these distinct thoughts that are painted in a consumer’s mind, that makes them stand out from their competition, and it is that emotional connection we want to talk about today.
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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
THIS IS A STRATEGIC DIRECTION THE COMPANY IS TAKING…BOB REWEY/JIM SCHROER PRESENTED THIS ‘NEW WORLD ORDER’ TO SECURITY ANALYSTS LAST WEEK….
AFTER ALL..
FORD WILL NOT BE A STRONG COMPANY IN THE FUTURE WITHOUT A STRONG GLOBAL BRAND (THINK VW, BMW) WITH A SIMPLE BRAND POSITION WORLDWIDE.
O&M REVIEWED OUR BULLSEYES WORLDWIDE AND FOUND THAT 70%+ SAID THE SAME THINGS ANYWAY!
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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
Why are we placing such emphasis on brand, and on brand marketing?
(go through the list)
*
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 . road atlas
Consumer wants to be seen by friends as a value-oriented savvy consumer
Source: Kotler, Philip; Marketing Management
Consumer insight is the process of understanding consumers’ needs
These needs can be those that consumers know and can articulate as well as those that consumers either don’t know or can’t articulate
If we can understand all of a consumers’ needs, we can create the right bundle of products and services that truly satisfy this customer (or can make the right set of tradeoffs to optimize customer satisfaction and our profitability)
*
Consumer Insight
The Key to Product “Hits”
Customer
Satisfaction/
Owner Loyalty
Segmentation
Tools
Trends
Analysis
Product Satisfaction
Sales & Service
Satisfaction
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”
*
*
Ways of Getting “Consumer Insight”
For many years now TVC has held inspection clinics with its customers
This allows Engineers to talk directly with the customers, developing a dialogue that often lasts well beyond the clinic
Over the years these clinics have allowed TVC to develop customer insights that has lead to record profitability and growth
*
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
Target
Core Target
The most “valuable” customers we want to delight with
a total brand experience
Targeting
So, during the brand positioning process, the team needs to determine who the Core Target Customers are going to be for the brand.
These are the strategically valuable customers we want to delight with a total brand experience.
The brand positioning team will dedicate most of its time during the Target Customer step identifying and understanding this core group of consumers.
However, it is also important to identify those groups we will probably “attract,” these are the Adjacent Targets,
and have an understanding for the total reasonable market potential for the brand, or the Consumption Group.
A good analogy to help illustrate this concept is to think of a magnet in the very center of the circle. The core target customers will be the ones who are most strongly attracted to the brand. However, the magnetic field gets weaker and weaker as you move outward.
*
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 him/her?
*
Analyzing and
Diagnosing
the Brand /
Situational Analysis
Measuring
Progress
Creating the
Brand
Positioning
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)
How do we get there? (Developing Brand Plans)
How will we be measured? (Measuring Progress)
Integrating Brand Marketing into our Business
25
25
26
Thanks you…..we captures some very good feedback from you…….
Next, Jen will take you through a quick overview of the A&D section of the Brand Operating System….and share with you a new approach which will:
1. Save you time
2. Keep you focused on what is important.
Jen
Okay…great…thanks John…you were absolutely phenomenal !!!!!!!!
Remember the BOS flowchart……………...
*
Situation Analysis Should Aim at Broad Understanding of Market
General Market Overview
Demographics
Economic Indicators
Social trends
Automotive Market Overview
Size and Growth
Key Players, Offerings and Shares
Distribution Channels
Ancillary Products and Channels (., financing through credit unions)
Customer Segments and Trends
Ford Motor Company Overview
Sales/Share
Financial Performance
Key Product Offerings
Distribution Channels
Brand Position
Customer Segments
SWOT Analysis (Strengths, Weaknesses, Opportunities and Threats)
The situation analysis should getting a good understanding of the greater world within which Ford plays. By truly understanding the greater market, we will be fully armed to find ways to position the Ford Motor Company brands such that they best serve market/customer needs. This will maximize contributions to shareholder value
*
‘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 from competitors
provides a unique and compelling ‘selling proposition’
*
*
Understanding our target customer allows us to further the “art of connecting” by defining the product and personality of the brand that will capture their emotions.
As one automotive industry analyst recently noted, “Car companies are used to focusing on the sale, but nobody worries about developing a lifetime emotional relationship with the customer. They know everything about cost and nothing about value.”
When we develop brand positionings for our nameplates (. Thunderbird, Puma, Focus, F-Series, etc.) the team is comprised of representatives from Product Development, Market Research, Marketing Plans & Brand Development, and the vehicle division.
The Company is already using completed primary brand and nameplate positionings to develop more focused product, design, marketing, retailing and ownership experience programs that add value and strengthen the consumers’ brand loyalty.
*
Brand Positioning
DNA
*
Developing Brand Plans
Identify challenges and implications of the Brand Positioning
Develop Strategies to deliver on the Brand Positioning
Determine Tactics that will bring Strategies to life
34
34
Ten factors helps Teams focus - P & G suggests only (number?)
Supporting strong Brands requires the cooperation of every functional area of the company - therefore, not just Marketing-related.
Should be limited to factors that can be addressed through action over the next 1 - 3 years.
*
Brand Marketing Process
Analyzing and
Diagnosing
the Brand /
Situational Analysis
Measuring
Progress
Creating the
Brand
Positioning
Developing
Brand Plans
35
35
26
Thanks you…..we captures some very good feedback from you…….
Next, Jen will take you through a quick overview of the A&D section of the Brand Operating System….and share with you a new approach which will:
1. Save you time
2. Keep you focused on what is important.
Jen
Okay…great…thanks John…you were absolutely phenomenal !!!!!!!!
Remember the BOS flowchart……………...
*
Human Resources
Public Affairs
Purchasing
Marketing, Sales, & Service
Product Development
Finance
Manufacturing
Dealers
/ FRN
From Company to Brand
BRAND
Design
Suppliers
/ Agencies
Quality/
Process
Leader-
ship
*
*
Everyone in Ford Motor Company has an impact on the success of our brands. Additionally with every decision we make, we must understand how it affects our brands.
*
From Brand to Customer…
Every touchpoint with the customer
must reinforce the brand
*
*
Everyone in Ford has an impact directly or indirectly on the success of our brands.
Some of the critical touchpoints include advertising, pricing, websites, design, the product and the sales/service experience.
Think about this…if everyone affecting the brand bases their actions on the brand’s positioning, the risk of a customer perceiving inconsistency in the brand is minimized.
An example of a touchpoint with the customer is the following video that shows how the smallest feature can be differentiated to support the brand.
Keys Video
(show only first 3 keys for Ford Division)
Key #1: Ford Car - Smart, Progressive in shape and functionality; won’t cut a hole in your pocket; fits easily in your hand
Key #2: Ford SUV: the Swiss Army knife of vehicles; can do anything, go anywhere; serves multiple functions like the Swiss Army knife
Key #3: Ford Truck: tough like a padlock; unbreakable, unbeatable; Built Ford Tough
*
Precise Customer Targeting
Deep Consumer Insight
Strong Brands that Connect
Emotionally and Rationally
with our Target Customers
Consumer Company With Cultural Intensity
SVA
P/E Ratio
=
Winning!!
Summary
What is a Brand?
With brands, a customer’s perception IS reality
Strong brands (brands people love) are product plus an
emotional connection with the consumer
As a company we need to align our efforts to better
connect our brands to our customer
… The Art of Connecting
*
Summary
Impact of Brand Marketing
Strong Brands……
provide an emotional connection with our customers
deliver greater product differentiation
deliver higher levels of customer satisfaction, owner
loyalty, sales and profit
allow less “push” and more “pull” marketing
Delight the few and attract the many
It’s not about showing up…
it’s about winning.
The bottom line… it’s not about showing up, it’s about winning. Playing everywhere will always lose to winning somewhere.
*
10 Rules of Great Brand Marketing Tactics
1. Build image around group “A” (target), sell volume to group “B”.
2. Start with a very good product -- dare 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.
*
Think about this concept, called brand. Since each of us in this room are consumers, we are influenced and affected by various brands daily. Think about brands that influence your personal buying habits, brands that influence your families’ buying habits. What are the thoughts that come into your mind when you think about a specific product or service. Your thoughts include a very clear description of the product’s features or price. You are demonstrating in your mind what strong brands offer. What they offer to the target customer is an emotional connection. This emotional connection to the target customer represents a significant competitive advantage.
In other words, a brand resides in the hearts and minds of consumers. As you look at all of these brands on the screen, think about what makes them a brand. It is these distinct thoughts that are painted in a consumer’s mind, that makes them stand out from their competition, and it is that emotional connection we want to talk about today.
*
THIS IS A STRATEGIC DIRECTION THE COMPANY IS TAKING…BOB REWEY/JIM SCHROER PRESENTED THIS ‘NEW WORLD ORDER’ TO SECURITY ANALYSTS LAST WEEK….
AFTER ALL..
FORD WILL NOT BE A STRONG COMPANY IN THE FUTURE WITHOUT A STRONG GLOBAL BRAND (THINK VW, BMW) WITH A SIMPLE BRAND POSITION WORLDWIDE.
O&M REVIEWED OUR BULLSEYES WORLDWIDE AND FOUND THAT 70%+ SAID THE SAME THINGS ANYWAY!
*
Why are we placing such emphasis on brand, and on brand marketing?
(go through the list)
*
Consumer insight is the process of understanding consumers’ needs
These needs can be those that consumers know and can articulate as well as those that consumers either don’t know or can’t articulate
If we can understand all of a consumers’ needs, we can create the right bundle of products and services that truly satisfy this customer (or can make the right set of tradeoffs to optimize customer satisfaction and our profitability)
*
*
For many years now TVC has held inspection clinics with its customers
This allows Engineers to talk directly with the customers, developing a dialogue that often lasts well beyond the clinic
Over the years these clinics have allowed TVC to develop customer insights that has lead to record profitability and growth
*
So, during the brand positioning process, the team needs to determine who the Core Target Customers are going to be for the brand.
These are the strategically valuable customers we want to delight with a total brand experience.
The brand positioning team will dedicate most of its time during the Target Customer step identifying and understanding this core group of consumers.
However, it is also important to identify those groups we will probably “attract,” these are the Adjacent Targets,
and have an understanding for the total reasonable market potential for the brand, or the Consumption Group.
A good analogy to help illustrate this concept is to think of a magnet in the very center of the circle. The core target customers will be the ones who are most strongly attracted to the brand. However, the magnetic field gets weaker and weaker as you move outward.
*
*
25
25
26
Thanks you…..we captures some very good feedback from you…….
Next, Jen will take you through a quick overview of the A&D section of the Brand Operating System….and share with you a new approach which will:
1. Save you time
2. Keep you focused on what is important.
Jen
Okay…great…thanks John…you were absolutely phenomenal !!!!!!!!
Remember the BOS flowchart……………...
*
The situation analysis should getting a good understanding of the greater world within which Ford plays. By truly understanding the greater market, we will be fully armed to find ways to position the Ford Motor Company brands such that they best serve market/customer needs. This will maximize contributions to shareholder value
*
Understanding our target customer allows us to further the “art of connecting” by defining the product and personality of the brand that will capture their emotions.
As one automotive industry analyst recently noted, “Car companies are used to focusing on the sale, but nobody worries about developing a lifetime emotional relationship with the customer. They know everything about cost and nothing about value.”
When we develop brand positionings for our nameplates (. Thunderbird, Puma, Focus, F-Series, etc.) the team is comprised of representatives from Product Development, Market Research, Marketing Plans & Brand Development, and the vehicle division.
The Company is already using completed primary brand and nameplate positionings to develop more focused product, design, marketing, retailing and ownership experience programs that add value and strengthen the consumers’ brand loyalty.
*
*
34
34
Ten factors helps Teams focus - P & G suggests only (number?)
Supporting strong Brands requires the cooperation of every functional area of the company - therefore, not just Marketing-related.
Should be limited to factors that can be addressed through action over the next 1 - 3 years.
*
35
35
26
Thanks you…..we captures some very good feedback from you…….
Next, Jen will take you through a quick overview of the A&D section of the Brand Operating System….and share with you a new approach which will:
1. Save you time
2. Keep you focused on what is important.
Jen
Okay…great…thanks John…you were absolutely phenomenal !!!!!!!!
Remember the BOS flowchart……………...
*
Everyone in Ford Motor Company has an impact on the success of our brands. Additionally with every decision we make, we must understand how it affects our brands.
*
Everyone in Ford has an impact directly or indirectly on the success of our brands.
Some of the critical touchpoints include advertising, pricing, websites, design, the product and the sales/service experience.
Think about this…if everyone affecting the brand bases their actions on the brand’s positioning, the risk of a customer perceiving inconsistency in the brand is minimized.
An example of a touchpoint with the customer is the following video that shows how the smallest feature can be differentiated to support the brand.
Keys Video
(show only first 3 keys for Ford Division)
Key #1: Ford Car - Smart, Progressive in shape and functionality; won’t cut a hole in your pocket; fits easily in your hand
Key #2: Ford SUV: the Swiss Army knife of vehicles; can do anything, go anywhere; serves multiple functions like the Swiss Army knife
Key #3: Ford Truck: tough like a padlock; unbreakable, unbeatable; Built Ford Tough
*
*
The bottom line… it’s not about showing up, it’s about winning. Playing everywhere will always lose to winning somewhere.
*
