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
Why brand marketing?Why brand marketing?
Consumer InsightConsumer Insight
Integrate Brand Marketing Into BusinessIntegrate Brand Marketing Into Business
Case Study – Product PlanningCase Study – Product Planning
Summary and Q&ASummary and Q&A
What Makes a Strong Brand?
Revised 3/29 Contact: GSCOTT12
Brand Strategy Creates Differentiation
and Synergies Among Our Brands
The Most
Exclusive
Club
Elegant
Sensuous
Original
w/
Refined
Power
Stylish
Spirited
Insightful
Reliable;
Convenient
Service
Genuine
Progressive
Smart
Innovative
Expressive
Individualistic
American
Luxury
Ingenious…Caring
Superior Global Service
Speed and Convenience
Competitive Prices
TRUST
+
LOVE
+
DELIGHT
Premier Automotive Group
Safety
“For Life”
Trustworthy, Expert
Convenient, Flexible
Innovative
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
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
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”
8
•Demographic / Vehicle Use
•Age: 20-25
•Income: over US$5M
•Education: NONE
•Vehicle: Limo
Ways of Getting “Consumer Insight”
•Interviewing
•Ethnographic Interviews
•Observation Research
•Attitudinal Customer Insight
•Needs Based Customer
Segmentation
Space: the Final Frontier
Want It, Buy It
Family Transport
Men Behaving Badly
Comfortable Shuttle
Designer Knockoff
•Brand Imaging
Truck
•Consumer Immersion
ConsumptionConsumption
ConsumptionConsumption
Total reasonable
market potential
for the brand
AdjacentAdjacent
People who we will
attract with elements
of the brand, but not
the focus of our
“delighting” efforts
AdjacentAdjacent
CoreCore
TargetTarget
Core TargetCore Target
The most “valuable”
customers we want to
delight with
a total brand
experience
Targeting
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
Situation Analysis Should Aim at Broad
Understanding of Market
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 (., financing through credit unions)
E. Customer Segments and Trends
III. Ford Motor Company Overview
A. Sales/Share
B. Financial Performance
C. Key Product Offerings
D. Distribution Channels
E. Brand Position
F. Customer Segments
G. SWOT Analysis (Strengths, Weaknesses, Opportunities and Threats)
‘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’
11/28/2022 14
TARGET CUSTOMER…
the foundation for the brand positioning
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
Brand Marketing Process
Analyzing and
Diagnosing
the Brand /
Situational Analysis
Measuring
Progress
Creating the
Brand
Positioning
Developing
Brand Plans
Measuring
Progress
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
11/28/2022 18
From Brand to Customer…
Every touchpoint with the customer
must reinforce the brand
BRAND
PeoplePeople
Adv
ertis
ing
PricingPricing
Broc
hures
Broc
hures
SponsorshipSponsorship
Sales /
Servic
e
Sales /
Servic
e
Experi
enceExperi
ence
We
bsit
e
We
bsit
e
Auto Show
Auto Show
DisplaysDisplays
Product
Design
11/28/2022 19
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
Þ Delight the few and attract the many
It’s not about showing up…
it’s about winning.
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.
