福特六和汽車公司
總裁 沈英銓
以客為尊
Consumer Headset
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Build Strong Brands
Through Consumer Insight
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Objective
Understand Importance Of
Consumer Insight
And
Brand Building
To Your Business
3
Vision
Becoming The World’s
Leading Consumer Company
4
A consumer is someone who has the
potential to buy our product
What is the difference between a
customer and a consumer
A customer is someone who is
already buying our products
5
What is a consumer company?
An enterprise that is continuously gathering
unfiltered consumer insights worldwide to :
•Connect with potential customers
•Translate consumer needs into
competitive advantage
•Build sustained relationships
•Manage portfolio of brands
•Grow shareholder value
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Customer / Products Quadrant
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Portfolio Approach To Managing
The Business
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What Does Transformation
Mean?
Move from an internal
To an external consumer and shareholder
focus
From bureaucratic
Become more nimble and entrepreneurial
From manufacture driven
To think from a consumer perspective
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What Does Transformation
Mean?
From focus on cost of production
To focus on the cost of ownership
From asset intensive
To less asset intensive
From follow
To lead
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What dose a great consumer company do?
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以客為尊
Understand the importance of
Consumer Insight
And
Brand Building
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以客為尊
Consumer Insight
• We all touch the consumer
- Directly or indirectly
- Internal customers and
external customers
• Putting on a consumer headset is essential
to becoming the worlds’ leading consumer
company for automotive products and
services
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Building Strong Brands
• Benefit of consumer insight
• Which brands have compelled you
as a consumer? Brands you feel
connected to. Brands you want to own.
Brands you’re proud to have purchased
and to show your friends
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What Comes To Mind
When You See:
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What are the
characteristics of a
strong brand?
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Characteristics of strong brands
•Recognized and credible identities
•Relevant and differentiating benefits
•Consistent messages
•Loyal customers
•Volume and price premiums
•Can’t be copied by competitors
•Emotionally connect with consumers
•Great products and services
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Strong brands make the
most money
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Our Brand Strategy
• Trust The Company
• Love Our Brands
• Delight In Service We Offer
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Brand market fundamentals
Ford has developed some “Brand
Fundamentals” that help us manage
and carry out our strategy across the
globe
It contains 5 categories of brand market
fundamentals:
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Brand market fundamentals
1. Consumer insight:
Understanding what customer needs and
how they relate to our products / services.
2. Brand positioning
Understanding our customer allow us to
capture their hearts and minds by defining
the brand, product benefits, personality
and price value
It contains 5 categories of brand market
fundamentals:
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Brand market fundamentals
3. Portfolio management:
Is about creating differentiation and
synergies among our brands getting the
right products and brand images in the
right place
4. Marketing mix
Is creating a strong relationship with
customers through our brand marketing.
We have 12 marketing tactics.
It contains 5 categories of brand market
fundamentals:
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Brand market fundamentals
5. Business management:
We manage our brand strategy with 2
objectives:
•Are we generating shareholder value?
•Are we delighting our customers?
It contains 5 categories of brand market
fundamentals:
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CASE STUDY
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Ford Primary Brand
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Issues
Old, conservative, boring
Losing contact with younger generation
Not proud to own a Ford
Lack of social involvement
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Objectives
Revitalize Ford’s image as a brand that
providing a solution of enjoying fun and
excitement of life
Rejuvenate Ford’s image by connecting
younger generation Taiwanese
Reinforce Ford’s social involvement in
Taiwan
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Ford needs a new meaning !!
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Ford Brand Assets to Leverage
More fun and
exciting vehicles
in addition to
quality
Car is not just a
transportation
or status. It’s a
source of fun
and enjoyment
Ford provides Consumer needs
Zest for life
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Applications
A Zestful A Zestful
Brand Brand
Communication Communication
ProductProduct
Sales Sales
behaviorbehavior
ShowroomShowroom
decodeco
Media’s Media’s
favorfavor
Internal Internal
beliefbelief
Social Social
involvementinvolvement
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Communication
Set brand advertising guidelines that shape
Ford into a Zestful brand
Operate a series of owners programs that
reinforce vehicles’ fun and excitement
attributes
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Advertising Guidelines
“Zest for Life” shapes Ford’s attitude to
life:
Energetic
Passionate
Optimistic
Fresh
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Advertising Guidelines
Ford’s advertising carries the tonality of :
Fun
Smart
Humorous
Western
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Video
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Owners Programs
NBX: Stunning off-road experience for
SUV owners
FDA: Thrilling driving dynamics
experience for car fans
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Video
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Internal Belief
TOC NFL press conference to announce the
new brand vision “Zest for Life” to press
Full scale employee kick-off ceremony to
reinforce the internal belief
Departmental actions to realize the new
brand vision
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Video/Photos
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Project Adventure Training
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Zest for Life
Employee Moral Boosting
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Zest for Life – Aerobic Programs
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Achievements
Brand communicationBrand communication
The most recognized TV commercials in motor The most recognized TV commercials in motor
industry – Gold Modelindustry – Gold Model
The most talk-about consumer immersion The most talk-about consumer immersion
activitiesactivities
Business successBusiness success
Metrostar breaks Cefiro mythMetrostar breaks Cefiro myth
Escape sales rocket high, No 1 SUVEscape sales rocket high, No 1 SUV
RS fires up the driving passionRS fires up the driving passion
Ford Lio Ho sales performance back to #3Ford Lio Ho sales performance back to #3
“Best Employer Award”“Best Employer Award”
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Q and A
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