產(chǎn)品策略及品牌管理二

產(chǎn)品策略及品牌管理二AgendaFordMotorCompanyProductPlanningProcessWhybrandmarketing?ConsumerInsightIntegrateBrandMarketingIntoBusinessCaseStudy–ProductPlanningSummaryandQ&AWhatMakesaStrongBrand?Revised3/29Contact:GSCOTT12BrandStrategyCreatesDifferentiationandSynergiesAmongOurBrandsTheMostExclusiveClubElegantSensuousOriginalw/RefinedPowerStylishSpiritedInsightfulReliable;ConvenientServiceGenuineProgressiveSmartInnovativeExpressiveIndividualisticAmericanLuxuryIngenious…CaringSuperiorGlobalServiceSpeedandConvenienceCompetitivePricesTRUST+LOVE+DELIGHTPremierAutomotiveGroupSafety“ForLife”Trustworthy,ExpertConvenient,FlexibleInnovativeWhyBrandMarketing?ProliferationofproductchoicesinthemarketIncreasingnumberofproductswithsimilarqualityandperformanceProduct-basedcompetitiveadvantagesareshort-livedConsumersarelookingforwaystosimplifychoicesGlobalizationandPowerfulGlobalBrandsConsumerInsightProvidesBasisforConsistentlyDelightingConsumerTypesofNeedsStatedRealUnstatedDelightSecretExleConsumerwantsaninexpensivecarConsumerwantsacarwhoseoperatingcost,notitsinitialprice,islowConsumerexpectsgoodservicefromthedealerConsumerbuysthecarandreceivesacomplimentaryU.S.roadatlasConsumerwantstobeseenbyfriendsasavalue-orientedsavvyconsumerSource:Kotler,Philip;MarketingManagementConsumerInsightTheKeytoProduct“Hits”CustomerSatisfaction/OwnerLoyaltySegmentationToolsTrendsAnalysisProductSatisfactionSales&Service

SatisfactionDealerSatisfactionOwnerLoyaltyBuyerStudiesMarketPulsesNeeds-BasedSegmentationAttitudinalSegmentationGenerationalCohortsConsumerInsightExperienceConsumerImmersionsEthnographicsBrandPersonalityStyling/PackageMarketOfferingAdTestingBrandTrackingFuturesResearchConsumerImmersionBrand/ProductPerceptionYouNeedTo“ListenWithYourEyes”8Demographic/VehicleUseAge:20-25Income:overUS$5MEducation:NONEVehicle:LimoWaysofGetting“ConsumerInsight”InterviewingEthnographicInterviewsObservationResearchAttitudinalCustomerInsightNeedsBasedCustomerSegmentationSpace:theFinalFrontierWantIt,BuyItFamilyTransportMenBehavingBadlyComfortableShuttleDesignerKnockoffBrandImaging

TruckConsumerImmersionConsumptionConsumptionTotalreasonablemarketpotentialforthebrandAdjacentPeoplewhowewillattractwithelementsofthebrand,butnotthefocusofour“delighting”effortsAdjacentCoreTargetCoreTargetThemost“valuable”customerswewanttodelightwithatotalbrandexperienceTargetingTargetCustomerDescription:Whathobbiesdoesthispersonhave? Whatlifestageisthispersonin? Whatismostimportantinthisperson’slife?Whatarethiscustomer’scorevalues?Howdoesthisperson’sfriendsdescribehim/her?AnalyzingandDiagnosingtheBrand/SituationalAnalysisMeasuringProgressCreatingtheBrandPositioningDevelopingBrandPlansProcessElements

Wherearewenow?(AnalyzingandDiagnosingtheBrand/SituationalAnalysis)

Wheredowewanttobe?(CreatingtheBrandPositioning)

Howdowegetthere?(DevelopingBrandPlans)

Howwillwebemeasured?(MeasuringProgress)IntegratingBrandMarketingintoourBusinessSituationAnalysisShouldAimatBroadUnderstandingofMarketGeneralMarketOverviewDemographicsEconomicIndicatorsSocialtrendsAutomotiveMarketOverviewSizeandGrowthKeyPlayers,OfferingsandSharesDistributionChannelsAncillaryProductsandChannels(I.e.,financingthroughcreditunions)CustomerSegmentsandTrendsFordMotorCompanyOverviewSales/Share中國(guó)最大的資料庫(kù)下載FinancialPerformanceKeyProductOfferingsDistributionChannelsBrandPositionCustomerSegmentsSWOTAnalysis(Strengths,Weaknesses,OpportunitiesandThreats)‘Positioning’OurBrandsdefinesthebrand’semotionalconnectionwiththecustomerfostersthedevelopmentofmoretargetedproductsdifferentiatesproductswithinourportfolioandfromcompetitorsprovidesauniqueandcompelling‘sellingproposition’4/2/202514TARGETCUSTOMER…thefoundationforthebrandpositioningBrandPositioningDNADevelopingBrandPlansIdentifychallengesandimplicationsoftheBrandPositioningDevelopStrategiestodeliverontheBrandPositioningDetermineTacticsthatwillbringStrategiestolifeBrandMarketingProcessAnalyzingandDiagnosingtheBrand/SituationalAnalysisMeasuringProgressCreatingtheBrandPositioningDevelopingBrandPlansMeasuringProgressHumanResourcesPublicAffairsPurchasingMarketing,Sales,&ServiceProductDevelopmentFinanceManufacturingDealers/FRNFromCompanytoBrandBRANDDesignSuppliers/AgenciesQuality/ProcessLeader-ship4/2/202518FromBrandtoCustomer…EverytouchpointwiththecustomermustreinforcethebrandBRANDPeopleAdvertisingPricingBrochuresSponsorshipSales/ServiceExperienceWebsiteAutoShowDisplaysProductDesign4/2/202519PreciseCustomerTargetingDeepConsumerInsightStrongBrandsthatConnectEmotionallyandRationallywithourTargetCustomersConsumerCompanyWithCulturalIntensitySVAP/ERatio=Winning!!SummaryWhatisaBrand?Withbrands,acustomer’sperceptionISrealityStrongbrands(brandspeoplelove)areproductplusanemotionalconnectionwiththeconsumerAsacompanyweneedtoalignoureffortstobetterconnectourbrandstoourcustomer …TheArtofConnectingSummaryImpactofBrandMarketingStrongBrands……

provideanemotionalconnectionwithourcustomersdelivergreaterproductdifferentiationdeliverhigherlevelsofcustomersatisfaction,ownerloyalty,salesandprofitallowless“push”andmore“pull”marketingDelightthefewandattractthemanyIt’snotaboutshowingup…it’saboutwinning.10RulesofGreatBrandMarketingTactics1.Buildimagearoundgroup“A”(target),sellvolumetogroup“B”.2.Startwithaverygoodproduct--daretocompare.3.Marketthetop-of-the-lineproductfirst.4.MarkettheBrandFamilyofnameplatestogetheraroundcommonbenefitsandvalues.Leadwiththenew,hotproductsandincludetheoldermodels.5.Comeupwith“newtotheworld”ideas,sothepresssellsthebrandforyou.6