某汽车培训材料产品策略品牌管理.pptx

Ford Lio Ho產品策略及品牌管理October 5, 20**Ford Motor Company Product Planning ProcessWhy brand marketing?Consumer InsightIntegrate Brand Marketing Into BusinessCase Study – Product PlanningSummary and QAAgendaWhat Makes a Strong Brand?Brand Strategy Creates Differentiation and Synergies Among Our BrandsPremier Automotive GroupInnovativeAmericanStylishGenuineThe MostElegantExpressiveLuxurySpiritedProgressiveExclusiveSensuousIndividualisticInsightfulSmartClubOriginalw/RefinedPowerSuperior Global ServiceReliable;Speed and ConvenienceConvenientCompetitive Prices Service TRUSTIngenious…Caring + LOVESafety“For Life〞 + DELIGHTTrustworthy, ExpertConvenient, FlexibleInnovativeRevised 3/29 Contact: GSCOTT12Why 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 BrandsConsumer Insight Provides Basis for Consistently Delighting ConsumerTypes of NeedsStatedRealUnstatedDelightSecretExampleConsumer wants an inexpensive carConsumer wants a car whose operating cost, not its initial price, is lowConsumer expects good service from the dealerConsumer buys the car and receives a complimentary U.S. road atlasConsumer wants to be seen by friends as a value-oriented savvy consumerSource: Kotler, Philip; Marketing ManagementConsumer Insight The Key to Product “Hits〞You Need To “Listen With Your Eyes〞CustomerSatisfaction/Owner LoyaltySegmentationToolsTrendsAnalysisConsumerImmersionBrand/ProductPerceptionNeeds-Based SegmentationAttitudinal SegmentationGenerational CohortsFutures ResearchConsumer Insight ExperienceConsumer ImmersionsEthnographicsBrand PersonalityStyling/PackageMarket OfferingAd TestingBrand TrackingProduct SatisfactionSales ServiceSatisfactionDealer SatisfactionOwner LoyaltyBuyer StudiesMarket PulsesDemographic / Vehicle Use Space: the Final FrontierWant It, Buy ItFam