产品策略及品牌管理二.pptx

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产品策略及品牌管理二

AgendaFordMotorCompanyProductPlanningProcessWhybrandmarketing?ConsumerInsightIntegrateBrandMarketingIntoBusinessCaseStudy–ProductPlanningSummaryandQA

WhatMakesaStrongBrand?

Revised3/29Contact:GSCOTT12BrandStrategyCreatesDifferentiationandSynergiesAmongOurBrandsTheMostExclusiveClubElegantSensuousOriginalw/RefinedPowerStylishSpiritedInsightfulReliable;ConvenientServiceGenuineProgressiveSmartInnovativeExpressiveIndividualisticAmericanLuxuryIngenious…CaringSuperiorGlobalServiceSpeedandConvenienceCompetitivePricesTRUST+LOVE+DELIGHTPremierAutomotiveGroupSafety“ForLife”Trustworthy,ExpertConvenient,FlexibleInnovative

WhyBrandMarketing?ProliferationofproductchoicesinthemarketIncreasingnumberofproductswithsimilarqualityandperformanceProduct-basedcompetitiveadvantagesareshort-livedConsumersarelookingforwaystosimplifychoicesGlobalizationandPowerfulGlobalBrands

ConsumerInsightProvidesBasisforConsistentlyDelightingConsumerTypesofNeedsStatedRealUnstatedDelightSecretExleConsumerwantsaninexpensivecarConsumerwantsacarwhoseoperatingcost,notitsinitialprice,islowConsumerexpectsgoodservicefromthedealerConsumerbuysthecarandreceivesacomplimentaryU.S.roadatlasConsumerwantstobeseenbyfriendsasavalue-orientedsavvyconsumerSource:Kotler,Philip;MarketingManagement

ConsumerInsightTheKeytoProduct“Hits”CustomerSatisfaction/OwnerLoyaltySegmentationToolsTrendsAnalysisProductSatisfactionSalesService

SatisfactionDealerSatisfactionOwnerLoyaltyBuyerStudiesMarketPulsesNeeds-BasedSegmentationAttitudinalSegmentationGenerationalCohortsConsumerInsightExperienceConsumerImmersionsEthnographicsBrandPersonalityStyling/PackageMarketOfferingAdTestingBrandTrackingFuturesResearchConsumerImmersionBrand/ProductPerceptionYouNeedTo“ListenWithYourEyes”8

Demographic/VehicleUseAge:20-25Income:overUS$5MEducation:

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