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 工艺工艺

Why brand marketing?Why brand marketing?

Consumer InsightConsumer Insight

IntegrateIntegrate 整合整合 Brand Marketing Into BusinessBrand Marketing Into Business

Case Study – Product PlanningCase Study – Product Planning

Summary and Q&ASummary and Q&A

议程

福特汽车公司产品计划流程福特汽车公司产品计划流程

什么要进行品牌营销？什么要进行品牌营销？

消费者洞察消费者洞察

将品牌营销整合到业务将品牌营销整合到业务

案例学习案例学习 – – 产品策略产品策略

总结和提问总结和提问

FPDS - Ford Product Development System

SI SC PH PA ST PR CP CC LR LS Job#1

S6/S5 41 36 33.5 30 25.5 19 14.5 8 4.5 3.25 0S4/S3 32 30 30 25 25 18 14 8 4.5 3.25 0S2 24 22 22 20 20 13 10 6 3.5 2.25 0S1 18 16 16 14 14 11 8 5 3.5 2.25 0

S6/S5 - All new vehicles with major engine, P/T upgrade, 1st use emission

S4/ S3 - New exterior w/ c/o lower structre, minor engine/ trans, new calib/ major emissions

S2 - Minor freshening w/ c/o engine/ trans, moderate calibration

S1 - Trim w/ c/o P/T, minor calibration

<SI> - Strategic Intent战略意图 <PR> - Product readiness产品准备就绪

<SC> - Strategic Confirmation战略确认 <CP> - Confirmation Prototype确认原型

<PH> - Proportions & Hardpoints <CC> - Change cut-off

<PA> - Program Approval <LR> - Launch Readiness

<ST> - Surface Transfer <LS> - Launch sign-off

<PT> - P/T design complete <J1> - Job#1 Achieved

FPDS - 福特产品发展体系SI SC PH PA ST PR CP CC LR LS Job#1

S6/S5 41 36 33.5 30 25.5 19 14.5 8 4.5 3.25 0S4/S3 32 30 30 25 25 18 14 8 4.5 3.25 0S2 24 22 22 20 20 13 10 6 3.5 2.25 0S1 18 16 16 14 14 11 8 5 3.5 2.25 0

S6/S5 - All new vehicles with major engine, P/T upgrade, 1st use emission

S4/ S3 - New exterior w/ c/o lower structre, minor engine/ trans, new calib/ major emissions

S2 - Minor freshening w/ c/o engine/ trans, moderate calibration

S1 - Trim w/ c/o P/T, minor calibration

<SI> - Strategic Intent战略意图 <PR> - Product readiness产品准备就绪

<SC> - Strategic Confirmation战略确认 <CP> - Confirmation Prototype确认原型

<PH> - Proportions & Hardpoints <CC> - Change cut-off

<PA> - Program Approval <LR> - Launch Readiness

<ST> - Surface Transfer <LS> - Launch sign-off

<PT> - P/T design complete <J1> - Job#1 Achieved

What Makes a Strong Brand?是什么让一个品牌强壮 ~ ？

Revised 3/29 Contact: GSCOTT12

Brand Strategy Creates Differentiation and Synergies 协同作用 Among Our Brands

The Most 最Exclusive 独家

Club 俱乐部

Stylish 时尚Spirited 精神

Insightful 有见地

Reliable 可靠 ;Convenient 方便

Service 服务

Genuine 真正Progressive 进步

Smart 智能

Innovative 创新Expressive 表达的

Individualistic个人主义的

American 美国Luxury 豪华

Ingenious…Caring 巧妙的关怀

Superior Global Service 一流的全球服务Speed and Convenience 速度和方便

Competitive Prices 竞争力的价格

TRUST

+

LOVE

+

DELIGHT情趣

Premier Automotive Group 首席汽车集团

Safety 安全“For Life”为了生活

Trustworthy, Expert 专家Convenient, Flexible 方便灵活

Innovative 创新

Elegant 优雅

Original 原w/ 瓦特

Refined 精Power 电源

Sensuous 感官的

Why Brand Marketing?

为什么要进行品牌营销？• Proliferation 扩散 of product choices in the market

• Increasing number of products with similar quality 质量 and performance 性能

• Product-based competitive advantages are short-lived 基于产品的竞争优势是短暂的。

• Consumers are looking for ways to simplify 简化 choices Globalization 全球化 and Powerful Global Brands

Consumer Insight Provides Basis for Consistently Delighting 坚持取悦 Consumer

Types of Needs

Stated 声明

Real

Unstated

Delight 情趣

Secret 秘密

Example

Consumer wants an inexpensive car 不贵的

Consumer wants a car whose operating cost 经营成本 , not its initial price, is low

Consumer expects good service from the dealer 经销商

Consumer buys the car and receives a complimentary 免费的 U.S. road atlas 地图集

Consumer wants to be seen by friends as a value-oriented 价值导向 savvy 精明 consumer

Source: Kotler, Philip; Marketing Management

10

Consumer Insight The Key to Product “Hits” 点击

CustomerSatisfaction/

Owner Loyalty 忠诚

SegmentationTools 分割工具

TrendsAnalysis

• Product Satisfaction

• Sales & ServiceSatisfaction

• Dealer 经销商Satisfaction

• Owner Loyalty• Buyer Studies研究• Market Pulses 脉冲

• Needs-Based Segmentation

• Attitudinal 态度Segmentation

• Generational Cohorts

• Consumer Insight Experience

• Consumer Immersions

• Ethnographics

• Brand Personality

• Styling/Package

• Market Offering发售

• Ad Testing

• Brand Tracking

• Futures Research

ConsumerImmersion 浸入

Brand/ProductPerception 知觉

You Need To “Listen With Your Eyes”

•Demographic 人口 / Vehicle 车辆 Use

•Age: 20-25•Income: over US$5M•Education: NONE•Vehicle: Limo

Ways of Getting “Consumer Insight”

•Interviewing

•Ethnographic Interviews 民族调查

•Observation 观察 Research

•Attitudinal Customer Insight

•Needs Based Customer Segmentation 分割

Space: the Final Frontier

Want It, Buy It

Family Transport

Men Behaving Badly

Comfortable Shuttle

Designer Knockoff

•Brand Imaging

Truck

•Consumer Immersion 沉浸

ConsumptionConsumption

ConsumptionConsumption 消费消费Total reasonablemarket potentialfor the brand

Adjacent Adjacent 相邻相邻People who we willattract with elementsof the brand, but notthe focus of our“delighting” efforts

AdjacentAdjacent

CoreCoreTargetTarget

Core TargetCore TargetThe most “valuable” customers we want to delight witha total brand experience

Targeting

Target Customer Description 说明 :

• What hobbies does this person have?• What life stage 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 描述 him/her?

Analyzing andDiagnosing 诊断

the Brand /

Situational 情境 Analysis

Measuring Progress

Creating theBrand

Positioning 定位

DevelopingBrand Plans

Process 工艺 Elements 元素• 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 整合 Brand Marketing into our Business

Situation Analysis Should Aim at Broad Understanding of Market

形势分析应着眼于市场的广泛了解I. General Market Overview 市场概况

A. Demographics 人口统计

B. Economic Indicators 经济指标

C. Social trends 社会发展趋势

II. Automotive Market Overview 汽车市场概况

• Size and Growth 规模和增长

• Key Players, Offerings and Shares 主要企业，发行与分享

• Distribution Channels 分销渠道

• Ancillary Products and Channels (I.e., financing through credit unions) 辅助产品和渠道（即通过信用社融资）

• Customer Segments and Trends 客户群和发展趋势

• Ford Motor Company Overview 福特汽车公司简介

• Sales/Share 销售 / 分享

• Financial Performance 财务绩效

• Key Product Offerings 主要产品奉献

• Distribution Channels 分销渠道

• Brand Position 品牌定位

• Customer Segments 客户群体

• SWOT Analysis (Strengths, Weaknesses, Opportunities and Threats)

SWOT 分析（优势，劣势，机会和威胁）

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‘Positioning’ Our Brands

• Defines 定义 the brand’s emotional connection with the customer

• Fosters the development of more targeted products促进发展更有针对性的产品

• differentiates products within our portfolio组合 and from competitors

• provides a unique and compelling令人信服的 ‘ selling proposition’卖点

TARGET CUSTOMER…the foundation for the brand positioning

Brand Positioning

DNA

Developing Brand Plans

• Identify 识别 challenges and implications影响 of the Brand Positioning

• Develop Strategies 战略 to deliver 提供 on the Brand Positioning

• Determine 确定 Tactics战术 that will bring Strategies to life

Brand Marketing ProcessAnalyzing and

Diagnosingthe Brand /

Situational Analysis

Measuring Progress

Creating theBrand

Positioning

DevelopingBrand Plans

Measuring Progress

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Human Resources

Public Affairs事务

Purchasing采购

Marketing, Sales, & Service

Product Development 产品发展

Finance财经

Manufacturing制造业

Dealers 经销商 / FRN

From Company to Brand

BRANDBRAND

Design

Suppliers / Agencies供应商通讯社

Quality/ProcessLeader-Ship

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From Brand to Customer…Every touchpoint with the customer

must reinforce 加强 the brand

BRANDBRAND

PeoplePeople

Advertising

Advertising

PricingPricingBrochuresBrochures

手册手册

SponsorshipSponsorship赞助赞助

Sales / ServiceSales / Service

ExperienceExperience

WebsiteWebsite

Auto ShowAuto ShowDisplays

Displays显示显示

ProductProduct

DesignDesign

Precise 精确 Customer Targeting 定位 Deep Consumer Insight 深化消费者认知

Strong Brands that ConnectEmotionally 情感 and Rationally 理性with our Target Customers

Consumer Company With Cultural Intensity 强度

SVAP/E Ratio

=Winning!!

Summary What is a Brand?

•With brands, a customer’s perception 知觉 IS reality现实•Strong brands (brands people love) are product plus 加 an emotional connection with the consumer• As a company we need to align 对齐 our efforts to better connect our brands to our customer

… The Art of Connecting

Summary Impact影响 of Brand Marketing

Strong Brands…… • provide an emotional connection with our customers

• deliver 交付 greater product differentiation

• deliver higher levels of customer satisfaction, owner loyalty, sales and profit 利润 • allow less “push” and more “pull” marketing ⇒ Delight 情趣 the few and attract the many

It’s not about showing up… it’s about winning.

10 Rules of Great Brand Marketing Tactics 战术

1. Build image around group “A” (target), sell volume to group “B”.2. Start with a very good product -- dare 敢于 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.

1. Build image around group “A” (target), sell volume to group “B”. 面对 A受众建立品牌形象，但是要把数量卖给 B受众。2. Start with a very good product -- dare 敢于 to compare. 要用一个非常优秀的产品来作为开始。要敢于对比（竞品）。3. Market the top-of-the-line product first. 最初的时候就定位在顶级有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.