福特汽車顧客導(dǎo)向思維課件

1、福特汽車顧客導(dǎo)向思維課件福特汽車顧客導(dǎo)向思維課件Build Strong BrandsThrough Consumer Insight2Build Strong Brands4ObjectiveUnderstand Importance Of Consumer InsightAndBrand Building To Your Business3Objective5VisionBecoming The Worlds Leading Consumer Company4VisionBecoming The Worlds LeaA consumer is someone who has the pot

2、ential to buy our productWhat is the difference between a customer and a consumerA customer is someone who is already buying our products 5A consumer is someone who has What is a consumer company?An enterprise that is continuously gathering unfiltered consumer insights worldwide to :Connect with pot

3、ential customersTranslate consumer needs into competitive advantageBuild sustained relationshipsManage portfolio of brandsGrow shareholder value天馬行空官方博客：/tmxk_docin ；QQ:1318241189；QQ群：1755696326What is a consumer company?An Customer / Products Quadrant7Customer / Products Quadrant9Portfolio Approach

4、 To Managing The Business8Portfolio Approach To ManagingWhat Does Transformation Mean? Move from an internalTo an external consumer and shareholder focusFrom bureaucraticBecome more nimble and entrepreneurialFrom manufacture drivenTo think from a consumer perspective9What Does Transformation Mean?Wh

5、at Does Transformation Mean?From focus on cost of productionTo focus on the cost of ownershipFrom asset intensiveTo less asset intensiveFrom follow To lead10What Does Transformation Mean?What dose a great consumer company do?11What dose a great consumer com以客為尊 Understand the importance of Consumer

6、InsightAndBrand Building天馬行空官方博客：/tmxk_docin ；QQ:1318241189；QQ群客為尊 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

7、 products and services13以客為尊 Consumer Insight 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 youre proud to have purchased and to show your friends 14Building Strong Brands BenefitWhat Com

8、es To Mind When You See: 15What Comes To Mind When You SeWhat are the characteristics of a strong brand? 16What are the characteristics oCharacteristics of strong brandsRecognized and credible identitiesRelevant and differentiating benefitsConsistent messagesLoyal customersVolume and price premiumsC

9、ant be copied by competitorsEmotionally connect with consumersGreat products and services17Characteristics of strong branStrong brands make the most money18Strong brands make the most moOur Brand Strategy Trust The Company Love Our Brands Delight In Service We Offer19Our Brand Strategy Trust The CBr

10、and market fundamentalsFord has developed some “Brand Fundamentals” that help us manage and carry out our strategy across the globeIt contains 5 categories of brand market fundamentals:20Brand market fundamentalsFord Brand market fundamentalsConsumer insight: Understanding what customer needs and ho

11、w they relate to our products / services.2. Brand positioningUnderstanding our customer allow us to capture their hearts and minds by defining the brand, product benefits, personality and price valueIt contains 5 categories of brand market fundamentals:21Brand market fundamentalsConsuBrand market fu

12、ndamentals3. Portfolio management:Is about creating differentiation and synergies among our brands getting the right products and brand images in the right place4. Marketing mixIs creating a strong relationship with customers through our brand marketing. We have 12 marketing tactics.It contains 5 ca

13、tegories of brand market fundamentals:22Brand market fundamentals3. PBrand market fundamentals5. 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:23Brand market

14、 fundamentals5. B CASE STUDY24 CASE STUDY26Ford Primary Brand 25Ford Primary Brand 27IssuesOld, conservative, boringLosing contact with younger generationNot proud to own a FordLack of social involvement26IssuesOld, conservative, borinObjectivesRevitalize Fords image as a brand that providing a solu

15、tion of enjoying fun and excitement of lifeRejuvenate Fords image by connecting younger generation TaiwaneseReinforce Fords social involvement in Taiwan 27ObjectivesRevitalize Fords imFord needs a new meaning !28Ford needs a new meaning !30Ford Brand Assets to LeverageMore fun and exciting vehicles

16、in addition to qualityCar is not just a transportation or status. Its a source of fun and enjoymentFord providesConsumer needsZest for life29Ford Brand Assets to LeverageMApplicationsA Zestful Brand CommunicationProductSales behaviorShowroomdecoMedias favorInternal beliefSocial involvement30Applicat

17、ionsA Zestful Brand CCommunicationSet brand advertising guidelines that shape Ford into a Zestful brandOperate a series of owners programs that reinforce vehicles fun and excitement attributes 31CommunicationSet brand advertiAdvertising Guidelines“Zest for Life” shapes Fords attitude to life:Energet

18、icPassionateOptimisticFresh32Advertising Guidelines“Zest foAdvertising GuidelinesFords advertising carries the tonality of :Fun Smart HumorousWestern 33Advertising GuidelinesFords aVideo34Video36Owners ProgramsNBX:Stunning off-road experience for SUV ownersFDA:Thrilling driving dynamics experience for car fans 35Owners ProgramsNBX:Stunning oVideo36Video38Internal BeliefTOC NFL press conference to announce the new brand vision “Zest for Life” to pressFull scale employee kick-off ceremony to reinforce the internal beliefDepartmental actions to realize the ne