• How do we get there? (Developing Brand Plans)
• How will we be measured? (Measuring Progress)
Situation Analysis Should Aim at Broad Understanding of Market
• Needs-Based Segmentation
• Attitudinal Segmentation
Trends Analysis
• Futures Research
Consumer Immersion
• Consumer Insight Experience
• Consumer Immersions • Ethnographics
Unstated Delight
Secret
Source: Kotler, Philip; Marketing Management
Consumer Insight
The Key to Product “Hits”
You Need To “Listen With Your Eyes”
Segmentation Tools
I. General Market Overview A. Demographics B. Economic Indicators C. Social trends II. Automotive Market Overview A. Size and Growth B. Key Players, Offerings and Shares C. Distribution Channels D. Ancillary Products and Channels (I.e., financing through credit unions) E. Customer Segments and Trends III. Ford Motor Company Overview A. Sales/Share B. Financial Performance C. Key Product Offerings D. Distribution Channels E. Brand Position F. Customer Segments G. SWOT Analysis (Strengths, Weaknesses, Opportunities and Threats)
• Age: 20-25 Shuttle Comfortable •Income: over US$5M Truck • Education: NONE Designer Knockoff •Vehicle: Limo
•Needs Based Customer Segmentation
•Brand Imaging •Consumer Immersion
PR
19 18 13 11
CP
14.5 14 10 8
CC
8 8 6 5
LR
4.5 4.5 3.5 3.5
LS
3.25 3.25 2.25 2.25
Job#1
0 0 0 0
- All new vehicles with major engine, P/T upgrade, 1st use emission - New exterior w/ c/o lower structre, minor engine/ trans, new calib/ major emissions - Minor freshening w/ c/o engine/ trans, moderate calibration - Trim w/ c/o P/T, minor calibration
Ford Lio Ho
產品策略及品牌管理
October 5, 2002
Agenda
Ford Motor Company Product Planning Process Why brand marketing?
Consumer Insight
Integrate and Marketing Into Business Case Study – Product Planning
Why Brand Marketing?
Proliferation of product choices in the market Increasing number of products with similar quality and performance Product-based competitive advantages are shortlived Consumers are looking for ways to simplify choices Globalization and Powerful Global Brands
<PR> - Product readiness <CP> - Confirmation Prototype <CC> - Change cut-off <LR> - Launch Readiness <LS> - Launch sign-off <J1> - Job#1 Achieved
What Makes a Strong Brand?
<SI> - Strategic Intent <SC> - Strategic Confirmation <PH> - Proportions & Hardpoints <PA> - Program Approval <ST> - Surface Transfer <PT> - P/T design complete
American Luxury
+
Safety “For Life”
DELIGHT
Trustworthy, Expert Convenient, Flexible Innovative
Revised 3/29 Contact: GSCOTT12
Reliable; Convenient Service
Superior Global Service Speed and Convenience Competitive Prices
• Generational Cohorts
• Dealer Satisfaction
• Owner Loyalty
• Brand Tracking
• Buyer Studies
• Market Pulses
8
Ways of Getting “Consumer Insight”
•Demographic / Vehicle Use
Integrating Brand Marketing into our Business
Analyzing and Diagnosing the Brand / Situational Analysis
Creating the Brand Positioning
Measuring Progress
Consumer Insight Provides Basis for Consistently Delighting Consumer
Types of Needs Stated Real Example Consumer wants an inexpensive car
Consumer wants a car whose operating cost, not its initial price, is low
Consumer expects good service from the dealer Consumer buys the car and receives a complimentary U.S. road atlas Consumer wants to be seen by friends as a valueoriented savvy consumer
Targeting
Core Target
Consumption Total reasonable market potential for the brand
Adjacent Consumption
Target Customer Description:
• • • • • What hobbies does this person have? What lifestage 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 him/her?
Developing Brand Plans
Process Elements
• Where are we now? (Analyzing and Diagnosing the Brand/ Situational Analysis) • Where do we want to be? (Creating the Brand Positioning)
Summary and Q&A
FPDS - Ford Product Development System
SI
S6/S5 S4/S3 S2 S1 41 32 24 18 S6/S5 S4/ S3 S2 S1
SC
36 30 22 16
PH
33.5 30 22 16
PA
30 25 20 14
ST
25.5 25 20 14