福特汽车-品牌形象建立.ppt
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1、Ford Lio Ho Brand Work,FLH Primary Brand Strategy,Brand Vision,Where we are today Confused positioning w/ low social involvement Reliable/ trustworthy but old/ conservative No innovative product satisfies customers,Where we want to be Leading consumer Company International Company w/ local relevancy
2、 A brand desired to own (Progressive/ Energetic),FLH Primary Brand Strategy,PROCESS FLOWS,Define focused target customer,Build brand strategy,Build product strategy,Description:,Differen-tiated target customer with aspirational needs,Build marketing, advertising and communications strategies,Ford gl
3、obal bullseye: Highlight points of emphasis which appeal to target customer,Product lineup evaluated vs. highlighted bullseye words; identifies fit of current products and product gaps,Non-product strategies evaluated vs. highlighted bullseye words; develop brand plans and strategies to build the br
4、and,TARGET CUSTOMER TO COUNTRY STRATEGIES,Facilitate my life - Vehicle is necessity for transportation. Brand are less important. Relationship/ Caring - Very family oriented. Concerned about the safety of the family. Face w/o image - Consider vehicles as an internal reward for achievement. Social Fu
5、n - Utilize vehicles to its full potential. Status - Demonstrate others their achievement Independence - Attempt to have control over their destiny.,Needed Base Segmentation,Target Customer,Targeting at Social Fun Seg,Down-to-earth (Quality time with close people is more important than money “Balanc
6、ed life” and “Enjoying life” Outgoing, adventurous, more of a risk-takers than all other groups Worldly,open to new things around Emotional about vehicles; more of a car enthusiast, driving not a necessity, its an experience,PROCESS FLOWS,Define focused target customer,Build brand strategy,Build pro
7、duct strategy,Description:,Differen-tiated target customer with aspirational needs,Build marketing, advertising and communications strategies,Ford global bullseye: Highlight points of emphasis which appeal to target customer,Product lineup evaluated vs. highlighted bullseye words; identifies fit of
8、current products and product gaps,Non-product strategies evaluated vs. highlighted bullseye words; develop brand plans and strategies to build the brand,TARGET CUSTOMER TO COUNTRY STRATEGIES,Positioning Statement,In Taiwan, Ford wants to build cars for people who believe that life isnt just about ca
9、reer success, status, or wealth - its also about relationships experiences, and happiness. For people who are (therefore) committed to making there lives better - more fulfilling more exciting and more fun, a life with time for their friends and family - and who strive to improve in what they do. Fo
10、r people who appreciate a Car Company that uses all of its global resources and local expertise to introduce innovative - but thoughtful product with ingenious and practical features. A Car Company that provides world-class ways of making their lives more enjoyable, more fun, and better.,Vision Focu
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- 福特 汽车 品牌形象 建立
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