2. AgendaFord Motor Company Product Planning ProcessWhy brand marketing?Consumer InsightIntegrate Brand Marketing Into BusinessCase Study – Product PlanningSummary and Q&A
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4. What Makes a Strong Brand?
5. Revised 3/29 Contact: GSCOTT12Brand Strategy Creates Differentiation
and Synergies Among Our BrandsThe MostExclusiveClubElegantSensuousOriginalw/RefinedPowerStylishSpiritedInsightfulReliable;ConvenientServiceGenuineProgressiveSmartInnovativeExpressiveIndividualisticAmericanLuxuryIngenious…CaringSuperior Global ServiceSpeed and ConvenienceCompetitive Prices TRUST + LOVE + DELIGHTPremier Automotive GroupSafety“For Life”Trustworthy, ExpertConvenient, FlexibleInnovative
6. Why Brand Marketing? Proliferation of product choices in the market Increasing number of products with similar quality
and performance Product-based competitive advantages are short-
lived Consumers are looking for ways to simplify choices
Globalization and Powerful Global Brands
7. Consumer Insight Provides Basis for Consistently Delighting ConsumerTypes of Needs
Stated
Real
Unstated
Delight
SecretExample
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 value-oriented savvy consumerSource: Kotler, Philip; Marketing Management
8. Consumer Insight
The Key to Product “Hits”Customer
Satisfaction/
Owner LoyaltySegmentation
ToolsTrends
AnalysisProduct Satisfaction
Sales & ServiceSatisfaction
Dealer Satisfaction
Owner Loyalty
Buyer Studies
Market PulsesNeeds-Based Segmentation
Attitudinal Segmentation
Generational CohortsConsumer Insight Experience
Consumer Immersions
EthnographicsBrand Personality
Styling/Package
Market Offering
Ad Testing
Brand Tracking
Futures ResearchConsumer
ImmersionBrand/Product
PerceptionYou Need To “Listen With Your Eyes”8
9. Demographic / Vehicle Use Age: 20-25
Income: over US$5M
Education: NONE
Vehicle: LimoWays of Getting “Consumer Insight”Interviewing Ethnographic Interviews Observation Research Attitudinal Customer Insight Needs Based Customer
Segmentation Space: the Final Frontier
Want It, Buy It
Family Transport
Men Behaving Badly
Comfortable Shuttle
Designer KnockoffBrand Imaging
TruckConsumer Immersion
10. ConsumptionConsumption
Total reasonable
market potential
for the brandAdjacent
People who we will
attract with elements
of the brand, but not
the focus of our
“delighting” effortsAdjacentCore
TargetCore Target
The most “valuable” customers we want to delight with
a total brand experienceTargeting
11. 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?
12. Analyzing and
Diagnosing
the Brand /
Situational AnalysisMeasuring
ProgressCreating the
Brand
PositioningDeveloping
Brand PlansProcess Elements
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 Brand Marketing into our Business
13. Situation Analysis Should Aim at Broad Understanding of MarketGeneral Market Overview
Demographics
Economic Indicators
Social trends
Automotive Market Overview
Size and Growth
Key Players, Offerings and Shares
Distribution Channels
Ancillary Products and Channels (I.e., financing through credit unions)
Customer Segments and Trends
Ford Motor Company Overview
Sales/Share
Financial Performance
Key Product Offerings
Distribution Channels
Brand Position
Customer Segments
SWOT Analysis (Strengths, Weaknesses, Opportunities and Threats)
14. ‘Positioning’ Our Brandsdefines the brand’s emotional connection with the customer
fosters the development of more targeted products
differentiates products within our portfolio and from competitors
provides a unique and compelling ‘selling proposition’6/7/201814
15. TARGET CUSTOMER…
the foundation for the brand positioningBrand Positioning DNA
16. Developing Brand PlansIdentify challenges and implications of the Brand Positioning
Develop Strategies to deliver on the Brand Positioning
Determine Tactics that will bring Strategies to life
17. Brand Marketing ProcessAnalyzing and
Diagnosing
the Brand /
Situational AnalysisMeasuring
ProgressCreating the
Brand
PositioningDeveloping
Brand PlansMeasuring
Progress
18. Human ResourcesPublic AffairsPurchasingMarketing, Sales, & ServiceProduct DevelopmentFinanceManufacturingDealers
/ FRNFrom Company to BrandBRANDDesignSuppliers
/ AgenciesQuality/
Process
Leader-
ship6/7/201818
19. From Brand to Customer…
Every touchpoint with the customer
must reinforce the brandBRANDPeopleAdvertisingPricingBrochuresSponsorshipSales / Service
ExperienceWebsiteAuto Show
DisplaysProductDesign6/7/201819
20. Precise Customer Targeting
Deep Consumer Insight Strong Brands that Connect
Emotionally and Rationally
with our Target CustomersConsumer Company With Cultural IntensitySVAP/E Ratio=Winning!!
21. Summary
What is a Brand?With brands, a customer’s perception IS reality
Strong brands (brands people love) are product plus an
emotional connection with the consumer
As a company we need to align our efforts to better
connect our brands to our customer
… The Art of Connecting
22. Summary
Impact of Brand Marketing Strong Brands……
provide an emotional connection with our customers
deliver greater product differentiation
deliver higher levels of customer satisfaction, owner
loyalty, sales and profit
allow less “push” and more “pull” marketing
Delight the few and attract the manyIt’s not about showing up…
it’s about winning.
23. 10 Rules of Great Brand Marketing Tactics1. Build image around group “A” (target), sell volume to group “B”.
2. Start with a very good product -- dare 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.