某汽車品牌形象建立(ppt22)-文庫吧
2024-12-24 07:46 本頁面
【正文】 atus Demonstrate others their achievement ? Independence Attempt to have control over their destiny. Needed Base Segmentation Target Customer Targeting at Social Fun Seg ? Downtoearth (Quality time with close people is more important than money ? “Balanced life” and “Enjoying life” ? Outgoing, adventurous, more of a risktakers than all other groups ? Worldly,open to new things around ? Emotional about vehicles。 more of a car enthusiast, driving not a necessity, it’s an experience PROCESS FLOWS Define focused target customer Build brand strategy Build product strategy Description: Differentiated target customer with aspirational needs Build marketing, advertising and munications strategies Ford global 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 Nonproduct 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 isn’t just about career success, status, or wealth it’s also about relationships experiences, and happiness. For people who are (there
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