某汽車培訓(xùn)材料產(chǎn)品策略※品牌管理(已修改)
2025-01-11 07:55 本頁(yè)面
【正文】 Ford Lio Ho 產(chǎn)品策略及品牌管理 October 5, 2023 Agenda Ford Motor Company Product Planning Process Why brand marketing? Consumer Insight Integrate Brand Marketing Into Business Case Study – Product Planning Summary and QA FPDS Ford Product Development SystemSI SC PH PA ST PR CP CC LR LS Job1S6/S5 41 36 30 19 8 0S4/S3 32 30 30 25 25 18 14 8 0S2 24 22 22 20 20 13 10 6 0S1 18 16 16 14 14 11 8 5 0S6/S5 All new vehicles with major engine, P/T upgrade, 1st use emissionS4/ S3 New exterior w/ c/o lower structre, minor engine/ trans, new calib/ major emissionsS2 Minor freshening w/ c/o engine/ trans, moderate calibrationS1 Trim w/ c/o P/T, minor calibrationSI Strategic Intent PR Product readinessSC Strategic Confirmation CP Confirmation PrototypePH Proportions Hardpoints CC Change cutoffPA Program Approval LR Launch ReadinessST Surface Transfer LS Launch signoffPT P/T design plete J1 Job1 Achieved What Makes a Strong Brand? Revised 3/29 Contact: GSCOTT12 Brand Strategy Creates Differentiation and Synergies Among Our Brands The Most Exclusive Club Elegant Sensuous Original w/ Refined Power Stylish Spirited Insightful Reliable。 Convenient Service Genuine Progressive Smart Innovative Expressive Individualistic American Luxury Ingenious…Caring Superior Global Service Speed and Convenience Competitive Prices TRUST + LOVE + DELIGHT Premier Automotive Group Safety ? For Life? Trustworthy, Expert Convenient, Flexible Innovative Why Brand Marketing? Proliferation of product choices in the market Increasing number of products with similar quality and performance Productbased petitive advantages are short lived Consumers are looking for ways to simplify choices Globalization and Powerful Global Brands Consumer Insight Provides Basis for Consistently Delighting Consumer Types of Needs Stated Real Unsta
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