某汽車品牌形象建立(ppt22)(文件)
【正文】 ation 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。 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 (therefore) mitted 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. ? For 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 worldclass ways of making their lives more enjoyable, more fun, and better. Vision Focus “ Huode JingTsai” 活得精采 PROCESS FLOWS Define focused target customer Build brand strategy
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