產(chǎn)品策略及品牌管理(ppt23)(1)-免費閱讀
【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 AchievedWhat 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 Increa
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