某汽車品牌形象建立(ppt22)(存儲版)
【正文】 ilitate my life Vehicle is necessity for transportation. Brand are less important. ? Relationship/ Caring Very family oriented. Concerned about the safety of the family. ? Face w/o image Consider vehicles as an internal reward for achievement. ? Social Fun Utilize vehicles to its full potential. ? Status 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。 identifies fit of current products and product gaps Nonproduct strategies evaluated vs. highlighted bullseye words。Ford Lio Ho Brand Work FLH Primary Brand Strategy Brand Vision Where we are today ? Confused positioning w/ low social involvement ? Reliable/ trustworthy but old/ conservative ? No innovative product satisfies customers Where we want to be ? Leading consumer Company ? International Company w/ local relevancy ? A brand desired to own (Progressive/ Energetic) FLH Primary Brand Strategy PROCESS FLOWS Define focused target customer Build brand strategy
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