某汽车公司以客户为尊管理策略cdmm.pptx

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1、福特六和汽車公司福特六和汽車公司總裁總裁 沈英銓沈英銓以客為尊以客為尊 Consumer Headset1Build Strong BrandsThrough Consumer Insight2ObjectiveUnderstand Importance Of Consumer InsightAndBrand Building To Your Business3VisionBecoming The Worlds Leading Consumer Company4A consumer is someone who has the potential to buy our productWhat

2、is the difference between a customer and a consumerA customer is someone who is already buying our products 5What is a consumer company?An enterprise that is continuously gathering unfiltered consumer insights worldwide to:Connect with potential customersTranslate consumer needs into competitive adv

3、antageBuild sustained relationshipsManage portfolio of brandsGrow shareholder value6Customer/Products Quadrant7Portfolio Approach To Managing The Business8What Does Transformation Mean?Move from an internalTo an external consumer and shareholder focusFrom bureaucraticBecome more nimble and entrepren

4、eurialFrom manufacture drivenTo think from a consumer perspective9What Does Transformation Mean?From focus on cost of productionTo focus on the cost of ownershipFrom asset intensiveTo less asset intensiveFrom follow To lead10What dose a great consumer company do?11以客為尊以客為尊 Understand the importance

5、of Consumer InsightAndBrand Building12以客為尊以客為尊 Consumer Insight We all touch the consumer-Directly or indirectly-Internal customers and external customers Putting on a consumer headset is essential to becoming the worlds leading consumer company for automotive products and services13Building Strong

6、Brands Benefit of consumer insight Which brands have compelled you as a consumer?Brands you feel connected to.Brands you want to own.Brands youre proud to have purchased and to show your friends 14What Comes To Mind When You See:15What are the characteristics of a strong brand?16Characteristics of s

7、trong brandsRecognized and credible identitiesRelevant and differentiating benefitsConsistent messagesLoyal customersVolume and price premiumsCant be copied by competitorsEmotionally connect with consumersGreat products and services17Strong brands make the most money18Our Brand Strategy Trust The Co

8、mpany Love Our Brands Delight In Service We Offer19Brand market fundamentalsFord has developed some“Brand Fundamentals”that help us manage and carry out our strategy across the globeIt contains 5 categories of brand market fundamentals:20Brand market fundamentals1.Consumer insight:Understanding what

9、 customer needs and how they relate to our products/services.2.Brand positioningUnderstanding our customer allow us to capture their hearts and minds by defining the brand,product benefits,personality and price valueIt contains 5 categories of brand market fundamentals:21Brand market fundamentals3.P

10、ortfolio management:Is about creating differentiation and synergies among our brands getting the right products and brand images in the right place4.Marketing mixIs creating a strong relationship with customers through our brand marketing.We have 12 marketing tactics.It contains 5 categories of bran

11、d market fundamentals:22Brand market fundamentals5.Business management:We manage our brand strategy with 2 objectives:Are we generating shareholder value?Are we delighting our customers?It contains 5 categories of brand market fundamentals:23 CASE STUDY24Ford Primary Brand 25Issuesn nOld,conservativ

12、e,boringn nLosing contact with younger generationn nNot proud to own a Fordn nLack of social involvement26Objectivesn nRevitalize Fords image as a brand that providing a solution of enjoying fun and excitement of lifen nRejuvenate Fords image by connecting younger generation Taiwanesen nReinforce Fo

13、rds social involvement in Taiwan 27Ford needs a new meaning!28Ford Brand Assets to LeverageMore fun and exciting vehicles in addition to qualityCar is not just a transportation or status.Its a source of fun and enjoymentFord providesConsumer needsZest for life29ApplicationsA Zestful A Zestful Brand

14、Brand Communication CommunicationProductProductSales Sales behaviorbehaviorShowroomShowroomdecodecoMedias Medias favorfavorInternal Internal beliefbeliefSocial Social involvementinvolvement30Communicationn nSet brand advertising guidelines that shape Ford into a Zestful brandn nOperate a series of o

15、wners programs that reinforce vehicles fun and excitement attributes 31Advertising Guidelinesn n“Zest for Life”shapes Fords attitude to life:uuEnergeticuuPassionateuuOptimisticuuFresh32Advertising Guidelinesn nFords advertising carries the tonality of:uuFun uuSmart uuHumorousuuWestern 33Video34Owner

16、s Programsn nNBX:Stunning off-road experience for SUV ownersn nFDA:Thrilling driving dynamics experience for car fans 35Video36Internal Beliefn nTOC NFL press conference to announce the new brand vision“Zest for Life”to pressn nFull scale employee kick-off ceremony to reinforce the internal beliefn

17、nDepartmental actions to realize the new brand vision 37Video/Photos38Project Adventure Training39Zest for LifeEmployee Moral Boosting40Zest for Life Aerobic Programs41Achievementsn nBrand communicationBrand communicationuuThe most recognized TV commercials in motor The most recognized TV commercial

18、s in motor industry Gold Modelindustry Gold ModeluuThe most talk-about consumer immersion The most talk-about consumer immersion activitiesactivitiesn nBusiness successBusiness successuuMetrostar breaks Cefiro mythMetrostar breaks Cefiro mythuuEscape sales rocket high,No 1 SUVEscape sales rocket high,No 1 SUVuuRS fires up the driving passionRS fires up the driving passionuuFord Lio Ho sales performance back to#3Ford Lio Ho sales performance back to#3n n“Best Employer Award”“Best Employer Award”42Q and A43