1、ford lio ho brand work flh primary brand strategy may 28, 2001 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/ lo

2、cal relevancy a brand desired to own (progressive/ energetic) flh primary brand strategy process flows define focused target customer build brand strategy build product strategy description: differen- tiated target customer with aspirational needs build marketing, advertising and communications stra

3、tegies ford global bullseye: highlight points of emphasis which appeal to target customer product lineup evaluated vs. highlighted bullseye words; identifies fit of current products and product gaps non-product strategies evaluated vs. highlighted bullseye words; develop brand plans and strategies t

4、o build the brand target customer to country strategies facilitate 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 achievem

5、ent. 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 down-to-earth (quality time with close people is more important than

6、 money “balanced life” and “enjoying life” outgoing, adventurous, more of a risk- takers than all other groups worldly,open to new things around emotional about vehicles; more of a car enthusiast, driving not a necessity, its an experience process flows define focused target customer build brand str

7、ategy build product strategy description: differen- tiated target customer with aspirational needs build marketing, advertising and communications strategies ford global bullseye: highlight points of emphasis which appeal to target customer product lineup evaluated vs. highlighted bullseye words; id

8、entifies fit of current products and product gaps non-product 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 is

9、nt just about career success, status, or wealth - its also about relationships experiences, and happiness. for people who are (therefore) committed 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

10、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 world-class ways of making their lives more enjoyable, more fun, and bet

11、ter. vision focus “huo-de jing-tsai” 活得精采活得精采 process flows define focused target customer build brand strategy build product strategy description: differen- tiated target customer with aspirational needs build marketing, advertising and communications strategies ford global bullseye: highlight poin

12、ts of emphasis which appeal to target customer product lineup evaluated vs. highlighted bullseye words; identifies fit of current products and product gaps non-product strategies evaluated vs. highlighted bullseye words; develop brand plans and strategies to build the brand target customer to countr

13、y strategies process flows define focused target customer build brand strategy build product strategy description: differen- tiated target customer with aspirational needs build marketing, advertising and communications strategies ford global bullseye: highlight points of emphasis which appeal to ta

14、rget customer product lineup evaluated vs. highlighted bullseye words; identifies fit of current products and product gaps non-product strategies evaluated vs. highlighted bullseye words; develop brand plans and strategies to build the brand target customer to country strategies revitalize fords ima

15、ge as a brand that providing a solution of enjoying fun and excitement of life rejuvenate fords image by connecting younger generation taiwanese reinforce fords social involvement in taiwan brand building objective applications - aspects a zestful brand primary brand emp actions product sales behavi

16、or showroom deco medias favor internal belief social involvement primary brand emp actions passion points interest music: local pop (wu bai, a-mei) sports: gym, golfing, hiking entertainment: family outing together, dinning out at trendy restaurants, shopping together technology: cell phone, pda, dv

17、d other: travel for pleasure, financial planning spike strategy each spike will be designed to meet the unique attribute of each nameplate and also convey primary brands proposition one major spike deployed right after nameplates media launch to extend the launch effect 20012002 jan feb mar apr may

18、jun jul aug sep oct nov dec jan feb mar apr may jun mav metrostar focus escape theme park casual resort trendy places hidden attractions young talent idea passion points brand vision family outing fashion dining fun places discover twn colorful people color life mav metrostar focus escape bottom-up

19、strategy spike allocation communication guidelines activatierra ixionescapefocus mondeoprzwindstar 活得精采 nameplate integration communication activity primary brand tactics kick-off pressinternal belief 1. convey the new brand vision 2. employees involvement 3. get consensus 1. announce the new brand

20、vision/ slogan to outside press media log 1. reinforce the new brand vision/ new life attitude among general public through various media support desired outcome after 18 months zestful people (young, famous, exciting and healthy) driving fords zestful vehicles to introduce zestful place, people, ac

21、tivities in regular interval media channels (tv log.) “wow, they drive a ford to do cool stuff” “ford is a young, active, and zestful brand” next step a zestful brand primary brand emp actions product sales behavior showroom deco medias favor internal belief social involvement 奔馳奔馳axoraxor系列牽引車展示會策劃

22、思路系列牽引車展示會策劃思路 委托人委托人 梅賽德斯梅賽德斯- -奔馳服務中心奔馳服務中心 制造亮點制造亮點 制造賣點制造賣點 好的活動策劃就是能為產品好的活動策劃就是能為產品 至 高 無 上 的 工 程 制 造 無 與 倫 比 的 身 份 象 征 出 類 拔 萃 的 技 術 革 新 之 世 界 級 象 征 品牌訴求 經濟性 可靠性 舒適性 宜操作性 安全性 針對性 產品性能訴求 產品性能訴求分析： 展示會欲達到的效果 吸引受眾 制造新聞 廣告宣傳 發展業務 展示會的目標 辦成一次有品牌文化、有 品味、有規模、有巨大經 濟效 益與社會效益的展 示會。 廣告宣傳公關活動 邀請函 場地布置活動安排公關禮儀人員部署 展示會 新聞采訪 框架圖： 奔馳axor牽引車展示 會*暨新聞發布會 主題定位 奔馳axor牽引車啟動利 益新元素 奔馳axor牽引車與您同 行，與時代同步 凡事預則立 不預則廢 展示會前期工作不可忽 視，它直接影響到展示 會的效果與效益，因此 應從多方面著手。 （一）公關活動 聯系本地領導，同時得到領 導對這次活動的支持與關注 。 做一定的新產品上市的市調 與市場工作，擴大影響力。 開展新車試駕會活動。