福特汽车产品策略及品牌管理

AFTER ALL..

FORD WILL NOT BE A STRONG COMPANY IN THE FUTURE WITHOUT A STRONG GLOBAL BRAND (THINK VW, BMW) WITH A SIMPLE BRAND POSITION WORLDWIDE.

O&M REVIEWED OUR BULLSEYES WORLDWIDE AND FOUND THAT 70%+ SAID THE SAME THINGS ANYWAY!

Consumer wants an inexpensive car

Consumer wants a car whose operating cost, not its initial price, is low

Consumer expects good service from the dealer

Consumer buys the car and receives a complimentary U.S. road atlas

Consumer wants to be seen by friends as a value-oriented savvy consumer

What hobbies does this person have?

What lifestage is this person in?

What is most important in this person’s life?

What are this customer’s core values?

How does this person’s friends describe him/her?