Ford Lio HoBrand 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/ local 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 strategies 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 to 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 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