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