Mazda Brand Building Architecture

							 以客為尊
Consumer Headset


   福特六和汽車公司
    總裁 沈英銓


                   1
  Build Strong Brands

Through Consumer Insight



                           2
      Objective

Understand Importance Of
   Consumer Insight
          And
    Brand Building
   To Your Business

                           3
      Vision

  Becoming The World’s
Leading Consumer Company


                           4
What is the difference between a
  customer and a consumer

  A customer is someone who is
  already buying our products

  A consumer is someone who has the
     potential to buy our product


                                      5
What is a consumer company?
 An enterprise that is continuously gathering
 unfiltered consumer insights worldwide to :

        •Connect with potential customers
         •Translate consumer needs into
             competitive advantage

          •Build sustained relationships

           •Manage portfolio of brands

            •Grow shareholder value
                                                6
Customer / Products Quadrant




                               7
Portfolio Approach To Managing
          The Business




                                 8
What Does Transformation
        Mean?
   Move from an internal
   To an external consumer and shareholder
   focus
   From bureaucratic
   Become more nimble and entrepreneurial

   From manufacture driven
   To think from a consumer perspective


                                             9
What Does Transformation
        Mean?
   From focus on cost of production
   To focus on the cost of ownership

   From asset intensive
   To less asset intensive

   From follow
   To lead

                                       10
What dose a great consumer company do?




                                     11
以客為尊


Understand the importance of
       Consumer Insight
             And

        Brand Building

                               12
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
     services
                                                  13
   Building Strong Brands

• Benefit of consumer insight

• Which brands have compelled you
  as a consumer? Brands you feel
  connected to. Brands you want to own.
  Brands you’re proud to have purchased
  and to show your friends
                                          14
What Comes To Mind
  When You See:




                     15
   What are the
characteristics of a
  strong brand?



                       16
Characteristics of strong brands
  •Recognized and credible identities
  •Relevant and differentiating benefits
  •Consistent messages
  •Loyal customers
  •Volume and price premiums
  •Can’t be copied by competitors
  •Emotionally connect with consumers
  •Great products and services
                                           17
Strong brands make the
     most money




                         18
       Our Brand Strategy

• Trust The Company

• Love Our Brands

• Delight In Service We Offer




                                19
 Brand market fundamentals

  Ford has developed some “Brand
 Fundamentals” that help us manage
 and carry out our strategy across the
                globe

It contains 5 categories of brand market
              fundamentals:


                                           20
 Brand market fundamentals
    It contains 5 categories of brand market
                  fundamentals:
1. Consumer insight:
   Understanding what customer needs and
   how they relate to our products / services.

2. Brand positioning
   Understanding our customer allow us to
   capture their hearts and minds by defining
   the brand, product benefits, personality
   and price value

                                                 21
   Brand market fundamentals
     It contains 5 categories of brand market
                   fundamentals:

3. Portfolio management:
   Is about creating differentiation and
   synergies among our brands getting the
   right products and brand images in the
   right place
4. Marketing mix
   Is creating a strong relationship with
   customers through our brand marketing.
   We have 12 marketing tactics.
                                                22
 Brand market fundamentals

    It contains 5 categories of brand market
                  fundamentals:

5. Business management:
   We manage our brand strategy with 2
   objectives:

    •Are we generating shareholder value?

    •Are we delighting our customers?

                                               23
CASE STUDY




             24
Ford Primary Brand




                     25
                  Issues

 Old, conservative, boring
 Losing contact with younger generation
 Not proud to own a Ford
 Lack of social involvement




                                           26
               Objectives
 Revitalize Ford’s image as a brand that
  providing a solution of enjoying fun and
  excitement of life
 Rejuvenate Ford’s image by connecting
  younger generation Taiwanese
 Reinforce Ford’s social involvement in
  Taiwan

                                             27
Ford needs a new meaning !!




                              28
Ford Brand Assets to Leverage
    Ford provides     Consumer needs

    More fun and      Car is not just a
    exciting vehicles transportation
    in addition to    or status. It’s a
    quality            source of fun
                      and enjoyment



           Zest for life

                                          29
          Applications

               Communication
   Internal                    Media’s
   belief                      favor

               A Zestful
                Brand             Social
Product
                                  involvement

          Sales       Showroom
          behavior    deco
                                                30
           Communication

 Set brand advertising guidelines that shape
  Ford into a Zestful brand
 Operate a series of owners programs that
  reinforce vehicles’ fun and excitement
  attributes



                                                31
        Advertising Guidelines
   “Zest for Life” shapes Ford’s attitude to
    life:
      Energetic

      Passionate

      Optimistic

      Fresh




                                                32
        Advertising Guidelines
   Ford’s advertising carries the tonality of :
      Fun

      Smart

      Humorous

      Western




                                                   33
Video




        34
           Owners Programs

   NBX:   Stunning off-road experience for
           SUV owners
   FDA:   Thrilling driving dynamics
           experience for car fans




                                              35
Video




        36
            Internal Belief

 TOC NFL press conference to announce the
  new brand vision “Zest for Life” to press
 Full scale employee kick-off ceremony to
  reinforce the internal belief
 Departmental actions to realize the new
  brand vision

                                          37
Video/Photos




               38
Project Adventure Training




                             39
Zest for Life
Employee Moral Boosting




                          40
Zest for Life – Aerobic Programs




                               41
                 Achievements
   Brand communication
      The most recognized TV commercials in motor
       industry – Gold Model
      The most talk-about consumer immersion
       activities
   Business success
      Metrostar breaks Cefiro myth

      Escape sales rocket high, No 1 SUV

      RS fires up the driving passion

      Ford Lio Ho sales performance back to #3

   “Best Employer Award”
                                                     42
Q and A



          43