Situation Analysis Should Aim at Broad
Understanding of Market
I. General Market Overview A. Demographics B. Economic Indicators C. Social trends
II. Automotive Market Overview A. Size and Growth B. Key Players, Offerings and Shares C. Distribution Channels D. Ancillary Products and Channels (I.e., financing through credit unions) E. Customer Segments and Trends
Consumer wants to be seen by friends as a valueoriented savvy consumer
Source: Kotler, Philip; Marketing Management
Consumer Insight
The Key to Product “Hits”
Proliferation of product choices in the market
Increasing number of products with similar quality and performance Product-based competitive advantages are shortlived Consumers are looking for ways to simplify choices Globalization and Powerful Global Brands
• Buyer Studies
• Market Pu8lses
Ways of Getting “Consumer
Insight”
•Demographic / Vehicle Use Space: the Final Frontier •Interviewing
Want It, Buy It
Family Transport
S2
- Minor freshening w/ c/o engine/ trans, moderate calibration
S1
- Trim w/ c/o P/T, minor calibration
<SI> - Strategic Intent <SC> - Strategic Confirmation <PH> - Proportions & Hardpoints <PA> - Program Approval <ST> - Surface Transfer <PT> - P/T design complete
Speed and Convenience Competitive Prices
Elegant Sensuous Original
w/ Refined Power
American Luxury
Safety “For Life”
Revised 3/29 Contact: GSCOTT12
Why Brand Marketing?
Men Behaving Badly •CAogme:f2o0r-t2a5ble Shuttle
•Income: over US$5M
•DEedsuicganteiornK: NnoOcNkEoffTruck
•Vehicle: Limo
•Ethnographic Interviews •Observation Research
<PR> - Product readiness <CP> - Confirmation Prototype <CC> - Change cut-off <LR> - Launch Readiness <LS> - Launch sign-off <J1> - Job#1 Achieved
What Makes a Strong Brand?
8
5
4.5
3.25
0
4.5
3.25
0
3.5
2.25
0
3.5
2.25
0
S6/S5 - All new vehicles with major engine, P/T upgrade, 1st use emission
S4/ S3 - New exterior w/ c/o lower structre, minor engine/ trans, new calib/ major emissions
•Attitudinal Customer Insight •Needs Based Customer
Segmentation
•Brand Imaging
•Consumer Immersion
Core Target The most “valuable” customers we want to delight with a total brand experience Adjacent People who we will attract with elements of the brand, but not the focus of our “delighting” efforts
Consumption Total reasonable market potential for the brand
Targeting
Core Target Adjacent Consumption
Target Customer Description:
• What hobbies does this person have? • What lifestage is this person in? • What is most important in this person’s
Consumer Insight Provides Basis for Consistently Delighting Consumer
Types of Needs Stated Real
Unstated Delight
Secret
Example
Consumer wants an inexpensive car
• Product Satisfaction
• Styling/Package
• Market Offering
• Ad Testing
• Brand Tracking
• Sales & Service Satisfaction
• Dealer Satisfaction
• Owner Loyalty
FPDS - Ford Product Development System
SI SC PH PA ST PR CP CC LR LS Job#1
S6/S5
41
S4/S3
32
S2
24
S1
18
36
33.5
30
25.5
19
14.5
8
30
30
25
25
18
14
8
22
22
20
20
13
10
6
16
16
14
14
11
Situational Analysis
Creating the Brand
Positioning
Measuring Progress
Developing Brand Plans
Process Elements
• Where are we now? (Analyzing and Diagnosing the Brand/ Situational Analysis)
life? • What are this customer’s core values? • How does this person’s friends describe
him/her?
Integrating Brand Marketing into our Business
Analyzing and Diagnosing the Brand /
III. Ford Motor Company Overview A. Sales/Share B. Financial Performance C. Key Product Offerings D. Distribution Channels E. Brand Position F. Customer Segments G. SWOT Analysis (Strengths, Weaknesses, Opportunities and Threats)
You Need To “Listen With Your Eyes”
Segmentation Trends
Tools
Analysis
• Needs-Based Segmentation
• Attitudinal Segmentation
• Generational Cohorts
• Futures Research
Brand Strategy Creates Differentiation and Synergies Among Our Brands
TRUST +
Ingenious…Caring
Premier Automotive Group
