Ford Lio Ho Brand Work FLH Primary Brand

Ford Lio Ho Brand Work FLH Primary Brand Strategy May 28, 2001

FLH Primary Brand Strategy Brand Vision Where we are today Where we want to be <Confused positioning w/ low social involvement <Leading consumer Company <Reliable/ trustworthy but old/ conservative <No innovative product satisfies customers <International Company w/ local relevancy <A brand desired to own (Progressive/ Energetic)

PROCESS FLOWS TARGET CUSTOMER TO COUNTRY STRATEGIES Define focused target customer Description: Differentiated target customer with aspirational needs Build brand strategy Ford global bullseye: Highlight points of emphasis which appeal to target customer Build product strategy Product lineup evaluated vs. highlighted bullseye words; identifies fit of current products and product gaps Build marketing, advertising and communications strategies Non-product strategies evaluated vs. highlighted bullseye words; develop brand plans and strategies to build the brand

Target Customer Needed Base Segmentation <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.

Targeting at Social Fun Seg <Down-to-earth (Quality time with close people is more important than money <“Balanced life” and “Enjoying life” <Outgoing, adventurous, more of a risktakers than all other groups <Worldly, open to new things around <Emotional about vehicles; more of a car enthusiast, driving not a necessity, it’s an experience

PROCESS FLOWS TARGET CUSTOMER TO COUNTRY STRATEGIES Define focused target customer Description: Differentiated target customer with aspirational needs Build brand strategy Ford global bullseye: Highlight points of emphasis which appeal to target customer Build product strategy Product lineup evaluated vs. highlighted bullseye words; identifies fit of current products and product gaps Build marketing, advertising and communications strategies Non-product strategies evaluated vs. highlighted bullseye words; develop brand plans and strategies to build the brand

Positioning Statement <In Taiwan, Ford wants to build cars for people who believe that life isn’t just about career success, status, or wealth - it’s also about relationships experiences, and happiness. For people who are (therefore) committed to making there lives better more fulfilling more exciting and more fun, a life with time for their friends and family - and who strive to improve in what they do. <For people who appreciate a Car Company that uses all of its global resources and local expertise to introduce innovative - but thoughtful product with ingenious and practical features. A Car Company that provides world-class ways of making their lives more enjoyable, more fun, and better.

Vision Focus 活得精采 “Huo-de Jing-Tsai”

PROCESS FLOWS TARGET CUSTOMER TO COUNTRY STRATEGIES Define focused target customer Description: Differentiated target customer with aspirational needs Build brand strategy Ford global bullseye: Highlight points of emphasis which appeal to target customer Build product strategy Product lineup evaluated vs. highlighted bullseye words; identifies fit of current products and product gaps Build marketing, advertising and communications strategies Non-product strategies evaluated vs. highlighted bullseye words; develop brand plans and strategies to build the brand

Brand Building Objective <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

Applications - aspects Primary Brand EMP actions Media’s favor Internal belief A Zestful Brand Product Sales behavior Showroom deco Social involvement

<Primary Brand EMP actions

Passion Points Interest <Music: Local pop (Wu Bai, A-Mei) <Sports: Gym, golfing, hiking <Entertainment: Family outing together, dinning out at trendy restaurants, shopping together <Technology: Cell phone, PDA, DVD <Other: Travel for pleasure, Financial planning

Spike Strategy < Each spike will be designed to meet the unique attribute of each nameplate and also convey Primary Brand’s proposition <One major spike deployed right after nameplate’s media launch to extend the launch effect

Bottom-up Strategy Spike Allocation 2001 2002 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun MAV Metrostar Focus Escape MAV Idea Theme Park Passion Points Family Outing Brand Vision Metrostar Casual Resort Fashion Dining Focus Escape Trendy places Hidden attractions Fun places Discover TWN Color Life Young Talent Colorful People

Communication guidelines

Communication Activity

Primary Brand Tactics Internal Belief Kick-off Press Media Log 1. Convey the new brand vision 1. Announce the new brand vision/ slogan to outside press 1. Reinforce the new brand vision/ new life attitude among general public through various media support 2. Employee’s involvement 3. Get consensus

Desired Outcome after 18 months <Zestful people (young, famous, exciting and healthy) driving Ford’s zestful vehicles to introduce zestful place, people, activities in regular interval media channels (TV log. . . ) <“Wow, they drive a Ford to do cool stuff” <“Ford is a young, active, and zestful brand”

Next Step Primary Brand EMP actions Media’s favor Internal belief A Zestful Brand Product Sales behavior Showroom deco Social involvement