福特汽车品牌形象建立方案（英文版）(ppt 22页)

福特汽车品牌形象建立方案（英文版）内容提要：
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.
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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 risk-takers 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
……

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.

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