35. Reasons of Purchase Price / Deal / Value 43% 40% > 65 57% 55% < 35 2001 1998 Age Group
36. Target Market vs Population Decline in The Minivan Sales Population: 35-49 age group >> 65+
37. Question 3: Develop a promotional plan for the Windstar to carry the brand to the introduction in the fall of 2003 Ford Windstar
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42. High percentage of minivans buyers are aware with this brand since it is an old player in the industry. HIGH Knowledge Windstar is respected as it is a major player in minivan industry however, recently, it is regarded as a low quality minivan. LOW Esteem Windstar is popular with safety features but safety is not the most important feature that customers seek for. LOW Relevance There are many newcomers entering into the competition offering customers various options. LOW Differentiation Windstar’s performance Components
43. High Low Low Low Declining Brands High High High High Leadership Low Low Low High Strong New Brands Low Low Low Low New Brands Knowledge Esteem Relevance Differentiation