THE FORD FLEX Reshaping the Family Ride     Victoria Marzec
BACKGROUND•   Introduced in 2009•   ~$30,000-$45,000•   Substitute for Ford’s decision to    not have a mini-van in their ...
Challenges2009 Sales        38,7172010 Sales        34,227Y2D Sales in 2010     19,803Current 2011Sales     13,803
Challenges                                   2009 Sales        38,717                                   2010 Sales        ...
Target Audience
Target Audience
Target Audience      Soccer Moms  •Younger mothers with  young children  •Age 28-40  •Enjoy being “hip” and  follow trends...
Target Audience
Target Audience                 Sports Dads                  •Older men with sons or daughters in high                  sc...
Target Audience
Target Audience                         Young Grandparents                  •Involved in their grandchildren’s lives      ...
PRODUCT TO THE PEOPLE                                                                                  Young   Soccer Moms...
OTHER EVENTSAND PROMOTIONS
OTHER EVENTS        AND PROMOTIONS   YouTube VideoCompetition- Show Us   How You Flex!
OTHER EVENTS        AND PROMOTIONS   YouTube Video                       Celebrity EndorsementsCompetition- Show Us       ...
OTHER EVENTS        AND PROMOTIONS   YouTube Video                           Celebrity EndorsementsCompetition- Show Us   ...
OTHER EVENTS        AND PROMOTIONS   YouTube Video                           Celebrity EndorsementsCompetition- Show Us   ...
OTHER EVENTS        AND PROMOTIONS   YouTube Video                           Celebrity EndorsementsCompetition- Show Us   ...
METRICS              To be achieved by December 2012•   Current Units Sold for 2011- 13,803    •   Goal - Increase units s...
BUDGET                        Events                                                                                500 th...
 The Ford Flex- Re-shaping the Family Ride
 The Ford Flex- Re-shaping the Family Ride
 The Ford Flex- Re-shaping the Family Ride
 The Ford Flex- Re-shaping the Family Ride
 The Ford Flex- Re-shaping the Family Ride
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The Ford Flex- Re-shaping the Family Ride

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Proposed online marketing strategy and campaign for the Ford Flex.

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  • Ford was highly criticized for their decision to take a mini-van out of their line-up and many customers still beg for them to manufacture one in the future. The Flex was a new and experimental design that consumers either loved... or loved to hate on and still do. Although the Flex stands out in the market, it is not always positive. To be influential, we need to convince the public that the Flex’s unique body style is sleek, stylish, useful and innovative. Luckily for us, the mini-van has earned such a negative connotation over the years as being symbolic for a boring, generic, standard American family car. We need to convince people that the Flex is the new generation of the family vehicle that’s not only cool, but a smart and safe choice. \n
  • Ford was highly criticized for their decision to take a mini-van out of their line-up and many customers still beg for them to manufacture one in the future. The Flex was a new and experimental design that consumers either loved... or loved to hate on and still do. Although the Flex stands out in the market, it is not always positive. To be influential, we need to convince the public that the Flex’s unique body style is sleek, stylish, useful and innovative. Luckily for us, the mini-van has earned such a negative connotation over the years as being symbolic for a boring, generic, standard American family car. We need to convince people that the Flex is the new generation of the family vehicle that’s not only cool, but a smart and safe choice. \n
  • Ford was highly criticized for their decision to take a mini-van out of their line-up and many customers still beg for them to manufacture one in the future. The Flex was a new and experimental design that consumers either loved... or loved to hate on and still do. Although the Flex stands out in the market, it is not always positive. To be influential, we need to convince the public that the Flex’s unique body style is sleek, stylish, useful and innovative. Luckily for us, the mini-van has earned such a negative connotation over the years as being symbolic for a boring, generic, standard American family car. We need to convince people that the Flex is the new generation of the family vehicle that’s not only cool, but a smart and safe choice. \n
  • Ford was highly criticized for their decision to take a mini-van out of their line-up and many customers still beg for them to manufacture one in the future. The Flex was a new and experimental design that consumers either loved... or loved to hate on and still do. Although the Flex stands out in the market, it is not always positive. To be influential, we need to convince the public that the Flex’s unique body style is sleek, stylish, useful and innovative. Luckily for us, the mini-van has earned such a negative connotation over the years as being symbolic for a boring, generic, standard American family car. We need to convince people that the Flex is the new generation of the family vehicle that’s not only cool, but a smart and safe choice. \n
  • Ford was highly criticized for their decision to take a mini-van out of their line-up and many customers still beg for them to manufacture one in the future. The Flex was a new and experimental design that consumers either loved... or loved to hate on and still do. Although the Flex stands out in the market, it is not always positive. To be influential, we need to convince the public that the Flex’s unique body style is sleek, stylish, useful and innovative. Luckily for us, the mini-van has earned such a negative connotation over the years as being symbolic for a boring, generic, standard American family car. We need to convince people that the Flex is the new generation of the family vehicle that’s not only cool, but a smart and safe choice. \n
  • Ford was highly criticized for their decision to take a mini-van out of their line-up and many customers still beg for them to manufacture one in the future. The Flex was a new and experimental design that consumers either loved... or loved to hate on and still do. Although the Flex stands out in the market, it is not always positive. To be influential, we need to convince the public that the Flex’s unique body style is sleek, stylish, useful and innovative. Luckily for us, the mini-van has earned such a negative connotation over the years as being symbolic for a boring, generic, standard American family car. We need to convince people that the Flex is the new generation of the family vehicle that’s not only cool, but a smart and safe choice. \n
  • Ford was highly criticized for their decision to take a mini-van out of their line-up and many customers still beg for them to manufacture one in the future. The Flex was a new and experimental design that consumers either loved... or loved to hate on and still do. Although the Flex stands out in the market, it is not always positive. To be influential, we need to convince the public that the Flex’s unique body style is sleek, stylish, useful and innovative. Luckily for us, the mini-van has earned such a negative connotation over the years as being symbolic for a boring, generic, standard American family car. We need to convince people that the Flex is the new generation of the family vehicle that’s not only cool, but a smart and safe choice. \n
  • Ford was highly criticized for their decision to take a mini-van out of their line-up and many customers still beg for them to manufacture one in the future. The Flex was a new and experimental design that consumers either loved... or loved to hate on and still do. Although the Flex stands out in the market, it is not always positive. To be influential, we need to convince the public that the Flex’s unique body style is sleek, stylish, useful and innovative. Luckily for us, the mini-van has earned such a negative connotation over the years as being symbolic for a boring, generic, standard American family car. We need to convince people that the Flex is the new generation of the family vehicle that’s not only cool, but a smart and safe choice. \n
  • Ford was highly criticized for their decision to take a mini-van out of their line-up and many customers still beg for them to manufacture one in the future. The Flex was a new and experimental design that consumers either loved... or loved to hate on and still do. Although the Flex stands out in the market, it is not always positive. To be influential, we need to convince the public that the Flex’s unique body style is sleek, stylish, useful and innovative. Luckily for us, the mini-van has earned such a negative connotation over the years as being symbolic for a boring, generic, standard American family car. We need to convince people that the Flex is the new generation of the family vehicle that’s not only cool, but a smart and safe choice. \n
  • Ford was highly criticized for their decision to take a mini-van out of their line-up and many customers still beg for them to manufacture one in the future. The Flex was a new and experimental design that consumers either loved... or loved to hate on and still do. Although the Flex stands out in the market, it is not always positive. To be influential, we need to convince the public that the Flex’s unique body style is sleek, stylish, useful and innovative. Luckily for us, the mini-van has earned such a negative connotation over the years as being symbolic for a boring, generic, standard American family car. We need to convince people that the Flex is the new generation of the family vehicle that’s not only cool, but a smart and safe choice. \n
  • Ford was highly criticized for their decision to take a mini-van out of their line-up and many customers still beg for them to manufacture one in the future. The Flex was a new and experimental design that consumers either loved... or loved to hate on and still do. Although the Flex stands out in the market, it is not always positive. To be influential, we need to convince the public that the Flex’s unique body style is sleek, stylish, useful and innovative. Luckily for us, the mini-van has earned such a negative connotation over the years as being symbolic for a boring, generic, standard American family car. We need to convince people that the Flex is the new generation of the family vehicle that’s not only cool, but a smart and safe choice. \n
  • Ford was highly criticized for their decision to take a mini-van out of their line-up and many customers still beg for them to manufacture one in the future. The Flex was a new and experimental design that consumers either loved... or loved to hate on and still do. Although the Flex stands out in the market, it is not always positive. To be influential, we need to convince the public that the Flex’s unique body style is sleek, stylish, useful and innovative. Luckily for us, the mini-van has earned such a negative connotation over the years as being symbolic for a boring, generic, standard American family car. We need to convince people that the Flex is the new generation of the family vehicle that’s not only cool, but a smart and safe choice. \n
  • Ford was highly criticized for their decision to take a mini-van out of their line-up and many customers still beg for them to manufacture one in the future. The Flex was a new and experimental design that consumers either loved... or loved to hate on and still do. Although the Flex stands out in the market, it is not always positive. To be influential, we need to convince the public that the Flex’s unique body style is sleek, stylish, useful and innovative. Luckily for us, the mini-van has earned such a negative connotation over the years as being symbolic for a boring, generic, standard American family car. We need to convince people that the Flex is the new generation of the family vehicle that’s not only cool, but a smart and safe choice. \n
  • Ford was highly criticized for their decision to take a mini-van out of their line-up and many customers still beg for them to manufacture one in the future. The Flex was a new and experimental design that consumers either loved... or loved to hate on and still do. Although the Flex stands out in the market, it is not always positive. To be influential, we need to convince the public that the Flex’s unique body style is sleek, stylish, useful and innovative. Luckily for us, the mini-van has earned such a negative connotation over the years as being symbolic for a boring, generic, standard American family car. We need to convince people that the Flex is the new generation of the family vehicle that’s not only cool, but a smart and safe choice. \n
  • Ford was highly criticized for their decision to take a mini-van out of their line-up and many customers still beg for them to manufacture one in the future. The Flex was a new and experimental design that consumers either loved... or loved to hate on and still do. Although the Flex stands out in the market, it is not always positive. To be influential, we need to convince the public that the Flex’s unique body style is sleek, stylish, useful and innovative. Luckily for us, the mini-van has earned such a negative connotation over the years as being symbolic for a boring, generic, standard American family car. We need to convince people that the Flex is the new generation of the family vehicle that’s not only cool, but a smart and safe choice. \n
  • Ford was highly criticized for their decision to take a mini-van out of their line-up and many customers still beg for them to manufacture one in the future. The Flex was a new and experimental design that consumers either loved... or loved to hate on and still do. Although the Flex stands out in the market, it is not always positive. To be influential, we need to convince the public that the Flex’s unique body style is sleek, stylish, useful and innovative. Luckily for us, the mini-van has earned such a negative connotation over the years as being symbolic for a boring, generic, standard American family car. We need to convince people that the Flex is the new generation of the family vehicle that’s not only cool, but a smart and safe choice. \n
  • Ford was highly criticized for their decision to take a mini-van out of their line-up and many customers still beg for them to manufacture one in the future. The Flex was a new and experimental design that consumers either loved... or loved to hate on and still do. Although the Flex stands out in the market, it is not always positive. To be influential, we need to convince the public that the Flex’s unique body style is sleek, stylish, useful and innovative. Luckily for us, the mini-van has earned such a negative connotation over the years as being symbolic for a boring, generic, standard American family car. We need to convince people that the Flex is the new generation of the family vehicle that’s not only cool, but a smart and safe choice. \n
  • Ford was highly criticized for their decision to take a mini-van out of their line-up and many customers still beg for them to manufacture one in the future. The Flex was a new and experimental design that consumers either loved... or loved to hate on and still do. Although the Flex stands out in the market, it is not always positive. To be influential, we need to convince the public that the Flex’s unique body style is sleek, stylish, useful and innovative. Luckily for us, the mini-van has earned such a negative connotation over the years as being symbolic for a boring, generic, standard American family car. We need to convince people that the Flex is the new generation of the family vehicle that’s not only cool, but a smart and safe choice. \n
  • Ford was highly criticized for their decision to take a mini-van out of their line-up and many customers still beg for them to manufacture one in the future. The Flex was a new and experimental design that consumers either loved... or loved to hate on and still do. Although the Flex stands out in the market, it is not always positive. To be influential, we need to convince the public that the Flex’s unique body style is sleek, stylish, useful and innovative. Luckily for us, the mini-van has earned such a negative connotation over the years as being symbolic for a boring, generic, standard American family car. We need to convince people that the Flex is the new generation of the family vehicle that’s not only cool, but a smart and safe choice. \n
  • Ford was highly criticized for their decision to take a mini-van out of their line-up and many customers still beg for them to manufacture one in the future. The Flex was a new and experimental design that consumers either loved... or loved to hate on and still do. Although the Flex stands out in the market, it is not always positive. To be influential, we need to convince the public that the Flex’s unique body style is sleek, stylish, useful and innovative. Luckily for us, the mini-van has earned such a negative connotation over the years as being symbolic for a boring, generic, standard American family car. We need to convince people that the Flex is the new generation of the family vehicle that’s not only cool, but a smart and safe choice. \n
  • The Flex’s main target audience will be split between three different groups... all with separate wants and needs and with different ways that they are influenced. Since the Flex is a crossover between a mini-van and an SUV, it is important to market to both audiences that would typically search for both vehicles. \n
  • The Flex’s main target audience will be split between three different groups... all with separate wants and needs and with different ways that they are influenced. Since the Flex is a crossover between a mini-van and an SUV, it is important to market to both audiences that would typically search for both vehicles. \n
  • The Flex’s main target audience will be split between three different groups... all with separate wants and needs and with different ways that they are influenced. Since the Flex is a crossover between a mini-van and an SUV, it is important to market to both audiences that would typically search for both vehicles. \n
  • The Flex’s main target audience will be split between three different groups... all with separate wants and needs and with different ways that they are influenced. Since the Flex is a crossover between a mini-van and an SUV, it is important to market to both audiences that would typically search for both vehicles. \n
  • The first and largest segmented audience are the standard soccer moms. Typically associated with mini-vans, \n
  • The first and largest segmented audience are the standard soccer moms. Typically associated with mini-vans, \n
  • The first and largest segmented audience are the standard soccer moms. Typically associated with mini-vans, \n
  • The first and largest segmented audience are the standard soccer moms. Typically associated with mini-vans, \n
  • The first and largest segmented audience are the standard soccer moms. Typically associated with mini-vans, \n
  • The first and largest segmented audience are the standard soccer moms. Typically associated with mini-vans, \n
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  • People care about what other people think. They value the opinions of people who share similar opinions with themselves. To engage the public in the Ford Flex, we need to get the product into the hands of influential people in a specific community. For example, mothers care about the opinions of other mothers. To target the “soccer mom” audience, The Ford Flex needs to be driven and reviewed by influential “mommy bloggers”. If the Flex can convince those mothers that it is a reliable, durable and a stylish substitute for a mini-van, other mothers will follow-suit. Bottom line is we need to get people to start talking about the Flex but the only way to do that is if we give them something to talk about. Young grandparents are going to be mostly influenced by \n
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  • To be successful, we need to get people to start talking about the Flex.\n
  • To be successful, we need to get people to start talking about the Flex.\n
  • To be successful, we need to get people to start talking about the Flex.\n
  • To be successful, we need to get people to start talking about the Flex.\n
  • To be successful, we need to get people to start talking about the Flex.\n
  • To be successful, we need to get people to start talking about the Flex.\n
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  • The Ford Flex- Re-shaping the Family Ride

    1. 1. THE FORD FLEX Reshaping the Family Ride Victoria Marzec
    2. 2. BACKGROUND• Introduced in 2009• ~$30,000-$45,000• Substitute for Ford’s decision to not have a mini-van in their line-up• Crossover between a mini-van and an SUV• Ford’s “family” vehicle - 3 rows, available with 6 or 7 seats
    3. 3. Challenges2009 Sales 38,7172010 Sales 34,227Y2D Sales in 2010 19,803Current 2011Sales 13,803
    4. 4. Challenges 2009 Sales 38,717 2010 Sales 34,227 Y2D Sales in 2010 19,803 Current 2011Sales 13,803 COMPETITIONChrysler Town and Country Honda Odyssey Dodge Journey Dodge Caravan Toyota Sienna Hyundai Veracruz
    5. 5. Target Audience
    6. 6. Target Audience
    7. 7. Target Audience Soccer Moms •Younger mothers with young children •Age 28-40 •Enjoy being “hip” and follow trends in the media •Influenced by celebrities and the opinions of other mothers
    8. 8. Target Audience
    9. 9. Target Audience Sports Dads •Older men with sons or daughters in high school or college •Age 35-55 •Children play sports that require a large amount of equipment •Fathers are highly involved in children’s lives and activities •Wants to be “cool” and “hip” to impress their children and their children’s friends
    10. 10. Target Audience
    11. 11. Target Audience Young Grandparents •Involved in their grandchildren’s lives •Age 55-70 •Wants to impress their grandchildren by keeping up on the latest trends •Involved in social media (i.e have Facebook to keep in touch with family, especially grandchildren) •Spends time with grandchildren •Socially active
    12. 12. PRODUCT TO THE PEOPLE Young Soccer Moms Sports Dads Grandparents•Distribute Ford Flex’s to •Distribute Ford Flex’s to local •Young grandparents are goinginfluential “mommy bloggers”. community and high school football, to be mostly influenced by theirHave them blog about the Flex’s soccer, lacrosse and hockey children and their grandchildren.space, capabilities and style. Share coaches. (preferably ones with sons Therefore, we need to get theirblogs on their personal Twitter and or daughters on the team)Facebook pages as well as Flex’s attention by frequenting the FlexTwitter and Facebook pages. •Hold “Flex Drives” at local high where they go most often with school or league football, hockey their family. (i.e. the zoo, movie•Re-distribute mother relatable and soccer games/tournaments. theaters, grocery stores)“Flex stories” over Flex’s social Record reactions of the events andmedia space. (link to stories from post to Flex’s Twitter/Facebook •Young grandparents will also bethefordstory.com and page. Promote Twitter/ Facebook influenced by the other socialfordflexforum.com) pages during drive events. media strategies meant to target the other audiences because they•Offer incentives (Give-aways) on •Comparison tests- How muchFlex’s Twitter/Facebook pages to equipment and gear can you fit also attend grandchildrens sportscurrent Flex owners willing to comfortably in the Flex compared games and whatever theirshare their Flex stories to your current vehicle? children are searching for or liking on Twitter and Facebook.•Online Advertisements- Toys R’ •Online Advertisements- SportsUs, Target etc. websites gear, boat, trailer, golf, college websites
    13. 13. OTHER EVENTSAND PROMOTIONS
    14. 14. OTHER EVENTS AND PROMOTIONS YouTube VideoCompetition- Show Us How You Flex!
    15. 15. OTHER EVENTS AND PROMOTIONS YouTube Video Celebrity EndorsementsCompetition- Show Us and Sponsorships How You Flex!
    16. 16. OTHER EVENTS AND PROMOTIONS YouTube Video Celebrity EndorsementsCompetition- Show Us and Sponsorships How You Flex! Thumbs-up, Thumbs-down Kid’s Flex Challenge
    17. 17. OTHER EVENTS AND PROMOTIONS YouTube Video Celebrity EndorsementsCompetition- Show Us and Sponsorships How You Flex! Thumbs-up, Thumbs-down Kid’s Flex Challenge College Campus Move-in Blog
    18. 18. OTHER EVENTS AND PROMOTIONS YouTube Video Celebrity EndorsementsCompetition- Show Us and Sponsorships How You Flex! Thumbs-up, Thumbs-down Kid’s Flex Challenge College Campus College Campus Move-in Blog Tailgate Campaign
    19. 19. METRICS To be achieved by December 2012• Current Units Sold for 2011- 13,803 • Goal - Increase units sold by 20,000 units by December 2011 Sell 50,000 units by December 2012• Current Facebook “Likes” - 1, 321 • Goal - Increase Ford Flex “Likes” by 100,000• Current Followers on Twitter - 53 • Goal - Increase Followers by 10,000• Current Number of Tweets - 0 • Goal - Increase number of tweets by 1,000
    20. 20. BUDGET Events 500 thousand Bloggers 300 thousand “Give-Aways” 100 thousand Celebrities 100 thousand TIMELINE Note: All timeline events, competitions and tours will be actively and aggressively promoted through Ford and Ford Flex’s social media pages. Distribute Flex’s (i.e.- tour dates, blogs, multi-media etc.) to Mommy FinalPreparation for Bloggers/ EvaluationFootball season Celebrity Hockey season One year Tailgate Season of Onlinestadium tours/ Endorsers/ Soccer/ Lacrosse Season evaluation Football Dads use Flex’s at promotions. Hockey Media drive events Thumbs-up, Promotions. Target = Soccer of online tailgates. “Flex Drive” Events game “Flex Drives” Marketing Thumbs-down Moms, Sports Dads marketing at campus football games Strategy strategy Sept.-Nov 2011 Jan 2012 Jan 2012-March 2012 June 2012- Aug. 2012 Aug. 2012-Sept. 2012August 2011 Oct.-Dec 2011 Nov 2011-March 2012 March 2012-June 2012 Aug. 2012 Sept. 2012-Nov. 2012 Dec 2012 College Campus Blog/ Tour Football season Young Traveling hockey Summer Competition New students use Ford Flex’s to drive promotion- Target End of year Grandparents team promotion. Flex How do You Flex? YouTube Video to their college, loaded up with their football coaches/ evaluation/ campaign. “Flex driven by traveling Competition- Use celebrity stuff for their dorms - Have them blog dads. High school 4th quarter Drive” events at “Flex Drives” hockey team. Blog endorsements as commercials to about the experience of moving in using numbers Grocery stores, experience. preface submissions. a Flex. Exemplify - APA, Storage, Space, zoos, etc Fuel Economy etc.

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