The Ford Motor Company And Its Advertisements In 3 Different Countries


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The Ford Motor Company And Its Advertisements In 3 Different Countries

  1. 1. The Ford Motor Company and its advertisements in 3 different countries
  2. 3. AGENDA <ul><li>Short overview of the history </li></ul><ul><li>Today‘s business (2006) </li></ul><ul><li>Data-Background Germany </li></ul><ul><li>Marketing in Germany </li></ul><ul><li>Data-Background USA </li></ul><ul><li>Marketing in USA </li></ul><ul><li>Data-Background China </li></ul><ul><li>Marketing in China </li></ul><ul><li>Conclusion </li></ul>
  3. 4. 1. Short history <ul><li>1903: Founded by Henry Ford in Detroit </li></ul><ul><li>1908: increasing demand of the Ford Model T </li></ul><ul><li>1913: assembling line and mass production </li></ul><ul><li>(reduced chassis assembly time from 12 ½ h to </li></ul><ul><li>2 h 40 min) </li></ul>
  4. 5. 2. Todays business (2006) <ul><li>Company's President & CEO: Alan Mulally </li></ul><ul><li>Chairman: William Clay Ford Junior </li></ul><ul><li>Headquater: Dearborn, USA </li></ul><ul><li>6.8 million vehicles </li></ul><ul><li>280,000 employees </li></ul><ul><li>Turnover: 160,1 Mrd. USD/116,2 Mrd. € </li></ul><ul><li>More than 11,000 suppliers </li></ul><ul><li>Seven brands </li></ul>
  5. 6. 3. Data-Background Germany <ul><li>One of the densest country in Europe: 230 habitant per km² </li></ul><ul><li>Huge urbanized area = Essen, Cologne </li></ul><ul><li>First victim of the collapse of the contemporary’s demographics' collapse </li></ul><ul><li>Low fecundity rate = increase immigration </li></ul>
  6. 7. 3. Data-Background Germany <ul><li>First Ford manufacture in Europe in 1926 </li></ul><ul><li>Nowadays head office of Ford Europe in Germany </li></ul><ul><li>Production Focus on compact and city car </li></ul><ul><li>Sales decrease of 3.4% in 2006 </li></ul><ul><li>Successful in utilitarian car </li></ul><ul><li>Healthy car market in Germany= +4.2% </li></ul><ul><li>Ford market share in Germany = 8.4% </li></ul><ul><li>Best seller of Ford in Germany = Ford Focus 2.8% of the global market </li></ul>
  7. 8. 4. Marketing in Germany <ul><li>Building Brand Power with tradition, trust and safety </li></ul><ul><li>Sport marketing </li></ul><ul><li>High quality </li></ul>
  8. 9. 4. Marketing in Germany – Sport marketing
  9. 10. 4. Marketing in Germany – High Quality Total things go wrong per 1000 vehicles GQRS Things go wrong (TGW)
  10. 11. 4. Marketing in Germany – High Quality Problems per 100 vehicles Initial Quality Study
  11. 13. 4. Marketing in Germany <ul><li>Why does this advertisement fits? </li></ul><ul><li>German automotive culture </li></ul><ul><li>High / Low Context </li></ul><ul><li>Germans behaviors </li></ul>
  12. 14. 5. Data-Background USA <ul><li>Particular demography </li></ul><ul><li>Third rank talking about world population </li></ul><ul><li>First immigrant country of the world </li></ul><ul><li>Very diversified immigration </li></ul><ul><li>Big and dynamic natality </li></ul><ul><li>Feminine country </li></ul>
  13. 15. 5. Data-Background USA <ul><li>Demand trend in the automobile market in States </li></ul><ul><li>Strong competition </li></ul><ul><li>Urban cars: New market in development </li></ul><ul><li>Some difficulties in the economic context at the moment </li></ul>
  14. 16. 5. Data-Background USA <ul><li>Top ten of the most sold cars in USA </li></ul><ul><li>Trucks dominate the automobiles sales in USA in 2006 </li></ul><ul><li>The Ford F-150 is the most famous in the country </li></ul><ul><li>250 000 Ford were sold thanks to the FordDirect subsidiary </li></ul>
  15. 17. 6. Marketing in USA <ul><li>customers are in the center of everything </li></ul><ul><li>Chairman has become William Clay Ford Junior </li></ul><ul><li>new campaign challenge </li></ul><ul><li>primary marketing strategy: American male population </li></ul><ul><li>newest marketing strategies is to go green </li></ul><ul><li>latest “asset” they gathered in terms of marketing is Jim Farley </li></ul>
  16. 18. 6. Marketing in USA - Ford Bold Moves <ul><li>showcase Ford products, customers and employees making bold moves in their lives </li></ul><ul><li>huge investment in clarifying the brand identities of Ford, Lincoln and Mercury </li></ul><ul><li>many famous stars and commercials </li></ul>
  17. 20. 6. Marketing in USA - Advertisement <ul><li>being the best </li></ul><ul><li>the strongest </li></ul><ul><li>the most capable </li></ul><ul><li>the most durable </li></ul><ul><li>innovative </li></ul><ul><li>built harder </li></ul><ul><li>Ford’s have power </li></ul>
  18. 21. 7. Data-Background China <ul><li>Demographic context : </li></ul><ul><li>One-child policy since 1970 </li></ul><ul><li>1 313 973 713 inhabitants </li></ul><ul><li>Population generally more masculine </li></ul><ul><li>Evolution of the chinese population is due to wars, starvation or other disasters </li></ul>
  19. 22. 7. Data-Background China <ul><li>Economic context : </li></ul><ul><li>the first worldwide force in the next 10 years </li></ul><ul><li>since 1990, GDP had increased by 5 (2700 billions $) </li></ul><ul><li>average wage in China = 260€ / month </li></ul><ul><li>in 2005, 12 cars bought for 1000 Chinese </li></ul>
  20. 23. 7. Data-Background China <ul><li>FORD in China : </li></ul><ul><li>production capacity 2008: 250 000 cars </li></ul><ul><li>sales of 2006: 220 000 new cars </li></ul><ul><li>CHINA = “heaven” for FORD </li></ul><ul><li>Success : sales of 86% in 6 months </li></ul><ul><li>best success is Ford FOCUS: 73430 sold </li></ul><ul><li>limits : petrol ‘s price and pollution! </li></ul>
  21. 24. 8. Marketing in China - Why invest? <ul><li>unsaturated car market </li></ul><ul><li>low cost labour, cheap spare parts </li></ul><ul><li>China’s tendency: self-development, fair play and openness. </li></ul><ul><li>Dec. 2001: China entered into WTO </li></ul><ul><li>since 1978 average increase of cars by 12% </li></ul><ul><li>surveys: people choice of spending money… 1. buying houses, 2. buying cars </li></ul><ul><li>advantages of entering late after VW, GM, Toyota </li></ul>
  22. 25. 8. Marketing in China <ul><li>Specific needs </li></ul><ul><li>Price sensitivity </li></ul><ul><li>Diversified marketing strategies </li></ul><ul><li>Symbolism </li></ul><ul><li>To avoid in advertising: Clocks, Straw sandals, A stork or crane, Handkerchiefs, Anything white, blue or black. </li></ul><ul><li>Chinese loyalty – earn trust in brand </li></ul>
  23. 26. 8. Marketing in China – Commercial Ford Maverick <ul><li>“ SUV leader ” is luxurious, sporty, agile, and best of all fun to drive with more standard features than any other vehicle in its class. It is durable, affordable, and fuel-efficient. </li></ul><ul><li>designed to appeal to young consumers who want sporty and durable transportation. It provides a perfect companion for outdoors and urban living, work and play and the &quot;no boundary experience&quot; for the individuals young at heart, energetic, self-confident and adventurous . </li></ul>
  24. 28. 8. Marketing in China – Symbolism in Ford advertisement <ul><li>Red colour: good luck and success (stock market, envelopes, flag) </li></ul><ul><li>Tiger : considered to be brave, cruel, forceful and terrifying. Symbols for power and lordliness. People born under this sign will enjoy a bright prospect for the future </li></ul>
  25. 29. 9. Conclusion
  26. 30. Questions?