3. Agenda Style
01 Introduction & Overview
02 Company Background
03 Problem Definition
04 Market Research Competition
05 Industry Marketing Techniques
06 Ford Fiesta Movement
07 Analysis
08 Segmentation
09 Positioning
10 Conclusion
4. FORD FIESTA
Overview of the Presentation
In early 2009, Ford Motor Company began its new marketing
campaign to reposition themselves within the auto industry and
reintroduce their class B vehicle, the Ford Fiesta, into the US market.
This campaign was coined as the "Ford Fiesta Movement" (FFM) and
was not a typical marketing campaign for an automaker. This
presentation will analyze their marketing strategy & determine what
their next step should be.
Overview
5. The FORD Motor Company in 2009
The Ford Motor Company, based in Dearborn, Michigan (a suburb of
Detroit), was one of the world’s largest automotive manufacturers and
distributors. Ford was best known for its line of rugged trucks, such as the
F-series, and Sport Utility Vehicles such as the Explorer, as well as for its
classic sports car, the Mustang.
In the ten years leading up to 2009 sales of Ford vehicles were down by
over 50%.
Honda
Ford
Toyota
General Motors
10.2% 16.7% 17.5% 17.6%
6. Problem Definition
The target customers for the Fiesta
would be very different.
Introducing a new compact car in the
US market provided many challenges
for Ford.
01 02 04
03 05
Much more
ethnically diverse,
women & men, and
city dwellers
Target customers
Millenials under 30
years old.
Target customers
Ford had been
absent from B
Segment market in
the U.S. since 1981..
Competition in B
Segment
Ford was generally
not in the
consideration set of
young buyers looking
for small,
economical vehicles.
Competition in B
Segment
The stigma of U.S.
cars as a class
suffered.
Competition in B
Segment
7. Market Research until 2009
Exhibit 3 (Full age
distributions)
B segment cars tended to be
bought either as entry level
vehicles by young people upon
landing a first job, or by older
buyers who prized fuel efficiency
and compactness. About two
thirds of buyers were over age
40.
72.9%
Exhibit 4 (2009’s sales
figures in the B segment)
Ford was generally not in the
consideration set of young
buyers looking for small,
economical vehicles.
0%
80%
40%
55%
65%
8. Industry Marketing Techniques
The target customers for the Fiesta would
be very different than most Ford’s
customer base.
People in this demographic were heavy
users of social media, and had more faith
in what their friends said than what
advertisers said.
Hire 100 millennials with large online
followings, lend them the cars with an
invitation to create and share content
based on their adventures
TARGET
Targetted Millenials, much more
ethnically diverse, men, women
& would tend city dwellers
MARKETING CAMPAIGN
Put the marketing campaign
in the millennials’ hands.
Influencer
Buzz Marketing
Official Ford Initiative
Ford Fiesta Movement
In order that influencer will tell
other consumers (their followers)
of their own favorable
experiences after use Ford
Fiesta.
9. Ford Fiesta Movement
Post
Content
Sending
Agents Out
on Missions
Monthly
Theme
Missions
Mission
Control
Recruiting
Agents
The Agents agreed to
produce one video per
mission. The content was
posted online on YouTube,
Facebook, Twitter, Flickr,
and blogs, as well as on
Ford’s official microsite at
fiestamovement.com.
Whittled down to 100,
and their names
were announced at
the New York Auto
Show in April 2009.
Each month a
central dispatch
office.
Agents using their talents
and social networks to
create interest and
excitement for the brand
For each month of
the movement, from
May to October
2009, there would
be a theme.
Before and during the
execution of a mission,
Agents were encouraged
to use sent alert to their
followers what upcoming
videos.
Mission Control would issue
theme-based missions for
completion. All flows of
information to and from the
Agents would go through
mission control.
Mission Control would
handled the logistics,
to be the central point
of contact for 100
agents, dispatched the
monthly missions the
Agents were to
complete, and also
provided 24/7
assistance to the
Agents.
Agents chose one mission
to tackle & incented to
select and complete
missions quickly.
Agents shot and edited
the video, sent it to Ford.
Once approved, Ford
posted the videos to a
central site. Then agents
free to post them to their
personal blogs or
websites.
10. SWOT Analysis
SWOT
STRENGTHS
Ford have a unique ability to
analyze their markets and create
a demand for their products. Led
an initiative to change their brand
image in order to incorporate the
small car class B segment and
have done so effectively.
OPPORTUNITIES
Ford have a room for
improvement, and/or expansion.
They can also work to change
their brand image (as stated
above) and also provide features
which are aligned with market
demands.
WEAKNESS
The Fiesta, Ford’s best known
subcompact, had been absent
from this market in the U.S. since
1981. And , the stigma of U.S.
cars as a class suffered.
THREATS
Using social networking to
market products requires that the
company give up control over
what is said about the products.
This is risky. This threat however
can be offset by continuously
monitoring and being prepared to
respond to a crisis
S
O
W
T
11. Ford Market Segmentation
Ford should identifying their market segmentation to reach
the target of their sales. An 9% share of unit sales in the B
segment for Fiesta.
Market Segmentation
Milenials (people under 30 years old), men, women,
ethnically diverse & city dwellers
Demographic Segmentation
B Segment cars can gives the customers a fuel
consumption efficiency to drive in a long distance.
And city Lovers,Urbanites ,who are moved to make
the city buzz.
Geographic Segmentation
Reasonable price. In 2009 cars in the B segment
were priced just below $10,000 and tended to be
bought either as entry level vehicles .
Psychographic Segmentation
City lovers get excited about Fiesta from an
engaging drive to engaging features to engaging
styling, Fiesta draws you in.
Behaviour Segmentation
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Presentations.
You can simply impress your audience and add a unique zing and appeal to your
Presentations. I hope and I believe that this Template will your Time, Money and
Reputation. You can simply impress your audience and add a unique zing and appeal to
your Presentations. Get a modern PowerPoint Presentation that is beautifully designed.
Easy to change colors, photos and Text. I hope and I believe that this Template will your
Time, Money and Reputation. You can simply impress your audience and add a unique
zing and appeal to your Presentations.
Get a modern PowerPoint Presentation that is beautifully designed.
50. Columns Style
PowerPoint Presentation
You can simply impress your audience and add a unique zing and
appeal to your Presentations. I hope and I believe that this Template will
your Time, Money and Reputation. Get a modern PowerPoint
Presentation that is beautifully designed. Easy to change colors, photos
and Text. You can simply impress your audience and add a unique zing
and appeal to your Presentations. You can simply impress your
audience and add a unique zing and appeal to your Presentations. Get
a modern PowerPoint Presentation that is beautifully designed. Easy to
change colors, photos and Text.
You can simply impress your audience and add a unique zing and
appeal to your Presentations.
You can simply impress your audience and add a unique zing and
appeal to your Presentations. I hope and I believe that this Template will
your Time, Money and Reputation. You can simply impress your
audience and add a unique zing and appeal to your Presentations. Get
a modern PowerPoint Presentation that is beautifully designed. Easy to
change colors, photos and Text. I hope and I believe that this Template
will your Time, Money and Reputation. You can simply impress your
audience and add a unique zing and appeal to your Presentations.
Get a modern PowerPoint Presentation that is beautifully designed.
PowerPoint Presentation
You can simply impress your audience and add a unique zing and
appeal to your Presentations. I hope and I believe that this Template will
your Time, Money and Reputation. Get a modern PowerPoint
Presentation that is beautifully designed. Easy to change colors, photos
and Text. You can simply impress your audience and add a unique zing
and appeal to your Presentations. You can simply impress your
audience and add a unique zing and appeal to your Presentations. Get
a modern PowerPoint Presentation that is beautifully designed. Easy to
change colors, photos and Text.
You can simply impress your audience and add a unique zing and
appeal to your Presentations.
You can simply impress your audience and add a unique zing and
appeal to your Presentations. I hope and I believe that this Template will
your Time, Money and Reputation. You can simply impress your
audience and add a unique zing and appeal to your Presentations. Get
a modern PowerPoint Presentation that is beautifully designed. Easy to
change colors, photos and Text. I hope and I believe that this Template
will your Time, Money and Reputation. You can simply impress your
audience and add a unique zing and appeal to your Presentations.
Get a modern PowerPoint Presentation that is beautifully designed.
