PROMOTION - Ford Feel is our umbrella campaign / Ford Brand
- Media mix will continue with traditional media but with additions
- Heavy link between traditional media and online (push to website)
- Viral Marketing for new product launches (websites to challenge visitors to solve the puzzle)
- Online world advertising (Second Life)
- Integration of lifestyle advertising into life-stage concept
- Customer involvement / product champions (car groups / forums)
- Pushing our design image!
- Pushing our dealership network, satisfaction
- Continue sponsorships
CRM - The objective: Acquiring and retaining the right customer
- Statistical Analysis System (SAS) platform fuels CRM programs
- High customer satisfaction
- Easy to data mining and info analysis
- Supports a variety of functions, including reporting and customer life-cycle analysis
- Building loyalty
COMPETITION / GLOBALIZATION COMPETITION PAIRED PODS (DISTINCTIVENESS/COMMUNICABILITY) - The desirability of Ford’s PODs are addressed through their distinctiveness
- PODs
- Ford must communicate to their consumers why and how their vehicles will deliver specific benefits.
GLOBALIZATION - Gulf consumers are loyal to Ford’s V8, rear-wheel drive sedans. (Every household has one)
- Standard Crown Victorias are popular amongst Kuwaiti and Saudi families since they are purchased for their chauffeurs.
- Price point is economical; $20,000
- They like rear wheel drive vehicles because they are easier to repair.
- They accommodate for large families and tendency to buy in bulk
- Hybrids do not appeal to the Gulf consumers
- Independent mechanics are unfamiliar with the technology
- Price of fuel is cheap
- They don’t like change
- Since there aren’t any taxes, leasing is not appealing and ownership is always preferred
SUMMARY
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