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8/4/2019 Assignment Imc[1]

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FordSuccessful Brand: F Series

Failure Brand:Edsel

Written BY:ParasVamja

Nayan Vala


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Successful Brand

FORD F- Series


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ABOUT FORD - F SERIES BRAND

PRODUCT FEATURES:

The F-Series is a series of full-size pickup trucks from Ford Motor Company sold

for over six decades. 25 million vehicles of the F series were sold till the date. The

second ranked in total sale is a pick-up vehicle. Every year Ford sells almost a

million cars that is almost one vehicle every 30 seconds.

The most popular variant of the F-Series is the F-150. It was the best-selling

vehicle in the United States for 24 years and has been the best-selling truck for 34

years.

Present model of this series is12th

generation.The chassis includes lighter-weight,high-strength steel for better fuel economy and Safety and improved payload and

towing capacity.Pricerange of 12th generation model is $32,320 - $46,915
http://en.wikipedia.org/wiki/Ford_F-Series#Twelfth_generation_.282009.E2.80.93present.29http://en.wikipedia.org/wiki/Ford_F-Series#Twelfth_generation_.282009.E2.80.93present.29http://en.wikipedia.org/wiki/Ford_F-Series#Twelfth_generation_.282009.E2.80.93present.29http://en.wikipedia.org/wiki/Ford_F-Series#Twelfth_generation_.282009.E2.80.93present.29


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Background of Market

Automobile industry during 1940s

US car production was dealt a setback because of World War II. In 1940 pre WorldWar II the US produced 4,680,000 cars. Although each decade in history isdifferent the decade of the 1940's is by far the most unusual in U.S. automobilehistory.

This was the only period of time when automobile production stopped for a periodof 3-4 years. No cars were manufactured after 1942 due to the advent of WorldWar II. Production for civilians did not resume until 1946 .Early 1940's saw thefirst time luxury cars started rolling off a production line. A car showed the wealthand status of its owner.

The Ford Motor Company produced a number of 1940s cars like the v-8 deluxecoupe that went for the price of about $650. Before the US entered the war theautomobile capital was St Louis MO. Later Detroit MI became the leader in theautomotive industry and remains so in the present time.

Today, many of the original Tuckers, as well as many of the other 1940s carsmentioned here, have been preserved in museums, and have generated loyal bandsof followers of these unusual 1940s cars.


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BRAND OVER PERIOD OF TIME

First generation (19481952)

The first F-Series truck (known as the Ford Bonus-Built)

was introduced in 1948 as modern looking truck

Second generation (19531956)

The F-Series was redesigned for 1953 with a moreintegrated look. The pickups also acquired their nowfamiliar names

Third generation (19571960)

The truck was restyled again in 1957 with a hood that nowsat flush with the fenders and a new chrome grille. In theback, the traditional separate-fender body was nowcalledflareside, while a new smooth-sided look

Fourth generation (19611966)

From 1964 on, with a wider look, and unibody trucks were

available and only the traditional separate cab and bedarrangement were available.

Fifth generation (19671972)

Another refresh came in 1967 along with a familiarname: the upscale Ranger trim line in addition tothe base and Custom Cab trim levels

Sixth generation (19731979)

The truck was redesigned in 1973


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Seventh generation (19801986)

The next major redesign came in 1980. The new truck hada squarer look, with sharp lines and flat panels; the truckswere designed with improved fuel efficiency in mind,

Eighth generation (19871991)

The 1987 design was more streamlined, and maintenanceitems were made simpler.

Ninth-generation (19921996/1997)

The 1992 truck received a new aerodynamic-looking frontend, a new dashboard, and the Flareside bed returned.The "Nite" package introduced in 1991 continued, butwas dropped at the end of the 1992 model year.

Tenth generation (19972004)

Ford took the aero styling further for 1997 with a roundednose on the new F-series

Eleventh generation (20042008)

In 2004, Ford redesigned the F-150 using the new P2platform. The side windows also changed to a Kenworth"Daylight Door" and Ford Super Duty-likeappearance; Toughnessshown in advertisement

Twelfth generation (2009present)


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Reasons for success of F series

The American Dream

Ford has stood for the American Dream ever since Henry Ford revolutionized

manufacturing to make cars cheap enough for common people. This legacyresonates strongly in the AA segment and in the truck market generally becauseflexible product and pricing strategy makes the F-150 a dream come true for manybuyers.

Ford Tough

Owning a Ford means owning the tough image.Tough has personal, social,

physical and emotional, as well as automotive connotations.

"The F-150] is my Cowboy Cadillac. Im a Texan since 1985 and a somewhatcowboy to a degree."

I wanted a truck that looked classy and elegant, as well as rugged. So I could get

out in jeans and boots or a suit."

The Ford campaign was massive. In the first two months of the campaign, Ford

spent over $60 million in advertising, nearly 90% which went into Television. On

average, each male between the ages of 25 and 49 saw the F-150 ad thirty times

during the sixty-day launch period. The online campaign employed page takeovers

of major portals and auto sites and portal roadblocks. Roadblocks involved the

simultaneous display of ads on multiple sites.

Reinventing Online Advertising with Roadblocks

The Ford F-150 online campaign was aggressive in a number of ways. Generally,

auto manufacturers have concentrated their online ad buys to auto specific content

sites in an attempt to reach those who are very close to making a purchase. And,even the companies that do buy reach oriented websites tend to buy a fraction of

the inventory. It is not atypical to see as little as 10 GRPs over a two month

campaign because many marketers buy only a few million banner impressions over

the course of the campaign. This is much smaller compared to the ad weight

inmagazines or on TV. Ford took a large step away from conventional practice


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and bought over 100 GRPs in a single day. That amounted to more than 250

million impressions on that day. So Road blocking was an effective use of the

media budget and major success factor for ford F series.


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STP

SEGMENTATION

Ford is putting a new foot forward with their ford motor company marketingsegmentation strategy.

Geographical factoro Due to its toughness it was used as means of adventure and in

adventuresplaceso It is also segmented for people who live in country side of farm

houseo The car it self was tough and rough so it is segmented at people who

are living at geographical challenged area.

Demogaraphic Factor(Age)o Major market segment is young and mature maleo Age group of male between 25 to 55

Pschycographic Factoro love adventure are main target segmet for ford f modelo The f-150 brand satisfies customer needs for a durable, comfortable,

versatile, hard-working truck that can take them anywhere, anytime,in blue jeans or a suit, city, country, or suburbs. the f-150 can driveone to work, church, or out to eat, with or without others.

Usage Baseo Main Segmentation of ford F model is on the base of use, they are

targeting the people who are actively use it for means of

transportation of goods

Social Classo Main social class which ford is targeting is Blue collar people and

adventure loving people.


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TARGETING:

The Fiestas went to people that would be able to record their adventures inthe car. Creating hands on appreciation for the car from the consumer pointof view.

Major segment for f model is people who are involved in transportation ofgoods.

People who live in farm house Ford noticed that over 50% of people buying their f-10 trucks listened to

country music. With this knowledge they have befriended artists andcreated events to entertain their Ford owners. In the works is a plan to helpout with the recession. Coming up with new payment plans and buyingoptions.

Ford has always been known as a gas guzzling car/truck but it is in theworks to gogreener. Ford has brought up the quality of their cars to be onpar with their competition and from the looks of things they are not planningon going anywhere.


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POSITING

Positioning of brand as on

Tough car for people who live in rural part of city Roundness Adventurous appeal for youngsters Sporty look for follow current trend Masculine Safe: u can speed up as u can but still you are safe is direct massage, ford f

12 generation is safest car.

Positned as durable, comfortable, versatile, hard-working truck that canpeople them anywhere, anytime, in blue jeans or a suit, city, country, orsuburbs.


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Competitors

The F-Series is a series of full-size pickup trucks from Ford Motor Company sold

for over six decades. These size ranges originally indicated the maximum payloadof the vehicle.

Chevrolet Silverado/GMC Sierra Dodge Ram Ford F-Series Nissan Titan Toyota Tundra


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ADVERTISEMENT

PrintAds

FEATURS OF PRINT ADS:

Ads are showing toughness& ruggedness Image of Muscular Animal Fuel savvy Site: Feature Of 3D view, one can rotate the car in 360, the environment

again is dirty and wild in site, and It also shows its color and power.

TV Ads (Story Board)

This ad starts with a truckdriver whos nearby car driverwas eating cheese burger andtalking on phone while he wasdriving, and then it was shownthat why you need this truck;for safety purpose.

Product technical specificationwas shown in next part of ad.Where they advertise featurelike air bags and its toughchassis.


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SCOPES AND SUGGESTION

Promote the brand in various sports events and car rally like FerrariPromoting a car in sports events really help company expand its reach topeople. Many newspaper editors, website content seeker are present in suchevent and they click photo and publish to people.

Can enter this car for corporate peopleThis car can also be used in different segment such as goods transportationor delivery van. If company ties up with a Big company for delivery it canhelp lot in sales.

Can be used by armyFord Company started this series which look more masculine, army can usethis car because of it toughness, ruggedness and safety

Can Target tourism placesThis car is an open car so this car can easily work at Tourist places. Alsopeople looking for sceneries will also love travelling in this car.


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Failure Brand

FORD EDSEL


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Ford EDSEL

The Edsel was an automobile manufactured by the Ford

Motor Company during the 1958, 1959, and 1960 modelyears. The Edsel never gained popularity with modernAmerican car buyers and sold poorly.

The Edsel is definitely one of the biggest brandingdisasters to the Ford Motor Company. It is consideredthe classic brand failure of all time.

In 1955 under the name "E car", this stood forexperimental car." Ford Motor Company

eventually decided on the name "Edsel" .

They went to great lengths to create a buzzwith such campaigns as The Edsel is coming

and creating E-Day E stands forexperimental) referring to the unveiling of theEdsel.

Edsel sales and marketing operations wereintegrated into the Mercury-Edsel-Lincoln

division (referred to as M-E-L).

The decision by Ford to engage in such a far-reaching design was to gain a competitiveadvantage with General Motors, by offering a mid-priced car to its line that it felt itwas lacking.

For Edsel, their campaigns are as below

Edsel is on its way DRAMATIC EDSEL STYLING is here to stay Makes history by making sense


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BACKGROUND OF MARKET

The 1950s cars became lower, longer, and wider. The early 1950s saw the rise ofchrome on cars, as an increasingly opulent society flourished in the United States.Many of the automobiles of the time were designed by stylists.

The long spent up demand for cars caused by the Depression and World War IIexploded into an irrational excess in the decade of the '50's.

The "fabulous fifties" also saw some of the most beautiful and some of the mostoutlandish cars ever made.

One of those was the speed with which the automobile, despite complicatedcompound curves and forms, could be manufactured.At first they were stylingexercises,the 1955FordThunderbird fromFordexperimented with a wrap aroundwind shield, it also featured exhausts which exited through the rear valence andsmall turbines up front in the grill.

But as the 1950s progressed, public taste had changed and automobile buyersincreasingly demanded flashier, more powerful 1950s cars. Plymouthresponded in kind with the introduction of flamboyantly restyled 50s cars

The 1950's became known as the era of the dream car. Thesalesof luxury vehicles

began to decline near the end of the 1940's and continued into the 1950's.
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Unique feature of Edsel

The car was the first ever to have self-adjusting brakes and an electronichood release.

It also had a very powerful engine for a medium range car. Edsel offered several innovative features, among speedometer and its Push

button Teletouch transmission shifting system in the center of the steeringwheel.

Edsel has also ergonomically designed controls for the driver and self-adjustingbrakes (which Edsel claimed as a first for the industry)

Pre launch IMC strategy of Edsel

Ford had good relations with the press and Warnock, the PR director, wasdetermined to maximize the media coverage immediately before and after thelaunch date.

Articles subsequently appeared in both Time andLife magazines heralding theEdsel as a breakthrough and explaining how it had been planned for over adecade.

The promotional brochure to mark the September launch of the Edsel alsopromised a great deal. There has never been a car like the Edsel, it

promised. Car showrooms became packed with curious visitors, desperately

seeking their first glance of the car.


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REASON FOR EDSEL FAILURE

Product

All they knew was that it looked ugly and had a name that sounded likeweasel.

The cars front-end bonnet and grillelooked like an Oldsmobile suckinga lemon. While another thought the front-end grille was less like a horsecollar, more like a toilet seatand like a vagina with teeth.

However, the experience of those few early Edsel customers quickly gavethe car a reputation for mechanical problems. Edselnow popularly stoodforEveryDaySomethingElseLeaks.

Price

The first models in the showroom were the most expensive, top-of-the-linemodels, resulting in sticker shock.

Fords decision to highlight the Edsels powerful engine during a periodwhen the buying public was gravitating toward smaller, more fuel-efficient cars alienated potential customers.

Some Edsel models were more expensive than comparable cars. A highprice may have been acceptable if it had been worth paying.

Promotion

The marketing campaign was certainly a key factor. In simple terms, Fordhad overstated its case. The fact is that the Edsel due to hype, Edseldidnt

quite fit into peoples vision of a car. A stupid name, It is not as per the product feature.

Poor Timing problems

In the 1950s, US new car models typically appeared in November for thefollowing year. Edsel was launched in September, two months before theother new models arrived. It was therefore a 1958 car competing againstdiscounted priced 1957 models.

The end of 1957 saw the start of a recession. In 1958 almost all car modelssaw a drop in sales, some by as much as 50 per cent.


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SEGMENTATION STRATEGY

In the real scenario, it was a time when company applied product concept not amarketing concept. But on the some of the factors, we come across same of thesegments on the base of it history are as below

1) Demographic Factor (Income)Edsel was introduce mid range price between $2,500 to $ 3,800.It was somewherebetween the price of Ford and Mercury. It was cater to Upper Upper middle class

people. Ford made the mistake of pricing the Edsel within Mercurys market pricesegment.

FORD EDSEL MERCURY LINCOLN

Fairlane

500 $2,410$3,138

Citation $3,500

$3,766Park

Lane $4,280$4,405

Continental $4,802

$4,927

Fairlane $2,196$2,407

Corsair $3,311$3,390

Montclair $3,236$3,597

Capri $4,803$4,951

Custom300 $1,977$2,119

Pacer $2,700$2,993

Monterey $2,652$3,081

Premiere $4,334$4,798

Ranger $2,484$2,643

Medalist $2,547$2,617

2) Psychographic factor

Edsel came with new feature and look,which target those customers who areinnovators and achievers.These arepeople who adopt new product or atechnology.


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3) Behavior segment (Benefits)

As per Edsel Print ad, they show that Edsel is high mileage car and high

horsepower also. In ad they show Edsel as good looking style. It is utilized asperson use as well as for family.

4 )Sociocultural ( Upper upper middle class)


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POSITING STRATEGY

1) By Product Attributes and benefits2) By Quality.Edsel is positioning by Product Attributes and benefits. In above left ad

shows they saw their three models and the feature of them such as engine

and Transmission specification, General specification, Standard equipment

and optional equipment.

In above right side, Edsel is differentiated from other cars. Edsel gives you

style (New, Nifty and Thrifty) and saving the way.

Edsel member also claim that their quality and uniqueness in feature which

never given before by them self and also by their competitors so over here

they positioning Edsel by Quality.


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BRAND BUILDING TIPS TO EDSEL

1)Market research is important. Make a research on Potential market not onlyon a name of product.

Ford spent millions time and money carrying out the wrong kind of marketresearch. Instead of names, the company should have been concentrating onwhether there was a market for its new car in the first place.

2)Hyping is not always create a sale and dont spent too much money and focuson it

If pre-delivery hype for the newly introduced car doesnt live up to expectations, itis practically doomed on the showroom floor.

3)Promotion lead customer to a showroom but Quality is factor which leads topurchase the product and create a loyalty toward brand.

Product quality is always important but when it comes to cars it is a matter of lifeand death. Bad quality control proved an extra nail in Edsels coffin.

4) Always careful in choosing name of product. It is one of the essentialelements of brand

It doesnt matter how important the brand name is to the company, its what it

means to the public that counts. If the name conjures up images of weasels andpretzels it might be a good time to scrap it.

5)Look is essential part in Automobile industry. Company has to test theproduct into market before launch into the product

Visual appearance is a key factor in creating a brand identity for most products. AsEdsel proved, ugly ducklings dont always become swans.

6)Price is replica of the product. Adjust it, according to your STPProducts can be too expensive or too cheap. When some brands price themselves

too low, they lose their prestige. However, with a car such as the Edsel, the highprice couldnt be justified in the minds of the public.

7)Focus on a customer-centric one not on a product-centricThe key difference between the ill-fated development of the Edsel and the roaringsuccess of the Mustang was the shift from a product-centric focus to a customer-centric one.

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