We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.
Nobody downloaded yet

Communication or marketing strategies - Case Study Example

Comments (0)
Communication or marketing strategies depend on the product or service being sold and also the target audience. In case of automobiles, it depends on the segment of cars being marketed and for which segment of the consumers, the cars is meant for. A sedan which targets the executive market would have a different communication strategy from a sporty SUV which might appeal more to people who go on long trips across the length or breadth of the country…
Download full paper

Extract of sample
Communication or marketing strategies

Download file to see previous pages... There are three basic objectives behind communication strategy. These are to create awareness about the brand, to shape the consumer's outlook towards it and also to stimulate her purchasing intent towards the brand. This process has become significantly more important nowadays due to influx of huge numbers of alternative products in any category and due to the ever increasing number of choices in front of the consumer; in the automobile industry the situation is not any different. So to entice the consumer towards a brand and to excite her to buy the product, then making sure that she stays on with the brand and makes a repeat purchase are some of the fundamental imperative objectives of any communication strategy. (Vos M., Schoemaker H., Rusland G., 2004).
Ford Motor Company was established in the year 1919 in US. The company produces a range of automobiles from cars to trucks and buses under brands like Ford, Lincoln, Mercury, Volvo. The company also deals in financial services, the prominent among them being Ford Motor Credit Company also know as Ford Credit. (Full Description, April 2009)
Under Cars the brands are Focus sedan, Focus Coupe, Fusion Mustang and Tauras.I n Hybrids the brands are Fusion hybrid an Escape hybrid. The crossover brands are Taurus X, Flex and Edge. SUVs comprise of Escape, Sport Trac, Expedition and Explorer. The trucks range consists of Ranger, F-150, F-250 Super Duty, F - 450 Super Duty and E-Series.
Important marketing campaigns:
Important marketing campaigns in recent times; objectives, target and strategies:
Bold Moves Campaign - In 2006 May, Ford launched a new campaign under the concept 'Bold Moves' to inspire buyers to recognize and appreciate the company's bold new image. The campaign uses famous singer Kelly Clarkson's music with images and video portraying cars and buyers. The goal behind the campaign has been to change the mindset of the consumer towards Ford vehicles which have not been selling in large number. Critics have argued about the campaign pointing out that only a bold campaign would not be making any difference rather a bold product portfolio would help the company in notching up sales. Some experts said that the company had launched the campaign keeping in mind the future also. They said Ford might be using this campaign to make the consumer ready for its future launch of bold vehicles. JWT Marriott was the agency behind the campaign and they claimed that the campaign was a long term one with a complete turn around of the brand on their minds. The turn around effort was termed the Way Forward by the company.( Ford's bold moves fall flat with viewers, August 2006) The Bold Moves campaign was used massively for the Ford crossover vehicle the new EDGE. The company planned to spend more than $100 million behind advertising for the EDGE model. The campaign consisted of television ads on various language TVs which included English, Chinese, Korean, Spanish, etc. famous singer Beyonce Knowles was roped in for singing in the ads. ...Download file to see next pagesRead More
Comments (0)
Click to create a comment
Marketing Communication and Branding
Carefully outlined and correctly implemented appropriate integrated marketing communication strategy will manage to influence on people’s awareness, impelling them to renounce alcohol, become blood donors and give support to ill and needing patients. Mentioned marketing strategy is supposed to be elaborated for the period from October 2011 to February 2012.
4 Pages(1000 words)Case Study
Management and Marketing Strategies
The organization of the award is the responsibility of KPMG Company and The Business Times with support from other institutions such as Singapore Business Federation and International Enterprise Singapore amongst others. The sponsor of the award is OCBC bank; every year the award recognizes 50 companies considered most enterprising in terms of economic growth and support of the Singapore economy, the companies are then given extensive media coverage in The business Times and other related media.
12 Pages(3000 words)Case Study
Marketing Strategies of Sky Broadcasting PLC
The focus of the report is to show via any organization what marketing is, how this organization uses marketing strategies and techniques, why marketing is essential to Sky broadcasting and how its use of marketing has changed and will change in the future.
7 Pages(1750 words)Case Study
Marketing Communication Strategy
The essay will include the internal and external environment of 3TM and also an analysis of the internal marketing issues within the company. The communication campaign will target three segments, one is an NGO, public (students, retired women and sex workers) and health care professionals mainly psychotherapists.
8 Pages(2000 words)Case Study
Marketing Communication Plan of Ryanair
In the 1990s the company enjoyed tremendous success largely due to the thriving capacity of the low cost business model. Unfortunately, in the last few years Ryanair has come under increased media lambasting for alleged inefficiency in service provision (Mulligan, 2008, Creaton, 2007).
8 Pages(2000 words)Case Study
Streetcar marketing communication and Marketing mix
The integration of the marketing communication means that the company has to include all the aspects of the company attributes into the product and all the strategies used in the marketing strategy should convey the same message. Marketing mix is associated with marketing communication and this allows the company to blend its elements of promotion into other operations and the result is more purchases of their services.
8 Pages(2000 words)Case Study
Marketing Communications Strategies
Marketing has moved from customer acquisition (winning new customers) through customer retention (keeping customers for life) towards customer selection (dumping unprofitable customers while selectively seeking and keeping the more profitable ones).
12 Pages(3000 words)Case Study
Marketing Strategies Case Study
My organization is LAP Health and Beauty Pvt Limited and the product is a healthy breakfast substitute called LAP. It is an organic, low fat and high protein diet component for everyone. The organization is in Sydney whereas the manufacturing plan is near soybean plantation.
12 Pages(3000 words)Case Study
Integrated Marketing Communication

The conclusion from this study states that different strategies are used in order to make Austali bikes, one of the successful brands. The main theme which is used is technical strategies. Technical strategies are those strategies with the help of which a brand can work well, can gain the maximum amount of share, can gain attention and also can make any company a strong one.

13 Pages(3250 words)Case Study
Marketing Communication Strategies of UK Supermarkets
Though the well-known marketing mix of the 4Ps (product, price, place, promotion) is a proverbial principle in doing business, it is product-led. The 4Cs model (customer, cost, convenience, communication) has better customer focus. As it is, communication is the final component of the 4Cs model, wherein the customer comes first rather than the product.
12 Pages(3000 words)Case Study
Let us find you another Case Study on topic Communication or marketing strategies for FREE!
Contact us:
Contact Us Now
FREE Mobile Apps:
  • About StudentShare
  • Testimonials
  • FAQ
  • Blog
  • Free Essays
  • New Essays
  • Essays
  • The Newest Essay Topics
  • Index samples by all dates
Join us:
Contact Us