FORD FIESTA-DIGITAL MARKETING

CAMPAIGN
Group 7
Anuraag Biswas 19/248
Chander Jeet Singh 19/251
Kapil Dev 19/263
Harsh Vaidya 19/143
Varsha Murli 19/296
Abhinav Gupta 19/242
Noel Roychoudhury 19/211

BRIEF ABOUT THE CASE(1/2)

Introduction

Problem
Statement

Competition

Ford introduced Ford Fiesta in the US market in 2009 in an attempt to reposition itself in the
automobile industry.
This launch was an attempt to reintroduce a class B vehicle and company also launched a new
marketing campaign. Ford Fiesta Movement

Major US car manufacturers were infamous for the poor quality and spending habits in the past
years
This resulted in a number of foreign player entering and intensified the competition in the market
and hence it proved to be challenging for Ford to launch a compact car in the market.
Ford therefore want to convince that their smaller and compact cars are equally cool. Also, US car
market had shown a declining trend over the last two decades whereas the prices were on the rise
for the new cars. Also, competition in the market had increased as new competitors entered the
market and car makers were forced to lower the prices due to stiffer competition.
Toyota Yaris, Nissan Versa Hatchback and some of the Honda models were the major competitors of
Ford Fiesta.
Fiesta was placed second in terms of price (costly).
Similar features like seating capacity, second row foldable seats, front wheel drive etc. Fuel
efficiency was also comparable among the cars.
Appearance and aesthetics was the biggest difference between the cars with fiesta being the
sportiest of all.

BRIEF ABOUT THE CASE(1/2)

Company

Industry

Campaign

Henry Ford started the Ford

Motor company in 1903 in
Michigan, US. Ford was the
inventor of the assembly lines in
the automobile industry and the
company reaped huge benefits
courtesy assembly lines as this
production principles enabled
them to master mass
production.
Ford manufactured cars in a
much shorter time and at a
significantly lower costs. With
highly efficient manufacturing
systems in place, Ford was a
force to reckon with at that point
in time the automobile industry
across the world.
Ford is the second largest
automobile manufacturer in US
(and 5th globally). Ford fiesta was
first introduced in the year 1970
but the product failed at that
time.

Traditional communication
channels such as television,
radio, magazines, and
newspapers to raise awareness
of the product. This type of
campaign will run on a timeline
from a few months and would be
very large, therefore also very
expensive.
The new trend in marketing is
focused onviral or buzz
marketing which pay special
attention to the fact that
consumersgive more credibility
to what other fellow consumers
say about products than to
whata company tellsconsumers
about the products they sell.
Forddecided to pursue
amarketing strategy such as
this: it was called the Ford Fiesta
Movement.

Ford Fiesta was to be

reintroduced in US in 2010. But
since most the Fords customer
base was for trucks, its target for
fiesta was very different. It
would include a much younger
population as compared to
Fords current market.
Ford launched the Fiesta
Movement in which 100 youth
with large social media following
were found and lent 100 fiestas
with an invitation to create and
share content based on their
adventures during the missions
chosen by them.
The 100 agents were to spend 6
months on a Fiesta Movement
Missions which featured
activities such as Twitter Taxi
in which twitter account was
used by an agent to let people
know about the free ride service
and that service was provided by
the agent using his fiesta.
Besides, Ford also continued
with the usual test drive
campaigns at colleges, festivals
etc., to woo the young
generation towards Fiesta.

MEASURING THE CAMPAIGN

EFFECTIVENESS
Brand Identification
The main objective of the movement was building familiarity with
the Ford Fiesta and establishing fiesta in the minds of people as a
segment B car. For this the benchmark was set as familiarity to
23% of the persons intending to buy a B segment car. The
benchmark was successfully achieved with the result being 42%.

Website Visitors
The benchmark of 144000 monthly visits, which was based on
historical results of another Ford SUV, was achieved comfortably.

Test Drives
Test drives opted were considered as a measure of effectiveness
campaign was yet another parameter to judge the popularity of
Fiesta Movement.

Original Content generated by the Agents

The Fords goal to post 600 videos in 6 months on youtube and

FiestaMovement.com was achieved in just 2 months with 655 videos
posted on these social media channels.

Share of
voice in Press
which rose to
33% for
Fiesta in just
2 months
92% positive
sentiment
was much
greater than
the
competitors

SWOT Analysis
Strengths

Weakness

Withstood the uncertain economy

Unique ability to analyze the
Presence mismatch with the
markets and create a demand
market sales (Difference of
Close relationships within the
9% and 18% in SUV and Cars
departments
High investment into product
offerings
New initiatives proven successful SWOT
Analysi
Opportunity
s
Fuel efficient technology opens
Threats
up new avenues according to
Economic downturn decreased
market needs
sales
Using Social networking for
Traditional marketing
marketing which is better than
techniques has gone fruitless
traditional ways of marketing
No control over the message
(for younger customers)
which is risky for the brand
New marketing methods to
image of the product
become a customers partner in
social life rather than

RECOMMENDATIONS

POSITIVE OUTCOMES

IMPROVEMENTS

More than 50,000 sales leads

were generated, exceeding
their target of 12.4%

Leads need to be converted

to Sales

97% of these customers were

NEW customers, never having
owned a Ford vehicle before

Use a mixture of both the

campaigns to reach a wider
spectrum of consumers

Efforts to enhance the brand

image in the class B car
segment was definitely
successful

The focus should be more on

VCMs to reach out to their
target markets (youth)
effectively

THANK YOU