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The Ford Fiesta

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About Ford
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The Ford Motor Company (also known as Ford) is an American multinational automaker headquartered
in Dearborn, Michigan, a suburb of Detroit.
It was founded by Henry Ford and incorporated on June 16, 1903. The company sells automobiles and
commercial vehicles under the Ford brand and most luxury cars under the Lincoln brand. Ford also owns
Brazilian SUV manufacturer, Troller, and Australian performance car manufacturer FPV.
In the past it has also produced tractors and automotive components. Ford owns a 2.1% stake in Mazda
of Japan, an 8% stake in Aston Martin of the United Kingdom, and a 49% stake in Jiangling of China.
It also has a number of joint-ventures, two in China (Changan Ford Mazdaand Ford Lio Ho), one in
Thailand (Auto Alliance Thailand), one in Turkey (Ford Otosan), and one in Russia (Ford Sollers).

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Objective
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• Since Ford discontinued their subcompact cars manufacturing after Aspire in 1997 they
want to enter in to the Subcompact car market through their new car FIESTA which is
successful in European Contries. Fiesta will be launched 18 months from the time they
planned for the Fiesta Movement Campaign ( FMM) . Since they are not in compact car
market in US for some time they would like to know whether it will be acceptable by car
lovers in US. Meanwhile they don’t want to invest huge amount for promotion but to
reach and identify the right audience for their product. The primary objective is to
convince the young American who is the first time new car buyer and also to generate
interest for the sub compact and educate them on functional and psychological value in
sub-compact car.

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Challenges
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• Marketing to millennial
• Doubts from internal sceptics
• No models in the showroom
• Control over what Agent says about the car
• Concern over a serious accidents
• Concern over criminal activities

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Analyse Ford's marketing strategies for the fiesta in US to
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overcome challenges.

• Planned to select 100 people whom they can offer Fiesta for 6 months to drive and experience.
• Over 4100 people were selected for the free drive out of which they have selected 100 people who are socially
vibrant, unique and tell story with good networking and have more than 1000 followers in Social Media.
• The 100 people whom they have selected will be called as “The Agents” and they were given a mission to complete in
the exchange of using the car for Six months.
• Each month they will have a different mission like for example,” Style & Design”, where the fiesta is wrapped in a
custom paint job or in the form of tattoo.
• Agents have to create a video on each theme they were assigned and write content on the same and make them
completely engage in the social media to build up fiesta content featuring Fiesta every month.
• The other component of the campaign is to give Test drive to more than 100000 people across 100 cities of United
States & Canada with in a period of time and capitalize the buzz around fiesta they created.
• the plan was to make all this content go viral and get more than 10,000 people across 100 cities of United States &
Canada to sign up for a test drive of the Ford Fiesta.

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How is fiesta movement performing by the metrics reported in the case?
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used?
• The reported metrics are not well defined and reflect the actual performance of the Fiesta Movement.

• The other metrics should be considered to evaluate the actual performance of the company.
• Their content was not always about the car. It should have been more focused on specific features of the
vehicle.

• The agent should have been asked to describe or demonstrate the vehicles advantages or stay with the
course.

• If ford had tried too hard to shape the efforts of the agents, it would surely dilute the feeling of
authenticity that permeated the movement. No one on the team could be sure that the first two months of
positive trends would translate into purchase.

• However, the ultimate measure of success would be fiesta sales.

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Is the campaign under control? What are the controls?
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• The company did various marketing activities to approach the target market through an online
advertisement, video-sharing and by contacting other social networks to promote the product and
increase the strength of customers.

• The campaign control convinced the target market; parents or the decision makers who concern for the
safety and young drivers who fall under the age between 16-24 and young professionals to feel
comfortable and to drive safely. On the other hand, the vehicle should have more fuel saving efficiency
and would provide better average as compared to other models.

• Furthermore, another control was the social websites that created awareness among the buyers and
helped to make the decision. Also, the social media and the viral marketing were the primary controls of
the product, which measured the response of the customers.

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Are you satisfied with the reach of the campaign?
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• Yes, the reach of the campaign is satisfactory. It can be inferred from the attached table, that the
campaign has captured the market very well. The perception on the Ford brand was increased .The aimed
benchmark of the fiesta also increased by 19%.
• In press mentions of B segment cars during may and june, fiesta led with a 33% share of voice ahead of
Honda fit, Toyota Yaris and Nissan Mirza.
• 50,000 sales leads achieved
• Pre-launch brand awareness in 38% of target audience
• Content generated: 4000+ videos, 5000+ photos, 7000+ tweets, 600+ blog mentions, 1.8 million
followers on Facebook and 206,000 followers on Twitter
• 23,000+ units of Fiesta sold in the second half of 2010, and 69,000 units in 2011

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Brand Perception
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What is your advice to Chantel Lenard? Continue the same strategy or make
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changes?
• The campaign sparked huge engagement on social media, and the user generated content then formed the basis for
the company’s TV spots and print ads. It generated brand awareness prior to launch, influenced the minds of a
difficult-to-reach audience and helped push car sales up after launch.

• Their content was not always about the car. It should have been more focused on specific features of the vehicle.

• The company should require more hard work and marketing efforts to make the product successful so as to compete
against the competitors, however initially it be high and there would be minimum profit but once the product reaches
maturity, it would increase the portfolio of the company and it would increase the capabilities to avail the opportunity
and expand the business.
• The management should be more focused and conscious towards the product’s features and its service to achieve
customer satisfaction and increase their loyalty towards the company.

• The way they advertised the product and approached the social media to promote the product was time taking
process however, the strategy was impressive and would possibly lead towards the success of the brand because of
having the interest to benefit the customers and fulfil their needs.

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THANK YOU !!!

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