Marketing Project

This marketing project discusses the background of Ford motor company, the promotional mix and activity of the company, marketing theories, and more. It focuses on the strategies and techniques used by Ford motor company to promote its products and services.

Marketing Project

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
Background of Ford motor company..........................................................................................1
Promotional Mix and Activity of Company................................................................................2
TASK 2..........................................................................................................................................11
Marketing Theories...................................................................................................................11
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................15

INTRODUCTION
Marketing signifies business processes that help in improving relationship & also focus is
on satisfying user by exchanging value. It is a process that involves examining, advertisement
and also promotes products and services. In this project, the Ford motor company is undertaken.
It is American International automaker and it’s headquarter is in Dearborn, Michigan, U.S. This
company was founded by Henry Ford in year of 1903. In present assignment, there is a
discussion regarding policies of promotion mix that is undertaken by organisation during
particular phase of time period. The promotional mix is useful in promoting goods and services
by adopting various methods like internet, media, public relation and many more. In this report,
there is a discussion regarding various models that helps in connect with user such as AIDA &
communication process. Promotional mix is considered as effort & contribution of marketer in
order to inform individual person in targeting their market in respect of product & also
encourage them to involve in exchange (Bonaparte, 2019).
TASK 1
Background of Ford motor company
Ford motor company is undertaken. It is American International automaker and it’s
headquarter is in Dearborn, Michigan, U.S. This company was founded by Henry Ford in year of
1903. It is determined as American International automaker organisation founded by Henry Ford
in year of 1903. The organisation marketing automobiles as well as commercial vehicle under
brand of Ford and also they provide most superior & luxurious car under the name of Lincoin
brand. There are different kinds of products such as automobiles, luxury vehicle, Auto motive
parts, pickup, trucks and many more provided to its customers for satisfying their need. There are
around 1, 90,000 employees execute their work within organisation during particular phase of
time period. Ford is determined as a second biggest U.S based automaker and determined as a
fifth biggest in world depend upon 2015 vehicle manufacturing. In end of 2010, Ford becomes
fifth biggest automaker in country named as Europe. The income of Ford motor company is
around $574 million during the particular phase of time period.
Promotion is considered as effort & contribution of marketer in order to inform
individual person in targeting their market in respect of product & also encourage them to
involve in exchange. Promotion mix is determined as an integration of public relation, direct

marketing, person selling & advertisement. Therefore, the marketing team needed to determine
question that must be balanced combination of overall promotional tools. It is analyse that it is
determined as superior method of assigning budget for different component of promotional mix
to achieve superior outcome & they also confront challenges for marketer during particular phase
of time period. Therefore, Ford can increase market share of its present product by integration of
sales, advertisement, competitive strategy related to pricing and so on. Thus, the organisation
should adopt internal strategy of promotion by launching loyalty scheme and increase use
through present customer. The Ford motor company focuses on adopting word of mouth
marketing, due to lack of competent subordinate, budget constraints as well as digital marketer.
In addition to this, the Ford Company has wider portfolio that help in achieving competitive
advantage of over rivalries in Marketplace by using different kind of promotional campaign.
They organised marketing campaign in order to increase their sales in future period of time. As
per expert, brand revolves into message of marketing that promote sustainability strategy during
particular phase of time period.
Promotional Mix & Activity of Company
The promotional mix is determined as an integration of promotional tool adopted by
organisation. There are various elements related to promotional mix which Ford motor used that
is going to be mentioned below:
Advertisement is determined as a marketing tactics that determining paying for
promoting product and its services. Their goal or objective is to reach to ample of individual
person who is ready to pay for particular product as well as services of organisation. Ford is
determined as an American International automaker organisation that provides different kind of
product such a luxurious car, automotive parts in order to satisfy its customer. In addition to this,
the organisation operates differently for executing its functions in proper way (Galli and Kaviani,
2017).
Public relation it is considered as a practice of handling information that is a spread
between individual person & organisation. The Ford Motors organisation need to be
demonstrates broad public consultants that signify as a challenge for business organisation to
neglect spotlight media. In addition to this, the organisation provides PR support in order to
launch innovative outlets. Therefore, it is analyse that chosen organisation focuses on offer
goods at relatively less price in order to satisfy need and want of customer.

Sales promotion it is determined as a process of influencing user to buy products. The
Ford motor company adopt loyalty scheme for promoting sales of organisation and also it is
helpful in retaining user for a longer period of time.
Personal selling arises when the representative connect with its potential user for
increasing sales. Herein, the subordinate of Ford motor company focuses on promoting sales by
offering discount to its user.
Direct marketing is linked with marketing product directly to its user in order to satisfy
them. For direct marketing, the Ford motor adopt newsletter.
Internet marketing it is assess that marketing focuses on adopting email to increase
their sales in future period of time. Ford Motor relies on social media in order to communicate
with its user and also increase reputation during particular phase of time period. The organisation
also preferred to improve in social buzz in order to execute promotion.
Sponsorship herein, the CSR is connected to how company handle processes of
organisation to produce whole favourable effect on society. The Ford motor is adopting
sponsorship and traditional media in order to promote its leadership in mobility sector.
Inside stores
It is the way of generating promotional process project inside outlet when user is come
for purchasing purpose of product and services. Herein, the personal relation is useful in
generating awareness regarding loyal user (Halme, 2017). There are various tool adopted inside
the outlet for promoting goods and services that is going to be mentioned below:
Layout this is determined as a way in which item are put in outlet. The proper structure
imposes direct effect on mindset of user regarding buying goods. Therefore, the atmosphere of
Ford motor company is such as video walls with dynamic display of window and many more.
Thus, Merchandise appears slope in reference of product are displayed.
Layout of Ford motor company

Services- The Ford motor company provide various services inside outlet to user such as
positive ambience, good subordinate behaviour, sitting facility and many more. It is determined
as a greater promotion method and offer favourable experience to its user (Jolly, Othman and
Ahmdon, 2016).

Special offers- Ford motor adopt different kind of promotional tool as it provide special
offer in different occasions. It aids assistance in attracting large number of customer and
increases sales of organisation (Ngo, Lohmann and Hales, 2018).

(Source: Special offers of Ford motor company)
New launches: The marketer of Ford Company focuses on launches different kind of
model of cars such as Ford Kuga, Ford EcoSport for satisfying need and wants of customer. It is
helpful in increasing sales and profit margin of company in future period of time (Malhotra and
Dash, 2016).

(Source: New launches of Ford motor company)
Staff- The action of subordinate of Ford motor company is determined as positive for
user. It is important instrument in organisation. The appropriate staff can make buying of product
and services that is convenient and also encourage individual person. They treat individual
person in very good way in order to attract them towards the organisation. It is helpful in
increasing sales and profit margin of company in future period of time (Kerrigan, 2017).
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(Source: Staff of Ford motor company)
Atmosphere- it is connected to internal environment of company where
subordinate performs their work. This is better enough in order to perform work by its employees
in an appropriate manner. Their focus is on maintaining favourable relation among manager as
well as employees through which they provide better services to its user. It is helpful in
increasing sales and profit margin of company in future period of time
Porter generic strategy
The significance of business organisation is to achieve competitive benefits around
selected scope of market. There are various Porter strategies like differentiation & cost.
Therefore, the Ford motor company focuses on adopting cost leadership strategy in order to
provide products and services at reasonable price. The organisation focuses on providing
products and services at reasonable price in order to attract user and increases market share.
Customer relationship management (CRM)
It is a method adopted to control relationship among business and its user. It requires
adopting data analysis on organisations to increase relation with customer and their focus is on
increasing concentration in managing its interest and increase growth in sales. Therefore, the
Ford motor company focuses on maintaining strong relation with its user by offering them
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luxurious car in relatively low cost. Their purpose is to search method to attract user that help in
increasing market share of organisation.
STP (segmentation targeting and positioning)
It is considered as a familiar method in modern marketing process that is helpful in
improving plan related to market communication. As, it helps marketer to give prioritise
preposition and improve relevant message that help in increasing engagement of different
audience. The Ford motor target youth peoples between the ages of 25-45 (Park, 2020).
Position in Market
The Ford motor company positioned as a low-cost rivalries with emphasis on its function.
Its rivals are competing with chosen company that is depending upon low cost such as Honda,
Toyota and many more. Ford motor company focuses on providing luxurious car with new
features that helps them in competing with its rivalries.
Away from store
Promotional technique is useful in attracting user towards goods and services of
organisation make them trustworthy and achieving competitive advantage at marketplace. The
Ford Company adopt internal strategy related to promotion by launching loyalty scheme and also
increase usage by prevailing user. Therefore, the ford motor has wider portfolio that help in
increasing marketing success of organisation and achieving competitive edge by promotional
campaign. Therefore, the Ford Motors focuses on informing individual person regarding their
new launches of car during the period of time.
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(Source: Advertising campaign)
Digital Promotion Techniques
It is determined as a component related to marketing that adopt online as well as internet
based Technology. The Ford motor company provide luxurious car in order to increase sales and
as well as profit margin. Digital is considered as an inherent part of tactics and provide different
kind of luxurious car to its customer in order to satisfy them. Their main purpose is to using
digital media in order to attract ample of customers towards their services (Rasul, 2017).
Ford motor website
It is an appropriate method that organisation can use for keeping in touch with user. By
using this website, the organisation display latest news regarding their new launches. Therefore,
it is helpful in increasing awareness of user regarding product and services given by firm.
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(Source: Website of Ford motor company)
Social media- It is appropriate method to reach to user at international level. The
organisation adopts Instagram, Twitter as well as Face book. They post various video & picture
that offer advice to its user regarding new luxurious car. The individual person also provides
their opinion on Face book and the comment of individual person improve favourable and
adverse effect on other individual person.
(Source: Ford motor company on Face book)
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(Source: Customer's review regarding Ford motor company)
Different Theories Used By Primark
Push and pull strategy push marketing must be connected to promoting specific goods
to audience that help in searching or identifying something relevant. In addition to this, their
focus is on using promotion techniques to improve user demand in respect of product. They
focus on marketing goods to its user by using different distribution channel. The pull strategy is
determined as those strategy in which organisation implements their work, influence user in
respect of product. Herein, their objective is to make user seek product and the management
focus is on satisfying need of user. Both strategies are adopted by organisation for increasing
profit and market share by fulfilling need and want of customer (Farris, 2016).
Above/ below line
Above line advertisement involve activity of advertisement that are determined as a non-
targeted and have wider reach. ATL communication helps in improving brand and also provides
information to consumer in respect of product. Herein, the marketer focuses on increasing user to
visit outlet and take. This type of strategy assists organisation to reach towards large audience
and improve visibility towards brand. The organisation organised activity of company related to
advertisement at global level.
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TASK 2
Marketing Theories
There are various method related to promotion that is adopted by organisation to increase
awareness of user during the period of time. The promotion is determined as appropriate method
that helps in increasing awareness of user and provides specialisation regarding goods and
services and the main focus is on prevailing them in an appropriate manner. There are various
theories that are adopted by organisation are given below:
AIDA model
It signifies attention, interest, and desire as well as action model. It is determined as a
advertisement appropriate model that signifies level that individual person go through during
purchasing products and services. In addition to this, it is adopted in selling strategy in relation to
public relation and also digital marketing. It also aids assistance in analysing the process of
communication involved that assist user in choosing brand. AIDA model is determined as a
successful because it aids assistance in making product in taking decisions related to product.
The organisation adopt AIDA model according to their need that is going to be mentioned
below:
Attention herein, they emphasize on generating awareness regarding brand. They apply
this model to attract large number of user by implementing different advertisement method.
Interest it is significant stage because if user feel that good possess no meaning and they
do not search enough that they have no interest to buy product. Therefore, it is important to offer
message related to product in customised way that assists in attracting audience (Jenson, Doyle
and Miles, 2020).
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(Source: AIDA Model)
Desire herein, the organisation focuses on consumer in compare their product with its
rival firm. In this phase, the chosen organisation can improve desire in front of user by providing
product is showing them to attracted user. Therefore, the interest is transformed in desire as user
need product and wants to buy.
Action lastly, the consumer focuses on taking decisions regarding buying of goods.
Therefore, this stage generates demand for product in super market demand during the period of
time. Herein, the user purchases luxurious car and also builds demand in front of customer.
Herein, the company get success and finally user purchase product (Kerzner, 2018).
COMMUNICATION MODEL
It is determined as a systematic process that helps in increasing understanding how
communication executes. There are various component involved in communication model that is
going to be mentioned below:
Sender in this process the sender focuses on sending message to receiver. Ford motor
company is determined as a sender and they send message to manufacturer, distributor as well as
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Illustration 1: AIDA Model

consumer. This is depending on company to whom they send message. This level effectiveness
or appropriateness is that they have a clear idea regarding aim as well as objective.
Messages this is determined as information which is assigned by using different source. The
business organisation send message for increasing awareness regarding products & services. The
manager of chosen organisation sending message is understandable by other person in proper
manner.
Encoding this signifies the message sent by sender is encoded in context of gesture as well
as pictures before they want to convey. The manager focuses on providing message that is
encoded for maintaining better understanding. It helps in transforming message in images in an
appropriate manner.
Media message which is encoded is transmitted in this level by using social media channel.
For sender, it is oral as well as in written form. In addition to this, medium is determined as an
internet, email that is chosen is convenient. Therefore, the organisation adopts media to sender
that coded messages for appropriateness and this help in saving cost and it's time.
Decoding: herein, the symbols are encoded are transformed as well as an encoded by
sender. It helps in making it easier to understand message by sender ( Newman, Peck and
Wilhide, 2017).
Receiver is the person for whom sender sent message to its user and they are considered as
owner of message. Ones message gets received by user then sender focuses on sending them,
then communication is successful.
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Feedback in this level, the recipient focuses on confirming that they receive messages and
finish process of communication. In addition to this, the receiver replies to sender after receiving
it regarding understanding level of message.
Noise is determined as an obstruction that is caused by sender, receiver as well as message
in process of communication. There are noise arise like bad connection of telephone not properly
understand the message and many more (Spiller and Tuten, 2019).
CONCLUSION
On given report, it has been analysed that marketing signifies business processes that help
in improving relationship & also focus is on satisfying user by exchanging value. It is a process
that involves examining, advertisement and also promotes products and services. The
promotional mix is useful in promoting goods and services by adopting various methods like
internet, media, public relation and many more. In this report, there is a discussion regarding
various models that helps in connect with user such as AIDA & communication process.
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REFERENCES
Books & Journals
Bonaparte, Y.L., 2019. Sustainable outcomes of an experiential learning project in a principles of
marketing course. Journal of Global Scholars of Marketing Science, 29(1), pp.7-14.
Farris, P.W., 2016. Marketing metrics. Pearson Education India.
Galli, B.J. and Kaviani, M.A., 2017. Are project management and project life cycles affected by
marketing and new product development?. The Journal of Modern Project
Management, 5(1).
Halme, J., 2017. Discursive construction of the legitimacy of a place marketing project: The case
of North Karelia. Journal of Place Management and Development.
Jenson, I., Doyle, R. and Miles, M.P., 2020. An entrepreneurial marketing process perspective of
the role of intermediaries in producing innovation outcomes. Journal of Business
Research, 112, pp.291-299.
Jolly, B., Isa, F.M., Othman, S.N. and Ahmdon, M.A.S., 2016. The influence of management
capability, marketing capability and competitive advantage on Malaysian construction
project performance. International Review of Management and Marketing, 6(8S).
Kerrigan, F., 2017. Film marketing. Routledge.
Kerzner, H., 2018. Project management best practices: Achieving global excellence. John Wiley
& Sons.
Malhotra, N.K. and Dash, S., 2016. Marketing research: An applied orientation. Pearson,.
Newman, T., Peck, J. and Wilhide, B., 2017. Social media in sport marketing. Routledge.
Ngo, T., Lohmann, G. and Hales, R., 2018. Collaborative marketing for the sustainable
development of community-based tourism enterprises: voices from the field. Journal of
Sustainable Tourism, 26(8), pp.1325-1343.
Park, S., 2020. Marketing management (Vol. 3). Seohee Academy.
Rasul, T., 2017. Relationship marketing and the marketing productivity paradigm. The Journal
of Developing Areas, 51(1), pp.423-430.
Spiller, L. and Tuten, T., 2019. Assessing the pedagogical value of branded digital marketing
certification programs. Journal of Marketing Education, 41(2), pp.77-90.
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