Promotional Techniques for Targeting UK Residents

Undertake research into the
current promotional
techniques, targeting UK
residents

Contents
INTRODUCTION.....................................................................................................................................3
Task 1.........................................................................................................................................................3
Overview of the company’s current operations.......................................................................................3
Promotional activity that occurs:.............................................................................................................4
Task 2.........................................................................................................................................................7
Marketing Theories.................................................................................................................................7
CONCLUSION........................................................................................................................................12
REFERENCES........................................................................................................................................13

INTRODUCTION
Promotion refers to an attempt that is made by the marketers of an organization to inform,
persuade as well as remind the consumers in order to influence their opinion. Different
organizations use different promotional techniques in order to create awareness about their
products as well as services among the target audience. The target population across different
markets is different and their needs as well as preferences also vary (Aerts and Smits, 2019). The
organization chosen for this report is Ford, which is an American multinational automotive
company. The company is headquartered in Michigan and was founded by Henry Ford in the
year 1903. The company sells commercial vehicles as well as automobiles under the brand name
Ford. The portfolio explains the promotional activity of the company that occurs at customer
facing touchpoints, in external spaces as well as via digital platforms. The report includes
application of two marketing theories to the company.
Task 1
Overview of the company’s current operations
Ford is a multinational automobile company that sells both commercial vehicles as well
as automobiles. The company is among the widely recognized companies across the world with a
large base of customers. Ford Motors operates across different geographic locations and sells
different types of automobiles. Currently, the company has nearly 186,000 people working in
plants as well as offices across different countries. currently, the company operates in three
segments, Mobility, Automotive as well as Ford Credit (Aronczyk, Edwards and Kantola, 2017).
The Automotive phase is engaged in growing, production, distributing, and servicing the cars,
elements and add-ons of Ford and Lincoln vehicles. The Automotive section is engaged in
growing, manufacturing, distributing, and servicing the vehicles, parts and accessories of Ford
and Lincoln motors. The Mobility phase on the whole includes the development of Ford’s
autonomous automobiles and related groups. The Company additionally holds ownership is Argo
AI, that's a developer of autonomous driving systems, and Spin, which is a micro-mobility
service provider (Ford Motor Company, 2021). The Ford Credit segment is constituted of the
Ford Credit commercial enterprise on a consolidated basis, that's typically car-associated
financing and leasing sports. It can be said that Ford is always focused on enhancing its overall
brand image in the market and thus, engages in different promotional activities.

Promotional activity that occurs:
At customer facing touchpoints (i.e., store/ offices/ reception areas)
Ford uses advertising as the main tactic in order to promote its products as well as
services to the target audience. The most prominent promotional activities of the company
include television as well as online advertisements. As far as customer touchpoints such as store,
offices as well as reception areas are concerned, the sales employees as well as personnel of the
company use personal selling in order to persuade the buyers to make a purchase at Ford
dealerships as well as at other venues (Boyland and Tatlow-Golden, 2017). Window display is
another promotional activity that the company undertakes in order to capture the attention of the
customers as they are walking or driving by the store. This encourages them to visit the store and
take a look on the products that are offered by the company. The staff of the company is one of
the major touchpoints for its customers and thus, the company is focused on ensuring that its
staff is well trained in advanced sales techniques and are aware of the entire inventory as well.
with the help of well-trained staff, the company has been able to gain an increased number of
orders and also, there has been an increase in its overall profitability (Bozkurt and Gligor, 2019).
This has also helped the company in addressing the concerns as well as queries of the customers.
Ford also offers various loyalty programs in its retail stores in order to attract the customers and
encourage them to learn about its products as well as services. The main promotional activity
that the company is engaged in is advertising through different platforms as well as mediums.
Figure 1 Ford Promotions
Source: Ford Privilege Deals & Special Offers, 2021
In external spaces (i.e., advertising billboards)
Promotional activities also take place in external spaces and with advancements in
technology, advertising through billboards has become much more creative and innovative in
terms of content as well as form. Digital billboards have made it easier and possible for the