Ford Motor Company Marketing Strategies and Promotional Mix Project

This report undertakes a comprehensive analysis of Ford Motor Company's marketing strategies, focusing on its promotional techniques, customer relationship management, and digital marketing approaches. The project begins with an introduction to Ford's background, including its founding and current market position, followed by an examination of its promotional mix, covering advertising, public relations, sales promotions, personal selling, direct marketing, internet marketing, and sponsorship activities. The report then delves into the marketing theories, including the AIDA model and communication processes, to understand how Ford connects with its target audience. Furthermore, it explores various aspects of Ford's marketing efforts, such as its website, social media presence, and customer relationship management (CRM) strategies. The report also includes a discussion on Porter's generic strategies, STP (segmentation, targeting, and positioning), and promotional techniques, including digital promotion strategies. The analysis covers promotional activities at customer touchpoints, in external spaces, via digital platforms, and through third parties. The report aims to provide a detailed overview of Ford's marketing practices and their effectiveness in the competitive automotive market.

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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