Question

In 2007, Michigan-based Ford Motor Company fell from second to third in U.S. annual vehicle sales for the first time in 56 years. Facing stiff competition from foreign automakers and brand indifference amongst U.S. consumers, Ford appeared to be headed towards turbulent times. However, when marketing and advertising guru Jim Farley joined Ford in November 2007, he brought a number of fresh ideas that helped turn the company in the right direction. Farley quickly found that Americans had become indifferent to the Ford brand, which in his opinion, was worse than disliking the brand. So Farley, along with the rest of the marketing team at Ford, created a campaign that used catchy songs and cheerful images to accompany its line of automobiles. The marketing team at Ford is now heavily utilizing the Internet to promote the new Ford Fiesta, which is the focus of a campaign that has greatly increased the awareness of the Ford Brand. The company has also been stressing the value of buying environmentally friendly cars, a move it hopes will improve the brand's image throughout the world. So far, the moves appear to be working—in late 2010, Ford was once again named the second leading automotive company in the United States, as well as fourth largest in the world. (“Ford Can Fiesta Again.” The Economist, October 28, 2010) (Scenario 10-5) Assuming that Ford's intent behind promoting the use of environmentally friendly vehicles is to appeal to a broad social movement, which of the following methods should the company consider?

Answer 1

Solution –

The intent of Ford is clear on promoting its brand but to use the concept of environmental friendly vehicles and convert it into a broad social movement can be done in the following way –

Step 1 – Spreading awareness through social media on the harmful effects pollution on environment and ecology

Step 2 – On - boarding an NGO that can add weightage to the awareness program

Step 3 – Awareness on what Ford cars can bring for environment and ecology

Step 4 – Allowing people to share their ride experience on social media with Ford cars

Step 5 – Reaching out to onboard the government with the company on this initiative and make Ford a global brand

Step 6 – Making use of search engine optimization strategy to convert this into a mass movement

This systematic effort can convert the Ford car feature on environment friendly aspect into a mass social movement. Its efforts to communicate this feature will control how the coverage of this movement can be expanded.