Ford focus turnier business plan

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Ford focus turnier business plan

Have an opinion about this story? Click here to submit a Letter to the Editorand we may publish it in print. The global marketing campaign for the Ford Focus compact car, including that for the U. The marketing campaign for the U.

Focus has begun, ahead of a sales start in the spring. The Focus is in many ways a logical car for a global marketing campaign. It was developed globally for markets around the world.

Ford says all future vehicle launches will follow a similar approach, with one central group in a chosen region heading the marketing effort around the world for that vehicle.

ford focus turnier business plan

The result, Farley predicts, will be a better and more consistent message across markets and lowered costs. But it is a radical departure for Ford. Ford already tested the approach with the Fiesta. Turn down the sound The single global campaign for the Focus started with a question.

The Focus TV spots had to convey premium despite its compact-car status, Farley says. The automaker is positioning Ford as a more aspirational brand after selling the Volvo and Jaguar brands.

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We need to make the transition for customers to look at these cars as premium," Farley says. They also happen to have global approaches -- one campaign for the world.

Just the film itself and the portrayal of the product is premium. The resulting 50 Focus TV spots feature the same technology and message no matter where they are aired around the world. Inshe met with Focus designers and engineers in Germany. Saving money The economic downturn pushed marketers to embrace any strategy that saves money, and going global should cut costs.

Typically, each region and operating group -- including design, marketing and public relations -- takes it own set of photos to support a vehicle launch.

Farley insisted that all photo requests for the Focus be handled by a single photo shoot. He got requests for photos. A few differed, asking for a city-street scene, say, rather than a country-road backdrop. But the marketers had what Venn called a "road to Damascus moment, when we realized there was so much duplication" among the requests.

Production costs, which cover photos, printing and so on, make up 5 to 10 percent of the usual vehicle-launch ad budget.

Ford's global marketing plan starts with Focus

By eliminating the duplication, Ford cut those costs by 70 percent, Farley says. The savings are spent putting more ads in front of shoppers. The Focus is nearly the same for the U.

ford focus turnier business plan

After acquisitions and mergers, WPP handles all Ford advertising. The recession forced marketers to embrace any approach that saved money.Note: X Plan pricing information is not available on all Ford websites.

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In addition, some vehicles, trims or options you select may not qualify for X Plans. Also, some dealers may choose not to participate in X Plan pricing.

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