Communication or marketing strategies Case Study

Communication or marketing strategies - Case Study Examplethither atomic number 18 three basic objectives behind communication strategy. These are to create awareness about the instigant, to shape the consumers outlook towards it and also to stimulate her purchasing sprightliness towards the brand. This process has become significantly more than important nowadays collect to influx of huge numbers of alternative products in any category and due to the ever increasing number of choices in front of the consumer in the automobile industry the situation is not any different. So to entice the consumer towards a brand and to excite her to buy the product, then making sure that she stays on with the brand and makes a repeat purchase are some of the fundamental absolute objectives of any communication strategy. (Vos M., Schoemaker H., Rusland G., 2004). crossroad Motor Company was established in the year 1919 in US. The society produces a range of automobiles from cars to trucks and b uses under brands like Ford, Lincoln, Mercury, Volvo. The company also deals in financial services, the prominent among them being Ford Motor Credit Company also know as Ford Credit. (Full Description, April 2009)Under Cars the brands are Focus sedan, Focus Coupe, Fusion Mustang and Tauras.I n Hybrids the brands are Fusion hybrid an Escape hybrid. The crossover brands are Taurus X, Flex and Edge. SUVs comprise of Escape, Sport Trac, transit and Explorer. The trucks range consists of Ranger, F-150, F-250 Super Duty, F - 450 Super Duty and E-Series.Important marketing campaignsImportant marketing campaigns in recent times objectives, target and strategies Bold Moves work - In 2006 May, Ford launched a new campaign under the concept Bold Moves to inspire buyers to recognize and appreciate the companys blunt new image. The campaign uses famous singer Kelly Clarksons music with images and video portraying cars and buyers. The goal behind the campaign has been to change the mindset of the consumer towards Ford vehicles which accept not been selling in large number. Critics have argued about the campaign pointing out that only a coarse campaign would not be making any difference rather a bold product portfolio would help the company in notching up sales. Some experts said that the company had launched the campaign keeping in mind the future also. They said Ford might be using this campaign to make the consumer ready for its future launch of bold vehicles. JWT Marriott was the agency behind the campaign and they claimed that the campaign was a foresighted term one with a complete turn around of the brand on their minds. The turn around effort was termed the Way Forward by the company.( Fords bold moves fall flat with viewers, August 2006) The Bold Moves campaign was used massively for the Ford crossover vehicle the new EDGE. The company planned to spend more than $100 million behind advertising for the EDGE model. The campaign consisted of television ads on vari ous language TVs which included English, Chinese, Korean, Spanish, etc. famous singer Beyonce Knowles was roped in for singing in the ads.