Table of Contents
1. Objective 2. Scope of Work 3. Rationale 4. Theoretical Framework and Review of Literature i. ii. iii. iv. Promotional Strategy Promotional Mix Message and Media Strategy Communication Model- AIDA
5. Promotion Process For Cars i. ii. iii. iv. v. vi. vii. viii. ix. Selecting the target market Product and Brand Positioning Promotional Decisions Advertising Direct Marketing Interactive/Interactive Marketing Sales Promotion Publicity/Public Relation Personal Selling
6. Ford Fiesta and its Promotions i. Target Market
Adopting offer to suit target segment
Market Competition Strategic Promotion of Ford
7. Questionnaire 8. Analyzed Survey Report of the Questionnaire 9. SWOT Analysis 10. SWOT Analysis of Ford Fiesta 11. Conclusion 12. Bibliography
Chapter 1 Introduction
To study and analyze the elements of Promotional Strategies. Study and analysis of promotional strategies of Ford India for its product Ford Fiesta. Study the customer response regarding the promotions of cars in India.
Scope of the Project
Study the basic aspects of Promotional Strategies such as Sales Promotion, Personal Selling, Advertising and Publicity. Studying the customer response regarding promotions of cars in India through a questionnaire. Study the promotional strategies of Ford Fiesta with all the tools of promotion. Analyze and interpret the responses by SWOT analysis.
Data Collection and Analysis
Secondary data collection from the various car information websites, newspapers, magazines, etc. Primary data collected from a questionnaire designed to target the customer regarding the promotions of cars in India. Analysis of promotional strategies by SWOT analysis by evaluating the Strengths, Weaknesses, Opportunities and Threats of Ford Fiesta by analyzing the responses through the questionnaire.
One of the fastest growing industries in the world is automobile industry. This automobile industry even has its influence on the Indian market. There is an emergence of global automobile players in India, such as Ford, for the past decade and each player have their different promotional strategies to interact customers. This project is an effort to understand these promotional strategies adopted by different automobile companies in India. This project concerns with the study of choosing the 6
most appropriate mix of advertising, sales promotion, personal selling and publicity for cars in India with a detailed study of promotional strategy of Ford Fiesta. This project also targets the customers in India regarding the promotions of cars in India by reviewing and interpreting a questionnaire.
Chapter 2 Literature Survey
Theoretical Framework and Review of Literature
A successful product or service means nothing unless the benefit of such a service can be communicated clearly to the target market. An organizations promotional strategy can consist of:
Advertising: Is any non personal paid form of communication using any form of mass media.
Public relations: Involves developing positive relationships with the organization media public. The art of good public relations is not only to obtain favorable publicity within the media, but it is also involves being able to handle successfully negative attention.
Sales promotion: Commonly used to obtain an increase in sales short term. It could involve using money off coupons or special offers.
Personal selling: Selling a product service one to one.
Direct Mail: Is the sending of publicity material to a named person within an organization. There has been a massive growth in direct mail campaigns over the last 5 years. Spending on direct mail now amounts to £18 bn a year representing 11.8% of advertising expenditure (Source: Royal Mail 2000). Organizations can pay thousands of...