Slogan : Bold Moves, They

Happen

Ford Motor Company is an American multinational corporation and the

world's third largest automaker based on vehicle sales in 2005. Based in
Dearborn, Michigan, a suburb of Metro Detroit, the automaker was founded
by Henry Ford and incorporated in 1903. Ford now encompasses many
global brands, including Lincoln and Mercury of the US, Jaguar, Aston
Martin and Land Rover of Great Britain, and Volvo of Sweden. Ford also
owns a one-third controlling interest in Mazda.

Ford has also been one of the world's ten largest corporations by revenue and
in 1999 ranked as one of the world's most profitable corporations. However,
in recent years, it has not fared as well and has not gained market share in
North America since 1995.[3]

Ford introduced methods for large-scale manufacturing of cars and large-

scale management of an industrial workforce, especially elaborately
engineered manufacturing sequences typified by moving assembly lines.
Henry Ford's combination of highly efficient factories, highly paid workers,
and low prices revolutionized manufacturing and came to be known around
the world as Fordism by 1914.

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Ford’s Journey to India
The very first mass produced vehicle was the model T.built in 1908, in Ford
plants around the world. Ever since the company has been coming out with
models with breakthrough technology. Now the company stands tall among
all automobile manufacturers and now houses some of the world’s most
favourite brands of cars. If there is anything that’s made this possible its
Ford’s “Can Do” philosophy. The philosophy that triggered Ford’s growth
worldwide. In India, this is reflected in the company’s sprawling, 350 acre
manufacturing plant in Maramalai Nagar near Chennai.A project that has
been set up with a investment of Rs.1700 crore. Ford India Limited is a
subsidiary of Ford Motor Company, currently Ford has a 78% stake, which
is going up to 92% soon. The Maraimalai Nagar Plant of Ford India Limited,
located roughly 45k.m.from Chennai, provides employment to over 20000
people.

The plant has the capacity to manufacture 1,00,000 vehicles per annum,
equipped with state-of-the-art vehicle manufacturing technology from Ford.
Presently offering seven different models, Ford India Limited (FIL) is
catching up fast with the Indian consumer. Looks like FIL is all set to
conquer the Indian market like rest of the world.

Ford came to India in 1998 with its Ford Escort model, which was later
replaced by locally produced Ford Ikon in 2001. It has since added Fusion,
Fiesta, Mondeo and Endeavour to its product line.

2
Product Mix of Ford India
A product mix (also called product assortment) is the set
of all products and items that a particular marketer offers for
sale. For eg: at Kodak, the product mix consists of two strong
product lines: information products and image products. At
NEC (Japan), the product mix consists of communication
products and computer products.

Ford has basically five Cars in India as its Product Mix. They are as follows:

 FORD IKON FLAIR

ABOUT THE CAR:

Ikon Power & Performance

The Josh Machine has been optimized to match local driving conditions,
with a strong emphasis on durability and minimal requirements for
maintenance. The Josh Machine has been optimized to match local driving
conditions, with a strong emphasis on durability and minimal requirements
for maintenance

Engine
1.3 L Rocam Petrol that generates 70PS @ 5500 rpm and 105 NM of torque
@ 2500 rpm. It has a computer controlled engine management - EEC V - for
improved power and fuel efficiency. The Sequential Electronic Fuel
Injection (SEFI) plays a vital role in emission control by injecting metered
quantities into the inlet tract for each cylinder at the optimum point in the
combustion cycle.

3
Standard Comfort and Convenience Features
Power Steering and Power Windows.

Air-conditioning
The Ikon's air-conditioning system operates with environment friendly
refrigerant R134A with no chlorofluorocarbons (CFCs). The air-conditioning
system is integrated with the ventilation system and heater - optimal for
India's extreme climate. The Ikon is the only car in its segment with a
dedicated AC vent for its rear seat passengers.

Central locking
Central locking is offered as standard across all the variants and can be
operated using the key on either of the front doors. The remote locking fuel
filler cap is connected to the central locking on all the series.

Ford India – Ikon Flair

On road prices *
Registration Registration
Ex- & Service & Service Comprehensive Total Total
City
Showroom Charges Charges Insurance (Individual) (Company)
(Individual) (Company)
Ahmedabad 502,107 23,829 45,758 18,290 544,226 566,155
Bangalore 497,000 53,205 N.A. 17,881 568,086 514,881
Chennai 498,528 34,300 N.A. 17,845 550,673 516,373
Hyderabad 503,018 45,275 N.A. 18,942 567,235 521,960
Mumbai 501,300 40,441 75,532 18,587 560,328 595,419
Pune 503,472 23,039 63,317 18,277 544,788 585,066
Thane 478,000 38,810 72,270 17,302 534,112 567,572

NOTE: Other Models of Ford Ikon Like Ford Ikon Nxt are being
discontinued.

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 FORD FIESTA

The Ford Fiesta is a car engineered globally for India. Take a close look at
what makes the Fiesta unmatched in driving dynamics, technology, comfort
and styling.
Safety Features for the ultimate sense of security
The Fiesta was designed from the inside out. The result is more space than
sedans available in the segment. The overall interior design takes advantage
of the additional width of Fiesta's body structure, providing comfort for five
adults in the passenger compartment.
Fida Over Styling
Contemporary automotive design that perfectly combines style and solidity.
That's the Fiesta for you. With a powerful grille, a muscular bonnet, flared
wheel arches, meaty side panels and ornamental headlamps and tail-lamps,
the Fiesta effortlessly mixes brawn with beauty. Get used to heads turning in
your direction.

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PRODUCT LINE OF FORD FIESTA

Fiesta 1.6 Duratec ZXI

Fiesta 1.4 Duratec EXI

Fiesta 1.6 Duratec SXI Fiesta 1.4 Duratorq EXI

Fiesta 1.4 Duratorq SXI

Fiesta 1.4 Duratorq ZXI

6
FORD INDIA - Fiesta 1.4 EXI

On road prices *
Registration Registration
Comprehensive Total Total
City Ex-Showroom & Service Charges & Service Charges
Insurance (Individual) (Company)
(Individual) (Company)

Mumbai 605,500 47,735 90,120 22,235 675,470 717,855

Thane 577,200 45,754 86,158 20,678 643,632 684,036
Vashi 577,200 45,754 126,562 20,678 643,632 724,440

FORD INDIA - Fiesta 1.4 ZXI (TDCi)

On road prices *
Registration Registration
Comprehensive Total Total
City Ex-Showroom & Service Charges & Service Charges
Insurance (Individual) (Company)
(Individual) (Company)

Mumbai 763,000 58,760 112,170 27,748 849,508 902,918

Thane 727,300 56,261 107,172 25,785 809,346 860,257
Vashi 727,300 56,261 158,083 25,785 809,346 911,168

FORD INDIA - Fiesta 1.6 SXI

On road prices *

Registration Registration
Comprehensive Total Total
City Ex-Showroom & Service Charges & Service Charges
Insurance (Individual) (Company)
(Individual) (Company)

Mumbai 737,600 56,982 108,614 28,206 822,788 874,420

Thane 703,300 54,581 103,812 26,220 784,101 833,332

Vashi 703,300 54,581 153,043 26,220 784,101 882,563

 FORD FUSION

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Interiors and Comfort
The Fusion's compact exterior is, in fact, wrapped around a highly
comfortable interior. Plush seats, ample headroom, a wide choice of stowage
locations and an eye for convenience transform the interior into a highly
desirable place to be in

Flexible Interiors

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With the 60:40 rear split folding seats, the boot space can expand from the
normal 337 lts. to a cavernous 1175 lts. Which means, if you need to take
your labrador to the vet, you won’t find yourself short on space.

Driver and Passenger Comfort

A higher seating position delivers a great view and a feeling of security and
control. And makes it easy to get in and out of. There's also a Tilt-adjustable
steering column for that perfect posture; whether you're in rush-hour traffic
or cruising down the highway. The wider body and taller stance translate to
comfortable seating for five adults with sufficient headroom, legroom and
shoulder room.

FORD INDIA – Fusion

9
On road prices *
Registration Registration
Comprehensive Total Total
City Ex-Showroom & Service Charges & Service Charges
Insurance (Individual) (Company)
(Individual) (Company)

Bangalore 623,000 72,530 N.A. 23,345 718,875 646,345

Mumbai 600,000 47,350 89,350 23,158 670,508 712,508
Pune 624,000 28,210 78,150 23,557 675,767 725,707
Thane 572,100 45,397 85,444 21,543 639,040 679,087

FORD INDIA - Fusion (ABS)

On road prices *
Registration Registration
Comprehensive Total Total
City Ex-Showroom & Service Charges & Service Charges
Insurance (Individual) (Company)
(Individual) (Company)

Bangalore 727,000 83,970 N.A. 27,091 838,061 754,091

Mumbai 766,000 35,997 97,277 29,571 831,568 892,848
Pune 730,000 32,450 90,850 27,474 789,924 848,324
Thane 730,000 34,557 92,957 27,533 792,090 850,490

FORD INDIA - Fusion +

On road prices *
Registration Registration
Comprehensive Total Total
City Ex-Showroom & Service Charges & Service Charges
Insurance (Individual) (Company)
(Individual) (Company)

Bangalore 698,000 80,780 N.A. 26,046 804,826 724,046

Mumbai 736,000 34,797 93,677 28,490 799,287 858,167
Pune 700,000 31,250 87,250 26,394 757,644 813,644
Thane 702,000 33,437 89,597 26,553 761,990 818,150

 FORD ENDEAVOUR

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Endeavour Comfort & Convenience
While the exterior is built to brave the elements, the interior offers you
extraordinary comforts. It is an exceptionally well-equipped vehicle with
many small "surprise and delight" features, which illustrate a thoughtful
approach to the interior design.

Powertrain
Endeavour is available in both 2-wheel and 4-wheel drives and is powered
by the 2.5L inter-cooled turbo diesel engine that delivers a "fun to drive"
experience because of its added power and torque from the turbocharger

PRODUCT LINE OF FORD ENDEAVOUR

2.5L XLT 4x4

2.5L XLT 4x2

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FORD INDIA - Endeavour 2.5L XLT 4x2

On road prices *
Registration Registration
& Service & Service Comprehensive Total Total
City Ex-Showroom
Charges Charges Insurance (Individual) (Company)
(Individual) (Company)

Bangalore 1,372,002 186,105 N.A. 50,320 1,608,427 1,422,322

Delhi 1,290,054 N.A. N.A. N.A. 1,290,054 1,290,054
Mumbai 1,468,000 112,760 318,280 55,081 1,635,841 1,841,361
Pune 1,385,701 59,228 170,084 51,088 1,496,017 1,606,873
Vashi 1,427,000 109,890 309,670 52,101 1,588,991 1,788,771

FORD INDIA - Endeavour 2.5L XLT 4x4

On road prices *
Registration Registration
& Service & Service Comprehensive Total Total
City Ex-Showroom
Charges Charges Insurance (Individual) (Company)
(Individual) (Company)
Bangalore 1,462,002 197,985 N.A. 53,561 1,713,548 1,515,563
Delhi 1,399,032 N.A. N.A. N.A. 1,399,032 1,399,032
Mumbai 1,562,600 119,382 338,146 58,551 1,740,533 1,959,297
Pune 1,475,110 62,805 180,813 54,308 1,592,223 1,710,231
Vashi 1,517,000 116,190 328,570 55,310 1,688,500 1,900,880

 FORD MONDEO

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Overview
Pioneering a revolutionary product development process, the Mondeo is the
first Ford to be created digitally using C3P, a Ford computer engineering
tool. Offering a class-leading combination of safety, new powertrain
technology, sophisticated driving quality, spacious interiors and an extensive
list of standard features, it's evident why the critically acclaimed Mondeo is
the proud recipient of many awards.

Safety & Security

Best of breed standard safety features combined with latest technology
security systems and a strong basic structure make the Mondeo the safest
place to be in.

Driving Quality
An extended wheelbase, a commanding wide track, superior suspension
geometry and fail-safe brakes contribute to the Mondeo's drive dynamics.

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FORD INDIA - Mondeo Duratec – Petrol

On road prices *
Registration Registration
& Service & Service Comprehensive Total Total
City Ex-Showroom
Charges Charges Insurance (Individual) (Company)
(Individual) (Company)
Ahmedabad 1,571,523 55,780 N.A. 38,746 1,666,049 1,610,269
Bangalore 1,490,000 201,680 N.A. 54,570 1,746,250 1,544,570
Baroda 1,571,000 55,860 111,720 36,587 1,663,447 1,719,307
Calcutta 1,641,760 9,400 10,300 60,167 1,711,327 1,712,227
Chennai 1,564,496 24,900 46,900 39,240 1,628,636 1,650,636
Delhi 1,556,185 8,150 8,150 49,177 1,613,512 1,613,512
Hyderabad 1,570,600 109,942 109,942 36,671 1,717,213 1,717,213
Mumbai 1,629,548 75,182 205,546 51,711 1,756,441 1,886,805
Pune 1,444,000 63,585 179,105 53,188 1,560,773 1,676,293
Vashi 1,576,648 74,066 200,198 50,073 1,700,787 1,826,919

SEGMENTATION, TARGETING & POSITIONING (STP)

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Segmentation is the process in which a particular segment of the
customers which have same tastes or preferences and are the potential
customers are targeted instead of targeting the customers as a whole.
Segmentation marketing offers a lot of benefits as compared to mass
marketing like a co. can create a fine tuned products for those selected
customers, can select the best distribution policies, best communication
channels and will have a clear picture of their competitors in the same
segment. Therefore segmentation has become a major factor in every
company’s marketing policies. Various basis of segmentation can be as
follows-

1) Geographic segmentation.
2) Demographic segmentation
3) Psychographic segmentation
4) Behavioral segmentation

Ford India has mainly segmented the Indian automobile market on various
basis which are the parts of above mentioned factors-

a) Segmentation on the basis of Areas/Cities: for eg. Ford is mainly

considering the metro cities or the big cities of India as they are the most
potential customer areas for them. Since the metros or the big cities have a
very high rate of prospects for the newly established Ford in India. Though
Ford cars are present in the small cities also but some of its models such as
Endeavour and Mondeo are mainly segmented for the big cities and
therefore they are concentrating more on these cities such as Delhi, Noida,
Mumbai, Kolkata Bangalore, Pune etc. Here the customers are much more
acceptable towards the Ford as compared to the other small cities It has
created a different segment of these cities and trying to concentrate on that.
May be later on it will increase its segmented areas. This is mainly a part of
Geographical segmentation.

b) Segmentation on the basis of Age: Ford India has segmented this market
on the basis of age also like it is segmenting its cars for the youth or middle
age segment. Since different age groups have their own preferences and
tastes therefore they are needed to be catered in a different way . for eg:
Ford Fusion is mainly segmented for the youth age . This is mainly a part of
the demographic segmentation.

15
c) Segmentation on the basis of Income: Ford India has also segmented
the market on the basis of the income level of the customers .Like it is
segmenting its cars only in the upper middle level or the high level income
groups. As it is not producing the cars of small segments therefore it is not
needed to concentrate on the lower income group of people as they are not
the potential customers for them. Eg : Ford fusion and Ford Fiesta are
mainly segmented for upper middle segment. This is mainly a part of the
demographic segmentation.

d) Segmentation on the basis of the Lifestyle : It means that the

segmentation is done on the basis of the attitude ,interests etc of the potential
customers. As the decision of a customer purchasing a car will be affected
by his interests and attitude towards the company or the product ,therefore it
is one of the main basis of the segmentation . like a customer will be
attracted by the global brand name of the Ford company which will affect
its decision of purchase. It is mainly a part of psychographic segmentation.

e) Segmentation on the basis of Benefits Provided : Ford India has

segmented the market on the basis of the benefits provided such as quality,
service, economy, speed comfort etc. As Indian Automobile market is
highly competitive and Ford has still not established itself properly in India
therefore it needs to provide not only these benefits but also some
distinctive benefits which will differentiate it from other cars in the same
segment .It is mainly a part of behavioral segmentation.

f) Segmentation on the basis of the Readiness stage: Ford India is

segmenting the market on the basis of the aware customers, unaware
customers, informed and interested customers, desirous and intending to buy
customers. As there are some potential customers and some non potential
customers therefore segmenting them is a useful task for the company .It is
mainly a part of the behavioral segmentation.

TARGETING

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• Targeting is the process which is performed after the company has
done the segmentation of the market on various basis. For targeting , a
company has to evaluate various segments and then decide upon to
target accordingly. While doing so a company has to look on to the
overall attractiveness of the segment and the company’s objectives
and resources . Targeting is an important step in the performance of
any company because correct targeting helps a company to rightly
choose the potential customers.

• As far as Ford India is concerned it has not confined itself to target

only one segment. Though it has not entered into the small car
segment yet it has tried to cover many aspects of the Indian
automobile market like it has its Ford Ikon model mainly for the entry
level middle class group. It has Ford Fiesta for the upper middle class
group which competes with Honda city , Hyundai Accent etc in the
same segment and for the higher income group or the premium
segment it has its Mondeo and Endeavour in the market. Therefore
Ford India has tried to target mainly the upper middle and higher
segments of the Indian car market through its various models.

• Ford Ikon is mainly targeted for the middle class entry level group
with a attractive price tag . It has tried to focus on people with a drive
of running a big car with not much financial burden.

• Ford Fusion company is targeting mainly the youth class of the

society and also presented it as an urban activity vehicle. It was a sort
of Mini-SUV in the market

• Ford Fiesta is mainly targeted for the part of the society which is
mainly attracted by the fuel efficiency of the car therefore company
has launched the diesel version along with petrol version of Ford
Fiesta which provides excellent mileage as compared to other cars in
the same segment.

• Ford Mondeo is mainly targeted for the upper class of income group
and therefore priced highly. It is mainly launched keeping in mind the
upper service class or the big business houses.
• Ford Endeavour was entered in to the market as Sports Utility
Vehicle (SUV) It was specifically designed for the Asian conditions.

17
 It was the biggest SUV to hit the market so far. It mainly targeted the
high rich class with a passion of sporty look vehicle.

Therefore Ford India has mainly targeted various segments of the market
through different models of cars.

. Positioning

Each firm needs to develop a distinctive positioning for its market offering.
Positioning is the act of designing the company’s offering and image to
occupy a distinctive place in the target market’s mind. The end result of
positioning is the successful creation of a market-focused value proposition,
a cogent reason why the target market should buy the product.

“Positioning starts with a product. A piece of merchandise, a service, a

company, an institution, or even a person. . . . But positioning is not what
you do to a product. Positioning is what you do to the mind of the prospect.
That is, you position the product in the mind of the prospect.”

How Many Differences to Promote?

Each company must decide how many differences (e.g., benefits, features) to
promote. With this approach, each brand is touted as “number one” on a
particular attribute, such as “best quality,” “best service,” “lowest price,” or
“most advanced technology.” If a company hammers away at one
positioning and delivers on it, it will probably be best known and recalled
for this strength.

Communicating the Company’s Positioning

Once the company has developed a clear positioning strategy, it must
communicate that positioning effectively through all facets of the marketing
mix and every point of contact with customers.
A good example is Ritz Carlton hotels, which signals high quality by
training its employees to answer calls within three rings, to answer with a
genuine “smile” in their voices, and to be extremely knowledgeable about all
hotel information.
On the other hand, companies risk confusing the target audience if their
marketing tactics run counter to their positioning.

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POSITIONING OF FORD CARS IN INDIA

FORD IKON
Baseline: The josh
machine

FORD Ikon was launched in

India by Ford India in the
year 2001 at the price of Rs
4.21 lakh.It was the second
car in India after escorts by
Ford India.It was launched
in the upper segment for upper middle class and positioned as a mid-size
entry level car.While this segment was occupied by esteem and cielo .,Ikon
was launched in this competitive segment and was positioned as ‘the josh
machine’.Ford was already accepted on Indian roads through escorts. Ikon
was launched at a competitive price and was positioned as a car incredibly
best entry midsize car reachable for a buyer entering into midsize car
segment.The performance of a 1.6 litre Rocam petrol engine was the selling
line for this car as performance had been the main focus of Ford..

Tagline: Leave the small world behind. The bigger, better josh machine,
now at the EMI of a small car.

Ford Ikon. The largest exported Indian car and the Best Entry Midsize Car in
J.D.Power Asia Pacific 2001 India with features like Power Steering, Power
Windows, Power Locks 1.3 Endura petrol engine, Luxurious interiors ,best-
in-class AC, 400 ltr boot space, all-round seat belts & crumple zones.

19
The message Ford want to send with this advertisement is as like the fish is
jumping from the small bowl to a bigger one.Customer can also buy a big
car paying the EMI of a small car.This was to ease the customer in terms of
payment by providing easy finance.

The 2006 Ford Ikon Flair

Baseline: Live life with josh Headline: Inside every young ikon, there's a
young icon.

Ford launched the modified version of Ikon with the name Ford Ikon Flair
in 2006. Flair reflects the penchant for performance and style that drives
every young achiever. With new sporty features, competitive pricing and
attractive options like Extended Warranty and Total Maintenance Plan, the
young Ikon is the perfect ally for every young icon.
Identifying the change in Indian consumer buying behaviour Ford targeted
the youth and attached attitude to Flair.As Ikon had been successful and
common on Indian roads,ford modified it and gave it a more young and
sporty look.There was also a need as Maruti modified Esteem.Ford
positioning of Flair was a reflection of change and innovation by the
company.

FORD FIESTA

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Headline1: Diesel TDCi
Fuel efficient. Fun to drive. Refined. Drive it to believe it

Headline2: The reviews got me hooked &10,000 Fiestas booked.

Baseline: Go Fida

To heat up the mid-size sedan segment Ford launched Fiesta pricing it

aggressively against the rivals car the Hyundai Accent and Honda City. In

21
order to stretch this segment fiesta was also launched with diesel version
.Apart from the 1.4-litre petrol engine entry-level model, the other two petrol
variants have been priced at Rs 6.29 lakh (1.6 litre ZXi) and Rs 6.89 lakh
(1.6 litre SXi). The lone diesel model, the 1.4-litre ZXi, which sports a
common rail engine, has been priced at Rs 6.99 lakh.Recognizing the rising
fuel prices, Fiesta promised mileage of 18.3km/lt of diesel.
Ford is endorsing Fiesta by Abhishek Bachaan to attach the personality traits
of Abhishek with the attributes of the car.The company is positioning it as a
young successful,reliable car with the new technology. Fiesta makes a bold,
strong, side view statement that enhance its sense of purpose and powerful
appearance.The company also focused on styling and spacious interiors
providing it a young and elegant look.
FORD MONDEO

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Headline1: "It has real presence." It bites

Headline2: Luxury. The restless version

Baseline: refined aggression

After the success of Ikon Ford went into a upward line extension .Ford
launched Mondeo in december 2004 in the premium segment to create and
tap a niche market in India.
The Mondeo retailed at Rs 17.12 lakh ex-showroom in Chennai for the
petrol version and the diesel was at least Rs 1 lakh costlier.
Mr David E. Friedman, Managing Director and President, Ford India Ltd,
told Business Line ‘the Mondeo was a niche vehicle and it was a conscious
decision not to chase volumes. "We continue to sell the Mondeo for those
who are looking for driving excellence and who want a unique car that
really offers them that experience." Ford priced it aggressively to position it
as a luxury car and priced it to compete with sonata and camry .
Initially Mondeo had tough time in the market then Ford introduced the
upgraded version of mondeo with add on features .The car's exterior and
interiors was freshened up,but the driving characteristics remained the same.
Then Ford reduced the price of Mondeo in march 2005 to 14.21 lakh and
advertised it heavily in metro and urban cities and positioned it as ‘refined
aggression’and differentiated it in the market.
FORD FUSION

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Headline1: I'm a Delhi-ite.

Headline2: Some cars have great ads. This ad has a great car.

Baseline: As different as you

Ford launched Fusion, which blends a sedan with a sports utility vehicle,
powered by a 1.6 litre petrol engine with ex-showroom price of Rs 6,20,000
in Delhi.Fusion was a make-up of an MPV and the stance of a mini-SUV. It
was positioned as a ‘Urban Activity Vehicle.’ With 1.6-litre dohc 16-valve
Duratec power, a roomy versatile cabin in a compact package and great ride
and handling.
Fusion created a new segment in itself through a crossover between a sedan
and SUV, and it was advertised to be an ideal foil for the urban busy
commuter; ‘: I'm a Delhi-ite’.
Fusion was endorsed by filmstar Rahul Bose to position it as a
unconventional car as Rahul Bose is known for its unconventional roles in
Indian movies.A sense of attitude and difference is attached to Fusion

FORD ENDEAVOUR

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Baseline: Make every day exciting

Ford India entered into the sports utility vehicle (SUV) segment with the
unveiling of Ford Endeavour. Powered by a 2.5 litre engine.It come in two
variants - a wheel drive and a four wheel drive. It was launched in
November 2003,with a price of 12.9 lakh.It was positioned as ‘Toughie’ on
Indian roads as a majestic SUV.It provided respect and luxury to the owner.
Endeavour is developed for Indian roads with high ground clearance has
about 20 per cent localisation content.It is full of excitement and a complete
luxury car.

IS THE POSITIONING APPROPRIATE OR NOT ?

25
The company has positioned its different cars in India differently and has
tried to create an impact in the mind of customers through that .It has tried to
establish a different position in the mind of customers. Different models of
Ford have tried to establish their own place and image for different
customers.
We have presented our views on the positioning being done by the Ford
India for its different models. We have taken all the models individually and
there after presented our views on them.

Ford Fusion has been positioned as an unconventional car with a blend of

both SUV and Sedan. It has become a Mini SUV and therefore it has not
been able to establish a clear image in the eyes of the customers. Ford has
not been able to position Fusion rightly .

Ford Mondeo has been positioned as an exceptional driver’s car .It has been
positioned in the niche segment. But it has not been able to create any
impact on the customers so far which is shown by its sluggish sales. It has
not been able to differentiate this product in comparison to their competitors
in the same segment such as Hyundai Sonata and Honda Accord . No USP
has been highlighted for Mondeo.

Ford Endeavour has been positioned as the largest SUV in the market.
Though it has positioned itself for the higher income level group it has not
been a successful one for the company. The sales of this model are not up to
the expectations of the company.

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