This action might not be possible to undo. Are you sure you want to continue?
I express my sincere thanks to my project guide, Mr. Sandeep Vyas, for guiding me right from the inception till the successful completion of the project. I sincerely acknowledge him for extending their valuable guidance, support for literature, critical reviews of project and the report and above all the moral support he had provided to me with all stages of this project.
I would also like to thank the supporting staff of K.S. FORD, for their help and cooperation throughout our project.
(Signature of student) Kunal Bhatt
Marketing Strategies of Ford Motors
Contents Page No.
1. Introduction to the Industry 2. Introduction to the Organization 3. Research Methodology 3.1 Title of the Study 3.2 Objective of Study 3.3 Type of Research 3.4 Sample Size and method of selecting sample 3.5 Limitation of Study 4. Facts and Findings 5. Analysis and Interpretation 6. SWOT 7. Conclusion 8. Recommendation and Suggestions 9. Appendix 10. Bibliography 38 38 38 38 39 40 40 59 60 61 63 68 3 13 37
Marketing Strategies of Ford Motors
INTRODUCTION To The INDUSTRY
From this we can estimate how important is the automobile industry in the improvement of GDP of a country. The automotive industry stagnated under the government’s stifling restrictions and the Indian car buyer was saddled with cars of appalling quality and even then there was a waiting list that at one point stretched to eight years! This attempt at self-reliance failed miserably because of the industry’s isolation from the best technology. Though we learnt to localize. One of the most important chapters in the Indian automotive industry’s history was written by Maruti. INDIAN AUTOMOBILE INDUSTRY SINCE 1947: Its fascinating drive through history. Dependence of foreign technology was banned and manufacturers were forced to localize their products. It marked the Indian government getting into the far business in the early 1980’s.  . Issues like quality and efficiency were simply not considered. Instead. India’s fixation with socialism and planned economies had a crippling impact on the automotive industry in its formative years. This automobile industries even has its influence on the Indian market. a radical shift in thinking after decades of treating cars with disdain. import substitution became the order of the day. The Maruti 800 went on to become the staple car of India and put a nation on wheels. they relentlessly tapped the best talent pools in the world to absorb the knowhow to produce good cars. Nearly 18% of the total national income is being incurred from the automobile industry. The Japanese and later Korean auto industries were also highly protected in their formative years but they never shut the door on technology. the cars we made were all outdated designs with little or not improvements for decades. which begins as a story of isolation and missed opportunities to one of huge potential and phenomenal growth.Marketing Strategies of Ford Motors INTRODUCTION TO AUTOMOBILE INDUSTRY One of the fastest growing industries in the world is automobile industry. In India automobile industry has a growth rate is at the average of 10-12%. Probably automobile industries occupy a large market share in the worlds market as well as in the Indian market. The goal at that time for independent India was self-sufficiency.
It’s been a long journey but to see where the Indian car industry is going.000 motor vehicles were imported. and an increasing number of carmakers are preparing to setup major capacities here. have got their finger on the pulse of the market. During the years between the wars. And changing fast. We have to see where it has been. Calcutta and Madras. It wasn’t till 1993 that things really started to change for the Indian car buyer. People’s aspirations are rising and so are their mistakes. and profited. Get the right product and the rewards are handsome. It is the Alto. The import/assembly of vehicles grew consistently after the 1920s. size and quality and structured India as small car market. establishing an indigenous automobile in India was realized. The Indian consumer wanted super value. The period also saw the emergence of the Indian players like Tata Motors and Mahindra & Mahindra. handsomely. It was during the end of the war that the importance of Premier Motors. They rose to the challenge of the MNC’s and responded brilliantly with the Indica and the Scorpio.000 units by 1930. Hyundai and Maruthi delivered. cars were directly imported. crossing 30. This was ironically due to the license raj that forced Indian carmakers to be innovative and develop products frugally. With the liberalization of the economy.Marketing Strategies of Ford Motors This little car set a benchmark for price. and rewarded the brands that delivered it. For about 50 years after car arrived in India. In 1903. around 40. a host of international carmakers rushed in. the 800. But most of them were in for a shock as Indian customers rejected their product. AUTOMOBILE INDUSTRY IN PRE-INDEPENDENCE: The first motorcar on the streets of India was seen in 1898. India’s frugal engineering skill has now caught the world’s imagination. India’s largest-selling car is not its cheapest car.  . The Indian auto industry is today bubbling with promise and confidence. India is changing. a small start for an automobile industry was made when assembly plant were established in Bombay. Bombay had it first taxicabs by the turn of the century. Before World War I. It’s moving forward. an American company began a public taxi service with a fleet of 50 cars. Indian customers refused to allow the glitter of prestigious brands blind them to the outdated and overpriced products they were offered.
Several new products were launched during this period. the licensing system was very much intact.17. A manufacturer had to submit a phased-manufacturing programme to the Ministry of Industry specifying the indigenization progress and allowing for almost complete indigenization within five to seven years. along with a new. The biggest hurdle was the foreign-exchange clearance required for these projects. another minor facelift to the same grille and a much  . and the car was re-christened the Ambassador Mark I. India’s clock.Marketing Strategies of Ford Motors Hindustan Motors and Mahindra & Mahindra set up factories in the 1940s for progressive manufacture rather than assembly from imported components. THE BIRTH OF THE AMBASSADOR: In 1957. HM bought in a 1972 Vauxhall Victor in 1985. which had direct access to policy-makers. the government announced its famous ‘broad banding’ policy which gave new licenses to brad groups of automotive products such as two and fourwheeled vehicles. stood still while the world raced on ahead. every other manufacturer still faced a series of obstacles. In 1975. POST. In 1963. Companies like GM and Ford packed their bags and left. when in 1985 it introduced the Standard 2000. dimpled hood. All three traditional carmakers added new models to their ranges – Standard Motors returned to the car business after 10 years. a small tail fin was added on either side of the rear fenders. thereafter. it underwent a frontal facelift with a closely checkered grille and was named the Ambassador Mark II. a Rover SD1 body with the old two-litre Vanguard engine. The cars they chose to make were the latest in the world when they were introduced in India in the formative years of the industry. The car cost Rs. Through a liberal move. It would take nearly 50 years before the Indian auto industry could catch up with the rest of the world again. Except for MUL.INDEPENDENCE: The government clamped down on imports and foreign investments. transplanted its ageing Ambassador engine into it and the Contessa was born.000. It would be another 12 years before the Ambassador got a facelift. BROADBANDING ERA: In January 1985.
the Contessa was soon given the Isuzu engines. beige-colored seats and wood finish interiors. He not only give India its first car factory but also the country’s first aircraft factory – Hindustan Aeronautics Limited and the country’s first modern ship yard.A. THE CONTESSA YEARS: The Hindustan Contessa. Seth Walchand Hirachand.1.Marketing Strategies of Ford Motors bigger frontal facelift turned out as the Mark III. turbo). Some of the leading Indian auto players in Indian automobile industry are: Premier. While it was initially launched with the 1489cc engine found in the Ambassador.0T (Isuzu diesel. was the last of the Mark cars. It was based on the 1970s vintage Vauxhall victor. Tata Mahindra and Mahindra Maruti Hindustan motors Premier: The story of premier is the story of one mans vision.S. HM launched the cosmetically-revised Ambassador under the Avigo name. In 2004. launched in 1979. 2. Designed by Mavendra Singh.0DLX (Isuzu diesel) and the rare 2. Hindustan Shipyard Limited Building India’s first auto factory Seth Walchand Hirachand has first started the trails to establish an Indian car manufacturing plant in Indian for which he went to U. There were three versions of this car . The Ambassador Nova was launched in 1990.8GLX (Isuzu petrol). The last Contessa rolled out in 2002. The Mark IV. He wants Indian company to be completely  . launched in 1982. was one of the few luxury cars manufactured in the country in the 1980s and 1990s. where three largest car manufacturing companies are located. The Nova was the last Ambassador powered by the 1489cc petrol engine. the retro look Avigo had classic touch internals like a centrally mounted console. phased out by the demand for cheap Japanese cars. followed by Ambassador 1800 ISZ three years later.
which refused. The biggest customers for PAL’s were Bombay’s taxi drivers. The arrival of FIAT: In 1951. The Padminies were easy for maintenance in terms of spares and labour cost. which had assembly operations in India. PAL and FIAT launched the Fiat 1100 DELITE in India. Telco’s tryst with vehicle manufacture came in 1945 when it signed a 15year agreement with Daimler-Benz AG of Germany to manufacture commercial vehicle. In sep 1964. The 407 immediately captured 70 per cent of the market. PAL singed up with Fiat to assemble the Fiat 500 in India. The director in charge from the Tata side was Sumant Moolgaonkar. TATA Motors: Established in 1945. but delegated the project to Ford of Canada. Telco’s biggest triumph came in 1985 in the LCV segment. Finally the third largest automaker Chrysler agreed and singed in an agreement in Bombay in 1940. Seth Walchand then moved to second largest automaker Ford. was designed and marketed by Telco to take on the technically superior Japanese products. It was everything that a taxi driver wants. This period was a shared birthing time for the Indian commercial vehicle industry – Premier Automobiles in league with Chrysler. paying royalty or technology transfer payment to western countries. Companies like Ford and GM. with Indian management capital and employees. packed their bags and went home. low on running cost. a brand new product from bumper to tail-light. the tariff commission spelled out future for the auto industry – indigenize or get out. as its full name suggests. started out making steam locomotives for the Indian Railways. The Tata 407.  . But fiat decided to stick it out and committed itself full-fledged manufacture of the Millicento in 1954. After approaching General Motors they insisted on part ownership.Marketing Strategies of Ford Motors independent. In 1952. Henry agreed. easy to drive and reasonably tough. Hindustan Motors with General Motors and Ashok Leyland with British Leyland – which all started truck production around the same time. Telco or the Tata Engineering and Locomotive Company.
On October 2nd 1945. On 30 December 1998. 2001 also saw the company exit its joint venture with Daimler-Benz. At one point 70 per cent of the sales were assured by army and government. And inspired by Nehru’s vision are two brothers. Five years later. Kailash Chandra Mahindra and Jagadish Chandra Mahindra. 1998 was a landmark year for Tata – it launched the Tata Safari. Tata officially launched the much-awaited Indica. With his departure Mahindra & Mohammed is renamed by Mahindra & Mahindra in 13th January 1948. Roos was the inventor of rugged ‘General Purpose’ vehicle or the Jeep. The Sumo was conceptually a brilliant vehicle. the first completely indigenous Jeep rolled out of the factory floor. In 2002. Tata launched the Indigo saloon. On 29 July 2003.  . Yet. The company is named Mahindra and Mohammed. the Mahindra brothers joined hands with Ghulam Mohammed to set up a company to assemble American Willys Jeeps in India. launched in 1994. industrially advanced nation. the most important landmark of 1998 was not the Safari. the Safari was made with modern manufacturing and design processes to ensure new-found levels of quality and to take the company a step closer to its ambition of becoming a global carmaker.Mahindra during his tenure in the United States had met Berney Roos. Pandit Nehru has a dream of building a modern. MAHINDRA & MAHINDRA: The story starts some time in the 1940’s. The Tata juggernaut continued to roll across the Indian auto industry with the launch of the Indigo Marina in 2004.Marketing Strategies of Ford Motors The TATA SUMO. The first M&M built Willys Overland Jeep rolled out of the Mazaogaon plant on 3 June 1949.C. Unlike the Sierra. The collaboration between M&M and its original partner Kaiser Jeep Corporation and later American Motor Corporation is for the phased manufacture of CJ3B Jeep. J R D Tata’s birth anniversary. Estate and Sumo that were designed and developed using rudimentary manual methods. in 1954. based on the Indica platform. K. But after Independence Ghulam Mohammed migrates to Pakistan. the company was renamed Tata Motors Limited. The first vehicles are assembled in Mazaogaon in Bombay. turned out to be the success story of the decade. The Jeep had earned reputation in the battle fields of World War II. And it was also a product of the government’s eccentric excise duty regulations at that time.
The Cabinet passed a unanimous resolution for the development and production of a ‘People’s Car’. three-cylinder power plant produced 39. nimble handling and perky engine.6 litre turbo-diesel engine developed 109bhp. The Car that changed India: The Maruti 800 was essentially a Suzuki SS80. friendlier alternative. a completely indigenous product that took Mahindra & Mahindra 6 long years to design and develop. Sanjay Gandhi. company – Maruti Udyog Limited. The car never went into production and the company went belly-up in 1977. Harpal Singh became Maruti’s first customer as he received the keys of his Maruti 800 car from  . The 2. low-maintenance compact car for the Indian middle-class. The Maruti 800. The story of Maruti dates back to the 1970’s. Six years later. offered the Indian motorist a cheaper. which was called the Fronte in Japan and Alto in most of the other markets.5bhp at 5500rpm. Gandhi was the prime minister of India. On 14 th December 1983. Maruti marked the beginning of a revolution in the Indian automobile industry. The 796cc. in-line. with its compact size. MARUTI: It began with the promise of being the ‘People’s Car’. Indira Her son. envisioned the manufactured of an indigenous cost-effective. The name of the car was chosen as ‘Maruti’. The Scorpio has been the vehicle of M&M’s change. The Scorpio has played a critical role in changing the perception and brand image of the country. it rose like a The phoenix from the ashes and changed the Indian automotive sector forever.Marketing Strategies of Ford Motors Vehicle model Mahindra MM 540 Commander Mahindra Armada Voyager van Escort (M&M-ford) Bolero Scorpio Year of launching 1985 1991 1993 1996 1996 1996 2002 Scorpio launched in 2002. from a utility vehicle-maker to a lifestyle SUV manufacturer.
Maruti launched the Swift. And car markers are learning some very hard truths.  .Marketing Strategies of Ford Motors Prime Minister Indira Gandhi. for the first time in its 20-year history.000 more than the outgoing model. launched in June 1986. Model Maruti 800 Maruti Omni Maruti Gypsy Maruti 1000 Maruti Zen Maruti Esteem Maruti Baleno Maruti Wagon R Maruti Alto Maruti Versa Maruti Swift Maruti Zen Estilo Maruti SX4 Maruti Suzuki Grand Vitara Year of launching 1983 1984 1985 1990 1993 1994 1999 1999 2000 2001 2005 2006 2007 2007 The other cars which have their share in the Indian Auto Mobile industry are: The Indian auto industry has exploded in the last 14 years.000. The new Maruti: In 2005. Suzuki’s headquarters in Japan. While the economic reforms process was kicked of f in 1991.48. cost approximately Rs 15. A team of engineers from Maruti worked on the design of the Swift in Hamamatsu. The car cost Rs. it was only in 1993 that the automobile industry was finally delicensed and the restrictions were removed. The Swift signaled the importance of the Indian market in the world. The new Maruti.
Mercedes Benz and Tata Motors. Hence the only method of entry for an MNC then was through a joint venture with a local partner. In 1994-95 saw the announcement of quite a few JV’s. The most preferred partner was an existing automaker.Marketing Strategies of Ford Motors Between 1993 and 95. GM and CK Birla to form GM India. In 1995. M&M and Ford to form Mahindra-Ford India. government regulations limited a foreign company’s stake to a maximum of 51 percent of the equity. General Motors India Mercedes-Benz Hyundai Motors Honda SIEL Toyota Skoda India  . This changed the dynamics of joint ventures in India. The other automobile industries which play a crucial role in the Indian automobile industry are: Daewoo Motors India. the government announced its decision to allow foreign auto companies to enter with a 100% stake or wholly-owned subsidiaries. Premier and Peugeot to form PAL-Peugeot.
Marketing Strategies of Ford Motors COMPANY PROFILE  .
5% market share. Ford was the second-ranked automaker in the US with a 17. Jaguar and Land Rover of the UK. including Lincoln and Mercury of the US.D Power than any other automaker. 1903.1 billion. In 2007. In 2006. based on global revenues of $160. Ford now encompasses many global brands. In 2006. Based in Dearborn. a suburb of Detroit. and employed about 280. behind General Motors (24. Ford produced about 6. Ford had more quality awards from J.6 million automobiles.Marketing Strategies of Ford Motors Ford Motor Company Ford Motor Company is an American multinational corporation and the world's third largest automaker based on worldwide vehicle sales.000 employees at about 100 plants and facilities worldwide.6%) but ahead of Toyota (15.4%). Ford was also the seventh-ranked American-based company in the 2007 Fortune 500 list. the automaker was founded by Henry Ford and incorporated in June 16.  . Ford also owns a one-third controlling interest in Mazda. Michigan.4%) and DaimlerChrysler (14. and Volvo of Sweden.
Henry Ford was 40 years old when he founded the Ford Motor Company. and the number two automaker worldwide. During its early years. The largest family-controlled company in the world. especially elaborately engineered manufacturing sequences typified by moving assembly lines. highly paid workers. as well as being one of the few to survive the Great Depression. 1919) Ford was launched in a converted factory in 1903 with $28.Marketing Strategies of Ford Motors Ford has been one of the world's ten largest corporations by revenue and in 1999 ranked as one of the world's most profitable corporations.  . most notably John Francis Dodge and Horace Elgin Dodge who would later found the Dodge Brothers Motor Vehicle Company. Ford introduced methods for large-scale manufacturing of cars and large-scale management of an industrial workforce. the company produced just a few Model T's a day at its factory on Mack Avenue in Detroit.000 in cash from twelve investors. History Henry Ford (ca. Groups of two or three men worked on each car from components made to order by other companies. Henry Ford's combination of highly efficient factories. and low prices revolutionized manufacturing and came to be known around the world as Fordism by 1914. the Ford Motor Company has been in continuous family control for over 100 years. which would go on to become one of the largest and most profitable companies in the world. Michigan.
Jorma Ollila. which produced the Escort out of M&M Nashik plant. John L. President [International Operations) and Michael E. After the arrival of the modern and highly-capable Fiesta. including a diesel. However. sales of the Escort was finally replaced by the Ikon in 1999. it was a unique body style and was offered and was offered with an option of three engines. The Endeavour has recently been upgraded in 2007 and this has boosted the appeal of  . another made-for-India car. Irvine Hockaday.. The Ikon was the first model by a multinational to be developed specifically for India. Chairman (PAG) and Ford of Europe). the Ikon has been marginalized. Jr. The Americas Product Development) FORD IN INDIA: Ford started its innings with the Mahindra-Ford joint venture formed in 1994. Jr. the company had parted ways with M&M and was renamed Ford India Ltd in 1998. The Ikon marked a new beginning for Ford in India. with state-of-the-art engines. the company has had limited success with other models. Kimberly Casiano. fresher competition and a reputation for high-maintenance saw sales gradually decline.. Thornton and William Clay Ford (Director Emeritus).. Stephen Butler. Homer Neal. Edsel Ford II. The Mondeo. The Fiesta has picked up where the Ikon left and is selling well. William Clay Ford.Marketing Strategies of Ford Motors Corporate governance: Members of the board as of early 2007 are: Chief Sir John Bond. launched in 2001. was a very talented car by was simply not suited to Indian conditions and earned a reputation for being exorbitant to maintain. Bannister (Group Vice President. Though it was based on the Fiesta. Ellen Marram. The car was a big hit. Paul Mascarenas (Vice President of Engineering. Richard Manoogian. The Endeavour SUV was launched in early 2004 and has sold well for its niche. Mark A. Schulz (Executive Vice President. President [The Americas]). Though the Ikon and Fiesta have been the mainstays of Ford’s production in India. Chairman & CEO Ford Motor Credit). The main corporate officers are: Lewis Booth (Executive Vice President. The Ikon underwent several facelifts and price cuts to keep demand high. Alan Mulally (President and CEO). It rolled out of the Marajmalaingar plant near Chennai and by now. Donat Leclair (Executive Vice President and CFO). Mark Fields (Executive Vice President. After meeting initial success.
The Sales Team is made up of dedicated showroom and field executives who are professionally trained by Ford India Limited. Misbahuddin Babu Khan and Mr.Marketing Strategies of Ford Motors the big SUV. Ashish. Nirav and Siraj to make Fortune Ford a truly world class Ford Dealership. with many variants in the offering. Pramod Modi enjoy blend very well with the youth and energy of the youngsters Bashir. Fortune Ford is a blend of experience and youth. The workforce at Fortune Ford is committed to excellence in serving all esteemed customers. They are adept at guiding the customer through the entire sales process right from assisting in the choice of model. the ever-popular Ford Ikon Flair. Fortune Ford markets and services the recently launched truly European Ford Fiesta. These centrally located outlets provide convenient and easy access to both the proud owners as well as prospective buyers. In 2004. Abids opposite Stanley College and other one at Fathebagh.  . The sales outlet is located strategically at Somajiguda next to Eanadu. the Modis and the Babu Khans. one at Chapel Road. Santhnagar. The experience and good will that Mr. colour and features to lending a helping hand in providing attractive buyback options and also arranging finance at competitive rates. which has received a lukewarm response though the recent diesel variant has perked up sales. Fortune Ford is a 50:50% Joint Venture set up between two well known and reputed families in Hyderabad. the No non-sense car Ford Fusion and the macho SUV the Ford Endeavour through its sales and service outlets at Hyderabad. Fortune Ford is an authorized dealer for Ford India Limited. We have two service centers. who are one of the leading manufacturers of top quality cars in India. Ford launched the Fusion.
SHOWROOM We have 5000 sft centrally air conditioned showroom. SUNDARAM. All the leading finance counters are available like ICICI. Professionally trained and courteous sales staff to take care of every relevant needs of the customers. in order to satisfy even the most demanding customers. This makes convenient for almost every one residing in and around Chittorgarh. Special offers on Insurance renewals. located at E-110. KOTAK. Free spot evaluation for any usedcar. The facilities offered from the showroom are : 1. 2. Very easy finance facility with in-house finance team to cater to your every car finance requirements. etc. Ford preferred insurance for cashless transactions in the event of claims. SBI. Main bypass road Mewar Industrial area Madri in Udaipur . Dungarpur and Rajsamand. to update them with the latest technological advances in the automotive sphere. HDFC.Marketing Strategies of Ford Motors The Service Centre is armed with the state-of-the art equipment and is in-line with Ford's exacting Global standards. 3. The Fortune Ford dealership maintains a high standard of excellence in sales and services by sending its personnel for training on a regular basis to Ford India Limited. The service team is technically qualified and trained to analyze and provide solutions adhering to Quality Care. 4. Showroom @ Udaipur  . Exchange offer for any of your used car.
in the Customer Satisfaction Survey. •  .E. QualityCare. 7.Marketing Strategies of Ford Motors 5. A good stock of Ford genuine accessories to make your Ford ownership more delightful and safe. followed by the petrol and diesel driven 'Anniversary'. You can call our sales help line for test drive or fill the on-line test drive requisition form. range 6. The Company was able to deliver Ford Escorts in seven major cities simultaneously.Full of Ford cars with all colors and models to choose from. • • • Ford Escort won the J D Power Award in India Quality Survey in 1997. The Special Value Pack program was launched in 1997. A well maintained fleet of test drive cars to give you the feel and experience the drive dynamics on actual driving conditions before take the purchase decisions. Ford topped the Customer Satisfaction Index (CSI) ratings in 1997 and 1998. with commemorative 'Freedom'. Significant milestones • • The first Indian built Ford Escort rolled off the assembly line in 1996. provides car owners with superior services at its dealership countrywide. Alpha and Sport . Recent SVPs have included the Orion. in just a month after booking. Ford's branded service initiative.
95 Lakhs. a new initiative to buy and sell used cars of all makes. Ford launches Ikon Flair at Rs. 2007: • • • • • FORD Motor Company of Southern Africa achieves three wins and two seconds on this year total economy run DOE AWARDS FORD two grants for vehicle fuel efficiency research. LAND ROVER DISCOVERY 3 scoops category win at TOWCAR AWARDS 2007 FORD MONDEO is the Caravan Club TOWCAR of the year 2008. Ford India launched Ford Assured on April 24 2000. Ford India launches Ikon NXT SXi. On September 11. Ford India launched the Ford IKON SXi – the stylish ‘josh’ machine Ford India has started exporting Ford IKON Ford India launched the Ford Mondeo. integrated manufacturing plant was dedicated in March 1999. Adding Refinement to Josh. 4. 2000.6 EXi was launched 2003: • • • • • • The New Ford Ikon NXT launched . where FORD IKON is manufactured. • New Ikon Variant 1. 3rd edition on March 21. Ford India Ranks Highest in J.D. • Certified QS 9000: 1998. FORD MONDEO IS AUTO EXPRESS car of the year.Marketing Strategies of Ford Motors • The new. Power India Sales Satisfaction Study. 2004: Autocar SUV of the Year – Winner Ford Endeavour.Ford India launches Ikon NXT ‘Finesse. • • • 2001 2002 • Ford India show cases a wide spectrum of exciting cars at the Auto Expo • Ford India Limited announced a strategic partnership with Hindustan Motors Limited (HML).The Next Level of Josh. 2002 Ford India received the QS 9000 award from TÜV Süddeutschland.  .’ Ford Celebrates Centennial in India.
He took this position in August 2005. President and Managing Director. Finance & IT Lucy is the Vice President of Finance and IT at Ford India. She took up this position in May 2005. Ford India. LUCY MILLAR – Vice President.  .Marketing Strategies of Ford Motors MANAGEMENT PROFILE: ARVIND MATHEW – Managing Director and President Arvind Mathew is the Managing Director and President of Ford India. She reports to Arvind Mathew.
the workshop has 2 post and 4 post lifts. Marketing. A customer friendly reception awaits you on your arrival and you are welcome to a joint inspection of your Ford Car at the Interactive Reception lifts . Sales and Service at Ford India. NANCY REISIG – Vice President.S. we set up a most advanced workshop facility at Udaipur. Every car  . Introduction of K. Supply and Total Value Management Sandip Sanyal is the Vice President. Ford India. highly experienced technicians. neat and clean layout of equipment provides the ideal ambience for the workshop staff and customers. He took this position in July 2006. Ford have the most modern computerized testing machines operated by factory trained. K. President and Managing Director.S . Ford India.S. and most expensive computerized Diagnostic equipment is used for accurate diagnosis of defects. Nancy reports to Arvind Mathew. Human Resources at Ford India. Human Resources Nancy Reisig is Vice President. Group got the coveted dealership for Ford Cars in year 1997 and to meet the service requirement of the customers. She took this position in March 2005. Sandip reports to Arvind Mathew. He took this position in September 2005.You can relax comfortably in the air conditioned lounge while your car is being attended to.Marketing Strategies of Ford Motors SCOTT McCORMACK – Vice President. President and Managing Director. Ford India. Ford K. Marketing. For quick and quality repairs. The blue painted floor. Scott reports to Arvind Mathew. SANDIP SANYAL – Vice President. President and Managing Director. Supply and Total Value Management (TVM) at Ford India. Sales & Service Scott McCormack is the Vice President.
Marketing Strategies of Ford Motors
is washed and vacuumed before delivery. The computerized wheel aligning equipment used at our workshop provides accurate adjustments to give you a vibration free driving pleasure. The World class Cellete equipment is employed in the body shop to enable accurate pulling of accidental bodies to their original shapes. A most modern Blowtherm Paint booth enables to paint the car bodies in an absolutely dust free enclosure. The paint finish is comparable to a factory finish new car.
Marketing Strategies of Ford Motors
Marketing Strategies of Ford Motors
PRICE (lacs) : Engine : Type : SSS Construction : Fuel System : Displacement (cc) : Compression Ratio : Max. Power (ps/rpm) : Max. Torque (nm/pm) : Emission Stage : Kerb Weight (Kg) : Transmission : Max Speed (Kmph) : Mileage :
6.77 TDci diesel 4 Cyl. In – Line, 16 – V DOHC All Aluminum Alloy SEFI 1596 9.75:1 101 / 6500 146 / 3400 Bharat Stage III 1143 Manual 5 Speed 174 11.3
4 Cylinder in-line.Marketing Strategies of Ford Motors PRICE(lacs) Engine: Type Displacement (cc) Max.5 litre. Torque (kgm/rpm) Ignition System Valve System Fuel System Emission Kerb Weight (Kg) Transmission MaxSpeed (Kmph) Mileage (4X2) (4X4) 16.2  .5/2000 Compression SOHC.16 17. Power (PS/rpm) Max. Turbocharged & inter-cooled diesel 2499 116/3500 28. 12 Valves Indirect Injection Mechanical Pump Exhaust Gas Recirculation (EGR) Meeting Bharat Stage III Norms 1933/1958 Manual 5 Speed 142 8.17 2.
75:1 82/6000 1596 9.4EXI (TDCi) 8.19 4 Cylinder in-Line.52 1.4 ZXI (TDCi) 8.Marketing Strategies of Ford Motors Fiesta: Engine Price(in lacs) Type Construction Fuel System Displacemen t Max.4 EXI 6.6 ZXI 7.75:1 1596 9. Power Output Max. 8 Valve SOHC High Pressure Common Rail 1399 18:1 1399 18:1 68/4000 1399 18:1 68/4000 Compression Ratio ps/rpm 101/6500 101/6500 68/4000 Nm/rpm 127/4000 146/3400 146/3400 160/2000 160/2000 160/2000 Bharat Stage III 5 Speed Manual 170/178 14.4 SXI (TDCi) 9. Torque cc 1.28 1.75/13.00 1.28 1.75:1 4 Cylinder in-Line.6 Emmision Compliance Transmission Type Kerb Weight (Kg) MaxSpeed (Kmph) Mileage  .76 1. 16 Valve DOHC All-aluminium Alloy SEFI 1388 9.6 SXI 8.
8-V SOHC. Rocam Petrol SEFI 1299 70/5500 105/2500 5 Speed Manual 978 148 10.Marketing Strategies of Ford Motors Ikon: PRICE(lacs) Engine: Type Fuel system Displacement (cc) Max. Torque (Nm/rpm) Transmission Type Kerb Weight (Kg) MaxSpeed (Kmph) Mileage 5.50 4 Cylinder. Power (ps/rpm) Max.8  .
7 PS/6000 rpm 185 Nm/4500 rpm 10:8:1 16V DOHC Sequential electronic fuel injection (SEFI) Bharat Stage III All Aluminium Alloy Ford MTX-75 manual 5-speed with synchromesh 200 8. power Max.59 2.Marketing Strategies of Ford Motors Mondeo: PRICE(lacs) Engine: Engine type Displacement Max.6  . torque Compression ratio Valves Fuel injection Emission level Construction Transmission Type Kerb Weight (Kg) MaxSpeed (Kmph) Mileage 6.0L 16V DOHC Petrol 1999 cc 142.
Marketing Strategies of Ford Motors MARKETING STRATEGIES OF FORD  .
(As the India motorist uses the surface in India. Location of horn buttons on the steering vehicles. Ford modifies its models for India: horn more frequently. Higher resistance to dust. Ford is also supplying videotapes showing how repairs have to be done.Marketing Strategies of Ford Motors MARKETING STRATEGIES OF FORD: • Product differentiation based on operational efficiency: FORD EXCELLING THROUGH SERVICE: Ford tries to differentiate its offer on the plank of service. Changes in cooling requirement. the horn buttons are kept on the steering wheel and not on a lever on the side as in the models sold in Europe.) • Strategic segmentation of cars: The Ford in India has launched the car only for few segment of people. It has gone in for a new norm in customer service: “fix it rightthe first time-on time”.  . The segmentation of car buyers based on price preferences are • Family car segment: These cars forms a reasonably sizeable segment of the market (around 15 percent). with greater airflow to the rear. • Adopting Offer to Suit Target Segment: Ford modified its models for the Indian target segments as shown below: Higher ground clearance to make the car more compatible to the rougher road Stiffer rear springs to enable negotiating the ubiquitous patholes on Indian roads. for cars sold in India. Compatibility of engine with the quality of fuel available in India. Preferred price range is from 5 lacs to 6 lacs.
Marketing Strategies of Ford Motors ‘FORD IKON’ AND ‘FORD FUSION’ come under this type of segment. ‘FORD MONDEO’ come under this segment of cars. Preferred price range starts from 8 lacs to 12 lacs. ‘FORD FIESTA’. Advertising though news papers. Internet or interactive marketing. Hoardings:  . Advertising through television and newspaper. which can withstand to Indian roads. He follows many promotional strategies like 1. • Strategic Promotions by FORD: Ford follows the promotions at two levels. 3. In televisions the scrolling are given about the product and its features. 2. In the first step the products of vehicles manufactured by the Ford Automotives are directly promoted by the manufacturer by himself. they a 1) 2) Promotions of product directly by the manufacturer. Direct marketing. In this all the features of the product and its prices are given in detail to the customer. 2. radios. There body is designed similar to offroad vehicles. • SUV segment: The buyers of this segment like to have a big vehicles. ‘FORD ENDEAVOUR’ occupies this segment. The various promotional strategies followed by the Fortune Ford at dealer are 1. palm plates. And these cars are also useful for sport riding and even on hill areas. Promotions at dealer level. In the second step the dealer of the vehicles promotes the vehicles. • Premium car segment: This segment represents buyers who need a real world-class car and are willing to pay the due price.
These hoarding are especially setup at the road signal stops. i. To retain the old and existing customers it conducts a corporate meet at a luxurious hotel. if 5 or more friends in the group purchase the cars at a time then they are given special discounts on the vehicles.Marketing Strategies of Ford Motors A heavy picture of the product which comprises of its attributes and special features are displayed on the roadsides in the form of hoardings. In this way it maintains an effective relationship with the customers and gains the reputation and goodwill in the minds of the customers. These people are met-in person or contacted through their contact number. Relationship Marketing: Fortune Ford pays a special attention towards its old customers. Sales Promotion: The sales promotion is done in the fortune ford at three levels:  . While travelling from their home to office. The event aims at knowing the problems of the customers regarding the vehicles and also service feedback. Free Insurance: The Fortune Ford gives a special offer of free insurance on the purchase of each vehicle to its new customers. It is a bit expensive strategy but attracts many people who pass by that roadside. Maintaining Data Bank: In this the dealer collects personal/bio-data(address and contact number) of many people from various organizations and different sector who are ready to buy the vehicles and who change the vehicles regularly. The various new features and new offers regarding the vehicles are advocated to them and are given discounts on group purchase of vehicles. moving on their business activities they may watch these hoardings. This type of advertisement is prepared for those segments of people who cannot afford their time in reading newspapers and watching televisions.e.
Field sales: The sales executives conduct some events with the corporate working people and try to demonstrate the product features and its benefits and try to promote the product and increase its sales. Sales executives give a detailed note on the products features. This is a program conducted to retain the old customers of the Ford. Showroom sales: In this the customers walk in to the showrooms to know about the details of the product.. Specially trained sales executives who are present in the showrooms give a detailed explanation about the product to the customers. Conducting Customer Delight Program: This is a unique program conducted by the Fortune Ford. If there exists any problem.Marketing Strategies of Ford Motors 1.  . various offers given by the manufacturer and also by the dealer to the customer and enhances the sales of the vehicles. The Sales faculty is clean. making customers comfortable while purchasing products and availing services. Customers are courteously acknowledged within two minutes of their arrival and are advised that a Sales Consultant will be available upon request. 2. 3. Managers etc. In this questionnaire their problems regarding the vehicle and also their post sale service experience are taken. This is a technique to attract the new customers by satisfying the old customers and gaining goodwill in the market. and explain about the vehicles and the offers and special schemes provided by the dealer to them on bulk purchase of the vehicles and try to promote the sales of the vehicles. Corporate sales: A special team of sales executives are sent to some big corporate sectors and there they personally meet the heads of the organizations like C. STRATEGIC SALES STANDARDS: Fortune Ford maintains strategic sales standards in the following manner. The old customers of the Fortune Ford are meet personally and they are requested to give their feedback by filling in the questionnaire which is specially prepared for them. then the Fortune Ford service men try to resolve the problems of their customers as soon as possible and makes the customer satisfied.E. tidy and inviting.O’s.
identifies their needs and ensures that they are met. A test drive will be offered to all customers. A pleasant.  . The vehicle is ready on the agreed upon time. The vehicle is serviced right on the first visit. An advisory relationship is established between the customer and the Sales Consultant who listens to the customer. A through explanation of work done. EXTENDED WARRANTY: Fortune Ford gives an extended warranty to its customers where there will be an extended time duration in the warranty.Marketing Strategies of Ford Motors The Sales Consultant’s appearance and dress will be of the highest standards. MAINTAINING SERVICE STANDARDS: An efficient service facility allows a customer to avail all the service provided by Fortune Ford. the Sales Consultant delivers the vehicle in perfect condition when promised. non-pressured purchase experience will be provided during which a thorough demonstration of the vehicle features and benefits will be made. Using a check list. Each vehicle will be washed before being returned to the customer. warranty coverage and charges is given to the customer. Service needs are courteously identified. accurately recorded on the repair order and verified with the customer. An appointment is available within 5 working days of the customer’s request. Customers will be contacted within one week after delivery to ensure total satisfaction. What is Extended Warranty? ♦ Factory Warranty covers only for a specific period of time/mileage. Customers are courteously acknowledged within two minutes of their arrival and the write-up will begin with five minutes. in a clean and welcoming environment. All service repair work will be followed up within five working days.
customers spend on a) Maintenance parts that are to be replace at specific intervals b) Replacement of worn out parts c) Labour charge for the above  . Extended Warranty: ♦ ♦ ♦ ♦ ♦ Is an extension of Factory Warranty Offers almost similar coverage as Factory Warranty Comes with a time-bound (eg. This is applicable for any machine/equipment/vehicle. customer is exposed to the risk of parts failures.Marketing Strategies of Ford Motors ♦ After the factory warranty expires. 1yr/2yrs but unlimited mileage cap) Covers all Mechanical and Electrical Failures Covers labour Why is extended warranty needed? ♦ Offers peace of mind motoring ♦ Protects against unexpected and non-budgeted expenses ♦ Can be transferred. What does it NOT cover? ♦ Does not cover wear and tear of parts ♦ Does not cover scheduled service items ♦ Does not cover accident repairs Benefits to customer ♦ ♦ ♦ ♦ ♦ ♦ ♦ ♦ ♦ Protection from manufacturing and material defects Car can be repaired at any Ford out let across the country Unlimited number of claims No excess to pay One up-front payment only Inflation protection from rising costs of parts and labour All repairs carried out by qualified Ford technicians Warranty can be transferred when vehicle is sold – better resale value Total peace of mind TOTAL MAINTENANCE PLAN What is Total Maintenance Plan? ♦ Cost of ownership is the key factor while considering vehicle purchases ♦ As part of regular maintenance. hence increases the resale value.
Fuel filter. Shock Absorbers etc. Spark plugs etc. Clutch Plates. This enables the customer to have total peace of mind in the form of a “Maintenance Holiday” What does it cover? ♦ Scheduled servicing like Engine Oil change. ♦ Non-scheduled maintenance like Brake Pads/Shoes. ♦ Mechanical/Electrical repairs ♦ Labour for all the above What does it NOT cover? ♦ Accident repairs ♦ Tyres ♦ Fuel Benefits to the customer ♦ ♦ ♦ ♦ ♦ ♦ ♦ ♦ ♦ ♦ Total peace of mind Fixed price for next 2 to 3 years Increased residual value of the car Only Ford genuine parts are used Can avail this service across the country at all Ford authorized outlets Transferable Incase of total loss. Brake Discs.Marketing Strategies of Ford Motors ♦ A comprehensive maintenance plan by Ford will serve as a good tool to improve the service experience and minimize concerns on cost of ownership of the vehicle ♦ Total Maintenance Plan (TMP) is a complete service solution provided to the customer. Lower Suspension Arms. can be cancelled Ford factory backed programme Diagnosis/repairs as per recommended standards and practices Vehicles serviced by Ford trained and certified technicians  .. Oil filter.
Marketing Strategies of Ford Motors RESEARCH METHODOLOGY  .
Marketing Strategies of Ford Motors Title of the study Marketing strategies of ford motors Objective of study • • To analyze the competitive advantage of ford To know the influence of various Marketing Strategies. To know whether the customers are satisfied with the offers given by the dealer. The major purpose of descriptive research is description of the state of affairs as it exists at present. Promotional Activities towards the customers of four wheelers (cars). • • Type of research Descriptive Research Descriptive research includes and fact finding enquires of different kinds. Researcher has no control over the variables of this type  . TO study and analyze the customer's perception regarding the usefulness/utility of Ford cars.
the method of simple random sampling was chosen to conduct our survey. This research is useful for the company as it helps the company in comparative analysis. survey research was used and he all the details of Ford and their competitors were contacted. This research is useful for the company to know their competitive advantage.The methodology of the study is based on primary data. How to increase sales of Ford. Scope of the study • • • • • • • • It gave a change to use the conceptual knowledge in actual Environment in prepares the researcher use the knowledge in His future endeveaour. It gives insight of the topic. The primary data was gathered from the so as to establish a comprehensive comparison with the help of statistical charts and tables. To create an awareness of Ford and its product. Simple random sampling simple random sampling is a method that gives each element in the population an equal probability of getting into the sample. research is the approached gathering description and information. To know the marketing strategies and Sales promotion activity in Ford.Marketing Strategies of Ford Motors of research. Methods of Data collection PRIMARY DATA: It consists of information collected for the specific purpose. Survey Sample size and method of selecting sample A sample of 100 respondents was agreed upon by the group and after the questionnaire was drafted. It gives each possible sample combination an equal probability of being chosen. The conclusion arrived at are based on a very less experience  . and all choices are independent of one another. Limitation of study • • The study was restricted to theoretical ground only so it was difficult to draw the true interpretation of the study.
Peoples are very busy in work.Marketing Strategies of Ford Motors • • • • • The survey is conducted to in very short time. We use questionnaires tool for data collection.  . They do not give enough time for answer of questions. This proved to be a limitation because the results thus obtained cannot be accurately generalized for the entire country. Hence shortest of time is a big limitation for the survey. In the Udaipur city. Indifference and lack of interest disposed by a few respondents leading to unauthentic responses. Due to time constraint the survey could be conducted only in Udaipur.
Marketing Strategies of Ford Motors FINDINGS ANALYSIS AND INTERPRETATION FINDINGS. Which of the following Ford car you own? Data analysis: Name of the car Fiesta Ikon Endeavour Fusion Total % of customers 49 27 15 9 100%  .ANALYSIS AND INTERPRETATION 1.
Marketing Strategies of Ford Motors 50 40 30 20 10 0 %of custom ers F ta ies Ik on Endeavour F ion us Interpretation: This question is meant for taking the information regarding the most preferred car in the Ford cars. 2. From the above graph it is found that most preferred vehicle of Ford cars is Fiesta. What do you like most about your Ford car? Data analysis: Customers preference Style/design Comfort Ford brand Service % of customers 18 46 26 10  .
From the data we can position our product to the comfort seeking 3.Marketing Strategies of Ford Motors Customer Preference 50 40 30 20 10 r e m t s u c f o % 46 26 18 10 0 Style/design Interpretation: group of people. What do you feel great about your car when compared to other cars in the market? Data analysis: Customers perspective Fuel efficiency Durability Low maintenance Sound quality Brand name % of customers 4 14 18 24 40  . Comfort Ford brand Service This question is meant to know the customers preferences and likes towards the cars.
Many of the Ford customers are buying the cars by seeing its Brand Name only. How did you come to know about this car before purchasing? Data analysis: Source of awareness Friends.Marketing Strategies of Ford Motors 40 35 30 25 20 15 10 5 0 customer prespective r e m t s u c f o % Fuel efficiency Durability Low maintenance Sound quality Brand name Interpretation: From this question we can position the cars according to the customer’s perspectives. The no. 4. of customers satisfied with the fuel efficiency are very low. relatives Advertisements Car experts Sale’s persons visit Auto magazines % of customers 18 50 6 16 10  .
5. relatives Advertisements Car experts Sale’s persons visit Auto magazines Source of awareness Interpretation: Most of the Ford customers came to know about their vehicle through advertisements only. Can you share your experience with after sale service support Data analysis: Post service experience Very much satisfied Satisfied Ok Not satisfied % of customers 12 30 50 8  .Marketing Strategies of Ford Motors 50 40 30 20 10 0 r e m t s u c f o % 50 18 6 16 10 Friends. The major media that attracted the customers is television.
Most of the customers are just telling ok about the service. Even some of the customers are not satisfied with the service given by the authorized service men. 6.Marketing Strategies of Ford Motors 60 50 40 30 20 r e m t s u c f o % 10 0 After sale service experience Very much satisfied Satisfied Ok Not satisfied Interpretation: This question is prepared to know the service levels of the authorized dealer. Where do you get your car serviced regularly? Data analysis: Place of service At authorized service centre At a local workshop near home % of customers 82 18  . Only a very few customers are very much satisfied with the service.
7. From this we come to know what the importance of authorized service centers for car is. Which bank do you prefer in getting financial help while purchasing a car? Data analysis: Name of the bank ICICI HDFC % of customers 42 12  .Marketing Strategies of Ford Motors Customers Preference for Service Centres 82% at authorised service centre 18% At a local workshop near home Interpretation: Most of the Fortune Ford customers are interested to service their vehicles only at the authorized dealers.
8. Customers are asking for 0% interest on financial help provided by the banks.Marketing Strategies of Ford Motors SBI Others 40 6 45 40 35 30 25 20 15 10 5 0 42 40 12 6 r e m t s u c f o % BANKS ICICI HDFC SBI Others Interpretation: Most of the customers prefer ICICI and SBI banks for taking financial help while purchasing a car. Which type of finance do you prefer? Data analysis: Type of finance In house finance Out house finance No difference between the two % of customers 60 24 16  .
M/Radio % of customers 52 14 32 2  . 9. To which media do you get expose regularly? Data analysis: Media Televisions Magazines News papers F.Marketing Strategies of Ford Motors Customer opinion of finance 60 60 50 40 30 20 r e m t s u c f o % 24 16 In house finance Out house finance No difference between the two 10 0 Types of finance Interpretation: To know the customers opinion about the finance and their interests in preferring the finance from various sources. this question is prepared. Most of the customers prefer only In house finance compared to outhouse finance.
V. 10. Channels National news channels Regional news channel Sports channels Entertainment channels % of customers 20 32 8 40  . channels do you watch regularly? Data analysis: T. which is a good media for communicating with people and delivering our intentions about product.Marketing Strategies of Ford Motors Media that attract customers 60 40 20 r e m t s u c f o % 52 32 14 2 0 Type of Media Televisions Magazines News papers F.V. Which kind of T.M/Radio Interpretation: From this analysis we come to know that most of the customers are interested in watching televisions.
More than quarter of the sample size showed interest only on the entertainment channels and next preference goes to the regional news channels.Marketing Strategies of Ford Motors Role of T.V channels in attracting customers 40 32 30 20 r e m t s u c f o % 40 National news channels Regional news channel 20 8 10 0 Sports channels Entertainment channels T. 11.V. channels.Channels Interpretation: This question is meant to know the interests and preferences of customers towards T.V. What’s your opinion on the price list of Ford cars? Data analysis: Customer opinion on pricelist of ford car Affordable by common man Affordable only by rich man Cant say % of customers 12 84 4  .
12.Marketing Strategies of Ford Motors Customer opinion on price list of Ford cars 42. 12% 2. 4% Affordable by common man Affordable only by rich man Cant say Interpretation: More than 80% of customers think that Ford cars are affordable only by rich men. These cars are too expensive for an economic/comman man of the society. What kinds of offers do you like or expect from the dealer? Data analysis: Offers Free insurance Special discount on sale of cars Extending the service period Finance availability with 0% interest % of customers 18 6 54 22  . 84% 6.
What more do you expect from your dealer? Data analysis: Expectations of customer Information about new cars Information about service and mileage Assistance regarding loans and insurance Understanding customer needs % of customers 4 68 8 20  . From the above analysis many customers are expecting the extension in the service period from the various offers given to them. 13.Marketing Strategies of Ford Motors Offers liked by customers 60 50 40 30 20 r e m t s u c f o % 54 Free insurance Special discount on sale of cars 18 6 22 Extending the service period Finance availability with 0% interest 10 0 Various offers Interpretation: By the result of this question we come to know about the various promotional techniques/offers which attract the customers.
From the above analysis we come to know about the customer’s expectations and their post purchase service demands from the dealer.Marketing Strategies of Ford Motors Customers expectations from dealer 80 60 40 r e m t s u c f o % 68 Information about new cars Information about service and mileage 20 0 4 8 20 Assistance regarding loans and insurance Understanding customer needs Expectations Interpretation: Most of the customers are expecting the information about service and mileage regarding the cars from the dealer. How do you feel when an unknown sales person approaches you by knowing your full details to demonstrate about any product? Data analysis: Customer opinion I will not respond Lost my privacy Interested in knowing (if I feel a need of it) % of customers 22 10 68  . 14.
15. In reply majority of the customers gave a positive reply by showing interest in knowing about the cars when a sales person gives a detailed description about the cars.Marketing Strategies of Ford Motors 70 60 50 40 30 r e m t s u c f o % 68 I will not respond Lost my privacy 22 10 Interested in knowing (if I feel a need of it) 20 10 0 Customer opinion Interpretation: This question is prepared indirectly to know about the customer’s opinion about the Data Bank maintenance by the Fortune Ford. What’s your opinion on a Brand Ambassador for the cars? Data analysis: Customer opinion on ambassador Very necessary Not needed Waste of money for manufacturer % of customers 86 14 0  .
Marketing Strategies of Ford Motors Opinion on Brand Ambassador 100 80 60 40 20 0 14 0 customer opinion r e m t s u c f o % 86 Very necessary Not needed Waste of money for manufacturer Interpretation: This question is meant to know about the importance of Brand Ambassador for a car in the customer’s point of view. 16. Most of the Ford customers think that a Brand Ambassador is very necessary for promoting a car. What’s your opinion about the previous Ambassador Abhishek Bachan for the car Ford Fiesta? Data analysis: Customer opinion Full filled the purpose Unable to attract customers He was not apt for it % of customers 76 20 4  .
17. Whom do you suggest as a right person for promoting a car? Data analysis: Customer suggestion Sports person Film star Car expert Any celebrity % of customers 36 42 14 8  .Marketing Strategies of Ford Motors Customer opinion about Abhishek Bachan Full filled the purpose 76% Unable to attract the customers He was not apt for it 4% 20% Interpretation: Most of the Ford customers think that the previous Brand Ambassador Abhishek Bachan for the car Ford Fiesta full filled the purpose and he was able to increase the sales of the cars Fiesta.
What other brand(s) did you seriously consider before making this car purchase? Data analysis: Brand name Hyundai Skoda Maruti Honda  % of customers 38 24 10 18 . 18. Because many of them get attracted only to their favorite film stars other than other brand ambassadors.Marketing Strategies of Ford Motors Customer suggestion about Brand Ambassador 50 40 30 20 10 0 Brand Ambassadors r e m t s u c f o % 42 36 Sports person Film star 14 8 Car expert Any celebrity Interpretation: Most of the customers of Ford suggest a film star as the best ambassador.
• A good looking of showroom. • Car demo provide at customer required place.Marketing Strategies of Ford Motors Toyota 10 Brand preference other than Ford 40 30 % o c f u r e m o t s 38 24 18 10 10 20 10 0 Brand name Hyundai Skoda Maruthi Honda Toyota Interpretation: their preference. Strength • Good brand name. • Latest technology. • Better customer feedback.  . • A highly trained and professional sales force and staff. Skoda occupies the second place in Swot Analysis 1. • Customer trust. • Good looking of ford cars. Most of the Ford customers are opting for Hyundai when they are asked to consider a brand other than Ford.
• New technology should be developed. Excellent policies of its competitors. • Prices are very high of Ford cars. • Properly telecalling can easily retain the customer. • Less product on offer. • Incentive is not give time to time for ford employees. • After sales services are not good . • No stability of employees. • No properly advertising of Ford cars. A complete diversified project portfolio. • Good advertising can be retaining customer. This is a very short time period for reaching any conclusion on the employment process or manpower results of the organization. CONCLUSION The study of finance department and sales department of any organization is not just a study work of few months. fast and accurate service to the customer. • New polices should be developed. 3. Technology is changing world wide over very rapidly and there is risks of obsolesces of the technology used by Ford. • Threats • • • Large number of private players. • Technical parts of Ford cars are very high range. Opportunities • Improved services can retain the customer.. • No changes in organization. weakness • Complaint about hidden charges by customer. • New market strategy can be developed. Better after sales service. This is a very wide subject for work.Marketing Strategies of Ford Motors • • • Good credit facility provide to customer. • Majority of the market still untapped. 4. 2.  .
It means we are new at every moment. These all are presented in the following of the company in sales field: • The work environment of the organization is friendly and suitable for the better work performance. After a brief study of Ford Ltd. I reach on some conclusion. there are a lot of things for learning in the field of business. • •  . So many facilities are provided to the employees of the organization. Management of the organization is helpful for the employees in any kind of problem. • There are a lot of opportunities of growth in the organization. In finance and sales department.Marketing Strategies of Ford Motors In today’s rapidly changing world.
Company should provide attractive salary to employees.Marketing Strategies of Ford Motors RECOMMENDATIONS AND SUGGESTIONS Recommendations and Suggestions • • • • • • Control the variations in income of employees. Latest technology must be used by the car manufacture of Toyota. Event show should be organized. Provide incentive to motivate employees.  . Om Toyota must stick to its product thus it will help in facing the competition.
i. 3) The service men in the service centers are unable to understand the problems told by us. 10) Mileage of Fiesta is very worst its giving only 9 to 11 Kms per liter. vehicle colour is getting shaded very quickly. We don’t see or find much of the Ford car advertisements in T. Please try to rectify it. 12) Please send the specially appointed feed back taking staff on Sunday evenings only. 11) The quality of the sun proof coating used is of very low quality. So try to concentrate on this segment. 7) Try to provide financial facility at 0% interest. Please recruit efficient service men in the service centers. 8) Customer should be educated about the maintenance of the vehicle. 4) Provide information on service and mileage regularly. 5) Please provide information about new cars along with their price lists at least once in 6 months.e. 9) Mileage of the cars is not up to the expectations. 6) Advertisements through televisions can influence many categories of people. maintenance tips should be provided.Marketing Strategies of Ford Motors Suggestion Given By Customer 1) Please try to increase the number of Service centers.  .V except Fiesta. but they do not respond when we come to tell our problems regarding the cars. and they are not resolving the cars problems. 13) The sales people present in the showroom respond to us properly when we come to purchase a new car. 2) There is no proper response from the service men at service station.
Marketing Strategies of Ford Motors APPENDIX Appendix  .
Marketing Strategies of Ford Motors QUESTIONNAIRE Name : Contact no. Which of the following Ford car you own? a) Fiesta b) Ikon c) Endeavour d) Fusion 2. relatives (buzz)  . What do you feel great about your car when compared to other cars in the market? a) Fuel efficiency b) Durability c) Low maintenance d) Sound quality e) Brand name 4. What do you like most about your Ford car? a) Style/design b) Comfort c) Ford brand d) Service 3. How did you come to know about this car before purchasing? a) From friends. Address: E-Mail address: 1.
Which bank do you prefer in getting financial help while purchasing a car? a) ICICI b) HDFC c) SBI d) others 8. Where do you get your car serviced regularly? a) At authorized service centre b) At a local workshop near my home 7. Which type of finance do you prefer? a) In house finance b) Out house finance c) No difference between the two 9.Marketing Strategies of Ford Motors b) Advertisements c) Car experts d) Sale’s persons visit e) Auto magazines 5. Can you share your experience with after sale service support? a) Very much satisfied b) Satisfied c) Ok d) Not satisfied 6. To which media do you get expose regularly? a) Televisions  .
Marketing Strategies of Ford Motors b) Magazines c) News papers d) F. What kinds of offers do you like or expect from the dealer? a) Free insurance b) Special discount on sale of cars c) Extending the service period d) Finance availability with 0% interest 13. channels do you watch regularly? a) National news channels b) Regional news channels c) Sports channels d) Entertainment channels 11. Which kind of T. What’s your opinion on the price list of Ford cars? a) Affordable by common man b) Affordable only for rich man c) Cant say 12.V.M/Radio 10. What more do you expect from your dealer? a) Information about new cars b) Information about service and mileage c) Assistance regarding loans and insurance d) Understanding customer needs  .
What’s your opinion on a Brand Ambassador for the cars? a) Very necessary b) Not needed c) Waste of money for manufacturer 16.Marketing Strategies of Ford Motors 14. How do you feel when an unknown sales person approaches you by knowing your full details to demonstrate about any product? a) I will not respond b) Lost my privacy c) Interested in knowing (if I feel a need of it) 15. Whom do you suggest as a right person for promoting a car? a) Sports person b) Film stars c) Car expert d) Any celebrity 18. 17. What’s your opinion about the previous Ambassador Abhishek Bachan for the car Ford Fiesta? a) Full filled the purpose b) Unable to attract customers c) He was not apt for it. What other brand(s) did you seriously consider before making this car purchase? a) Hyundai b) Skoda c) Maruthi d) Honda e) Toyota  .
Marketing Strategies of Ford Motors BIBLIOGRAPHY  .
Kotler Phillip: Marketing Management Eleventh revised edition.com www.Marketing Strategies of Ford Motors BIBLIOGRAPHY WEBLIOGRAPHY:: www.com www. R. P.  .com REFERANCE BOOKS: Kothari C.fortuneford. 2002. 2001.: Statistical Methods Thirteen revised edition.fordindia.wikipedia. Gupta S.: Research Methodology methods and techniques.2nd edition.
Marketing Strategies of Ford Motors Thank You  .
This action might not be possible to undo. Are you sure you want to continue?
We've moved you to where you read on your other device.
Get the full title to continue listening from where you left off, or restart the preview.