Integrated Marketing Communication Plan for the Ford 2011 Fusion Hybrid Car - Case Study Example

Integrated marketing communication plan for the Ford 2011 Fusion hybrid car Executive summary This integrated marketing communication plan recommends that Ford Motor company uses audio/visual and print advertisement supported by direct mail in addition to other tools of marketing communication to attain its marketing communication objectives for the 2011 Fusion hybrid car. To create awareness, interest and adoption, the report suggests that events promotions be employed. To attain short term sales the report recommends sales promotion. The effectiveness of these tools and the product (2011 Fusion hybrid car) should be done through evaluation. Table of Contents Introduction 2 Background 3 The campaign communication objectives 4 Target audience 5 Positioning 6 Message strategy 6 Elements of integrated marketing communication mix to be used 7 a.Advertising 9 The message and information 9 Sales promotion and Support media 10 Direct marketing 11 E-Active 11 Alternate media 11 Production requirements 12 Media selection 12 Media budget for three weeks 12 Evaluation 13 Conclusion 13 References 16 Introduction Marketing communication is the process by which a firm’s information and its offerings are released to a certain segment of the market (Allred, et al, 2007). Communication is essential in informing the buyer of the availability of an offering, its unique benefits and where and how to obtain and use the offering (Petley, 2003). Integrated marketing communication plan is a framework for the development, implementation and the control of the integrated marketing communication program of the organization (Sutherland & Sylvester, 2000). It helps in evaluation of the current situation of the firm (English, 2006). It is also fundamental in the determination of the role to be played by each element of promotion mix. It also helps in developing strategies for each element of promotion mix. The IMC plan enables a firm to plan for the implementation of elements of promotion mix. Finally, IMC helps in the evaluation of the results from the implementation of the elements of promotion mix. In this paper, we write an integrated marketing plan for the 2011 Fusion Hybrid car from Ford Motor Company. Background Ford motor company was founded by Henry Ford. It is an American company, which has branches all over the globe. The company was incorporated in 1903. The company is fourth largest company in the world based on the number of cars sold annually (Allred, et al, 2007). Today the company manufactures vehicles with varied brand names including Lincoln and Mercury in the USA (English, 2006). The company has major manufacturing plants in Mexico, Canada, the United Kingdom, turkey, Brazil, Australia, Argentina, the people’s republic of China and South Africa. The ford motor company has acquired several motor companies over the time. These include Aston Martin in 1989, Volvo Cars in 1999 and Mazda of Japan. The ford motor company has been forced by the recent economic down turn to enter into hybrid and electric car manufacture which holds promise for the profitability of motor companies (Baker, 2003). The production of 2010 Fusion Hybrid by the ford motor company saw it enter officially into the hybrid car arena. The fusion hybrid is a representation of the first hybrid sedan for the company (Ford Motor Company, 2010). The 2011 fusion hybrid promises to offer the EcoBoost option which enhances fuel capacity. The model differs from the 2010 fusion hybrid in that it has switched from a 2.5 to 2.3-litre four-cylinder engine. The engine is also capable of producing 191 horsepower in total. The powering of the wheels is through continuous variable automatic transmission. The battery pack consists of a nickel metal hydride. This reduces the power but has an added advantage of improving fuel economy rating for this car. The car is expected to consume around 23 miles per gallon of fuel on the city and 34 miles per gallon of fuel on the highway (Baker, 2003). Thus, the car has several advantages including fuel-efficient driving, wide range of choices for power train for adaptation to the customers' driving needs, competitive pricing and a wider range of interior features, which are customized for a better ride quality (Davids and Newcomb, 2006). In spite the advantages, the model has reduced engine capacity for the base model and lacks styling that distinguishes it from the 2010 model. The prices for the model are expected to be lower than competing models from other companies by between $1000 and $2000. Thus, the S model is expected to be about $20,000 while the SE model is expected to be priced higher than $25,000. The competitors of this model include the 2011 Toyota Camry and the 2011 Honda Accord. The campaign communication objectives These are the results that a firm intents to accomplish through its promotional program. Consumers usually respond in terms of hierarchy of effects (Davids and Newcomb, 2006). This is the sequence of stages through which a prospective buyer goes through (Baker, 2003). The hierarchy of effects includes: Awareness: being a new product to be introduced into the market, creation of awareness will be crucial for the success of 2011 Fusion Hybrid car (Ford Motor Company, 2010). Our campaign aims to build awareness of 60% within our target market. Interest: this comes after creation of awareness to enable the customer to build desire for the product. With about 60% of the target market aware of the 2011 Fusion Hybrid car, it is expected that 40% will interested in the car. Evaluation: with 40% of customers interested in the 2011 Fusion Hybrid car we want them to evaluate, that is, to compare the 2011 Fusion Hybrid car to other hybrid cars available and our car to make their list of possible choices at least 30% of the time. Trial: this is the most vital stage of purchasing. After evaluating the 2011 Fusion Hybrid car, customers ought to select it over other hybrid models at least 20% of the time because of its high fuel efficient, competitive pricing and ability of customization to meet customer’s driving needs. Adoption: as the consumers use the 2011 Fusion Hybrid car, their friends will be able to experience 2011 Fusion Hybrid car in a real time situation. We intent to built adoption of more than 75%, which will mean that the consumer will buy the car and have positive response to the car. Target audience The target market for this integrated marketing and communication campaign is the green consumer in the state of California, USA. In our case, green consumers are people who purchase green for health related reasons. They are involved in the recycling and conservation of resources whether directly or indirectly (Baker, 2003). In addition, they are involved in prevention of pollution and eat organic food. Most people who fall in this category have college experience, hold white-collar jobs and have household incomes exceeding $50,000 per year (Ford Motor Company, 2010). These individuals are more willing to spend more on eco friendly products. The individuals usually buy environmentally friendly products, buy green products and support environmental advocacy programs in addition to making monetary contributions to support these causes (Allred, et al, 2007). The individuals also are characterized by cultural intuition, being health conscious, frequent museums and love outdoor activities. Our campaign will focus on all green consumers found in the state of California, United States of America. Positioning The 2011 Fusion hybrid will be positioned as the car which allows the user to adjust to his driving needs, allows fuel efficiency and has competitive pricing in addition to having a wide range of internal features and being environmentally friendly (Allred, et al, 2007). The car will be positioned as a green product that goes a long way in alleviating environmental pollution through reduced emission of carbon (Baker, 2003). Functional benefits of the car would be enjoying a ride without causing pollution to the environment and having personalized driving needs. In comparison with major competitors like the 2011 Toyota Camry and the 2011 Honda Accord, 2011 fusion hybrid car is cheaper and more fuel efficient (Ford Motor Company, 2010). For simplicity purposes of the overall position strategy, the following positioning strategy has been developed: Chose your driving needs, save on your fuel expenditure with a single model of car, as you stay green and drive green at reduced initial cost. Message strategy Message 1: 2011 Fusion Hybrid car promises to offer the EcoBoost option, which enhances fuel capacity Message 2: The 2011 Fusion Hybrid car, which improves the fuel economy rating Message 3: The 2011 Fusion Hybrid car promises a wide range of choices for power train for adaptation to the customer’s driving needs Message 4: The car has competitive pricing and a wider range of interior features, which are customized for a better ride quality Elements of integrated marketing communication mix to be used The primary target for 2011 Fusion Hybrid car is green consumers. Thus, several approaches will be used to reach our target market. Our first objective is to create awareness by 60% among our target market. Creation of awareness will involve making the target market aware of the existence of 2011 Fusion Hybrid car, its functionality and how it can be accessed. To achieve this step, various means will be employed. First, we will use print media available in USA (Isenberg, 1987). This will include adverts in daily newspapers, lifestyle magazines and any other popular print media available. Adverts will also be placed on several bulletin boards and billboards in major towns in the state of California, USA. In spite, the fact that prints media is instrumental in building awareness among potential consumers; it is not as effective as audio/visual media for complex products (English, 2006). Thus audio/visual media will also be employed for effective creation of awareness of 2011 Fusion Hybrid car (Allred, et al, 2007). Thus, our most efficiency means of awareness creation will involve adverts on television stations, radio stations and popular television programs in the state of California, USA (Ford Motor Company, 2010). These adverts will be geared toward the target market. Websites addressing environmental issues will also be used for advertising 2011 Fusion Hybrid car since our target market being green consumers are likely to visit these sites. Our second objective is to create interest in 2011 Fusion Hybrid car by 40% among our target market. The company will be involved in sponsoring environmentally friendly programs among communities (Baker, 2003). Colourful signs and banners will be used to create interest among target markets in different events such state fairs and auto shows (Isenberg, 1987). To create interest among youthful audience several concerts featuring various music types and artists will be sponsored by the company in various regions of the state of California, USA (Ford Motor Company, 2010). Our third objective involves evaluation (Isenberg, 1987). This will be achieved via making the 2011 Fusion Hybrid car accessible to our target market. Through our development of marketing mix, the company will be sponsoring several concerts and will be participating in other events. In as much as the events will be used to create interest in 2011 Fusion Hybrid car, they will also be used to encourage evaluation at a target rate of 30%. The 2011 Fusion Hybrid car will be made available at various events to enable participants to try out (Ford Motor Company, 2010). Having the car at such events will encourage the participants to try the car in a real use situation. The artists and bands at the concerts will also encourage the attendees to have a try of the 2011 Fusion Hybrid car. Our fourth objective is to encourage purchase of 2011 Fusion Hybrid car by 20%. Customers will be provided with price rebates to help in achieving this objective. This will encourage consumers to believe that they are getting a bargain. The company will also offer fuel vouchers to buyers. The company will also offer discounts in the form of marketing funds to encourage sales by retailers and advertisement and promotion by major advertising agents. Our last objective is to encourage adoption of 2011 Fusion Hybrid by 75% among our target market. To attain this we will be buyers with vouchers to buy fuels that can cover 400 miles (Allred, et al, 2007). The buyers will be given a warranty of ten years on the battery of the car and the same amount of warranty on the car (Davids and Newcomb, 2006). This phase will be vital since the buyers will act as good ambassadors for our 2011 Fusion Hybrid car model. Early users who realize the benefits of the car will happily spread the good news to their friends and family members who will be encouraged to buy the car. The integrated marketing mix will include: a. Advertising Any advertisement must have a message, which focuses on the key benefits of the product (McDonald, 1992). This is important to prospective buyers in making trial and adoption decision-making. The advertisement of the 2011 Fusion Hybrid car will have a message designed to appeal to green consumers. The message and information The primary message for 2011 Fusion Hybrid car will be that the 2011 Fusion Hybrid car provides fuel efficient driving, wide range of choices for power train for adaptation to the customer’s driving needs, competitive pricing and a wider range of interior features which are customized for a better ride quality. The adverts will concentrate on these benefits leaving out the technical part, which may reduce perception of the benefits of the car. The following themes will be wrapped in the advertisement message to appeal to the target market. Eco friendly appeal-one theme in appeal will be eco friendly appeal Appeal to “Yuppie”-the young generation has to do better, look better and more technical and cool material things. Therefore, the message will have the main theme, “Drive 2011 Fusion Hybrid car, save the world”. All those shown in the adverts will symbolize ambition. Sales promotion and Support media There are various sales promotional tools, which include event marketing, sponsorship, deals and discounts and product placement (McDonald, 1992). Since in sales promotion prices are valued by buyers the price of 2011 Fusion Hybrid car will be emphasized in the advertisement. For instance, the following message will be adopted to promote the car: “2011 Fusion Hybrid car, buy one get a moth’s fuel voucher” or “always cheap, always eco friendly always 2011 Fusion Hybrid car” This will also involve event promotions to increase awareness, interest and positive image of 2011 Fusion Hybrid car. These will include: Earth Fair Rock n Roll Marathon Green living expo 2010 Since consumers prefer cash discounts to any other type of promotion, the car will be introduced in the market with a 5% price discount. Direct marketing Direct marketing will involve adverts on the internet and online sales. Thus, customers will be allowed to order from direct marketers or via the internet. This will allow quick preparation of messages for customers and will facilitate customer relations. Public relations This portion of campaign will involve creation of positive public attitude and creation of favourable image for 2011 Fusion Hybrid car and the sponsors involved. Our intention is to implement media kits, press releases, co-branding and interviews with non-profit environmental organizations (Ford Motor Company, 2010). E-Active This will involve use of internet interactive marketing (McDonald, 1992). Attention will be paid to creation of e-mail list, banner advertisement buys on different websites, and key word buys on Yahoo, Google, and co-branding. Alternate media Alternate media will include posters, magazine racks, theatre adverts, tote bags, projector guerrilla advertisement and antenna balls (Weinreich, 2001). Production requirements Production will require creative development, music artists, actors and still photography. Media strategy Media selection The campaign will focus on television and newspaper advertisement. The advertisement for 2011 Fusion Hybrid car will be distributed among three weekly newspapers, 10 major radio stations and three major television stations (Davids and Newcomb, 2006). The papers to be used have 100% market situation and are distributed all over the state of California, USA. The TV stations and radios to be employed are the most popular in the state. The two forms of advertisement are chosen because they are more efficient in reaching a large number of people. This will be supported by magazines, internet sites and outdoor advertisement. Public relations will also be used since it is more credible source in the consumer’s mind. Direct marketing will be employed and this will help in getting immediate feedback since it allows persuasion and selection of audience in addition to providing complex information. It will also allow creation of relationship with customers. Sales promotions will help change the perception among potential consumers of 2011 Fusion Hybrid car that hybrid cars are expensive. Media budget for three weeks Media Number Cost per media Total cost Newspapers 3 $325 $975 Television 3 $1,000,000 $3,000,000 Radio 10 $100,000 $1,000,000 Posters 100,000 $0.5 $50,000 Magazine racks 2000 $28 $56,000 Theatre advertisement 200 $18 $3,600 Tote bag 40,000 $2.86 $114,400 Projector guerrilla advertisement 10 $2,500 $25,000 Business cards 5,000 $0.5 $2,500 Event promotion 3 $7,000 $21,000 Internet budget $1,700 $1,700 Support media $69,640 $69,640 Total $4,344,815.00 Evaluation The evaluation process will be based on how well we reach the target market and attain our communication objectives (Isenberg, 1987). First, we will analyse the response of consumers to our advertisements through various media to see the effectiveness of our adverts (Simkin, 2002). This will be accomplished through surveys at the events that we will be sponsoring and via telephone calls and mails to registered owners. This will aid in the understanding of how effective the adverts and the product are. Conclusion This report has designed a marketing communication plan for launching 2011 Fusion Hybrid car from Ford Motor Company in the state of California, USA. Weekly newspaper and audio/visual advertisement have been chosen as the major marketing tools. This is because the two forms have the ability to reach a large number of people efficiently in the state. This will be supported other print media and out door advertisement. In addition, internet advertisement, sales promotions and public relations activities will also be employed to attain the set objectives. The use of these marketing mix elements will help in realizing the marketing communication objectives set in the report. All the marketing tools are expected to complement each other throughout the campaign period that will take three weeks. It is expected that the tools will also enhance the brand value of 2011 Fusion Hybrid car. Since no technical message will be included in the campaign tools employed, the chances of misinterpretation of the intended message is very low. Evaluation will also be carried out throughout the campaign period to determine the effectiveness of the campaign and the 2011 Fusion Hybrid car in the market. References Allred, A., Addams, H.L., and Chakraborty, G. 2007. Is informal planning the key to success of the inc. 500? Journal of Small Business Strategy, 18(1): 95-104. Baker, M. 2003. The Marketing Book, 5th Ed. London: Butterworth-Heinemann Publishers. Davids, M., and Newcomb, K. 2006. Planning for marketing success: Turning the “Wheel”. Debt 3, 21(4): 22-25. English, J. 2006. How to Organise & Operate a Small Business in Australia: How to Turn Ideas Into Success, 10th Ed. Sydney: Allen & Unwin Publishers. Ford Motor Company. 2010. Home. Available at www.ford.com [Accessed 24 September 2010] Isenberg, D.J. 1987. The tactics of strategic opportunism. 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