Ford Bold Moves marketing campaign

After laying off more than 40,000 employees and closing 16 plants, get across Motors is desperate to stop its depressedward spiral. On January 25, 2007, crossing describe a record setting full-year net loss of $12.7 cardinal in 2006 following a loss of $9.9 billion in 2005 ( fording Financial Results News Release 1/25/2007). The linked States automotive market has historically been dominated by the trio biggest Detroit automakers (Ford, DaimlerChrysler, and General Motors) with Ford traditionally leading the mode with a 25% market share in the mid 1990?s. Ford?s market share slid to 17.4% in 2005 and continued down to 16.5% in 2006 according to Autodata Corp. In addition to substantial fiscal losses, Ford has also experienced an upheaval in major(postnominal) leadership and the internal organization structure. Ford Motor potbelly stove is hoping its new ?Bold Moves? integrated marketing campaign exit help refresh Ford?s image, reinvigorate sales, and reincarnate competitive performance.

Ford launched its ?Bold Moves? campaign in the flush of 2006 with a television ad during the popular ?American none such? program. With the ?Bold Moves? campaign, Ford seeks to draw in consumers and align the intrepid moves people make in their every day lives with the brusk moves Ford is making to get back on track.



George Rogers, prexy and CEO of JWT Detroit, the advertising agency that developed ?Bold Moves? for Ford described the campaign, ??Bold Moves? is so much more than a tag line change. It?s a new way of thinking at Ford that delivers marketing actions and more bulls eye and customer focus.? (Ford Press Release May 2006) Ford seeks to manoeuver customers more with their new campaign and expand from the traditional forms of media such as television and magazine advertising.

The specific goals and objectives of Ford?s ?Bold Moves? campaign are multi-faceted. Ford seeks to improve consumer attitude...

If you require to get a full essay, order it on our website: Orderessay



If you want to get a full essay, wisit our page: write my essay .