Spain Vs Italy Spain to be banned from participating in Euro 2024.docx
The Ford Flex- Re-shaping the Family Ride
1. THE FORD FLEX
Reshaping the Family Ride
Victoria Marzec
2. BACKGROUND
• Introduced in 2009
• ~$30,000-$45,000
• Substitute for Ford’s decision to
not have a mini-van in their line-up
• Crossover between a mini-van and
an SUV
• Ford’s “family” vehicle - 3 rows,
available with 6 or 7 seats
3.
4.
5. Challenges
2009 Sales 38,717
2010 Sales 34,227
Y2D Sales in 2010 19,803
Current 2011Sales 13,803
6. Challenges
2009 Sales 38,717
2010 Sales 34,227
Y2D Sales in 2010 19,803
Current 2011Sales 13,803
COMPETITION
Chrysler Town and Country Honda Odyssey Dodge Journey
Dodge Caravan Toyota Sienna Hyundai Veracruz
10. Target Audience
Soccer Moms
•Younger mothers with
young children
•Age 28-40
•Enjoy being “hip” and
follow trends in the
media
•Influenced by
celebrities and the
opinions of other
mothers
12. Target Audience Sports Dads
•Older men with sons or daughters in high
school or college
•Age 35-55
•Children play sports that require a large
amount of equipment
•Fathers are highly involved in children’s lives
and activities
•Wants to be “cool” and “hip” to impress their
children and their children’s friends
14. Target Audience
Young Grandparents
•Involved in their grandchildren’s lives
•Age 55-70
•Wants to impress their grandchildren by
keeping up on the latest trends
•Involved in social media (i.e have Facebook
to keep in touch with family, especially
grandchildren)
•Spends time with grandchildren
•Socially active
15. PRODUCT TO THE PEOPLE
Young
Soccer Moms Sports Dads
Grandparents
•Distribute Ford Flex’s to •Distribute Ford Flex’s to local •Young grandparents are going
influential “mommy bloggers”. community and high school football, to be mostly influenced by their
Have them blog about the Flex’s soccer, lacrosse and hockey children and their grandchildren.
space, capabilities and style. Share coaches. (preferably ones with sons Therefore, we need to get their
blogs on their personal Twitter and or daughters on the team)
Facebook pages as well as Flex’s attention by frequenting the Flex
Twitter and Facebook pages. •Hold “Flex Drives” at local high where they go most often with
school or league football, hockey their family. (i.e. the zoo, movie
•Re-distribute mother relatable and soccer games/tournaments. theaters, grocery stores)
“Flex stories” over Flex’s social Record reactions of the events and
media space. (link to stories from post to Flex’s Twitter/Facebook •Young grandparents will also be
thefordstory.com and page. Promote Twitter/ Facebook influenced by the other social
fordflexforum.com) pages during drive events. media strategies meant to target
the other audiences because they
•Offer incentives (Give-aways) on •Comparison tests- How much
Flex’s Twitter/Facebook pages to equipment and gear can you fit also attend grandchildren's sports
current Flex owners willing to comfortably in the Flex compared games and whatever their
share their Flex stories to your current vehicle? children are searching for or liking
on Twitter and Facebook.
•Online Advertisements- Toys R’ •Online Advertisements- Sports
Us, Target etc. websites gear, boat, trailer, golf, college
websites
18. OTHER EVENTS
AND PROMOTIONS
YouTube Video
Competition- Show Us
How You Flex!
19. OTHER EVENTS
AND PROMOTIONS
YouTube Video
Celebrity Endorsements
Competition- Show Us
and Sponsorships
How You Flex!
20. OTHER EVENTS
AND PROMOTIONS
YouTube Video
Celebrity Endorsements
Competition- Show Us
and Sponsorships
How You Flex!
Thumbs-up, Thumbs-down
Kid’s Flex Challenge
21. OTHER EVENTS
AND PROMOTIONS
YouTube Video
Celebrity Endorsements
Competition- Show Us
and Sponsorships
How You Flex!
Thumbs-up, Thumbs-down
Kid’s Flex Challenge
College Campus
Move-in Blog
22. OTHER EVENTS
AND PROMOTIONS
YouTube Video
Celebrity Endorsements
Competition- Show Us
and Sponsorships
How You Flex!
Thumbs-up, Thumbs-down
Kid’s Flex Challenge
College Campus College Campus
Move-in Blog Tailgate Campaign
23.
24. METRICS
To be achieved by December 2012
• Current Units Sold for 2011- 13,803
• Goal - Increase units sold by 20,000 units by December 2011
Sell 50,000 units by December 2012
• Current Facebook “Likes” - 1, 321
• Goal - Increase Ford Flex “Likes” by 100,000
• Current Followers on Twitter - 53
• Goal - Increase Followers by 10,000
• Current Number of Tweets - 0
• Goal - Increase number of tweets by 1,000
25. BUDGET
Events 500 thousand
Bloggers 300 thousand
“Give-Aways” 100 thousand
Celebrities 100 thousand
TIMELINE
Note: All timeline events, competitions and
tours will be actively and aggressively promoted
through Ford and Ford Flex’s social media pages.
Distribute Flex’s (i.e.- tour dates, blogs, multi-media etc.)
to Mommy Final
Preparation for Bloggers/ Evaluation
Football season Celebrity Hockey season One year Tailgate Season of Online
stadium tours/ Endorsers/ Soccer/ Lacrosse Season evaluation Football Dads use Flex’s at
promotions. Hockey Media
drive events Thumbs-up, Promotions. Target = Soccer of online tailgates. “Flex Drive” Events
game “Flex Drives” Marketing
Thumbs-down Moms, Sports Dads marketing at campus football games Strategy
strategy
Sept.-Nov 2011 Jan 2012 Jan 2012-March 2012 June 2012- Aug. 2012 Aug. 2012-Sept. 2012
August 2011 Oct.-Dec 2011 Nov 2011-March 2012 March 2012-June 2012 Aug. 2012 Sept. 2012-Nov. 2012 Dec 2012
College Campus Blog/ Tour
Football season Young
Traveling hockey Summer Competition New students use Ford Flex’s to drive
promotion- Target End of year Grandparents
team promotion. Flex How do You Flex? YouTube Video to their college, loaded up with their
football coaches/ evaluation/ campaign. “Flex
driven by traveling Competition- Use celebrity stuff for their dorms - Have them blog
dads. High school 4th quarter Drive” events at
“Flex Drives” hockey team. Blog endorsements as commercials to about the experience of moving in using
numbers Grocery stores,
experience. preface submissions. a Flex. Exemplify - APA, Storage, Space, zoos, etc
Fuel Economy etc.
Hinweis der Redaktion
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Ford was highly criticized for their decision to take a mini-van out of their line-up and many customers still beg for them to manufacture one in the future. The Flex was a new and experimental design that consumers either loved... or loved to hate on and still do. Although the Flex stands out in the market, it is not always positive. To be influential, we need to convince the public that the Flex’s unique body style is sleek, stylish, useful and innovative. Luckily for us, the mini-van has earned such a negative connotation over the years as being symbolic for a boring, generic, standard American family car. We need to convince people that the Flex is the new generation of the family vehicle that’s not only cool, but a smart and safe choice. \n
Ford was highly criticized for their decision to take a mini-van out of their line-up and many customers still beg for them to manufacture one in the future. The Flex was a new and experimental design that consumers either loved... or loved to hate on and still do. Although the Flex stands out in the market, it is not always positive. To be influential, we need to convince the public that the Flex’s unique body style is sleek, stylish, useful and innovative. Luckily for us, the mini-van has earned such a negative connotation over the years as being symbolic for a boring, generic, standard American family car. We need to convince people that the Flex is the new generation of the family vehicle that’s not only cool, but a smart and safe choice. \n
Ford was highly criticized for their decision to take a mini-van out of their line-up and many customers still beg for them to manufacture one in the future. The Flex was a new and experimental design that consumers either loved... or loved to hate on and still do. Although the Flex stands out in the market, it is not always positive. To be influential, we need to convince the public that the Flex’s unique body style is sleek, stylish, useful and innovative. Luckily for us, the mini-van has earned such a negative connotation over the years as being symbolic for a boring, generic, standard American family car. We need to convince people that the Flex is the new generation of the family vehicle that’s not only cool, but a smart and safe choice. \n
Ford was highly criticized for their decision to take a mini-van out of their line-up and many customers still beg for them to manufacture one in the future. The Flex was a new and experimental design that consumers either loved... or loved to hate on and still do. Although the Flex stands out in the market, it is not always positive. To be influential, we need to convince the public that the Flex’s unique body style is sleek, stylish, useful and innovative. Luckily for us, the mini-van has earned such a negative connotation over the years as being symbolic for a boring, generic, standard American family car. We need to convince people that the Flex is the new generation of the family vehicle that’s not only cool, but a smart and safe choice. \n
Ford was highly criticized for their decision to take a mini-van out of their line-up and many customers still beg for them to manufacture one in the future. The Flex was a new and experimental design that consumers either loved... or loved to hate on and still do. Although the Flex stands out in the market, it is not always positive. To be influential, we need to convince the public that the Flex’s unique body style is sleek, stylish, useful and innovative. Luckily for us, the mini-van has earned such a negative connotation over the years as being symbolic for a boring, generic, standard American family car. We need to convince people that the Flex is the new generation of the family vehicle that’s not only cool, but a smart and safe choice. \n
Ford was highly criticized for their decision to take a mini-van out of their line-up and many customers still beg for them to manufacture one in the future. The Flex was a new and experimental design that consumers either loved... or loved to hate on and still do. Although the Flex stands out in the market, it is not always positive. To be influential, we need to convince the public that the Flex’s unique body style is sleek, stylish, useful and innovative. Luckily for us, the mini-van has earned such a negative connotation over the years as being symbolic for a boring, generic, standard American family car. We need to convince people that the Flex is the new generation of the family vehicle that’s not only cool, but a smart and safe choice. \n
Ford was highly criticized for their decision to take a mini-van out of their line-up and many customers still beg for them to manufacture one in the future. The Flex was a new and experimental design that consumers either loved... or loved to hate on and still do. Although the Flex stands out in the market, it is not always positive. To be influential, we need to convince the public that the Flex’s unique body style is sleek, stylish, useful and innovative. Luckily for us, the mini-van has earned such a negative connotation over the years as being symbolic for a boring, generic, standard American family car. We need to convince people that the Flex is the new generation of the family vehicle that’s not only cool, but a smart and safe choice. \n
Ford was highly criticized for their decision to take a mini-van out of their line-up and many customers still beg for them to manufacture one in the future. The Flex was a new and experimental design that consumers either loved... or loved to hate on and still do. Although the Flex stands out in the market, it is not always positive. To be influential, we need to convince the public that the Flex’s unique body style is sleek, stylish, useful and innovative. Luckily for us, the mini-van has earned such a negative connotation over the years as being symbolic for a boring, generic, standard American family car. We need to convince people that the Flex is the new generation of the family vehicle that’s not only cool, but a smart and safe choice. \n
Ford was highly criticized for their decision to take a mini-van out of their line-up and many customers still beg for them to manufacture one in the future. The Flex was a new and experimental design that consumers either loved... or loved to hate on and still do. Although the Flex stands out in the market, it is not always positive. To be influential, we need to convince the public that the Flex’s unique body style is sleek, stylish, useful and innovative. Luckily for us, the mini-van has earned such a negative connotation over the years as being symbolic for a boring, generic, standard American family car. We need to convince people that the Flex is the new generation of the family vehicle that’s not only cool, but a smart and safe choice. \n
Ford was highly criticized for their decision to take a mini-van out of their line-up and many customers still beg for them to manufacture one in the future. The Flex was a new and experimental design that consumers either loved... or loved to hate on and still do. Although the Flex stands out in the market, it is not always positive. To be influential, we need to convince the public that the Flex’s unique body style is sleek, stylish, useful and innovative. Luckily for us, the mini-van has earned such a negative connotation over the years as being symbolic for a boring, generic, standard American family car. We need to convince people that the Flex is the new generation of the family vehicle that’s not only cool, but a smart and safe choice. \n
Ford was highly criticized for their decision to take a mini-van out of their line-up and many customers still beg for them to manufacture one in the future. The Flex was a new and experimental design that consumers either loved... or loved to hate on and still do. Although the Flex stands out in the market, it is not always positive. To be influential, we need to convince the public that the Flex’s unique body style is sleek, stylish, useful and innovative. Luckily for us, the mini-van has earned such a negative connotation over the years as being symbolic for a boring, generic, standard American family car. We need to convince people that the Flex is the new generation of the family vehicle that’s not only cool, but a smart and safe choice. \n
Ford was highly criticized for their decision to take a mini-van out of their line-up and many customers still beg for them to manufacture one in the future. The Flex was a new and experimental design that consumers either loved... or loved to hate on and still do. Although the Flex stands out in the market, it is not always positive. To be influential, we need to convince the public that the Flex’s unique body style is sleek, stylish, useful and innovative. Luckily for us, the mini-van has earned such a negative connotation over the years as being symbolic for a boring, generic, standard American family car. We need to convince people that the Flex is the new generation of the family vehicle that’s not only cool, but a smart and safe choice. \n
Ford was highly criticized for their decision to take a mini-van out of their line-up and many customers still beg for them to manufacture one in the future. The Flex was a new and experimental design that consumers either loved... or loved to hate on and still do. Although the Flex stands out in the market, it is not always positive. To be influential, we need to convince the public that the Flex’s unique body style is sleek, stylish, useful and innovative. Luckily for us, the mini-van has earned such a negative connotation over the years as being symbolic for a boring, generic, standard American family car. We need to convince people that the Flex is the new generation of the family vehicle that’s not only cool, but a smart and safe choice. \n
Ford was highly criticized for their decision to take a mini-van out of their line-up and many customers still beg for them to manufacture one in the future. The Flex was a new and experimental design that consumers either loved... or loved to hate on and still do. Although the Flex stands out in the market, it is not always positive. To be influential, we need to convince the public that the Flex’s unique body style is sleek, stylish, useful and innovative. Luckily for us, the mini-van has earned such a negative connotation over the years as being symbolic for a boring, generic, standard American family car. We need to convince people that the Flex is the new generation of the family vehicle that’s not only cool, but a smart and safe choice. \n
Ford was highly criticized for their decision to take a mini-van out of their line-up and many customers still beg for them to manufacture one in the future. The Flex was a new and experimental design that consumers either loved... or loved to hate on and still do. Although the Flex stands out in the market, it is not always positive. To be influential, we need to convince the public that the Flex’s unique body style is sleek, stylish, useful and innovative. Luckily for us, the mini-van has earned such a negative connotation over the years as being symbolic for a boring, generic, standard American family car. We need to convince people that the Flex is the new generation of the family vehicle that’s not only cool, but a smart and safe choice. \n
Ford was highly criticized for their decision to take a mini-van out of their line-up and many customers still beg for them to manufacture one in the future. The Flex was a new and experimental design that consumers either loved... or loved to hate on and still do. Although the Flex stands out in the market, it is not always positive. To be influential, we need to convince the public that the Flex’s unique body style is sleek, stylish, useful and innovative. Luckily for us, the mini-van has earned such a negative connotation over the years as being symbolic for a boring, generic, standard American family car. We need to convince people that the Flex is the new generation of the family vehicle that’s not only cool, but a smart and safe choice. \n
Ford was highly criticized for their decision to take a mini-van out of their line-up and many customers still beg for them to manufacture one in the future. The Flex was a new and experimental design that consumers either loved... or loved to hate on and still do. Although the Flex stands out in the market, it is not always positive. To be influential, we need to convince the public that the Flex’s unique body style is sleek, stylish, useful and innovative. Luckily for us, the mini-van has earned such a negative connotation over the years as being symbolic for a boring, generic, standard American family car. We need to convince people that the Flex is the new generation of the family vehicle that’s not only cool, but a smart and safe choice. \n
Ford was highly criticized for their decision to take a mini-van out of their line-up and many customers still beg for them to manufacture one in the future. The Flex was a new and experimental design that consumers either loved... or loved to hate on and still do. Although the Flex stands out in the market, it is not always positive. To be influential, we need to convince the public that the Flex’s unique body style is sleek, stylish, useful and innovative. Luckily for us, the mini-van has earned such a negative connotation over the years as being symbolic for a boring, generic, standard American family car. We need to convince people that the Flex is the new generation of the family vehicle that’s not only cool, but a smart and safe choice. \n
Ford was highly criticized for their decision to take a mini-van out of their line-up and many customers still beg for them to manufacture one in the future. The Flex was a new and experimental design that consumers either loved... or loved to hate on and still do. Although the Flex stands out in the market, it is not always positive. To be influential, we need to convince the public that the Flex’s unique body style is sleek, stylish, useful and innovative. Luckily for us, the mini-van has earned such a negative connotation over the years as being symbolic for a boring, generic, standard American family car. We need to convince people that the Flex is the new generation of the family vehicle that’s not only cool, but a smart and safe choice. \n
Ford was highly criticized for their decision to take a mini-van out of their line-up and many customers still beg for them to manufacture one in the future. The Flex was a new and experimental design that consumers either loved... or loved to hate on and still do. Although the Flex stands out in the market, it is not always positive. To be influential, we need to convince the public that the Flex’s unique body style is sleek, stylish, useful and innovative. Luckily for us, the mini-van has earned such a negative connotation over the years as being symbolic for a boring, generic, standard American family car. We need to convince people that the Flex is the new generation of the family vehicle that’s not only cool, but a smart and safe choice. \n
The Flex’s main target audience will be split between three different groups... all with separate wants and needs and with different ways that they are influenced. Since the Flex is a crossover between a mini-van and an SUV, it is important to market to both audiences that would typically search for both vehicles. \n
The Flex’s main target audience will be split between three different groups... all with separate wants and needs and with different ways that they are influenced. Since the Flex is a crossover between a mini-van and an SUV, it is important to market to both audiences that would typically search for both vehicles. \n
The Flex’s main target audience will be split between three different groups... all with separate wants and needs and with different ways that they are influenced. Since the Flex is a crossover between a mini-van and an SUV, it is important to market to both audiences that would typically search for both vehicles. \n
The Flex’s main target audience will be split between three different groups... all with separate wants and needs and with different ways that they are influenced. Since the Flex is a crossover between a mini-van and an SUV, it is important to market to both audiences that would typically search for both vehicles. \n
The first and largest segmented audience are the standard soccer moms. Typically associated with mini-vans, \n
The first and largest segmented audience are the standard soccer moms. Typically associated with mini-vans, \n
The first and largest segmented audience are the standard soccer moms. Typically associated with mini-vans, \n
The first and largest segmented audience are the standard soccer moms. Typically associated with mini-vans, \n
The first and largest segmented audience are the standard soccer moms. Typically associated with mini-vans, \n
The first and largest segmented audience are the standard soccer moms. Typically associated with mini-vans, \n
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People care about what other people think. They value the opinions of people who share similar opinions with themselves. To engage the public in the Ford Flex, we need to get the product into the hands of influential people in a specific community. For example, mothers care about the opinions of other mothers. To target the “soccer mom” audience, The Ford Flex needs to be driven and reviewed by influential “mommy bloggers”. If the Flex can convince those mothers that it is a reliable, durable and a stylish substitute for a mini-van, other mothers will follow-suit. Bottom line is we need to get people to start talking about the Flex but the only way to do that is if we give them something to talk about. Young grandparents are going to be mostly influenced by \n
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To be successful, we need to get people to start talking about the Flex.\n
To be successful, we need to get people to start talking about the Flex.\n
To be successful, we need to get people to start talking about the Flex.\n
To be successful, we need to get people to start talking about the Flex.\n
To be successful, we need to get people to start talking about the Flex.\n
To be successful, we need to get people to start talking about the Flex.\n
