Integrated Marketing Communication: Ford SUV Brands in China and the UK (Term Paper Sample)

Word Count: 3606 words
Integrated Marketing Communication: Ford SUV Brands in China and the UK
Executive Summary
The report offers an analysis of the adoption of integrated marketing communication (IMC) strategies by the Ford Company SUV division in the UK and Chinese markets. The first report section analyses the target market, where it reveals that in the UK, the venture targets the established middle class in search of their second and third vehicles, while in Chin I targets the middle class, acquiring their first vehicles. Thus, the developed messages, as illustrated in the report differ. As such, the UK market messages are based on luxury and comfort features, while the message in China is mainly on the performance and reliability of the Ford Motors SUVs. Consequently, based on the Duncan and Moriarty (1998) communication based marketing model, the report establishes that both market messages are appropriate. Further, through the Fill (2009) marketing communication mix framework, it establishes that the organisation uses exhibitions and direct sales in the UK, while using mass media marketing in China. As such, it reveals that similarities emerge in the use of IT systems such as social media in both markets, as well as a focus on brand image enhancement However, differences emerge in the use of alternative social media in China as well as reliance on opinion leaders and celebrities in the Chinese mass media marketing. The analysis, through the Kitchen & Schulz (2008) four stage IMC model illustrates that the applied IMCs enable the venture achieve its strategic goals. This is achieved through increased cooperation between functions, use of different messages for different consumer markets, application of IT, and reduced marketing costs respectively.
In order to offer strategic recommendations’, the analysis on challenges reveals the content challenge in the UK social media marketing as the platforms saturate, as well as the different nature and use of the Chinese language for the alternative social media platforms in China. Consequently, the report concludes through recommendations on recruiting domestic experienced Chinese digital marketers and celebrity marketing. Moreover, it proposes the diversion to use CRS strategies to complement exhibition marketing in the UK.

Table of Contents
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1.0 Introduction  PAGEREF _Toc429472517 \h
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2.0 Ford Motors IMC Practices  PAGEREF _Toc429472518 \h
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2.1 Target Market  PAGEREF _Toc429472519 \h
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2.2 Key Messages  PAGEREF _Toc429472520 \h
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2.3 Appropriateness of the Message to the Target market  PAGEREF _Toc429472521 \h
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2.4 Marketing Communication Tools and Media Used  PAGEREF _Toc429472522 \h
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2.5 Key similarities and differences in IMC between UK and China  PAGEREF _Toc429472523 \h
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2.6 How communication activities are enabling Ford Motors achieve its objectives  PAGEREF _Toc429472524 \h
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3.0 Challenges of Practicing IMC  PAGEREF _Toc429472525 \h
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3.1 Key Issues in Ford Motors UK and China IMC  PAGEREF _Toc429472526 \h
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3.2 Degree of IMC Application by Ford Motors  PAGEREF _Toc429472527 \h
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4.0 Recommendations on Media Tools  PAGEREF _Toc429472528 \h
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5.0 Conclusion  PAGEREF _Toc429472529 \h
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References  PAGEREF _Toc429472530 \h
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1.0 Introduction
The Ford Company is a global car manufacturing venture, with its overseas ventures in both China and the UK. Over the last decade, the venture has expanded its operations in both markets. However, recent changes in the two markets have necessitated the need for marketing. On one hand, a statistical analysis of the company performance in the Chinese market illustrated that its sales volumes increased by 20% to a total of 1.1 Million vehicles in 2014, however, this has experienced a declining growth rate in the first quarter of 2015 (Greimel, 2015). Similarly, competition has increased in the UK market where the demand for quality at affordable prices has emerged. In order to counter these challenges, the venture, besides developing new brands and vehicle models resulted to integrated marketing communication (IMC) use. In this case, the Ford Motor Company increased its 2013/2014 marketing budget by 45%, an illustration of the rising role of the marketing function (Bold, 2014). This report offers a critical analysis of the different IMC strategies applied by Ford in both the UK and Chinese markets. Moreover, the second part offers a review of the challenges experienced in the analysis, while the third part offers recommendations for relevant IMC strategies application in the UK and China. The developed recommendations are based on the established application strategies process and any resulting challenges identified. In particular, the report reviews the Company SUV vehicles which include Ford Fiesta, Kuga, Escort, Edge, and Explorer respectively.
2.0 Ford Motors IMC Practices
2.1 Target Market
The Ford Company has its market segments mainly classified into two levels, by region and by the vehicle model. In terms of the vehicle models, it has sports Cars and Economic vehicles. The SUV vehicles fall under the economic vehicles category consumer segment. On one hand, the organisation focuses on the emerging Middle class in the Chinese market. Statistics on the China’s living standards illustrates that with a growing economy, the nation’s middle class is gradually rising, leading to an increasing demand for their first vehicles (Huo & Wang, 2012). This growth trend is expected to project into the future as the emerging middle class represents the Chinese working class, especially between 25 to 40 years of age (Zhu, 2012).
In this case, the Ford SUVs seek to focus on this category through offering safety, convenience and fuel consumption efficiency, and different vehicle designs respectively. On the other hand, the Ford SUVs target market in the UK is the luxury seeking consumer base. In this case, the SUVs such as the Edge and Focus seek to offer safety, comfort and luxury as a package (English, 2014). This is a strategic market positioning in which Ford UK has sought to retain its market leadership in the UK as competition increases. In this case, the variety ranges and targets the market form the age of 24-40 years (Milne, 2015).
2.2 Key Messages
In the development of its key marketing messages, the Ford Company has applied different messages in the UK and the Chinese markets. One of the key messages in the UK market has been the ‘when you can get more standard features’ slogan. This was used to market the Ford Escape SE SUV in the UK as illustrated under figure 2 below. The van offers additional merits and features to the UK market prompting a purchase of an additional vehicle even for those who already own other vehicles (Ford, 2015a). Among the additional features acquired include electric power assisted steering. In the advert, emphasis is placed on the luxury features obtained at reasonable product prices.


Figure 2: Ford ESAPE SE 2015 Advertisement
Source: Ford, 2015a
A similar message is offered through the Ford FUCUS SUV advertisements. In these advertisements the key focus is on the additional features that the consumers get as a result of purchasing and driving the new model as compared to the other existing competitor SUV models in the UK (Ries, 2011). Among the highlighted merits of the brand is fuel consumption efficiency, a measure that increases efficiency and savings for the customers in the long run period.


Figure 3: Ford FOCUS SUV Advertisement
Source: Ries, 2011).
On the other hand, the messages passed onto the Chinese market are different. One such a message is ‘your satisfaction is our goal’’. In this case, the marketing advertisements piece, demonstrated in the figure 4 below, is based on delivering on satisfaction. In this regard, rather than focusing and arguing on the additional features, the brand is poised on ensuring satisfaction first, as in most instances, the Ford Vehicle is the first vehicle for the Chinese buyers (Ford China, 2015). Therefore, delivering on their expectations of a suitable and ideal vehicle is the core marketing message for the brand’s marketing campaigns respectively.


Figure 4: Ford Focus Advertisement
Source: Ford China, 2015
The above analysis on the messages used in the Chinese and UK markets illustrates that the Ford Company uses different communications and messages in the two markets, a factor that is mainly influenced by the external market environmental factor conditions.
2.3 Appropriateness of the Message to the Target market
One of the strategic approaches through which the efficiency of an organisational marketing communication is evaluated is relating it with the target market base. In this case, the characteristics of the target market, such as their needs level and wants should form the basis of the messages developed. Thus, the messages in marketing communications should be a solution to the target consumer needs and desires. In order to evaluate the effectiveness of the Ford Company messages to China and the UK, the analysis evaluated the Duncan and Moriarty (1998) communication based marketing model. The model is illustrated in the figure 5 below.


Figure 5: A communication-based marketing mod...