The Ford Fiesta

Group members
Phani Govindalapudi (71510051)
Krishna Mamidala (71510035)
Roshan Kanth(71510063

Why is Ford trying to use social media to launch a new brand?

What is the key trade-off faced by a firm like Ford in doing so?

Ans : Ford is trying the social media platform due to the following
reasons
1) Millennials who fall under the age group of 30 are more
technology savvy
2) Ford Fiesta falls under the B segment ( 885 to 99.9 cubic
feet ) and B segment cars are purchased mainly by young people who
were landing their first job or by old buyers who prized fuel efficiency
and compactness . The younger generation has been growing fast and
they use more of messaging,tweeting ,posting videos and use more of
technology
Trade of
1) What would the repercussions be by using such a medium. ( bad
publicity is a possibility)
2) How to control the messages and activities of the social media
movement ( possibility of performing something and not capturing the
efectiveness)
3) What should be the measures ? ( undecided metrics )

How is the Fiesta movement performing by the metrics

reported in the case? Should other metrics have been used?
As given by the metrics the fiesta movement cannot be judged mainly
because it is difficult to correlate sales with such a marketing spend .
The desired set of virality and brand awareness was not significant .
Other metrics should have been taken into considerations not only
blogs(highest) and youtube subscriptions

65% males and 35% females; uder the age of 34

655 videos were posted against a targeted 600 and on anaverage a
video was watched 1600 times
Agents blogged632 times ; posted 5535 photos; each photo viewed
108 times

Is the campaign under control? What are the controls? Should

underperforming agents be dropped?
Two months into the campaign the desired results were not seen the
campaign seemed to be heading towards external changes with
customers seeking for their own methodologies according to their
comforts in tweaking the marketing activity .
Underperforming agents cannot be dropped as it would create a
negative image on Brand Fiesta and thereby Brand Ford
The campaign was semi controlled and user generated content
helped build brand trust and reliability

What is your advice to Chantal Lenard? Stay the course or

make material changes?
Chantal Lenard would have to make few changes in the marketing of
Fiesta and the movement
Consider diferent theme for the voluntary and allow them devise
their own marketing activity (keeping checks and norms )
Changes in measuring the efectiveness and encouraging non
performers to be more visible in their online activity can be one of the
changes .