The Ford Ford Fiesta Fiesta Group members Phani Govindalapudi (71510051) Krishna Mamidala (71510035) Roshan Kanth(71510063 Wh is !ord trin" to use so#ial media to laun#h a ne$ brand% What is the &e trade'o a#ed b a *rm li&e !ord in doin" so%
Ans : Ford 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 Ford Fiesta falls under the segment ! ""# to $$%$ cu&ic feet ) and segment cars are purchased mainly &y young people who were landing their 'rst (o& or &y &y old &uyers who pried fuel e*ciency e*ciency and compactness % The younger generation has &een growing fast and they use more more of messaging+tweeting messaging+tweeting +posting videos and use more more of technology Trade Trade ,o- 1) .hat would the repercussions repercussions &e &y using such a medium% ! &ad pu&licity is a possi&ility) 2) /ow to control the messages and activities of the social media movement ! possi&ility of performing something and not capturing the e-ectiveness) 3) .hat should &e the measures measures ! undecided metrics metrics )
+o$ is the !iesta movement perormin" b the metri#s reported in the #ase% ,hould other metri#s have been used% As given &y the metrics the 'esta movement cannot &e (udged mainly &ecause it is di*cult to correlate sales with such a mareting mareting spend % The desired set set of virality and &rand awareness awareness was was not signi'cant % ther metrics should have &een taen into considerations not only &logs!highest) and youtu&e su&scriptions
#4 males and 3#4 females5 uder the age of 36 ## videos were posted against a targeted 00 and on anaverage a video was watched 100 times Agents &logged32 times 5 posted ##3# photos5 each photo viewed 10" times
-s the #ampai"n under #ontrol% What are the #ontrols% ,hould underperormin" a"ents be dropped% Two months into the campaign the desired results were not seen the campaign seemed to &e heading towards e7ternal changes with customers seeing for their own methodologies according to their comforts in tweaing the mareting activity % 8nderperforming agents cannot &e dropped as it would create a negative image on rand Fiesta and there&y rand Ford The campaign was semi controlled and user generated content helped &uild &rand trust and relia&ility What is our advi#e to .hantal /enard% ,ta the #ourse or ma&e material #han"es% 9hantal enard would have to mae few changes in the mareting of Fiesta and the movement 9onsider di-erent theme for the voluntary and allow them devise their own mareting activity !eeping checs and norms ) 9hanges in measuring the e-ectiveness and encouraging non performers to &e more visi&le in their online activity can &e one of the changes %
