GROUP 5
CASE STUDY
CB-DH47ISB-9
TEAM MEMBERS:
Trần Thị Thu Nguyệt
Nguyễn Công Thành Nhân
Lê Thị Mai Nhi
Trần Anh Hoàng Nhi
01
TABLE OF CONTENTS
01 02 03 04
Introduction Issues Questions Lessons learned
Introducing of the Illustrating the Answering the Summarising the
case context main issues raised case questions lessons learned
in the case from the case
02
Case study 1: Attention Millennials !
Automobile manufacturers adapt for you
CONSUMERS AUTOMOBILE INDUSTRY
Born between 1981 - 1996. Companies involved in
Attractive to marketers because of manufacturing, producing, selling
sheer size and purchasing power. motor vehicles.
Think about brands differently. Attracted to Millennials.
Much more in tune with digital Are learning new ways to attract
communication. Millennials customers.
Main company: Ford.
Other companies: Volkswagen, Ford,
Toyota, and Mini Cooper.
03
MAIN ISSUES RAISED IN THE CASE
Although generation Y (Millennials), the largest generation, is very attractive to
marketers because of its size and purchasing power, it also brings about a lot of
challenges to them:
The Millennials are more accustomed to internet communication than any other
generation, and they think about brands and purchase in a new way.
Young people consume media in a variety of new venues outside television, such
as social media and mobile devices, which challenges television advertisers.
Advertising in conventional media no longer has the same impact when
displayed on small mobile displays.
Consumers are increasingly ignoring and disregarding advertising
Wide disparity among Millennials’ responses to automobile manufacturers’
efforts.
04
Question1:
Clutter:
Represents the overcrowding of the advertisements
regarding a product or a service
Consumers pay less attention to a commercial in a
large cluster of commercials than they do to one in a
smaller set.
Program involvement:
Customers are more involved in the program of a
brand’s campaign that they watching or visiting
Brings a better attention of the public to the product.
05
How do the following situational factors play a role in
Millennials’ attention to Ford’s promotions?
Clutter Program involvement
Offer 100 cars and collected feedback Ford was able to involve people in
regarding the function of the car. the advertisements.
Appeals to Millennials’ love of
technology through new technology => Ford draw people into advertising
called MyFord Touch. and attract the attention of the
Create a spokes-character named general public, especially millennials
Doug. in cohorts.
=> Seems to engage customers.
=> Negative effect: Confused customers 06
Question 3:
Use Google Videos or Google Images to find examples of the advertisements for the
Ford Fiesta’s advertising campaigns. Evaluate those advertisements based on the
following stimulus factors
Definition:
Stimulus factors are physical characteristics of the stimulus itself. Stimulus
characteristics such as ad size and color are under the marketer’s control and can
attract attention independent of individual or situational characteristics. (1)
Ford Fiesta's advertising compaigns
Link Link
Ford Fiesta Billboard placed in London
road in 2017. Source: The Drum
Ford Fiesta advertisement in 2018.
Source: Behance
Let's watch! 07
Analysis of Ford Fiesta's advertising compaigns
a. Size: Larger stimuli are more likely to be noticed than smaller
ones. Size also affects people's attention to advertising. (1)
-> So to attract more attention, Ford placed a very big billboard
on a street in London as you can see on the screen.
b. Intensity: The intensity such as loudness, brightness and length of a stimulus can
increase attention. (1)
-> In Ford’s advertisement video, the music used was pretty loud and dramatic. Also,
the scene of Ford Fiesta driven on the road was repeated during the video, which
could draw great attention from the audience.
c. Attractive visuals: The visual or graphical aspect of an
advertisement may have a significant impact on attention. (1)
-> In those advertisements, Ford has chosen different kinds of
people, scenes, situations and things so that the ads might be
attractive to everyone.
08
d. Color and Movement: Both color and movement serve to attract attention, with
brightly colored and moving items being more noticeable. (1)
->In advertisement videos, Ford used dynamic animation and fast movement to
draw attention from the audience watching them
e. Position: refers to the placement of an object in physical space or time; the
positioning of elements and how we read also affect attention in an ad. (1)
->In Ford Fiesta did a good job in positioning the elements in its ads. The text is
usually placed on the left and the car is placed on the right, which is well aligned
with the eye flow and enhances the attention
f. Isolation: is separating a stimulus object from other
objects. In advertising, the use of "white space" is based on
this principle. (1)
->In Ford ads, the car and the text message is always
highlighted by isolation. The light surrounding the car is
always brighter than the background to make the car
isolated and stand out from other objects in the ads.
09
g. Format: refers to the manner in which the message is presented. In general, simple,
straightforward presentations receive more attention than complex presentations. (1)
->In most Ford Fiesta ads, the message is very concise and clearly stated. They provide
a sufficient amount of information and bold the information that need more attention
h. Contrast and Expectations: Consumers pay more attention
to stimuli that contrast with their background than to stimuli
that blend with it. (1)
-> Ford Fiesta uses a polo shirt and a dress to represent the
genders instead of a boy and a girl as we usually expect.
i. Interestingness: In advertising, factors that increase curiosity, such as a plot snd
the possibility of a surprise ending. (1)
->The plot of Ford Fiesta in 2014 ads made the audience curious with the appearance
of a clown at the beginning of the video.
j. Information Quantity: represents the number of cues in the stimulus field. (1)
-> In its video ads, Ford Fiesta only focuses on providing just a few cues related to the
brand and the car. Sometimes, it gives out a few words to make the cues clearer. 10
Question 4
a. Types of media are least likely to
be ignored by Millennials
Newspaper (7%), Television ads (9%)
b. The media that are least likely
to be ignored compare with
what media other surveys show
Millennials prefer
Radio: Can be
Unskippable skipped, Easy to skip
Newspaper: zapped, High usage
ads are usually muted rate, most
big & easy to High usage prefer
be noticed rate, more
Low usage rate, prefer
less prefer 11
c. Assume that television advertising is a part of your promotional mix. How
would you handle the fact that a large part of your target market is multitasking
while watching television?
Enhance the quality of ads.
Place the ads between daily shows (trending films, shows) or serials.
Collaborate with well-known brands.
d. Imagine that your target market is a different demographic. How would your
answers to the previous parts of this question change?
Target market: Gen Z
Becoming the sponsor of many programs on TV
Combining between TV commercials and internet advertising.
Using KOLs, trends, creative contents to promote products and
services.
Interacting with prospective customers: special promotions,
gifts, etc. 12
Question 6: Think about Ford and other automobile manufacturer’s
brand images. Then, construct a perceptual map that includes
several automobile manufacturers that are targeting Millennials.
Brand image
Innovation, Quality,
Safety, Premium quality, Performance,
Durability, Reliable,
Technological
Environmental luxury, safety Affordability
Advanced
Innovative, forward- Affordable, Sustainable, Athletic, Flamboyant, Affordability,
thinking, ubiquitous Reliable and Fascinating Luxury Durability, Reliability
13
QUESTION 6: PERCEPTUAL MAP
Comfort & Driving Pleasure
Economy Luxury
14
Sports & Racing
The Lessons
Know Your Target Market
Ford understand their target market _ Millennials
1.Connect through various touchpoints
2. Being part of a community
3.Love of technology.
Suitable Marketing Strategies
Millenials Perception
The customer perception process begins
long before a customer actually
becomes a customer.
15
References
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