Integrated marketing communication Case study On FORD-Mount Everest expedition
PGDM 2010-12
Submitted to Prof. R. RaviKishore
Submitted by Shahid Nawaz Reg: No: 6002
Submitted on 26/09/2011
IMC-2 VVISM
CASE STUDY-FORD MOUNT EVEREST EXPEDITION
Questions & Answers
1) Find out about the Mount Everest Expedition & analyze how Ford was successful with this campaign in communicating the message and used the media effectively? Mount Everest Expedition 1953
Along with Edmund Hillary and other climbers, Eric Shipton saw the Western Cwm and the south side of Everest for the first time on the 1951 Mount Everest Reconnaissance Expedition. In 1953, under the leadership of John Hunt, the British were given permission to climb Mount Everest. On May 28, 1953, the second assault party comprising Edmund Hillary and Tenzing Norgay made their bid. On May 29, 1953. Tenzing Norgay and Edmund Hillary had reached the highest point on the earth.
Mount Everest Expedition according to the case study
In 2002 inspired by Mount Everest Expedition-1953, Ford Motor Company brought together a team of five American women, all amateur mountain climbers prepared to stare death in the face and make a life-long dream a reality scaling the worlds tallest peak: Mt Everest. Ford provided the financial support and resources to make this a reality and it was headed by Hill & Knowlton.
Analyzing Fords success with this campaign
Ford launched the Program at New York and got positive responses from all where. They gone for a National Satellite media tour and it showcased how good Ford is in tackling Logistics. Hill and Knowlton managed crisis well and ensured there wont be any flaw in implementing it. They set ready for the final launch by providing high satellite technologies and by providing a flaw streaming process. They made sure that coverage will reach everyone in New York and allover world. Fords No Boundaries Slogan got a huge hype and public attention. It indented created a Buzz and Word of mouth for the same was huge, making the ads through TVC and Print to hit more than 400 visitors, providing them huge revenue. Simply the campaign was a roaring success to Ford in terms of visibility and revenue.
2) What are the different types of Media Ford Used to communicate its Message?
Ford used all sort of Medias available for promoting No Boundaries Campaign Media they used are Print Satellite TVC In TVC, NBCs Today Show, CNN Live, CNNHeadline News, CNN Sunday, ABCs World News Tonight, The Tonight Show, Inside Edition, National Geographic, ABCs World News Weekend and Good Morning America, and on CNBC and Oxygen Network, served the purpose of promoting the campaign
In Print Media, Secured national magazine of New York named as Oprah Magazine and numerous pamphlets and billboards serves the purpose.
In Satellite, High-tech TH2 portable satellite equipments, Satellite-fed VNRs and Streams to media served the purpose. More over Word of mouth and Buzz marketing also helped Ford along with their logistics partner DHL, which advertises the campaign in their pickup van.
3) How Ford Company developed a media plan for this campaign?
Media planning, such as planning the marketing communications for the launch of the No Boundaries of Ford, starts with setting media objectives. Media objectives usually consist of two key components: target audience and communication goals. The target audience component of the media objectives defines who the intended target of the campaign is. Target audience of Ford was from 15 to 90 (as mentioned in the article of No Boundary- Expedition). The communications goals component of the media objectives defines how many of the audience the campaign intends to reach and how many times it will reach them. In short, media objectives are a series of statements that specify what exactly the media plan intends to accomplish. The objectives represent the most important goals of brand message dissemination, and they are the concrete steps to accomplish marketing objectives.
Communication Goals:After media planners Ford define the target audience for a media plan, they set communication goals: to what degree the target audience must be exposed to (and interact with) brand messages in order to achieve advertising and marketing objectives. Their strategy was making first communication goal as 75 percent of the target audience will see the campaign in television commercials at least once during a period of three weeks. Another communication goal is that
25 percent of the target audience will be aware of this through Print media and through Word of mouth.
Target Audience:The first objective of a media plan is to select the target audience: the people whom the media plan attempts to influence through various forms of brand contact. Because media objectives are subordinate to marketing and advertising objectives, it is essential to understand how the target audience is defined in the marketing and advertising objectives. Ford selected their target audiences stating a range of 15 to 90.
4) How the effectiveness of media of this campaign is is measured?
The most suitable criteria for evaluating the effectiveness of Fords advertising, depends on a number variables, such as the advertising goals, the type of media used, the cost of evaluation, the value that the business places on evaluation measures, the level of precision and reliability required. It is difficult to accurately measure the effectiveness of a particular advertisement, because it is affected by such things as the amount and type of prior advertising, consumer awareness, the availability of cost effective evaluation measures, the placement of the advertising and a range of things about the product itself, such as price and even the ability of the target audience to remember. Facts from the case shows that Overall campaign generated more than 330 million media impressions equal to nearly $6 million in advertising value. N terms of revenue Ford got we can conclude that the effect of this campaign was Successful and it had reached almost 90% of the targeted audience.
