AMB220: Advertising Campaign Analysis Automobile: Ford Kuga

Transcription

1 AMB220: Advertising Campaign Analysis Automobile: Ford Kuga Name: Jenny Chan Student number: n Lecturer Name: Nicolas Pontes Tutorial number: 2 Tutor name: Benita Bell Word count: 1,200 Date: 30 March 2015

2 Table of Contents 1.0 Product Analysis Research into the product category and the product itself What is important to know about this product Who is the market leader Who are the key competitors Where does your product fit into the category What needs to be considered when advertising this product What theories are relevant here Target Audience Analysis Who is the target audience What are their age, occupations, and aspirations What is influencing their decision making What type of appeal is most appropriate for this target and product What is the key insight from your research that is most important to your campaign... 6 Reference... 7

3 1.0 Product Analysis 1.1 Research into the product category and the product itself The automobile car that I chose to analysis is Ford Kuga. Ford is an Australian car brand and Ford Kuga is an SUV model car. 1.2 What is important to know about this product Ford Kuga is the brand of a smart technology, quality, sustainability and safety compact SUV car segment more competitive in the market and Kuga is a comfortable-riding car model. Kuga is a second generation model in the market. The first segment in the market is the automatic tailgate and active parking assistance. Kuga interior is the seats are the first designed, developed and engineered. With the Kuga has the extra space for the rear seat. Kuga has the different features are the technologies and capabilities. The technologies for Kuga have the smart technologies features include Active Park Assist and Hands-free power tailgate. The capabilities features include Adjustable load floor and more spacious. The Active Park Assist is to help you to find the right parking space to fit and parallel park itself by push of the button and put into gear. Take off the hand form the wheel and watch it steer itself into the parking space. Hands-free power tailgate is the back door when your hands are full. The tailgate open and closes with a kick of your foot under the bumper. The Adjustable load floor is lower the floor in the back to make more storage room space deeper or to fold the rear seats down to make flat load surface in the Kuga. More spacious is become more by folding the spilt rear seats and folds it down one seat to fit more extra space and even the hidden compartment for the valuables. 1

4 1.3 Who is the market leader The market leader for the product of Kuga is the UK market Ford. The UK market Ford is third best-selling model in the market and within 2,154 have been sales in July with 1.2 per cent of the total car market from 0.7 per cent in Who are the key competitors The key competitors are another car brands that have similar SUV car to Kuga are Mazda CX-5 Akera Diesel, Toyota RAV4 Cruiser, Honda CR-V DTi-L, Subaru Forester, Hyundai ix35 Active and Mitsubishi Outlander ES are Kuga key competitors in the market range. 1.5 Where does your product fit into the category The positioning strategy is to compare the product of Kuga and the competitors in the campaign use the positioning strategy are attributes and benefits, price or quality, use or application, product class, product user, product competitors and cultural symbol. Positioning Strategy Kuga Kuga competitors Attributes and benefits Price or quality Use or application Kuga is positioned on the one product and benefit of compact car. The price and quality for Kuga is focus on the competitive price. The Voice campaign is promoting the product The competitors is positioned only the product of brand cars. The competitors are based on the price of quality on the car only. Australian Cricket campaign is promoting 2

5 features Kuga. Toyota. Toyota does not Product class Product user Competitors Cultural symbols The product class of the message of the Ford Kuga is Go Further. The message shows to the consumer about quality and performance with their product. The host from The Voice, Darren McMullen to promote the Kuga by showing the features product. Kuga has the smart technology car. The cultural symbol of Ford Kuga is the oval shape, the colour is blue mixed with white to make smooth shady effect and the font is to be stylish and sophisticated. show what product type of model for the campaign. The competitor message for Mazda is Zoom-Zoom. This message is believe a car should be more than just transportation and Mazda has design and build a car. The competitors do not use the celebrities to promote the product. The competitors does not have smart technology car. The Toyota symbol is the spelling of Toyota. 3

6 1.6 What needs to be considered when advertising this product The regulation is to be consideration in the campaign is sexual appeals in the advertising. Most consumers get the wrong idea by advertiser of the product and number of consumers complaint with the advertising the product especially children will see the advertising of the product. Also the considering the regulation the advertising for children to follows guideline on AANA code for advertising to children. 1.7 What theories are relevant here The theories will be relevant to this Kuga campaign is using the Foote, Cone & Belding (FCB) grid is Thinking. The product of Kuga is a high-involvement and it is informative (thinker). The informative is based on rational of cognitive thinking and the research information on Kuga has the pros and cons about the product on Kuga. Pros Strong engine Great dynamics Quiet Cons Fussy interior layout Small display screen Too many dash buttons Good space 4

7 2.0 Target Audience Analysis 2.1 Who is the target audience The target audience for this product of Kuga is aiming at the family because Kuga is a family car. 2.2 What are their age, occupations, and aspirations The age for Kuga is 24 to 35. The occupation is more aiming at business worker and the aspirations to the target audience are road trip, weekend runaway and more space. 2.3 What is influencing their decision making The influence on the decision making is the consumer decision-making process is problem recognition, information search, alternative evaluation, purchase decision and postpurchase evaluation. The problem recognition is that the target audience decide to buy a car and the relevant source of problem recognition is new products. New product is introducing the new features of the product brand by telling to the target audience. The information search for the target audience decision-making, the information for Kuga can be found as the external sources. The external information sources include personal sources includes friends, family or co-workers and Ford Kuga or cars advice website. Alternative evaluation is to compare the product between Kuga and their competitors to decide on the right product for the target audience. Purchase decision is to decide on the product is right for the target audience. 5

8 Postpurchase evaluation is based on the target audience with their satisfied or dissatisfied by comparing the product with their competitors. 2.4 What type of appeal is most appropriate for this target and product The Ford Kuga market is to target on men and it is the best way for the product by using humour with an appropriate appeal in the advertising campaign on Kuga. Since Kuga is a family car and the target audience is family, also can use the cartoon comic with a humour for appeal to the target and product on Kuga. 2.5 What is the key insight from your research that is most important to your campaign The trend for Kuga is the standard technology and features the shape of model and angles with an excellent graphics and colours of a visual styling for the exterior and interior. This trend show that the Kuga has the best quality and smart technology features for compact SUV model in the market range and compare to the competitors. The trend of Kuga has the standard equipment of a smart features include auto headlamps and rain sensing wipes, roof rails, dual-zone climate control, diesel engine, 10-way adjustable driver s seat and Sony audio system, cruise control, airbags, voice control, trip computer, air conditioning, 17-inch alloy wheels, Bluetooth mobile phone connectivity, auxiliary input and ipod connectivity, front fog lamps, green tinted glass, leather-wrapped steering wheel, rear tonneau cover, powered, heated door mirrors with puddle lamps, front sports seats, sports seat trim, Ford power start button, powered front and rear window, follow-me-home lighting, twin exhausts and electronic driver technologies including Dynamic Stability Control (DSC) and Traction Control System (TCS). 6

9 Reference Belch, G.E., Kerr, G. & Powell, I. (2014) Advertising: An Integrated Marketing Communication Perspective (3 rd Edition) North Ryde, NSW: McGraw-Hill Education Campbell, M. (2015). Blue Oval s new compact SUV carries a premium price tag. Retrieved from tcoy.html Famous Logo. (2015). Ford Logo. Retrieved from Ford Motor Company of Australia Limited, (2015). Ford Kuga. Retrieved from Ford Press Kit. (2012). Ford Kuga. Retrieved from &blobheader=application%2fpdf&blobwhere= &blobcol=urlblob&blob key=id HillsFord. (n.d). Market Leader Ford First and Second in Car and Commercial Sales Kennedy, A. (2015) Ford Kuga review titanium 2.0-litre diesel. Retrieved from Through Retrieved from litre-diesel Leach, B. (2013) Ford Kuga Frist Drive and Review. Retrieved from 7

10 Maclean, A. (2015). Ford Kuga Titanium road test review. Retrieved from bsi.html Mazda Motor Corporation. (n.d). Zoom-Zoom. Retrieved from Nikolic, T. (2015). Ford Kuga Review Trend. Retrieved from Taylor, A. (2015) Ford Kuga new car sales. Retrieved from #.VRPGYPmUf_E Wonderful Engineering. (2013). 10 Famous Logos That Have A Hidden Meaning. Woodall, B. (2012). Ford s new ad slogan: Go Further. Retrieved from Retrieved from 8