[ford] marketing case- about it- fu rui si new model to go from family gatherings（(福特)营销案例u2014u2014关于它的富瑞斯新模型从家庭聚会）.docVIP

[Ford] Marketing Case: about it? Fu Rui Si new model to go from family gatherings Research papers Download News: [advertisers] Ford [Advertising agency] Beijing-British Digital Technology Co., Paavo [Production company] Beijing-British Digital Technology Co., Paavo First, planning the implementation of communication campaigns Background: Fu Rui Si is brand new model, Ford is a collection of the world’s resources for Chinese consumers tailor-made models, excellent overall performance, Changan Ford in January 2015 for the mid-size car market. Changan Ford to meet the different needs of mid-size car market, take two-car strategy in the mid-size car market (new Fox and Fu Rui Si): the new Focus located in the smart technology, a series of high-end mid-size car market; Fu Rui Si penetration through 3-6 cities compete for market share in the end car, and the new Fox complementary. Throughout the mid-size car market accounted for 40% of the passenger car market share, is contested. However, this market models are relatively mature brand and Fu Rui Si where the mid-price range is the highest proportion of the entire mid-size car segment, many mature vehicle brand, competing products have their own advantages. Thus, for a new brand, Fu Rui Si, to the fierce marketing competition among established brands stand out, cause for concern, very difficult. Fu Rui Si brand positioning is ‘a new sedan model’, hopes to establish a new image of the family, become a ‘new benchmark family sedan market,’ must break through in a short time in a number of mature brand marketing war, to obtain a high degree of concern before there may be involved in competing for market share. Second, the creative core: Fu Rui Si initiated a new model family gatherings and define the new family lifestyle, creative theme: ‘? It about a new paradigm of family gatherings go play.’ Turning to family life competing products, talk about happiness, warmth, etc., less touching fa