Suggestions for Future Marketing Actions

Ford has been clever in how they have marketed the Mustang. The legend of the vehicle sold it for decades, and Ford has smartly been using this legend in its advertising. As strong as this legend though, survey research indicates that the Ford scored lower in nearly all categories than the Dodge Challenger and Chevrolet Camero, both featured below.

 

Future marketing actions could be done a number of ways. Ford could feature a head-to-head comparison, highlighting specific features of the vehicle and how it favorably compares to the other vehicles. Another direction to take could be for Ford to conduct additional independent market research, identifying areas of opportunity that consumers perceive as being less successful in the Ford than in the other models, then specifically target and market to those dimensions. This could truly highly the attributes of the vehicle itself promoting the vehicle both on its legend and its merits.