Advertising Strategy of Ford Focus Electric.

Advertising Strategy of Ford Focus Electric
Ford Focus Electric
Assuming that one wants to enjoy the benefits resulting from battery electric car, then the best choice would be Ford Focus Electric. The Ford Motor Company started this 5-door hatchback electric car in December, 2011. The production of the car in various markets in the United States has made most consumers enjoy the ultimate and special experience of avoiding the gas stations, zero carbon iv oxide emission and the complete electrifying experience (Robinson, 2014). The car charges from the 240 or the 120 volt charging system that is very convenient to the owner.
Advertising and Marketing Strategy
Market Segmentation
The electric car market can be classified into environmental conscious, affluent as well as technically enamored buyers. In addition, the classification can geographical behavioral and based on education and age. The target market of Ford Focus Electric is composed of college graduates who are technically enamored as well as environmental conscious. The age of these graduates is between 22-55 years earning at least $45000 per year. This group will likely not incur a cost of 20% of the income on the car. The most suitable target market is composed of clients who prefer driving town as opposed to use public means.
Target marketing of Ford Focus Electric
The trends, cultural environment as well as other forces have effects on the basic values of the society, preferences, perceptions as well as consumer behavior are becoming conducive in regards to the electric cars because the environmental pollution has become rampant currently. The first segment of the target is composed of technically enamored consumers with deep love for new inventions or technology. Although this is a small group of consumers in the market, they can be good ambassadors of Ford electric. These clients frequently attend the auto shows. At least one of the ten vehicles in 2014 was sold in California; therefore it is important to target clients from other areas such as Los Angeles.
It is also important to focus the marketing of Ford Focus Electric on shopping malls. When the traffic is high during the holiday season, the car will be displayed in approximately 100 shopping malls with experts to provide explanation regarding benefits and features to the potential clients. In this market segment there are professionals such as lawyers, , doctors and accountants being members of their respective professional groups and associations. This is a special opportunity for the associations to finance them and therefore get the product.

Reference
Robinson, A. (2014). Ford Focus Electric – Car and Driver. Caranddriver.com. Retrieved 28 May 2015, from http://www.caranddriver.com/ford/focus-electric