The Strategies of Ford Pampanga, BMW Pampanga, and Chevrolet Pampanga in Meeting their Company’s Marketing Communication Objectives

Abstract

The researcher aimed to answer how Ford Pampanga, BMW Pampanga, and Chevrolet Pampanga meet their marketing communication objectives. Specifically the study aims (1) to know the processes these companies undergo in building product category wants, (2) to determine the strategies they employed in creating brand awareness or maintaining brand equity. (3) to find out the ways they employed in enhancing attitude and influencing intentions of customers. and (4) to identify the techniques they used in facilitating purchase among their customers. The interview was done with the General Manager of Ford Pampanga, Sales Manager of BMW Pampanga, and Assistant Sales Manager of Chevrolet Pampanga. Survey questionnaires were distributed among four (4) sales consultants of Ford Pampanga and two (2) sales consultants of Chevrolet Pampanga to further validate the response gained from their respective manager Based on the findings of the study, Ford Pampanga, BMW Pampanga, and Chevrolet Pampanga employed different techniques in meeting their marketing communication objectives. In creating product category wants, Ford Pampanga starts at analyzing the market trend through research, it communicates to its target market the benefits they could gain in having their products and focus on the family needs of the Filipino consumers. Moreover, knowing the needs of the customers and then connecting those needs to the products of Ford are what the sales consultants do in a communication situation with their customers. On the other hand, BMW Pampanga also emphasizes the benefits it could once the customer purchases its products and communicates differently depending on what market it wants to target. However, common to the messages it stresses are Joy, Sportiness, and Dynamism. For Chevrolet Pampanga, it categorized first the market it has according to the units it has. The content of the messages it sends are mostly persuasive. It also highlights the riding comfort, safety, security, reliability and quality a customer could gain in having the product. In creating brand awareness or maintaining brand equity, Ford Pampanga uses different media to reach its target market and print ads is the most effective so far. Moreover, the messages it sends contain an emphasis on the image on customer satisfaction and relationship it builds among its customers, and the advantages, after-sales service, and quality of their product. Meanwhile, BMW Pampanga also uses different media to reach its markets and events is the most effective. It also emphasizes the BMW image and professionalism in their communication. Furthermore, customer satisfaction builds loyalty among its customers. Chevrolet Pampanga, on the other hand, also uses different media like Ford and BMW. There are emphasis on the quality and relationship building in its communication and it sticks with the image of being an American car following an American standard. In enhancing the attitude and influencing intentions of customers, Ford Pampanga adheres to its Ford Sales System. To create attitude, there is emphasis on its reliable and good aftersales service. The messages send to customers focus on quality, durability, and styling of its products. For BMW Pampanga, it stresses the BMW way of doing business, emphasizes messages for profession, work, ethnicity, and age group. Satisfying the needs of the customers is also a goal in its communication and it stresses comfort and reliability of its vehicles. On the other hand, Chevrolet Pampanga highlights the importance of product knowledge and its communication is directed to satisfying its customers’ needs in order to enhance attitude and influence intentions. In facilitating purchase among its consumers, Ford Pampanga holds teaser ad campaigns when introducing a product which is followed by pre-selling on the dealership. Moreover, it follows its Ford Sales System and its sales consultants provide the information needed by customers in a purchase situation. Its messages contain assurance on the quality and good after-sales service of its products. Ford also assists in the financing and sometimes gives promos. On the other hand, BMW does launchings, Conquest and Loyalty, and follows its BMW Sales Process to facilitate purchase. BMW assist in preferential financing. The BMW image facilitates purchase. For Chevrolet Pampanga, it has a Six Point Walk Around and mali exhibits are also held to encourage people to buy its products. In a purchase situation, its sales consultants provide information needed in a purchase situation. Chevrolet also offers financing. Further studies are recommended specially on measuring the effectiveness of the marketing communication strategies of these companies.