| Case Title |
Launching the Ford 'Ka' in France |
| Case Author(s) |
Teresa Elizabeth Dana
|
| University |
Nanyang Technological University |
| Abstract |
In October 1996, Ford was ready to launch its new 'Ka' to the French market. Ford hired the Ogilvy and Mather advertising agency to create the launch campaign. With a 60 million franc budget for a three-month campaign, the parent company hoped to achieve a 2% market share, by selling 35,000 to 40,000 cars in the first year. The agency opted for a highly creative and avant-garde campaign in order to create awareness of Ford's new product. This case presents the salient information required to launch a car in France and gives students the opportunity to create their own campaign based on the information given.
*Abstract reprinted with the permission of the European Case Clearing House* |
| Available In |
The Nanyang Case Collection |
| Publisher |
The Asian Business Case Centre, NTU |
| Publisher Case No. |
ABCC-07-98-046 |
| Distributor(s) |
The Asian Business Case Centre
European Case Clearing House
|
| Pub/Rev Date |
1998 |
| ISBN |
|
| Case Length |
8 pgs |
| Teaching Note |
Yes |
| Pub TN Ref No. |
ABCC-07-98-046(TN) |
| Pages (TN) |
3 pgs |
| Issues |
Advertising; strategy; sales. |
| Organisation(s) |
Ford France
|
| Countries |
Europe |
| Industry |
Automobile & Automotive |
| Period Covered |
1996 |
| Level |
Undergraduate |
| Links of Interest |
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