Edsel Case Study

Part 2: Grilled to Imperfection

How does the Edsel launch tie in with the strategies normally used during a product life cycle?

• Phases: Development; initial launch• Test marketing? • Range of products?• Product development?

At the end of development Ford had tried to incorporate as many features identified by their market research as they could. However, they did not restrict the launch of the product by either range or geography, which was a high risk strategy.

What is 'differentiation' and how did the Edsel team intend to exploit it?

• Definition• Product development

Differentiation is creating a clear distinction between one product and another. The Edsel marketing team hoped that not only would this differentiation be a USP, but that it would also make the car an easily identified addition to the the medium-price market sector.

Discuss 'branding' in relation to the Edsel

• Name• Logo• Market segment

Ford had spent a considerable amount of time and money trying to give the 'E-car' a distinctive name. Despite being unusual and distinctive, 'Edsel' mean nothing to consumers. The oval logo is unique and possible to identify at some distance. This distinct brand was necessary for Ford to distance this product from the low-price market segment they were normally associated with.

Evaluate Edsel's above-the-line promotion strategy

• AIDA• Media• 'Teaser' advertising

Ford needed to use the Attention, Interest, Desire and Action model to generate sales for the Edsel. Prior to the launch, no pictures of the car were shown to potential customers: it is unusual for 'teaser' advertising to be used throughout the first three phases of the model. This would appear to be a risky strategy as changes following launch would be difficult to make.

Discuss any weakness of Edsel's below-the-line promotion strategy

• Which techniques did Ford use?• How did they select who they would give information

to?

Ford’s PR department appear to have been worried about the 'striking' appearance of the Edsel and wanted to generate interest in the media without publishing pictures. Choosing friendly reporters who were certain to provide positive coverage encouraged an enormous amount of interest. However, the lack of any objective or neutral reviews may have given Ford false optimism in their product.