World Tribal Hero uplifts Ford Brand of Products and services
Prepared for Ford Motor Company World Headquarters
Mr. William Clay Ford, Jr. Executive Chairman
Prepared by
Herbert Tombia Director of Administration
Reality Cable Network Ltd World Trade Centre 2nd Floor, Independence Avenue Accra, Ghana Tel: +233571962378 Fax: +233235345448 E-mail: contact@realitycablenetworkltd.com
Submitted on March 25, 2013
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Table of Contents 1. Executive Summary-The Era of Ford……….…………………………………………………….….…4 2. Leveraging Ford to meet with its overall goals………………..………………………..……….……5 3. Advancing Ford brand of products and services on social media………………………….……..6 4. Placing Ford Motor Company brand of products and services in front of opportunities..……7 5. Using effective advertisement to outwit impending threats.………..…………………….…….….8 6. Capturing the global operational areas of Ford Motor Company……………………………….….9 7. Focusing on Ford products and services…………………….………….…………………………….10 8. Experiential marketing for Ford brand of SUVs………….……………………………………………11 9. The competition to advertise and sponsor the new show, World Tribal Hero.……………….....12 10. Availing Ford brand of products with placement stages…….....................................................13 11. The Incentive to Promote Ford Corporate Slogan: Edgy Situations……………………………..14 12. Placing the products and services of Ford in all major TV stations in the world.……………..15 13. World Tribal Hero will be featured on major magazines across the world……………………...16 14. RCN, a major buyer of Ford brand of vehicles………...……..………………….………….……….17 15. The universality and popularity of World Tribal Hero …………………………………..……….…18 16. Using the show, World Tribal Hero, to permeate diverse cultures…………………….…………19
17. The inertia of not advertising with World Tribal Hero before the show takes off…………..….20 18. Why advertise on Reality Cable Network Ltd websites?.……….………….……………..…..…...21 19. The organization that remains steadfast to its promise……...…………………………………….22 20. Conclusion……………………………………………………………..………….……..…………….…...23
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1. Executive Summary-The Era of Ford The new global show, World Tribal Hero, avails Ford Motor Company with the Internet Advertisement Platform that will uplift Ford Motor Company to be the No. 1 automobile producer, promoter, marketer, and sales company in the world. The new global reality show, World Tribal Hero, will establish itself in all countries in the world, carry along all tribes in the planet, engage all human beings on earth, and yet let them know that Ford brand of automobiles and services are the best in the world, not withstanding the present position of the competition.
The new worldwide reality show will establish a website for each country in the world (200 websites in all), have 700 million subscribers on its websites, 300 million off-line telephony voters, and 4 billion viewers across all the global media networks in the planet. Ford Motor Company can use this platform to have the entire human race to stay informed about its top-class automobiles and services.
With USD2.14 billion in advertisement campaign in 2013, Ford Motor Company can reach out to the world with only USD3 million with the new worldwide reality show, namely World Tribal Hero.
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2. Leveraging Ford to meet with its Overall Goals The new global reality show will engage all tribes in the world, sell its broadcasting rights to TV, Radio, and other Print Media in the planet. By having Ford Motor Company advertise on its corporate website (www.realitycablenetworkltd.com), Ford could sustain top spot as global automobile dealer in the world and continue to be No. 1 in America, remain profitable and meet shareholders’ interest, access China, India, Germany, Italy, Australia, Canada, U.S., and all other nations in the world with its 2013 Ford Edge Hybrid automobile. Reality Cable Network Ltd (RCN) will endeavor to create awareness and increase the sale of all Ford Edge Hybrid automobiles in the world over if only Ford Motor Company advertises on its major website for USD3 million as annual fees.
Since World Tribal Hero is geared to supersede all other major global events, such as Ms. Universe, FIFA World Cup, and The Olympic Games (averaging USD5.5 billion in revenue per cycle), the new reality show, World Tribal Hero, will take along the brand of Ford Motor Company in order to increase its market share from 16.7% to 25%, increase the sales of Ford hybrid from 73% to 100%, and sustain 55% increase of new car sales in the first season of the show, World Tribal HeroAlpha I.
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3. Advancing Ford Brand of Products and Services on Social Media Since Reality Cable Network Ltd (RCN) will engage all the social media platforms in the world in order to bring on board the 1 billion users on Facebook, 600 million users on Twitter, and then other users of YouTube, Ford Motor Company’s branded products will be exposed to over 2 billion social media network users. This effect will help to increase the sales of Ford Hybrid cars by 10%-15%. The new global show, World Tribal Hero, will permeate all major automobile markets in the world, such that Ford Hybrid Edge and Fusion will retail more than 100,000 cars in 2013.
World Tribal Hero, as a global and cultural show, will place a lot of resources in China and India, together making up to 2..5 billion people in the world. With diverse cultures and ethnic groups in China, the show, World Tribal Hero, will penetrate all localities and broadcast media in China and India, thus carrying along the global brand of Ford Motor Company to attract interest and increase sales in these two major markets. Social media, all combined, has tremendous impact on the lives of people in China, India, Europe, and America.
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Since Reality Cable Network Ltd (RCN) will be having offices in every country in the world, Ford Motor Company could as well benefit from having its cars stationed inside or outside the World Tribal Hero Centers in the globe. This incentive will accelerate sales while the show is on air across the world. Definitely, this will rescue Ford Motor Company from the effects of current declining market share in the automobile industry.
4. Placing Ford Motor Brand of Products and Services in Front of Opportunities Reality Cable Network Ltd (RCN) will be going into global TV Broadcasting Service, Media Production, and Media Franchising in full swing at the end of Season One of the global reality show, World Tribal Hero. However, in this first season, RCN is able and willing to have Ford Motor Company take advantage of its premium advertising space, reserved only for the very best in the automobile industry. The organization is sure that this investment will place Ford brand of Products and Services at the forefront of emerging markets, top place in delivering made-in-America motor vehicles across the globe. The advertising platform will ease the extensive distribution of hybrid and electronic vehicles, and to meet with the increasing demand for fuel efficient cars at home and abroad.
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5. Using Effective Advertisement to outwit impending Threats By advertising on all the 200 websites that Reality Cable Network Ltd (RCN) is going to launch immediately after Ford Motor Company pays USD3 million, the Ford brand stands a better chance to override the threats of U.S. economic slowdown, meet with rising manpower costs, provide job security, outsell Chrysler, General Motors, Volkswagen, and BMW.
What better way is there other than a massive advertising campaign through a reality show that will cut across the globe, and then leveraging Ford Motor Company to access established markets, become the first option for customers, retain customer loyalty, and remain top brand in the industry.
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6. Capturing the Global Operational Areas of Ford Motor Company Presently, Ford Motor Company has its operations in North America, Europe, Middle East, Central and South America, and then Asia Pacific. World Tribal Hero will be in all of these territories on the planet. It will dedicate one website to each of the countries in these continents, and yet display Ford brand of products and services on all of its websites. This coverage is more than The Olympic Games can offer, yet the IOC charges an average of USD70 million to its corporate sponsors on each 16-day event. Nonetheless, Reality Cable Network Ltd (RCN) chooses a cost-cutting device to achieve the same impact with a very linear, but effective medium of communications to bring the branded products and services of Ford Motor Company to every household on the planet. The seven key messages that RCN will choose to present to the world at large on its websites is to indicate to the global community that Ford brand of products and services are always the best, strongest, most capable and durable, innovative, built harder and most powerful vehicles in the world. However, the advertising and marketing department of Ford Motor Company will have to get to the drawing board and come up with befitting slogans and universal messages to meet the expectations of the viewing public. 9
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7. Focusing on Ford Products and Services Reality Cable Network Ltd (RCN) would prefer to meet with the team of advertisers at Ford Motor Company to put the best materials on Ford products and services, which are: â– Products: Automobiles, Automotive Parts. â– Services: Automotive Finance, Vehicle Leasing, Vehicle Service.
Reality Cable Network Ltd (RCN) chooses to work side by side with Ford during its twelve years of global reality show since Ford Motor Company is the second-largest U.S.-based automaker and the fifth-largest in the world based, on 2010 vehicle sales. At the end of 2010, Ford was the fifth largest automaker in Europe. Ford is the eighth-ranked overall American-based company in the 2010 Fortune 500 list, based on global revenues in 2009 of $118.3 billion. In 2008, Ford produced 5.532 million automobiles and employed about 213,000 employees at around 90 plants and facilities worldwide. This type of vast business empire is deserving of the global model of business that RCN is.
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8. Experiential Marketing for Ford Brand of SUVs Developing the Emotional Connection: In recent years the concept of creating an experience for customers to help them form an emotional connection to a brand has become more specialized. Consumer products, insurance, services, etc. are already tapping the youth with the emergence of a whole new communication and branding strategy focused on experiential marketing. Nike’s Indian marketing could also move from sports celebrities to the target audience itself, at least, for a short period of time, to enhance their involvement with the product and in turn, the brand. Therefore, the Executive Board of Directors at Reality Cable Network Ltd (RCN) will display their corporate slogan on three of Ford's latest SUV, Ford Edge Hybrid. This will indicate to the public that the brains behind the making of World Tribal Hero all endorse and sport the Ford brand of products and services. Ford Dealership in Ghana: In line with a direct communication from Mr. William Clay Ford, Jr., the Executive Chairman of Ford Motor Company, the senior management of RCN is already in contact with Ford Dealership in Accra, Ghana. The advise from Ford Motor Company World Headquarters is to testdrive any choice of vehicle that suits the interest of the executive team of RCN at their dealership. Whether the cars are given out as concession for promotional purposes or at a price, the executive board of RCN is already looking at sporting this brand of SUV for the first season of the making of World Tribal Hero.
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9. The Competition to Advertise and Sponsor the new Show, World Tribal Hero Ford’s top competitors are also looking at advertising on the websites of Reality Cable Network Ltd (RCN) due to the possible impact that the show will have in China, India, and America. General Motors is particularly of a better option where Ford Motor Company does not seize this opportunity in quick time. Volkswagen is another second best. Buick, Audi, and Kia Motors are all on standby to cash in on this advertising platform if Ford does not come in on time. The Executive Board of Directors are giving preference to Ford Motor Vehicle because of its numerous years in sponsoring reality shows and promoting its brands through this medium. However, the nature of the new global reality show, World Tribal Hero, exceeds the likes of Ms. Universe, FIFA World Cup, and The Olympic Games. If NBC will procure the broadcasting rights of The Olympic Games for USD2 billion in the Olympic Winter Games in Vancouver in 2010 and 2012 Olympic Games in London, then it will have to team up with other global media organizations to obtain the broadcasting rights for this new event for USD6.5 billion in twelve years running.
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Further, between 2005-2008, twelve corporations team up to sponsor The Olympic Games for USD866 million. Reality Cable Network Ltd (RCN) is currently working underground to have twenty sponsors cough out USD1 billion to sponsor this new global reality show. The returns in investment is exponential.
10. Availing Ford Brand of Products with Placement Stages Once Ford Motor Company signs a contract with Reality Cable Network Ltd (RCN) on its Internet Advertisement Platform, the management of RCN will get a list of all local Ford dealerships in the world over, and arrange for them to display any particular brand of motor vehicle at locations where auditions will be conducted, during road shows, country tours, launching World Tribal Hero, and in other special events. It will be fine if Ford Motor Company and its dealers stay on ground to engage prospective buyers during these events. RCN on the other hand will enlist suitable staffs or volunteers to monitor, usher in members of the public who are interested in Ford products and services. This role is taken to ensure that Ford Motor Company gets value for its Internet advertisement with RCN. The organization will be more than preoccupied with the production of the global tribal show, World Tribal Hero, yet apportion vital resources to make an impression on the executive team of Ford.
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11. The Incentive to Promote Ford Corporate Slogan: Edgy Situations The moment Ford Motor Company takes onto the advertising space and worldwide event that Reality Cable Network Ltd (RCN) is availing to them, all relevant sales slogans that are associated with Ford will be displayed on RCN global websites, offices, official vehicles, and event locations. It will be advisable for Ford Motor Company to provide RCN with ample sales slogans, which will lead to the acquisition of customers and retain existing clients. RCN is particularly interested in the use of the recent sales jingle that Ford has invented for marketing and advertising, and that is, “Edgy Situations�. As a long-term business relationship, RCN will look into producing several designs to capture the interest of the public at large. The Executive Directors of RCN will be sporting three Ford-branded SUVs during the term of the contract. There is every need to place the sales slogan of Ford Motor Company on the two sides of the jeeps. The goal of establishing a business relationship with Ford Motor Company is to exude their corporate excellence in all things, and to bring Ford to the limelight of society. The enormous resources that Ford Motor Company is investing to produce and sell the best automobiles in the world is enough to make them deserve this goodwill.
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12. Placing the Products and Services of Ford in all Major TV Stations in the World There is no escaping the fact that a global show, such as World Tribal Hero, will capture the interest of all ethnicities, cultures, and tribes in the world over. It shall, therefore, be the plaything of all media organizations in the world. In as much as Ford Motor Company comes on board with Reality Cable Network Ltd (RCN), there is no stopping the fact that Ford brand of products and services will resonate on every nook and cranny of the various platforms that the show organizers will be running their events from time to time. No doubt, the worldwide show will attract the interest of major broadcasters who would like to retain the broadcasting rights. Reality Cable Network Ltd (RCN) will definitely make some provisional arrangements to ensure that Ford brand of products and services appear here and there in the first year of contract.
It is the delivery on our promise, and the overall impact of our performance during the show, that will warrant Ford Motor Company to undertake another year of contractual relationship with RCN. In order not to lose the goodwill and support of Ford, RCN will do everything within its reach to not only display Ford brand of products on its 200 websites, but assist in referring prospective customers to its dealerships worldwide in order to effect sales globally.
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13. World Tribal Hero will be Featured on Major Magazines across the World The organizing committee of World Tribal Hero will be creating extensive awareness of the global reality show, and newsprints, such as The Wall Street Journal, Forbes, and Time. The magazine, Motor-Trend, will not be excluded from this agenda. In order to boost awareness in the process, RCN will be carrying Ford marketing slogans and brandings with it. This will ensure that Ford Motor Company gets value for its money. Besides, Reality Cable Network Ltd (RCN) will engage a great publishing house to write books on the making of World Tribal Hero. This also will carry along the brandings of Ford Motor Company. The autobiographies, memoirs, and regular features on print about various contestants will be published. This also will avail the slogans and brandings of Ford. Ford Motor Company will also be allowed to place banners, bill boards, and distribute flyers when and where events that are related to World Tribal Hero do surface.
Reality Cable Network Ltd (RCN) will also permit Ford Motor Company to display its slogans, products and services at the headquarters of Reality Cable Network Ltd (RCN). In fact, the privileges and concessions that RCN is going to grant to Ford is invaluable and countless. The entry step into the world of RCN is to enter into the proposed Internet Advertising deal for a start.
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14. RCN, a Major Buyer of Ford Brand of Vehicles RCN is in the automobile market to procure as many as 39,200 vehicles to cater to the needs of World Tribal Hero contestants, fans, and other stakeholders. As the global reality show begins from country to country, there will be enormous need to transport contestants, crews, equipment, staffs, and sponsors . For this reason, RCN is willing to undertake a long time supply of motor vehicles from Ford Motor Company. There is a need for, at least, fifteen cars stationary in every country in the world to cater to the transportation needs of the events of RCN. For this great need of vehicles and transportation during the twelve years that the show is slated to run, RCN will be willing to lease, purchase, and boost the bottom line of Ford Motor Company. The three Executive Directors of the company immediately needs to have three Ford Edge Hybrids to run the mounting affairs of the global reality show. All motor vehicles remain as assets to Reality Cable Network Ltd (RCN), subject to depreciation accounting, and replacement after five years in use. The vehicles will be run by a subsidiary of RCN, namely RCN World Limousine Services Ltd. These assets will be put to use as rental limousines when not in use for official purposes. At least, the motive of optimizing the use of Ford brand of vehicles, and at the same time making good of the bottom line of RCN, is a befitting corporate strategy.
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15. The Universality and Popularity of World Tribal Hero Should Ford Motor Company envisage the international scale and ripple effect that this new global reality show will have on the entire human race, it will not hesitate to take on this bountiful offer. World Tribal Hero is looking at having 700 million subscribers on its 200 websites across the globe, 300 million active participants all over the world, and 4 billion TV viewers to tune in during the airing of the worldwide tribal show. By the way, RCN will be producing operas, country tours, video games, publications, World Tribal Hero-branded products, theme-park licensing, DVDs, and live shows. Furthermore, RCN will launch its global TV station after its first year of operation. “RCN TV World” will major in global broadcasting channels in the likes of BBC, CNN, and Aljazeera, By being in business with RCN for as long as possible, Ford Motor Company stands a good chance of having a loyal Cable and TV network on their wings for good. RCN has a very high regard for the executive board of Ford Motor Company, values their business philosophy, and appreciates all the awards that they have merited over time, such as Nielsen's Auto Ad of the Year Award 2009 and J. D. Power and Associates Award for the surveys in initial quality for five cars, which no other automobile manufacturer has achieved. Therefore, RCN is giving Ford the chance to build a long and lasting relationship with Reality Cable Network Ltd (RCN) just as it has all along being doing with "Edinburgh Tattoo", "Talk Sport", "Sky Sports", and "Disneyland Paris“. 18
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16. Using the Show, World Tribal Hero, to permeate Diverse Cultures-Theme, “Edgy Situations” Reality Cable Network Ltd (RCN) avails to Ford Motor Company with the opportunity to penetrate all the cultures in the world. World Tribal Hero is basically a global cultural affair. Culture not only applies to all areas of business industry, but it also takes part in our regular day to day human life. When Ford Motor Company decides to advertise its products and services globally, international marketing comes into place. Ford Motor Company should consider the culture-value attitude and beliefs of respective countries. It should also consider what might be acceptable in liberal countries, such as the US, Canada, UK, and Australia. In the advertising industry, when advertising globally, companies like Proctor and Gamble (P&G), Johnson and Johnson & Unilever must consider which type of campaign method they are going to adopt. Should they use standardized method where there is one consistent message, e.g. (the Nike slogan, “Just do it”), or should companies go for adaptable methodology that takes into consideration different countries cultural values, attitudes and beliefs, e.g. one of Unilever's many famous brands, Axe, is a hugely successful male toiletries brand, now marketed in more than 60 countries worldwide. It has established itself as one of the company's most high-profile brands as a result of eye-catching and creative marketing campaigns, which offers an often absurdly exaggerated view of the product's effect on women. 19
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17. The Inertia of not Advertising with World Tribal Hero before the Show takes off At USD2.14 billion, Ford Motor Company ranks seventh place amongst the biggest companies that advertise in the world over. General Motors Company is second place with an advertising budget of USD3.1 billion. If Ford Motor Company does not snap this advertising opportunity in quick time, then it is choosing not to override the next economic recession, which is around the corner. This kind of stance may lead Ford Motor Company to lose its customers to its competition. Demand for motor vehicles decreases significantly in the times of recession, and competition to sustain business increases two- or three-fold. If Ford Motor Company does not react positively to this vast advertising platform that is right in the making, it might be left behind the race, and may even lose ground in the future (See Ford Sample Ad on the Homepage of RCN: www.realitycablenetworkltd.com). A major solution which will protect Ford Motor Company from economic downtown and also increase its profit is the initialization and adaptation of an effective value advertising campaign with the world-class global show, World Tribal Hero. A network of loyal customers from the airing of the show across global media houses will certainly help Ford Motor Company to withstand economic downturn. Thus, a proactive approach is extremely important to stay ahead in the shrinking market during recession. One of the major strategies adopted by many companies is to reinforce their brand. Other automobile companies bring in various product improvements and variants. Example: Bajaj and Hero Honda launch the new Pulsar and Passion Plus. Tata Motors launches the new Indica Vista, and then Honda brings a new variant of City. Ford should look into this when advertising with RCN. 20
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18. Why advertise on Reality Cable Network Ltd websites? Advertising with Reality Cable Network Ltd (RCN) should be one of Ford Motor Company’s marketing mix since the global show, World Tribal Hero, will present Ford brand of products or services to the buying public, and its objectives are to increase the sales and profits of the company, and then enhance the awareness of its products and services. Increasingly, corporations will be advertising on the show, World Tribal Hero, and there will be competing space for advertising on the platforms of Reality Cable Network Ltd (RCN). Consumers will increasingly use the platforms of RCN to search for the most familiar brands. The new worldwide show, World Tribal Hero, will attract new buyers and try to expand customer base for Ford Motor Company. It shall enable Ford brand of products and services to compete in the market. By tagging along with World Tribal Hero brands, it will promote Ford subsidiaries, and increase the sale of a particular product. The websites of World Tribal Hero in the world over will garner success, strength, uniqueness, versatility, class, durability, and beauty to Ford brand of products and services.
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19. The Organization that remains Steadfast to its Promise Reality Cable Network Ltd is incorporated on November 30, 2012 with Company Registration No: CS1140772012 and Tax Identification No: 000123644X, all issued by the Registrar General’s Department. The Commencement of Business Certificate No: CS114072012 of December 4, 2012 was issued alongside with the Companies Code 1963 (Act 179), the Regulations of a Company Limited by Shares. The authorized allotment of share capital upon incorporation is set at USD100 million. The President of the company is former Ambassador to U.S and threetime cabinet minister in the government of Ghana, Dr. Ekwow SpioGarbrah. The Vice-president of the company is a two-time cabinet minister in government, Hon. Sabah Zita Okaikoi. The Executive Board of the company is made of the Director of Administration, Mr. Herbert Tombia, Director of Finance, Mr. Paul T. Patrick, and Director of Corporate Affairs, Mr. Selassie Nyadzi. The vision of the company is to bring all the different tribes of the world into one platform, to compete on distinct tribal values and award USD1.5 million to the overall winner alongside with a USD1-million Community Development Grant to the tribe upon which the overall winner emanates from. The amount of revenue that Reality Cable Network Ltd (RCN) is bent on generating is estimated at USD6.5 billion per annum, ranking at par with The International Olympic Committee (IOC).
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20. Conclusion On February 16, 2013, Reality Cable Network Ltd (RCN) writes an e-mail to Mr. William Clay Ford, Jr. from its web portal. Thereafter, on March 9, 2013, Mr. William Clay Ford, Jr. delegates Ms. Samantha Hoyt to seek for a Marketing Proposal from the Executive Board of Reality Cable Network Ltd. There and then, a Special Board Meeting was held, and a consensus was reached that the Ford Motor Company be the only auto-manufacturing firm to place advertisement on the corporate website of RCN and other affiliate websites of the World Tribal Hero brand for as long as it takes Ford to do just that. Ford Motor Company is to provide as many advertising materials as possible for publicity on all the 200 websites of Reality Cable Network Ltd (RCN) in conjunction with the terms stated on the Internet Advertising Agreement, and to have the staffers of the company help with the promotion, marketing, and sales of the Ford brand. The Executive Board of Reality Cable Network Ltd (RCN) will effect this package and Agreement immediately the sum of USD3 million is defrayed to the designated bank account of Reality Cable Network Ltd (RCN). At the end of the first year in business with Reality Cable Network Ltd (RCN), Ford Motor Company reserves the right to discontinue or continue its advertising bid with RCN.
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The Ford Motor Company Commission President
Dr. Ekwow Spio-Garbrah Vice-president
Hon. Sabah Zita Okaikoi Members of the Commission Director of Administration
Mr. Herbert Tombia Director of Finance
Mr. Paul T. Patrick Director of Corporate Affairs 24
Mr. Selassie Nyadzi
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