Case Study: Do SUV ads reflect reality?
Despite the fact that the most common family structure in Australia is a couple with no children or a couple with dependent children (Australian Bureau of Statistics, 2010c), marketing messages continue to feature what is seen as the ‘typical’ family structure with a father, a mother, and 2.5 children. This type of family is still an image dominant in advertising campaigns, particularly for products that are considered as a ‘family’ purchase, such as a car. In the SUV market, for instance, most ads would show a mother and father in the front seats, and at least two children in the rear seats. It would be unusual to see an ad with only one child in the car. It would also not be common to see ethnic diversity, such as an Asian Family. The television ads for the Ford Territory are a good example of how the concept of ‘family’ is used to communicate the key attributes of the product to consumers. In an ad entitled ‘Thousands of possibilities. One Territory’ Ford uses numerous short scenes of family life to illustrate the range of activities that can be enjoyed by the buyer of its vehicle; see <www.youtube.com/ Almost all scenes include children, and frequently either babies or toddlers. There is also a distinctly ‘Australian’ feel to the scenes, with the outdoors and the beach dominating.Review the case and based on your chapter learning and topics covered in weeks 1, 2, 3 4 and
9, write a report by referring to the following tasks.
* Consider some of the recent changes in the Australian population. Do you think this could change the way we define Marketing?
*Do you think that companies that still continue to feature the ‘typical’ family in their ads are at disadvantage?
*Think of a type or style of car that would not use a family-oriented image or message in its ads. What types of people would marketers use in a television commercial for that type or style of car?
While analysing any business case one should consider the following
– Identify the problem(s) in the situation presented in the scenario
– Analyse the key issues within the context of the theory and concepts presented in your chapters
– Evaluate similar examples and strategy used by various company’s/organizations
– Develop and compare alternative solutions to the problems
– Consider the advantages and disadvantages of various possible solutions or outcomes
– Select the best solution, justify your reasons and make recommendations for action
– Conduct background research in finding out updates in the strategy and outcomes that have happened
since the period of the case for the selected company/organisation
– Appropriate analysis, evaluation, synthesis of key facts and contexts
– Proper grammar, professional writing, format and styleUseful resources for on analysing and writing case studies