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Old 10-25-2003, 16:57   #1 (permalink)
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FPV Target market

If you ever wondered how marketing sees the customer here is a little snippet from the Ford Performance Vehicles marketing plan.

TARGET MINDSET
Buyers in the High-Performance Vehicles Market will be the most passionate, high-involvement drivers in the large car segment. They will be educated motor enthusiasts and are usually chief opinion leaders for other buyer groups.
All high-performance vehicles buyers are connected by one thread, their mindset and attitude towards life, work and vehicles.
The key group FPV have identified as the communications target audience are referred to as the “Go Getters” mindset.

"Go Getters"
• Lead self-indulgent and individualistic lifestyles
• With an attitude of work hard now to play later, they are materialistically goal driven (house, possessions, relationship, cash) and are willing to take risks to achieve long-term goals
• Go Getters have the money and don't make any apologies about spending it on themselves
• They are business success stories and are therefore demanding by nature, hate incompetence and expect the best
• They live life to the fullest and want possessions that are the latest and greatest to reflect their competitive and ambitious lifestyle
• They crave peer group admiration through their purchases and will show off to their mates and the public at every opportunity
• They see themselves as 'winners', better than everyone else and on top of the heap
• Expressing a symbol of success through their purchase is essential and standing out from the crowd is a badge of that success

........ sound like you?

till next time
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Old 10-25-2003, 17:58   #2 (permalink)
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Re: FPV Target market

sure does! except of the few points of being above everybody else.
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Old 10-25-2003, 23:41   #3 (permalink)
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Re: FPV Target market

what a load of shit!!!!!!!
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Old 10-25-2003, 23:54   #4 (permalink)
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Re: FPV Target market

sounds like it came out of a handbook .... perhaps they haven't bothered to look at what sort of people have purchased their premium 'sports' cars . They appear to be just assuming they know.

Last edited by xacoupe; 10-26-2003 at 14:05.
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Old 10-26-2003, 02:54   #5 (permalink)
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Re: FPV Target market

Quote:
Originally Posted by mygt
what a load of shit!!!!!!!
Yep, sure is!!
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Old 10-26-2003, 05:11   #6 (permalink)
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Re: FPV Target market

ie a wanker.
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Old 10-26-2003, 13:58   #7 (permalink)
 
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Re: FPV Target market

I think the key here is "High Performance Buyers Market"
I think that text books analysis of the needs heirachy is a little generalised, and may well be pointed more at the buyers of $300,000 super cars.
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Old 10-26-2003, 16:49   #8 (permalink)
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Re: FPV Target market

I think it’s a load of shit too,


I am definitely not a car Enthusiast. You ask me about the old style fords and I scratch my head, you talk to me about ford vs. Holden and I say "Yeah whatever"

I just bought my GTP because I liked the car all the rest of that is a big load of shit!


Jim
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Old 10-26-2003, 17:29   #9 (permalink)
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Re: FPV Target market

Based on all of the FPV vehicle owners that I personally know I would suggest that this is fairly accurate.

Remember marketing is like a shotgun, if pointed correctly most of the pellets will strike the target.
Hitting additional targets is just a bonus.

I have a question? Will any GT/GT-P/Pursuit owner who is
a) a dole bludger
or
b) a process worker on min wage
or
c) 'unsuccessful' in life
or
d) has no ambition to better themselves

please reply to this and prove FPV wrong.

Actually any HSV/AMG/M/SVT owner can do so too.

If a person buys a car and has no interest in the marque or branding why would they subscribe to a forum whose main topic is that marque or branding?
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Last edited by flappist; 10-26-2003 at 17:39.
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Old 10-26-2003, 18:04   #10 (permalink)
 
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Re: FPV Target market

Agreed
I think its not too far off the mark, except for the more "extreme" traits, which I would say point towards a higher price bracket.
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