Advertising Industry
Industry: Email Alert RSS FeedMitsubishi adopts Ford-style brand management setup.
Advertising Age, May, 1998 by Halliday, Jean
Deutsch wins crucial $50 mil Galant launch
Mitsubishi Motor Sales of America has adopted a brand-management system similar to that formerly used by Ford Motor Co.'s Ford Division.
Mitsubishi has created three new market-planner positions, with each assigned several product lines under the categories sporty, luxury and family.
The executives filling the new posts at Mitsubishi are all insiders, and responsible for marketing, advertising, product pricing, incentives and product planning, including what options to offer on vehicles.
Marcel Millot, a product planner, was named sporty group market planner, overseeing the Eclipse coupe, Eclipse Spyder convertible and 3000GT sports ear.
LUXURY GROUP
Jeanne Hoover, former manager of...
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