Mazda Case Study
1. Analyze the role of integrated marketing communications in the marketing of automobiles such as the Mazda Protegé and MAZDA6. How is each IMC element used to market automobiles? (NOTE:'See'readings'about'IMC'plans)
• Market situation: For each car, they made an exhaustive market research, they studied what were the best channels to deliver a message and what was the market looking for.
• Establishing market objectives: what they wanted was to increase their sales by repositioning the Protegé model, and the brand as a whole, giving it a new younger look.
• Target market: they wanted young people around 20-30, who wanted something hip, fun and new but at the same time reliable and affordable. Later on, with the launch of the Mazda6 the campaign targeted a different market, a more mature one that was not looking for fun instead it looked for luxury and comfort.
• Differentiation and positioning: The IMC plan for the protégé tried to position it as a car for the youth, playful and hip, something different for the market, since other brands were not considering the needs of young women. For the Mazda6 they tried to position it as a refined, yet sporty car, for a more mature audience who were looking for luxury.
• Marketing mix: they develop a strategy that promoted the car in all the channels the target market most likely visit. Also dedicated a large percentage in the whole structure of the campaign.
• Evaluation of the campaign: after proving the campaign of the protégé they made some adjustments to the IMC plan, developing a stronger campaign and finding in the way the motto of the whole brand, Zoom-Zoom.
2. Evaluate Mazda’s decision to drop the “Get In. Be Moved’' tagline for the 'Protegé' and adopt the “Zoom-Zoom” theme for its advertising. Do you believe it was a smart move and why? Do you believe it was not a smart move and why?
I believe it was a risky move, since the first campaign was too new to just change it, but at the same time, with the
• Market situation: For each car, they made an exhaustive market research, they studied what were the best channels to deliver a message and what was the market looking for.
• Establishing market objectives: what they wanted was to increase their sales by repositioning the Protegé model, and the brand as a whole, giving it a new younger look.
• Target market: they wanted young people around 20-30, who wanted something hip, fun and new but at the same time reliable and affordable. Later on, with the launch of the Mazda6 the campaign targeted a different market, a more mature one that was not looking for fun instead it looked for luxury and comfort.
• Differentiation and positioning: The IMC plan for the protégé tried to position it as a car for the youth, playful and hip, something different for the market, since other brands were not considering the needs of young women. For the Mazda6 they tried to position it as a refined, yet sporty car, for a more mature audience who were looking for luxury.
• Marketing mix: they develop a strategy that promoted the car in all the channels the target market most likely visit. Also dedicated a large percentage in the whole structure of the campaign.
• Evaluation of the campaign: after proving the campaign of the protégé they made some adjustments to the IMC plan, developing a stronger campaign and finding in the way the motto of the whole brand, Zoom-Zoom.
2. Evaluate Mazda’s decision to drop the “Get In. Be Moved’' tagline for the 'Protegé' and adopt the “Zoom-Zoom” theme for its advertising. Do you believe it was a smart move and why? Do you believe it was not a smart move and why?
I believe it was a risky move, since the first campaign was too new to just change it, but at the same time, with the