Mazda: Positioning a Product Line

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MAZDA: POSITIONING A PRODUCT LINE

I TEGRATED MARKETI G COMMU ICATIO (MKTG 6140)

Case Summary
• Lack focus in marketing and advertising plan. • Weak positioning, focus on value for money only. • Introduced new marketing strategy. • New slogan – “Get In. Be Moved” for Protégé (1999). • New approach used to cater new target market. • Introduced new slogan – “Zoom-Zoom” (make fun to drive for adults). • New model - MAZDASPEED Protegé, Protegé5 and MAZDA6. 2

I TEGRATED MARKETI G COMMU ICATIO (MKTG 6140)

History
1984 1927 1920

Mazda Milestone

• Mazda derived from Ahura Mazda - a god of earliest civilizations in West Asia. • Mazda interprets - god of wisdom, intelligence and harmony, the symbol of origin for both Eastern and Western civilizations, and also as a symbol of automobile culture. • Mazda was also said to be derived from the name of the company founder, Jujiro Matsuda. I TEGRATED MARKETI G COMMU ICATIO (MKTG 6140)

Production
• Produced first 3-wheel truck (Mazda-Go)

1931

1932

• Start export to China

1945

• World War Two • Mazda loaned part of it headquarters to Hiroshima prefecture and all functions of the prefecture office were transferred there until July 1946

1949 • Started to export the 3-wheeled truck to India

I TEGRATED MARKETI G COMMU ICATIO (MKTG 6140)

Production
• 1960 – first 2-door passenger car (R360 Coupe) • 1962 - 4-passenger car (Carol 600) • Production sites - United States, China, Taiwan, Thailand, Phillipines, Zimbabwe, South Africa, Ecuador and Colombia • Employees - 21,747 people

I TEGRATED MARKETI G COMMU ICATIO (MKTG 6140)

Marketing

1980s
• “The more you look, the more you like”
• “Experience Mazda” • “An intense commitment to your total satisfaction, that’s the Mazda Way”

• “It Just Feels Right” • “Passion for the Road” • “Get In. Be Moved”

2000
• “Zoom-Zoom”

1970

1990s

I TEGRATED MARKETI G COMMU ICATIO (MKTG 6140)

Print Ads

“Get In. Be Moved.”

“Zoom Zoom”

“Zoom Zoom”

“It Just Feels Right.”

7

Latest Updates
March 2009 Mazda introduced its Sustainable Zoom Zoom • Company commitment towards safety and environmental friendly vehicles • SKYACTIV TECHNOLOGY • Full used of social media • Own magazine called “Zoom Zoom” • Established Mazda Foundation • Mazda open a museum in its Japan headquarter I TEGRATED MARKETI G COMMU ICATIO (MKTG 6140)

QUESTION 1
Analyze the role of integrated marketing communications in the marketing of automobiles such as the Mazda Protegé and MAZDA6. How is each element used to market automobiles?

I TEGRATED MARKETI G COMMU ICATIO (MKTG 6140)

Roles of IMC

“A concept of marketing communication planning that recognizes the added value of a comprehensive plan that evaluates the strategic roles of a variety communication disciplines – for example, general advertising, direct response, sales promotion, and public relation – and combines these disciplines to provide clarity, consistency, and maximum communication impact”.

The American Association of Advertising Agencies (the 4AS)

I TEGRATED MARKETI G COMMU ICATIO (MKTG 6140)

Roles of IMC
• To inform, to remind and persuade. • Provide direction for Mazda to come up with a decision on which promotional mix to be used effectively for the different targeted customer. • To use all possible mediums that could reach the target. • To achieve synergy.

I TEGRATED MARKETI G COMMU ICATIO (MKTG 6140)

IMC Elements

Advertising

• TV ads, print ads and radio ads • Mazda Protegé, MAZDA6, MAZDASPEED and RX-8 • Car & Driver Magazine’s (Protégé 5) • ESPN magazine & ESPN radio

Direct Marketing Internet & Interactive Marketing

• E-mailing CD-ROM with music, movie reviews and interviews

• Banner ads • Eg : Yahoo!, Excite, America Online Autocenter, CarPoint, and MTV

I TEGRATED MARKETI G COMMU ICATIO (MKTG 6140)

IMC Elements
Publicity & Public Relation

• Extensive publicity and public relation...
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