MAZDA CASE ANDR ANDR
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?
-The integrated marketing communications were very important in expanding the knowledge of the Protegé and MADZA6, and also to relate both models to a specific type of clients. In the fall of 1997 Mazda parted ways with its advertising agency of 27 years and awarded its business to a new agency, W.B. Doner & Co. This new agency would build a distinct personality of the brand and so Doner developed a simple but powerful slogan for Mazda, “Get In. Be Moved.” This slogan was seen as more than just an advertising tagline, it was a brand promise. One of the first actions Doner took was to develop a campaign to reposition the Protegé´s model for 1999. The new advertising strategy for the Protegé called for positioning it as a cool and fun-to-drive vehicle for young, independent females. To launch repositioning campaign for the Protegé, Doner developed television commercials, and extended the publicity of the car to the Internet with “the world’s largest online automotive launch party” with banner ads on different web sites. Travelers could enter a sweepstakes to win a new Protegé and play trivia games supplied by the game show site Uproar. Mazda also mailed a CD-ROM with music, movie reviews and interviews to people who requested more information while visiting the Protegé web site. The IMC program was extended to dealer showrooms by developing point-of-purchase cubes that used the same imagery and tonality as the television and print messages. The IMC program was extremely successful in repositioning the Protegé and attracting young buyers. In 2001, the “Zoom-Zoom” message was showed in all models and new commercials were developed, like the “Where is it written that only a sports car can behave like a sports car?’ related to the Protegé. In 2002, Mazda introduced the