Mazda Case Study
MARKS/WEIGHTING: 25% of final grade.
ASSIGNMENT: MAZDA CASE STUDY and PRESENTATION
In this assessment students are required to choose an integrated marketing communications campaign case study to analyse.
Students should: • Outline the organisation and its product or service • Identify the IMC tools used in the campaign • Explain the process of developing the campaign • Evaluate the success of the campaign and any issues that arose.
Underpinning marketing theories from previous units (eg, consumer behaviour, market research, the marketing mix etc) should be incorporated into the analysis.
The seminar is of 15 – 20 minutes duration.
MAZDA CASE STUDY
You have been hired by the strategic marketing manager of Mazda, and you have been assigned to investigate their company’s integrated marketing communications in the case attached.
Present your analysis for the following questions.
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?
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.
3. Evaluate the strategy Mazda is using to advertise the new MAZDA6 sports sedan. Do you agree with the decision to use a more mature and less playful approach for the MAZDA6?
4. What recommendations would you make to Mazda regarding its integrated marketing communications strategy as the company moves forward?
POSITIONING A PRODUCT LINE
This case was written by Professors George E. Belch and Michael A. Belch. It is intended to be used as the basis