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2003 Marketing Communications Campaign Mazda Protégé5

2003 Marketing Communications Campaign Mazda Protégé5. Racquel Smith. Olivier Wasilewski. Neha Sharma. Chung Chun Kao. Immersing into the Brand. Understanding Mazda The brand unifies sporty attitude and modern style with everyday practicality Understanding Mazda Protégé5

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2003 Marketing Communications Campaign Mazda Protégé5

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  1. 2003 Marketing Communications Campaign Mazda Protégé5 Racquel Smith Olivier Wasilewski Neha Sharma Chung Chun Kao

  2. Immersing into the Brand • Understanding Mazda • The brand unifies sporty attitude and modern style with everyday practicality • Understanding Mazda Protégé5 • It’s a fun to drive car with exceptional handling capabilities implemented into practical concept vehicle

  3. Brand Personality Fun Stylish Spirited Adventurous Versatile

  4. The Competition • Ford Focus • VW Jetta • Pontiac Vibe • Toyota Matrix

  5. The Challenge Mazda is not in the “Evoked Set” of car brands AWARENESS

  6. The Objective • Create awareness and interest for Mazda Protégé 5 • Increase the number of hand raisers • Increase test drives and dealership visits • Create purchase intention • Drive sales and leases for Protégé 5

  7. The Campaign Media Elements • Print ads : Magazines • Direct Mail • Email

  8. The Target Market Psychographic Profile Demographic Profile

  9. Who You Are What You Do External Outcomes Lifestyle Work Purchase Internal Inputs Goals Motivation Values CHOICES

  10. 4C’s: Seven Values Segments Reformers Self-Expression Succeeders Control Mainstreamers Security Resigned Survival Explorers Individuality Struggling Escape Aspirers Status ACHIEVERS

  11. The ACHIEVERS • Image conscious • Want style • Seek fun • Love Action • Socialize- move along or seen in the crowd • They are enthusiastic about their work • Ambitious, laddering to their success • Dream to be there someday • Want to achieve more

  12. ACHIEVERS Generation X Men, 26-34 Generation Y Men, 18-25

  13. Generation Y Generation X Team oriented (We) Independent / autonomous (Me) Tech savvy Tech savvy Optimistic Survival-minded Expect to be treated well Crave respect Want feedback Want feedback Can do attitude Skeptical Want a life, personal time Want a life, personal time Are Used to being busy all the time Willing to work hard for a given time Short attention span Short attention span Fun required Serious, purposeful fun Very emotional based More rational based

  14. Generation Y 18-25 Element of Fun & Enjoyment of Life “Another reason to enjoy life…”

  15. Generation X 26-34 The integration of the sporty attitude and modern styling with the practical aspects “All in one, and a little more…”

  16. Direct Mail

  17. E-mail

  18. The Media Plan

  19. The Media Plan

  20. Budget Summary Tent Cards 0.09% Gifts 17.58% Print 35% DM 26.13% Email 21.2%

  21. ROI

  22. Life Time Value of Customer The lifetime value of the customer will be calculated based on the target market of 18-34 Calculation: 34-18 = 16 16/4( average times a customer will buy a new car) = 4 cars Loyalty rate is 35% Therefore, 35% * 4 = 1.4 cars Average price of a Mazda car which would be $17,000 Therefore $17,000 * 1.4 = $23,800

  23. Thank You !!! Questions & Comments

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