MAZDA CASE, ADVERTISMENT AND PROMOTION
ANALUSIS QUESTIONS
1. Analyze the role of integrated marketing communications in the marketing of automobiles such as the Mazda Protégé and MAZDA6. How is each IMC element used to market automobiles? The role of integrated marketing communications in the marketing of automobiles such as the Mazda Protégé and MAZDA6 had a major impact of Mazda as a company. For each car (model), 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 that Mazda wanted was to increase their sales by repositioning the Protégé model and the brand as a whole, giving it a new younger look. Mazda targeted people around 20-30, who wanted something hip, fun and new but at the same time reliable and affordable. When they launch the Mazda6 the campaign targeted a different market because it was a new model. They wanted people that were different from the other car models that they had in the market, a person that was looking for luxury and comfort. The Integrated Marketing Communications plan for the protégé tried to position it as a car for the youth, playful and hip, something different for the market, the other brands were not considering the needs of young women. Mazda tried to market the Mazda6 as a refined, sporty car, for a more mature audience who were looking for luxury. The marketing mix was strategy, which promoted the car in all the channels the target market most likely visit. 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 Protégé and adopt the ‘Zoom-Zoom” theme for its advertising. Mazda’s decision to drop the “Get In. Be Moved’ tagline for the Protegé and adopt the “Zoom-Zoom” theme for its
1. Analyze the role of integrated marketing communications in the marketing of automobiles such as the Mazda Protégé and MAZDA6. How is each IMC element used to market automobiles? The role of integrated marketing communications in the marketing of automobiles such as the Mazda Protégé and MAZDA6 had a major impact of Mazda as a company. For each car (model), 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 that Mazda wanted was to increase their sales by repositioning the Protégé model and the brand as a whole, giving it a new younger look. Mazda targeted people around 20-30, who wanted something hip, fun and new but at the same time reliable and affordable. When they launch the Mazda6 the campaign targeted a different market because it was a new model. They wanted people that were different from the other car models that they had in the market, a person that was looking for luxury and comfort. The Integrated Marketing Communications plan for the protégé tried to position it as a car for the youth, playful and hip, something different for the market, the other brands were not considering the needs of young women. Mazda tried to market the Mazda6 as a refined, sporty car, for a more mature audience who were looking for luxury. The marketing mix was strategy, which promoted the car in all the channels the target market most likely visit. 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 Protégé and adopt the ‘Zoom-Zoom” theme for its advertising. Mazda’s decision to drop the “Get In. Be Moved’ tagline for the Protegé and adopt the “Zoom-Zoom” theme for its