Mazda PDF

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DIscussion over Mazda...

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Q-1 The Protege and the MAZDA6 were created for two very different crowds in mind. Because of this, Mazda had to promote these cars in the way that they would appeal to their target audience. Mazda used tv commercials in particular to create a new image for the Protege. They wanted to reposition the Protege as a “cool, fun, and hip to drive vehicle.” To create this image, they used advertisements on the tv that included computer-generated backgrounds, and featured a group of people in their 20s carpooling that looked “hip.” This television ad helped push the idea that this car’s target audience was a younger crowd that wanted to have fun and look cool. On the other hand, Mazda’s advertising strategy for the MAZDA6 was the complete opposite. The target audience for this car was a more grown-up crowd versus the cool “20somethings” of the Protege. The use of tv advertisements for the MAZDA6 push that position by going for a mature approach, and featuring more of the workings of the car. Mazda used the Internet to push its advertisements as well. They hosted “the world’s largest online automotive launch party” which included clickable banner ads on different websites that took the viewer to the Protege section of the Mazda website where they could participate in an interactive media cyber journey. This made the experience of viewing this new vehicle more fun, and would get the viewer more interested than a typical car advertisement. Viewers received direct mail in the form of a CD-ROM that included music, movie reviews, and interviews. They were also given the chance to enter a sweepstakes to win a new Protege with Mazda’s sales promotion technique. Entering this sweepstakes shows that they were interested in this vehicle, and it seems that, once a potential customer realizes they didn’t win this giveaway, they could be very likely to go ahead and purchase one. Q-2 Mazda’s decision to drop the phrase “Get In. Be Moved” for “Zoom-Zoom” was a smart move. I agree that the original tagline was vague and boring. You can get in any car, and be moved, but not every car can “Zoom-Zoom.” With this new tagline being more catchy, it seems to have boosted sales for Mazda as a result. The first vehicle to use that phrase was very successful, and as Mazda started incorporating it into its other models, the brand began getting more attention. Q-3 The MAZDA6 was marketed with an older crowd in mind. Mazda’s target customer for this vehicle was someone that was in their mid-30s, and that was on the go. They wanted to capture the customers on the search for a mid-size sedan that was more sporty and refined than those created by Toyota, Nissan or Honda. The advertisement for the MAZDA 6 was more mature, and less playful than that of the Protege. It included the different shots, and workings, that someone older is going to be more interested in. They were able to help secure their position by being named one of Car & Driver’s 10 Best Cars for 2003. This title draws people in because they believe they are purchasing a great car that is safe and will last. I do agree with the decision to use a more mature and less playful approach for this car. The target audience for this vehicle have different needs and wants than those of the Protege, so Mazda’s change in strategy was more beneficial for the sale of this car.

Q-4 Mazda already has an extremely effective integrated marketing communications strategy. They have had years and years to perfect their strategy, and I think that moving forward, they need to continue branching out with social media and online advertising. I don’t have a single doubt that they won’t progress with the times, but technology is such an important thing in everyone’s lives now and that importance will continue to increase.Technology isn’t just for the younger crowd, it appeals to older generations as well. Having a strong online and social media presence guarantees that their brand will reach anyone and everyone that it can....