Immersing into the Brand

1
2003 Marketing Communications Campaign Mazda
Protégé5
Racquel Smith
Olivier Wasilewski
Chung Chun Kao
Neha Sharma
2
Immersing into the Brand

• Understanding Mazda
• The brand unifies sporty attitude and modern
  style with everyday practicality
• Understanding Mazda Protégé5
• Its 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
4Cs Seven Values Segments
Succeeders Control
Reformers Self-Expression
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
(No Transcript)
14
Generation Y 18-25
Element of Fun Enjoyment of Life
Another reason to enjoy life
15
(No Transcript)
16
(No Transcript)
17
Generation X 26-34
The integration of the sporty attitude and modern
styling with the practical aspects
All in one, and a little more
18
(No Transcript)
19
(No Transcript)
20
Direct Mail
21
(No Transcript)
22
(No Transcript)
23
E-mail
24
The Media Plan
25
The Media Plan
26
Budget Summary
Tent Cards 0.09
Gifts 17.58
Print 35
DM 26.13
Email 21.2
27
ROI
28
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
29
Thank You !!!
Questions Comments