Mazda Case, Advertisment And Promotion

1. break the role of unified merchandise communications in the grocerying of automobiles such as the Mazda Protg and MAZDA6. How is each IMC agent calld to market automobiles? The role of integrated marketing communications in the marketing of automobiles such as the Mazda Protg and MAZDA6 had a major jolt of Mazda as a company. For each elevator car ( standard), they made an exhaustive market research, they studied what were the best channel to deliver a message and what was the market looking for.Establishing market objectives that Mazda precious was to increase their sales by repositioning the Protg model and the filth as a whole, giving it a bracing jr. look. Mazda rangeed community round 20-30, who treasured something hip, fun and freshly but at the akin time bona fide and affordable. When they launch the Mazda6 the campaign targeted a distinguishable market because it was a raw(a) model. They wanted people that were antithetical from the some other car mo dels that they had in the market, a person that was looking for luxury and comfort.The integrate Marketing communications plan for the protg tried to position it as a car for the youth, coquetful and hip, something polar for the market, the other brands were non considering the postulates of young women. Mazda tried to market the Mazda6 as a refined, sporty car, for a more(prenominal) than hop on audience who were looking for luxury. The marketing mix was dodging, which promoted the car in all the take the target market most likely visit.Evaluation of the campaign after proving the campaign of the protg they made some adjustments to the IMC plan, exploitation a stronger campaign and finding in the way the motto of the whole brand, Zoom-Zoom. 2. Evaluate Mazdas stopping point to be sick the constitute in. Be Moved tagline for the Protg and adopt the Zoom-Zoom theme for its advertizing. Mazdas decisiveness to drop the Get In. Be Moved tagline for the Proteg and adopt th e Zoom-Zoom theme for its publicise was a great idea. It made it easier to observe with the brand. Customers could non identify with the Get In.Be Moved when Mazda rolled out with the Zoom-Zoom them. They could not use two ads because it was move two different messages to their customers. When Mazda first came out with the Zoom-Zoom ad it was just for whizz car model. We think it was a great idea that they made it unison across the line for all their car brands. Once mortal here the Zoom-Zoom they could identify with the brand. 3. Evaluate the scheme Mazda is using to advertise the juvenile MAZDA6 sports sedan. Do you agree with the termination to use a more senesce and less playful speak to for the MAZDA6?MAZDA6 was thought as nonp beil of the most important launches in Mazdas history. It competes the mid-size segment of automobile market where most cars sell for around $25,000. MAZDA6s target customer in this segment is a mid-30s car enthusiast, although not to the e xtreme, who lives an active lifestyle. The ad system used by Mazda Company should focus on those target customers. From the positive side, the advertising schema for the MAZDA6 is that it departed from the approach used for the Protg, as it involved what the company describes as a more turn effort.The strategy used by Mazda for the MAZDA6 utilized a heavily integrated communications program. affect advertising accounted for 12 percent of the overall budget with ads being run in enthusiast magazines as headspring as in lifestyle magazines and newspapers. However, from the negative side, the advertising strategy for the MAZDA6 is that the advertising failed to highlight the inequality surrounded by MAZDA6 and the sedans under other brand such as Honda. Customers may have knowledge rough the MAZDA6 are less mature than the Protg.From their advertising, it will let customers feel unsure about both the Protg and MAZDA6, if the Zoom-Zoom line showed up in the campaigns. Also, th e advertising has broadly printed. The advertising is not precise comely on MAZDA6s target customers, if the advertising was used on ESPN. The target customer of ESPN may infringe with the purpose to use a more mature and less playful approach for the MAZDA6. In all, the strategy Mazda is using to advertise the new MAZDA6 sports sedan was unable to fully satisfy with its mission. I do not agree with the finish to use a more mature and less playful approach for the MAZDA6.First of all, the new MAZDA6 is sports sedan. Both MAZDA6 and Protg are passing similar to each other in performance. Meanwhile, compared with MAZDA6s competitors, the decision to use a more mature and less playful approach for the MAZDA6 is almost the same to others. The MAZDA6 is arduous to be recognized by customers. Also, the MAZDA6s target customers are the mid-30s. This mid-30s generally consists of mature and playful. If the decision is about using a more mature and less playful approach for the MAZDA6, its target customersmay be mid-40s instead of mid-30s.Therefore, I do not agree with the current 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? If I had to fork up some recommendations at Mazdas people about the marketing communication strategy they need to follow, I could given to them the below suggestions Mazda needs to be focused individual to everyone target pigeonholing that they want to be addressed.Every car is not for everyone, so they need to use different ways to attract different group of people. Mazda need to separate the marketing plans, depending the average wage of the consumers, the age, the sex, the lifestyle, and the solid ground that they want to sell a model or the season. Mazda needs to be part of the peoples life. The only way to achieve that is to undertake hard to promote its product as much t hey sewer with no stop for long time. Mazdas people need to use the TV commercial and the ads to play in the screen hours that the consumers are main office and bathroom watch them.They need to use social media via profits and share their products online. In our days the bulk of the people, it doesnt matter the age use the Internet and they impact from that. Also, they can use blogs online to express new ideas about their models or to ask about people opinion. Furthermore, Mazda can inform the old customers or people who havent tried yet the experience of this brand with newsletters at their homes, about news from the car market and specific for the Mazda Company.To continue with, Mazda can try to see people who used in the knightly Mazda or new customers for seminars and talk to them about new models and new technology. Also, they can give them the chance for runnel drive in new cars with no any cost. The privy(p) of the successful marketing communication strategy is the m otivation and the trust that you can transfer to the consumers inside your forwarding and your advertisement. That is not easy and takes time and need a lot of patient from Mazda to achieve this goal.Mazda Case, Advertisment And PromotionAnalyze the role of integrated marketing communications in the marketing of automobiles such as the Mazda Protege 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 Protege 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 Protege 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 ti me 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 protege 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 protege 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 Mazdas decision to drop the Get in. Be Moved tagline for th e Protege and adopt the Zoom-Zoom theme for its advertising. Mazdas decision to drop the Get In. Be Moved tagline for the Protege and adopt the Zoom-Zoom theme for its advertising was a great idea. It made it easier to identify with the brand.Customers could not identify with the Get In.Be Moved when Mazda rolled out with the Zoom-Zoom them. They could not use both ads because it was move two different messages to their customers. When Mazda first came out with the Zoom-Zoom ad it was just for one car model. We think it was a great idea that they made it unison across the line for all their car brands. Once someone here the Zoom-Zoom they could identify with the brand. 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 MAZDA6MAZDA6 was thought as one of the most important launches in Mazdas history. It competes the mid-size segment of automobile market where most ca rs sell for around $25,000. MAZDA6s target customer in this segment is a mid-30s car enthusiast, although not to the extreme, who lives an active lifestyle. The advertising strategy used by Mazda Company should focus on those target customers. From the positive side, the advertising strategy for the MAZDA6 is that it departed from the approach used for the Protege, as it involved what the company describes as a more mature effort.The strategy used by Mazda for the MAZDA6 utilized a heavily integrated communications program. Print advertising accounted for 12 percent of the overall budget with ads being run in enthusiast magazines as well as in lifestyle magazines and newspapers. However, from the negative side, the advertising strategy for the MAZDA6 is that the advertising failed to highlight the difference between MAZDA6 and the sedans under other brand such as Honda. Customers may have knowledge about the MAZDA6 are less mature than the Protege.From their advertising, it will let customers feel unsure about both the Protege and MAZDA6, if the Zoom-Zoom line showed up in the campaigns. Also, the advertising has broadly printed. The advertising is not precise enough on MAZDA6s target customers, if the advertising was used on ESPN. The target customer of ESPN may conflict with the decision to use a more mature and less playful approach for the MAZDA6. In all, the strategy Mazda is using to advertise the new MAZDA6 sports sedan was unable to fully satisfy with its mission. I do not agree with the decision to use a more mature and less playful approach for the MAZDA6.First of all, the new MAZDA6 is sports sedan. Both MAZDA6 and Protege are highly similar to each other in performance. Meanwhile, compared with MAZDA6s competitors, the decision to use a more mature and less playful approach for the MAZDA6 is almost the same to others. The MAZDA6 is difficult to be recognized by customers. Also, the MAZDA6s target customers are the mid-30s. This mid-30s generally co nsists of mature and playful.If the decision is about using a more mature and less playful approach for the MAZDA6, its target customersmay be mid-40s instead of mid-30s. Therefore, I do not agree with the current 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? If I had to give some recommendations at Mazdas people about the marketing communication strategy they need to follow, I could given to them the below suggestions Mazda needs to be focused individual to everyone target group that they want to be addressed.Every car is not for everyone, so they need to use different ways to attract different group of people. Mazda need to separate the marketing plans, depending the average wage of the consumers, the age, the sex, the lifestyle, and the country that they want to sell a model or the season. Mazda needs to be part of the peoples life. The only way to achieve that is to try hard to promote its product as much they can with no stop for long time. Mazdas people need to use the TV commercial and the ads to play in the screen hours that the consumers are home and can watch them.They need to use social media via Internet and share their products online. In our days the majority of the people, it doesnt matter the age use the Internet and they affected from that. Also, they can use blogs online to express new ideas about their models or to ask about people opinion. Furthermore, Mazda can inform the old customers or people who havent tried yet the experience of this brand with newsletters at their homes, about news from the car market and specific for the Mazda Company.To continue with, Mazda can try to invite people who used in the past Mazda or new customers for seminars and talk to them about new models and new technology. Also, they can give them the chance for test drive in new cars with no any cost. T he secret of the successful marketing communication strategy is the motivation and the trust that you can transfer to the consumers inside your promotion and your advertisement. That is not easy and takes time and need a lot of patient from Mazda to achieve this goal.