Mazda Brand Immersion

2003

Marketing Communications Campaign

Mazda Protégé5

Racquel Smith Olivier WasilewskiChung Chun KaoNeha Sharma

Immersing into the BrandImmersing 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

Brand PersonalityBrand Personality

Fun

AdventurousVersatile

StylishSpirited

The CompetitionThe Competition

Ford FocusVW JettaPontiac VibeToyota Matrix

The ChallengeThe Challenge

Mazda is not in the “Evoked Set” of car brands

AWARENESS

The ObjectiveThe 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

The Campaign Media The Campaign Media ElementsElements

Print ads : MagazinesDirect Mail Email

The Target MarketThe Target Market

Psychographic Profile

Demographic Profile

CHOICESCHOICESCHOICESCHOICES

Internal Internal InputsInputs

GoalsGoals

MotivationMotivation

ValuesValues

External OutcomesExternal Outcomes

LifestyleLifestyle

WorkWork

PurchasePurchase

Who You Are What You Do

4C’s: Seven Values Segments4C’s: Seven Values Segments

Resigned

Survival

Struggling

Escape

Mainstreamers

Security

Aspirers

Status

Succeeders

Control

Explorers

Individuality

Reformers

Self-Expression

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

The ACHIEVERSThe ACHIEVERS

ACHIEVERSACHIEVERS

Generation XMen, 26-34

Generation YMen, 18-25

Generation YGeneration Y Generation XGeneration X

Team oriented (We)Team oriented (We) Independent / autonomous (Me)Independent / autonomous (Me)

Tech savvyTech savvy Tech savvyTech savvy

OptimisticOptimistic Survival-mindedSurvival-minded

Expect to be treated wellExpect to be treated well Crave respectCrave respect

Want feedbackWant feedback Want feedbackWant feedback

Can do attitudeCan do attitude SkepticalSkeptical

Want a life, personal timeWant a life, personal time Want a life, personal timeWant a life, personal time

Are Used to being busy all the timeAre Used to being busy all the time Willing to work hard for a given timeWilling to work hard for a given time

Short attention spanShort attention span Short attention spanShort attention span

Fun requiredFun required Serious, purposeful funSerious, purposeful fun

Very emotional basedVery emotional based More rational basedMore rational based

Generation YGeneration Y

18-2518-25

Element of Fun & Enjoyment of Life

“Another reason to enjoy life…”

Generation XGeneration X

26-3426-34

The integration of the sporty attitude and modern styling with the practical aspects

“All in one, and a little more…”

Direct MailDirect Mail

E-mailE-mail

The Media PlanThe Media Plan

Quarter 1 Quarter 2 Quarter 3 Quarter 403 Media Plan Jan Feb Mar April May Jun July Aug Sep Oct Nov DecPrint Ads

Men's Health

Sports Illustrated

PC Magazine

PlayboyNational Geograp

Direct MailE-Mail Promotion 2 months

4/15-6/15

The Media PlanThe Media Plan

Budget SummaryBudget Summary

Print

Email

DM

Promotion

Card Tent

Print 35%

DM26.13%

Email 21.2%

Gifts17.58%

Tent Cards0.09%

ROIROI

Test- Sale 204712Expect Sale 10% 20471Net $2000/car $40,942,400Invest $4,000,000ROI 1023.56%

Life Time Value of CustomerLife Time Value of Customer

Calculation:

34-18 = 1616/4( 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 $17,000Therefore $17,000 * 1.4 = $23,800

The lifetime value of the customer will be calculated based on the target market of 18-34

Thank You !!! Thank You !!!

Questions Questions &&

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