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  • Through interviews Protégé 5 has low awareness Car perceived as being targeted towards younger audience with income ranging from $ 30,000-45,000. The car is associated with brands like “Timex” or “Casio” watches, Gap, etc. The car is being driven to a movie theatre to watch movies like “Catch me if you can”, “analyze that”

Transcript

  • 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
      • It’s a fun to drive car with exceptional handling capabilities implemented into practical concept vehicle
  • 3. Brand Personality Fun Adventurous Versatile Stylish Spirited
  • 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. CHOICES Internal Inputs Goals Motivation Values External Outcomes Lifestyle Work Purchase Who You Are What You Do
  • 10. 4C’s: Seven Values Segments Resigned Survival Struggling Escape Mainstreamers Security Aspirers Status Succeeders Control Explorers Individuality Reformers Self- Expression ACHIEVERS
  • 11.
    • Image conscious
    • Want style
    • Seek fun
    • Love Action
    • Socialize- move along or seen in the crowd
    • They are enthusiastic about their work
    • Ambitio us , laddering to their success
    • Dream to be there someday
    • Want to achieve more
    The ACHIEVERS
  • 12. ACHIEVERS Generation X Men, 26-34 Generation Y Men, 18-25
  • 13. Generation Y Generation X Team oriented (We) Independent / autonomous (Me) Tech savvy Tech savvy Optimistic Survival-minded Expect to be treated well Crave respect Want feedback Want feedback Can do attitude Skeptical Want a life, personal time Want a life, personal time Are Used to being busy all the time Willing to work hard for a given time Short attention span Short attention span Fun required Serious, purposeful fun Very emotional based More rational based
  • 14. Generation Y 18-25 Element of Fun & Enjoyment of Life “ Another reason to enjoy life…”
  • 15.  
  • 16.  
  • 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.  
  • 19.  
  • 20. Direct Mail
  • 21.  
  • 22.  
  • 23. E-mail
  • 24. The Media Plan
  • 25. The Media Plan
  • 26. Budget Summary Print 35% DM 26.13% Email 21.2% Gifts 17.58% Tent Cards 0.09%
  • 27. ROI
  • 28. Life Time Value of Customer 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 The lifetime value of the customer will be calculated based on the target market of 18-34
  • 29. Thank You !!! Questions & Comments