Mazda

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Final NMDL Project: Mazda

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Mazda

  1. 1. “There’s An Enthusiast in All of Us”- Campaign Proposal
  2. 2. The Business Mazda, best known for it’s “Zoom- Zoom” tagline, is an international automobile brand from Japan Mazda’s focus is on developing a fun- to-drive car for the “enthusiast” that is safe, and fuel-efficient
  3. 3.  Mazda’s target market is the enthusiast Enthusiasts, according to Mazda, are “Those individuals who stay young, have a good capability to express themselves, are passionate and are self-confident in their choices” I propose that Mazda develops a campaign that focuses more on the “enthusiast”. Target
  4. 4.  According to my research, Mazda’s primary challenge is their lack of brand awareness amongst potential consumers When asked what’s the first thing that comes to mind when one thinks of Mazda, most people respond by saying “Zoom-Zoom” Challenges
  5. 5. Mazda’s Goals Mazda recently introduced their new SKYACTIVE Technology The goal with this technology is to provide consumers with a safe, fuel- efficient, but fun-to-drive car
  6. 6. My Goal for Mazda My goal for Mazda is to use this new technology the create more brand awareness when attempting to reach their target market, enthusiasts
  7. 7. The Proposal  SEO strategy for the keyword SKYACTIVE  A television ad campaign highlighting the “enthusiast”. Utilizing the tagline “There is an enthusiast in all of us”  Targeting those who clicked on SKYACTIVE as the search for the term grows  Having these people participate in a social media campaign via Twitter to get butts in seats
  8. 8. Budget Mazda has reported annual spending of about 150-250 million on advertising I propose to use a minimum of 50 million to implement my strategy Being sure to consider the trend toward online marketing
  9. 9. Metrics of Success Utilize quantitative and qualitative research approaches including extensive surveying throughout the campaign Utilizing Mazda’s social media community to gain information on the new campaign
  10. 10. Timeline Considering the introduction of SKYACTIVE in the 2012 Mazda3 and Mazda CX-5, Mazda should run this campaign starting in January 2012

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