Mazda Presentation

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Experience Mazda Zoom Zoom Lifestyle and Culture by Visiting and joining the Official Mazda Community at http://www.MazdaCommunity.org for additional insight into the Zoom Zoom Lifestyle and special offers for Mazda Community Members.

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Mazda Presentation

  1. 1. Mazda North America
  2. 2. What does the Mazda brand exemplify?
  3. 3. Mazda exemplifies... Zoom-Zoom. zoom (definition): To move or travel quickly. Mazda CX-7 0-60: 7.4 Honda CR-V 0-60: 9.5
  4. 4. Mazda exemplifies... the soul of a sports car.
  5. 5. Mazda exemplifies... emotion in motion.
  6. 6. Mazda exemplifies... emotion in motion.
  7. 7. Mazda exemplifies... emotion in motion. Affordable Expensive Attractive Ugly sweet spot
  8. 8. Why are sales only satisfactory? Sales, YTD, 2008 Toyota Camry Mazda6 New York City 8096 571 West Palm Beach 1458 91
  9. 9. TV isn’t as powerful as it used to be.
  10. 10. Newspapers can help with print & online. Print & Online
  11. 11. Newspapers are read by a very affluent audience. Print & Online christine will provide info
  12. 12. People trust newspapers, and view them as a valuable source of information. Print & Online
  13. 13. Newspaper Advertising Still The Most Trusted Types of Advertising Trusted by Internet Users Worldwide (% of Internet Users Worldwide)
  14. 14. People who read newspapers hold influence over the lives of others. Print & Online
  15. 15. Newspapers are the Best for Influencing TV Newspapers Internet Magazines Radio Source: NNN 2005 Media Engagement Study; Conducted by Millward Brown For each of these listed statements, please indicate which of the following types of media that you associate with that statement. “ Influences the way I think about things”.
  16. 16. <ul><li>“ Newspapers are great for driving sales. There is no evidence that they improve performance throughout the buying funnel. </li></ul><ul><li>Prove that they do.” </li></ul>Newspapers are effective in the beginning and end of the purchase funnel. Gfk: Growth from Knowledge
  17. 17. Here’s why newspapers perform for automotive advertisers throughout the Purchase Cycle. Gfk: Growth from Knowledge 6 mo 5 mo 4 mo 3 mo 2 mo 1 Mo 2 Wk My needs 4.15 4.06 Models available 4.15 4.42 4 Features 4.46 4.13 Price 4.26 4.47
  18. 18. 3 months prior to purchase 3 months following purchase Newspaper readership is highest three months prior to a car purchase. Gfk: Growth from Knowledge Q5: How often do you read the daily newspaper? MRI: Respondents who “read 28+ papers in last 28 days” divided by respondents who “read any daily newspaper”. GfK: Respondents who “read every day” divided by respondents who “read at least one newspaper a week”.
  19. 19. Newspapers Deliver Throughout the Cycle Gfk: Growth from Knowledge Initial Stage Consideration Stage Final Stage Newspaper Ads TV Ads Magazine Ads Radio Ads Outdoor Ads Q23, 24, 25: Determining which vehicles to consider in your initial consideration Set, Narrowing down your consideration set to 1-2 vehicles and deciding which make/model to buy.
  20. 20. 80% Indicated YES Shoppers want more manufacturer advertisements Gfk: Growth from Knowledge Q11A: Would you like to see more manufacturer newspaper ads like this in the future?
  21. 21. How can Mazda successfully utilize newspapers?
  22. 22. Print & Online Print & Online
  23. 23. Newspaper Online Audience is at the Highest Levels Ever Unique Users January 2005 – March 2008 (000) 43,330 65,685 Up 51.6% Source: Nielsen Online – Adults 18+ Mar ‘08
  24. 24. Boston.com increases the net reach of the Boston Globe by 50% Among Adults 18-34 Read Print Only Past 7 Days 372,000 Read Print & Visit Website 68,400 Visit Website Only Past 7 Days 221,000 Source: 2007 Scarborough San Francisco DMA
  25. 25. SFGate.com Increases the net reach of the San Francisco Chronicle by 14% among adults 18-34 Source: 2007 Scarborough San Francisco DMA Read Print Only Past 7 Days 276,800 Read Print & Visit Website 123,800 Visit Website Only Past 7 Days 55,400
  26. 26. Mazda3 <ul><li>Target Demographic: </li></ul><ul><li>Young people in their twenties & thirties. Sportier MazdaSpeed3 towards males in their mid-twenties. </li></ul><ul><li>Newspaper Mix: </li></ul><ul><li>News & Sports </li></ul><ul><li>Print and online </li></ul>
  27. 27. Mazda5 <ul><li>Target Demographic: </li></ul><ul><li>Parents with kids who need room for seven, but not the poor driving dynamics of competitors’ minivans. </li></ul><ul><li>Newspaper Mix: </li></ul><ul><li>Entertainment & Lifestyle </li></ul><ul><li>Print and Online </li></ul>
  28. 28. MX-5 <ul><li>Target Demographic: </li></ul><ul><li>People who want a convertible with the all-weather connivence of a hard top. </li></ul><ul><li>Newspaper Mix: </li></ul><ul><li>Sports and entertainment </li></ul><ul><li>Print and Online </li></ul>
  29. 29. Mazda6 <ul><li>Target Demographic: </li></ul><ul><li>People who want an affordable, sporty , and economic midsize sedan. Male and female. </li></ul><ul><li>Newspaper Mix: </li></ul><ul><li>News </li></ul><ul><li>Print and Online </li></ul>
  30. 30. RX-8 <ul><li>Target Demographic: </li></ul><ul><li>People who want the fun and performance of a sports car, and have room to bring friends along for the ride. </li></ul><ul><li>Newspaper Mix: </li></ul><ul><li>Sports </li></ul><ul><li>Print and Online </li></ul>
  31. 31. CX-9 <ul><li>Target Demographic: </li></ul><ul><li>Young parents with a large family that need to carry many people and their belongings. </li></ul><ul><li>Newspaper Mix: </li></ul><ul><li>Entertainment & Lifestyle </li></ul><ul><li>Print and Online </li></ul>

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