The document outlines Mazda's 2003 marketing communications campaign for the Protege5 vehicle. The campaign's objective was to increase awareness, interest, and sales of the Protege5. The target market was generation X and generation Y males aged 18-34. The media plan focused on print ads, direct mail, email, and gifts with a budget allocation across each channel. The campaign aimed to position the Protege5 as fun to drive with sporty styling and practicality to appeal to the lifestyle and values of the target generations.

1. 2003 Marketing Communications Campaign Mazda Protégé5 UTTAM S. NEGI

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…”

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…”

20. Direct Mail

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