SlideShare a Scribd company logo
2003  Marketing Communications Campaign  Mazda Protégé5 Racquel Smith Olivier Wasilewski Chung Chun Kao Neha Sharma
Immersing into the Brand ,[object Object],[object Object],[object Object],[object Object]
Brand Personality Fun Adventurous Versatile Stylish Spirited
The Competition ,[object Object],[object Object],[object Object],[object Object]
The Challenge Mazda is not in the “Evoked Set” of car brands AWARENESS
The Objective ,[object Object],[object Object],[object Object],[object Object],[object Object]
The Campaign Media Elements ,[object Object],[object Object],[object Object]
The Target Market Psychographic Profile Demographic Profile
CHOICES Internal Inputs Goals Motivation Values External Outcomes Lifestyle Work Purchase Who You Are  What You Do
4C’s:  Seven Values Segments Resigned Survival Struggling Escape Mainstreamers Security Aspirers Status Succeeders Control Explorers Individuality Reformers Self- Expression ACHIEVERS
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],The ACHIEVERS
ACHIEVERS Generation X Men, 26-34 Generation Y Men, 18-25
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
Generation Y 18-25 Element of Fun & Enjoyment of Life “ Another reason to enjoy life…”
 
 
Generation X 26-34 The integration of the sporty attitude and modern styling with the practical aspects “ All in one, and a little more…”
 
 
Direct Mail
 
 
E-mail
The Media Plan
The Media Plan
Budget Summary Print  35% DM 26.13% Email  21.2% Gifts 17.58% Tent Cards 0.09%
ROI
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
Thank You !!!  Questions  & Comments

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Mazda Brand Immersion

  • 1. 2003 Marketing Communications Campaign Mazda Protégé5 Racquel Smith Olivier Wasilewski Chung Chun Kao Neha Sharma
  • 2.
  • 3. Brand Personality Fun Adventurous Versatile Stylish Spirited
  • 4.
  • 5. The Challenge Mazda is not in the “Evoked Set” of car brands AWARENESS
  • 6.
  • 7.
  • 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.
  • 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.  
  • 21.  
  • 22.  
  • 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

Editor's Notes

  1. 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”