The document outlines a marketing campaign proposal for Mazda's MyMazda app. It includes an overview of Mazda's history and vision. An analysis finds the app could improve features like service reminders and authentication. Recommendations include adding remote start, live chat, and a driver score to gamify safety. Projections estimate increased user registration over five years. The proposal details an app upgrade roadmap, estimated costs, and advertising campaign featuring the new features.

1. MyMazda
Marketing Campaign
Sophia Chen | Alex David | Jaehoon Kang |
Jeremy Kesten | Abigail Naval | Daniel Stuven

2. Agenda
Company Overview
Projections
Implementation
Recommendations
Analysis of Current App
Introduction Current Analysis Recommendations Implementation Projections

3. • Founded as Toyo Cork
Kogyo by Jujiro Matsuda
‣ Began as a cork-making
business
• Rotary engine
development began and
debuted
‣ Also entered the American
market in 1970
• In development: electric
cars with rotary engines
‣ Introduction of cars that
can be connected to the
new MyMazda app
1920 1930 1960 1990 2016
• First automobile, the
Mazda-Go
‣ Company became known as
Mazda
Company History
• Mazda 787 B won the 24
Hours of Le Mans race in
1991
‣ The first Japanese-made
auto to do so
Introduction Current Analysis Recommendations Implementation Projections

4. Company Vision
Introduction Current Analysis Recommendations Implementation Projections
We envision cars
existing
sustainably with the
earth and society
We love cars and want
people to
enjoy fulfilling lives
through cars.
We want our consumers
to feel one with the car
We will continue to tackle
challenges with
creative ideas.
“With passion, pride, and speed,
we actively communicate with
our customers to deliver
insightful automotive products
and services that exceed their
expectations.”

5. • Service/maintenance options - App
says at what mileage you should be
getting service and maintenance, but
no reminder pops up when you reach
a certain mileage
• Owner's manuals & Guides - Vehicle
How-To, and other information
regarding your vehicle
• Dealer search - can look up what the
nearest dealer is to you, and can set a
dealer as your favorite
App Analysis
Introduction Current Analysis Recommendations Implementation Projections

6. Vehicle information - Estimated vehicle
mileage based on last user input of miles driven,
adding a certain mileage each day based on user
driving habits
Support options - basic support options
including Frequently Asked Questions, Quick
Links, and "Onboarding Experience
Contact information - Includes a phone
"link" for calling Mazda, there is also a choice to
Email Mazda, as well as an option to call,
Roadside Assistance
Additional App
Information
Introduction Current Analysis Recommendations Implementation Projections

7. Implement initiative for dealerships to market the application for
all new owners, having them install the app ,and register the car
before driving off
New features, improved features
• Sign in: fingerprint/FaceID authentication
• Driver score: instant gratification + stay safe w/ positive reinforcement
• Dashboard + UI changes
• Key functionality through the app and widget
• Optional feedback for dealerships and services (schedule services
through the app)
• Live chat functionality
Recommendations
Introduction Current Analysis Recommendations Implementation Projections

8. Additional Features
Introduction Current Analysis Recommendations Implementation Projections
Service Schedule
• Schedule maintenance
• Notify replacement parts
Additional
FeaturesBlog
• Share journey for users
• Create blog for users
Touch ID
• Finger print ID
• Easy to get into the app
Remote Startup
• Let car start remotely
• Lock/ Unlock your door
Live Chat
• Online customer service
• Help Desk 24/7
Window Control
• Remote window control
Live Chat

9. Dashboard
Inspired by the front grill of the new
models, it will be an access point on
the homepage of the application, and
will serve as an access point to the users.
Customizable features include;
• Key controls
• Driver score
• Car and gas station location (with prices)
• Odometer, and miles to empty
• Service reminders
• And more
Introduction Current Analysis Recommendations Implementation Projections

10. Driver Score
Daily/Weekly/Monthly Scores out of 100
• Based on safety aspects like hard
braking and speeding
Family Score Tracking
• Parents can keep track of children’s
driving habits
Positive Reinforcement of Safe Driving
Introduction Current Analysis Recommendations Implementation Projections

11. Key Functions
The feature of the app that will
attract most users is the remote
access via the app itself.
These features include;
• Opening and closing the trunk
• Locking and unlocking the
doors
• Moving the seat and Heads-Up-
Display to the preset position
based on the user whose phone
was used to unlock/start the car
Introduction Current Analysis Recommendations Implementation Projections

12. Widgets
• The Widgets section on the
iPhone and Android allows easy
to access Key Functions
• Access through the lock screen
of the Phone
• Unlock through Face/Touch ID
• Available to both Android and
Apple users
Introduction Current Analysis Recommendations Implementation Projections

13. Marketing Campaign
- Commercials
"Share
Your
Journey"
Showcase
journey-
blogging
function
Feature: Mazda owners drive
to different US landmarks and
blog about their trips with the
app
"Tap to
Start"
Showcase
convenience of
remote
features
Feature: Friends
remotely getting their
car ready in cold
weather
"Perfect
Score"
Showcase
Driver Score
improving
safety
Feature: Son drives his first
Mazda poorly, and improves
his driver score until his
mother can happily see him
off to college
Introduction Current Analysis Recommendations Implementation Projections

14. Road Map
Introduction Current Analysis Recommendations Implementation Projections
App testing-
driver score
features
Introduce dealership
and service feedback
option
Implement Key
functions within the app
and release "Tap To
Start" commercial
Create blog and add link
to app to share your
journey. Introduce,
"Share Your Journey"
commercial
Full release of driver
score functions and
release of "Perfect Score"
commercial
Introduce Live-Chat

15. Retention
To find the effects that the
functions of the app would have
on users, we polled our fellow
students, and asked them whether
they would regularly use an app
with the suggested features, and
used that along with our "road
map" to create these projections,
taking into account that the user
number will eventually fall after
the feature has been in the system
for long enough.
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
80.00%
90.00%
100.00%
2019 2020 2021 2022 2023
Current app New Features
Introduction Current Analysis Recommendation Implementation Projections

16. Introduction Current Analysis Recommendation Implementation Projections
Projections
2019 2020 2021 2022 2023
Total Registered Users 1,662,800 1,871,540 2,135,640 2,401,290 2,651,690
Logins For MyMazda
(beginning of year)
105,405 1,029,350 1,452,240 1,897,020 2,068,320
Registered to MyMazda 160,801 208,748 264,100 265,650 250,394
Total Car Sales 292,365 306,983 334,304 340,577 357,706
% Registered 55% 68% 79% 78% 70%

17. Projected Cost for additional features
• Based upon reported data from a
survey, average app development
cost
• Total expense: 120k
• Details: Development(60k) +
Testing (10K) + Design (30K) +
Maintenance (20% of total cost: 20k)
Financials:
Development
Maintenance, 20,000
Development, 60,000
Testing, 10,000
Design, 30,000
Total Estimate:
120k
Introduction Current Analysis Recommendation Implementation Projections

18. Projected cost for production of
commercial
• Sound: 9.8k
• Music: 38k - 120k
• Actors: 15k
• Editing: 49k
• Production Crew: 241k
• Director: 24k
• Other costs: 33k
Financials:
Advertisment Production
Introduction Current Analysis Recommendation Implementation Projections
2%
3%
12%
12%
57%
6%
8%
Advertising
Sound
Actors
Music
Editing
Production Crew
Director
Other

19. Questions?

20. 1. Mazda – Stock Price
2. Quarterly Balance Sheet
3. Projection: Table
4. Projection: Chart
5. Quarterly Income Statement
6. Target Audience for
Advertisements
7. Breakdown of Development
Costs
8. Breakdown of Advertising
Costs
9. Customer Analysis
10.Our Team
11. Our Team (ctd.)
Appendix – Table
of Contents

21. Appendix 1
Mazda Stock Prices,
2018

22. Appendix 2
Mazda – Quarterly
Balance Sheet

23. Appendix 3
2019 2020 2021 2022 2023
Total Registered Users 1,662,800 1,871,540 2,135,640 2,401,290 2,651,690
Logins For MyMazda
(beginning of year)
105,405 1,029,350 1,452,240 1,897,020 2,068,320
Registered to MyMazda 160,801 208,748 264,100 265,650 250,394
Total Car Sales 292,365 306,983 334,304 340,577 357,706
% Registered 55% 68% 79% 78% 70%

24. 0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
80.00%
90.00%
100.00%
2019 2020 2021 2022 2023
Current app New Features
Appendix 4

25. Appendix 5

26. Appendix 6

27. Appendix 7

28. Appendix 8

29. Appendix 9
Introduction Current Analysis Recommendations Implementation Projections
Live Chat
51 % of Customer say
• Are more likely to stay with a company
if they offer live chat support
38% of Customers say
• Are more likely to buy from a company
if they offer live chat support
29% of Customers say
• Have told friends or colleagues about
a positive live chat experience
Non-
Touch
ID
users
(11%)
Touch ID
users
(89%)

30. Alex David Jay Kang
Appendix 10
Sophia Chen

31. Jeremy Kesten Daniel StuvenAbigail Naval
Appendix 11