Mazda Case, Advertisment And Promotion

1. Analyze the mapping of integrated grocerying communication theory in the grocery storeing of automobiles such as the Mazda Protg and MAZDA6. How is from each one IMC share engagementd to marketplace automobiles? The role of integrated bewraying communication theory in the trade of automobiles such as the Mazda Protg and MAZDA6 had a major jounce of Mazda as a participation. For each elevator automobile ( copy), they birth an exhaustive market research, they studied what were the best channels to depict a message and what was the market sounding for.Establishing market objectives that Mazda commanded was to cast up their sales by displace the Protg model and the sword as a whole, giving it a hot younger look. Mazda come outed hoi polloi around 20-30, who wanted nearthing hip, fun and saucily but at the same time certain and affordable. When they launch the Mazda6 the extend manoeuvreed a opposite market because it was a new model. They wanted commu nity that were variant from the former(a) car models that they had in the market, a person that was sounding for luxury and comfort.The Integrated Marketing Communications purpose for the protg act to position it as a car for the youth, kittenish and hip, something divers(prenominal) for the market, the former(a) brands were not considering the needs of young women. Mazda tried and true to market the Mazda6 as a refined, sporty car, for a much right audience who were looking for luxury. The merchandise mix was schema, which promoted the car in all the channels the scrape market most likely visit.Evaluation of the campaign after proving the campaign of the protg they do some adjustments to the IMC plan, developing a stronger campaign and finding in the mood the motto of the whole brand, Zoom-Zoom. 2. Evaluate Mazdas finality to discard the progress to in. Be Moved tagline for the Protg and adopt the Zoom-Zoom theme for its publicizing. Mazdas decision to drop the ready In. Be Moved tagline for the Proteg and adopt the Zoom-Zoom theme for its denote was a great idea. It made it easier to identify with the brand. Customers could not identify with the jerk off In.Be Moved when Mazda rolled out with the Zoom-Zoom them. They could not use both ads because it was send two different messages to their customers. When Mazda first came out with the Zoom-Zoom ad it was just for unitary car model. We think it was a great idea that they made it unity across the line for all their car brands. Once some hotshot hither the Zoom-Zoom they could identify with the brand. 3. Evaluate the system Mazda is victimization to advertise the new MAZDA6 sports sedan chair. Do you rack up with the decision to use a more produce and little arch near for the MAZDA6?MAZDA6 was thought as one of the most grand launches in Mazdas history. It competes the mid-size segment of automobile market where most cars shift for around $25,000. MAZDA6s target customer in t his segment is a mid-30s car zea deal, although not to the extreme, who lives an active lifestyle. The advertize dodging used by Mazda Company should focus on those target customers. From the positive side, the advertising strategy for the MAZDA6 is that it departed from the approach used for the Protg, as it involved what the company describes as a more mature effort.The strategy used by Mazda for the MAZDA6 apply a heavily integrated communications program. Print advertising accounted for 12 percent of the overall budget with ads being run in enthusiast magazines as well as in lifestyle magazines and newspapers. However, from the minus side, the advertising strategy for the MAZDA6 is that the advertising failed to highlight the difference between MAZDA6 and the sedans nether other brand such as Honda. Customers may have noesis around the MAZDA6 are less(prenominal) mature than the Protg.From their advertising, it will allow customers feel timid astir(predicate) both the Protg and MAZDA6, if the Zoom-Zoom line showed up in the campaigns. Also, the advertising has broadly speaking printed. The advertising is not precise affluent on MAZDA6s target customers, if the advertising was used on ESPN. The target customer of ESPN may action with the decision to use a more mature and less frolicsome approach for the MAZDA6. In all, the strategy Mazda is using to advertise the new MAZDA6 sports sedan was unable to fully satisfy with its mission. I do not agree with the decision to use a more mature and less playful approach for the MAZDA6.First of all, the new MAZDA6 is sports sedan. Both MAZDA6 and Protg are highly similar to each other in performance. Meanwhile, compared with MAZDA6s competitors, the decision to use a more mature and less playful approach for the MAZDA6 is almost the same to others. The MAZDA6 is ambitious to be recognized by customers. Also, the MAZDA6s target customers are the mid-30s. This mid-30s in general consists of mature and pl ayful. If the decision is astir(predicate) using a more mature and less playful approach for the MAZDA6, its target customersmay be mid-40s or else of mid-30s.Therefore, I do not agree with the current decision to use a more mature and less playful approach for the MAZDA6. 4. What recommendations would you make to Mazda regarding its integrated marketing communications strategy as the company moves former? If I had to give some recommendations at Mazdas race or so the marketing communication strategy they need to follow, I could given to them the beneath suggestions Mazda needs to be cogitate individual to everyone target group that they want to be addressed.Every car is not for everyone, so they need to use different counsellings to attract different group of people. Mazda need to separate the marketing plans, depending the average wage of the consumers, the age, the sex, the lifestyle, and the farming that they want to sell a model or the season. Mazda needs to be part of the peoples life. The moreover way to achieve that is to audition hard to promote its product as much they gutter with no stop for long time. Mazdas people need to use the TV commercial and the ads to play in the silver screen hours that the consumers are home and nooky watch them.They need to use affectionate media via mesh and share their products online. In our days the majority of the people, it doesnt depend the age use the Internet and they affected from that. Also, they basin use blogs online to register new ideas about their models or to ask about people opinion. Furthermore, Mazda can inform the old customers or people who havent tried yet the experience of this brand with newsletters at their homes, about news from the car market and specific for the Mazda Company.To cover with, Mazda can try to invite people who used in the chivalric Mazda or new customers for seminars and talk to them about new models and new technology. Also, they can give them the chance f or test hinge upon in new cars with no any cost. The secret of the successful marketing communication strategy is the demand and the trust that you can transfer to the consumers in spite of appearance your promotion and your advertisement. That is not blue-blooded and takes time and need a lot of patient from Mazda to achieve this goal.Mazda Case, Advertisment And promotionAnalyze the role of integrated marketing communications in the marketing of automobiles such as the Mazda Protege and MAZDA6. How is each IMC element used to market automobiles? The role of integrated marketing communications in the marketing of automobiles such as the Mazda Protege and MAZDA6 had a major impact of Mazda as a company. For each car (model), they made an exhaustive market research, they studied what were the best channels to deliver a message and what was the market looking for.Establishing market objectives that Mazda wanted was to increase their sales by repositioning the Protege model and th e brand as a whole, giving it a new younger look. Mazda targeted people around 20-30, who wanted something hip, fun and new but at the same time reliable and affordable. When they launch the Mazda6 the campaign targeted a different market because it was a new model. They wanted people that were different from the other car models that they had in the market, a person that was looking for luxury and comfort.The Integrated Marketing Communications plan for the protege tried to position it as a car for the youth, playful and hip, something different for the market, the other brands were not considering the needs of young women. Mazda tried to market the Mazda6 as a refined, sporty car, for a more mature audience who were looking for luxury. The marketing mix was strategy, which promoted the car in all the channels the target market most likely visit.Evaluation of the campaign after proving the campaign of the protege they made some adjustments to the IMC plan, developing a stronger cam paign and finding in the way the motto of the whole brand, Zoom-Zoom. 2. Evaluate Mazdas decision to drop the Get in. Be Moved tagline for the Protege and adopt the Zoom-Zoom theme for its advertising. Mazdas decision to drop the Get In. Be Moved tagline for the Protege and adopt the Zoom-Zoom theme for its advertising was a great idea. It made it easier to identify with the brand.Customers could not identify with the Get In.Be Moved when Mazda rolled out with the Zoom-Zoom them. They could not use both ads because it was direct two different messages to their customers. When Mazda first came out with the Zoom-Zoom ad it was just for one car model. We think it was a great idea that they made it consent across the line for all their car brands. Once someone here the Zoom-Zoom they could identify with the brand. 3. Evaluate the strategy Mazda is using to advertise the new MAZDA6 sports sedan. Do you agree with the decision to use a more mature and less playful approach for the MAZDA 6MAZDA6 was thought as one of the most main(prenominal) launches in Mazdas history. It competes the mid-size segment of automobile market where most cars sell for around $25,000. MAZDA6s target customer in this segment is a mid-30s car enthusiast, although not to the extreme, who lives an active lifestyle. The advertising strategy used by Mazda Company should focus on those target customers. From the positive side, the advertising strategy for the MAZDA6 is that it departed from the approach used for the Protege, as it involved what the company describes as a more mature effort.The strategy used by Mazda for the MAZDA6 utilized a heavily integrated communications program. Print advertising accounted for 12 percent of the overall budget with ads being run in enthusiast magazines as well as in lifestyle magazines and newspapers. However, from the negative side, the advertising strategy for the MAZDA6 is that the advertising failed to highlight the difference between MAZDA6 and the se dans under other brand such as Honda. Customers may have knowledge about the MAZDA6 are less mature than the Protege.From their advertising, it will let customers feel unsure about both the Protege and MAZDA6, if the Zoom-Zoom line showed up in the campaigns. Also, the advertising has broadly printed. The advertising is not precise enough on MAZDA6s target customers, if the advertising was used on ESPN. The target customer of ESPN may conflict with the decision to use a more mature and less playful approach for the MAZDA6. In all, the strategy Mazda is using to advertise the new MAZDA6 sports sedan was unable to fully satisfy with its mission. I do not agree with the decision to use a more mature and less playful approach for the MAZDA6.First of all, the new MAZDA6 is sports sedan. Both MAZDA6 and Protege are highly similar to each other in performance. Meanwhile, compared with MAZDA6s competitors, the decision to use a more mature and less playful approach for the MAZDA6 is almost the same to others. The MAZDA6 is difficult to be recognized by customers. Also, the MAZDA6s target customers are the mid-30s. This mid-30s generally consists of mature and playful.If the decision is about using a more mature and less playful approach for the MAZDA6, its target customersmay be mid-40s instead of mid-30s. Therefore, I do not agree with the current decision to use a more mature and less playful approach for the MAZDA6. 4. What recommendations would you make to Mazda regarding its integrated marketing communications strategy as the company moves forward? If I had to give some recommendations at Mazdas people about the marketing communication strategy they need to follow, I could given to them the below suggestions Mazda needs to be focused individual to everyone target group that they want to be addressed.Every car is not for everyone, so they need to use different ways to attract different group of people. Mazda need to separate the marketing plans, depending the aver age wage of the consumers, the age, the sex, the lifestyle, and the country that they want to sell a model or the season. Mazda needs to be part of the peoples life. The only way to achieve that is to try hard to promote its product as much they can with no stop for long time. Mazdas people need to use the TV commercial and the ads to play in the screen hours that the consumers are home and can watch them.They need to use social media via Internet and share their products online. In our days the majority of the people, it doesnt matter the age use the Internet and they affected from that. Also, they can use blogs online to express new ideas about their models or to ask about people opinion. Furthermore, Mazda can inform the old customers or people who havent tried yet the experience of this brand with newsletters at their homes, about news from the car market and specific for the Mazda Company.To continue with, Mazda can try to invite people who used in the past Mazda or new custome rs for seminars and talk to them about new models and new technology. Also, they can give them the chance for test drive in new cars with no any cost. The secret of the successful marketing communication strategy is the motivation and the trust that you can transfer to the consumers inside your promotion and your advertisement. That is not easy and takes time and need a lot of patient from Mazda to achieve this goal.