Mazda Brand Immersion
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Mazda Brand Immersion
- 1. 2003 Marketing Communications Campaign Mazda Protégé5 Racquel Smith Olivier Wasilewski Chung Chun Kao Neha Sharma
- 3. Brand Personality Fun Adventurous Versatile Stylish Spirited
- 5. The Challenge Mazda is not in the “Evoked Set” of car brands AWARENESS
- 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
- 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
Editor's Notes
- 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”