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2003 Marketing Communications Campaign Mazda Protégé5 PowerPoint Presentation
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2003 Marketing Communications Campaign Mazda Protégé5 - PowerPoint PPT Presentation


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2003 Marketing Communications Campaign Mazda Protégé5. Racquel Smith. Olivier Wasilewski. Neha Sharma. Chung Chun Kao. Immersing into the Brand. Understanding Mazda The brand unifies sporty attitude and modern style with everyday practicality Understanding Mazda Protégé5

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Presentation Transcript
slide1

2003

Marketing Communications Campaign

Mazda Protégé5

Racquel Smith

Olivier Wasilewski

Neha Sharma

Chung Chun Kao

slide2

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
brand personality
Brand Personality

Fun

Stylish

Spirited

Adventurous

Versatile

the competition
The Competition
  • Ford Focus
  • VW Jetta
  • Pontiac Vibe
  • Toyota Matrix
the challenge
The Challenge

Mazda is not in the “Evoked Set” of car brands

AWARENESS

the objective
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
the campaign media elements
The Campaign Media Elements
  • Print ads : Magazines
  • Direct Mail
  • Email
the target market
The Target Market

Psychographic Profile

Demographic Profile

slide9

Who You Are What You Do

External Outcomes

Lifestyle

Work

Purchase

Internal Inputs

Goals

Motivation

Values

CHOICES

slide10

4C’s: Seven Values Segments

Reformers

Self-Expression

Succeeders

Control

Mainstreamers

Security

Resigned

Survival

Explorers

Individuality

Struggling

Escape

Aspirers

Status

ACHIEVERS

slide11

The ACHIEVERS

  • Image conscious
  • Want style
  • Seek fun
  • Love Action
  • Socialize- move along or seen in the crowd
  • They are enthusiastic about their work
  • Ambitious, laddering to their success
  • Dream to be there someday
  • Want to achieve more
slide12

ACHIEVERS

Generation X

Men, 26-34

Generation Y

Men, 18-25

slide13

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

slide14

Generation Y

18-25

Element of Fun & Enjoyment of Life

“Another reason to enjoy life…”

slide17

Generation X

26-34

The integration of the sporty attitude and modern styling with the practical aspects

“All in one, and a little more…”

budget summary
Budget Summary

Tent Cards

0.09%

Gifts

17.58%

Print

35%

DM

26.13%

Email

21.2%

life time value of customer
Life Time Value of Customer

The lifetime value of the customer will be calculated based on the target market of 18-34

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

thank you
Thank You !!!

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