Mazda Case Essay
1. Analyze the role of integrated marketing communications in the marketing of automobiles such as the Mazda Protegé and MAZDA6. How is each IMC element used to market automobiles? IMC played a very important role in the marketing of automobiles. Using the new IMC program, Mazda had a new segmentation and selected a new target market. The advertising of Protegé and MAZDA6 made a big difference, the Protegé advertisement focused on the target audiences’ inner mind and presented the life-related scene to strike a sympathetic chord. But MAZDA6 advertisement focused more on the performance of the car and made a “mature” image, spent more budgets in advertisement on the magazines, even cooperated with ESPN to appeal to sport fans (the target audience). The Mazda used some direct marketing like sending mails and CD-ROM to the client. Also set the website for the model to attract more people, especially the Protegé. Mazda gave a major push to the Protégé on the Internet including several fun activities and games, this Internet marketing made a huge success. The slogan and advertisements gave the audience a impression of the sporty, fun-to-drive Mazda. The IMC program of Mazda gave the company a second birth.
2. Evaluate Mazda’s decision to drop the “Get In. Be moved” tagline for the Protégé and adopt the “Zoom-Zoom” theme for is advertising. “Get In. Be Moved” was a powerful slogan for Mazda developed by Doner, it created a brand promise to consumers that when you get in a Mazda car, the car can get you moved. It was a success since it can stand for all the models of Mazda. But the question is this tagline could not demonstrate the spirit and the distinguishing feature of Mazda. Instead, the “Zoom-Zoom” phrase created an environment of senses for the audience. The “Zoom-Zoom” sound stand for the sound of the engine and wake the inner child of the target audience. This new phrase not only perfectly describe the sporty theme of Mazda, but also more appeal…