2003 marketing communications campaign mazda protégé5 racquel smith olivier wasilewski chung chun...
Post on 13-Jan-2016
217 Views
Preview:
TRANSCRIPT
2003
Marketing Communications Campaign
Mazda Protégé5
Racquel Smith Olivier WasilewskiChung Chun KaoNeha Sharma
Immersing into the BrandImmersing 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 PersonalityBrand Personality
Fun
AdventurousVersatile
StylishSpirited
The CompetitionThe Competition
Ford FocusVW JettaPontiac VibeToyota Matrix
The ChallengeThe Challenge
Mazda is not in the “Evoked Set” of car brands
AWARENESS
The ObjectiveThe 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 The Campaign Media ElementsElements
Print ads : MagazinesDirect Mail Email
The Target MarketThe Target Market
Psychographic Profile
Demographic Profile
CHOICESCHOICESCHOICESCHOICES
Internal Internal InputsInputs
GoalsGoals
MotivationMotivation
ValuesValues
External OutcomesExternal Outcomes
LifestyleLifestyle
WorkWork
PurchasePurchase
Who You Are What You Do
4C’s: Seven Values Segments4C’s: Seven Values Segments
Resigned
Survival
Struggling
Escape
Mainstreamers
Security
Aspirers
Status
Succeeders
Control
Explorers
Individuality
Reformers
Self-Expression
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
The ACHIEVERSThe ACHIEVERS
ACHIEVERSACHIEVERS
Generation XMen, 26-34
Generation YMen, 18-25
Generation YGeneration Y Generation XGeneration X
Team oriented (We)Team oriented (We) Independent / autonomous (Me)Independent / autonomous (Me)
Tech savvyTech savvy Tech savvyTech savvy
OptimisticOptimistic Survival-mindedSurvival-minded
Expect to be treated wellExpect to be treated well Crave respectCrave respect
Want feedbackWant feedback Want feedbackWant feedback
Can do attitudeCan do attitude SkepticalSkeptical
Want a life, personal timeWant a life, personal time Want a life, personal timeWant a life, personal time
Are Used to being busy all the timeAre Used to being busy all the time Willing to work hard for a given timeWilling to work hard for a given time
Short attention spanShort attention span Short attention spanShort attention span
Fun requiredFun required Serious, purposeful funSerious, purposeful fun
Very emotional basedVery emotional based More rational basedMore rational based
Generation YGeneration Y
18-2518-25
Element of Fun & Enjoyment of Life
“Another reason to enjoy life…”
Generation XGeneration X
26-3426-34
The integration of the sporty attitude and modern styling with the practical aspects
“All in one, and a little more…”
Direct MailDirect Mail
E-mailE-mail
The Media PlanThe Media Plan
Quarter 1 Quarter 2 Quarter 3 Quarter 403 Media Plan Jan Feb Mar April May Jun July Aug Sep Oct Nov DecPrint Ads
Men's Health
Sports Illustrated
PC Magazine
PlayboyNational Geograp
Direct MailE-Mail Promotion 2 months
4/15-6/15
The Media PlanThe Media Plan
Budget SummaryBudget Summary
DM
Promotion
Card Tent
Print 35%
DM26.13%
Email 21.2%
Gifts17.58%
Tent Cards0.09%
ROIROI
Test- Sale 204712Expect Sale 10% 20471Net $2000/car $40,942,400Invest $4,000,000ROI 1023.56%
Life Time Value of CustomerLife Time Value of Customer
Calculation:
34-18 = 1616/4( 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 $17,000Therefore $17,000 * 1.4 = $23,800
The lifetime value of the customer will be calculated based on the target market of 18-34
Thank You !!! Thank You !!!
Questions Questions &&
CommentsComments
top related