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Mazda Case
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Mazda’s Goals * Reestablish a marketing sector to compete with Honda, Toyota & Nissan * Grow sales * Establish a life long slogan

Outline * From 1994 to 1997 Mazda’s U.S. sales declined by 33 percent and reached their lowest level in 15 years as the various models were positioned primarily on the basis of value for the money * 1997 Mazda parted ways with its advertising agency of 27 years * Awarded its new agency, W.B. Doner & Co., now known as Doner * In charge of building an image that would capture Mazda’s overall personality and to develop a brand DNA * Doner developed a simple but powerful slogan for Mazda, “Get In. Be Moved.” * Developed several television commercials combining computer-generated backgrounds with live action and featuring a group of hip “20-somethings” * The ads targeted young professional women in their early 20s to mid 30s and promoted euro-chic styling, room for friends, value, reliability, and cool features of the car * By the summer of 2001 Mazda had decided to phase out the “Get In. Be Moved” tagline and replace it with the “Zoom-Zoom”

Car Model Promotion * The IMC program developed by Doner was highly successful in repositioning the Protegé and attracting younger buyers. Protegé sales increased 33 percent in the fourth quarter of 1998 and nearly 12 percent in 1999. * The promotional strategy for the MAZDA6 utilized a heavily integrated communications program * Print advertising accounted for 12% of the overall budget with ads being run in “enthusiast” magazines as well as in lifestyle magazines and newspapers. * The IMC program for the MAZDA6 also includes an extensive publicity/public relations campaign, direct mail, and the use of interactive media such as online advertising, CD-ROM

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