Mazda Case Study

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FORMAT: Written / Report or Questions Format [ 1500 words] Plus Powerpoint Presentation [ Minimum 15 Slides, 15 – 20 minutes.]

MARKS/WEIGHTING: 25% of final grade.


In this assessment students are required to choose an integrated marketing communications campaign case study to analyse.
Students should: • Outline the organisation and its product or service • Identify the IMC tools used in the campaign • Explain the process of developing the campaign • Evaluate the success of the campaign and any issues that arose.

Underpinning marketing theories from previous units (eg, consumer behaviour, market research, the marketing mix etc) should be incorporated into the
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They were also asked to develop an advertising theme that could be used for the Mazda brand rather than trying to establish a separate image for each model. Doner developed a simple but powerful slogan for Mazda, “Get In. Be Moved.” The slogan was seen as more than just an advertising tagline, it was a brand promise. Mazda’s group manager of brand strategy and communication noted that “It’s an invitation to the consumer; a motivation and a promise that you come to Mazda, you get in, and we promise that you’ll be moved by what our cars have to offer.”
Repositioning of the Protegé
One of the first challenges Doner undertook was to develop a campaign to completely reposition Mazda’s subcompact Protegé model for the 1999 model year. The Protegé had been positioned as a car that was a step up from a compact sedan but retained compact attributes such as fuel efficiency and price. The dual market for the Protegé included entry level young buyers and older, empty nesters who wanted a smaller second car. However, the new advertising strategy for the Protegé called for positioning it as a cool, fun and hip to drive vehicle for young, individualistic females. 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
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