Mazda Case Essay

1. Analyze the role of integrated market placeing communications in the merchandise of automobiles such as the Mazda Proteg and MAZDA6. How is each IMC element employ to market automobiles? IMC played a very important role in the marketing of automobiles. Using the juvenile IMC program, Mazda had a new segmentation and selected a new target market. The advertising of Proteg and MAZDA6 made a big difference, the Proteg advertisement rivet on the target audiences inner mind and presented the life-related scene to strike a sympathetic chord. But MAZDA6 advertisement focused more on the process 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. as well set the website for the model to attract more people, especially the Proteg. Mazda gave a major push to the Protg on the internet includin g several fun activities and games, this Internet marketing made a huge success. The shibboleth 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 Mazdas decision to drop the Get In. Be moved tagline for the Protg and conduct 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 posterior 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 notion 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 to a fault more appeal