US NEGI 1 2003 Marketing Communications Campaign Mazda Protégé5 UTTAM S. NEGI
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US NEGI 1
2003
Marketing Communications Campaign
Mazda Protégé5
UTTAM S. NEGI
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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
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Brand PersonalityBrand Personality
Fun
AdventurousVersatile
StylishSpirited
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The CompetitionThe Competition
Ford Focus VW Jetta Pontiac Vibe Toyota Matrix
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The ChallengeThe Challenge
Mazda is not in the “Evoked Set” of car brands
AWARENESS
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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
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The Campaign Media The Campaign Media ElementsElements
Print ads : Magazines Direct Mail Email
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The Target MarketThe Target Market
Psychographic Profile
Demographic Profile
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C H O IC E SC H O IC E S
In t e r n a l In t e r n a l In p u t sIn p u t s
G o a lsG o a ls
M o t iv a t io nM o t iv a t io n
Va lu e sVa lu e s
E x t e r n a l E x t e r n a l O u t c o m e sO u t c o m e s
Lif e s t y leLif e s t y le
W o r kW o r k
P u r c h a s eP u r c h a s e
Who You Are What You Do
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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
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•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
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ACHIEVERSACHIEVERS
Generation XMen, 26-34
Generation YMen, 18-25
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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
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Generation YGeneration Y
18-2518-25
Element of Fun & Enjoyment of Life
“Another reason to enjoy life…”
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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…”
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Direct MailDirect Mail
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E-mailE-mail
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The Media PlanThe Media Plan
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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
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Budget SummaryBudget Summary
DM
Promotion
Card Tent
Print 35%
DM26.13%
Email 21.2%
Gifts17.58%
Tent Cards0.09%
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ROIROI
Test- Sale 204712Expect Sale 10% 20471Net $2000/car $40,942,400Invest $4,000,000ROI 1023.56%
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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
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Thank You !!! Thank You !!!
Questions Questions &&
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