Mazda: Positioning a Product Line
MAZDA: POSITIONING A PRODUCT LINE
I TEGRATED MARKETI G COMMU ICATIO (MKTG 6140)
Case Summary
• Lack focus in marketing and advertising plan. • Weak positioning, focus on value for money only. • Introduced new marketing strategy. • New slogan – “Get In. Be Moved” for Protégé (1999). • New approach used to cater new target market. • Introduced new slogan – “Zoom-Zoom” (make fun to drive for adults). • New model - MAZDASPEED Protegé, Protegé5 and MAZDA6.
2
I TEGRATED MARKETI G COMMU ICATIO (MKTG 6140)
History
1984 1927 1920
Mazda Milestone
• Mazda derived from Ahura Mazda - a god of earliest civilizations in West Asia. • Mazda interprets - god of wisdom, intelligence and harmony, the symbol of origin for both Eastern and Western civilizations, and also as a symbol of automobile culture. • Mazda was also said to be derived from the name of the company founder, Jujiro Matsuda.
I TEGRATED MARKETI G COMMU ICATIO (MKTG 6140)
Production
• Produced first 3-wheel truck (Mazda-Go)
1931
1932
• Start export to China
1945
• World War Two • Mazda loaned part of it headquarters to Hiroshima prefecture and all functions of the prefecture office were transferred there until July 1946
1949 • Started to export the 3-wheeled truck to India
I TEGRATED MARKETI G COMMU ICATIO (MKTG 6140)
Production
• 1960 – first 2-door passenger car (R360 Coupe) • 1962 - 4-passenger car (Carol 600) • Production sites - United States, China, Taiwan, Thailand, Phillipines, Zimbabwe, South Africa, Ecuador and Colombia • Employees - 21,747 people
I TEGRATED MARKETI G COMMU ICATIO (MKTG 6140)
Marketing
1980s
• “The more you look, the more you like”
• “Experience Mazda” • “An intense commitment to your total satisfaction, that’s the Mazda Way”
• “It Just Feels Right” • “Passion for the Road” • “Get In. Be Moved”
2000
• “Zoom-Zoom”
1970
1990s
I TEGRATED MARKETI G COMMU ICATIO (MKTG 6140)
Print Ads
“Get In. Be Moved.”
I TEGRATED MARKETI G COMMU ICATIO (MKTG 6140)
Case Summary
• Lack focus in marketing and advertising plan. • Weak positioning, focus on value for money only. • Introduced new marketing strategy. • New slogan – “Get In. Be Moved” for Protégé (1999). • New approach used to cater new target market. • Introduced new slogan – “Zoom-Zoom” (make fun to drive for adults). • New model - MAZDASPEED Protegé, Protegé5 and MAZDA6.
2
I TEGRATED MARKETI G COMMU ICATIO (MKTG 6140)
History
1984 1927 1920
Mazda Milestone
• Mazda derived from Ahura Mazda - a god of earliest civilizations in West Asia. • Mazda interprets - god of wisdom, intelligence and harmony, the symbol of origin for both Eastern and Western civilizations, and also as a symbol of automobile culture. • Mazda was also said to be derived from the name of the company founder, Jujiro Matsuda.
I TEGRATED MARKETI G COMMU ICATIO (MKTG 6140)
Production
• Produced first 3-wheel truck (Mazda-Go)
1931
1932
• Start export to China
1945
• World War Two • Mazda loaned part of it headquarters to Hiroshima prefecture and all functions of the prefecture office were transferred there until July 1946
1949 • Started to export the 3-wheeled truck to India
I TEGRATED MARKETI G COMMU ICATIO (MKTG 6140)
Production
• 1960 – first 2-door passenger car (R360 Coupe) • 1962 - 4-passenger car (Carol 600) • Production sites - United States, China, Taiwan, Thailand, Phillipines, Zimbabwe, South Africa, Ecuador and Colombia • Employees - 21,747 people
I TEGRATED MARKETI G COMMU ICATIO (MKTG 6140)
Marketing
1980s
• “The more you look, the more you like”
• “Experience Mazda” • “An intense commitment to your total satisfaction, that’s the Mazda Way”
• “It Just Feels Right” • “Passion for the Road” • “Get In. Be Moved”
2000
• “Zoom-Zoom”
1970
1990s
I TEGRATED MARKETI G COMMU ICATIO (MKTG 6140)
Print Ads
“Get In. Be Moved.”