Pulkit Bakshi IMC Discussion On Mazda 
Pulkit Bakshi 20131717 Prepared for : Dr.R. Hunerberg
Discussion Questions
1. Analyze the role of integrated marketing communications in the marketing of automobiles such as the Mazda Protegé and MAZDA6. How is each IMC tool used to market automobiles?
Integrated Marketing Communications has been playing a vital role in the automobile industry today. This integration has helped buyers and potential buyers take decisions considering Price, Reliability Performance and at the same time also made it possible for automobile companies to market their products accordingly. In this case as well many of IMC tools have been used to help market Mazda its products and also assisted them to create certain brand image that helped them reaching their target audience. This case study also notes Mazda’s turnaround strategy (1997) which called for change in the positioning of one of their models called the Mazda Protégé. Originally the car was classified as a step up from a compact sedan. Later it was advertised as a car for the young professionals who were in their early 20s to mid 30s making it a cool, hip drive car. However it maintained and retained its compact characteristics of low priced and being fuel efficient. As a part of new strategy Mazda tried focusing on specific features such as air-conditioning, CD players making the Protégé a better value for money vehicle. So when W.B Doner & Co, now known as Doner took charge of Mazda’s marketing, they positioned it as a car also for people who wanted to have a smaller second car. With the help of new IMC program developed by Doner, which included advertisements on television magazines, improved the existing image of the Protégé. It was then perceived as a car which was younger, hipper and intelligent. It also helped in improving people’s overall perception of key
Discussion Questions
1. Analyze the role of integrated marketing communications in the marketing of automobiles such as the Mazda Protegé and MAZDA6. How is each IMC tool used to market automobiles?
Integrated Marketing Communications has been playing a vital role in the automobile industry today. This integration has helped buyers and potential buyers take decisions considering Price, Reliability Performance and at the same time also made it possible for automobile companies to market their products accordingly. In this case as well many of IMC tools have been used to help market Mazda its products and also assisted them to create certain brand image that helped them reaching their target audience. This case study also notes Mazda’s turnaround strategy (1997) which called for change in the positioning of one of their models called the Mazda Protégé. Originally the car was classified as a step up from a compact sedan. Later it was advertised as a car for the young professionals who were in their early 20s to mid 30s making it a cool, hip drive car. However it maintained and retained its compact characteristics of low priced and being fuel efficient. As a part of new strategy Mazda tried focusing on specific features such as air-conditioning, CD players making the Protégé a better value for money vehicle. So when W.B Doner & Co, now known as Doner took charge of Mazda’s marketing, they positioned it as a car also for people who wanted to have a smaller second car. With the help of new IMC program developed by Doner, which included advertisements on television magazines, improved the existing image of the Protégé. It was then perceived as a car which was younger, hipper and intelligent. It also helped in improving people’s overall perception of key
References: Hunerberg, R (2014). Integrated Marketing Communications Workbook. Auckland, New Zealand: Auckland Institute of Studies. Beene, R. (2013, November 18). Redesigned Mazda3 will get big advertising push. Retrieved from http://www.autonews.com/article/20131118/RETAIL03/311189932/redesigned-mazda3-will-get-big-advertising-push Kotler, P., & Keller, K. L. (2012). Marketing management. Upper Saddle River, NJ: Prentice Hall. Think with Google. (2014, July). How Mazda Generated Sales Leads With an Always-On Digital Strategy for Launches – Think with Google. Retrieved from https://www.thinkwithgoogle.com/case-studies/mazda-canada-launches-always-on-campaign.html Miller, D.A. and Rose, P.B. (1994) Integrated communications: a look at reality instead of theory. Public Relations Quarterly, 39 (1), 13–16. Images- Retrieved from Google.