The mazda case slides
- 1. A behind the scenes LookAt One of the most successful automotive advertising campaigns everA Mazda Canada Case Study
- 2. Post War MazdaR360 CoupeCarol 360Tata ‘Nano’ engine is 625 cc2009 smart engine is 999 cc2005 smart engine is 799 cc - diesel
- 3. The Rotary AdvantageRotary engine is
- 4. Simpler
- 5. Smaller
- 6. Lighter
- 7. 6-cylinder engine shown for comparisonTechnology and Performance
- 8. Performance and Passion1990 Miata$13,800
- 9. 1.6L engine, 116 hp
- 11. Automobile of the Year
- 12. Inspired “Miata Mania”The Mazda BrandSpiritedConsumer InsightsStylishInsightful
- 13. Mazda TargetUniverse Of Vehicle BuyersCar as Self-expressionFun to DriveStatus Seeker
- 14. Mazda TargetLeading EdgeSocially ProgressiveHealthy LifestyleYouthful funFamily-orientedGo-for-it
- 15. Strategic InsightFun to drive
- 16. Innovation
- 17. Styling
- 18. Value
- 19. Fun & Liberation
- 20. Young at heart
- 21. Expression
- 22. ValueThe Market - Honda
- 23. The Market - Toyota
- 24. The Market - Nissan
- 28. Albi Mazda32 Km
- 29. The Albi Effect
- 30. The ImpactZOOM-zoom continues to define the brandThe design standard for every Mazda vehicle.The standard for every process that intersects the customer.
- 31. Canadian Market SuccessThis brand was built through the strategic use of television.Supporting roles: cinema, on-line and print.Understanding a client’s core can help define the future.Inspiration can come from the most unlikely places.The core of the brand remains constant; the trick is to uncover it.
- 32. Canadian Market SuccessControl the MessagingGuard against losing control of the core brand promise.‘ZoomIn For Great Deals!!’‘Our Cars are Zooming Out The Door’PatiencePatience to let the brand idea take root in the market for full effect.
- 33. Canadian Market SuccessYour agency is a trusted partner bringing a fresh perspective to your brand.Brilliantcreativesupported with a well executed strategycan become a powerful force to drive sales, marketshareand profit.Great advertising must be globallyconsistentand culturally relevant.
Editor's Notes
- #3: Here is an example of an early, post war Mazda vehicle. You also cannot talk about Mazda without understanding the implications that this kind of adversity set in motion in the company. You will still find Japanese Mazda employees obsessed with building an advanced vehicle. I met the father of the TTL (Twin Trapazoidal Link) suspension when I was there. A variation of that suspension design made its way into the first generation Mazda6.
- #4: The advantages of the engine were significant. Lighter weight, fewer moving parts and more horsepower for the same or less displacement. Here you see the number of moving parts required for a normal 6 cylinder engine compared to the parts required for a rotary engine of the same horsepower.