2. The Business
Mazda, best known for it’s “Zoom-
Zoom” tagline, is an international
automobile brand from Japan
Mazda’s focus is on developing a fun-
to-drive car for the “enthusiast” that is
safe, and fuel-efficient
3. Mazda’s target market is the enthusiast
Enthusiasts, according to Mazda, are
“Those individuals who stay young, have
a good capability to express themselves,
are passionate and are self-confident in
their choices”
I propose that Mazda develops a
campaign that focuses more on the
“enthusiast”.
Target
4. According to my research, Mazda’s
primary challenge is their lack of brand
awareness amongst potential
consumers
When asked what’s the first thing that
comes to mind when one thinks of
Mazda, most people respond by saying
“Zoom-Zoom”
Challenges
5. Mazda’s Goals
Mazda recently introduced their new
SKYACTIVE Technology
The goal with this technology is to
provide consumers with a safe, fuel-
efficient, but fun-to-drive car
6. My Goal for Mazda
My goal for Mazda is to use this new
technology the create more brand
awareness when attempting to reach
their target market, enthusiasts
7. The Proposal
SEO strategy for the keyword
SKYACTIVE
A television ad campaign highlighting the
“enthusiast”. Utilizing the tagline “There
is an enthusiast in all of us”
Targeting those who clicked on
SKYACTIVE as the search for the term
grows
Having these people participate in a
social media campaign via Twitter to get
butts in seats
8. Budget
Mazda has reported annual spending of
about 150-250 million on advertising
I propose to use a minimum of 50 million
to implement my strategy
Being sure to consider the trend toward
online marketing
9. Metrics of Success
Utilize quantitative and qualitative
research approaches including
extensive surveying throughout the
campaign
Utilizing Mazda’s social media
community to gain information on the
new campaign
10. Timeline
Considering the introduction of
SKYACTIVE in the 2012 Mazda3 and
Mazda CX-5, Mazda should run this
campaign starting in January 2012
