2. Background

3. S.W.O.T.
Strengths Weaknesses
Affordable, Great consumer perception – “fun to Low market share, Dealers dislike/question
drive”, Efficient gas mileage (SKYACTIV strength of marketing message, Ads lack call-to-
Technology), Recognizable “Zoom – Zoom” brand action, Late to high-efficiency bandwagon, Myopic
message, Consistent brand loyalty, advertising approach (isolates women), Lacking
Comprehensive dealership servicing features compared to its competitors
Opportunities
More informed customer base (online resources,
Threats
etc.), Expanding market for increasingly efficient Unstable Economy, Market clutter in product
and/or environmentally-friendly automobiles, category, Negative “foreign car” stereotypes, “Buy
Female customer base is expanding, New American” mentality, Many competitors have
technology advancements (SKYACTIV Technology), better manufacturing infrastructure and
Automobiles co-branding with not-for-profit and distribution channels in the US, Competitors
lifestyle organizations and events, Growing increasing share-of-voice in category, Lack of
Hispanic population in target market for small, Features
sporty & fuel-efficient cars

4. Problem?

5. Target Audience
The target audience for Mazda is “individuals who stay young, have a good
capability to express themselves, are always passionate and are self-
confident in their choices” (Mazda: Brand Strategy, 2011). Middle
Class/Lower Middle Upper – Workaholic, Family-oriented, Detail oriented,
physically fit, Fun loving, Outgoing, Creative, Down to earth, Athletic,
Socializing, Intellectual, and educated.

6. Key Performance Indicators

7. Big Idea
Driving’s Fun Again: What’s your personality?

8. Tools & Tactics
#whatsyourpersonality

9. Budget
$210,600

10. Summary
Mazda is a well-known company lacking sales conversion from their
marketing. By adopting the simple but versatile theme Driving’s Fun again:
What’s your Personality Mazda can efficiently and effectively separate
themselves from direct competitors in the market. Twitter and Facebook are
cost efficient ways of maximizing exposure and a mobile app can help create
the brand identity. YouTube will be utilized in congruence with our Twitter,
Facebook and mobile app.