StudentShare solutions
Triangle menu

Mazda - Case Study Example

Not dowloaded yet

Extract of sample
Mazda

We need to form some kind of emotional link to the product. In determining a brand, there is the need to differentiate from others or form a shorthand logo, position ourselves or have an integrated strategy, and create a personality and vision while adding value. In this paper, it will be discussed as to how Mazda has formed that link with us and how their marketing program has created a brand that tells us who they are and why we should buy their car.
Mazda has a very unique shorthand Logo. According to Mazda Zoom Zoom is1 shorthand for the love of exhilarating movement that we all have. It is the imagination we have about a car moving quickly down the road. They use the emotions we had as children in seeing a fast car and wanting to be part of that. Zoom Zoom is a promise that we will feel special when we get in any car built by Mazda. It is definitely different than any other company and when you hear Zoom Zoom, you think only of Mazda which is what is meant to happen. Zoom Zoom just sounds like fun when you say it.
When Mazda began to reposition itself, it needed to change its strategy. It now had to be positioned as a hip, cool, and fun to drive car. It is also positioned to be a great car for young females who are professionals, according to the case study. Now we have a car that is fun to drive by the young who identify them through their cars and we are using the logo Zoom Zoom which is something we all said as children when we thought of anything fun that moved us from one place to another. There is, of course, another group that is touched by this phrase or logo. Older adults, especially the baby boomer age have always been involved with cars. That group of people has retired and is retiring in a completely different way than any other group before them.2 Zoom Zoom means fun and Mazda has positioned itself to absorb those customers. They do not see themselves as old like the generations before them. Instead they see themselves as headed for another adventure and Zoom Zoom fits all the cords.
Mazda's position is certainly related to the fun already mentioned however; it plays to several types of personality. Let's take the Mazda RX 8 for example. It is a classic yet quick sportster that has a distinctive look and room in the back seat. So it is a commuter car that is fun to drive, kid-friendly, and a weekend toy. What more could you ask for It has a 247 horsepower motor that runs at 9,000 rpms. It accelerates quickly and stops fast. What more could you possibly ask for and who in their right mind would not buy this car The personality is one of fun and yet able to handle responsibility just like the personality of their trucks is one of power and towing capacity but at the same time rugged and comfortable.
Mazda has quite a vision. 3 They promise to always build cars that are fun to drive and will provide high levels of environmental performance and safety performance. They believe that their Zoom Zoom brand is sustainable and they will plan to continue to use it over the long term. The envision that they will continue to work on technology and develop cars that create great driving performance as well as provide great interior environments and safety. They believe their cars will always be fun to drive and make you want to drive them again. They have as part of their vision that they w ...Show more

Summary

Brand is the emotional and functional values that are presented through a company's marketing campaign to provide a unique and different promise for their customers. The promise must be different and arouse interest in the product at hand. In today's marketing world, a company must have an important brand…
Author : fhudson
Mazda essay example
Read Text Preview
Save Your Time for More Important Things
Let us write or edit the case study on your topic
"Mazda"
with a personal 20% discount.
Grab the best paper

Related Essays

Fnancial Accounting
The Financial services segment consists of vehicle-related financing, leasing and insurance, renting and leasing of cars and trucks and renting industrial and construction equipment and other activities. We have completed integrated audits of Ford Motor Company's consolidated financial statements and of its internal control over financial reporting as of December 31, 2006 in accordance with the standards of the Public Company Accounting Oversight Board (United States).
19 pages (4750 words) Case Study
Strategic Management: Ford
The evaluation of automotive industry has been influenced by various innovations by fuels, vehicle components and social infrastructure etc. Some historians cite examples as the year 1600 of sail-mounted carriages as the first vehicles to be propelled by something other than animals or humans.
6 pages (1500 words) Case Study
CHANGE MANAGEMENT (CASE STUDY)
Strategic change typically starts with redefinition and reframing of the organization's purpose and mission, followed by changes in the three subsystems, and ending with the creation of new alignments within and between these three subsystems. Change is an important part of any organization influenced by internal and external environments.
11 pages (2750 words) Case Study
BMWs Launch of its Mini Brand in US
Ing. Norbert Reithoferi. The company has got its corporation's head office is located at Munich and the organization covers more than 150 countries world overii. The BMW Group currently engages in assembly with the help of external partners in the following countries: Jakarta, Indonesia; Kaliningrad, Russia; Cairo, Egypt; Kuala Lumpur, Malaysia; Rayong, Thailand; Chennai, India.
13 pages (3250 words) Case Study
Daimler Chrysler Merger
From the 1970s the automotive industry has been dominated by the United States, Western Europe and Japan, three geographical areas known collectively as the Triad. Such domination served to intensify the degree of competition that already existed as firms sought to achieve a global presence in markets that were becoming increasingly fragmented as consumer tastes diversified.
17 pages (4250 words) Case Study
Relationship Marketing
s often the one marketing executives strive for, it is often found that customers have different relationships with different brands and it is the strongest relationship between company and client which survives even when the product quality has suffered or the competition has
16 pages (4000 words) Essay
Enviromental Factors Paper
arketing, the example of Mazda can be used since it is certainly a global company and has established itself across the world as a player in the automobile industry (Baki et. al, 2004). However, the position it enjoys has to be maintained with effective marketing and strategy
2 pages (500 words) Essay
Ford
The company is a leading manufacturer of automobiles in the world that include commercial vehicles and luxury cars under its ford and Lincoln brand respectively. The company expanded globally and acquired other automobile company over the years by partial or full
6 pages (1500 words) Case Study
Case study - holden australia - Marketing and Survey Research
Since the company was not being able to achieve profit margins in the local market though the vehicle market was a booming sector at that time, the management decided to leave the Australian market. MDP: Should Holden improve on their product lines by addition of
4 pages (1000 words) Case Study
General Motors

Born in Detroit Michigan in 1910 General engines has delivered a steady of vehicles, for example, Chevrolet, Pontiac Cadillac, and Buick which have ended up family unit names in the U.s. As being what is indicated, the General Motors Brand is decently established in America as well as all through the world.

3 pages (750 words) Case Study
Get a custom paper written
by a pro under your requirements!
Win a special DISCOUNT!
Put in your e-mail and click the button with your lucky finger
Your email
YOUR PRIZE:
Apply my DISCOUNT
Comments (0)
Rate this paper:
Thank you! Your comment has been sent and will be posted after moderation