Got a tricky question? Receive an answer from students like you! Try us!

Mazda - Case Study Example

Only on StudentShare
College
Case Study
Miscellaneous
Pages 8 (2008 words)

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…

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. ...
Download paper
Not exactly what you need?

Related Essays

International business management and strategy
The car industry is buoyant. Recent data from Centro Studi Promotor (CSP) notes that the sale of new cars in Italy in 2005 totaled 2,234,174.This reflects the general buoyancy considering the increased gasoline prices, the weak economic situation and the fiscal burden on car ownership. This is the ninth consecutive year that new car sales in Italy have exceeded 2,230,000 which proves that the market is relatively stable. Italian brands lost 1.46% while foreign brands lost 1.30%.Italian brands (the dominant Fiat Auto Spa) claimed 28.04% of the market share and manufactured four out of every ten…
2 pages (502 words)
Strategic Management politics and law
Meanwhile the forecasted growth rate for the car industry in the United States for the third quarter 2005 is 3.6 percent and this has decreased to 2.6 percent for the last quarter of 2005. For the first quarter 2006, the first quarter forecasted grown rate has increased to 3.3 percent and finally for the second quarter of 2006, the growth rate has further increased to 3.7 percent.…
12 pages (3012 words)
The analysis of core audience of GolfOnline Magazine
They like to be well-informed; especially when it comes to their favorite sport (Golf).…
8 pages (2008 words)