MAZDA2

Kelsey  Miner  ADV  420  Final  Presentation  

"...THEY  DON'T  COME  MUCH  MORE  ENJOYABLE  THAN  THE  MAZDA2.”      —  CarandDriver.com    |    August  2010  

Target Audience   Young  individuals:  20  -­‐  young  40’s.    

  Young  spirited  

  Good  capability  to  express  themselves  

  In  making  choices  remain  passionate  and  self-­‐confident.  

“to  offer  creative  and  innovative  ‘Exhilarating  driving’  to  those  people  who  still  hold  dear  the  love  of  motion  experienced  as  

a  child”        

http://www.mazda.com/profile/vision/brand.html  

Key Performance Indicators   Sales  Reports    

  Track  the  amt  of  Mazda2’s  sold      Compare  with  past  sales      

“BIG IDEA”   Push  sales  in  Urban  Areas  

  Achieved  by  using  popular  social  media  sites    Netflix  –  total  subscribers  =  33  million  

  Facebook  –  total  users  =  1.06  billion    Twitter  –    total  users  =  500  million  

  Hulu  –  total  users  =  43  million  

http://ir.netflix.com/  http://thenextweb.com/facebook/2013/01/30/facebook-­‐passes-­‐1-­‐06-­‐billion-­‐monthly-­‐active-­‐users-­‐680-­‐million-­‐mobile-­‐users-­‐and-­‐618-­‐million-­‐daily-­‐users/  http://www.statisticbrain.com/twitter-­‐statistics/  

Why  Urban  Areas?    Fit  the  target  audience:  

  Young  population    Current  and  up-­‐to-­‐date  with  social  media  

  Big  Cities  –  Chicago,  Seattle,  New  York,  St.  Louis,  etc.    Busy    Limited  parking    Hectic  driving  

  Size:  Subcompact  car    <  small  than  compact  cars  =  ideal  for  big  city  living    Great  on  gas    Quick    Easy  &  fun  to  drive  

Tools  &  Tactics  –  Social  Media    Netflix  

  Ads  via  30  -­‐  60  sec.  commercials  

  Facebook    “Like”  page    Facebook  Ads  on  the  side  of  the  page  

  Twitter    Promotional  account    News  releases,  Specials  

  Hulu    Ads  via  30  –  60  sec.  commercials  

Budget  “A  company  looking  to  gain  &  grow  market  share  is  said  to  spend  

about  10%  of  their  total  revenue”  

  $2,500,000,000  available  to  Mazda  for  ADV    Netflix  

  Unknown  amount  used  to  create  multiple  30-­‐60  sec.  ads    Facebook  

  Expected  $45,000  –  including  facebook  Ads    Twitter  

  Expected  $45,000  including  promoting  tweets    Hulu  

  Unknown  amount  used  to  create  multiple  30-­‐60  sec.  ads  

  Remaining  money:    Testing  ads  out  in  specific  geographic  areas    Long-­‐term  advertisement  plan    

http://frog-­‐dog.com/articles/detail/how_much_should_companies_budget_for_marketing/  

Mazda2 Goal   Educate  target  audience  on  new  Mazda2  

  Persuade  into  wanting  &  needing    

  5,000  cars  sold  in  the  first  year        The  car  is  not  well  known  and  has  a  specific  target  

audience    There  are  about  16  to  17  million  car  units  sold  yearly  

  “DO-­‐ABLE!”  

“Good things come in small packages...”

  Digital  Strategy    Social  Media  

  Netflix  

  Facebook    Twitter  

  Hulu  

  Planned  Budget    Market  testing    Allocated  costs  

With  proper  planning,  Mazda2  will  be  able  to  reach  their  target  market  as  well  as  year  goal