FORMAT: Written / Report or Questions File format [ 1500 words] In addition Powerpoint Demonstration [ Minimum 12-15 Slides, 12-15 – 20 minutes. ]

MARKS/WEIGHTING: 25% of final grade.


In this assessment students have to choose a built-in marketing communications plan case study to analyse. Students should:

• Outline the organisation and its particular product or service

• Identify the IMC equipment used in the campaign

• Explain the developing the campaign

• Evaluate the achievement of the advertising campaign and any kind of issues that came about.

Underpinning promoting theories from previous devices (eg, customer behaviour, market research, the promoting mix etc) should be incorporated into the analysis. The workshop is of 12-15 – 20 minutes timeframe.


You have recently been hired by the strategic advertising manager of Mazda, in addition to been assigned to investigate their very own company's built-in marketing communications in the case attached.

Present your examination for this questions.

1 . Analyze the role of integrated marketing and sales communications in the marketing of autos such as the Mazda Protegé and MAZDA6. Just how is every single IMC aspect used to marketplace automobiles? installment payments on your Evaluate Mazda's decision to drop the " Get In. Be Moved' tagline for the Protegé and adopt the " Zoom-Zoom” theme for its advertising. several. Evaluate the technique Mazda is usually using to advertise the new MAZDA6 sports four door. Do you go along with the decision to utilize a more mature and less playful strategy for the MAZDA6? four. What recommendations would you help to make to Mazda regarding its integrated marketing communications strategy as the company movements forward?




_________________________________________________________________ The case was written by Professors George E. Belch and Michael jordan A. Belch. It is can be used because the basis for class discussion rather than to illustrate either effective or useless handling of your management scenario.

The case was compiled by published sources.


Mazda has been providing cars and trucks inside the highly competitive U. S. market for over three decades. The company's various models have always received high markings from consumers in areas such as design, performance, reliability, and value. Sporty types such as the rotary engine RX-7, which was launched in 1978 and was Mazda's signature car for many years, as well as the Miata roadster helped the corporation sell almost 400, 1000 cars and trucks per year in the U. S. over the decade in the ‘80s and into the early ‘90s. Nevertheless , during the middle ‘90s Mazda embarked on a great expansion put in an attempt to compete directly with Honda, Toyota and Nissan. This course of action included the introduction of five fresh models in less than a year that resulted in an absence of focus inside the company's merchandising plans. From 1994 to 1997 Mazda's U. S i9000. sales rejected by 33 percent and reached their lowest level in 15 years as the different models had been positioned mostly on the basis of value for the money. When the new president overtook Mazda North American Operations at the begining of 1997, he found a great inefficient business with a picture that was bouncing throughout. Most of the marketing for the various Mazda types touted the costs and practical features of basically with small attention staying given to photo and setting. A change in marketing strategy and advertising philosophy was obviously needed in the event Mazda was going to regain its strong placement in the U. S. marketplace. The Road to Recovery

To begin with its restoration, a new marketing strategy was developed which called for Mazda to redouble its initiatives and goal a more youthful generation of drivers who appreciate vehicles with nice looking overall features and want to make a statement about themselves with their autos. In...