Mazda 2014 Annual Report Download - page 16

Reinforcing Product / Brand Advertisement
To build and strengthen an effective brand presence and to give a sense of
the deeper bond that customers feel for the Mazda brand, small player
Mazda has worked on a major shift from its previous brand communica-
tion strategy.
From an approach targeting an unspecified number of
people to promoting understanding to a specific number
Previously, we clearly identified the customer segments that could accept
Mazda brand value and painstakingly selected the channels and methods
to enable secure communication with that specific number of people. We
have planned a media shift away from a mass media bias, including TV, to
digital media.
From promotions for individual types of cars to promotions
that focus on the primary brand
We have set up communications that focus on promoting an understanding
of the brand rather than an awareness of individual models. Shifting from
promotions for individual types of cars to a communications structure that
focuses on the brand, we have introduced an integrated framework in key
regions, including
Game Changer in North America, Challenger in Europe,
and
Be a driver . in Japan, and are planning to improve brand awareness.
and are planning to improve brand awareness.
From providing information about product features and func-
tionality to providing product background stories
The most important is the shift from providing information about product
features and functionality to communication centered around providing
the background stories of the products. We are making efforts to convey to
direct sales departments, showrooms, journalists, and customers the pas-
sion from the development teams familiar with products and technologies
who know the most about the spirit and aspirations of the
monotsukuri
behind the products.
As a result of such activities, more of our target customers are purchasing
Mazda cars after the introduction of SKYACTIV-equipped models.
Based on the “
Challenger ” spirit that Mazda possesses, we targeted the Mazda brand stance and value with the theme
Challenge: People Who Have Changed the World.
Europe “ Challenger ”North America “ Game Changer ”
Enhancing lineup of
SKYACTIV products
Realizing both right-price
sales and volume growth
Reinforcing product /
brand advertisement
SPECIAL FEATURE
CHECK
Examples of Promotions That Focus on the Primary Brand
Mazda Annual Report 2014 14
Introduction
Message from Management
Review of Operations
Foundations Underpinning
Sustainable Growth
Financial Section
Brand Value Management
CONTENTS