INTEGRATED MARKETING COMMUNICATION

Integrated Marketing Communication

Integrated Marketing Communication

Introduction

The following information will be an elaborative explanation of how we will convince our potential consumers that the Mazda3 is a perfect vehicle for their busy lifestyles. In our campaign that has been developed we have concentrated on strategies and tactics targeting College and University level students. Our main strategy is to position the Mazda3 vehicle into the student's minds; this will be communicated through a Mazda information booth on campus. We strongly believe this IMC plan is very reality based and can be very useful to the Mazda Corporation. (Weiss 1977)

Marketing Communications Objectives

Our goal is to sell 700 more Mazda3 vehicles in one year. Our objective is to achieve an increase of profits of 1.4 million dollars. We believe this is possible due to our target market of 20 000 students in Windsor and Essex county. We are targeting students because they require a safe, inexpensive, reliable, and fuel efficient vehicle with younger and more stylish characteristics.

Marketing Communications Strategies

Positioning Statement

We want to promote a reliable, economic and fuel efficient vehicle to these students. We will reinforce our positioning statement through communication tools such as posters and brochures with factual information. We will also have trained representatives at the schools to inform future prospects with benefits of purchasing a Mazda3. The representatives will be available for questions and concerns about the vehicle. (Stone & Keating 2001)

Creative plan

Creative Objectives

Our objective is to create an advertising campaign that will influence young buyers from colleges and universities around the Windsor and Essex County area. We will present to them a reliable, fuel efficient and economic vehicle with young and stylish looks to appeal to them. Our message is to entice our target market to purchase a Mazda3 over our closest competitors because we have justified that we have a quality product. We will not only bring a vehicle to these consumers. An important aspect of purchasing a Mazda3 vs. a domestic vehicle would be because the residual value of the vehicle is a minimum of 20% higher after four years. It is also important to note that Mazda does not make as many cars as say Ford. This benefits Mazda's image because we can inform our prospects that Mazda takes more time crafting their vehicles which will result in a higher level of quality. We will also bring them the intangible aspects of our company such as our high level of customer service and added value which will lead to their satisfaction. (RAWOO 2001)

Key Benefit Statement

The Mazda3 offers some of the best reliability, fuel efficiency, and lowest cost in its class.

Support Claims Statement

Driving dynamics, craftsmanship and styling unmatched in compact class

Strategies

Our booths will be set up in the colleges and universities for display with obvious communication to the students.

Slogan: Our audience will be drawn into our booths with our slogan which is "Mazda3, what you want your ride to be."

Image: We will have motivational music and flat screen television to convey a positive and fun ...