方案案例－MazdaBrandBuildingInTaiwan.pptVIP

Mazda Brand Building In Taiwan JWT Taipei, July 20, 2002 Thinking Process in Thompson way Where are we now? Where are we in 1998? Mazda Brand Situation (end of 1998) Faceless – vague impression, a very distant brand, only 0.7% market share. Where should we go? MAZDA Re- Launch Objective Re-define the market based on Mazda’s most outstanding selling point. Auto consumer In Taiwan How can MAZDA differentiate from Ford and other major players in Taiwan To Utilize Mazda’s Japanese Origin To differentiate from Ford’s American / International brand image e.g. 323 Protégé vs Tierra Mazda’s Branding Idea How can we get there? - The Communication story for MAZDA (98’ ~ 01’) Our Mission in the end of 1998 Quickly build up Mazda brand awareness and clearly distinct its position: TVC/Print Ad/Showroom Event(98~01) 323 Protégé Launch (1998 Nov.) Showroom Event : “Kimono Contest” To invite prospects to MAZDA showroom and join the kids kimono contest. To input strong Japanese style in MAZDA showroom. 323 Protégé Launch (1998 Nov.) 323 Protégé Enhancement(1999, March) TVC: “Maple leaves ” The leaf and the music obviously symbolize “Japanese origins” 626 Capella Launch (1999 May) TVC: “The Only 2.0 Car within the NT$ 700,000 range that is imported from Japan” To point out 626 Capella is the only Japanese imported car via compression. 626 Capella Launch (1999 May) “NP / MG : “I’d Rather Take the Carriage, If It Is Not A Original Japanese Car” said by the Japanese knight Our Mission in 1999 and beyond  Smoothly transform our communication strategy into Mazda’s global brand DNA: MPV Launch (1999 July) TVC: “The Only Car That Relaxes You” - a ZEN State A Japanese Zen State that provides the ultimate level of relaxation MPV Launch (1999 July) NP / MG: “Total Relaxation” A Japanese scenery with a delicate layout to deliver the Japanese origin. 00MY 626 Capella Launch TVC: “The Only 2.0 Car within the NT$ 700,000 range that is