Mazda Marketing Mix

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Marketing Mix of Mazda analyses the brand/company which covers 4Ps (Product, Price, Place, Promotion) and explains the Mazda marketing strategy. The article elaborates the pricing, advertising & distribution strategies used by the company.

Let us start the Mazda Marketing Mix:

Product:

Mazda offers a wide range of cars across the world. The vehicles product portfolio in the marketing mix of Mazda are hatchback, sedan, crossovers, SUVs etc. The following are the global models offered by Mazda: Mazda MX-5 (Light weight sports), Mazda2 (Hatchback), Mazda3 (Hatchback/ sedan), Mazda5 (Multi-Activity vehicle), Mazda6 (sedan/wagon), Mazda CX-3 (Compact crossover), Mazda CX-5 (Crossover SUV), Mazda CX-9 (7 seat crossover SUV), Mazda BT-50 (Pick-up truck)



Image: Wikimedia


Price:

Mazda follows a competitive pricing as its marketing mix strategy. Since the automobile industry is very competitive and since there are various competitors in each segment, Mazda prefers to price its models according to the competition in each segment. CX-9 is a premium SUV and is priced accordingly. Mazda generates profits through economies of scale. Mazda MX-5 light weight sports vehicle with competitors such as BMW Z4, Nissan Roadster, Audi TT roadster and is priced at a premium compared to all its other models.


Place:

Mazda has various manufacturing plants in Japan and other parts of the world too. Most of its cars are manufactured in the Japanese plants and are exported to various countries. Mazda is an OEM customer. It has various suppliers located in different parts of Japan where the products and equipments are supplied to the Mazda manufacturing plants and the cars are assembled there. Mazda sells its cars through dealerships. All the current models are displayed in the showroom where the customers are allowed to take a test drive and choose the best suited models for them. It has distributors located in all the countries it is present.


Promotion:

Mazda promotional strategy in its marketing mix focuses on 360 branding. It does promotions in the following ways:

AutoExpos: Mazda promotes itself in auto shows by displaying its newly launched models to create awareness among its potential consumers. Here the model specifications are conveyed to the customers for further engagement. Brochures are also given to its potential consumers.

Sponsorships: Mazda also indulges in sponsorships to promote itself. For example, in Australia it sponsors following events:

Australia’s next top model, North Melbourne football club, Opera Australia, Art Museum Australia, Mazda Victoria four ball championship, Sydney Thunder

Social Media and Digital Marketing: Mazda organises various competitions on social media where lucky winners are given various prizes and awards thus increasing customer engagement. It also uploads creative videos on You Tube.

TV Advertisements: Mazda also comes up with TV ads especially during the launch of its new models to create awareness among the masses.

Magazines: Mazda features itself in various car magazines with expert opinion and advice so that its consumers can make the right choice. Also the latest features are displayed here for car enthusiasts.

CSR: Mazda has environmental initiatives, safety initiatives and social contribution initiatives which together contribute to its CSR related activities. It has also received several awards for its CSR activities. Hence, this covers the entire marketing mix of Mazda.


About Mazda:

Mazda is a Japanese automaker company founded in 1920 in Hiroshima, Japan. In 2015-2016 fiscal year it made a profit of 1.71 billion euros’ unit sales of 1534000 units up by 10%. Its major competitors are Nissan, Ford, Hyundai, Honda among others.

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The names and other brand information used in the Marketing Mix section are properties of their respective companies. The companies are not associated with MBASkool in any way. The brand names are used purely for educational/academic purpose only.

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