智威汤逊JWTDVD-1Mazda Brand Building In Taiwan-2002

,MazdaBrandBuildingInTaiwan,JWTTaipei,July20,2002,ThinkingProcessinThompsonway,Wherearewenow?,Whyarewehere?,Whereshouldwego?,Howcanwegetthere?,Arewegettingthere?,Wherearewein1998?,Mazdain1998,MazdaBrandSituation(endof1998)Facelessvagueimpression,averydistantbrand,only0.7%marketshare.,Unfamiliarbuttrustinitsenginetechnology,(Source:98Mazdaownersfocusgroupinterview),Abrandformyfathersgenerationoldandconservative,Whereshouldwego?,MAZDARe-LaunchObjective,Re-definethemarketbasedonMazdasmostoutstandingsellingpoint.,NeedtowelljustifyadifferentiationinthesameproductbetweenMazdasandFords,CreatebrandvalueforMazdawhichisnon-replaceableinconsumersmindset.,AutoconsumerInTaiwan,ConsumerperceivetheproductwithJapaneseoriginasgoodqualitycontrol,durable,humanizedfeature,mostsuitableforTaiwanenvironment.,Taiwaneseautoconsumeringeneralismore“status”and“premium”driven,insteadof“performance”oriented.,HowcanMAZDAdifferentiatefromFordandothermajorplayersinTaiwan,ToUtilizeMazdasJapaneseOrigin,TodifferentiatefromFordsAmerican/Internationalbrandimagee.g.323ProtgvsTierra,JapaneseCKDcompetitorsarekeyplayersinthemarket,butnoneofthemoccupiesthestrongJapaneserelevantimagesincetheyenteredthemarketdecadesago.,MazdasBrandingIdea,JapaneseOrigin,Status/Premium,Brandpromise,Consumerneeds,Japanesedelicacy,thecoreofbrandingcommunication,Howcanwegetthere?-TheCommunicationstoryforMAZDA(9801),OurMissionintheendof1998,QuicklybuildupMazdabrandawarenessandclearlydistinctitsposition:,ABrandWhichRepresentsJapaneseDelicacy,TVC/PrintAd/ShowroomEvent(9801),323ProtgLaunch(1998Nov.),ShowroomEvent:“KimonoContest”ToinviteprospectstoMAZDAshowroomandjointhekidskimonocontest.ToinputstrongJapanesestyleinMAZDAshowroom.,TVC:“ACarEverybodyEnvies”Aninsightthatdeliversthedelicatemannerofappreciatinga“premium”carinJapanesemanner.,323ProtgLaunch(1998Nov.),“NP/MG:UsingtheJapaneseSunaskeyvisualtodeliverthemessageof“theCarofJapanin98/99”.,323ProtgEnhancement(1999,March),TVC:“Mapleleaves”Theleafandthemusicobviouslysymbolize“Japaneseorigins”,626CapellaLaunch(1999May),TVC:“TheOnly2.0CarwithintheNT$700,000rangethatisimportedfromJapan”Topointout626CapellaistheonlyJapaneseimportedcarviacompression.,“ShowroomEvent:JapaneseKiteContest”ToinviteprospectstoMAZDAshowroomandjointhekitecontest.TouseJapaneseKiteastheshowroomgiveaway.,626CapellaLaunch(1999May),“NP/MG:“IdRatherTaketheCarriage,IfItIsNotAOriginalJapaneseCar”saidbytheJapaneseknight,OurMissionin1999andbeyond,SmoothlytransformourcommunicationstrategyintoMazdasglobalbrandDNA:,Stylish,Insightful,SpiritedwithtoneandmannerofJapanesedelicacy,MPVLaunch(1999July),TVC:“TheOnlyCarThatRelaxesYou”-aZENStateAJapaneseZenStatethatprovidestheultimatelevelofrelaxation,MPVLaunch(1999July),NP/MG:“TotalRelaxation”AJapanesescenerywithadelicatelayouttodelivertheJapaneseorigin.,00MY626CapellaLaunch,TVC:“TheOnly2.0CarwithintheNT$700,000rangethatisimportedfromJapan”-Mirror,Theonlydifferenceof626CapellabetweenJapanandTaiwanmarketisthesideofsteeringwheelToenhancetheJapaneseorigins.,00MY626CapellaLaunch,NP/MG:“PutthenewspaperinfrontofMirroryoucanfinda626CapellainJapan”AdelicatelayouttodeliverJapaneseorigins.,323ProtgSustaining,TVC:“ACarthatYouWillCherish”IntheJapanesemanner,itiseasytotelltheappreciationfromothersreaction.,“ShowroomEvent:PSGT2RacingcontestToinviteprospectstoMAZDAshowroomandjointheGT2racingcontestwhichisthefadinJapan.,323ProtgSustaining,“NP:“ACarthatYouWillCherish”,OurMissionin2000andbeyond,SmoothlytransformourcommunicationstrategyintoMazdasglobalbrandDNA:,Stylish,Insightful,SpiritedwithtoneandmannerindelicacyofmodernJapanese,Mazdaspeed323Launch(2000Aug.),TVC:“Air,forest,fire,mountain-speedylikewind”ToquotethephilosophyfromafamousJapaneseknighttoenhancesports,stylishandpowerfulperformance.,Mazdaspeed323Launch(2000Aug.),“NP:“Speedylikewind”ThelayoutandkeyvisualinstrongJapanesestyle.,ISAMULaunch(2000Aug),TVC:“Maybeitisnotaffordableforhouse,butyoudoaffordtohaveasedan.”ContemporarytreatmenttodeliverthemessageofbeingeasytoownaMazdaforthe1sttimecarbuyer.,ISAMULaunch(2000Aug.),“NP:“AmIdreaming?Mazda1.6ATsedanjustneedsNT$469thousands.”Unbelievable!inJapanesesenseofhumor.,TRIBUTELaunch(2000Nov.),TVC:“Somepositionthatsomebodycantevergetthere.”Doublemeaningtoexpressproductfeatureanddriversinsight.,TRIBUTELaunch(2000Nov.),“NP:“Somepositionthatsomebodycantevergetthere.”ThesameendingcutofTVCtoreinforceMazdabrandsconfidencewithJapanesedelicacy.,PremacyNewLaunch(2001Mar.),TVC:“Excellent7seatscreation-Transferyourframeofmind.”ThesuitablecompactMPVprovidesflexibilitycreationformodernofficelifeinJapanesedelicacy.,PremacyNewLaunch(2001Mar.),“NP:“Excellent7seatscreation-Transferyourframeofmind.”Japanesecourtyardand7pairsclogs-delicateRVmixinJapaneselifestyle.,323Protg(2001May),TVC:“Tobeimitatediskindofcompliment,itistimeforyoutoacceptcompliment”The323ProtgownerrecognizedasstandingforJapanesedelicacy,sowillbeimitatedbyotherpeople.,323Protg(2001May),“NP:“Thecomplimentcomesfromothersimitations.”PeoplewouldfollowwhatProtegesownerdid,evenonaoutdoorAd.,MazdaspeedMPV(2001July),TVC:“Likeahero,eitheritsstillorstirring.”WithperformanceofdynamicandspeedtodemonstratetheDNAofMazdaspeedMPV-sporty,rare/limitedandunique.,MazdaspeedMPV(2001July),NP:“Likeaheroeitheritsstillorstirring.”WithJapanesearmyflag,todemopowerfulanddynamictag-lineindelicatelayout.,Pressmeetings(9801),626CapellaPressMeeting(1999Oct.),626CapellaPressMeeting(1999Oct.),626CapellaPressMeeting(1999Oct.),Mazdaspeed323PressMeeting(2000Aug.),PremacyPressMeeting(2001Mar.),PremacyPressMeeting(2001Mar.),323ProtgPressMeeting(2001May),MX-5PressMeeting(2001Jan.),MX-5PressMeeting(2001Jan.),2000TaipeiAutoShow,2000TaipeiAutoShow(2000Jan),2000TaipeiAutoShow(2000Jan),Posterforsalescontest,FightforMazdatophero!,(Sumo),Thefirstclassintheworld,(Kenndou),Arewegettingthere?-MAZDANO