Marketing Mix of Mazda and 4Ps (Updated 2024)

The marketing mix of Mazda analyses Mazda’s 4Ps, which include the product, price, place, and promotion. Mazda Motor Corporation is referred to as Mazda and is of Japanese origin. It is a publicly traded company founded in 1920 by its founder, Jujiro Matsuda. Mazda is associated with the automotive industry and deals in manufacturing and marketing engines, light trucks, and automobiles. In 2011, it was ranked 15th in the world as the biggest automaker in production. It faces competition from companies like

• Hyundai Motors
• Honda
• Nissan Motors
• Toyota

About Mazda

• Type: The automobile manufacturer
• Industry: Automotive
• Founded: January 30, 1920
• Founders: Jujiro Matsuda
• Headquarters: Fuchu, Hiroshima, Japan
• Area served: Worldwide
• Current CEO: Masahiro Moro
• Number of employees: Over 53,000
• Major products: Cars, trucks, engines, and parts

Mazda Product Strategy

Mazda is the only company in the world to use Wankel-engine in its vehicles. It is a manufacturer and marketer of passenger and commercial vehicles like sedans, Hatchbacks, and Sports cars. Mazda guarantees a thrilling performance because of the latest technology usage. In 1931, it introduced the truck Mazda-Go and shifted its operations from machine tools to manufacturing vehicles.

During the Second World War, it manufactured weapons for the army. In 1958, Mazda launched the Mazda Romper, a 4-wheel Light-truck; in 1960, the Mazda R360 Coupe, its first passenger car with a 2-door. It was followed by a 4-door Mazda Carol 600 in 1962. Later, it entered Canadian and US markets with luxury and high-performance vehicles. Its current product portfolio includes

• Mazda6/Atenza – Station wagon and family sedan
• Mazda3/Axela- Compact car
• Demio – Supermini car
• Scrum – Commercial van and Keicar minivan
• Titan – Commercial-truck
• BT-50 – Pick-up truck
• Bongo – Commercial van
• CX-9 – Crossover SUV /Full-size SUV
• CX-5 – Compact crossover SUV
• CX-4 – Compact crossover SUV
• CX-3 – Compact crossover SUV
• MX-5/Roadster – Sports Convertible
• Flair crossover – Keicar crossover
• Flair waggon – Keicar minivan
• Flair – Keicar minivan
• Carol – Keicar

The product mix of Mazda in 2023 is as follows (Source)

1. Compact Cars: Mazda is known for its compact cars, such as the Mazda3, which comes in sedan and hatchback versions. These models are appreciated for their sporty handling, fuel efficiency, and modern design.
2. Sedans: Besides the compact Mazda3, Mazda offers larger sedans like the Mazda6. These are generally known for a blend of performance, comfort, and advanced technology.
3. SUVs and Crossovers: Mazda has expanded its lineup in this category. Models like the CX-3, CX-30, CX-5, and CX-9 cater to different segments, from subcompact to full-size SUVs. They are often lauded for their stylish design, driving dynamics, and interior quality.
4. Sports Cars: The Mazda MX-5 Miata is a notable model in this category. It is a lightweight, rear-wheel-drive roadster popular for its fun driving experience and affordability.
5. Electric and Hybrid Vehicles: Mazda has made strides in electrification, though its offerings in this category might be more limited than those of other manufacturers. The Mazda MX-30 is an example of their venture into electric vehicles.
6. Commercial Vehicles: In some markets, Mazda offers light commercial vehicles, though they are less prominent than their consumer vehicles.

This product mix reflects Mazda’s focus on combining performance, style, and technology across different vehicle segments. However, their lineup can vary by region and is subject to change with new model releases and updates.

Mazda Place Strategy

Mazda is a global company with an international presence in several countries like the United States, South Africa, Canada, and Japan. Its headquarters base is Fuchu, and its largest single-site production facility is in Hiroshima, Japan. Its overseas operations through production facilities have spread over countries like Thailand, Mexico, South Africa, Kenya, Iran, and China.

Its R&D facilities are equipped with the latest and modern technology and are situated in Hiroshima and Yokohama in Japan. The main offices of Mazda are in Hiroshima, Osaka, and Tokyo in Japan and countries like the US, Canada, Mexico, the UK, France, Germany, Austria, Portugal, China, Australia, Italy, Switzerland, and Spain.

It has a strong distribution network that includes the services of dealers and suppliers. Vehicles are displayed in their stores and showrooms, where it is easy for a customer to make a personalized choice after going through its pros and cons. Showrooms also provide test drives so a customer can perceive its suitability.

Mazda’s place strategy is as follows:

1. Global Network of Dealerships: Mazda maintains a widespread network of dealerships globally, ensuring accessibility for customers in major markets across continents.
2. Strategic Manufacturing Locations: Mazda has strategically located manufacturing facilities in key regions like Japan, Mexico, and Thailand, allowing efficient distribution channels and reduced shipping costs.
3. Local Market Customization: Mazda adapts its vehicle offerings to suit the preferences and regulations of local markets, tailoring models and features to meet regional demands.
4. Online Sales Platforms: Embracing digital trends, Mazda offers online platforms in many regions for customers to explore, customize, and even purchase vehicles remotely.
5. Partnerships and Alliances: Mazda forms alliances with other automotive companies to enhance its global presence and customer services, share technology, and expand its market reach, adapting to the evolving automotive landscape.

Mazda Price Strategy

Mazda has targeted urban youth as its target customers from the upper and upper-middle-class section of society. It has a team to evaluate its production costs, margin profit, and the amount a buyer is willing to shed on a product before implementing a pricing policy. Mazda faces stiff competition from several companies and has decided to maintain competitive and lower prices for its high-quality products. It has a diversified product portfolio and has kept variable prices for its models depending upon the segment to which it belongs. This gives it a pricing edge over other rival brands. Reasonable and affordable prices have helped Mazda attain a larger market share in the price-conscious and competitive market.

Mazda’s pricing strategy, crafted by sales staff with a keen understanding of the automotive market dynamics, reflects a blend of value-based and competitive positioning:

1. Value-Based Pricing: Mazda sets prices by evaluating the perceived value of its vehicles to consumers. The brand’s focus on design, performance, and technology justifies a slightly premium price point compared to entry-level brands, appealing to higher-priced customers who seek a balance of quality and affordability.
2. Competitive Positioning: Mazda carefully positions its pricing relative to competitors, often slightly above mainstream brands but below luxury marques. This strategy places Mazda as an aspirational yet attainable choice for consumers who desire more than the basics.
3. Model and Feature-Based Pricing: Pricing varies significantly across different models, trim levels, and optional features. Mazda leverages this tiered pricing structure to cater to a wide range of customer budgets and preferences, from the budget-conscious to the feature-focused buyer.
4. Regional Pricing Strategy: Understanding global market differences, Mazda adapts its pricing to reflect local economic conditions, taxes, tariffs, and market demand. This flexibility helps in maintaining a competitive edge in diverse markets.
5. Financing and Leasing Options: Mazda enhances the accessibility of its vehicles through attractive financing and leasing options. This approach makes the cars more reasonable and affordable and aligns with changing consumer preferences toward vehicle ownership.

In summary, Mazda’s pricing and marketing strategy is carefully calibrated to reflect its brand positioning as a provider of high-quality, stylish, and performance-oriented vehicles that offer more than just basic transportation while remaining accessible to a broad consumer base.

Mazda Promotion Strategy

Mazda promotes its brand in auto shows, trade shows, and social media platforms. It has participated in several events and sports to increase its brand awareness. Mazda sponsors professional teams like Hiroshima Toyo carp, ACF Fiorentina, and North Melbourne Football Club.

It was also a sponsor for Laguna Seca and Western New York Flash. Some of its famous ad slogans are Experience Mazda, The More You Look, the More You Like, Passion for Road, and It Just Feels Right. Its Zoom Zoom ad campaign has become very popular and can be seen along with other ads on television, radio, magazines, newspapers, and hoardings in populated places.

Mazda’s promotion strategy is as follows:

1. Emphasis on Brand Identity: Mazda promotes its unique brand identity, highlighting its ‘Jinba Ittai’ philosophy that emphasizes the harmony between car and driver, often through storytelling in its advertising campaigns.
2. Digital Marketing and Social Media Presence: Mazda leverages digital platforms extensively, utilizing social media platforms, online advertising, and interactive websites to engage with a tech-savvy audience and showcase its latest models and features.
3. Sponsorships and Partnerships: The company invests in sponsorships and partnerships in sports, cultural events, and automotive shows to further customer engagement, increase brand visibility, and connect with potential customers in diverse lifestyle segments.

Some Recent Video ads and Print ads of Mazda are:

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