The paper 'Mazda 3 Car Marketing Mix" is a good example of a marketing case study. Mazda 3 car is a product of Mazda Motor Corporation; the company was established in 1920 in Japan. The company’ s vision is to create new value, excite and delight customers through the best automotive products and services. For approximately 100 years that the company has been operational, it has vastly expanded into becoming one of the impressive global empires (Mazda, 2014). Mazda 3 car is a recently manufactured car model that excellent benefit to the customer including security; the company is one of the major global organization.
The company has a market leader status and which Mazda is continuously working to retain. Accordingly, the buyer will realize the value of money. Additionally, the car is stylishly designed thus giving the customer the comfort, ambience, and superior touch. Consequently, the car was engineered using superior technology; Skyactive technology. Mazda is one of the most coveted cars in Australia, for instance in 2013, of the 104,000 units of cars that were sold in the country, 31,000 were Mazda cars; Australia is one of the extremely important Mazda markets (Mazda, 2014). The Mazda 3 is a stylish 2-litre comfortable sedan classified as a small car which designed superbly with comfort in the mind for multiple and dissimilar users and/or passengers (Mazda, 2014).
As aforementioned the car is equipped with Skyactive technology comprising of fuel-efficient technologies including lightweight metals and fuel consumption monitoring give the customer greater driver confidence together with a smaller carbon footprint. Mazda 3 provides customers with pleasure and the outstanding environment as well as safety performance. Marketing Mix Product Type (3 Levels of the Product) There is an interesting concept of benefit building for a product; for instance, a product is viewed in three distinct levels that help manufacturers extract all the benefits that the product offers.
These three levels include: Level one: Core Product: this is the simplest and most basic level; at this stage, the manufacturer identifies what the customer is set out to purchases and the benefits that the producer would like the buyer to get (Boone & Kurtz, 2011). In this regard, when the company defines its core products, it can easily achieve marketing excellence (Lamb, Hair & McDaniel, 2011).
These products; core products are also referred to as benefits and they are generally intangible in nature. Mazda Motor Corporation’ s core products when developing the Mazda 3 car are: Convenience and flexibility Status symbol Comfort for people of all ages and sexes Reassuring and offering confidence Level two: Actual Product: this level involves translating core product benefits into a product that customers finally buy. Although competitors may be offering the same product with the same benefits, the aim of the producer should be designing a product that will appeal or persuade customers to purchase the product over that of the competitors (Mazda, 2014).
This may include quality level, product and service features, styling, packaging and branding. The Mazda 3 car actual products include: Skyactive technology 2-litre four-cylinder-engine as compared to 1.6 and 1.8-litre engines for Honda Civic and Toyota Corolla respectively 16-inch steel wheels Blue tooth Cruise control Push-button engine start All gender and age car Level three: Augmented product: at this level, the product producer may decide to add additional non-tangible benefits which the product can offer (Garland, 2010).
In this regard, things like after-sale services, warranties, helplines, and free/cheap delivery can be used. Things that are not related to the product or those that the product cannot offer but the customers are likely to find them useful. Augmented products offer the customer peace of mind as well as demonstrate that the producer has faith in the product’ s quality.
Boone, L., & Kurtz, D. (2011). Contemporary marketing, 15th Ed. London: Cengage Learning
Ferrell, O., & Hartline, M. (2012). Marketing strategy, 6th Ed. London: Cengage Learning
Fifield, P. (2012). Marketing Strategy, 2nd Ed. London: Routledge Publishers
Garland, D. (2010). Smarter, faster, cheaper: Non-boring, fluff-free strategies for marketing and promoting your business. New York: John Wiley & Sons
Lamb, C. (2012). Marketing. Sydney: Cengage Learning
Lamb, C., Hair, J., & McDaniel, C. (2011). Essentials of marketing, 7th Ed. London: Cengage Learning
Mazda. (2014). Home. Retrieved from www.mazda.com.au
McDonald, M. (2007). Marketing plans: How to prepare them, how to use them. New York: Butterworth-Heinemann Publishers
Shimp, T., & Andrews, J. (2013). Advertising promotion and other aspects of integrated marketing communications, 9th Ed. London: Cengage Learning
Siegel, M., & Lotenberg, L. (2007). Marketing public health: Strategies to promote social change. London: Jones & Bartlett Learning