Mazda Motor Corp. has aligned itself with athletic events and children's charities to build its brand within the market of tomorrow. (This is an update of the Mazda case example on p. 52.) For instance, athletes entered in the Mazda London Triathlon can raise money for Children's Hospices, Whizz-Kidz and other children's charities. In the US, the Mazda Foundation makes grants to nonprofit groups that help children read, keep children safe, and have similar missions. In Australia, the Mazda Foundation gives priority to grants to children's welfare groups. Mazda wants buyers of all ages to know what the brand stands for--and hopes the buyers of tomorrow will think of Mazda when they're shopping for cars.
Tuesday, 28 April 2009
Mazda Courts Tomorrow's Drivers
Mazda Motor Corp. has aligned itself with athletic events and children's charities to build its brand within the market of tomorrow. (This is an update of the Mazda case example on p. 52.) For instance, athletes entered in the Mazda London Triathlon can raise money for Children's Hospices, Whizz-Kidz and other children's charities. In the US, the Mazda Foundation makes grants to nonprofit groups that help children read, keep children safe, and have similar missions. In Australia, the Mazda Foundation gives priority to grants to children's welfare groups. Mazda wants buyers of all ages to know what the brand stands for--and hopes the buyers of tomorrow will think of Mazda when they're shopping for cars.
