Mazda Took Sour Sally

PT Mazda Motor Indonesia's determination to market anyarnya model, the Mazda 2 not play games. Efforts to strengthen the brand tangible model hatchback and sedan (launched in Indonesia this year) continue to be done.

One of the breakthroughs made by PT MMI is, together with non-fat frozen yogurt franchise famous Sour Sally to do co-branding. "We do co-branding with Sour Sally, because we are the same positioning as a product of lifestyle among the young supporters who are now loved," said Astrid Ariani Wijana, Brand & Communications Manager of MMI in Jakarta on Thursday (18 / 3).

By building a network marketing, PT MMI hope Mazda brand image 2 more known among the young. "Of course we hope that brand awareness Mazda 2 also grew stronger in the top of mind of consumers. So did the opposite with products Sour Sally, "said Astrid.

The same thing also disclosed Donny Pramono, Founder Sour Sally. "Mazda2 has a very stylish look that can inspire anyone, including us," he stated.

Meanwhile, Yoshiya Horigome, President Director of PT MMI admitted co-branding effort is a way of socializing brand that is not an easy matter. In addition to accuracy in the strategy also requires a partner who has a segment, character and great charm.

"And we feel (with Sour Sally) is suitable. Certainly very interesting, because a stylish car with a yogurt that has become a lifestyle, "Horigome said.

For Erwin Subarkah, automotive marketing analyst, what is done by PT MMI it is an appropriate strategy to strengthen the Mazda brand image 2. Because the name of the Mazda 2 itself is quite phenomenal, since well before launch in late November 2009 and has been so intensively communicated.

"So that was launched record high sales. Well, the brand that has been embedded in the minds of those that must be maintainance. How to make a breakthrough marketing a step further, one of which co-branding it, "said Erwin told Tempo.

While the particulars Sour Sally is towed as a partner, Erwin assess because both have the same segment that is among the urban youth or young family. Segment was also targeted marketing Mazda 2.

"Product yogurt has become a trend, Mazda hopes its products are also becoming a trend in the same segment. Well, if this synergy is running, then that will happen is the marketing process called evangelical marketing, "he explained.

He calls, evangelical marketing or marketing by word of mouth by people concerned with the product owner loyalty rates. The reason is, someone who has the fanaticism of the products used will be proud to recommend the product to other people, when they want to buy it. "This is where the benefits of co-branding it," said Erwin.

As is known, in the first two months of sales trends in this 2010 Mazda 2 has increased significantly. The data reported by the Indonesian Automotive Industry Association (Gaikindo) called, in January of Mazda's two sales of 86 units. While car sales in February were recorded in 236 units.


Source: Arif Arianto - tempointeraktif

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