Promotion strategy spent heavily on IMC with 12% of their budget. Promotion were done in magazines, newspapers, they also had a deal with ESPN which includes advertising Mazda ESPN's various media such as, print(ESPN Magazine), TV, radio and the Internet as well as in ESPN Zone restaurants. It also integrates the MAZDA6 also includes an extensive publicity/public relations campaign, direct mail, and the use of interactive media such as online advertising, CD-ROMs, with which model was named as 10 best cars in the year 2003. I do agree to their with their more mature and less play full advertising strategy, because there should not be single strategy for all the models, using the different strategies from protege helped 6 model to make its own mark and stand in the top 10 bestselling cars helping company increase market share.