Download - Plan_The Kiwis
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S
GreenShare
Affordable. Convenient. Sustainable.
Eva Maria Arnadottir | Lisa Heinemann | Zachary Krumme | Oskar Litton | Sherry WuMGM Marketing Processes - Final Presentation 27.9.2012 - The Kiwis
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Introduction• Service• Current Situation• Segmentation• Marketing Strategy• Evaluation• Budget
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A step ahead…• Mission
To provide a green, simple, and affordable mode of transportation whenever, wherever our members need.
• Vision
To change the way people use motor vehicles and create a sustainable future for transportation.
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Service• Sign-up.• Find nearby station.• Use a “green” Volvo.• Return it.
It’s that simple.
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Current Situation
Weaknesses Strong Public Transport Non-Core Operation
Threats Other car-rental services Regulatory Hurdles
Strengths High Disposable Income High Societal Eco-Awareness Strong Existing Brand
Presence
Opportunities Untapped Market for short
(<4hr) inner-city trips Green Niche
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Political Economic
Social
Technological
Environmental
Legal
1. New Demos2. Inc. Brand
Recognition
1. Latest Models
2. Recharging Stations
1. Hybrid2. Fully-
Electric
1. Insurance2. Driver’s
Licenses
1. Gov’t backs green projects
2. Favorable climate
1. ”Green”2. Leverage
Goodwill
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Segmentation• Needs-basedand• Geography• Demography• Behavioral
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Target Markets
Students
18-25 years
Inner city resident
Economical solution, convenience, independence
Light user
Market size: 70,000
Young Professionals
26-34 years
Inner city resident
Environmentally sound solution, convenience
Light to medium user
Market size: 200,000
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Positioning
Volv
o Green
Share
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Marketing Strategy• Hybrid blend of
traditional media together with new media
• Strategically placed print media
• Show Volvo Green Share is a part of the transportation ecosystem
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Marketing Strategy• Marketing through new
forms of social media • Encourage happy
consumers to promote brand on their social media accounts
• Show the match in values we have with the consumer
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Reach the consumer…• Use the parking spots as
billboards• Collaboration with local
businesses • Local events such as street
festivals and farmers markets - first-hand interaction with potential customers
• Create partnerships in order to increase credibility and awareness
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How are we doing?• Marketing metrics• Online analysis• Customer database• Tracking system
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It never goes according to plan• 350 signups first month• Growth rate average of
15%• 60 cars at the end of
the first year
• Obstacles - Reaction
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Budget
Create Awareness
Make Impact
Stable Growth
Positive revenueIn year 1
Constant growth 5%
per m
Share 15% of Hertz
membership
Break even in year 2
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Budget• 49 out of 57 can drive
a car, 48 of whom don’t have a car but would like to drive
• 68% are willing to use a car share service
• Price and convenience are the major concerns
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Financial Impact & Marketing Budget
Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec-500000
0
500000
1000000
1500000
2000000
2500000
3000000
3500000
Volvo Green Share
Net Income Revenue Marketing
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SThank You.GreenShare