Marketing strategy

• Overview and Goals • Target Market • Competition• Identity • Advertising Strategies • Public Relations • Sales

Incentives/Promotion• Networking • Implementation of

Marketing Strategy

Overview and goals

Scoot Around Rentals is the first business of its kind in the Iowa City metropolitan area. We will launch as a small business, with an inventory of 50 scooters. In addition to the ability to rent motorized scooters, our services would also include selling moped storage space to owners in the months when scooters are a less desired form of transportation.

Goals• Develop a customer base • Build brand awareness• Establish our services as a pivotal form of transportation in the metropolitan area of Iowa City.

Budget

Main Target markets

University of Iowa

students and

parents

Demographics

• The University of Iowa enrolled 30,825 students for Fall 2010 semester.

– Undergraduate students 21,176– Graduate students 5,637– Professional students 4,012

• Specific target: Undergraduate students– Moped use is popular among college aged students.– Marketing to students because for every student

there’s at least one parent. We would be “killing two birds with one stone” during marketing implementations.

competition

Gr!!! Dare compete with ScootAround? I’ll knock you out!!

competitions

Affordable Easy Access

Time Feasibility

StudentAppeal

Cambus ICM

(Iowa City Motor Sport)

($2,250)

World of Bikes

($350)

Don’s Honda

($2,910)

Iowa City Transit ($50/sem)

ScootAroundScootAround ($150/mo)

Market Trends

Global Motorcycles, Scooters & Mopeds Market to Reach 75 Million Units by 2015, According to New Report by Global Industry Analysts, Inc.

The global market for motorcycles, scooters & mopeds is forecast to reach 75 million units by the year 2015, driven by growing urbanization, rising population and government policies. Fuel efficiency, pricing and style are other factors powering growth in the worldwide two-wheelers market.

http://www.prweb.com/releases/motorcycles_scooters/mopeds_two_wheelers/prweb4695274.htm

Business identity

• Reputation: Basic and safe mode of transportation

• Logo – Identifiable– Includes names of business and product

image

– Color strategy:• Teal - A more sophisticated version of turquoise, teal

signifies trustworthiness and reliability. It promotes spiritual advancement and commitment.

• Black - Formal, dignified and sophisticated: As in the little black dress and the formal dinner suit.

• Purple - Violet can be impractical, with its head in the clouds rather than having its feet on the ground. It tends to see life as it imagines it, rather than how it is.

Advertising Strategies

• Sales Incentives/Promotion

• Networking

• Public Relations

• Additional Strategies

Sale Incentives/promotions

Moped Club

Modeled after motorcycle clubs

Membership discounts

Free T-Shirts

Strategy: Build unity and connection with customers. Used to promote moped storage space services.

Networking

• Donate $300 to a University of Iowa student organization to send a mass e-mail promoting “safe riding” message to university students [Cause Marketing]

• Partner with the University of Iowa to allow students the ability of charging mopeds to u-bill

• Work with the city officials to provide renters with the option of purchasing a parking pass when renting a scooter.

Public Realtions – key messages

• Scoot Around Rentals has “Gone Green”

• “Low cost gas mileage”• “Motorcycles vs. Mopeds”• “Convenient parking”• Scoot Around Rentals establish

partnership to promote “Safe Riding”– Free helmets with every rental

• “Competitive pricing”• “Carry with care service”

Implementation of strategy

• Move-In day [dorms]

• Welcome Week

• Homecoming Parade

• Family Weekend

Move-in day - dorms

StrategyPlace workers at dorm locations

Hillcrest, Rienow, Quad, Slater [3]

Burge, Stanley, Daum, Currier [2]

Mayflower [1]• Distribute packages containing:

information, sales promotions, etc. • Place moped at each location (visual

purposes)

Hours: 11:00AM – 5:00PM

Welcome week

Monkey, and Banana on Moped

Plan

Strategy – shock the eyes of viewers meanwhile promoting business.

UI homecoming parade

“Scoot Around” in the 2011 Homecoming Parade

Strategy

Simply put: Easy Exposure to University of Iowa students and establishes a connection

Family weekend

Parents with Confidence CompetitionPurpose: Relieves parents anxiety concerning safety.

Rules: Parent only competition. Dorms with the most parents who have the courage to take a spin on one of our mopeds wins.

Teams: Would be assigned according to the students (child) place of residence. T-shirts with logo and different colors representing each dorm would be used as uniforms to differentiate teams.

Prize: Winning dorm receives, one time only, half off on weekend rental.

Strategy: Have a sign-up sheet to collect contact information (mass e-mail purposes). Distribute informational packages. T-shirts = Free Advertising.

Pr – media outlets

• Daily Iowan• Primary news source for

students and parents

• Press Citizen• Primary news source for Iowa City

community members

Additional advertising strategies

• Social media – Facebook

• Websites scootaround.com

• Campus Coupon book

• Place easily removable stickers on mopeds around Iowa City (promote storage facilities)

• SEO (Search Engine Optimization)