zipcar: saving the world one car at a time mktg 600 – dr. vince carter derek abbott, katie barton,...
TRANSCRIPT
ZIPCAR:SAVING THE WORLD ONE CAR AT A TIME
MKTG 600 – Dr. Vince Carter
DEREK ABBOTT, KATIE BARTON, VIKRAM DEOL, JORGE HAIEK, RAJU JASSAR, JEN KUNZE
HISTORY
• 2000-2007o Growth
• 2007o Merger
o Todayo 5,000 carso Marketso Competitiono How’s it work
SWOT
• Economico Recessiono Gas prices
• Ecologicalo Sustainable solutions
• Social-Culturalo Quality of life
• Technologicalo Acceptance of
technology
OPPORTUNITIES STRENGTHSSearch for sustainable solutions
Zipcar lower impact than car ownership
Reduced spending Zipcar lower cost than car ownership
Desire to improve quality of life
Zipcar usage improves overall quality of life
SWOT ANALYSIS
DIFFERENTIATED MARKETINGSegment 1- Age
Segment 2- Driving Records
Segment 3- Afford Zip Fees
Segment 4- Location
Target Market
POSITIONING
Supplement Public
Transportation
Impress PeersWith Different
CarsSave Money
TargetSegments
Aestheticsand
Style
Eco Friendly
CUSTOMER CHARACTERISTICS
• Derive great pleasure from using Sustainable products
• Socially conscious – Zip Sharing• Save money by not owning a car• Heavily populated cities• Colleges
SOCIETAL OBJECTIVES
• Greener/Cleaner Operations
• Charitable Activities
– Green Miles
• Energy Conservation
• Community Involvement
PRODUCT STRATEGY
• Featureso On-Demand Mobility w/Advanced Technology
• Benefitso “Green” serviceo All-Inclusive Rateso Lifestyle Quirks
• Brandingo “Zipsters”o Hip, urban edge w/Cool and frisky identity
ZIPCAR DIFFERENTIATORSAlways a “Green” solution!
Practicality of car sharing mixed with the convenience of lifestyle.
“Under -Age” crowd pleaser
PRICE STRATEGY
The pricing model should..1. Achieve the financial needs of the company 2. Be set at level where consumers are willing to
pay that amount for the service 3. Align with the positioning of the company
PRICING MODEL
Economy Pricing Model- No-Frills…1. Zipcar has began turning a profit2. Low pricing insures that consumers are able to
afford the service provided3. For every new Zipcar that is added to the fleet,
15-20 personal use vehicle are taken off the road
Zipcar members save more than $500 a month (vs. car ownership)
PERFORMANCEMEASUREMENT
• Forecasting Zipster Growtho Analyze Growth in Targeted Market Segments• Domestic Markets• New International Markets
PERFORMANCEMEASUREMENT
• Budgeting Zipster Growtho Percentage of Sales Marketing for Existing ZipCar
Marketso Objective-and-Task Budgeting for International
Expansion
• Performance Metricso Societal Metricso Net Promoter Score
IMPLEMENTATION &CONTROL
• Controlso Strategic Controls Every 12 Months
• Evaluate Management of Marketing, Analyze Customer Relationships, Levels of Social Responsibility
• Annual Marketing Audit
• Contingency Plan– Prepare for Threats from Rental Agencies, Start-Ups
o Retrenchment from new marketso Discounted pricing in existing markets.