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ZIPCAR: SAVING THE WORLD ONE CAR AT A TIME

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. 1999…. HISTORY. 2000-2007 Growth 2007 Merger Today 5,000 cars Markets Competition How’s it work. SWOT. Economic Recession

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ZIPCAR: SAVING THE WORLD ONE CAR AT A TIME

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  1. ZIPCAR:SAVING THE WORLD ONE CAR AT A TIME MKTG 600 – Dr. Vince CarterDEREK ABBOTT, KATIE BARTON, VIKRAM DEOL, JORGE HAIEK, RAJU JASSAR, JEN KUNZE

  2. 1999…

  3. HISTORY • 2000-2007 • Growth • 2007 • Merger • Today • 5,000 cars • Markets • Competition • How’s it work

  4. SWOT

  5. Economic Recession Gas prices SWOT • Social-Cultural • Quality of life • Ecological • Sustainable solutions • Technological • Acceptance of technology

  6. SWOT ANALYSIS

  7. DIFFERENTIATED MARKETING

  8. POSITIONING Eco Friendly Aesthetics and Style

  9. CUSTOMER CHARACTERISTICS • Derive great pleasure from using Sustainable products • Socially conscious – Zip Sharing • Save money by not owning a car • Heavily populated cities • Colleges

  10. ZIPCAR’S VALUES

  11. MARKET DIRECTION Mission Statement Growth Market Penetration Market Development

  12. SOCIETAL OBJECTIVES Greener/Cleaner Operations Charitable Activities Green Miles Energy Conservation Community Involvement

  13. PRODUCT

  14. PRODUCT STRATEGY • Features • On-Demand Mobility w/Advanced Technology • Benefits • “Green” service • All-Inclusive Rates • Lifestyle Quirks • Branding • “Zipsters” • Hip, urban edge w/Cool and frisky identity

  15. ZIPCAR DIFFERENTIATORS Always a “Green” solution! Practicality of car sharing mixed with the convenience of lifestyle. “Under -Age” crowd pleaser

  16. PRICE STRATEGY The pricing model should.. • Achieve the financial needs of the company • Be set at level where consumers are willing to pay that amount for the service • Align with the positioning of the company

  17. PRICING MODEL Economy Pricing Model- No-Frills… • Zipcar has began turning a profit • Low pricing insures that consumers are able to afford the service provided • 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)

  18. ZIPCAR VS. OTHERS

  19. ZIPCAR VS. OWNING

  20. PRODUCT LIFE CYCLE

  21. PERFORMANCEMEASUREMENT • Forecasting Zipster Growth • Analyze Growth in Targeted Market Segments • Domestic Markets • New International Markets

  22. PERFORMANCEMEASUREMENT • Budgeting Zipster Growth • Percentage of Sales Marketing for Existing ZipCar Markets • Objective-and-Task Budgeting for International Expansion • Performance Metrics • Societal Metrics • Net Promoter Score Green Miles!

  23. IMPLEMENTATION &CONTROL • Controls • 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 • Retrenchment from new markets • Discounted pricing in existing markets.

  24. No? Let’s go to BJ’s!Happy St. Patrick's Day! Questions?

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