MKTG 600 Dr. Vince Carter DEREK ABBOTT, KATIE

MKTG 600  Dr. Vince Carter DEREK ABBOTT, KATIE

MKTG 600 Dr. Vince Carter DEREK ABBOTT, KATIE BARTON, VIKRAM DEOL, JORGE HAIEK, RAJU JASSAR, JEN KUNZE ZIPCAR: SAVING THE WORLD ONE CAR AT A TIME 1999

HISTORY 2000-2007 o Growth 2007 o Merger o Today o 5,000 cars

o Markets o Competition o Hows it work SWOT SWOT Economic Social-Cultural

o Recession o Gas prices o Quality of life Ecological o Sustainable solutions Technological

o Acceptance of technology SWOT ANALYSIS OPPORTUNITIES STRENGTHS Search for sustainable solutions

Zipcar lower impact than car ownership Reduced spending Zipcar lower cost than car ownership Desire to improve quality of Zipcar usage improves

overall quality of life life DIFFERENTIATED MARKETING Segment 1- Age Segment 4Location Target Market

Segment 2Driving Records Segment 3- Afford Zip Fees POSITIONING Eco Friendly Supplement Public

Transportation Target Segments Impress Peers With Different Cars Aesthetics

and Style Save Money CUSTOMER CHARACTERISTICS Derive great pleasure from using Sustainable products

Socially conscious Zip Sharing Save money by not owning a car Heavily populated cities Colleges ZIPCARS VALUES MARKET DIRECTION Mission Statement Growth

Market Penetration Market Development SOCIETAL OBJECTIVES Greener/Cleaner Operations Charitable Activities Green Miles Energy Conservation

Community Involvement PRODUCT Core Product Actual Product Augmented Product Potential Product PRODUCT STRATEGY Features

o On-Demand Mobility w/Advanced Technology Benefits o Green service o All-Inclusive Rates o Lifestyle Quirks Branding o Zipsters o Hip, urban edge w/Cool and frisky identity

ZIPCAR DIFFERENTIATORS Always 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 profit

2. Low pricing insures that consumers are able to afford the service provided 3. 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)

ZIPCAR VS. OTHERS ZIPCAR VS. OWNING PRODUCT LIFE CYCLE PERFORMANCE MEASUREMENT Forecasting Zipster Growth o

Analyze Growth in Targeted Market Segments Domestic Markets New International Markets PERFORMANCE MEASUREMENT Budgeting Zipster Growth o

o Percentage of Sales Marketing for Existing ZipCar Markets Objective-and-Task Budgeting for International Expansion Performance Metrics o o

Societal Metrics Net Promoter Score IMPLEMENTATION & CONTROL Controls o 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 o

Retrenchment from new markets Discounted pricing in existing markets. No? Lets go to BJs! Happy St. Patrick's Day! Questions?

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