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?
Like the banking systems of many other countries around the world, the Australian banking system is quite concentrated, and dominated by a small number of banks - ANZ, CBA, NAB, WBC. The business of the banks outside Australia means their...
The purpose of your résumé is to get employers interested enough to contact you for an interview. The purpose of your application letter is to get employers interested enough to read your résumé. Keep your letter straightforward, fact-based, short, upbeat,...
What is "cyto" Language - 500. This is our definition of science. ... This prefix is used to describe 100 parts of the whole, or dividing the base unit into 100 equal parts. Answer: What is "centi" ...
Fermi National Accelerator Laboratory. Linac Momentum Dump. ... Rob Reilly. Linac Momentum DumpWhere we came from, where we are going. Dump Installation 1969. FESS & AD drawings 1969. Vacuum degradation December 4th 2007 ... Steel plate wall shielding Thickness. 10...
DRAPES. S = STATISTICS. A fact or data. Usually a percentage or number that supports your point in writing. Example: There has been a 30% increase in the scores since students started using DRAPES in their writing!
HD, DH, D2, HT, TH, T2 - Chemisorption on other surfaces ? silica ? Ice ? Langmuir-Hinshelwood Mechanism - H lifetime on the grain is VERY low @ T>30K Alternative LH mechanism: physisorbed H collides chemisorbed H Rôle of the...