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Zipcar

No description
by

Brenda Lazo

on 30 April 2014

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Transcript of Zipcar

Objectives
Mission Statement
To enable simple and responsible urban living. We envision a future where car-sharing members outnumber car owners in major cities around the globe.
Core Values
Deliver Results
Keep it Simple
Have an impact
Be the best we can be
Customer experience

Strengths
Easy Access:
Book Online/Mobile applicaton
18+ to rent
others require 21+
Users can choose vehicles based on their needs and preferences
Who We Are
Zipcar is a US membership-based carsharing company providing automobile reservations to its members, billable by the hour or day.
Zipcar was founded in 2000 by Cambridge, Massachusetts residents Antje Danielson and Robin Chase.

Marketing Strategies

Strategy 1:
Develop active social media platforms in order to keep target audiences aware and informed about Zipcar’s activities.
Strategy 2:
Use mass media to spread awareness about Zipcar’s activities.
Strategy 3:
Use outdoor/out-of-home advertising to build more awareness about Zipcar’s presence and activities.
Strategy 4:
Create a rewards program to build brand loyalty and retain users and members.
Weaknesses
Zipcar has various social media platforms to work with but lacks marketing strategies
According to customer feedback on the website, the company lacks customer service
Cars are not well maintained
Opportunities
Zipcar has the chance to expand around the globe
Zipcar can reach out to college campuses
It can partner up with car companies looking to market their cars
Threats
Responsible for the maintenance and fuel of the car
Relatively new company; there is competition with other companies with similar services
Many substitutes; other alternatives of transportation services

To increase promotional, advertising, and the public relations strategies and tactics to create more awareness about Zipcar and its services from May 23,2014 to May 23,2015


2
To increase Zipcar membership by 40% within a year of starting this new campaign

3
To increase Zipcar’s community involvement by 25% within a year of starting our new Zipcar campaign
1
Target Market
Demographic
• Age: 18-30
• Gender: 50% Male/Female
• Young Adults/ College Students
• Occupation:
o Employed
o Students
• Education: College Students

Geographic
• United States
• Focus: Los Angeles/ Orange County (Surrounding Counties)
• Cities: Long Beach, Los Angeles Anaheim, Pasadena, Fullerton, Irvine, Downey/Norwalk

Media Support
Marketing Mix
Product
A convenient form of transportation
Place
Zipcar can be booked in schools, cities, states and all across the worlds
After the Zipcar has been booked, it will be waiting for the customer at the time and location selected.
Price
All inclusive ( Gas and Insurance prepaid)
Promotion
Launches May 23, 2014
Social Media Campaign
Advertisements
Facebook, Spotify, YouTube, Radio, Billboards & Bus Stops
Social Media
Vine
Instagram
Twitter
Budget
Full transcript