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A Case study on Zipcar

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A Case study on Zipcar

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  1. A CASE STUDY on ZIPCAR: “IT’S NOT ABOUT CAR; IT’S ABOUT URBAN LIFE” Ref: Real Marketing 7.1 Page: 195 COURSE NAME: MARKETING MANAGEMENTCOURSE CODE: 5201 SUBMITTED BY MOHAMMAD KHALID HASSAN ID NO: ExMBA-190311 1ST YEAR 2ND TERM BA DISCIPLINE KHULNA UNIVERSITY SUBMITTED TO SARIF MOHAMMAD KHAN PROFESSOR BA DISCIPLINE KHULNA UNIVERSITY

  2. Zipcar, the world’s largest car-share company, Zipcar is an American car sharing company and a subsidiary of Avis Budget Group. Zipcar provides automobile reservations to its members, billable by the minute, hour or day; members may have to pay a monthly or annual membership fee in addition to car reservations charges. Zipcar was founded in 2000 by Antje Danielson and Robin Chase. • Now it has 325,000 passionate customers, or “Zipsters” as they are called. • people who live or work in densely populated neighborhoods in New York City, Boston, Atlanta, San Francisco, London, or one of the more than a dozen big cities in which Zipcaroperates • “It’s not about cars,” says CEO Griffith, “it’s about urban life. We’re creating a lifestyle brand that happens to have a lot of cars.”

  3. Geographic segmentationCar-sharing service Zipcarfocuses only on densely populated areas, positioning itself as a low-cost alternative to urban car ownership. As it has grown, Zipcarhas expanded its targeting to include a different type of urban dweller: businesses and other organizations.

  4. Benefits of using Zipcar • Reduced traffic congestion and carbon emissions. • It targeted green-minded customers with promotional pitches such as “We ❤ Earth” and “Imagine a world with a million fewer cars on the road.” • Reduced per person travel cost. • Giving various promotional packages like free bike riding to a lucky dieter in each of the 69 cities where Zipcars can be found. Surveyed dieters reported saving 67 percent on vehicle costs compared to operating their own cars. • Travelling Zipcar is convenient than other transportation system. Such for example owning a car in a densely populated urban area can be a real hassle. By living with less, the average Zipster saves $600 a month on car payments, insurance, gas, maintenance, and other car ownership expenses.

  5. Achievements of Zipcar • Companies such as Google now encourage employees to be environmentally conscious by commuting via a company shuttle and then using Zipcars for both business and personal use during the day. • Other companies are turning to Zipcar as an alternative to black sedans, long taxi rides, and congested parking lots. Government agencies are getting into the game as well. • The city of Washington, D.C., now saves more than $1 million a year using Zipcar. • In just the past six years, Zipcar’s annual revenues have grown from $2 million to $130 million, and it’s looking to hit $1 billion in revenues within the next few years. • In a year, Zipcar boosted its membership by more than 40 percent. Zipcar’s rapid growth has sounded alarms at the traditional car-rental giants. Enterprise, Hertz, Avis, and Thrifty now have their own car-sharing operations. • But Zipcar has a 10-year head start, cozy relationships in targeted neighborhoods, and an urban hipster creed that corporate giants like Hertz will have trouble matching. To Zipsters, Hertz rents cars, but Zipcar is part of their hectic urban lives.

  6. How to be a Member of Zipcar Zipcar lets customers focus on driving, not on the complexities of car ownership. It gives them freedom like “Wheels when you want them,” in four easy steps: “Join. Reserve. Unlock. Drive.” • To join, you pay a $50 annual fee and receive your personal Zipcard, which unlocks any of thousands of cars in urban areas around the world. • Then, when you need a car, reserve one—minutes or months in advance—online, by phone, or using an iPhone app. • You can choose the car you want, when and where you want it, and drive it for as little as $7 an hour, including gas, insurance, and free miles.

  7. THANKS TO ALL ALLAH HAFEEZ

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