Indholdsfortegnelse
1. Describe Zipcar's segments briefly, and analyze the segmentation variables for the US-market - meaning that you analyze what segmentation variables you think they have made use of? Also suggest witch segments that would be most attractive for Zipcar in the US-market using a pre-made segmentation analysis. (40%)
2. Analyze and discuss Zipcar's targeting strategy. (20%)
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Uddrag
Zipcar is a car rental business which substitutes car ownership. It consists off an app with possibility of a monthly or annual subscription and a keycard.
In 2009 more Americans got rid of their car than those who purchased new cars. When creating a car sharing business
there will automatically occur different costumer segment with different needs and interests all depending on different segmentation variables such as, geographical ( city size, density…)
demographical ( age, income, generation…), psychographic ( social class lifestyle…) and behavioral (loyalty, benefits, occasions….).
When dividing your target group into small individual groups /segments, it is easier for the company to target their customers.
This way they waste less marketing money on costumer who are not interested in their product and will end up being more competitive.
Zipcar has chosen to mainly focus on urbanites, which are people living in the cities (usually big cities)
millennials which are people from age 18-34 and urban boomer who are adults living in urban areas that may have lived in the suburbs but have chosen to move back to a city area.
They have chosen to focus on these three different segments for different reasons. One being the fact that living in the city and owning a car might be too expensive or too complicated (for example finding a parking spot and paying for it)
but still sometimes may need a form of transport other than public transport. When targeting Urbanites, they’ve made sure to focus a lot on tailoring messages regarding their positive impact on the environment as well as the cost savings.
They for example made sure to show important facts on their website such as every Zipcar takes approximately 13 personally owned cars off the road.
They have also made sure to include reviews from other Zipcars users as they have noticed that urbanites (and millennials) tend to respect their peers.
Millennials make up for more than half of the entire membership base. The millennials are Zipcar’s most loyal and engaged members, so they have made sure to really make an effort to interact with them.
As I mentioned before, millennials rank between the age 18 and 34, so one would most likely find a lot of millennials on college campuses.
Zipcar have made use of that and have made presence on over 600 college where they’ve created a marketing approach which is based on campus ambassadors where Zipcar employees create different events in different colleges
so millennials get more involved with the brand. Urban boomers who are a part of the baby boomer generation take up 15% of the members and are also a big a big part of the market.
Here they have taken focus on partnering up with AARP which is a nonprofitable counseling brand for people over 50 where if you have an AARP membership
the costumer would get a discount when creating a Zipcar membership, making it very easy for boomers. Besides that
they have remarked that a huge part of the urban boomers are extremely active on Facebook which gave Zipcar the idea of creating video reviews of urban boomers themselves so other urban boomers can understand and see what the brand Zipcar is all about.
Zipcar was founded in the year 2000 as an alternative of owning a car. The car rental brand quickly got popular on the market. Especially in big cities and college campuses.
As I mentioned earlier, when creating a car sharing business, there will automatically occur different costumer segment with different needs and interests all depending on different segmentation variables.
To create these different segments you have to analyze the market by going through 3 steps before developing a positioning and targeting strategy ; define the potential market, find relevant segmentation variables, segment the market.
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