Zipcar STP | Analyse

Indholdsfortegnelse
Analyze Zipcar’s segmentation and targeting strategy for the US consumer market. Also suggest which segments that are the most attractive for Zipcar in the US-market using a pre-made segmentation model.

- Zipcar’s market targeting strategy is differentiated.
- Geographic segmentation
- Demographic segmentation
- Psychographic segmentation
- Behavioral segmentation

VALS US Segmentation model
- Thinkers

Assume that Zipcar wanted to launch their car-sharing service in the Danish market. Make use of one of the pre-made segmentation models, and point out who they should target in the Danish market.

- Conzoom segmentation model
- H - Unge på vej
- H1 - Kollegier
- E - Urban mangfoldighed
- E2 - Ung andel
- E4 - Duopolerne

Discuss Zipcar’s positioning in the US car-sharing market
- Clarity
- Consistency
- Competitive advantage
- Trustworthy

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Uddrag
Zipcar’s market targeting strategy is differentiated. Zipcar offers different things to the several segments they focus on.

For example, they have a strategic alliance with AARP, which is an American non-profit organisation, which is only available for people who are 50 years of age or older.

This partnership appeals to the segment of “urban boomers”, which are customers who are older, live in a metropolitan area/large city, and are tech savvy. This accounts for about 15% of their membership base.

They also make use of peer-to-peer marketing by hiring college students to be ambassadors for them.

Additionally, they are also active on social media with hashtags that encourage users to sing “caraoke” in their Zipcar, or shoot trickshots on Zipcar’s parking spaces.

This segment is for the “urbanites” or millenials, where saving money, being able to get around quickly and cutting down on pollution are important factors. This is more than 50% of their membership base.

So to sum up, Zipcar’s market targeting strategy is differentiated, because they have different marketing strategies for different segments.

Zipcar’s segmentation strategy mainly utilizes a mix of geographic segmentation and demographic segmentation along with psychographic and behavioral segmentation.

Geographic segmentation
The geographic segmentation is found in the fact that they focus on the density or more specifically, urban areas.

Zipcar’s entire business model is based upon the fact that their customers need to get around by car only sometimes, and not always.

This way of life is very common in urban areas with high population, which is why they focus on the quick, easy and cheap way of getting around by Zipcar in urban areas.

Demographic segmentation
Zipcar uses demographic segmentation, which allows them to focus more on age and generation.

This focus is seen in their strategy concerning college ambassadors, which (generally) appeals to a certain age, as well as their mentioned strategic alliance for “urban boomers” which appeals to an older generation/age.