Transcript Marketing- Presentation on Zipcar

New Product
Strategy
Test Making
Idea Generation
Development
Idea Screening
Business Analysis
Commercialization
History
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Robin Chase founded Zipcar in 1999
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Used model that was created in Europe
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Opened offices in 2000
◦ First office was in Boston, Massachusetts
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Merged with Flexcar in 2007
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2009: has 300,000 customers
1
•Apply online
2
•Reserve a car
3
•Unlock car
4
•Drive
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Zipcar does not make the customer pay for
insurance
◦ It is included in your membership.
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If the customer gets into an accident and its
his/her fault, Zipcar will charge a damage
fee up to $500 dollars.
If there are injuries or damage made, the
customer is covered by a Loss and Liability
Policy.
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Application Fee: $25
Annual Fee: $50
Add Driver to Account
◦ Application Fee: $25
◦ Annual Fee: $60
Cost to Drive: $8 per hr. or $60 per day
◦ Covers: fuel, insurance and 180 miles
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Other Fees
◦ Toll: paid by driver
◦ NJ: $5 Domestic Security Fee
◦ Penalties
 Returning car late: $50
 Cancelled/ Shortened reservation: $3.50
Car Rental
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Company: Large
rental company
Car: Kia Rio
Daily Rate: $43
Fuel: $10
Insurance: $21.95
21-25 Age
Surcharge: $30
Parking: $8
Total: $86.95
Zipcar
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Company: Zipcar
Car: VW Jetta
Daily Rate: $69 or by
hr. $7
Fuel: Included
Insurance: Included
21-25 Age
Surcharge: None
Parking: None
Total: $69
Car Ownership
Car: Chevy Impala or
Ford Fusion
 Car Payment: $238
 Finance Charges: $62
 Insurance: $80
 Fuel: $78
 License/Registration/
Taxes: $45
 Maintenance/Tires: $46
 Parking: $175
 Total: $769 per month
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Zipcar
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Zipcar: Whatever your
little heart desires
If you drive a lot:
$272/month (Several
trips each week and a
weekend trek)
If you drive a fair
amount: $126/month
(A couple trips each week)
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If you don’t drive
much: $28/month
(About one trip a week)
Zipcar in the REDS
Expect to see profits in 2009
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Zipcar Cities
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Atlanta
Boston
Chicago
London
New York/ New
Jersey
Philadelphia
Toronto, Canada
San Francisco
Washington DC
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Zipcar Universities
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Dickinson College
California State Chico
UC Davis
University of New Hamp.
Elmhurst College
SUNY Geneseo
Hofstra University
California State Long B.
University of Alabama
Wesleyan University
Caltech
Consumers
Businesses
Universities
Government
Get
university
Less money
spent by
university
and student
Less
parking
lots built
Less
crowded
parking
Convenient
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Website
www.zipcar.com
Email
[email protected]
High
percentage
of loyalty
Personalized
emails
High
percentage
of returning
customers
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Help the country go GREEN
◦ Cutting down drastically on the amount of cars in
the road reduces gas and oil consumption.
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Rent a car from HYBRID to CONVERTIBLE
◦ Can select amenities like sunroof, ipod adaptors,
etc.
◦ Pick any type of car that fits your lifestyle.