This paper discusses Zipcar, a car-sharing business, and analyzes its media requirements for its marketing plan.
Written in 2005; 6,110 words; 5 sources; MLA; $ 144.95
Paper Summary:
This paper explain that Zipcar, operating in the eastern corridor of the United States, is a business which sells memberships in car sharing in which cars share various members, better utilizing the space within each car, and reducing the number of trips. The author points out that the company's marketing is done on the basis of neighborhoods, rather than by the whole city , because expansion of the company needs to be in relationship to current members so that they can maintain the ratio of twenty members per new car. The paper stresses that classical advertising methods are not effective in the car-sharing industry; media concentration should be posters, stickers on buses and trams and information leaflet drops in service-neighborhoods such as shops, pubs, universities business complexes and railway stations.
Table of Contents
Introduction
Analysis
Other Companies in the United States
Forms of Car Sharing
Market Sizes of Car Sharing
Target Audience Defined
Advertising Strategy
Customer Feedback and Added Benefits
Fleet Management
Public Relations
Advertising
Appendix I: International Market for Car Hiring by Individuals
Appendix II: Sales Appeal for Boston University Medical Center
From the Paper:
"Another good impact on the environment comes from the sales of old cars or avoidance of buying new cars by the users of these hired cars. Since the Zip cars are new cars, they are subject to stricter pollution controls and this also helps in terms of avoidance of pollution. The total reduction in the number of cars requires less of parking space and this helps in freeing up of the space for usage of green areas. There is also more efficient usage of existing parking spaces. In totality these vehicles have their own important place in the total network of transportation. It is helping the residents of the city to dispose of their own individual cars and is still meeting their transportation needs. Due to the interaction of the people within the group using this facility, there is also a necessarily developing feeling of a community."
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