Ali Raza Awan

CASE: ZIPCAR AND UNH: CUSTOMER-DRIVEN MARKETING

Questions and Answers 1. Who is Zipcars target market? How might Zipcars market be further segmented? Zipcars focused mainly on entering universities and college campuses. The company acknowledges the 18-34 year olds as its most important market, who also hold the key to Zipcars popularity and the overall expansion of the car-sharing market. Zipcars target market is the people that dont want to or cant afford personal transport. Zipcars market can be further divided in demographic segmentation Consumer Markets Demographic Segmentation : Dividing markets on the basis of various demographic or socio-economic characteristics such as gender, age, income, occupation, household size, stage in family life cycle, education or ethnic group. Business Markets Demographic Segmentation : Begins with a good or service design intended to suit a specific organizational market.

2.

Describe how Zipcar might create a marketing mix for colleges and universities. Zipcars create a marketing mix for colleges and universities by blending of the four elements of marketing. Product strategy , distribution strategy, promotion strategy, and pricing strategy. That's because Zipcar works with colleges and universities to design a plan that fits their goals.

3.

Just as Zipcar must market to UNH, UNH in turn must market the Zipcar concept to its customers-students and faculty. Describe how studying consumer behavior could help select a strategy for UNHs marketing effort. After studying consumer behavior the most suitable strategy for UNHs marketing effort is the promotional strategy. Promotional Strategy : Effectively blends advertising, personal selling, sales promotion, and public relations to achieve its goals of informing, persuading, and influencing purchase decision.

4.

What steps can Zipcar take to manage its relationship with UNH? Zipcar can provide them discounts Flexible programs for faculty and staff Easy processing Zipcar can apply frequency marketing Frequency Marketing : Marketing initiative that rewards frequent purchases with cash, rebate, merchandise or other premiums.