Zip Car
Marketing Plan
Created by: The 4 P’s
Jessica Burg
Alice Popescu
Ranjita Shetty
Ritesh Maskay
Project Summary
Car sharing is an economical and eco-friendly mode of transportation that is designed to fulfill a just-in-time need for personal access to passenger cars. This transportation network encourages people to be socially and environmentally responsible by minimizing private vehicle ownership. Car sharing started gaining popularity in the early 1990s in Europe. Today, such fleet of automobiles operates in 600 cities around the world, in 18 nations, and 4 continents. In the United States, a Massachusetts based car-sharing company Zipcar is the industry leader with over 400,000 users in 13 major cities, and 150 college campuses. Zipcar mainly operates in urban areas and in college towns where car ownership is lower and parking is expensive and/or limited. People are enjoying the convenience of reserving the car over the phone or online for a nominal fee on an hourly or per day basis. The cost of service includes the fuel, car maintenance, and insurance charges. Currently, the main goal of Zipcar is to enter into a new market segment at the University of New Orleans in New Orleans, Louisiana. Hence, the 4 P’s marketing team has developed an extensive marketing plan to introduce this revolutionary transit system to a much deserving community of the University of New Orleans. Based on our analysis, a public relation strategy is a very effective marketing strategy that can give Zipcar’s car sharing service on campus. Even though there are many hurdles to overcome in order to implement Zipcar on UNO’s campus, our implementation schedule has the full Zipcar transportation service on campus in the beginning of the Spring 2011 school semester..
I. What is ZipCar?
Zipcar is the world 's largest car sharing and car club service. It is an alternative to traditional car rental and car ownership. Zipcar transportation offers services to anyone interested in
Created by: The 4 P’s
Jessica Burg
Alice Popescu
Ranjita Shetty
Ritesh Maskay
Project Summary
Car sharing is an economical and eco-friendly mode of transportation that is designed to fulfill a just-in-time need for personal access to passenger cars. This transportation network encourages people to be socially and environmentally responsible by minimizing private vehicle ownership. Car sharing started gaining popularity in the early 1990s in Europe. Today, such fleet of automobiles operates in 600 cities around the world, in 18 nations, and 4 continents. In the United States, a Massachusetts based car-sharing company Zipcar is the industry leader with over 400,000 users in 13 major cities, and 150 college campuses. Zipcar mainly operates in urban areas and in college towns where car ownership is lower and parking is expensive and/or limited. People are enjoying the convenience of reserving the car over the phone or online for a nominal fee on an hourly or per day basis. The cost of service includes the fuel, car maintenance, and insurance charges. Currently, the main goal of Zipcar is to enter into a new market segment at the University of New Orleans in New Orleans, Louisiana. Hence, the 4 P’s marketing team has developed an extensive marketing plan to introduce this revolutionary transit system to a much deserving community of the University of New Orleans. Based on our analysis, a public relation strategy is a very effective marketing strategy that can give Zipcar’s car sharing service on campus. Even though there are many hurdles to overcome in order to implement Zipcar on UNO’s campus, our implementation schedule has the full Zipcar transportation service on campus in the beginning of the Spring 2011 school semester..
I. What is ZipCar?
Zipcar is the world 's largest car sharing and car club service. It is an alternative to traditional car rental and car ownership. Zipcar transportation offers services to anyone interested in
References: Kirsner, Scott. “Warning to Zipcar: Traffic Ahead.” The Boston Globe. 30 March 2008. July18. 2010. Grocer, Steven. “The 411 on the Zipcar IPO.” The Wall Street Journal.June 2010. July 15. 2010. Keegan, Paul. “Zipcar- The best new idea in business.” CNNMoney.com. 27 August 2009, July18. 2010. Addison, John. “Carsharing Competition:Hertz Chases Zipcar.” Gas 2.0. 19 December 2008. July 19. 2010. Trejos, Nancy. “Recession Lesson:Share and Swap Replaces Grab and Buy.” Washington Post. 17 July 2009. July 20. 2010. “Where can I find car sharing?” Carsharing.net. July 18. 2010