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S
GreenShare
Affordable. Convenient. Sustainable.
Eva Maria Arnadottir | Lisa Heinemann | Zachary Krumme | Oskar Litton | Sherry WuMGM Marketing Processes - Final Presentation 27.9.2012 - The Kiwis
Introduction• Service• Current Situation• Segmentation• Marketing Strategy• Evaluation• Budget
A step ahead…• Mission
To provide a green, simple, and affordable mode of transportation whenever, wherever our members need.
• Vision
To change the way people use motor vehicles and create a sustainable future for transportation.
Service• Sign-up.• Find nearby station.• Use a “green” Volvo.• Return it.
It’s that simple.
Current Situation
Weaknesses Strong Public Transport Non-Core Operation
Threats Other car-rental services Regulatory Hurdles
Strengths High Disposable Income High Societal Eco-Awareness Strong Existing Brand
Presence
Opportunities Untapped Market for short
(<4hr) inner-city trips Green Niche
Political Economic
Social
Technological
Environmental
Legal
1. New Demos2. Inc. Brand
Recognition
1. Latest Models
2. Recharging Stations
1. Hybrid2. Fully-
Electric
1. Insurance2. Driver’s
Licenses
1. Gov’t backs green projects
2. Favorable climate
1. ”Green”2. Leverage
Goodwill
Segmentation• Needs-basedand• Geography• Demography• Behavioral
Target Markets
Students
18-25 years
Inner city resident
Economical solution, convenience, independence
Light user
Market size: 70,000
Young Professionals
26-34 years
Inner city resident
Environmentally sound solution, convenience
Light to medium user
Market size: 200,000
Positioning
Volv
o Green
Share
Marketing Strategy• Hybrid blend of
traditional media together with new media
• Strategically placed print media
• Show Volvo Green Share is a part of the transportation ecosystem
Marketing Strategy• Marketing through new
forms of social media • Encourage happy
consumers to promote brand on their social media accounts
• Show the match in values we have with the consumer
Reach the consumer…• Use the parking spots as
billboards• Collaboration with local
businesses • Local events such as street
festivals and farmers markets - first-hand interaction with potential customers
• Create partnerships in order to increase credibility and awareness
How are we doing?• Marketing metrics• Online analysis• Customer database• Tracking system
It never goes according to plan• 350 signups first month• Growth rate average of
15%• 60 cars at the end of
the first year
• Obstacles - Reaction
Budget
Create Awareness
Make Impact
Stable Growth
Positive revenueIn year 1
Constant growth 5%
per m
Share 15% of Hertz
membership
Break even in year 2
Budget• 49 out of 57 can drive
a car, 48 of whom don’t have a car but would like to drive
• 68% are willing to use a car share service
• Price and convenience are the major concerns
Financial Impact & Marketing Budget
Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec-500000
0
500000
1000000
1500000
2000000
2500000
3000000
3500000
Volvo Green Share
Net Income Revenue Marketing
SThank You.GreenShare