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    Zipcar

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    tahshan tonmoy
    Zipcar provides environmental and consumer benefits. It reduces emissions by decreasing the number of vehicles on the road. It also saves customers money and improves their health and convenience. Zipcar's brand image focuses on environmental concern and freedom while strongly engaging customers. Customers are very loyal to the brand like Harley Davidson riders. Positioning based on benefits is stronger than values since benefits are less likely to change, while values can be modified.

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    Zipcar

    Uploaded by

    tahshan tonmoy
    236 views1 page
    Zipcar provides environmental and consumer benefits. It reduces emissions by decreasing the number of vehicles on the road. It also saves customers money and improves their health and convenience. Zipcar's brand image focuses on environmental concern and freedom while strongly engaging customers. Customers are very loyal to the brand like Harley Davidson riders. Positioning based on benefits is stronger than values since benefits are less likely to change, while values can be modified.

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    Zipcar provides environmental and consumer benefits. It reduces emissions by decreasing the number of vehicles on the road. It also saves customers money and improves their health and convenience. Zipcar's brand image focuses on environmental concern and freedom while strongly engaging customers. Customers are very loyal to the brand like Harley Davidson riders. Positioning based on benefits is stronger than values since benefits are less likely to change, while values can be modified.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    236 views1 page

    Zipcar

    Uploaded by

    tahshan tonmoy
    Zipcar provides environmental and consumer benefits. It reduces emissions by decreasing the number of vehicles on the road. It also saves customers money and improves their health and convenience. Zipcar's brand image focuses on environmental concern and freedom while strongly engaging customers. Customers are very loyal to the brand like Harley Davidson riders. Positioning based on benefits is stronger than values since benefits are less likely to change, while values can be modified.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    of 1

    1. Evaluate Zipcar based on benefit-oriented positioning.

    Zipcar has many benefits, both environmental and consumer related. Environmental benefits
    include the reduction of emissions because of the lower number of vehicles on the road. Benefits to
    the consumer include increased health (half of Zipcar’s customers claim to have lost weight after
    becoming a customer), cost savings, convenience, etc.

    2. Describe the beliefs and values associated with Zipcar’s brand image.

    The main beliefs linked to Zipcar’s brand is about the natural environment concern, as well as
    providing freedom and a strong engagement with the customer. By supporting the environment
    cause, using mainly the moto “It’s not about Cars – It’s about Urban Life” they can affirm the good
    impacts that the service provides, as the statistics shows on average 2409000 gallons of crude oil are
    saved with the whole fleet.
    “Zipsters” how the customers are called, are so engaged with the service that they connection is
    compared in the book with the Harley Davidson Customers, as they also a kind of customer
    community, meetings and a kind of loyalty.
    3. Compare positioning based on benefits to positioning based on beliefs and values. Which is
    stronger?
    The positioning based on benefits is actually more accurate because is more about thing that will
    not change, when actually the beliefs includes primary and secondary values that can be modified.
    4. Do you think the acquisition of Zipcar by Avis will be positive or negative for Zipcar?

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