zipcar - team presentation crm - acp marketing - university of california irvine, 2013
DESCRIPTION
Zipcar - Team Presentation Customer Relationship Management (CRM) - ACP Marketing - University of California Irvine, Fall, 2013TRANSCRIPT
CustomerRelationshipManagementMariko IchikawaKaori HanamiAna SassoYusra CankayaTsuyoshi Tateishi
A Individual buyer
2.Get Interest“What’s ZIP Car ? ”
A business buyer
2.Get interest
Sales person of ZIP CAR
From other company 3. Search
1.Get Attention from AD or Friends
4. Action
Be the ZIP STAR
5. Share
Post on FB,
3.Understand
4.Action
5.Success
6.influence
Searching is necessary!!
A Individual buyer
A business buyer
campaign via social mediaencourage the actual buyer to post on FB about the experience of ZIP Car.
Public Relation marketingthe successful case like IKEA appear in the newspaper which a potential buyers read.
Spread the good reputation !!!
Characteristics of ZipcarLess expensiveMore convenientMore fun
Consumer behavior…-They choose car sharing rather than owing a car.-They take public transportation, bike, walk, and carpool.-They save money for their life events like buying houses, tuitions, retirement.
Characteristics of ZipcarLong-term relationship (CLV) Students …want to save money 20~30s …buy houses 30~50s …tuition for children, think about environment 50s~ …prepare for retirement
Postpone owing a car
Sell their cars and shift to
share
Use database of customers and approach by age, family structures, occupations and states
Non-users and ZipstersNON USER
Afraid about security;
Prefers own car;
Don’t know about the product OR
Know about it, but don’t trust it.
ZIPSTER
Prefers to save money;
Are eco-friendly (but not always);
Knows the product and can give reviews on it;
It’s convenient for them.
CRM
CRM for non-users and Zipsters
Social Media Channels need to be a good source of
information!
Encourage zipsters’ reviews and convince non-users with
them! (Affiliates program)
Self concepts
Corporate Customers
Founder of Twitter tweets….
“Zipcar is one of my favorite
ways to get around San Francisco.”
“We wanted to avoid the
cost of taking taxis everywhere
”
Retain
Enhance
CRM for Business User
• Introduce those clients voices• Existing clients’ related companies• Competitors of clients
Acquire
• Seminar / Introduction to employees of the corporate clients
• Use CRM software to identify and reward loyal customers in corporate clients.