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Cars On The Go Presentation
The document outlines a marketing strategy for a car-sharing service based in Toronto and Montreal, aiming to grow its membership by 11,500 and increase market share by 35%. It includes a SWOT analysis, identifies the target audience as students and young professionals, and proposes various promotional strategies including social media engagement, targeted emails, and advertising tactics. The budget for these initiatives totals $1,250,000, with specific costs associated with each marketing tactic to achieve the business objectives.
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Cars On The Go Presentation
- 1. Direct & Interactive ! Marketing Strategy Jessica Andreta Emir Atmaca Trang Bui Ana M. Cárdenas Jeffrey Wong
- 2. AGENDA Current Situation SWOT & Competitive Analysis Business Objectives Target Audience Strategies Offers Promotions Timeline and Budget
- 3. CURRENT SITUATION •Car sharing service based in Toronto • Service Toronto and Montreal • 30% market share in each market • 50 locations for drop off and pick-ups
- 4. • Annual membershipand pay per use model ! ! • Membership costs $45/year + $9.50/hour • Active members: 10,000 active in 2 markets • New customers annually: 4,750 START CAR SHARING RESERVE UNLOCK & GO RETURN
- 5. COMPETITIVE ANALYSIS C Image sources: AutoShare, car2go, Zipcar
- 6. SWOT Strengths ! • Offering the service in multiple cities • 30% in each market • Variety of vehicles and locations • Partnership with five universities and access to their database Weaknesses ! • Reservations are done only online • Lack of mobile app • Lack of loyalty and referral programs
- 7. SWOT Opportunities ! •Cost effective alternative in urban centres • Condo Boom in the major cities • Challenging economic conditions household / insurance, fees and gas • Concern in environmental issues ! Threats ! • Quickly growing market • Ca r dea ler ships and rent a l companies want to provide car-sharing alternatives • Low differentiation within market competitors • Personal privacy concerns with anonymous car share and mobile app information
- 8. BUSINESS OBJECTIVES •Growmembership base by 11,500 •Increase market share by 35% in Toronto and Montreal •Increas e social media presence: Twitter by 2K and Facebook by 10K
- 9. TARGET AUDIENCE Studentsand young professionals Age Range: 19-34
- 10. STRATEGY Integrate COTGservices into innovative and cost-effective social platforms that allow brand engagement, community building and ongoing interactions with key audiences
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- 14. WHY? Technology Savvy Fun!! Social
- 15. Expert Baby Boy/Girl 30 minutes free drive Levels 1 hour free drive
- 16. OFFERS Discount Membership Save 20% ! Referrals Free drive of 1 hour for each person
- 17. PROMOTIONS Targeted E-mails ! • Send a fun email with graphic ! • Easy and attractive way to show the information ! • Use inbound links
- 18. Facebook/Twitter Contests •Share and like the posts and get a chance to r e c e i v e f r e e 1 5 minute drive ! • A quiz each month, and first 20 followers who reply correctly will get 1 hour free ride
- 19. Ads on PublicTransit During the School Year • Target students who need long rides to commute to school • This tactic will encourage students to try or at least learn more about our service
- 20. Ads on thego in Montreal and Toronto • For people to see COTG everywhere they go to generate curiosity ! • This is a mass advertising t e c h n i q u e , b u t i t i s important for people to have us on their minds if they do need a car sharing service (Bill Boards)
- 21. Set up Boothsat university fairs and club fairs • For high school students going to university (not yet customers) • Allow us to reach new potential customers as a first line of communication Ads in magazines & newspapers • Metro and NOW are offered for free to commuters on their long rides home • Once again, this will help reach out to more students, which is our main target
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- 23. B U D G E T Tactic Cost of tactic Number of contacts Expected RR% Expected # Sales Cost per response ROI % Engagement Mobile Application $65,424 Corporate Website $4,800 App Offers Download App Offer $124,200 21,000.00 Expert Level Rewards $12,420 18,000.00 Social Media Social Media Share and Like $414 10,000.00 Social Media Quiz Contest $3,312 10,000 Acquisition Discount Membership $51,750 11,500 0.5 5,750 $9.00 Referral Offer $65,550 11,500 0.3 3,450.00 $20.00 Promotion Google AdWords $72,000.00 100,000 0.03 3,000.00 $24.00 88% University/ College Fair $40,000 72,860.00 0.02 1,457.20 $27.45 64% Newspaper/ Magazine Ads $175,000.00 100,000.00 0.04 4,000.00 $43.75 3% Targeted Email $50,000.00 240,000 0.01 2,400.00 $20.83 116% Facebook Ads $43,680 240,000 0.006 1440 $30.33 48% ($120/day) Outdoor Ads (Billboard, $504,000 1,000,000.00 0.005 5,000 $100.80 -55% · In-app/ game Ads (List) $2,000.00 8,000.00 0.01 80 $25.00 80% YouTube Ads $32,000.00 600,000.00 0.0015 900 $35.56 27% Total Cost $1,250,000 18,277.20 *The ultimate goal by the end of 2015 is to have 11,500 new COTG customers.
- 24. GAMIFY. SIMPLIFY. LessCar More GO