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Zipcar

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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tahshan tonmoy
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279 views1 page

Zipcar

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.

Uploaded by

tahshan tonmoy
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as DOCX, PDF, TXT or read online on Scribd
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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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