Zipcar It's Not about Cars It's about Urban Life Case Study

Zipcar It's Not about Cars It's about Urban Life - Case Study Example By offering customers something other than the conventional car-rental, Zipcar offered an array of benefits that included reduced traveling time in densely populated cities like New York. By offering a variety of cars to choose from customers had the opportunity to experience new vehicles according to their moods. It helped in saving money and catered to their need of having a car without actually owning one. By tapping on their values of greening, it widely promoted the positive environmental impact of Zipcar through reduced emissions, fuel consumption etc. comfort of rental and easy accessibility also made it easy for customers to trial, use and remain loyal to the business. A2 Zipcar started off by tapping on one of the attributes of the prevalent value system, environment friendliness. By promoting the environmental benefits like reduced emissions and responsible initiative, Zipcar managed to differentiate itself from the other market players. Pairing this with a set of benefits like convenience, affordability, variety and green attitude etc., Zipcar was able to consolidate both the benefits and value to reflect the company’s image of economy and efficiency. The positioning of ‘we love earth’ and subsequent promotion of how they do so through their offering they are able to focus on how the efficiency of their business and its purpose contributes towards convenient, affordable and safe traveling. A3The value-based positioning by Zipcar based on environmental consciousness and responsible actions towards reducing environmental harm, which they started off with, was successful in giving them a strong footing in the market. This is the positioning that allowed them to differentiate themselves from the array of car rental services that were prevalent in the market at that.Customer oriented strategies are driven by the needs of the customers. A combination of tangible benefits and intangible values make a perfect strategy mix that can help gain market standing and make a business a success, much in the case of Zipcar.