Question

Briefly describe the process of segmentation, targeting and positioning that the marketers at Zipcar followed.

Answer 1

Answer -

• Segmentation - Zipcar applied parameters like profit potential, market responsiveness, stability and more importantly the needs and demands of the market. Based on these parameters they segmented their target audience.
• Targeting - Zipcar used a niche-targeting strategy. They mainly targeted urban populations who could afford a car but considering traffic and sharing preferences they want to share a ride to their destinations. They targeted people who value the environment-friendly communal minded urban populations.
• Positioning - Zipcar uses wireless technology to sustain its car-sharing business model. It is compatible with iPhone or Android phones to track the journey. It has also elaborately used social media to give their user a platform to share feedback and reviews thereby promoting word of mouth goodwill. Thus Zipcar strategically placed its business model in a niche market segment targeting a tech-equipped yet environment-friendly communal minded urban population.

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