S

GreenShare

Affordable. Convenient. Sustainable.

Eva Maria Arnadottir | Lisa Heinemann | Zachary Krumme | Oskar Litton | Sherry WuMGM Marketing Processes - Final Presentation 27.9.2012 - The Kiwis

Introduction• Service• Current Situation• Segmentation• Marketing Strategy• Evaluation• Budget

A step ahead…• Mission

To provide a green, simple, and affordable mode of transportation whenever, wherever our members need.

• Vision

To change the way people use motor vehicles and create a sustainable future for transportation.

Service• Sign-up.• Find nearby station.• Use a “green” Volvo.• Return it.

It’s that simple.

Current Situation

Weaknesses Strong Public Transport Non-Core Operation

Threats Other car-rental services Regulatory Hurdles

Strengths High Disposable Income High Societal Eco-Awareness Strong Existing Brand

Presence

Opportunities Untapped Market for short

(<4hr) inner-city trips Green Niche

Political Economic

Social

Technological

Environmental

Legal

1. New Demos2. Inc. Brand

Recognition

1. Latest Models

2. Recharging Stations

1. Hybrid2. Fully-

Electric

1. Insurance2. Driver’s

Licenses

1. Gov’t backs green projects

2. Favorable climate

1. ”Green”2. Leverage

Goodwill

Segmentation• Needs-basedand• Geography• Demography• Behavioral

Target Markets

Students

18-25 years

Inner city resident

Economical solution, convenience, independence

Light user

Market size: 70,000

Young Professionals

26-34 years

Inner city resident

Environmentally sound solution, convenience

Light to medium user

Market size: 200,000

Positioning

Volv

o Green

Share

Marketing Strategy• Hybrid blend of

traditional media together with new media

• Strategically placed print media

• Show Volvo Green Share is a part of the transportation ecosystem

Marketing Strategy• Marketing through new

forms of social media • Encourage happy

consumers to promote brand on their social media accounts

• Show the match in values we have with the consumer

Reach the consumer…• Use the parking spots as

billboards• Collaboration with local

businesses • Local events such as street

festivals and farmers markets - first-hand interaction with potential customers

• Create partnerships in order to increase credibility and awareness

How are we doing?• Marketing metrics• Online analysis• Customer database• Tracking system

It never goes according to plan• 350 signups first month• Growth rate average of

15%• 60 cars at the end of

the first year

• Obstacles - Reaction

Budget

Create Awareness

Make Impact

Stable Growth

Positive revenueIn year 1

Constant growth 5%

per m

Share 15% of Hertz

membership

Break even in year 2

Budget• 49 out of 57 can drive

a car, 48 of whom don’t have a car but would like to drive

• 68% are willing to use a car share service

• Price and convenience are the major concerns

Financial Impact & Marketing Budget

Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec-500000

0

500000

1000000

1500000

2000000

2500000

3000000

3500000

Volvo Green Share

Net Income Revenue Marketing

SThank You.GreenShare