People Movers - Market analysis 24.02.2010

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  • But what does all this mean?Substitutes are a huge issue, not only are we competing against low cost airlines, 37% have access to a vehicle to make a road trip.A mini-van is a viable option when you are travelling in large groups but almost 2/3 of these trips have been made with 4 or less people.The good news is that 58% of trips are made with friends, travelling with friends is what we perceived to be a typical People Movers trip.If the results had shown a high proportion of family travel or individual travellers we would of had to be concerned about the existence of a potential market for this service.Winter travel is something we must take into consideration – only 60% of our market travel and thus we must assess whether we stay open at this time of the year or close like many of our competitors do.
  • In contrast to the holidays all over Europe during the summer, our recipients were more inclined to travel closer to the Netherlands if they were to rent a Minivan, than further into eastern Europe.
  • The majority of youths are willing to consider our service Higher income earners are less likely to consider our service In the current market males are more likely to rent minivans than females Past minivan rentals experiences have been positive for youth Most importantly – Brand/Image is not an important factor for youth when considering renting a minivan. Price & Reliability are
  • People Movers - Market analysis 24.02.2010

    1. 1. Amanda van Hoornaar<br />Lisa van Vuuren<br />Suzanne Walthaus<br />
    2. 2.
    3. 3. The concept<br /><ul><li>What?
    4. 4. Where?
    5. 5. To whom?
    6. 6. For what?</li></ul>Minivan rental<br />The Netherlands<br />Youth<br />Vacations / Trips<br />
    7. 7. Marketsegmentation<br />Dutch population<br />Youth<br />But, who are they?<br />
    8. 8. TARgetmarket<br />Dutch Youth<br /><ul><li> Demographic
    9. 9. Psychographic
    10. 10. Geographic
    11. 11. Behaviouralistic</li></li></ul><li>Marketanalysis<br />Dutch Youth<br /><ul><li>Age: 18 – 24 years old
    12. 12. Nationality: Dutch
    13. 13. Education: Student or Recent Graduate
    14. 14. Family: No Children
    15. 15. Income: Low</li></ul>Demographic<br />Total youth 15 – 25 years old in 2009: 2.007.386<br />
    16. 16. Marketanalysis<br />Dutch Youth<br /><ul><li>FREE TIME: 6 hours a day
    17. 17. Communicative lifestyle</li></ul> - 99% uses INTERNET on a daily basis<br /><ul><li>SPORTING: 234 minutes per week
    18. 18. Partying </li></ul> - 33% visits a PUB weekly/ 33% monthly<br /><ul><li> SMOKING: 34,4%
    19. 19. Not interested in NATURE</li></ul>Psychographic<br />
    20. 20. Marketanalysis<br />Dutch Youth<br />Geographic<br />Most of the youths live in cities with more than 100.000 citizens<br />
    21. 21. Marketanalysis<br />Dutch Youth<br />Geographic<br />Less percntage youth in Limburg, Noord-Holland, Drenthe & Zeeland<br />
    22. 22. Marketanalysis<br />Dutch Youth<br />Behavioralistic<br /><ul><li> 65% went on holiday in 2001
    23. 23. Travelling with: Friends
    24. 24. Holiday: 1,5 times per year
    25. 25. Destination: inbound/outbound
    26. 26. Expenditures per holiday: € 600</li></li></ul><li>Marketanalysis<br />Dutch Youth & Travel<br />80% of the holidays are outbound <br />
    27. 27. Marketanalysis<br />Ourownanalysis<br /><ul><li> Short survey
    28. 28. Existing networks
    29. 29. Behaviour & Motivation travelling
    30. 30. Minivan opinion & intention</li></li></ul><li>Marketanalysis<br />WHO?<br /><ul><li> Age: 74% between 22-25
    31. 31. Sex: 55% Male 45% Female
    32. 32. Education: 78% University Educated
    33. 33. Marital Status: 49% Single
    34. 34. Nationality : 82% Dutch</li></li></ul><li>Marketanalysis<br />TYPICAL SUMMER HOLIDAY?<br /><ul><li> 7-14 days
    35. 35. 58% travelled with friends
    36. 36. 65% travelled with 4 or less
    37. 37. 49% by Air, 37% Car
    38. 38. Destinations all over Europe
    39. 39. WINTER?</li></ul>Only 60% went on a winter holiday in 5 years<br />
    40. 40. Marketanalysis<br />PAST MINIVAN EXPERIENCES<br />27% had rented a minivan<br />13% multiple times<br />85% of renters were male <br />92% had positive experiences<br />Quotes:<br />“Positive! Lots of fun, freedom, and your home is always with you.”<br />“Easy, all fit in, enough room in the back for luggage. Easy to have all people in one car.”<br />“Positive, because it was cozy, fun and cheap per person.”<br />
    41. 41. Marketanalysis<br />ATTITUDES TOWARDS MINIVANS<br />Price, Reliability most Important<br />Image/Brand least important<br />72.5% will consider renting<br />38% top income earners wouldn’t consider<br />79% of past minivan renters would consider<br />69% of non-renters would not consider renting<br />“Least thing I care for is the decoration, I would drive a van with Pampers on it if it saved me 20 euros.”<br />“As long as I do not look to much like a freaking hippy, so no flowers or peace signs.”<br />
    42. 42. Marketanalysis<br />ATTITUDES TOWARDS MINIVANS<br /><ul><li> Geographical use</li></ul>Europe: France, Spain, Germany, Italy, Portugal, Scandinavia<br /><ul><li>Western Europe focus.</li></li></ul><li>Marketanalysis<br />Ourownanalysis<br />KEY FINDINGS:<br /><ul><li> Price & Reliability over Branding
    43. 43. High consideration rate
    44. 44. High income = less consideration
    45. 45. Males more likely to rent minivans
    46. 46. Positive past minivan experiences</li></li></ul><li>Marketanalysis<br />Conclusions<br />We must be price competitive & reliable <br />We must be fashionable<br />In order to grow the market we must be more attractive than planes or private vehicles<br />Our goal must be providing an enjoyable experience to youths – a decorated van may not be the answer.<br />Further Research<br /><ul><li>Why aren’t females renting minivans
    47. 47. What additional services/options would make a youth minivan trip enjoyable
    48. 48. Who else might be interested.</li>

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