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
Amanda van Hoornaar<br />Lisa van Vuuren<br />Suzanne Walthaus<br />
WINTER?</li></ul>Only 60% went on a winter holiday in 5 years<br />
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 />
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 />
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
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
What additional services/options would make a youth minivan trip enjoyable