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IMC Strategy for Zoomcar

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A project that analyses the IMC strategies of Zoomcar and its competitors while considering various touchpoints, both offline and online to provide suggestions on how Zoomcar can improve its brand perception and marketing efforts.

Published in: Marketing
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IMC Strategy for Zoomcar

  1. 1. Developing an IMC Strategy for SEMESTER PROJECT FOR INTEGRATED MARKETING COMMUNICATIONS Bachelors of Management Studies (Marketing) | Year 2015-16 | Shaheed Sukhdev College of Business Studies Presented by Aakriti Aggarwal, Archit Kaushik, Atishay Jain, Gaurav Singh, Priyal Jain, Reba Singh
  2. 2. Brand 2 INTEGRATED MARKETING COMMUNICATION SEMESTER PROJECT: BMS (Marketing) | Year 2015-16
  3. 3. BRAND__Overview 3 • David Back and Greg Moran graduated from University of Pennsylvania, in 2007, dropped out to move to India and pursue Zoom • Launched operations in Bangalore in 2013, started with a fleet of 7 cars • Zoomcar entered 2 other cities including Pune and Delhi • As of October 2014, Zoom operates more than 250 cars in Bangalore • Population Characteristic (Educated, Have lived abroad) • Location (Majority from outside Karnataka, non-car owners) • Tech City of India (Easy adaptability to change) • Infrastructure & Culture (Safety of vehicles, logistical ease) • Vehicle Ownership (Less than 15% households own a vehicle) History Why Bangalore INTEGRATED MARKETING COMMUNICATION SEMESTER PROJECT: BMS (Marketing) | Year 2015-16
  4. 4. PRODUCT__Overview 4 • Registration: Security deposit of 5000Rs through credit card only. • Payment: Hourly charge of vehicle + x amount per km driven depending on car model. • Tracking: All fleets have GPS and other transmission devices which captures the location and tracks use • Security and Theft: Commercial number plates ensures at State RTO your vehicle will be checked, minimization of stolen/misuse of vehicle INTEGRATED MARKETING COMMUNICATION SEMESTER PROJECT: BMS (Marketing) | Year 2015-16 Features & Details
  5. 5. PRODUCT__Website 5 INTEGRATED MARKETING COMMUNICATION SEMESTER PROJECT: BMS (Marketing) | Year 2015-16
  6. 6. PRODUCT__Website 6 INTEGRATED MARKETING COMMUNICATION SEMESTER PROJECT: BMS (Marketing) | Year 2015-16
  7. 7. PRODUCT__Website 7 INTEGRATED MARKETING COMMUNICATION SEMESTER PROJECT: BMS (Marketing) | Year 2015-16
  8. 8. PRODUCT__Website 8 INTEGRATED MARKETING COMMUNICATION SEMESTER PROJECT: BMS (Marketing) | Year 2015-16
  9. 9. PRODUCT__Website 9 INTEGRATED MARKETING COMMUNICATION SEMESTER PROJECT: BMS (Marketing) | Year 2015-16
  10. 10. PRODUCT__Website 10 INTEGRATED MARKETING COMMUNICATION SEMESTER PROJECT: BMS (Marketing) | Year 2015-16
  11. 11. PRODUCT__App Store 11 INTEGRATED MARKETING COMMUNICATION SEMESTER PROJECT: BMS (Marketing) | Year 2015-16
  12. 12. PRODUCT__Mobile App INTEGRATED MARKETING COMMUNICATION SEMESTER PROJECT: BMS (Marketing) | Year 2015-16 12
  13. 13. PRODUCT__Mobile App INTEGRATED MARKETING COMMUNICATION SEMESTER PROJECT: BMS (Marketing) | Year 2015-16 13
  14. 14. PRODUCT__Facebook INTEGRATED MARKETING COMMUNICATION SEMESTER PROJECT: BMS (Marketing) | Year 2015-16 14
  15. 15. PRODUCT__Facebook INTEGRATED MARKETING COMMUNICATION SEMESTER PROJECT: BMS (Marketing) | Year 2015-16 15
  16. 16. PRODUCT__Facebook INTEGRATED MARKETING COMMUNICATION SEMESTER PROJECT: BMS (Marketing) | Year 2015-16 16
  17. 17. PRODUCT__Facebook INTEGRATED MARKETING COMMUNICATION SEMESTER PROJECT: BMS (Marketing) | Year 2015-16 17
  18. 18. PRODUCT__Facebook INTEGRATED MARKETING COMMUNICATION SEMESTER PROJECT: BMS (Marketing) | Year 2015-16 18
  19. 19. PRODUCT__Facebook INTEGRATED MARKETING COMMUNICATION SEMESTER PROJECT: BMS (Marketing) | Year 2015-16 19
  20. 20. PRODUCT__Facebook INTEGRATED MARKETING COMMUNICATION SEMESTER PROJECT: BMS (Marketing) | Year 2015-16 20
  21. 21. PRODUCT__Facebook INTEGRATED MARKETING COMMUNICATION SEMESTER PROJECT: BMS (Marketing) | Year 2015-16 21
  22. 22. PRODUCT__Facebook INTEGRATED MARKETING COMMUNICATION SEMESTER PROJECT: BMS (Marketing) | Year 2015-16 22
  23. 23. PRODUCT__Facebook INTEGRATED MARKETING COMMUNICATION SEMESTER PROJECT: BMS (Marketing) | Year 2015-16 23
  24. 24. PRODUCT__Facebook INTEGRATED MARKETING COMMUNICATION SEMESTER PROJECT: BMS (Marketing) | Year 2015-16 24
  25. 25. PRODUCT__Facebook INTEGRATED MARKETING COMMUNICATION SEMESTER PROJECT: BMS (Marketing) | Year 2015-16 25
  26. 26. PRODUCT__Facebook INTEGRATED MARKETING COMMUNICATION SEMESTER PROJECT: BMS (Marketing) | Year 2015-16 26
  27. 27. PRODUCT__Facebook INTEGRATED MARKETING COMMUNICATION SEMESTER PROJECT: BMS (Marketing) | Year 2015-16 27
  28. 28. PRODUCT__Facebook INTEGRATED MARKETING COMMUNICATION SEMESTER PROJECT: BMS (Marketing) | Year 2015-16 28
  29. 29. PRODUCT__Twitter INTEGRATED MARKETING COMMUNICATION SEMESTER PROJECT: BMS (Marketing) | Year 2015-16 29
  30. 30. PRODUCT__Twitter INTEGRATED MARKETING COMMUNICATION SEMESTER PROJECT: BMS (Marketing) | Year 2015-16 30
  31. 31. PRODUCT__Instagram INTEGRATED MARKETING COMMUNICATION SEMESTER PROJECT: BMS (Marketing) | Year 2015-16 31
  32. 32. PRODUCT__YouTube INTEGRATED MARKETING COMMUNICATION SEMESTER PROJECT: BMS (Marketing) | Year 2015-16 33
  33. 33. PRODUCT__Offline INTEGRATED MARKETING COMMUNICATION SEMESTER PROJECT: BMS (Marketing) | Year 2015-16 37
  34. 34. PRODUCT__Offline INTEGRATED MARKETING COMMUNICATION SEMESTER PROJECT: BMS (Marketing) | Year 2015-16 38
  35. 35. PRODUCT__Offline INTEGRATED MARKETING COMMUNICATION SEMESTER PROJECT: BMS (Marketing) | Year 2015-16 39
  36. 36. PRODUCT__Offline INTEGRATED MARKETING COMMUNICATION SEMESTER PROJECT: BMS (Marketing) | Year 2015-16 40
  37. 37. PRODUCT__Offline INTEGRATED MARKETING COMMUNICATION SEMESTER PROJECT: BMS (Marketing) | Year 2015-16 41
  38. 38. PRODUCT__Partnerships INTEGRATED MARKETING COMMUNICATION SEMESTER PROJECT: BMS (Marketing) | Year 2015-16 42 • Zoom partners with the auto manufacturers like Ford & Mahindra which allowed them to become the first car rental company in India to offer an electric vehicle (the Mahindra REVA E2O by Mahindra) and the Ford EcoSport “Urban SUV by Ford” in 2013. • Zoom also works with locally established real estate developers, universities, hotels, and corporate IT parks to secure parking for its vehicles and offer pick-up points to its members. • In November 2013, Zoom, Uber (a cab booking mobile app provider) and the Ashoka Foundation came together and launched a month-long campaign in Bangalore called RideSmartBLR to encourage car-sharing and discourage drunk driving for its health, economical and environmental benefits. • Zoom was a member of Microsoft's Accelerator Plus Program in Bangalore. This program is designed to provide more tailored assistance to later-stage start-ups as they scale their business and raise capital.
  39. 39. 43 COMPETITORS INTEGRATED MARKETING COMMUNICATION SEMESTER PROJECT: BMS (Marketing) | Year 2015-16
  40. 40. 44 COMPETITORS__Revv__Overview Launched July 27th 2015 Operates in Delhi NCR USP: • Doorstep Delivery • Unlimited Kilometers INTEGRATED MARKETING COMMUNICATION SEMESTER PROJECT: BMS (Marketing) | Year 2015-16
  41. 41. 45 COMPETITORS__Revv__IMC Social Media – Facebook/Twitter INTEGRATED MARKETING COMMUNICATION SEMESTER PROJECT: BMS (Marketing) | Year 2015-16
  42. 42. 46 COMPETITORS__Revv__IMC Sales Promotion – Contests, Offers and Discounts INTEGRATED MARKETING COMMUNICATION SEMESTER PROJECT: BMS (Marketing) | Year 2015-16
  43. 43. 47 COMPETITORS__Micar__Overview Founded Spring 2013 Features: • No KM cost pre-loaded • Extend in multiples of 15 minutes • Hassle Free Usage • Insurance • Mi Key Card USP: • Car Sharing Club: Members Only • 24x7 Customer Support and Roadside Assistance INTEGRATED MARKETING COMMUNICATION SEMESTER PROJECT: BMS (Marketing) | Year 2015-16
  44. 44. 48 COMPETITORS__Micar__IMC Social Media – Facebook, Twitter, YouTube INTEGRATED MARKETING COMMUNICATION SEMESTER PROJECT: BMS (Marketing) | Year 2015-16
  45. 45. 49 COMPETITORS__Micar__IMC Sales Promotion – Contests, Offers and Discounts INTEGRATED MARKETING COMMUNICATION SEMESTER PROJECT: BMS (Marketing) | Year 2015-16
  46. 46. 50 COMPETITORS__Carzonrent__Overview INTEGRATED MARKETING COMMUNICATION SEMESTER PROJECT: BMS (Marketing) | Year 2015-16 USP • Outstation, Local and International options available • Both EasyCabs and Self Drive options available
  47. 47. 51 COMPETITORS__Carzonrent__IMC INTEGRATED MARKETING COMMUNICATION SEMESTER PROJECT: BMS (Marketing) | Year 2015-16 Social Media
  48. 48. 52 COMPETITORS__Carzonrent__IMC INTEGRATED MARKETING COMMUNICATION SEMESTER PROJECT: BMS (Marketing) | Year 2015-16
  49. 49. 53 COMPETITORS__Myles__Overview INTEGRATED MARKETING COMMUNICATION SEMESTER PROJECT: BMS (Marketing) | Year 2015-16 USP • 34 Car Models to choose from • 21 Cities to drive to • 200+ locations for pick-up
  50. 50. 54 COMPETITORS__Myles__IMC INTEGRATED MARKETING COMMUNICATION SEMESTER PROJECT: BMS (Marketing) | Year 2015-16 Social Media Contests and Discounts
  51. 51. 55 COMPETITORS__Myles__IMC INTEGRATED MARKETING COMMUNICATION SEMESTER PROJECT: BMS (Marketing) | Year 2015-16 On-ground, events Public Relations
  52. 52. 56 SUGGESTIONS__Influencer Marketing What: • Marketing products and services to those who have a sway over the things other people buy How: • Free trial to popular travel bloggers in India in return for reviews Why: • Capitalises on influencers’ followers • Addresses public apprehensions about services • More credibility than paid media Influencer Marketing INTEGRATED MARKETING COMMUNICATION SEMESTER PROJECT: BMS (Marketing) | Year 2015-16
  53. 53. 57 SUGGESTIONS__Targeted Paid Posts What • Choose who sees your paid content How • Target people according to: • Age • Gender • Interests • Location Why • Economical • Better Engagement • Tailor communication differently for different segments. • Richer insights Targeted Paid Posts INTEGRATED MARKETING COMMUNICATION SEMESTER PROJECT: BMS (Marketing) | Year 2015-16
  54. 54. 58 SUGGESTIONS__Partnerships What • Partner with brands that complement their service How • Explore mutual collaboration through partnerships by the means of • Exclusive packages • Joint promotional efforts • Discount schemes Why • Provide more value to customer, complete package • Capitalize on partner brand’s reach and customers • Grow inter-brand relations, promote entire industry Partnerships INTEGRATED MARKETING COMMUNICATION SEMESTER PROJECT: BMS (Marketing) | Year 2015-16
  55. 55. 59 SUGGESTIONS__Newsletter Newsletter How  Subscribe to newsletter popup on the website.  Get reward points/discount for signing up Why  Recall value  Easier to push promos and offers  Better customer understanding Total Target Market Reach Landing Page Sign up for Newsletter Register Purchase INTEGRATED MARKETING COMMUNICATION SEMESTER PROJECT: BMS (Marketing) | Year 2015-16
  56. 56. 60 SUGGESTIONS__Social Media What  Create original and organic content to drive engagement amongst users  Post not just about Zoomcar but also other travel information and trivia, feature travel destinations - the lesser known ones,  Develop creative campaigns based on their services, for eg. “those who travel alone”, or “unchartered, unknown territories”  Showcase positive customer experiences & stories, build credibility amongst potential users  Address grievances quickly and effectively (respond post action)  Communicate current deals/schemes effectively through targeted paid posts INTEGRATED MARKETING COMMUNICATION SEMESTER PROJECT: BMS (Marketing) | Year 2015-16
  57. 57. 61 SUGGESTIONS__Landing Page • Should feature popular destinations more than car and pricing at landing page • Use sidebars and widgets to feature the range of cars and pricing • Need have a prominent FAQ tab to address customer concerns • Should invest in an online chat service for customer care • City automatically chosen as Bangalore • Lacks interactivity and functionality • Should be able to plan journeys from the pick up points to destinations INTEGRATED MARKETING COMMUNICATION SEMESTER PROJECT: BMS (Marketing) | Year 2015-16
  58. 58. 62 SUGGESTIONS__Core Product Offering • More customer service executives, specially for night shifts • Proper complaint redressal mechanism, coordinated across different channels • Transparent and hassle-free refund policy, adequately explained • Robust interface to process and solve customer complaints real time • Quality check on each car on a regular basis to ensure cleanliness and functionality • Clearly communicate payment terms and conditions to customer at time of purchase • Increase branding on vehicles, allocate larger spend to marketing efforts • Reconsider current positioning and tagline, focus more on features like safety, convenience and the travelling alone factor INTEGRATED MARKETING COMMUNICATION SEMESTER PROJECT: BMS (Marketing) | Year 2015-16

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