The document outlines the strategy and marketing plan for a car rental startup targeting the growing Indian travel industry. Key points include: - Targeting young urban Indians, foreign tourists, and corporates needing flexible travel options. - Collaboration with hotels, travel agencies, and hiring drivers to expand fleet across Delhi, Jaipur, Agra, and Amritsar. - Marketing strategy involves promotions at airports, social media, collaborations, and targeting bloggers to reach foreign tourists and young travelers.

1. “Get up and go”

3. Overview
• Indian Travel Industry is booming over the last decade, the
Indian economy has grown consistently at an average rate of
6-7%
• Convenience of travel arrangement using Internet have eased
the booking process for travel.

4. Strategy:
 Young Urban Population- prefer independence over
comfort
 Foreign Tourists- Tourism and Safety
 Corporates- short on time and on dynamic schedules
Approach

5. Collaboration Considerations
• Tie Up with multiple Independent car vendors for
150 sedans and 25 luxury cars.
• Collaboration with Hotels, Resorts, Travel Agencies.

6. Manpower
• Hire 50 drivers to get isolated cars back to Delhi.

8. Objective-Customer Profiling
I. Analyse the most viable age-group population for LOCAL
POPULATION.
II. Define target potential- Tourists coming to Delhi-
FOREIGNERS & NRI.
III. Analyse the new upcoming market of MEDICAL TOURISTS.

9. Target Cities
Jaipur
• Tourist Attraction: Pink City and other tourist points.
• Shopping Destination.
• Range of luxury hotels.

10. Agra
• Taj Mahal alone gets minimum of 15,000
tourist daily.
• Agra is a biggest centre of the footwear
industry.

11. Amritsar
• Golden Temple and Waga Border
• Strong NRI community
• Local government working towards encouraging
through food festivals et al.

12. Marketing Strategy- STP Analysis
• The plan is to target mainly two segments-
National Foreign Tourism and Young Travel
Enthusiasts.
• Some key points of its promotional campaigns
are:

13. Tier
Target
Segment
Positioning
Type-I Type-II Type-III
Foreign National
Tourists & NRI &
Medical Tourists
Young Youth-
Travel enthusiasts
Corporate
Executive
•Convenience &
flexibility of
location.
•Opportunity to
drive.
•As a safe
alternative to
travel.
•Flexibility to
plan won trips.
•No overhead
Issues.
•Sense of
Adventure
•Opportunity to
plan sojourns
between
business trips
STP Analysis

14. Competitors
• Zoomcar is the first company in India to focus on car
rental, in contrast to earlier companies in India that
focused on chauffeur-driven rentals.

15. Opportunities and Threats

16. Infrastructure
• Four Parking with 30 cars capacity at Noida and Gurgaon.
• One Head Office in Delhi.
Regional Office at Jaipur and Amritsar.
• Outsource the call centre for telebooking.
• Purchase Sedan cars with a average of 4-7 lacs.

18. Marketing Strategies: Communication
Media
1.Promotions at IGI Airport Delhi
• The Booking stall will offer personalized services to the
travelers by interacting directly with them and understanding
their individuals needs.
• Attract Foreign tourists at the airport by offering them free
guidance to plan trip in Delhi.

19. 2.Internet Marketing
• Reach avid travelers through the medium on
social media- Facebook Page and Twitter.
• Personalized advertisement through Google
and Yahoo.
• Target Bloggers & Travel Consultants.

20. 3. Collaboration
• Tie Up with leading luxury hotels & resorts of in Delhi, Jaipur
& Amritsar.
• Association with travel agencies- MakeMyTrip, Expedia and
local agents.
• Affiliate with Hospital- Apollo and Fortis.

21. Disclaimer
• Created by Vishal Choudhary, MIT Pune,
during a Marketing Management internship
by Prof. Sameer Mathur, IIM Lucknow.