SECOND HAND CARS

Made byBalcarovà Lucie, Belousova Ekaterina, Dal Santo Alberto, Jazdrzyk Marta,

Merlo Matteo Marco, Piva Gianmarco, Vidotto Stefano

ANALYZED WEBSITES

• Autoscout24.it - It is the leader in the italian online auto-market and it has been the automotive section of Scout24 holding since 1999. Nowadays, it exists in 18 european countries and it offers almost 1,900,000 vehicles.

• Autotrader.co.uk - It was launched in 1996 from “Auto Trader” Magazine and it has become the UK’s most popular and most profitable automotive website. With over 300,000 vehicles listed, it covers the 38% of the automotive market.

• Autobytel.com - It is an automotive B2C company assisting car dealers and manufacturers selling their products, providing them the opportunities to efficiently market their vehicles to potential customers.

COMMUNICATION PROCESSES

• Banner and minisites

• Push and Pull

• Web 2.0

• Magazine

BEST AND WORSTCOMMUNICATION PROCESSES

- No intensive use of banners or interstitial,

- Newsletters and emails aren’t used for selling purposes,

- Rational and information intensive messages are preferred;

- There aren’t e-coupons and discount bonus,

- Ads are standard, they are not creative or eye-catching.

CLIENT PROFILING AND CUSTOMER RECOGNITION

• Market Segmentation: Socio-demographical and Geographical,

• Targeting: “Really not focused on the general consumer but on consumers who are in the market for a car” - Mark Garms, Chief Operating Officer of Autobytel,

• Cultural aspects and behavioral change: the number of suv decreased in favor of eco-cars.

CLIENT PROFILING AND CUSTOMER RECOGNITION

• Personal area access through the login to keep track of searched and posted car (Autoscout24’s “MyPage” and Autotrader “My trader”)

• Use of cookies, log-files and e-mails to recognize the customers

• Suggestions based on customer’s actual search (Autobytel)

BEST AND WORSTCLIENT PROFILING AND CUSTOMER RECOGNITION

- Free insertions for private users (Autoscout24),

- Autoscout24 is available in 18 countries with its own languages;

- Fees required to sell cars (Autotrader),

- Only accredited dealers can sell a car through the web site (Autobytel),

- It is not possible to log into the website (Autobytel).

TRACKING OF CUSTOMER VISIT• Autoscout24 and Autotrader are

C2C and B2C independent e-marketplaces, while Autobytel is a network connecting several dealers,

• Web site structure: Autobytel and Autoscout24 integrate hierarchical structure, client need definition with direct search tools while Autotrader only uses a direct search engine.

BEST AND WORSTTRACKING OF CUSTOMER VISIT

- Autotrader and Autoscout24 have better aesthetic elements than Autobytel,

- Autoscout24 has an efficient internal search engine, called “Scouty”;

- Post-code is always required to search for a car (Autotrader and Autobytel),

- The commercial section of Autoscout24 (Truck24.it) has browser compatibility problems.

PRODUCT IDENTIFICATION

• TANGIBLE - used and new vehicles: cars, bikes, caravans and also parts - INTANGIBLE PRODUCTS - financial and insurance services,

• Products have a very detailed information content,

• Wide range of products. Lots of car brands are available in the market,

• Low prices: Autobytel through the big network of dealers, Autoscout24 and Autotrader thanks to their e-marketplace configuration.

BEST AND WORSTPRODUCT IDENTIFICATION

- More options with less effort,

- Lower Prices than the real world,

- Services to track the history of a vehicle are available (Autobytel);

- Seller/buyer contact required since cars are expensive goods: not an 100% virtual purchase,

- Limited personalization of the vehicles options available

THE TOYOTA PRIUS AVAILABILITY

113

911

582

130 90

605

USA Germany Netherlands France Italy UKAutobytel.com Autoscout24.it Autotrader.co.uk

Research was made on 19.10.2009

BIBLIOGRAPHY AND USEFUL LINKS

• www.autobytel.com

• www.autoscout24.it

• www.autotrader.co.uk

• www.myride.com

• www.truck24.it

• Jacobs R. and Stone B., 2007. Successful direct marketing methods.

• <http://www.youtube.com/watch?v=x4uM5dpwoD4&feature=player_embedded#>

• <http://www.5min.com/Video/Small-Business-Stories---Autobytel-124648532>