yu i zheng i zhang1 | smart advertising i-go presentation boston consulting group case competition...
TRANSCRIPT
![Page 1: YU I ZHENG I ZHANG1 | Smart Advertising I-GO Presentation Boston Consulting Group Case Competition May 2011 Vincent Yu, Geoffrey Zheng & Mike Zhang](https://reader036.vdocuments.us/reader036/viewer/2022081602/5519df20550346d67b8b47a4/html5/thumbnails/1.jpg)
YU I ZHENG I ZHANG 1|
Smart Advertising
I-GO PresentationBoston Consulting Group Case Competition
May 2011
Vincent Yu, Geoffrey Zheng & Mike Zhang
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YU I ZHENG I ZHANG 2|
What are your “pain points” as a carsharing service?
Balancing cost with new improvements to service
Differentiating specific appeals for specific market segments
Leveraging network of current car-sharers to spread word-of-mouth
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YU I ZHENG I ZHANG 3|
Smart Advertising• Target advertising based on
preferences• Cost• Car-Sharing Affinity• Mixture of Both
• Create tiers based on preferences: Franklin, Clinton & Gore Sector
• Develop Market strategy based on tiers
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YU I ZHENG I ZHANG 4|
• Low Income: $7,000-22,000 per annum household income• Only 13% of current car-
sharing market
• Overcome car culture• Lower half of sector spends
42% of income on ownership
• Focus on cost savings• Correlation between income and
number of vehicle miles driven
Franklin Sector
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YU I ZHENG I ZHANG 5|
• Low Income: $7,000-22,000 per annum household income• Only 13% of current car-
sharing market
• Overcome car culture• Lower half of sector spends
42% of income on ownership
• Focus on cost savings• Correlation between income and
number of vehicle miles driven
Franklin Sector
Humboldt Park
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YU I ZHENG I ZHANG 6|
• Extremely Young: 25-54% of residences from 20-35• 49% more likely to support
green business• 60% of market under 35
years old• 70% willing to pay cost
premiums for causes
Gore Sector
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YU I ZHENG I ZHANG 7|
• Extremely Young: 25-54% of residences from 20-35
• Highly-Educated: 35% and above with higher education• 66% of carsharing market
has higher education
Gore Sector
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YU I ZHENG I ZHANG 8|
• Extremely Young: 25-54% of residences from 20-35
• Highly-Educated: 35% above with higher education
• High Income: $52,000-69,000 per annum household income
• Green-Focused• Green edge over Zipcar• Local Business
Gore Sector
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YU I ZHENG I ZHANG 9|
• Extremely Young: 25-54% of residences from 20-35
• Highly-Educated: 35% above with higher education
• High Income: $52,000-69,000 per annum household income
• Green-Focused• Green edge over Zipcar• Local Business
Gore Sector
Lake View
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YU I ZHENG I ZHANG 10|
• Highly-Educated: 35% above with higher education
• Middle Income: $39,000-52,000 per annum household income
• Model Consumer• Cost advantage• Environment commitment• Better customer service
Clinton Sector
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YU I ZHENG I ZHANG 11|
• Highly-Educated: 35% above with higher education
• Middle Income: $39,000-52,000 per annum household income
• Model Consumer• Cost advantage• Environment commitment• Better customer service
Clinton Sector
Near West Side
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YU I ZHENG I ZHANG 12|
Marketing Segments
• Hybrid Focus• Cost edge over Zipcar• Environmental Edge over Zipcar
• Environmental Focus• Low emission vehicles• More green, more local than Zipcar
• Cost-Savings Focus• $5,000 average savings on car• “Best parts of driving, for less”
Strategies
Franklin Sector:Capture the low-income market
Gore Sector:Challenge for environmental activists;
product differentiation
Clinton Sector:Challenge for model customers; product
differentiation and cost leadership
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YU I ZHENG I ZHANG 13|
Leveraging Networking: Word of Mouth Systems
• Compensation-Based Referral Systems• Reward Users for referring new IGO users• 25-35% word-of-mouth consumers• Create exposure in neighborhoods
• Overcome Car Culture• 70% prefer customer views over critics/professional reviews• 82% prefer customer views over all else
• Average 15-30% Increase in Sales/Revenue• 40% of WOM customers have brand loyalty
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YU I ZHENG I ZHANG 14|
Leveraging Networking: Social Networks
• Facebook groups for each neighborhood and each college• Pareto Principle: 80/20 rule• Use Sectors to focus information
• 43% of 20-39 year olds use Facebook 10+ hours weekly• 81% of marketers indicated significant exposure• 29% Increase in Sales from Online Advertising• Same Effects as Traditional Word of Mouth Systems
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YU I ZHENG I ZHANG 15|
Leveraging Networking: Model
• 40% Growth over 10 Weeks
• Committed brand loyalty
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YU I ZHENG I ZHANG 16|
New Technology Implementations: Smartphone App
• Low cost improvement to service• Estimated $1000 cost to implement
• Increase Exposure of I-GO• Estimated to benefit 60% of members
• Mobile reservations• GPS locations of parking lots
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YU I ZHENG I ZHANG 17|
Conclusion: First Steps
• Target Advertisements Based on Sectors• Leverage Social Networking
• Create Facebook group for each neighborhood/college campus• Create referral-based system
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YU I ZHENG I ZHANG 18|
YU I ZHENG I ZHANG