IMC Strategy for Zoomcar

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

Brand
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INTEGRATED MARKETING COMMUNICATION
SEMESTER PROJECT: BMS (Marketing) | Year 2015-16

BRAND__Overview
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• 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

PRODUCT__Overview
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• 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
Features & Details

PRODUCT__Website
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PRODUCT__Website
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PRODUCT__Website
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PRODUCT__Website
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PRODUCT__Website
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PRODUCT__Website
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PRODUCT__App Store
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PRODUCT__Mobile App
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PRODUCT__Mobile App
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PRODUCT__Facebook
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PRODUCT__Facebook
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PRODUCT__Facebook
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PRODUCT__Facebook
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PRODUCT__Facebook
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PRODUCT__Facebook
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PRODUCT__Facebook
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PRODUCT__Facebook
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PRODUCT__Facebook
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PRODUCT__Facebook
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PRODUCT__Facebook
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PRODUCT__Facebook
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PRODUCT__Facebook
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PRODUCT__Facebook
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PRODUCT__Facebook
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PRODUCT__Twitter
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PRODUCT__Twitter
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PRODUCT__Instagram
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PRODUCT__YouTube
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PRODUCT__Offline
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PRODUCT__Offline
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PRODUCT__Offline
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PRODUCT__Offline
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PRODUCT__Offline
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PRODUCT__Partnerships
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• 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.

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COMPETITORS

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COMPETITORS__Revv__Overview
Launched July 27th 2015
Operates in Delhi NCR
USP:
• Doorstep Delivery
• Unlimited Kilometers

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COMPETITORS__Revv__IMC
Social Media – Facebook/Twitter

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COMPETITORS__Revv__IMC
Sales Promotion – Contests,
Offers and Discounts

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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

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COMPETITORS__Micar__IMC
Social Media –
Facebook, Twitter, YouTube

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COMPETITORS__Micar__IMC
Sales Promotion – Contests,
Offers and Discounts

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COMPETITORS__Carzonrent__Overview
USP
• Outstation, Local and International options available
• Both EasyCabs and Self Drive options available

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COMPETITORS__Carzonrent__IMC
Social Media

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COMPETITORS__Carzonrent__IMC

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COMPETITORS__Myles__Overview
USP
• 34 Car Models to choose from
• 21 Cities to drive to
• 200+ locations for pick-up

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COMPETITORS__Myles__IMC
Social Media
Contests and Discounts

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COMPETITORS__Myles__IMC
On-ground, events
Public Relations

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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

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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

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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

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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

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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

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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

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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

IMC Strategy for Zoomcar

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IMC Strategy for Zoomcar