Questions 1, and 2 1. What overriding benets does Zipcar provide for all users? 2. Describe the promotional platforms that Zipcar uses to get its message out to millennials. Which platforms does Zipcar use to get its message out to urban boomers? Synopsis Zipcar is the global market leader in the car-sharing industry. Zipcar provides 24;\"? member access to vehicles in cities, campuses, and airports worldwide. Zipcar has determined that through customer segmentation. they can better understand customer needs, better communicate relevant messages, and better meet the expectations of each customer group. http://www.zipcar.ca/, reviewing their product offerings, locations, and key messaging. Zipcar is the global market leader in the car sharing industry. Zipcar provides 24/7-member access to vehicles in cities. campuses, and airports worldwide. A variety of vehicles (cars, SUVs, vans) are available by the hour or by the day. Zipcar has over 1 million members who have signed up for a nominal monthly fee. The Zipcard that members receive provides access to vehicles when they are needed with insurance and gas included in the fee. Marketing 2- 1 There are a wide variety of consumers that could utilize Zipcar and their needs differ depending on age, lifestyle, income and geography. In order to deliver relevant services and messages to the customer. Zipcar needed to segment the market based on these variables. Zipcar's largest segment is the Urbanites. As the names suggests, these individuals live in cities and they want to limit congestion and pollution. Millennials represent more than 50% of the current Zipcar membership. This group is centred around college campuses and a focus on the social nature of driving. Urban Boomers are the third major segment targeted by Zipcar. This segment consists of baby boomers who have moved to the city to take advantage of all of the activities available to them. The challenge for Zipcar is to understand their customer needs and communicate messages that resonate with each segment to connect them to the brand. Sources: Zipcar {2017) Zipcar Canada. Available at httpwwwzipcgrcg 3. Create a positioning statement for Zipcar. 4. Create a positioning map for Zipcar (zipcar.ca) in the car sharing market versus car2Go (https://www.car2go.com/CA/en/). Marketing 2-2 5. Choose one of Zipcar's customer segments and develop the segment profile by categorizing their characteristics using demographic, geographic, psychographic, and behavioristic categories