Marketing Strategy for Launching Avis Chauffeur Service in Australia

This report details the marketing plan for Avis's new chauffeur-driven car rental service launching in Australia. The report identifies the target market as international tourists, elderly people, the visually impaired, local residents without licenses, international students, corporate executives, and the physically ill. Avis aims to position itself with brand value, cost-effective insurance, excellent customer service, reasonable prices, and experienced chauffeurs who can also act as local tour guides. The company's competitive advantage lies in being the first car rental company in Australia to offer this service. The distribution strategy includes direct sales and online bookings, while the pricing strategy involves discounts and flat rates. Promotion strategies include advertisements across various media, customer service calls, sponsorships, and social media engagement. The report references several marketing and business management publications to support its findings.

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INTRODUCTION
 Avis is launching chauffeur driven car rental service in
Australia.
 It is a first among its competitors to provide chauffeur driven
car rental at an affordable price, unlike the chauffeur driven
cab and limousine services.
 First six months the service will be available for up to 250
miles.
 It is aimed for the travellers or tourists who are not
comfortable in driving or want to enjoy the drive from the
passenger seat

TARGET MARKET
 International tourists
 Elderly people, who has difficulty while driving
 Visually impaired people
 Local people without driving license
 International students without a driving license
 Corporate executives, travelling to other cities for conference
or business
 Physically ill people, in a need to travel to some place for a few
days

POSITIONING STRATEGY
AND COMPETITIVE
ADVANTAGE
Positioning strategy
 Brand value
 Efficient cars
 Cost effective insurances
 Excellent customer services
 Reasonable price
 Most experienced, qualified and
tech-savvy chauffeurs
 Can also work as local tourist
guide
Competitive advantage
 First among all the car
rental companies in
Australia
 Chauffeurs acting as local
tour guides for the tourists

DISTRIBUTION STRATEGY
 Direct sales, when customers visit Avis kiosks in the airports or
any tourist spot for car booking
 Offers and information in website, during booking
 Mobile app notifications

PRICING STRATEGY
 Flat 50% (max $50) off for the first ride of chauffeur driven car
rental service.
 $25 extra for the first hour and $20 for the subsequent hours
for chauffeur driven car
 Flat rate $80 extra for 12 hours of booking.
 Rest of the self-driven car rental rates remain same.

PROMOTION STRATEGY
 Advertisements in:
 Television
 Radio
 Newspapers
 Magazines
 Billboards , banners and hoardings
 Flyers
 Customer service calls
 YouTube
 Sponsorships in educational, corporate and sports events

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