Green Share Car: Detailed Marketing Plan and Strategies Overview

This report presents a detailed marketing plan for Green Share Car, a company offering rental car and accommodation services. The report begins with the aim and objectives, emphasizing the promotion of accommodation services through effective marketing campaigns. It outlines the organization's vision and mission, followed by an analysis of market issues and challenges. The core of the plan involves a thorough STP (Segmentation, Targeting, and Positioning) analysis, including demographic and behavioral segmentation, targeting strategies based on identifiability, sustainability, accessibility, and differential response, and positioning to differentiate from competitors. The plan further includes action programs, a marketing budget, and a monitoring and control system. A value proposition is established, along with a SWOT analysis to evaluate the business situation. The report also covers product attributes, focusing on car rental with accommodation, and explores pricing strategies, including cost-based, value-based, and competition-based pricing. The document explores digital marketing and promotional strategies employed by Green Share Car to build its brand and customer base.

Marketing Plan

Contents
Aim and Objective.......................................................................................................................3
Marketing Logic..........................................................................................................................3
Value proposition of Chosen Business........................................................................................5
Product.........................................................................................................................................6
Pricing Strategy...........................................................................................................................6
Digital marketing plan and strategy to build multichannel capabilities......................................7
Promotional strategies adopted by Green Share car....................................................................8
REFERENCES..............................................................................................................................10

Aim and Objective
Aim- To promote the accommodation services of Green Share Car in market place.
Objectives
 To implement proper STP plan for the marketing of the accommodation service of
company.
 To develop action plan for the marketing process to make people aware of company
products and services.
 To improve the sales of the organization by conducting business in the market place with
effective marketing campaign.
Vision of Organization
The main vision of the organization is to provide an affordable, convenient, and reliable
alternative private car ownership that enhances the environmental, economic and social
wellbeing of our region and planet.
Mission of Organization
The mission of the organization is to offer rental car services to the people which is more
beneficiary and sustainable services to the people. By these process organization can reduce the
impact of pollution due to vehicles.
Issues
There are some issues are faced by the organization in creating customer value in the
market place to provide them better and effective satisfaction in market place (Wood and Jobber,
2016). Some of main challenges that re faced by the organization in the market place are related
to gathering knowledge and information about the customer needs and requirement. Some o
other challenges are related to the diverse range of services that are provided to the people.
Marketing Logic
There are different processes that can be used by the organization to address the issues
and problems of the market place that can affect the marketing process of the organization. in the
marketing logic various processes are used by the organization to address these challenges of
market place in effective manner.
STP
The rental car market is one of most common in the national travelers and attracted the
large number of population. When people are going from one place to another. They always
prefer to choose rental car service. With Green car company look at new segment of market but
other competitor organization already have established their business.
Segmentation
It is based on the marketing segmentation which consider an important element for marketing
plan which to be formed. It is a process that mainly segmenting group of potential as well as

existing client those are attracting towards Green car. In order to subgroup divided according to
set of specific characteristics (Qian, Pang and Soopramanien, 2019). It is important to segment
on the basis of demographic such as gender, race, gamily, occupation and nationality. The
demographic is one of most common method for Green Car Company to distinguish a segment
within market and most used as well. Individually between the ages of 20-40 become prime
target for green car company. It may be men or women when organization consider both. On the
other hand, it is useful in marketing situation that might face a lot of problem.
Furthermore, it is also consider the segmentation on the basis of behavioral which mainly
identify the knowledge and usage of product. In this way, Green car company segment on the
behavior of people whereas many consumer use rental car service in order to give more priority
than own vehicle (Magalhães and Figueiredo, 2020) . So that it become useful for Green Car
Company to adaption of segmentation method for providing better quality of services to
customer as per requirement.
Targeting
Green Car Company is targeting the people on the basis of similarities as well as
differences between segments. In fact, it must require to understand the need of customer and
then after segment a market as long as. It should be considered the identifiable, responsive, stable
and actionable.
 Identifiability: The behavioral based segmentation must be recognize which enough to be
identified in global marketplace. Initially, it will be required to identify the behavior of
customer towards rental car service and then make an efficient plan to attract customer
due to better quality of services (Magalhães and Figueiredo, 2020).
 Sustainability: The size of segmentation must be bigger whereas behavioral customer in
that represent profit for Green car business. The organization must be used the
sustainable product so that it become easier for targeting more and more potential
customer those who always attracting towards rental service.
 Accessibility: The behavior based segmentation must be reachable by using distribution
as well as promotional. These type of strategies are supporting the green Car Company to
distribute the product and service according to their requirement (Samran and
et.al.,2019). In this way, Green Car Company will increase their business productivity
and profitability in global marketplace.
 Differential response: The behavioral segmentation should be responded differently to
implement marketing strategy. It became easier to distinguish on the basis of customer
response whereas how it will attract towards rental vehicle Service.
Positioning

It is last step when before entering to market which require to set up proper marketing
mix for targeting potential customer by using rental service. In order to unique selling the
proposition to differentiate from other alternative competitors (Magalhães and Figueiredo, 2020).
Furthermore, it also mainly focused on the competitive edge in which help for clarifying the
significant value of proposition.
C).
Action Programmes
Marketing strategy is mainly referred as business entire game plan in order to reach the
prospective consumer and also turning them into client of rental care service. In Green Car
Company, Marketing strategies such as Social media platform, Video marketing, website, mobile
applications (Hsu, Lin and Lin, 2019). These are mainly used in the rental car service promotion
which automatically turned into the specific action that will be done. Marketing team will done
the action program while implementing strategy in business promotion.
Marketing plan budget
After completion of designing marketing objective that will need to make budget and
executes different strategies in proper manner (Magalhães and Figueiredo, 2020).
Marketing budget will be allocated as per requirement of entire plan. The Green Car company
total marketing expenses reached $2.3 million 18.4% of total revenue in 2020.
Monitor and control
It is important thing that consider both monitor and control the entire marketing plan
which performed different activities. It is mainly focused on the marketing strategies for
identifying specific need and requirement of potential consumer. In order to monitor objective to
achieve specific target (Magalhães and Figueiredo, 2020). Afterward, it will control the entire
marketing plan to handle by marketers in proper manner.
Value proposition of Chosen Business
This can be considered as the marketing standard of the organization where organization
provide specific product or services to the customer as per their need or requirement. The people
who rent car from organization, they also need facility of the accommodation. This is how
company can develop accommodation service to provide service to the organization as per their
need.
Business Situation Evaluation
For the business evaluation of the organization SWOT analysis can be performed in order
to know the strengths, weaknesses, opportunities and threats of the organization. In the SWOT
analysis organization can offer better opportunities to the organization in market place.
Strengths

Technology used by the organization is more effective to offer better services to the
customers. Government is also encouraging the organization to offering sustainable services to
the organization (Rhodes, 2017). This can help the organization to develop better services to the
customer in market place. The growth of organization is much faster in market place. Employees
are highly trained and skilled.
Weaknesses
Sometimes rental car do not generate revenue in movement. Agents are expending their
time checking cars (Angelini, 2020). The marginal profit of organization is also not too much.
Poor communication is bigger challenge for organization.
Opportunities
Companies can expand their services in more remote area. Organization can offer
services to the people who want services as car sharing. Car renting services also can be offered
to the people who are frequent with travelling. Services can be provided to the remote areas to
generate higher revenue in market.
Threat
Car breakdowns can affect the revenue and services to the company in market place.
Competitors are also affecting business organization in local place. New organization are also
offering services to the customer. The changes in the legislation also can affect the business
organization in market place.
Product
There are different attributes of product which is provided by the organization to the
customer is in form of rental car. But the new product that organization is looking for market
place is related to the car renting along with providing accommodation to the customers. People
who used to travel a lot need to rent car for the transportation purposes and by providing
accommodation to them organization can offer better facilities and satisfaction to the people.
There are some attributes of the services that are provided to the organization. This will be cost
effective for the customer to get accommodation and car renting facility at same place.
Accommodation is major trouble for the people who use to travel a lot. This problem or
difficulty can be considered as the requirement of the customer and as per the need of customer
organization can offer them accommodation to create value for customer and by this process
organization can effectively run their business in the target market. This is how better services
can be provided to the customer to create high value product for them in the market place to
develop long lasting and effective relationship with people.
Pricing Strategy
This is one of the most important strategy which affect success of the products and
services which are offered by the company. Pricing for the new product is also a major decision
which is taken by the company. Some of the strategies and models for pricing of the new service
of the Green Share Car are cost based pricing, value-based pricing and competition based
pricing.

Cost based Pricing
This pricing is based on the factor which involves calculation of cost which is incurred by
the company while offering and providing services and products to the customers. This strategy
involves calculation of the cost and selling price is determined by adding profit element in
pricing (Amaral and Guerreiro, 2019). This result in selling price which includes cost added by
profit which business tends to earn in exchange of the service and product company is selling.
For the service of the accommodation this pricing strategy is not suitable as this is difficult to
calculate the exact cost which is incurred in providing service of accommodation. One of the
factors which suggests unsuitability of this strategy is that the cost elements in this service are
also difficult to determine.
Value-based Pricing
This strategy is based on the value which is considered by the customers about a product.
Generally products which are highly priced and are highly valued by its customers are sold at
premium price. Those products which are perceived and valued moderated are priced at
moderate level and which are valued low are priced low (Kienzler, 2018). This strategy can be
adopted by Green Share Car and the company can price its services on the value and on the basis
of worth which is considered by its customers. Some of the factors which are required to be
considered in this are that service can be differentiated from the competitors, service is customer-
focused and added features of the service are based on needs and wants of the customers.
Service which Green Share Car is giving to its customers is focused on customers as its
services are limited to its existing customers. This way after calculating its value company can
price its products.
Competition based Pricing
This pricing is based on the price at which competitors of the company are selling their
product. This strategy is useful when there are many competitors and competition in the industry
is very strong. On this basis strategy pricing of the company should be based on the price on its
immediate and direct competitors (Fisher, Gallino and Li, 2018). This requires that company
identify its competitors, identify strategy and basis at which competitors has determined their
price. This strategy of the pricing can be adopted by the Green Share Car and company can
determine its price based on its competitors price. This also required identifying the worth of the
service which is perceived by the customers about product of the Green Share Car and its
competitors. Perceived high value can be used by company to price its service at premium price
than its competitors.
Digital marketing plan and strategy to build multichannel capabilities
Distribution is one of the main function of marketing which allows company to deliver
their services and products to final or end users. So, it can be said that it is a process of spreading
or delivering products throughout the market place. In the context of Green share car which is a
renting car company, needs to select the best one strategy of distribution for making its new
product development successful. There re mainly 3 types of distribution strategy such as:

Intensive: In this strategy, company needs to use all available outlets in order to provide
saturations coverage of the market. It is beneficial for those companies who have diversified
products and in that, total sales are directly linked to the total number of outlets used. It is also
can be beneficial where customers have a range of acceptable brands and can switch shops.
Selective: It is a strategy which is being used when a producer have only limited number
of outlets to sell and deliver to customers. With the help of this strategy, it can be said that Green
share can attract wider range of customers by providing only appropriate outlet and focus efforts
on them. It can also make them able to improve relation with customers (Gong and et.al., 2017).
Exclusive: It can be said that it is an extreme form of selective type. In this strategy, only
one wholesaler as well as distributor is being used in geographical area. It is the most common
and appropriate form of distribution.
So, from the above discussed strategies, it can be said that Green car renting company can make
an effective use of selective distribution strategy because it wants to develop its new product or
service which is accommodation facilities to people who rent car.
Strategies of distribution are being mainly divided into 2 parts in which form company can use
them such as:
Direct: It is the type in which distribution channels are being managed as well as organized by
manufacturer itself. In this context, it can be said that it may e costly initially in setting up so it
will require specific and heavy investment. But after setting up it in an effective manner,
company does not have to pay much for it as they have all control on their strategies.
Indirect: It is a type of strategy of distribution in which, company relies on intermediaries in
order to deliver and performing all functions related to distribution of products. There is a
limitation as manufacturer and company does not have direct connection ad interaction with
customers. But on the other hand, company does not have to invest much in this type.
So, from the above, it can be said that Green car renting company can make an effective use of
indirect method because it is cot effective (Yang and et.al., 2018).
Company cam either use only one of single strategy or it may use more that 1 or multiple
strategy. Single channel means, using only 1 distribution channel for delivering products and
communicating with customers. Whereas, multiple channels means using 2 or more than 1
distribution channels as per the situation. Its up to the company and its financial condition.
Promotional strategies adopted by Green Share car
The main aim and objective of Green share car is to provide accommodation services to
those individuals who are renting car from them. As it has been analysed that car is mainly
rented by tourist who come to explore the new places in Australia. This new business idea that
has been developed by them will also need to promote so that they can attract more number of
travellers towards them. Green share car will be engaged in working with much type of hotels,
motels and guest houses so that high quality of accommodation services can be provided to their
consumers. From the casual users who will only be driving once in a blue moon to fair dinkum

drivers who want the best rates possible, GreenShareCar has been engaged in covering. Various
types of promotional strategies that are been suggested to company includes the following:
Push and Pull strategy: In this GreenShareCar needs to be engaged in attracting consumers
towards their services. They can be involved in offering high quality of accommodation services
so that consumer loyalty can be created (Andrews and Shimp, 2017). In order to attract
consumers or travellers, company can involve in providing accommodation services at the most
affordable rates. This will allow them to increase the liking of their services. They will also be
able to enter new market areas by providing exciting offers which is really necessary for growth
of firm. It will also help them in achieving their goals and objectives. Profitability and revenue
can also be increased by these promotional strategies.
Advertising: GreenShareCar in order to promote the accommodation services which has been
newly started by them can be involved in adverting it with the help of social media channels like
Facebook, Instagram. They will be able to connect through more number of travellers and can
also communicate with them effectively. This will assist them in gaining trust of consumers and
will also enhance satisfaction level of them. It has also been analysed that firm can also engaged
in making use of Omni marketing (Hackley and Hackley, 2017). Newspapers and Radio can be
used in order to provide information to consumers about exciting accommodation services
provided by them. In this they can also give details about the offers that have been provided by
them. This will help them in increasing consumer base; it will also help them in increasing
profitability.
Public relations: Publicity of the new accommodation services started by GreenShareCar can be
done by maintain public relation. This is useful tool that will assist firm in increasing the sales
aspects of firm. It will help them in creating customer loyalty and trust which is really necessary
for growth. Public relation can be maintained through using new and advance technology.
GreenShareCar can engage in going live of Facebook to have better interaction with consumers.
They can also start a campaign where the features and attributes of their services wil be
explained.

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