Luxury Car Rental Service: A Comprehensive Marketing Presentation

This presentation outlines a marketing strategy for a luxury car rental service, focusing on key elements such as service description, target market, positioning strategy, competitive advantage, distribution, pricing, and promotion. The service involves renting luxury cars like Bentley, Mini Cooper, Audi, BMW, Ferrari, Mercedes, and Range Rover, with car owners registering their vehicles through a mobile app. The target market includes tourists with high purchasing power and high-income adults over 25. The positioning strategy emphasizes luxury, customer-friendliness, and technological advancement. Distribution is managed through a mobile app, connecting car owners and renters. Pricing adopts a premium strategy with dynamic adjustments based on demand, and promotion includes digital and social media marketing. The presentation also highlights the importance of customer relationship management and value-added services for enhancing customer satisfaction.

SLIDE NOTES
Description of the service – SLIDE 1
The service introduced in this presentation includes luxury car renting. The business would be renting
luxury cars including Bentley, Mini Cooper, Audi, BMW, Ferrari, Mercedes and Range Rover. Owners of
the car can install a mobile applications and register their cars. The customers can see all the registered
cars on the mobile application and book the car that they like for the desired time period. The car would
be reach the customers doorstep at the scheduled date and time. The customers can also request a
driver if they require. All the cars would have installed GPS systems to track the car’s location at any
given point of time. Extensive focus would be given at customer relationship management. Effective
CRM results in increased customer satisfaction (Heller & Parasnis, 2011)
Target market – SLIDE 2
Identifying an appropriate target market is critical to the success of any business (Cross et. al., 2015).
This target market is often selected by dividing the market into various segments (West et. al., 2015).
The target market of the luxury car renting service would consist of specific customers from the
following segments
Psychographic: Primary target market involves tourists who are new to the city and have a high
purchasing power.
Demographic: High income group and adults above the age of 25 are targeted. Families with children
who are on vacation.
These customers are targeted as they are most likely to avail this niche service
Positioning strategy and competitive advantage – SLIDE 3
 It is imperative for organizations to differentiate themselves on the basis of product, price, place
or promotion in order to gain a competitive advantage over other players in the industry (Wilson
& Giligan, 2012). A successful positioning strategy of the business results in the long term
growth and increased customer reach of the business. The service described would be
positioned as luxurious, customer friendly, technologically advanced, superior quality with

extensive value added services. Value added services enhance customer satisfaction and hence
result in repeat purchases (Baker, 2016). The competitive advantage of the brand is the ability to
rent out luxury cars including Ferrari, Rolls Royce, Mini Cooper, Range Rover, Audi, Mercedes
and BMW. The service offered is superior as compared to competitors because the product is
unique and price is premium. The promotional ads would be creatively curated and the physical
evidence includes luxurious cars which are very different from other car renting firms.
Distribution strategy – SLIDE 4
Customers can avail services by logging on to the mobile application. Car owners can be targeted
through personal marketing, event marketing, social media marketing and other digital marketing tools.
Owners can register their car by a simple process in the mobile application. Customers can avail the
service by registering on the company’s mobile application. Customer can then select the car of their
choice and pay advance. Customer’s details would be received. The car would reach the customer’s
doorstep at requested date and time. Upon completion of service, remaining amount would be charged
from customers and the car would be returned to their owners after cleaning. Distribution strategy of
creating an online market place is appropriate owing to the increasing advent of technology and
effectiveness of this service design. This enables business to create a bridge between car owners and car
renters.
Pricing strategy – SLIDE 5
Pricing strategies of a business are imperative for the success of the business (Kotler, 2015). This car
rental service is adopting a premium price strategy wherein the service offered would be priced much
higher. Dynamic pricing strategy would also be adopted wherein the service price would be changed as
per increasing demand of the service. 30% of the amount received would be given to the owner of the
car. 50% of the amount would be charged from the customer in advance.
Promotion strategy – SLIDE 6
Promotion strategies adopted by a business help in creating brand awareness and setting the right
positioning in the minds of customers (Pathak & Makwana, 2015). The promotion strategies adopted by
the service would be digital marketing strategies, social media marketing, television ads, newspaper ads

and relationship marketing with existing customers. Please refer to the table on the slide for specific
objectives of each promotional mix tools.