Zipcar Based on Benefit-Oriented Positioning. Zipcar Offers

¶ … Zipcar based on benefit-Oriented positioning. Zipcar offers one of the most advanced car sharing platforms in the world in regards to the technology it employs. Consumers can register for the service, pay a nominal fee, and gain access to a multitude of different types of automobiles. The advantages to consumers using this model come in different forms. One advantage is the simplicity that the model offers consumers. They no longer have to worry about registration or insurance for example. The service actually provides all of the gas as well.

This provides value to people by giving them a model that allows them to have access to several different types of vehicles and for a discounted rate when compared to traditional car ownership. Describe the beliefs and values associated with Zipcar's brand image. Zipcar, and the car sharing model in general, is a more environmental and community based approach to car ownership and use. Clients can use a car only when they really need one and walk, bike, or take public transportation when these opportunities arise.

Therefore, not only is the model associated with the environmental aspect, but it can also be tied to health and living a healthy lifestyle. There is also a sense of community that is built among the Zipcar customers sense they share the cars. 3. Compare positioning based on benefits to positioning based on beliefs and values. Which is stronger? Positioning based on benefits is a more practical method. This basically focuses on the benefits that can be gained by using the product.

Positioning the organization based on values is a more difficult proposition. However, if the organization can reach customers on this level then it can build a stronger relationship. 4. Based on what you know about the Zipcar brand, how will the company perform in the future relative to bigger, more experienced competitors? It seems that Zipcar has been able to create a strong bond with their customer base and has really been successful in marketing on the beliefs and values approach. This seems.