Zipcar is a great example of how marketing and sales tactics can be adjusted depending on customers’ changing needs. The company used to stick to two pricing models, whereas now a client can choose among three options that are different in terms of subscription duration and car models. Due to this innovation, the utilization of cars must have increased, thus, allowing the company to enjoy great positive revenue.
Moreover, Zipcar adopted a comprehensive digital marketing strategy that is designed to meet the interests of the product’s target audience, which primarily is young adults. Since this social group living in London is rightfully concerned with environmental footprint along with diversity and minority rights, the company integrates these areas in its marketing campaigns. However, it was not always the case, as the initial vision did not particularly focus on the ecological impact of the product. This feature was more viewed as something additional, not representing a core of a business. However, now the priorities clearly changed, and to grow successfully, Zipcar shifted its main focus to positioning itself as a responsible enterprise. Thus, postcard advertisements used before have been replaced with a smarter approach and social media platforms.