When Did The Zipsters Target Market

As a company, Zipcar strives to fulfill needs in the lives of its customers and the environment through creating an uplifting lifestyle for commuting. Zipcar strives to reach a broader customer base through researching the lifestyles that most of their consumers live. They saw that the trend in consumers was to be environmentally aware of the impact their choices on the world they live in. To target this audience, Zipcar specifically advertised their brand by sharing the benefits that the company gives. Zipcar’s consumers, or Zipsters, save about 15 million gallons of gasoline each year which is about 10% of gasoline consumed per year in the United States (EPA). This number isn’t large, but it’s a great start to creating a change in the world. Zipsters also save on the hassle of being a car owner and the responsibilities that come with it (BOOK). To increase consumers, Zipcar consumers gain a variety of benefits for being Zipsters. Zipsters can choose to pay a monthly membership fee of $7 or a yearly fee of $70 depending on how often they’ll need to rent a vehicle (ZIPCAR.COM). From there, members can rent various types of vehicles depending on their needs and purposes. Rates for renting a vehicle are roughly $10 per hour or $74 a day, if needed. Rates include gas, insurance, and up to 180 free …show more content…
Their brand image focuses on efficiency and economy. By using the slogan “We <3 Earth” they show that the economy is valued by the company (BOOK). Zipcar’s economy driven focus has allowed them to reduce CO2 emissions by approximately 1.5 billion pounds (ZIPCAR.COM). They also value efficiency by making rates affordable to consumers. After becoming a Zipster, members report and increase of 13% more participating in bicycling trips and 19% more in walking trips. Members become more conscious of their spending on