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Localiza investor meeting v.inglês

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Page 1: Localiza investor meeting   v.inglês
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Public Meeting

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1. Customer Experience

2. Advertising Strategy

3. Digital Marketing

4. Business Intelligence

Agenda

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CUSTOMER EXPERIENCE

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How we see our customer

CUSTOMER JOURNEY RENTING A CAR

CHOOSING RESERVATION GOING TO

THE LOCATION CONTRACT AND KEYS

ENJOYING THE RIDE

RETURNING THE CAR

HOW DO I GO BACK HOME?

AFTER SALES

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Starts before

What the customer needs

NEEDS

Localiza Customer

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• Buying decision involves: first by his own previous experience (75% ), then the

opinion of the family ( 68%) , the opinion of friends ( 31%) and , finally, the

information obtained by television ( 24%) and the Internet ( 23%).

• The customer values individuality and are also aware of the importance they have

for brands. Just over a third (37 % ) of consumers seeks what is “trendy”.

• Status remains synonymous with quality - 58% - products or services known

brands are better than others, and 72% say they are loyal to brands they like.

Fonte: Ibope

Consumer Behavior

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Universe basis for the study of the public.

Public that normally rents cars.

Target of the universe studied

Pessoas com 35 a 54 anos que possuem cartão de crédito:

44.482.000

Extracting the public basis, the potential consumer audience car rental. People planning to travel in the next 12 months: 18.695.000 people

Localiza Consumer- people between 35-54 who have credit card and who plan to travel in the next 12 months. A relevant fact is that only 11.1 % of the public used car leasing in the past 12 months.

(Fev13-Fev14)

Comparing Targets

People between 35-54 who have credit card

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To act with precision must go through a few steps, closing a planning cycle :

Strategy: • Product and Offer

• Marketing Planning • Commercial Planning • Market Communication

PLANNING

360°

Results • Analysis Goals • Lessons Learned • Preparation for the nex

event

Communication • Advertising • Digital Marketing • Promotional Marketing • POS • Distribution Channels

THEME

Engagement • Social Media • Partnerships and Promotions • Live Marketing

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Customer Experience

Reservation Service and POS Withdrawal and Return

Localiza APP

Localiza Way

Localiza Express

Connected Van

Handheld

New Localiza.com Features

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Loyalty Program Localiza

A revitalized program will be launched in November

Since 2000 Members: 4.7 M Bonuses Awarded: 1.1 M Bonuses redeemed: 301 k (28%) Additional Rentals Sold per bonus

given: 70%

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Videowall - Interactive content , wi-fi, self service totem , signage , counters in woody tone, leaving a more intimate atmosphere .

New POS (Point of Sale)

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ADVERTISING STRATEGY

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Big

Companies

Small and Medium

Businesses

Travel agencies

Leisure / Travel

Business Insurance -

replacement

Clients Segmentation

Segmentation: consumer behavior, consumption patterns , demographics , among others. How do I speak to this audience ? When I talk to this audience ?

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Advertising Segmentation

Big

Companies

Small and Medium

Businesses

Travel agencies

Leisure / Travel

Business Insurance -

replacement

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Inhotim Inhotim Promoção Ford KA Hopi Hari

Engagement Campaigns

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Leisure Marketing Campaign - Holidays

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Leisure Marketing Campaign - Weekends

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Marketing Campaign for Leisure – Winter Vacation´15

Exploring a WW movie release Minions® (Animation)

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Marketing Campaign for Business Segment

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Marketing Campaign for Local Businesses

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Travel Campaign

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Marketing Campaign with key Partners (GOL Airlines)

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DIGITAL MARKETING

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Facebook - 73k Followers Twitter – 1k Followers

Linkedin – 24k Followers Youtube

Social Media

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Social Media - Interactions

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Visitor

Remarketing

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Site Visitor

Remarketing

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Visitor Site Dropout

Remarketing

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Ad

Remarketing

Visitor Site Dropout

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Visitor Returning

Remarketing

Ad Visitor Site Dropout

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Localiza.com

Remarketing

Ad Visitor Localiza.com Dropout

Visitor Returning

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Marketing Campaign – Valentine's day

Metric Valentine`s Day

Reach 1.966.535

Likes 8.296

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Marketing Campaign – Father’s day

Metric Father`s Day

Reach 2.032.346

Likes 63.563

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Localiza.com

+ 700K unique visitors + 4,000 K page views

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BUSINESS INTELLIGENCE

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1- Internal and External Data

2- Strategic Information

3 - Shared Knowledge

4 – Actionable Intelligence

Anticipation and Reaction

Report

B.I

Intelligence Process of Localiza

Recomendation

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Analytical Tools – B.I.

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How big is our leisure market?

Classe Pontos

ABEPPontos ABEP

Renda Média Familiar (em

R$) - 2012

1 diária (*) x

Renda mensal3 diárias

1 diária x

Renda anual

3 diárias /

Renda Anual

7 diárias /

Renda Anual

A1 42 - 46 R$ 12.926,00 1,17% 3,52% 0,098% 0,293% 0,685%

A2 35 - 41 R$ 8.418,00 1,80% 5,41% 0,150% 0,450% 1,051%

B1 29 - 34 R$ 4.418,00 3,43% 10,30% 0,286% 0,858% 2,003%

B2 23 - 28 R$ 2.565,00 5,91% 17,74% 0,493% 1,478% 3,450%

C1 18 - 22 R$ 1.541,00 9,84% 29,53% 0,820% 2,461% 5,742%

C2 14 - 17 R$ 1.024,00 14,81% 44,44% 1,234% 3,703% 8,641%

D 8 - 13 R$ 714,00 21,25% 63,74% 1,770% 5,311% 12,393%

E 0 - 7 R$ 477,00 31,80% 95,40% 2,650% 7,950% 18,550%

Diária Média 1 2 3 7

R$ 151,69 151,69R$ 303,38R$ 455,07R$ 1.061,83R$

4,40%Comprometimento da renda

Notes: Market daily average rate

Consumer drivers

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Monitoring Business Customers

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Expected benefits:

Maio Junho Julho Agosto Increased volume

Increase in Total Revenues

Price control

Smart pricing

Best results

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Thank you!

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Localiza Connect

Mobile

App

Fully Connected Fleet Management

Localiza Connect

Consulting

Localiza Connect

Dashboard

Localiza Connect

Fleet View

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Localiza Connect - Fleet View

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Is your team where your Clients need it?

How are your drivers behaving?

Are your fleet planning and sizing being efficient?

Do you use your fleet as a competitive intelligence tool?

Localiza Connect - Fleet View

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Map Viewing

Route planning

Search for the nearest car

Rules for tracking routes date and time

Information that supports you for a High Level Fleet

Management

Information Management

Online reports

SMS and email alerts

Accurate data about car performance and driver behaviour

Odometer and travelled mileage

Driver check-in

Localiza Connect - Fleet View

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Localiza Connect - Dashboard

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Localiza Connect - Mobile

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Localiza Connect - Mobile

The solution is constantly updated,

with the colaboration of our clients

New versions comming out

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Localiza Connect Consulting

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Localiza Connect

MOBILITY

CONNECTIVITY

CONVENIENCE

ECONOMY

INNOVATION

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