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1
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
41
Thank you!
Localiza Connect
Mobile
App
Fully Connected Fleet Management
Localiza Connect
Consulting
Localiza Connect
Dashboard
Localiza Connect
Fleet View
Localiza Connect - Fleet View
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
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
Localiza Connect - Dashboard
Localiza Connect - Mobile
Localiza Connect - Mobile
The solution is constantly updated,
with the colaboration of our clients
New versions comming out
Localiza Connect Consulting
Localiza Connect
MOBILITY
CONNECTIVITY
CONVENIENCE
ECONOMY
INNOVATION