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“Zip car, it’s not about Cars”

1. Zip car is a unique company that doesn’t run a car rental business, instead want to change the urban lifestyle. Zip car has many benefits. It is for those who can’t afford to buy a new or a second car and who don’t want to buy a car. It is very convenient for the city dwellers. Studies showed that Zip car takes 20 cars off the road and it travels44% fewer miles than when they own a car. Zip car has a significant impact on an environment. It saves a person about $600/month when using a Zip car. The company goal is for Hipsters to not travel more than 7 minutes to get to zip car. Zip car offers convenience by providing cars nearby. 2. The belief and value associated with Zip car’s brand image is that, they say they are not a rental company, instead, selling a lifestyle to urban. One of the important things that matter to them is Environment. They are environmentally conscious. Zip car promoted green with “We love Earth.” Zip car is for all who don’t have a car. The company is always developing new features that appeal to busy city people. 3. Benefit to positioning is very important for the urban. Zip car is very beneficial to people as it saves money, mileage, gas and mechanic repair cost. The belief and values are also important, as they want to truly make people’s life easier. Both are very strong, but the benefit appeal a lot more to consumers, because consumers like to weigh the benefit over cost and decide what is more beneficial. 4. It would be negative because with different ownership the beliefs and values of the company would change. The expectation of consumers would change. The new company might not be able to offer the same quality, as Zip car and this would concern the

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