Transcript
Amanda van Hoornaar
Lisa van Vuuren
Suzanne Walthaus
The concept
• What?
• Where?
• To whom?
• For what?
Minivan rental
The Netherlands
Youth
Vacations / Trips
Market segmentation
Dutch population
Youth
But, who are they?
TARget marketDutch Youth
• Demographic
• Psychographic
• Geographic
• Behaviouralistic
Market analysisDutch Youth
Dem
og
rap
hic
• Age: 18 – 24 years old
• Nationality: Dutch
• Education: Student or Recent Graduate
• Family: No Children
• Income: Low
Total youth 15 – 25 years old in 2009: 2.007.386
Market analysisDutch Youth
Psy
cho
gra
ph
ic
• FREE TIME: 6 hours a day
• Communicative lifestyle
- 99% uses INTERNET on a daily basis
• SPORTING: 234 minutes per week
• Partying
- 33% visits a PUB weekly/ 33% monthly
• SMOKING: 34,4%
• Not interested in NATURE
Market analysisDutch Youth
Geo
gra
ph
ic
Most of the youths live in cities with more than 100.000 citizens
Market analysisDutch Youth
Geo
gra
ph
ic
Less percntage youth in Limburg, Noord-Holland, Drenthe & Zeeland
Market analysis Dutch Youth
Beh
avio
ralis
tic
• 65% went on holiday in 2001
• Travelling with: Friends
• Holiday: 1,5 times per year
• Destination: inbound/outbound
• Expenditures per holiday: € 600
Market analysisDutch Youth & Travel
80% of the holidays are outbound
Market analysisOur own analysis
• Short survey
• Existing networks
• Behaviour & Motivation travelling
• Minivan opinion & intention
Market analysis
• Age: 74% between 22-25
• Sex: 55% Male 45% Female
• Education: 78% University Educated
• Marital Status: 49% Single
• Nationality : 82% Dutch
WHO?
Market analysis
• 7-14 days
• 58% travelled with friends
• 65% travelled with 4 or less
• 49% by Air, 37% Car
• Destinations all over Europe
• WINTER?
Only 60% went on a winter holiday in 5 years
TYPICAL SUMMER HOLIDAY?
Market analysis
27% had rented a minivan
13% multiple times
85% of renters were male
92% had positive experiences
Quotes:
“Positive! Lots of fun, freedom, and your home is always with you.”
“Easy, all fit in, enough room in the back for luggage. Easy to have all
people in one car.”
“Positive, because it was cozy, fun and cheap per person.”
PAST MINIVAN EXPERIENCES
Market analysis
Price, Reliability most Important
Image/Brand least important
72.5% will consider renting
38% top income earners wouldn’t consider
79% of past minivan renters would consider
69% of non-renters would not consider renting
“Least thing I care for is the decoration, I would drive a van with Pampers on it if it saved
me 20 euros.”
“As long as I do not look to much like a freaking hippy, so no flowers or peace signs.”
ATTITUDES TOWARDS MINIVANS
Rental Considerations
Factors Mean
Price 6.43
Reliability 5.92
Own Risk 5.24
Distance from Pick Up 5.06
Size of Van 4.94
Comfort 4.75Size of Company 3.41
Image/brand 2.49
Market analysis
• Geographical useEurope: France, Spain, Germany, Italy, Portugal, Scandinavia
- Western Europe focus.
ATTITUDES TOWARDS MINIVANS
Market analysisOur own analysis
• Price & Reliability over Branding
• High consideration rate
• High income = less consideration
• Males more likely to rent minivans
• Positive past minivan experiences
KEY FINDINGS:
Market analysisConclusions
We must be price competitive & reliable
We must be fashionable
In order to grow the market we must be more attractive than planes or private vehicles
Our goal must be providing an enjoyable experience to youths – a decorated van may not be the answer.
Further Research- Why aren’t females renting minivans- What additional services/options would make a youth
minivan trip enjoyable- Who else might be interested.
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