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Fox Rent a Car - Rebranding Strategy

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Konrad Burchardt
Konrad Burchardt

Konrad Burchardt presents a situation analysis for Fox Rent a Car. Fox was founded in 1989 as a discount brand serving airports, but now has poor online presence and reputation. While it offers low prices and no fees for younger renters, its small fleet size limits opportunities. The analysis identifies improving Fox's social media strategy and online image as the key challenge to attract more of the target demographic of travelers aged 25-40 who are active online. A new digital strategy is proposed using multiple social media platforms to filter negative comments, provide better customer service, and change public perception to establish Fox as a great brand.

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Konrad Burchardt Account Planning 2
Situation Analysis
Company Analysis • Founded in 1989 as a discount brand to airport travelers. • Lowest Rate in the market. • Is located on the 14 major airports across U.S. • Private Owned Company • Based in Los Angeles California Competitive Analysis • Budget , Enterprise and Hertz are major competitors and market leaders. • Massive floats of cars. • Competitive Prices • Are located in almost every city and airport around U.S
Consumer Analysis • Age between 19 and 40 year old • First Type: Rent a car for transportation and look the cheapest. • Second type: The one who uses the car for business. • Third Type: Looking for luxury cars
SWOT Analysis
Strength • Lowest prices on the market . • No 25 Year old Fees. • Credit card is not mandatory for reservations and for renting. • Good deals each month Weaknesses • Float of car is not as big as the competition • Luxury car division dont exist • No precense in most of the airports • Very poor effort in social media and advertising. • Very bad reputation on the internet • People are not familiar with the brand.
Opportunities • They can start new business in other airports • U.S is a very tourist country. Especially California. • Competition is not worried about them because is still a very small company in comparison to Hertz, Budget, Enterprise, Etc. Threats • Gas Price • Economy • Angry customer that share opinion on the internet
Research Guide
What do people have to say about Fox Rent a Car on Tweeter
What do people have to say about Fox Rent a Car on Facebook Actual Fox Rent a Car Facebook Fan Page
SPAM?
Brief
What is the Problem? • Fox Rent a Car Doesn’t have a solid online strategy. • Use it in a better way. • Consumers share everything • Bad reputation on the internet. Who is this among? • Male/Female • Ages Between 25-40. • Smartphone users. • Active in social media. • Like to share what he/she thinks and also read what others think.
How are we most likely to solve the problem? • New Social media Image. • Firendly brand online. • Active in most important Social Channel. • Take advantage of what we already have. • Reposition Fox on the internet. Why? • We want to be the Rental car company that hears the customer. • We want to take care of the customer.
The inspirations? • To give people a better service and let them speak and be heard. Requirements? • • • • • • • • • Facebook Twitter Foursquare Tumblr Agora Pulse Google Google/Alerts Topsy SocialSeek
What succes look like? • Success will be when we create communication between people in a positive way. Sharing positive comments about Fox Rent A Car.
Summary
Problem • Social media Efforts are very Poor. • People Dont know the brand • Neggative comments on the internet Challenge • Change what people think about Fox Rent a Car. • Get Closer to the customer • Be introduced to new customer as a GREAT BRAND Digital Strategy • • • • • • • • Facebook Twitter Foursquare Tumblr Agora Pulse Engagio Topsy Social Seek
The Plan
• Filter coments in Front Page Iframes • Claim Page • Your Trip • Live Chat • Reservations ACTUAL FACEBOOK FAN PAGE NEGGATIVE COMMENTS NEW DESIGN Only positive Comments
• • • • • Create Different Accounts: ACTUAL TWITTER PAGE @FoxRentaCar – General Information @FoxRentaCar_Claims – Claims @FoxRentaCar_Help – Free Roadside Assistance Foursquare - @FoxRentaCar_Help- Tracking Tow. NEW DESIGN INFO TWITTER ACCOUNTS CUSTOMER SERVICE NUMBER
• Blog linked to Facebook • Trip Stories from our customers. • Manage and grow Facebook Precense. • Update Content on Fan Page. • Analytics.
• Manage all conversation in one place. • Usefull on Twitter. • Manage conversation between users talking about our brand. (positive or negative)
Thank You

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Fox Rent a Car - Rebranding Strategy

  • 3. Company Analysis • Founded in 1989 as a discount brand to airport travelers. • Lowest Rate in the market. • Is located on the 14 major airports across U.S. • Private Owned Company • Based in Los Angeles California Competitive Analysis • Budget , Enterprise and Hertz are major competitors and market leaders. • Massive floats of cars. • Competitive Prices • Are located in almost every city and airport around U.S
  • 4. Consumer Analysis • Age between 19 and 40 year old • First Type: Rent a car for transportation and look the cheapest. • Second type: The one who uses the car for business. • Third Type: Looking for luxury cars
  • 6. Strength • Lowest prices on the market . • No 25 Year old Fees. • Credit card is not mandatory for reservations and for renting. • Good deals each month Weaknesses • Float of car is not as big as the competition • Luxury car division dont exist • No precense in most of the airports • Very poor effort in social media and advertising. • Very bad reputation on the internet • People are not familiar with the brand.
  • 7. Opportunities • They can start new business in other airports • U.S is a very tourist country. Especially California. • Competition is not worried about them because is still a very small company in comparison to Hertz, Budget, Enterprise, Etc. Threats • Gas Price • Economy • Angry customer that share opinion on the internet
  • 9. What do people have to say about Fox Rent a Car on Tweeter
  • 10. What do people have to say about Fox Rent a Car on Facebook Actual Fox Rent a Car Facebook Fan Page
  • 11. SPAM?
  • 12. Brief
  • 13. What is the Problem? • Fox Rent a Car Doesn’t have a solid online strategy. • Use it in a better way. • Consumers share everything • Bad reputation on the internet. Who is this among? • Male/Female • Ages Between 25-40. • Smartphone users. • Active in social media. • Like to share what he/she thinks and also read what others think.
  • 14. How are we most likely to solve the problem? • New Social media Image. • Firendly brand online. • Active in most important Social Channel. • Take advantage of what we already have. • Reposition Fox on the internet. Why? • We want to be the Rental car company that hears the customer. • We want to take care of the customer.
  • 15. The inspirations? • To give people a better service and let them speak and be heard. Requirements? • • • • • • • • • Facebook Twitter Foursquare Tumblr Agora Pulse Google Google/Alerts Topsy SocialSeek
  • 16. What succes look like? • Success will be when we create communication between people in a positive way. Sharing positive comments about Fox Rent A Car.
  • 18. Problem • Social media Efforts are very Poor. • People Dont know the brand • Neggative comments on the internet Challenge • Change what people think about Fox Rent a Car. • Get Closer to the customer • Be introduced to new customer as a GREAT BRAND Digital Strategy • • • • • • • • Facebook Twitter Foursquare Tumblr Agora Pulse Engagio Topsy Social Seek
  • 20. • Filter coments in Front Page Iframes • Claim Page • Your Trip • Live Chat • Reservations ACTUAL FACEBOOK FAN PAGE NEGGATIVE COMMENTS NEW DESIGN Only positive Comments
  • 21. • • • • • Create Different Accounts: ACTUAL TWITTER PAGE @FoxRentaCar – General Information @FoxRentaCar_Claims – Claims @FoxRentaCar_Help – Free Roadside Assistance Foursquare - @FoxRentaCar_Help- Tracking Tow. NEW DESIGN INFO TWITTER ACCOUNTS CUSTOMER SERVICE NUMBER
  • 22. • Blog linked to Facebook • Trip Stories from our customers. • Manage and grow Facebook Precense. • Update Content on Fan Page. • Analytics.
  • 23. • Manage all conversation in one place. • Usefull on Twitter. • Manage conversation between users talking about our brand. (positive or negative)