Strategic study of brand positioning for a car rental company
Context
In a context of merging two brands under a single Group banner, a car rental company wanted to build a brand platform with clear differentiation between its two rental networks, while at the same time pooling them.
Objective
Design a Group positioning for the two networks and define the service offering from headquarters for its networks to deliver the BtoC offer.
VERTONE contribution
Diagnosis of the current situation to understand the Group's revenue model, the operation of each network and the support offered by Head Office, analysis of the market ecosystem in which the two networks operate to identify trends, the positioning of competitors and substitutes and customer expectations, co-construction with Head Office teams of a Group positioning and its application to the two networks, as well as the Head Office service offering to the networks, identification of areas of work on offers and services, aligned with the new positioning and the expectations of the various stakeholders.To find out more, contact our team
