localiza investor meeting v.inglês

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  • 1

    Public Meeting

  • 2

    1. Customer Experience

    2. Advertising Strategy

    3. Digital Marketing

    4. Business Intelligence

    Agenda

  • 3

    CUSTOMER EXPERIENCE

  • 4

    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

  • 5

    Starts before

    What the customer needs

    NEEDS

    Localiza Customer

  • 6

    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

  • 7

    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 carto de crdito:

    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

  • 8

    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

  • 9

    Customer Experience

    Reservation Service and POS Withdrawal and Return

    Localiza APP

    Localiza Way

    Localiza Express

    Connected Van

    Handheld

    New Localiza.com Features

  • 10

    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%

  • 11

    Videowall - Interactive content , wi-fi, self service totem , signage , counters in woody tone, leaving a more intimate atmosphere .

    New POS (Point of Sale)

  • 12

    ADVERTISING STRATEGY

  • 13

    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 ?

  • 14

    Advertising Segmentation

    Big

    Companies

    Small and Medium

    Businesses

    Travel agencies

    Leisure / Travel

    Business Insurance -

    replacement

  • 15

    Inhotim Inhotim Promoo Ford KA Hopi Hari

    Engagement Campaigns

  • 16

    Leisure Marketing Campaign - Holidays

  • 17

    Leisure Marketing Campaign - Weekends

  • 18

    Marketing Campaign for Leisure Winter Vacation15

    Exploring a WW movie release Minions (Animation)

  • 19

    Marketing Campaign for Business Segment

  • 20

    Marketing Campaign for Local Businesses

  • 21

    Travel Campaign

  • 22

    Marketing Campaign with key Partners (GOL Airlines)

  • 23

    DIGITAL MARKETING

  • 24

    Facebook - 73k Followers Twitter 1k Followers

    Linkedin 24k Followers Youtube

    Social Media

  • 25

    Social Media - Interactions

  • 26

    Visitor

    Remarketing

  • 27

    Site Visitor

    Remarketing

  • 28

    Visitor Site Dropout

    Remarketing

  • 29

    Ad

    Remarketing

    Visitor Site Dropout

  • 30

    Visitor Returning

    Remarketing

    Ad Visitor Site Dropout

  • 31

    Localiza.com

    Remarketing

    Ad Visitor Localiza.com Dropout

    Visitor Returning

  • 32

    Marketing Campaign Valentine's day

    Metric Valentine`s Day

    Reach 1.966.535

    Likes 8.296

    LOCALIZA_150615_10HS.mp4

  • 33

    Marketing Campaign Fathers day

    Metric Father`s Day

    Reach 2.032.346

    Likes 63.563

  • 34

    Localiza.com

    + 700K unique visitors + 4,000 K page views

  • 35

    BUSINESS INTELLIGENCE

  • 36

    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

  • 37

    Analytical Tools B.I.

  • 38

    How big is our leisure market?

    Classe Pontos

    ABEPPontos ABEP

    Renda Mdia Familiar (em

    R$) - 2012

    1 diria (*) x

    Renda mensal3 dirias

    1 diria x

    Renda anual

    3 dirias /

    Renda Anual

    7 dirias /

    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%

    Diria Mdia 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

  • 39

    Monitoring Business Customers

  • 40

    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

  • Investor meeting_slide mestreLocaliza Investor Meeting v. inglsPDF Investors Day v2.2 - ingls (sem processo de vendas)