INDIVIDUAL REPORT ON BRAND

ASSESSMENT TASK – ASSIGNMENT 2

MKT10009
FUNDAMENTALS OF MARKETING

VI THU TRANG
Student Number: 104212265
Course: BA-BUS10
Tutorial: SEP 2023
Due Date: 29 October
Word Count: 1422 words

Thrifty
Car rental 24/7
TABLE OF CONTENTS

A – SUMMARISE THE BRAND

1. Introduction.........................................................................................................3
2. Marketing Mix 4P’s
2.1 Product ......................................................................................................4
2.2 Price ...........................................................................................................5
2.3 Place .........................................................................................................6
2.4 Promotion................................................................................................7
3. Three-levelvel analysis of ‘ PRODUCT’
3.1 Core Value Product ...............................................................................8
3.2 Actual Product .......................................................................................8
3.3 Augmented Product ............................................................................9

B – MACRO AND MICRO FACTORS

1 .Macro ...........................................................................................................10
2. Micro ............................................................................................................11

C- PERSONAL OF IDEA TARGET CONSUMER SEGMENT IN

AUSTRALIA ............................................................................................................12

D- CONCLUSION ...............................................................................................13

References ...........................................................................................................13-14
A – SUMMARISE THE BRAND

1. Introduction

In this brand report, I will analyze the marketing aspect of Thrifty

and how the brand has applied marketing strategies to achieve its
current success.
Established in 1958 under the name Thrifty Rent a Car System, Inc.,
the business has experienced consistent growth throughout the
years. Thrifty is present in more than 170 sites around Australia.
Furthermore, Thrifty has over 1,000 outlets in North, Central, and
South America, Africa, Europe, the Middle East, the Caribbean, Asia,
and the Pacific. It operates in 77 countries and territories. (Thrifty
Car Rental Australia, 2023)
Thrifty was acquired two years after its founding, along with Dollar
Rent A Car, by Chrysler Corporation. In November 2012, Hertz Global
Holdings, Inc acquired Dollar Thrifty Automotive Group, Inc. Hertz
Holdings, through its subsidiary The Hertz Corporation (“Hertz”)
operates its car rental business through the Hertz, Dollar and Thrifty
brands from approximately 10,460 corporate locations.

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 2.Marketing Mix 4P’S
2.1 Product:
Thrifty car rental have many different segments and models to best suit
the needs of each customer.
Thrifty ensures quality cars, cheap prices, and unlimited KM. To ensure
customers' satisfaction, Thrifty has a multitude of vehicle models with
full notes on the characteristics of each vehicle type. Depending on the
terrain, speed, width, and number of people, the notes will be
convenient for customers to rent according to their needs. Some popular
car models include SUV, Sedan, Hatchback, Minivan. In addition, Thrifty
also has vehicles with larger capacities, such as the Cubic Metre Van,
Metre Ripper Truck, or Single Cab Tray Ute 4WD.

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 2.2 Price:
With reasonable prices, Thrifty has partly succeeded in being a good
choice for customers. As a subsidiary of a large car rental company,
Thrifty still affirms its name in the rankings with an equally strong
position. 25% of our users found a rental car from Thrifty in Mobile
for $42 or less, and on average, Thrifty economy cars are 27% cheaper
than other vehicles (Kayak, 2023).
Price comparison between other major brands (Skyscanner, 2022):

Thrifty car rental with Average price-$89 per day

Lowest price-$42 per day
Avis car rental with Average price-$87 per day
Lowest price-$51 per day
Europcar car rental with Average price-$107 per day
Lowest price-$57 per day
Budget car rental with Average price-$118 per day
Lowest price-$51 per day

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 2.3 Place:
Customers can book car rentals through the e-commerce platform on
Thrifty's official website with a 24-hour customer service team. The
websites are robust and scalable, and users can book tickets at any
time.
As mentioned above, Thrifty is present in more than 170 sites around
Australia, including major airports, urban areas, rural and regional
areas like Sydney, Perth, and Brisbane, and vacation spots like Cairns,
Broome, and Byron Bay. Not only that, North, Central, and South
America, Africa, Europe, the Middle East, the Caribbean, Asia, and the
Pacific all have thrifty bases.

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 2.4 Promotion - Digital Marketing:

Thrifty Car Rental and Travelocity have a longstanding partnership.

Utilizing Travelocity's platform, a comprehensive marketing campaign was
implemented with the goal of maximizing visibility. This involved various
strategies, such as the creation of a dedicated microsite, utilization of
standard display ads, homepage takeovers, social media ads, and email
newsletters.
Additionally, the campaign featured a partnership with Travelocity's well-
known Roaming Gnome. The Roaming Gnome embarked on a road trip to the
Southwest national parks, fueled by Thrifty Car Rental. Travelocity and
Thrifty collaborated by sharing numerous posts and stories from the Roaming
Gnome's adventure. These updates not only inspired family travelers for
future holidays but also encouraged social media followers to follow the
gnome's journey and interact with him along the way, such as participating in
voting for his next destinations. (Expedia Group, 2022)

The results of the campaign were remarkable, including a noteworthy 13%

increase in Thrifty Car Rental bookings on Travelocity. Moreover, the social
media activations yielded impressive outcomes, boasting a 0.18% engagement
rate and reaching a wide audience of over 1.7 million individuals through
owned social media channels and influential figures within the online sphere.

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3.Three-level analysis of ‘product’
3.1.Core value product:
With a network of 18 experienced franchise operators, working with
the motto 'Passionate, individual service, everytime' creates the core
value of Thrifty (Bargainwheels, 2011):
Flexibility
Competitiveness
Passion
Dynamism
Trust
Loyalty

3.2.Actual product:
Thrifty has up to 83 different large and small car lines, with a variety
of models to meet all customer requirements. Small cars, family
cars, cars dedicated to special terrains, and large displacement
vehicles.
The company's logo includes two main colors: white and blue.
Simple but outstanding design helps customers easily identify or
search anywhere.

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 3.3.Augmented product:
Thrifty deals with users directly, combining convenient modern web
information technology with a good customer experience.

Each car model comes with a short, detailed table of characteristics

and features. Customers can also call the 24-hour help desk to learn
more about each requirement they have with their rental car. When
clicking on Thrifty's main website, customers will have detailed
instructions and explanations on how to use the service.

The layout of the website is uncomplicated and intuitive. Due to its

user-friendly layout, Thrifty's diverse offerings are easy to navigate
and understand. Thrifty car rental details each term, information
security, and customer benefits. At the same time, we ensure that our
products will meet consumer needs.

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 B – MACRO AND MICRO FACTORS
1.Macro factors:
Many factors have influenced the growth of the car rental industry in
Australia. One of them is the decline following the impact of COVID-
19, the pandemic that closed Australia, one of the major international
tourism markets, from March 2020 to February 2022. The bans on
travel, blockades, or long-term restrictions on activities have pulled
the industry's attractiveness down sharply. In addition, the increasing
demand for large and large-capacity cars means companies have to
both ensure the quantity and quality of vehicles while balancing the
vehicle lines they are using. The car rental market in Australia is
expected to have price pressure as customers gradually book cars on
aggregator websites that allow them to compare prices between
businesses in the industry. The problem comes back to the suppliers
about who has the more customer-satisfying price.

2.Micro factors:
Based on the meaning of the paragraph below, rewrite a new
paragraph. Since every consumer group is different, so are their
demands for the products and services offered by the organization. In
order to meet the demands of each group, businesses must modify
their management techniques and practices. Customers are divided
into many groups based on their needs and age. Therefore, the
operational forms of each location must also be carefully analyzed. For
example, Brisbane is the third-largest city in Australia, with a
population of 2.2 million people. Ages from 15 to 65 years old will be
prioritized for research. The company needs to provide many options,
from low-class cars to high-class cars, low-priced to high-priced, cargo
cars or family cars. According to research data from the chart below:

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The average monthly debt payment for Brisbane residents is $2,400.
People are paying an average rent of $530 per week, Brisbane's weekly
personal income is $859, median weekly family income is $2386 and
the weekly household income is $1828. In conclusion, people can
afford Thrifty's car rental service. (Assignment help, 2016)

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C- PERSONAL OF IDEA TARGET CONSUMER SEGMENT IN
AUSTRALIA

PHAN
KHANH VY
RENTING BEHAVIOR
Because I will be traveling for a long time, I will
prioritize cars that are easy to move and safe.
I don't need to travel in large groups or move too
PERSONAL INFO far from my residence, so I don't need a large car.
I will prioritize cars with GPS navigation and touch
screens to play music and watch movies.
Gender: Female
Age: 22 MOTIVATION
Location: Ha Noi,Vietnam Be proactive in traveling.
Family: Single Convenience of space and seating.

Work: Influencer FRUSTRATION

Income: about $1000/
month
Life Goals: retire early at
age 35 and travel abroad
Traveling in Australia is already quite
expensive, so long-term car rental
costs a large amount of money.
CRITERIA
Small car, easy to move and safe.
Has GPS and touch screen.
Good price

LIFE GOAL
After testing Thrifty's car rental service, I
realized how convenient the car rental
service is. For a young person like me, who
doesn't have too much money to spend on
buying a car, this is a convenient option
that I aim to use for a long time in the
future.
 D- CONCLUSION

Regarding the conclusion, Vy is satisfied with the service because of

the convenience it brings in accordance with her needs for a car. Good
prices, easy-to-understand car rental instructions, guaranteed
benefits, diverse car lines and features on each car type have created
trust with customers. In short, Thrifty has successfully attracted
attention and comfort to customers.

References

Assignment help. “Marketing Plan: Enterprise Rent a Car Get Free

Sample:Click Now.” Myassignmenthelp.com, 2016,
myassignmenthelp.com/free-samples/marketing-plan-enterprise-
rent-a-car.
Bargainwheels. “Thrifty Mission and Values - Cheap Discount Car
Hire at Bargainwheels.” Bargainwheels Car Rental, 23 June 2011,
www.bargainwheels.com.au/thrifty-philosophy.htm. Accessed 28
Oct. 2023.
Eternally65. “Thrifty Car Rental Scam.” Reddit, 13 Dec. 2022,
www.reddit.com/r/Scams/comments/zl0fpw/thrifty_car_rental_sca
m/. Accessed 28 Oct. 2023.
Expedia Group. “Thrifty Car Rental Success Story | Car Rental
Marketing Campaign.” Expedia Group Media Solutions, 2022,
advertising.expedia.com/insights/success-stories/thrifty-car-
rental-drives-awareness-for-domestic-and-family-travel/.
Accessed 29 Oct. 2023.
John. “Thrifty Car Rental Scam - Grand Cayman Forum -
Tripadvisor.” Www.tripadvisor.com, 2018,
www.tripadvisor.com/ShowTopic-g147365-i261-k11071644-
Thrifty_Car_Rental_Scam-Grand_Cayman_Cayman_Islands.html.
Accessed 28 Oct. 2023.
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 Kayak. “Thrifty Car Rentals in Mobile from $37/Day.” KAYAK,
2023, www.kayak.com/Thrifty-Car-Rentals-
Mobile.ATHRIFTY.10575.cl.ksp. Accessed 28 Oct. 2023.
Skyscanner. “Compare Cheap Car Rental | Skyscanner.”
Www.skyscanner.co.il, 2022, www.skyscanner.co.il/car-rental.
Accessed 28 Oct. 2023.
Thrifty. “About Us | Thrifty Car Rental Australia.”
Www.thrifty.com.au, 1 July 2023, www.thrifty.com.au/about-
us#:~:text=Established%20in%201958%20as%20Thrifty. Accessed
27 Oct. 2023.
---. “General Information.” Www.thrifty.com, 2023,
www.thrifty.com/AboutUs/content/General_Info.aspx. Accessed 27
Oct. 2023.
Thrifty car rental policy. “Thrifty Car Rental Policy | Thrifty.”
Www.thrifty.com, 1 July 2023,
www.thrifty.com/AboutUs/content/GeneralPolicies.aspx.

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