Extensive Marketing Strategy Of Enterprise - Rent A Car

Enterprise, a leading brand in the car rental industry, is renowned for its strong market presence and extensive product range, including car rentals, leasing, and car-sharing services. Enterprise has become a leader in the car rental industry thanks to its exceptional customer service and extensive network of locations.

In this case study, we will delve into understanding the marketing strategy of Enterprise from a marketing perspective. We’ll explore the marketing strategies of Enterprise, and its failed campaigns and assess its performance in the digital landscape. This analysis will provide a comprehensive overview of Enterprise’s marketing approach.

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About Enterprise

Source: Google

Founded in 1957 by Jack Taylor, Enterprise Rent-A-Car has grown from a small leasing company into a global leader in car rental services. With a focus on exceptional customer service, Enterprise has expanded its reach across the United States, Canada, Europe, and beyond.

Starting with just seven cars, the company experienced rapid growth, eventually employing over 68,000 people and operating thousands of locations worldwide. Enterprise’s commitment to customer satisfaction and convenient locations set it apart from competitors.

Over the years, the company expanded its services to include car sharing and a strong emphasis on environmental sustainability. With a consistent focus on customer needs and innovation, Enterprise’s marketing strategy has ensured that the company solidifies its position as a dominant player in the car rental industry.

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What’s New With Enterprise?

• Revenue (2023): Thanks to the brilliantly created marketing strategy of Enterprise, the company managed to generate a revenue of $24.1 billion (Source: Enterprise Holdings Annual Report)
• Number of Employees: Over 100,000 employees(Source: Enterprise Corporate)
• Market Share: 30% of the US car rental market (Source: Statista)
• Customer Satisfaction: 84% customer satisfaction (Source: J.D. Power)

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Business News

The company announced a strategic partnership with a leading electric vehicle manufacturer to incorporate more electric vehicles (EVs) into their rental fleet, aligning with their sustainability goals.

Product Launch

Enterprise launched a new mobile app feature that allows customers to manage their rentals, make modifications, and access customer support more efficiently.

Marketing News

One of the more recent marketing strategies of Enterprise, the ‘Pick Enterprise. We’ll Pick You Up’ campaign, focuses on the convenience and reliability of their services, utilising various digital and traditional media channels. Want to understand the factors that digital marketers consider when designing the marketing strategy of Enterprise? Check out our digital marketing courses with placement to understand this from a marketer’s point of view.

Celebrity News

As a part of Enterprise’s marketing strategy, the company partnered with renowned actor Chris Pratt for a series of commercials promoting their new fleet of environmentally friendly vehicles.

Buyer Persona

A buyer persona gives a detailed description of the enterprise’s ideal customer. Enterprise’s marketing strategy is based on its audience’s motivations, preferences, challenges, and online activities.

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Marketing Strategy of Enterprise

Let’s dive deep and learn about the marketing strategy of Enterprise and how it has expanded over the years.

Segmentation, Targeting, and Positioning

As a part of Enterprise’s marketing strategy, the company has effectively segmented its customer base into retail and corporate clients, tailoring its services to meet their specific needs. Unlike competitors who primarily focus on airport rentals, Enterprise has a wider network of branches, making it a convenient choice for local customers.

The company pioneered a new market segment by serving customers whose vehicles were damaged or stolen. This innovative approach has been adopted by competitors, highlighting Enterprise’s role as a market leader.

With a strong focus on customer satisfaction, Enterprise has built a reputation for providing easy and efficient car rental services. As one of the three largest rental car companies in the United States, with a 33.2% market share, Enterprise has successfully captured a diverse customer base.

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Enterprise Digital Marketing Strategy

Below is a list of components that are employed when formulating the marketing strategy of Enterprise:

Social Media Marketing

As a part of Enterprise’s marketing strategy, the company has effectively leveraged social media platforms to communicate with its target audience. With a strong following of 500K on Facebook, the company has focused its main promotional efforts on this platform. While they also maintain a presence on LinkedIn, Instagram, and Twitter, their engagement is significantly higher on Facebook.

• LinkedIn: 232K followers
• Facebook: 500K followers
• Instagram: 23K-24K followers
• Twitter: 39K followers

SEO Strategies

As per SEO ranking, it is said that the number of keywords (Queries used to search information over the internet) below 500 is bad, above 1,000 is good, and 10,000+ is amazing. Here the website www.enterprise.com has 822,297 organic keywords (Keywords driving unpaid traffic). More than amazing it shows that the digital marketing of Enterprise has gained huge insight.

The monthly organic traffic (Unpaid visits on a website) on the website is over 16,735,415 which shows how many people visit it every month. This shows the website that a lot of people trust this website and maybe are regular users.

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Influencer Marketing

As a result of Enterprise’s marketing strategy, the company does not use any major influencer marketing strategy. Having a huge history of over 65 years it has made a huge impact by gaining people’s trust over the years. Enterprise is the largest car rental company in the United States. It owns well-known brands like National Car Rental and Alamo Rent-A-Car. To showcase its ability to handle high demand, Enterprise featured actor Gerard Butler in a 2019 ad campaign.

E-Commerce Strategies

Source: enterprise.com

Enterprise has its own website which has a huge number of monthly organic traffic, you must have read this in the section on SEO strategies. This website offers various services such as car rentals, car sales and maintenance services. The website is easy to navigate and directs you to your destined location without a lot of hassle

The e-commerce element of enterprises’ marketing strategy, has performed well. This can be seen from the huge number of organic traffic visiting them every month. For more insight keep reading below.

Mobile App

Source: play.google.com

Enterprise makes life easier with its mobile app. Available for both iOS and Android, the app offers the same services as the website, from renting to buying and selling cars.

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Marketing And Advertising Campaign Designed by Enterprise Marketing Strategy

1. ‘Everyday Travels’

Enterprise Rent-A-Car’s marketing campaign isn’t just about flashy cars and sunny vacations. In 2022, they took a fresh approach, highlighting how their services seamlessly fit into the everyday lives of their community. This campaign emphasised how Enterprise makes life easier, whether you need a reliable car for errands, work commutes, or unexpected situations

Needless to say, this is a testament to the brilliant marketing strategy of Enterprise.

2. ‘Whatever the Mission’

Source: Google

This campaign was done by Enterprise in 2019. Here, actor Gerard Butler starred in a series of high-intensity action sequences to show that Enterprise can handle the most demanding time smoothly. This campaign, which was a massive part of the marketing strategy of Enterprise turned out to be a huge hit as it got a lot of attention from all over.

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3. ‘Meet the Parents’

This marketing strategy of Enterprise was executed in 2017 with rental agent Brad and straight-laced Englishman Dave helping various customers about the Enterprise. It was a great success and made people aware of the various services provided by the agency.

The Marketing Strategy of Enterprise That Failed

As a part of Enterprise’s marketing strategy, the company ran a ‘City Commutes Made Easy’ campaign. It aimed to promote Enterprise’s short-term rental services for urban dwellers, by highlighting the convenience and flexibility of renting a car for city commutes. The campaign featured various ads showcasing busy professionals effortlessly navigating through the city with the help of Enterprise rentals.

Issue: A campaign promoting short-term rentals for city commutes faced backlash for perceived insensitivity towards urban congestion and pollution issues.

Backlash: This marketing strategy of Enterprise received criticism from environmental groups and urban planners, leading to negative publicity and calls for more responsible marketing.

Response: Enterprise quickly pulled the campaign, issued a public apology, and pledged to focus on more sustainable and community-friendly marketing strategies in the future.

Top Competitors That Influence the Marketing Strategy of Enterprise

Enterprise is not the only company that dominates this industry. Many other players can have a huge impact on Enterprise’s marketing strategy:

• Hertz: Known for its extensive network and innovative services, including car-sharing options.
• Avis: Offers a wide range of vehicles and premium services aimed at business travellers.
• Budget: Focuses on providing cost-effective rental options for budget-conscious customers.
• Alamo: Popular for its family-friendly services and straightforward rental process.
• National Car Rental: Renowned for its loyalty programs and services tailored to business travellers.

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