NVP - Market analysis

Amanda van Hoornaar

Lisa van Vuuren

Suzanne Walthaus

The concept

• What?

• Where?

• To whom?

• For what?

Minivan rental

The Netherlands

Youth

Vacations / Trips

Market segmentation

Dutch population

Youth

But, who are they?

TARget marketDutch Youth

• Demographic

• Psychographic

• Geographic

• Behaviouralistic

Market analysisDutch Youth

Dem

og

rap

hic

• Age: 18 – 24 years old

• Nationality: Dutch

• Education: Student or Recent Graduate

• Family: No Children

• Income: Low

Total youth 15 – 25 years old in 2009: 2.007.386

Market analysisDutch Youth

Psy

cho

gra

ph

ic

• FREE TIME: 6 hours a day

• Communicative lifestyle

- 99% uses INTERNET on a daily basis

• SPORTING: 234 minutes per week

• Partying

- 33% visits a PUB weekly/ 33% monthly

• SMOKING: 34,4%

• Not interested in NATURE

Market analysisDutch Youth

Geo

gra

ph

ic

Most of the youths live in cities with more than 100.000 citizens

Market analysisDutch Youth

Geo

gra

ph

ic

Less percntage youth in Limburg, Noord-Holland, Drenthe & Zeeland

Market analysis Dutch Youth

Beh

avio

ralis

tic

• 65% went on holiday in 2001

• Travelling with: Friends

• Holiday: 1,5 times per year

• Destination: inbound/outbound

• Expenditures per holiday: € 600

Market analysisDutch Youth & Travel

80% of the holidays are outbound

Market analysisOur own analysis

• Short survey

• Existing networks

• Behaviour & Motivation travelling

• Minivan opinion & intention

Market analysis

• Age: 74% between 22-25

• Sex: 55% Male 45% Female

• Education: 78% University Educated

• Marital Status: 49% Single

• Nationality : 82% Dutch

WHO?

Market analysis

• 7-14 days

• 58% travelled with friends

• 65% travelled with 4 or less

• 49% by Air, 37% Car

• Destinations all over Europe

• WINTER?

Only 60% went on a winter holiday in 5 years

TYPICAL SUMMER HOLIDAY?

Market analysis

27% had rented a minivan

13% multiple times

85% of renters were male

92% had positive experiences

Quotes:

“Positive! Lots of fun, freedom, and your home is always with you.”

“Easy, all fit in, enough room in the back for luggage. Easy to have all

people in one car.”

“Positive, because it was cozy, fun and cheap per person.”

PAST MINIVAN EXPERIENCES

Market analysis

Price, Reliability most Important

Image/Brand least important

72.5% will consider renting

38% top income earners wouldn’t consider

79% of past minivan renters would consider

69% of non-renters would not consider renting

“Least thing I care for is the decoration, I would drive a van with Pampers on it if it saved

me 20 euros.”

“As long as I do not look to much like a freaking hippy, so no flowers or peace signs.”

ATTITUDES TOWARDS MINIVANS

Rental Considerations 

 Factors Mean

Price 6.43

Reliability 5.92

Own Risk 5.24

Distance from Pick Up 5.06

Size of Van 4.94

Comfort 4.75Size of Company 3.41

Image/brand 2.49

Market analysis

• Geographical useEurope: France, Spain, Germany, Italy, Portugal, Scandinavia

- Western Europe focus.

ATTITUDES TOWARDS MINIVANS

Market analysisOur own analysis

• Price & Reliability over Branding

• High consideration rate

• High income = less consideration

• Males more likely to rent minivans

• Positive past minivan experiences

KEY FINDINGS:

Market analysisConclusions

We must be price competitive & reliable

We must be fashionable

In order to grow the market we must be more attractive than planes or private vehicles

Our goal must be providing an enjoyable experience to youths – a decorated van may not be the answer.

Further Research- Why aren’t females renting minivans- What additional services/options would make a youth

minivan trip enjoyable- Who else might be interested.