1. Business Operating Model

Rental Services: Provides vehicle rental services globally through a network of locations.

Fleet Management: Manages a diverse fleet of vehicles, ensuring availability and maintenance to meet customer demand.

Technology Integration: Utilizes advanced technology for booking, customer service, and fleet management to enhance efficiency and customer experience.

Partnerships and Affiliations: Collaborates with airlines, hotels, and travel agencies to offer bundled services and promotions.

2. Brand Intel

Positioning: Positioned as a reliable, customer-friendly car rental service that caters to a wide range of travelers, from business to leisure.

Target Audience: Aims at both individual consumers and corporate clients who need flexible transportation solutions.

Brand Messaging: Focuses on themes of reliability, convenience, and customer satisfaction, emphasizing the ease of booking and quality of service.

Sustainability Initiatives: Incorporates eco-friendly vehicle options and sustainability practices into its business strategy.

3. Revenue Model

Rental Fees: Primary source of income from car rentals, including daily, weekly, and long-term rentals.

Additional Services: Revenue from add-ons such as insurance, GPS rentals, child seats, and roadside assistance.

Corporate Contracts: Income from corporate accounts that provide companies with rental services for employees.

Fleet Leasing: Potential revenue from leasing vehicles to other businesses and organizations.

4. Growth Campaigns

Loyalty Programs: Launch of the Hertz Gold Plus Rewards program to enhance customer retention and loyalty.

Promotional Discounts: Seasonal promotions and discounts to attract leisure travelers and corporate clients during peak travel times.

Collaborations with Airlines: Partnerships with airlines to offer package deals and earn loyalty points for rental services.

Innovative Marketing Campaigns: Engaging ad campaigns that leverage digital marketing and social media to reach wider audiences.

5. GTM Intel

Digital Marketing: Strong emphasis on online marketing strategies, including search engine optimization (SEO) and pay-per-click (PPC) advertising.

Social Media Engagement: Actively uses platforms like Facebook, Instagram, and Twitter to promote services and engage with customers.

Content Marketing: Provides valuable travel content, tips, and guides to attract customers and position Hertz as an authority in travel solutions.

Email Campaigns: Targeted email marketing to inform customers about promotions, services, and new vehicle offerings.

6. Implementation of Everyman Brand Archetype

Accessibility: Focuses on making car rentals easy and accessible for everyone, regardless of travel purpose or budget.

Customer-Centric Approach: Prioritizes customer needs and feedback to enhance services and ensure satisfaction.

Community Engagement: Engages with local communities and supports initiatives that align with the brand's values, reinforcing its approachable image.

7. Creating a Connection Brand Vibe

Personalized Services: Offers personalized customer service to create memorable experiences and build rapport with customers.

Community Involvement: Engages in local sponsorships and initiatives that resonate with community values, enhancing brand loyalty.

Customer Stories: Highlights customer experiences and stories in marketing materials to foster a sense of connection and relatability.

Interactive Campaigns: Creates campaigns that encourage customer participation and sharing of experiences, reinforcing community ties.