Subject category:
Knowledge, Information and Communication Systems Management
Published by:
Ivey Publishing
Version: 2004-04-06
Length: 11 pages
Data source: Field research
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Abstract
Dollar Thrifty Automotive Group is an automobile rental service and has just launched its latest marketing campaign. The campaign is designed to entice customers to book car rental reservations on their website versus booking on more expensive on-line channels. The campaign hinges on a low price guarantee: book on Dollar''s website, if rates go down Dollar will rebate you. A cost out for the low price guarantee can be determined using both historical data and potential price models, and a breakeven analysis can be performed to determine how much reservations traffic must move to Dollar.com to justify the campaign.
Location:
Industry:
Size:
Large
Other setting(s):
2003
Subject category:
Knowledge, Information and Communication Systems Management
Published by:
Ivey Publishing
Version: 2005-09-26
Length: 8 pages
Data source: Field research
Subject category:
Knowledge, Information and Communication Systems Management
Published by:
Ivey Publishing
Version: 2005-09-21
Length: 3 pages
Data source: Published sources
Subject category:
Knowledge, Information and Communication Systems Management
Published by:
Ivey Publishing
Version: 2009-09-30
About
Abstract
Dollar Thrifty Automotive Group is an automobile rental service and has just launched its latest marketing campaign. The campaign is designed to entice customers to book car rental reservations on their website versus booking on more expensive on-line channels. The campaign hinges on a low price guarantee: book on Dollar''s website, if rates go down Dollar will rebate you. A cost out for the low price guarantee can be determined using both historical data and potential price models, and a breakeven analysis can be performed to determine how much reservations traffic must move to Dollar.com to justify the campaign.
Settings
Location:
Industry:
Size:
Large
Other setting(s):
2003
Related
Subject category:
Knowledge, Information and Communication Systems Management
Published by:
Ivey Publishing
Version: 2005-09-26
Length: 8 pages
Data source: Field research
Subject category:
Knowledge, Information and Communication Systems Management
Published by:
Ivey Publishing
Version: 2005-09-21
Length: 3 pages
Data source: Published sources
Subject category:
Knowledge, Information and Communication Systems Management
Published by:
Ivey Publishing
Version: 2009-09-30