ROLLING-OUT NEW VALUE PROPOSITIONS & PRICING

Car sharing company

Organization

The client was a market-leading car-sharing business, active in The Netherlands and Germany. Their goal was to renew how they offered value in a crowding market space. Hedera was asked to help develop and test new value propositions, and provide project management support to the renewal program.

Type of project

Business model innovation.

The challenge

  • The car-sharing market was both growing and changing quickly, with many new entrants
  • In an unclear competitive field, the client needed to review how they offered value to existing and new market segments
  • To reinforce a recently completed rebranding, the client also wished to develop new pricing and package deals, that aligned with their core values

What we did

  • Facilitated workshops in which value propositions were identified and developed into concrete product offerings
  • Analyzed the prices of competitors and substitutes for a range of use scenarios
  • Built a price simulation model showing the viability of new pricing schemes, as well as the expected use volumes resulting from price changes
  • Supported a broader “brand revamp” program with project and stakeholder management

The result

  • Clear, simplified value propositions, appealing to both existing and potential customers
  • Understanding of the competitive environment, and the client’s position in it
  • A new pricing structure, strategically positioned against competition pricing, and inclusive of new subscriptions and packages that define the client’s brand values in a crowded market
hedera-adminRolling-out new value propositions & pricing [Automotive]