1

Public Meeting

2

1. Customer Experience

2. Advertising Strategy

3. Digital Marketing

4. Business Intelligence

Agenda

3

CUSTOMER EXPERIENCE

4

How we see our customer

CUSTOMER JOURNEY RENTING A CAR

CHOOSING RESERVATION GOING TO

THE LOCATION CONTRACT AND KEYS

ENJOYING THE RIDE

RETURNING THE CAR

HOW DO I GO BACK HOME?

AFTER SALES

5

Starts before

What the customer needs

NEEDS

Localiza Customer

6

• Buying decision involves: first by his own previous experience (75% ), then the

opinion of the family ( 68%) , the opinion of friends ( 31%) and , finally, the

information obtained by television ( 24%) and the Internet ( 23%).

• The customer values individuality and are also aware of the importance they have

for brands. Just over a third (37 % ) of consumers seeks what is “trendy”.

• Status remains synonymous with quality - 58% - products or services known

brands are better than others, and 72% say they are loyal to brands they like.

Fonte: Ibope

Consumer Behavior

7

Universe basis for the study of the public.

Public that normally rents cars.

Target of the universe studied

Pessoas com 35 a 54 anos que possuem cartão de crédito:

44.482.000

Extracting the public basis, the potential consumer audience car rental. People planning to travel in the next 12 months: 18.695.000 people

Localiza Consumer- people between 35-54 who have credit card and who plan to travel in the next 12 months. A relevant fact is that only 11.1 % of the public used car leasing in the past 12 months.

(Fev13-Fev14)

Comparing Targets

People between 35-54 who have credit card

8

To act with precision must go through a few steps, closing a planning cycle :

Strategy: • Product and Offer

• Marketing Planning • Commercial Planning • Market Communication

PLANNING

360°

Results • Analysis Goals • Lessons Learned • Preparation for the nex

event

Communication • Advertising • Digital Marketing • Promotional Marketing • POS • Distribution Channels

THEME

Engagement • Social Media • Partnerships and Promotions • Live Marketing

9

Customer Experience

Reservation Service and POS Withdrawal and Return

Localiza APP

Localiza Way

Localiza Express

Connected Van

Handheld

New Localiza.com Features

10

Loyalty Program Localiza

A revitalized program will be launched in November

Since 2000 Members: 4.7 M Bonuses Awarded: 1.1 M Bonuses redeemed: 301 k (28%) Additional Rentals Sold per bonus

given: 70%

11

Videowall - Interactive content , wi-fi, self service totem , signage , counters in woody tone, leaving a more intimate atmosphere .

New POS (Point of Sale)

12

ADVERTISING STRATEGY

13

Big

Companies

Small and Medium

Businesses

Travel agencies

Leisure / Travel

Business Insurance -

replacement

Clients Segmentation

Segmentation: consumer behavior, consumption patterns , demographics , among others. How do I speak to this audience ? When I talk to this audience ?

14

Advertising Segmentation

Big

Companies

Small and Medium

Businesses

Travel agencies

Leisure / Travel

Business Insurance -

replacement

15

Inhotim Inhotim Promoção Ford KA Hopi Hari

Engagement Campaigns

16

Leisure Marketing Campaign - Holidays

17

Leisure Marketing Campaign - Weekends

18

Marketing Campaign for Leisure – Winter Vacation´15

Exploring a WW movie release Minions® (Animation)

19

Marketing Campaign for Business Segment

20

Marketing Campaign for Local Businesses

21

Travel Campaign

22

Marketing Campaign with key Partners (GOL Airlines)

23

DIGITAL MARKETING

24

Facebook - 73k Followers Twitter – 1k Followers

Linkedin – 24k Followers Youtube

Social Media

25

Social Media - Interactions

26

Visitor

Remarketing

27

Site Visitor

Remarketing

28

Visitor Site Dropout

Remarketing

29

Ad

Remarketing

Visitor Site Dropout

30

Visitor Returning

Remarketing

Ad Visitor Site Dropout

31

Localiza.com

Remarketing

Ad Visitor Localiza.com Dropout

Visitor Returning

32

Marketing Campaign – Valentine's day

Metric Valentine`s Day

Reach 1.966.535

Likes 8.296

33

Marketing Campaign – Father’s day

Metric Father`s Day

Reach 2.032.346

Likes 63.563

34

Localiza.com

+ 700K unique visitors + 4,000 K page views

35

BUSINESS INTELLIGENCE

36

1- Internal and External Data

2- Strategic Information

3 - Shared Knowledge

4 – Actionable Intelligence

Anticipation and Reaction

Report

B.I

Intelligence Process of Localiza

Recomendation

37

Analytical Tools – B.I.

38

How big is our leisure market?

Classe Pontos

ABEPPontos ABEP

Renda Média Familiar (em

R$) - 2012

1 diária (*) x

Renda mensal3 diárias

1 diária x

Renda anual

3 diárias /

Renda Anual

7 diárias /

Renda Anual

A1 42 - 46 R$ 12.926,00 1,17% 3,52% 0,098% 0,293% 0,685%

A2 35 - 41 R$ 8.418,00 1,80% 5,41% 0,150% 0,450% 1,051%

B1 29 - 34 R$ 4.418,00 3,43% 10,30% 0,286% 0,858% 2,003%

B2 23 - 28 R$ 2.565,00 5,91% 17,74% 0,493% 1,478% 3,450%

C1 18 - 22 R$ 1.541,00 9,84% 29,53% 0,820% 2,461% 5,742%

C2 14 - 17 R$ 1.024,00 14,81% 44,44% 1,234% 3,703% 8,641%

D 8 - 13 R$ 714,00 21,25% 63,74% 1,770% 5,311% 12,393%

E 0 - 7 R$ 477,00 31,80% 95,40% 2,650% 7,950% 18,550%

Diária Média 1 2 3 7

R$ 151,69 151,69R$ 303,38R$ 455,07R$ 1.061,83R$

4,40%Comprometimento da renda

Notes: Market daily average rate

Consumer drivers

39

Monitoring Business Customers

40

Expected benefits:

Maio Junho Julho Agosto Increased volume

Increase in Total Revenues

Price control

Smart pricing

Best results

41

Thank you!

Localiza Connect

Mobile

App

Fully Connected Fleet Management

Localiza Connect

Consulting

Localiza Connect

Dashboard

Localiza Connect

Fleet View

Localiza Connect - Fleet View

Is your team where your Clients need it?

How are your drivers behaving?

Are your fleet planning and sizing being efficient?

Do you use your fleet as a competitive intelligence tool?

Localiza Connect - Fleet View

Map Viewing

Route planning

Search for the nearest car

Rules for tracking routes date and time

Information that supports you for a High Level Fleet

Management

Information Management

Online reports

SMS and email alerts

Accurate data about car performance and driver behaviour

Odometer and travelled mileage

Driver check-in

Localiza Connect - Fleet View

Localiza Connect - Dashboard

Localiza Connect - Mobile

Localiza Connect - Mobile

The solution is constantly updated,

with the colaboration of our clients

New versions comming out

Localiza Connect Consulting

Localiza Connect

MOBILITY

CONNECTIVITY

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ECONOMY

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