Enterprise Holdings is a privately owned company which owns and operates Enterprise Rent-A-Car. Several years ago, they acquired National and Alamo car rentals. I saw an ad on Youtube for Enterprise talking about the merger with the companies. I thought it was odd however that the ad was only for Enterprise and National. Why would they not include Alamo car rentals in the ad?I asked my boss at work after I saw the ad. Apparently, Enterprise and National are known as the rental car companies for insurance replacements and corporate renters. Alamo is known for its airport locations and typically rents to people on vacations. Do you think this advertising strategy is a good idea? What harm could be done if Alamo would be to added to the ad? Wouldn't it just help the companies to be affiliated with each other, especially if they had a positive experience?
Perhaps they dont want people to know up front that they are al owned by the same firm. If people dont like enterprise or have a bad experience, they are less likely to use alamo if they know it is owned by the same firm. Companies use this strategy to gain a greater market share. Best Buy took this Dual branding approach in Canada when buying out another consumer electronics store yet keeping it under the same name as before. This way you retain loyal customers. I did notice though that at the airport there is one shuttle for those three car rental agencies which tipped me off to a merger
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