1. Advertising
Since the service is new in Russia, first of all we have to introduce it to consumers. We have to show all the advantages of using the service as opposed to substitute services such as public transport, personal vehicles and taxi. Taking in consideration that our target customers are young modern people, we will use billboards, internet and social networks ads.
2. Sales Promotion
We believe that if someone tries out service once, he or she will use it every day. So, our goal at the beginning is to attract new customers fast. We are planning to communicate with universities and business centers to promote Zipcar with emphasize on its advantages, such as free parking spots in the area and different bonuses. For instance, we will create mobile offices where potential customers will be able issue membership fast and easy.
3. Public Relations
As our main promotion will be through the word of mouth, along with traditional PR promotion techniques such as outdoor, internet and print ads, we will create a “Zip-club” within our website, where our members will be able to chat and share their Zipcar experience. Also, many contests and our annual Zipcar racing will be held and announced there.
Also, we position ourselves as a 100%green company that is helping to protect the environment by decreasing the number of personal vehicles. Therefore as a part of social responsibility program we will donate percentage of revenues to help nature.
4. Personal Selling
It is important for us to create valuable relationships with each potential customer. Also, we understand that each customer has her own desires and purposes for using Zipcar, therefore we propose loyalty programs and bonuses for our clients.
Car-sharing in Russia 
I really fancy the idea of adverstising in universities and business centres, as this is exactly where you can reach your target. To my mind, ads in malls like Galeria might also be efficient, as they are frequently visited by young people as well.
Additionaly to the word of mouth, it could be wise to implement some viral techniques: bring your friend and get a discount, etc.
I agree with Irina’s comment, however I would advise you to make accent and target also the segment of businessmen or just employees who implement business trips often. It might work nice especially in big cities like Moscow and Saint-Petersburg, because there are problems with traffic and rather than renting a car for a whole day, a person who needs to get from meeting to meeting might like using this service.
As for loyalty program – it sounds nice. Have you already made up your mind what will be the basis for loyalty bonuses – number of times of using the service or the number of miles you have driven the shared car? I suppose, it would be motivating to take into account both factors, and probably provide some several times of free use of service for frequent clients. For example, rzd has a pretty well developed loyalty program, and you might like some of their ideas (you can find more on http://www.rzd-bonus.ru).
Regards, Anna