Digital Communication Executive Summary Marketing Plan

Running Head: Digital Communication Strategies Digital Communication Strategies4 ingogo Marketing Management & Digital Communication Executive Summary Marketing plan is made for introducing a new product or for re-introducing the existing product of an organization in the target market. In relation to enhance organizational growth in the target market, comprehensive marketing plan will be discussed in this report to promote service launched in previous assessment. Executive Summary 1 Introduction 3 Situational Analysis 3 SWOT Analysis 3 Segmentation, Targeting and Positioning 4 Positioning 4 Marketing and financial objectives 5

Running Head: Digital Communication Strategies
ingogo
Marketing Management & Digital Communication

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Executive Summary
Marketing plan is made for introducing a new product or for re-introducing the existing product
of an organization in the target market. Main motive of developing marketing plan is to spread
awareness amongst the target audience. Apart from this, marketing plan is made up with several
marketing and promotional strategies for future growth of the organization. This report will
include a marketing plan for Ingogo Corporation which is an Australian online taxi service
providing company. The company was founded in 2011 and headquartered in Sydney, Australia.
In relation to enhance organizational growth in the target market, comprehensive marketing plan
will be discussed in this report to promote service launched in previous assessment. Primary
objective of this marketing plan will be promoting the recent service launched by the Ingogo
Corporation with the motive of attaining marketing as well as financial objectives (Armstrong,
Kotler, Harker & Brennan, 2015).
The report will include marketing plan in relation with introducing and promoting unique
services for business launched by the Ingogo Corporation. With regards to this, the first phase of
the report will focus over the segmentation, targeting and positioning approaches. With the help
of these approaches, organization will be able to determine the appropriate market and segments
of people which could be approached to gain the desired outcomes. Following to these
approaches, marketing and financial goals and objectives will be discussed in relation with this
marketing plan. The last phase of the report will include marketing mix and other marketing and
promotional strategies for spreading awareness amongst the target market. Along with this,
digital marketing strategies, integrated marketing communication channels, promotional mix,
etc. will be discussed. In addition to this, budget allocation for promotional mix elements will be
discussed in this report.

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Table of Contents
Executive Summary.........................................................................................................................1
Introduction......................................................................................................................................3
Situational Analysis.........................................................................................................................3
SWOT Analysis...........................................................................................................................3
Segmentation, Targeting and Positioning........................................................................................4
Positioning.......................................................................................................................................4
Marketing and financial objectives..................................................................................................5
Marketing objectives....................................................................................................................5
Financial objectives......................................................................................................................5
Gain Theory.....................................................................................................................................6
Marketing mix Strategy...................................................................................................................6
Product.........................................................................................................................................6
Price.............................................................................................................................................7
Place.............................................................................................................................................7
Promotion.....................................................................................................................................7
Social media.............................................................................................................................7
Integrated marketing communication.......................................................................................7
Event marketing...........................................................................................................................8
Other modes of marketing........................................................................................................8
Budget allocation for promotional mix............................................................................................9
Conclusion.....................................................................................................................................10
References......................................................................................................................................11

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Introduction
Ingogo Corporation is an Australian online Taxi service providing organization founded in 2011
by Hamish Petrie and headquartered in Sydney. Currently reachability of organization is in major
cities of Australia such as Adelaide, Sydney, Melbourne, Brisbane, Perth, etc. Organization has
developed its own GPS-enabled booking system. With the help of this system, people could book
taxi using their smartphones through a mobile application or website. Any nearby taxi picks up
the ride and drop to their desired locations. People could book taxi as per their convenience from
anywhere in reachability of the organization. Before introduction of online taxi services, people
used to stand on the roadside for booking taxi which was time consuming process. Introduction
of online taxi booking service has made Aussies’ lives easy and convenient. In order to enhance
its reachability to other cities of Australia, Ingogo Corporation has launched a special taxi
service for business. Main motive of this service is providing convenient to working and
business class people. Value for time is high and in the business environment in metro cities,
reaching office on time for employees is a challenge. Service launched by Ingogo Corporation
understands the value of time (Ingogo, 2015).
Ingogo Corporation was the first Online Taxi Service providing company in Australia which
offered fixed rate rides. Aussies have utilised Ingogo Taxi service to the optimum level because
before Ingogo, there was no corporation who offered fixed rate travelling including the charges
for traffic jams, etc. With the help of system used by Ingogo, people could book the taxi in two
days advance.

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Situational Analysis
Situational analysis is the assessment of organizational strengths and weaknesses in accordance with the
external environmental conditions. Previous assessment has detailed situational analysis and in relation
with the current scenario of marketing plan, below is the SWOT analysis of Ingogo:
SWOT Analysis
Strengths
 Fixed fare scheme (Ingogo, 2015)
 20% discount for businesses
 Adequate safety measures
 Loyalty points benefit
 Range of payment options (Davcik &
Sharma, 2016).
Weaknesses
 Lack of promotional and branding
strategies
 Lack of reachability to small towns and
cities
 Lack of funds
 Available only on internet i.e. no
physical booking
 Different commission rates for different
regions
Opportunities
 Ingogo could expand its business in
other parts of Australia
 Enhance customer base by effective
promotional strategies (Fine, 2017).
 Enhancing its market share by taking
physical bookings.
Threats
 New companies are entering into online
taxi serve industry
 Discount and other promotional steps
taken by new entrants
 Promotional strategies used by them.
Segmentation, Targeting and Positioning
Company’s new service is especially for business. Thus, their major target market will be those
people who work, does not have their own vehicle and other modes of transport are not much
effective for them. Apart from business, Ingogo will also focus over other segment of people in
relation with approaching to the target audience. Generally, all age group people use taxi services
and in relation with the target audience for Ingogo for their new service, major target market

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segment will be businesses. Organization will highlight premium and key features of their
business service to the businesses for enhancing customer base. Staff travel is an integral part of
a business; finance and management team have to organise the travel for staff. Apart from this,
Ingogo has provided an attractive discount scheme with the motive of gaining large number of
consumers (McDONALD, 2016). This will help the organization to enhance its revenues which
will automatically lead the organization to attain its financial as well as marketing objectives.
 Demographic: This type of segmentation is classified on the basis of age, income,
gender, etc. In terms of Ingogo’s new service, people aged 20-60 will be targeted
because generally, people between this age group execute businesses.
 Geographic: Currently, Ingogo is operating in major cities of Australia, thus, their
major target markets will be limited to these cities only (Chaffey & Ellis-Chadwick,
2016).
 Psychographic: People are classified on the basis of lifestyle, preferences, luxury,
comfort, etc. Apart from service for business, organization could target every segment of
audience who loves to travel with fixed fares.
 In order to target business and to enhance customer base, organization has planned to
provide 20% discount on service for business. Businesses can save up to 20% on all
staff travel by optimising the Ingogo’s automated expense management and fixed fares
(Welford, 2016).
 Fixed fare system provides certainty prior to booking a taxi. Staffs are taken to their
destination via the best value route including the tolls and there is no surge pricing
regardless of any unexpected delays.
Positioning
In relation with brand positioning in the target market, organization could use number of
positioning statements. Positioning statement for Ingogo Corporation with regards to service for
business will be “Travel with us at affordable rates and earn Quantas Points”. Apart from the
positioning statement, organization will also focus over effective marketing and promotional
strategies. In addition to these promotional and marketing strategies, organization could highlight
the USPs and key features of service for business. This will help the organization to set up an

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effective image along with gaining positive outcomes. After each booking and completion of
trip, employees who had travel with Ingogo taxi service will receive an automated generated
email receipt (Baker & Saren, 2016). Apart from employees, an email receipt will also be sent to
the finance department of business who will collaborate with organization to provide travelling
services to its employees.
Apart from this, transparent and clear picture will be showcased to the organization in relation
with the route fixed for the employee and route taken at the time of drop off and pick up. Ingogo
provide easy taxi booking for staff. Along with this, management, billing and reporting will be
centralized with Ingogo for business. Ingogo will provide access to the business who will hire
them for dropping and picking up their employees to add and remove any employee anytime
(Lusch & Vargo, 2014). Organization will also provide the link of their GPS system through
which people who will hire Ingogo would easily be able to track the current location.
Effective promotional and digital marketing strategies will be used in the marketing plan of
Ingogo Corporation with the motive of spreading awareness amongst the business ventures. On
each trip with Ingogo, businesses will earn 1 Quantas on every spending of $1. Other key
features through which organization will be able to set up their effective position in the target
market are:
 Staff members does not require to stand in ques to wait or taxis and for other modes of
transport (Wirtz & Lovelock, 2016).
 Staff members do not require worrying about physical receipts of fares.
 There will be no confusion regarding the fare given by employees and claims pass by
organizations because Ingogo operates on fixed fare policy (Adetunji, Nordin & Noor, 2014).
Marketing and financial objectives
Marketing plan is developed with some objectives and goals. Apart from introducing service or a
product for an organization, there are various objectives are linked with a marketing plan. In
relation with the scenario of Ingogo Corporation, main motive of this marketing plan is to spread
awareness amongst the public and target market regarding their key services in order to enhance

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revenues and profitability (Ryan, 2016). This marketing plan has been made with following
expectations which needs to be accomplished for success and growth:
Marketing objectives
 Building brand positioning
 Spreading awareness amongst the target audience
 Expansion in other parts of the Australia (Tiago & Veríssimo, 2014).
 Enhancing customer base by minimum 30%
Financial objectives
 Increasing overall revenues by 15%
 Minimising other overheads
 Increasing profits by 10%
In order to attain these objectives, it is necessary for the organization to render qualitative and
effective services. Apart from this, it is necessary for the organization to set reliable image
amongst the target audience in relevance with the organization, hence, maintaining transparency
between what organization shows and what organization renders. This plays essential role in
developing an effective as well as efficient marketing plan. Rendering qualitative services along
with providing value for money will help the organization to attain its desired financial and
marketing objectives. 20% discount provided by the organization to business in order to attract
their new target market will help the organization to boost up their sales. To convert this
assumption into reality, organization is required to focus over trending digital marketing
strategies along with focusing on integrated marketing communication channels, push and pull
strategies, etc. (Benz & Tanner, 2017).
Gain Theory
It is a global marketing effectiveness consultancy which helps the business enterprises to make
smarter, predictive and predictive business decision on the basis of analytic, technology and data
solutions. Main objective of this theory is to enhance the efficiency of marketing professional’s
decisions. This theory helps the marketing professionals to make effective decisions and it

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supports ongoing decision making rather evaluating errors and glitches in the existing strategies
(Poelaert & Najafi, 2017).
Gain theory and philosophy are summed up though FAST doctrine which are Forward thinking,
Active partnerships, Simplicity, and Transparency. There are numerous advantages of using
Gain theory in marketing plan. In relation with Ingogo’s operations, organization will get clear
and deep understanding regarding marketing and media landscape which is a part of WPP, the
largest communication service group across the globe. Organization will be able to reach to its
target audience along with attainment of desired goals and objectives (Noroozi & Rüffer, 2014).
Marketing mix Strategy
It is an effective element of marketing plan and in relation with Ingogo’s new service, this
strategy will showcases and highlights its key features and USPs. With the help of this strategy,
organization will be able to design its promotional mix plan in an effective manner with the
objective of gaining better outcomes. Following are the crucial elements of marketing mix
strategy:
Product
Ingogo Corporation has introduced an effective service for business so as to enhance company’s
sales and customer base. The more organization will serve; the large will be its customer base.
Organization is focusing over enhancing product range so that there will be an effective and
useful service for every segment of audience. Recently, organization has launched service for
business under which employees of the organization will get benefits. Travelling for work in
metro cities is bit time consuming and challenging task. In order to resolve this challenge,
Ingogo has introduce fixed fare scheme through which business enterprises could be able to
resolve all challenges such as managing meetings efficiently, etc. Apart from this, the major
challenge for business enterprise which is coming late of employees due to traffic jams in metro
cities will also be resolved with the unique service for business introduced by Ingogo recently
(Ottman, 2017).

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Price
In order to attract the target audience, organization has planned to offer 20% discount for a
limited time period. This will help the organization to boost up the revenues and sales for the
organization which will ultimately boost up the profitability and growth of the organization. In
addition to the discount, organization will follow fair pricing strategy in order to set up an
effective position in the target market as well as to generate more opportunities for further
expansion of the organization (Kannan, 2017).
Place
Ingogo is serving in major cities of Australia such as Brisbane, Sydney, Perth, etc. New service
introduced by the organization will also be served in these big cities only. Service for business
will be useful for big cities only because there is not much rush in small towns and cities and
there people could easily travel from one place to another, hence, requirement for online taxi
services are high in big cities only. In order to maintain transparency between the organization
and employees, Ingogo will provide access to their clients so that they could track the route taken
by the taxi driver and it could be cross checked with the actual route to the destination of
employees. irrespective of this, company deals in fixed and fair pricing strategy, thus, there will
be no such issues through which organizational operations gets affected (Ashley & Tuten, 2015).
Promotion
In relation with promotion and advertisement campaign, organization will be focus over trending
digital marketing strategies. Along with this, major focus will be imposed over the email
marketing because the new service introduced by Ingogo is for business enterprises, thus, email
marketing will be a useful technique for spreading awareness amongst the target audience.
Following marketing techniques will be included in the marketing plan of Ingogo Corporation:
Social media
This is the most trending and result oriented technique in contemporary business environment.
With regards to the service introduced by Ingogo Taxi Service Company, key features, USPs and
the uniqueness could be highlighted using video marketing strategy. Number of social media
users is increasing day by day and in relation with enhancing customer base and revenues, social
media marketing will help the organization to attain its objectives. Facebook, Instagram, Twitter

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and other social media platforms will be the major sources for the organization to promote its
new service. These are most appropriate and effective mediums of digital marketing strategies
(Belch, Belch, Kerr & Powell, 2014).
Integrated marketing communication
It is the simplest form of marketing strategy and helps the organization to maintain a link
between all messages in an effective manner. There are huge benefits linked with integrated
marketing communication. It helps the organization to gain competitive advantage, boost up
sales and profits, etc. It is the most crucial element for P in the marketing mix strategy.
Advertising, maintaining public relations, direct marketing, etc. are such effective mediums of
integrated marketing communication. Big data analysis and gain theory will be major elements in
relevance with enhancing the effectiveness of marketing plan (Kitchen & Burgmann, 2015).
Event marketing
Organization could also focus over event marketing strategy. By sponsoring certain crucial
events, organization will be able to promote its existing as well as newly launched service for
business. This is bit expensive technique but it has also several crucial benefits.
Other modes of marketing
Apart from the above discussed marketing and promotional strategies, organization could also
adopt other modes of marketing such a traditional forms of marketing such as newspaper
advertisement, magazines, etc.

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Budget allocation for promotional mix
Particulars Budgeted investment ($AUD)
Social media:
Facebook 85,000
Twitter 75,000
Instagram 65,000
Email marketing 95,000
Others 45,000
Traditional mediums of marketing 200,000
Event marketing 150,000
Integrated marketing communication 325,000
Others 150,000
Total 11,90,000

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Conclusion
From the aforesaid information, it can be concluded that marketing plan is an essential element
of promoting the new and existing products and services in the target market. This report
includes a marketing plan in relation with promoting new service launched by Ingogo
Corporation. Ingogo Corporation is an online Taxi service providing company and to enhance
their customer base and revenues and sale volume, trending digital marketing strategies have
been included in this marketing plan. This report has concluded significance of marketing plan in
relation with promoting the new and existing services introduced by the organization in the target
market. In this marketing plan, situational analysis, marketing & financial objectives and gain
theory has been included as the major elements. In addition to this, marketing mix strategy and
other promotional strategies has been included in the marketing plan in order promote the newly
launched services in the target market.

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and directions. Routledge.

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