Ingigo: An Overview of its Marketing Strategy and Business Model

Ingigo is an online taxi business that operates in several cities in Australia. The company's values include safety, reliability, and availability. Ingigo offers services in several different price segments, each determined by the vehicle class available to the user. The company adheres to the strategy of dynamic pricing. Ingigo's marketing strategy includes strengthening its brand and analyzing its core resources and key competencies. The company's SWOT analysis reveals its strengths, weaknesses, opportunities, and threats. Ingigo's strategic options include diversifying its services portfolio and tapping into other markets outside Australia.

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Introduction
 Ingogo was founded in 2015 as an online taxi
business. The company operates in several
cities in Australia including Sydney.

Values of ingigo
 1) safety- for both the client and the driver
 2) reliability (the technology used by the company seeks to
effectively ensure quick selection of the car),
 3) availability (prices are usually lower than in local
services of a taxi).

Segmentation, Pricing targeting
and positioning approach
 Speaking about the price policy of the taxi order service,
it should be noted that Ingigo offers services in several
different price segments, each of which is determined by
the vehicle class available to the user. Company
concludes partnerships with independent drivers and has
a commission fromeach transaction in the amount of
about 20%.
 At the same time, the company adheres to the strategy
dynamic pricing: the total cost depends not only on the
classcar and the cost of travel, but also from fluctuations
in supply and demand at the time time (Baker, 2014).
 The technology platform used helps predict the
increased demand, which allows the company to respond
more effectively to increasing demand, increasing the
number of available machines (Kavadias et al.,2016).

Segmentation, targeting
and positioning approach
 Speaking about the price policy of the taxi order service, it
should be noted that Ingigo offers services in several different
price segments, each of which is determined by the vehicle
class available to the user. Company
 concludes partnerships with independent drivers and has a
commission fromeach transaction in the amount of about 20%.
At the same time, the company adheres to the strategy
 dynamic pricing: the total cost depends not only on the class
 car and the cost of travel, but also from fluctuations in supply
and demand at the time time. The technology platform used
helps predict the increased demand, which allows the company
to respond more effectively to increasing demand, increasing
the number of available machines (Kavadias et al.,2016).
 For a trip in Australia the user can pay both cash and account-
linked to their credit card.

Marketing strategy
 . Strengthening the brand of Ingigo service
With a standardized service, the strength of a particular brand
plays a very important role in increasing the competitive company.
Ingigo uses a relatively open strategy of interaction with the media, as
well as a great deal of attention to the opinions and wishes of
consumers, which they collect with the help of a form-connection after
the application is used (Massa eta al.,2017).
 competitive and more profitable markets.
Analysis of the core resources and key competencies of Ingigo.In
addition to analyzing the external environment, it is necessary to
analyze the key (Datta et al.,2017). competencies and resources of
the company to identify the sustainable benefits that Ingigo .
One of the competitive advantages of Ingigo are the current patents.
but it should be noted that the application for patents has not yet
been accepted. Since the competitors Ingigo use similar functional
technology and design, Ingigo can potentially to sue their competitors
only after approval of the filed applications for patents.

SWOT
 Strengths
 The brand is well recognized.
 The company has very high standards of
service and customers enjoy this.
 Ingigo has very many cars.
 The company has low cost of operation because
it does not require a dispatcher as all the
interaction is done on the app.
 Ingigo does not hire drivers and therefore it
does not have any responsibility towards
employees.

Cont..
 Speaking about macroeconomic indicators, it should be noted that
 real incomes of the population in Australia are falling, the value of the average check in the
market of taxi services
 decreases, as well as the profitability of companies. Accordingly, Ingigo is necessary diversify the
services portfolio to increase business margins use of its core resources, competencies, and
extensive clientbase.
 Analysis and evaluation of strategic options forcompanies, the selection of the most priority of
them was carried out, and the plan implementation of the chosen strategy.
 Weaknesses
 There are privacy concerns.
 Customers and company have no bonding, thus there is no real connection with the company.
 With the many cost such as insurance, fuel etc, the cost of operating this vehicle remains high.
 Opportunities
 Long waiting time and high prices experienced with traditional taxi companies have left
customer looking for an alternative.
 The company can tap in other markets outside Australia in countries like China and India where
the market is yet to be exploited.
 Threats
 With the introduction of self driving cars, the need for Ingigo and other digital hailing taxis will
decline.

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