Strategic Marketing Plan for INGOGO Taxi's New App
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This report discusses the strategic marketing plan for INGOGO Taxi's new app, including segmentation, targeting, and positioning strategies, marketing and financial objectives, and the marketing mix. The report also provides an overview of the company and its situational analysis.
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Marketing Management And Digital Communications INGOGO taxi 9 / 1 5 / 2 0 1 8
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Marketing Management And Digital Communications1 Executive summary A strategic marketing plan is the planning that is done by the company related to the strategic marketing of the company which include the formulation and implementation of the main initiatives and goals that is opted by the company considering the goals in mind. This report is related to the previous assessment in which the new product and service of the existing real-life company are discussed. The marketing plan is discussed in the report that is based on the INGOGO taxi new application that is introduced by them in the market. The key findings of the report include the details related to the segmentation, targeting and positioning of the new service or app that is introduced by the company. In addition, the discussion related to the marketing and financial objectives is done with the strategies of the company related to the marketing mix. The findings also include the amount which the company need to spend on their promotion.
Marketing Management And Digital Communications2 Contents Introduction......................................................................................................................................3 Overview of company..................................................................................................................3 Situational analysis recap............................................................................................................4 Segmentation, targeting and positioning.........................................................................................4 Problem statement.......................................................................................................................4 Potential market segment.............................................................................................................4 Target market...............................................................................................................................5 Positioning...................................................................................................................................6 Objective and goals..........................................................................................................................7 Marketing Objectives and goals..................................................................................................7 Financial objectives and goals.....................................................................................................8 Marketing Mix.................................................................................................................................9 Product.........................................................................................................................................9 Price.............................................................................................................................................9 Place...........................................................................................................................................10 Promotion..................................................................................................................................10 Budget allocation for promotional mix..........................................................................................11 Conclusion.....................................................................................................................................12 References......................................................................................................................................13
Marketing Management And Digital Communications3 Introduction The aim of the report is to conduct the strategic marketing plan for the new service of the INGOGO taxi that is the new app of the company in which the app includes all the operations related to the taxi at the affordable prices. The report includes the details related to the segmentation, targeting and positioning for the new service of the company which will help in selecting the target market. The positioning of the service is discussed which reflect the opinion of the people for the service of the company. Further, the 3 major marketing and financial goals and objectives are formed related to the new services for which the company is obliged to fulfil the same. The strategies of the marketing mix will help the service of Ingogo to grow in the market and to achieve the success. Overview of company Ingogo Taxi is a renowned company who offers the taxi or cab services in the market of Australia. The company came into existence in the year 2011 and was founded by Hamish Petrie with the motive to offer the cab services at low prices (INGOGO, 2018). The company has launched the new service that is ‘All taxi operations. All in one app’ in the market with the aim to offer affordable prices which grab the attention of target customers. The app helps the company in enhancing selling and customer retention in the market. INGOGO app says, ‘ingogo- Fixed fares for taxis' which aims to offer the fixed amount for the services to customers (INGOGO, 2018).
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Marketing Management And Digital Communications4 Situational analysis recap In the previous assessment, the details related to the situational analysis is discussed which majorly include the analysis related to the customers, competitors, other stakeholders, SWOT analysis and the problem with opportunity statement of the company for new service. In this, the customer analysis includes the potential and primary customer segment of the INGOGO for their taxi service. The analysis includes that there are numerous factors that are in favour or adverse of the company for new service. INGOGO will face the numerous losses in the emerging market because of the hiring process of the most-efficient engineers (Craft, 2018). In addition, the company is supposed to follow the strict regulations related to the insured cab or taxi drivers. In the analysis, it is clear that the major competitors of the company include Uber, PTV and iHail. Segmentation, targeting and positioning Problem statement The problem statement of INGOGO Company is dealing with the issues related to the selection of the appropriate approach and to determine the goals and objectives with the strategies for their new app launched on the market. Potential market segment The market segment involves dividing of the population into the groups as per the needs to shared characteristics. INGOGO potential segment considering the new service is discussed below: - Demographic segment: - In the demographic segmentation market, the division of customers is done on the basis of their age group, income, gender and many others (Armstrong, Adam,
Marketing Management And Digital Communications5 Denize and Kotler, 2014). INGOGO mainly segments the people with the age 15-25, 25-45 and 45-65 years which include both male and females. The people which are segment fall under the income of middle and high-class people with the occupation of Student, professionals, businessman, employees and retired people. Geographic segmentation: - This segmentation segments the market on the basis of the area where they are serving their services in the present market. Currently, it is offering the services in Sydney, Melbourne, Adelaide, Brisbane and Perth as these cities are major cities of Australia. Psycho-graphic segmentation: - INGOGO segments the market on the basis of psychographic which includes social class and lifestyle of the people (David, 2011). The people which are segmented include lower class, working class, middle class and upper class. It is found in the lifestyle that most of the struggler and mainstreamer find it as their part of lifestyle as they make use of services on a frequent basis for which they make use of the app. The same goes for the people who are working as employees in different countries. Behavioural segmentation: - INGOGO segments the people on the basis of their behaviour which shows the way through which people react to the services. Most of the people are loyal towards the company as they find that the services offered by the company are on fixed and affordable prices which turn into the benefit for different customers (Hollensen, 2015). Along with this, they can conveniently book it before the time which ensures that your car is booked and easy to travel. Target market The target market is the market to which the company is looking to offer the services on the prior basis. INGOGO company make use of the multi-segment targeting strategy in which they target
Marketing Management And Digital Communications6 the more than 2 segments at a time. In Australia, the company’s app is the fastest growing taxi app which is a fair go for all. The primary target market of include people with the age group 15- 25 and 25-45 years because these people can make use of the strengths of a company that is fixed fair price, automated receipts facility with 48-hour advanced booking system which is the only key for the strength of company (INGOGO, 2018). The target people can understand the facilities and use of the app easily because it is very convenient for them to make use of it. Most of the customers book the cab from Sydney and Melbourne as these places are considered as crowded area (INGOGO, 2018). This shows the behaviour of customers towards the services offered by the company. INGOGO app has occupied the place in the lifestyle of the people because they make use of the app in getting the fixed fares irrespective of traffic and with every booking they get promotional benefits, For example- Qantas Frequent Flyer Points on every trip and 750 Qantas Points for their first 3 trips (INGOGO, 2018). This is the reason due to which the company targets the people who have adopted the INGOGO app as their lifestyle. Positioning The positioning refers to the brand image in the mind of the customers in the current market where they are operating their business operations (Wikinson, 2013). The app has maintained the position in the market comparing it with the local competitors who include Waltzapp, Goarro, Way2ride, Flywheel and many others (INGOGO, 2018). The customers find that they can save up to 20% on the travelling by taxi as comparing it to the total cost of standard variable meter taxi travel. The positioning of the new app service of INGOGO taxi lies in between the moderate prices with the high quality of the services. This shows that they are occupying a good position in the market and with this, the competitors of the company that is Way2ride are on the level of
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Marketing Management And Digital Communications7 the moderate prices with the moderate quality. On the other hand, the international competitor Uber is on the quadrant which reflects the high prices with the low quality. INGOGO is able to beat the Uber in terms of the fixed fares (Daquino, 2016). This has prepared a good image for the company and their services in the market. Objective and goals Marketing Objectives and goals This section of the report includes the marketing objectives and goals formed by the company to be achieved in the coming years. The three major marketing objective and goals of the company are given below: - Rise in the market share throughout Australia: - In the current era, the INGOGO company is performing their business operations in 5 major areas of Australia which include Sydney, Melbourne, Adelaide, Brisbane and Perth. Further, the company’s marketing goal is to extend the range of awareness for the services that are offered by them which is essential to increase the market share (Luca and Suggs, 2010). This has been found when the customers will get to know about the attractive services offered by the company then they will demand the services due to which INGOGO Company will offer their services in other areas also. Considering the near future, it is very essential for the company to make the customers aware of the service that the company offers. Increase in the repeat customers by 3% quarterly basis: - INGOGO needs to ensure that their customers are loyal to them for which they need to put efforts so that they can make the customers to avail the service again. This is the major objective of the company
Marketing Management And Digital Communications8 is to increase the repeat customers which helps the customers in generating the profit and the company will be able to make generate the good position in the market (Platts, 2018). Decreasing in customer acquisition cost which is measured by a decrease in the cost of marketing that is divided by the number of new customers: - The decrease in the customer acquisition cost is also an important fact as the company will be able to save their cost that they spend on the market to attract the customers. When the customers will avail not because of the marketing but because of the services which are liked by them. Then, INGOGO needs to conduct the marketing of the services on large which will save their cost. Financial objectives and goals Increase in the profit by 5% per quarter: - It is must for the INGOGO Company to earn the maximum profit in the market which is one of the major goals of the company. This profit will increase when the company will expand their business to other areas of Australia and maximum customers will make use of their services. Decrease training cost: - INGOGO needs to put efforts to reduce the training cost but along with this they are required to maintain the quality of the services that are offered by them. This is possible when the company be able to hire the skilled employees with this the trainer who is offering the training to employees need to provide the services in an effective manner so that learners can easily grab the things. The decrease in operational cost: - The cost of managing the work is generally high due to which INGOGO might not be able to earn the attractive profits. There is a need to focus on the
Marketing Management And Digital Communications9 leased vehicles for the improved preventive maintenance and behaviour modification. This goal will help the company in earning the effective amount. Marketing Mix The marketing mix is a foundation model in the marketing which reflects the set of marketing tools that firm make use to pursue the marketing objectives. Product The product of the INGOGO Company includes the services which are offered by them. The app of the company reflects the “All taxi operators. All in one app” that reflects that all taxi operators are managing with the help of an app. The services of the company include the fare transparency, book ahead, putting the safety on first. INGOGO offers a high safety rather than other cab service providers. This provides the benefit to the Australian people which are one of the major service benefits (Dawson, 2014). The safety is possible because all the INGOGO drivers are regulated; background checked, approved and licensed taxi drivers. This shows that the company know their responsibilities towards their customers in order to offer the improved services. In addition, INGOGO offers the automated receipts, reconciliation and visibility of staff taxi travel with the real-time tracking. Most of the customers find it as the reliable airport booking cap that one can book up to 48 hours ahead with the guaranteed pickup. Price INGOGO follow the competitive pricing strategy in which they keep the prices of the product affordable. Most of the people find that the company is offering their services at the low prices that the other service providers. Along with this, the ingogo ensure that they can save 20% on the
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Marketing Management And Digital Communications10 taxi expenses done by the customers. In addition, the passengers and driver take the benefit of the fixed fares. Pre-authorised fares and compulsory card payment can allow the passengers for the fixed payment that they have to pay irrespective of any traffic conditions (Ainomugisha, 2016). This facility is available because of the app of the INGOGO that is available for the customers. Place The place includes the area from where the company operates its business activity. INGOGO perform their business activities with the help of the online app across the 5 major places of Australia. These places include Sydney, Melbourne, Adelaide, Brisbane and Perth and because of these places the company is able to earn an effective amount. It is essential for the company to expand their business places in other areas of Australia so that the customers can easily avail the services from different areas (Išoraitė, 2016). Further, most of the drivers of the company remain available on the peak areas of the places from where they can easily pick up the customers. Promotion Promotion of product is one of the essential element through which the customers can spread the awareness among the market (Frynas and Mellahi, 2015). INGOGO make use of different aspects of promoting products which is the major strategy of company and these aspects are discussed below: - Direct marketing- In this marketing, the company makes use of online media through which they can generate the awareness. The use of social media sites like Facebook, Twitter, e-mail marketing is an effective way through which the customers can get to
Marketing Management And Digital Communications11 know about new service and discount offer by the company for downloading the app (Kotler, 2015). Advertisement- Advertisement through print media is another way through which the customers can get to know about the services. Moreover, through this way the company can target the large audience in the single go (Lovelock and Patterson, 2015). Sales promotion- INGOGO offers the discount coupons and gift coupons. In discount coupons, the discount isoffered in terms of the amount and in gifts the company offers Qantas Frequent Flyer Points on every trip and 750 Qantas Points for their first 3 trips. Budget allocation for a promotional mix This section includes the amount which the company will spend on the promotion of products and services. This budget will reflect the amount for the each and every activity conducted by the company for promoting the products. Promotional mix Budget MethodAmount 1. Direct Marketing Online media Facebook$1,000.00 Twitter$1,200.00 E-mail Marketing$400.00 Total Amount of Online Media through Direct marketing$2,600.00 2. Advertisement Print Media Newspaper$1,000.00 Journals$800.00 Online advertisement$800.00 Total amount of Advertisement$2,600.00 3. Sales promotion Discount Coupons$1,000.00 Gift coupons$1,200.00
Marketing Management And Digital Communications12 Total amount of sales promotion$2,200.00 Total amount$7,400.00
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Marketing Management And Digital Communications13 Conclusion In the end, it can be concluded that the INGOGO new service is very effective which is helping the company to bring the awareness about their products and services. INGOGO taxi has brought the new app in which all the operations related to the taxi at the affordable prices. This report reflects that the company segment the customers on a different basis. Along with this, they target the market with the use of the multi-segment targeting strategy. Moreover, the marketing and financial goals and objectives of the company are prepared which shows the target that the company is obliged to meet. In addition, the marketing mix strategies related to the company are discussed which shows the ways in which they conduct the business operations. In addition, the budget related to the promotional mix activities has been stated which shows the amount that the company will spend on generating the awareness in the market.
Marketing Management And Digital Communications14 References Ainomugisha, G. (2016).Gone with the meter: ingogo introduces fixed fares and revolutionises taxi booking. Retrieved from:http://anthillonline.com/gone-meter-ingogo-introduces-fixed- fares-revolutionises-taxi-booking-experience/ Armstrong, G., Adam, S., Denize, S. and Kotler, P. (2014).Principles of marketing. 6thedition. Welbourne: Pearson Australia. Craft. (2018).Ingogo. Retrieved from:https://craft.co/ingogo Daquino, L. (2016).Ingogo Beats Uber To Fixed Fares. Retrieved from: https://www.businessnewsaus.com.au/articles/ingogo-beats-uber-to-fixed-fares.html David, F.R. (2011).Strategic management: Concepts and cases. India: Pearson/Prentice Hall. Dawson, J.A. (2014).The Marketing Environment (RLE Marketing). New York: Routledge. Frynas, J.G. and Mellahi, K. (2015)Global strategic management. USA: Oxford University Press. Hollensen, S. (2015).Marketing management: A relationship approach. India: Pearson Education Limited. INGOGO. (2018).A fare go for drivers. Retrieved from:https://www.ingogo.com.au/driver INGOGO. (2018).All taxi operators. All in one app. Retrieved from: https://www.ingogo.com.au/ INGOGO. (2018).ingogo your business. Retrieved from:https://www.ingogo.com.au/business
Marketing Management And Digital Communications15 INGOGO. (2018).The feature-packed taxi booking app. Retrieved from: https://www.ingogo.com.au/passenger Išoraitė, M. (2016). Marketing Mix Theoretical Aspects.International Journal Of Research – Granthaalayah,4(6), 25-37. Kotler, P. (2015).Framework for marketing management. India: Pearson Education. Lovelock, C. and Patterson, P. (2015).Services marketing. Australia: Pearson. Luca, N.R. and Suggs, L.S. (2010) Strategies for the social marketing mix: A systematic review. Social Marketing Quarterly, 16(4), pp.122-149. Platts, L. (2018)Ingogo Creates New Position Ahead Of National Rollout. Retrieved from: http://www.bandt.com.au/media/ingogo-creates-new-position-ahead-national-rollout Wikinson, J. (2013).Market Positioning Definition. Retrieved from: https://strategiccfo.com/market-positioning/