Strategic Marketing Plan for INGOGO Taxi's New App

Marketing Management And Digital Communications
INGOGO taxi
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Marketing Management And Digital Communications 1
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 Communications 2
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 Communications 3
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).