Marketing Plan for Ingogo Taxi Service

The report is based on the marketing plan of the company Ingogo taxi service application which is based in Australia. The marketing plan follows a structured format whereby the introduction has been provided, which has then been followed by the Situational Analysis. The second section of the report lays down the STP Approach of the marketing strategy followed by the Marketing mix strategy and the action plans. The financial budget of the plan has also been provided along with the time frame. The theoretical concepts have been supported by practical references.

Running head: INGOGO TAXI SERVICE
INGOGO TAXI SERVICE
Name of the Student
Name of the University
Author Note

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Executive Summary
The marketing plan forms an essential aspect of any organization. The report is based on the
marketing plan of the company Ingogo taxi service application which is based in Australia. The
marketing plan follows a structured format whereby the introduction has been provided, which
has then been followed by the Situational Analysis. The second section of the report lays down
the STP Approach of the marketing strategy followed by the Marketing mix strategy and the
action plans. The financial budget of the plan has also been provided along with the time frame.
The theoretical concepts have been supported by practical references.

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Table of Contents
Introduction......................................................................................................................................3
STP Approach..................................................................................................................................5
Objectives........................................................................................................................................7
Detailed marketing strategy mix and Action plan...........................................................................8
Budget allocation...........................................................................................................................13
Conclusion.....................................................................................................................................17
References......................................................................................................................................19
Appendices....................................................................................................................................21

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Introduction
The marketing plan of an organization forms an essential part of the marketing strategy.
A marketing plan goes a long way in helping the organization to plan for the future and to decide
the manner in which the specific product will be launched in the specific market and which
consumer group will it be targeting at large (Armstrong et al., 2015). The given report is based
on the marketing plan of the company Ingogo. The assessment is a continuation of the previous
assessment whereby the situational analysis of the service was done and the blue print for the
marketing plan had been laid down.
Ingogo is an Australian company which has a specialization in online booking of taxi as
well as payments. The system runs on an Android application on the smartphones. The
application is customized for the riders as well as the drivers. The company has its services in
different cities like Brisbane, Adelaide, Perth, Melbourne and Sydney. The report will lay down
a recap of the Situational Analysis which will then be followed by a Segmentation, Targeting and
Positioning Approach and the marketing as well as the financial objectives (McDonagh &
Prothero, 2014). The third part of the report will lay down a detailed strategy mix and an action
plan along with certain budget allocations based on the same (Kim & Mauborgne, 2014). The
brand aims to make the service more popular throughout Australia in order to increase their
market share.
Situational Analysis
In the previous assessment, the given situational analysis had been done.
SWOT Analysis
Strengths:

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Ingogo has the following strong aspects which makes it unique:
 Low fixed investment: The fixed investment which is required to be made is minimum.
 Emphasizes on customer satisfaction: The firm looks out to seek customer satisfaction
which then assists in the achievement of various objectives.
 Dynamic pricing strategy: The pricing strategy of Ingogo is dynamic in nature which
makes it competitive against its competitors (Coombes & Nicholson, 2013).
 Adaptive in nature: The business model is adaptable in nature and can be changed easily.
Weaknesses
The main drawbacks of the business are as follows:
 Dependency on Man power: The business is highly dependent on man power which
might increase their power.
 Dependency on the Internet: The business is dependent on the internet connectivity which
can stall the operations (Ingogo.com.au. ,2018).
 Caters to Tech Savvy target market only: The target market of the brand is quite limited
in nature.
Opportunities
 International expansion: Ingogo can expand internationally.
 Alternate transport modes: It can come up with alternate modes of transportation.
 Poor government transport: The brand can take advantage of the poor government
transportation system (Czinkota & Ronkainen, 2013).
Threats

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 Brand switching: The customers can change their preferences easily as the brand
switching cost is quite low
 Low profit margins: The profit margins of the company are comparatively low.
 Competition: Ingogo faces competition from various international players like Uber.
STP Approach
In order to form a well-developed marketing plan, it becomes extremely important for the
business to have a strategic STP Approach. The Strategic STP Approach goes a long way in
helping the firm to target the correct customers and use the correct positioning strategy for the
firm. Ingogo currently operates in five different cities and hence, it would like to expand in more,
for this reason it has to undergo a specific Segmentation, Targeting as well as a Positional
approach (De Mooij, 2013).
Segmentation
The segmentation can be rightfully described as the procedure of segmenting the market
into homogenous groups which share the same characteristic and the same features (Kotler,
2015). This goes a long way in making the entire procedure of business very easy and goes a
long way in assisting the firm to concentrate on specific groups so that it becomes easy for them
to carry out their marketing activities.
The Ingogo taxi services segments the market based on the following:
1. Based on geographical segmentation: Based on geographical segmentation, the Ingogo
taxi company targets the metropolitan cities. This is because, it wants to cover the
metropolitan areas first and then move forward towards the other areas. By using this

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technique, Ingogo will be successfully able to ensure that it covers all the crucial cities of
Australia (Martelo Landroguez, Barroso Castro & Cepeda-Carrión, 2013).
2. Based on needs: Based on the needs, Ingogo has segmented its market on the basis of
those customers who commute to workplace or other destinations daily and would like to
book a taxi and reach in a luxurious manner (Martelo Landroguez, Barroso Castro &
Cepeda-Carrión, 2013). Moreover, in cases where the consumers will not be able to make
use of Governmental transportation, they will be using Ingogo taxis for the same.
3. Based on lifestyle: The third segment is the group which enjoys travelling conveniently
and in style. These group of consumers do not want to go through the struggles of the
governmental transportation services and for this reason, they choose to use travel
4. Based on demographics: Based on the demographical segmentation, Ingogo will be
targeting the audience which has an annual income more than $50000 because this is the
target market who will be able to afford travelling in a taxi.
Targeting
After the segmentation of the market has been done in the previous section, the following
section of the paper will be stating down the target market of Ingogo.
 Middle to upper incomed professionals: The primary target market of the brand will be
the middle to upper incomed professionals. These professionals want an easy mode of
transportation which will take them to the offices and their workplace (Kiel, 2014). This
relieves the burden of engaging in unnecessary car travels and lowers the pollution as
well.
 University students: The next set of target market for Ingogo are the university students.
The university students can make use of the easy options and offers available with the

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help of which they will be successfully able to reduce their costs and along with this they
will also be able to save time (Wilson et al., 2016).
 Mid to Large sized organizations: The mid to large sized organizations can also be
targeted. These firms often provide transportation facilities to the different employees and
hence, through the marketing campaign, Ingogo can target this group and thereby ensure
that they are successfully able to form a deal with these companies and then increase its
target base (Hartley & Claycomb, 2013).
Positioning strategy
The firm wants to position itself as a customer friendly and cheap taxi option for the
different users. Its primary motive is to provide the different customers with a comfortable yet
affordable ride (Johnson, Christensen & Kagermann, 2018). For this reason, Ingogo wants to
follow a differentiated positioning strategy whereby it aims to create a sustained demand for the
product and thereby ensure that the firm is easily able to achieve its objectives.
Objectives
The objectives in a marketing plan go a long way in assisting the business to achieve its
target and thereby helps in laying down certain goals which will foster decision making in the
long run.
The marketing objectives of the firm are as follows:
 To increase the brand popularity of Uber over the next 1 year
 To ensure maximum application downloads over the next 1 year

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 To enhance customer relationships and offer them with loyalty programs.
The financial objectives of the firm are as follows:
 To ensure that the brand is able to make sales worth $ 2 million in the next year
 To serve around 50000 customers every month for the next one year
 To achieve an ROI of 20% in the coming year.
Detailed marketing strategy mix and Action plan
The marketing mix strategy can be rightfully defined as the strategy which is adopted by
the firm in order to appeal to the designated target audience. The marketing mix strategy of
Ingogo can be described as follows:
Product: The product which is being offered by Ingogo is the transportation service. The
business provides the opportunity to ride a taxi using mobile applications or the desktop website.
The cab service which is provided by Ingogo makes the transportation very easy. Moreover,
various product options like Wifi enabled cars and pool car and other sharing options are also
provided to the consumers (Baker & Saren, 2016). It is the aim of Ingogo to provide customer
satisfaction to the users and provide them with a unique experience.
Price: The pricing strategy forms an essential part of any marketing strategy because the
price forms the basis of the sales. The Ingogo application makes use of the Surge pricing policy
along with other differential rates system based on different areas and different timings of the
day. The primary purpose of Ingogo is to provide the different customers with a different
experience which will enable them to perform well in the given segment (Hair Jr & Lukas,
2014). Moreover, Ingogo can make use of the Penetration pricing strategy in order to ensure that

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the customers are not exploited by the local transportation mediums (Kumar & Bhimasingu,
2015). In addition to this, the main aim of Ingogo is to provide a comfortable ride to the
passengers at an affordable price.
Place: The place aspect of the marketing mix is generally concerned with the geographic
segmentation criteria. As it can be observed from the given analysis done, Ingogo operates in the
metropolitan cities because this tends to increase the chances of the firm to increase the revenue
base (Babin & Zikmund, 2015). Moreover, this also provides the brand with an opportunity to
get more number of drivers as well as the passengers in order to provide a luxurious
transportation facility to the customers.
Promotion: The Ingogo taxi services uses various promotional techniques in order to
promote the product through various techniques like word of mouth technique, partnership with
local hotels and local companies as well (McDaniel & Gates, 2013). In addition to this Ingogo
makes use of a unique marketing paradigm by making the use of which the organization is easily
able to provide discounted rides to the different consumers and allure them to make use of the
chosen ride (Gummerus, 2013). Moreover, Ingogo will now make use of social media
techniques and other related techniques to attract the desired target market.
Action Plans
Action plans form a crucial part of the Marketing Plan of an organization and thereby go
a long way in helping a firm to form strategies as well as tactics which will assist the
organization to achieve its objectives as well as carrying out successful implementation of its
marketing mix elements and plans. The given plan has been formed for a period of one year.
Sr. No Activities Key Metrics Time frame Person Cost

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Responsible
1 The first
activity which
will be
performed will
be that certain
promotional
videos and
pictures will be
uploaded from
various social
media
platforms with
the help of
certain
influencers.
The increase
in the
number of
follows on
social media
platforms.
3 months Brand manager
Social media
manager.
$ 22000
2 The next
activity will be
to create a buzz
in the market
using
promotional
techniques like
Increase in
the number
of bookings
being made
by the
different
consumers.
2 months Marketing
Manager
Social media
expert
$17000

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print media
along with
internet and
mobile
advertising
3 The third
strategy or a
tactic is to
organize a
context which
will be linked
to the social
media. This
will then go a
long way in
assisting the
firm to attract
new customers
who can
participate and
then retain with
the firm.
The number
of
participants
who will be
engaging in
the contest.
1 month Brand manager
Marketing
Manager
$12000
4 The next step The increase 3 months Marketing $11000

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of the strategy
is to launch a
digital
advertisement
clip which will
be available on
the television
as well as the
social media
channels like
YouTube and
other movie
channels.
in the
number of
bookings to
be made.
manager
Brand manager
Event planner
5 The company
will be using
trade partners
and other
related
sponsorship
techniques in
order to make
their presence
felt in the
Increase in
the number
of customers
and the
bookings
being made.
3 months Marketing
manager
Brand manager
Social media
manager
$16000

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chosen market.
Refer to Appendix 2
Evaluation Criteria
The marketing plan serves as a blue print for the success of the organization and
therefore, in order to measure whether the company is going on the right path or not, certain
evaluation criteria’s will be required to be set down which shall then assist the organization in
ensuring that the plan is successful or not (Gronroos, 2016).
The evaluation criteria which has been set for Ingogo can be given as follows:
1. In the first six months around 25000-30000 customers per months should at least be
served.
2. Moreover, by six months the company should have earned 0.7-1 million $.
Budget allocation
The financial indicators which shall assist in understanding the success of the investment
will be as follows:
 Revenue generated: The revenue which shall be generated shall be an indicator of the
success as achieved by the organization.
 Return on Investments: The Return on Investment can also be described as a useful
method which can be used in order to understand the return which the firm earns on
investments.
CAMPAIGN TYPE QTY PROJECTED PROJECTED

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COST PER
UNIT
SUBTOTAL
National Marketing SUBTOTA
L
$
4,800.00
Banner Ads 6 $
800.00
$ 4,800.00
$ -
$ -
Local Marketing SUBTOTA
L
$
3,700.00
Newspaper 3 $
700.00
$ 2,100.00
In-Store Marketing 4 $
300.00
$ 1,200.00
POP 2 $
200.00
$ 400.00
$ -
Public Relations SUBTOTA
L
$
6,500.00
Public Events 5 $
1,000.00
$ 5,000.00
Sponsorships $ -
Press Releases 10 $ $ 1,500.00

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150.00
Webinars $ -
Conferences $ -
Client Events $ -
$ -
Content Marketing SUBTOTA
L
$
7,000.00
Sponsored Content $ -
Landing Page 7 $
1,000.00
$ 7,000.00
White Papers / eBooks $ -
$ -
Social Media SUBTOTA
L
$
10,200.00
Twitter 20 $
150.00
$ 3,000.00
Facebook 20 $
150.00
$ 3,000.00
Pinterest 10 $
150.00
$ 1,500.00
Instagram 10 $
150.00
$ 1,500.00
Google+ 4 $ $ 600.00

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150.00
LinkedIn 4 $
150.00
$ 600.00
Online SUBTOTA
L
$
2,000.00
Blog 4 $
500.00
$ 2,000.00
Website $ -
Mobile App $ -
Mobile Alerts $ -
Email Newsletter $ -
$ -
Advertising SUBTOTA
L
$
12,200.00
Online 3 $
2,500.00
$ 7,500.00
Print 2 $
850.00
$ 1,700.00
Outdoor $ -
Radio $ -
Television 2 $
1,500.00
$ 3,000.00
$ -

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$ -
Web SUBTOTA
L
$
6,000.00
Development 1 $
6,000.00
$ 6,000.00
Pay-Per-Click Marketing $ -
SEO $ -
$ -
$ -
Market Research SUBTOTA
L
$
3,200.00
Surveys 4 $
800.00
$ 3,200.00
Impact Studies $ -
$ -
Sales Campaigns SUBTOTA
L
$
5,500.00
Campaign A 1 $
5,500.00
$ 5,500.00
Campaign B $ -
Campaign C $ -
Campaign D $ -
Campaign E $ -

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$ -
Other SUBTOTA
L
$
3,400.00
Premiums 3 $
800.00
$ 2,400.00
Corporate Branding $ -
Business Cards 10 $
100.00
$ 1,000.00
Signage $ -
$ -
Total $ 78,000.00
Refer to Appendix 1
Conclusion
Therefore, from the given marketing plan it can be rightfully understood that the
marketing strategy forms an essential strategy of an organization which can be used to increase
the awareness of the brand among the consumers. The given marketing plan based on the Ingogo
taxi service android application which is based in Australia. The plan follows a systematic
format whereby the different marketing mix strategies which can be adopted by the organization
have been laid down along with the appropriate STP Model. This is then followed by the
objectives which have been set down and the budgetary implications along with the action plan.

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References
Armstrong, G., Kotler, P., Harker, M. & Brennan, R. (2015). Marketing: an introduction.
Pearson Education.
Babin, B.J. & Zikmund, W.G. (2015). Exploring marketing research. Cengage Learning.
Baker, M.J. & Saren, M. eds. (2016). Marketing theory: a student text. Sage.
Coombes, P.H. & Nicholson, J.D. (2013). Business models and their relationship with
marketing: A systematic literature review. Industrial Marketing Management, 42(5),
pp.656-664.
Czinkota, M.R. & Ronkainen, I.A., (2013). International marketing. Cengage Learning.
De Mooij, M. (2013). Global marketing and advertising: Understanding cultural paradoxes.
Sage Publications.
Gronroos, C. (2016). Service Management and Marketing: Managing the Service Profit Logic.
John Wiley & Sons.
Gummerus, J. (2013). Value creation processes and value outcomes in marketing theory:
strangers or siblings?. Marketing Theory, 13(1), pp.19-46.
Hair Jr, J.F. & Lukas, B. (2014). Marketing research (Vol. 2). McGraw-Hill Education Australia.
Hartley, R.F. & Claycomb, C. (2013). Marketing mistakes and successes. Wiley.
Ingogo.com.au. (2018). Taxi application in Australia. [online.] Available at:
https://www.ingogo.com.au/ (Accessed on 18. Sept. 2018).

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Johnson, M.W., Christensen, C.M. & Kagermann, H. (2018). Reinventing your Business Model.
Harvard Business Review. (December), pp.51- 59.
Kiel, I.H. (2014). Entrepreneurial marketing. Pearson.
Kim, W.C. & Mauborgne, R. (2014). Blue Ocean Strategy. Harvard Business Review. October,
pp.76-84
Kotler, P. (2015). Framework for marketing management. Pearson Education India.
Kumar, Y., & Bhimasingu, R. (2015). Key Aspects of Smart Grid Design for Distribution
System Automation: Architecture and Responsibilities. Procedia Technology, 21, 352-
359. doi: 10.1016/j.protcy.2015.10.047
Martelo Landroguez, S., Barroso Castro, C. & Cepeda-Carrión, G. (2013). Developing an
integrated vision of customer value. Journal of Services Marketing, 27(3), pp.234-244.
McDaniel, C. & Gates, R. (2013). Marketing research. Singapore.
McDonagh, P. & Prothero, A., (2014). Sustainability marketing research: Past, present and
future. Journal of Marketing Management, 30(11-12), pp.1186-1219
Wilson, A., Zeithaml, V., Bitner, M.J. & Gremler, D. (2016). Services marketing: Integrating
customer focus across the firm. McGraw Hill.

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Appendices
Appendix 1: The budget
4800
7% 370
0
6%
650
0
10%
700
0
11%
102
00
16%
2000
3%
122
00
19%
600
0
9%
320
0
5%
550
0
9%
3400
5%
National Marketing
Local Marketing
Public Relations
Content Marketing
Social Media
Online
Advertising
Web
Market Research
Sales Campaigns
Other
Appendix 2: Gantt chart
Activity
Oct-18 Nov-18 Dec-18 Jan-19 Feb-19 Mar-
19
Apr-19 May-
19
Jun-19 July-
19
Aug-19 Sept-
19
1
2
3
4
5

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