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Marketing and Digital Communication Strategy of Ingogo

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Added on  2021-06-18

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Running Head: Marketing Management and Digital Communication Marketing Management and Digital Communication 5 Marketing Demographic Management and Digital Communication Executive Summary The below mentioned report is the following part of the assessment one. The company wants to promote its brand in the external market for which there are various marketing as well as financial objectives defined. Contents Executive Summary 1 Introduction 1 Segmentation, targeting and positioning approach 2 Segmentation 2 Target Market 3 Positioning Statement 4 Marketing and financial objectives 4 Formulation of a detailed marketing mix strategy 5 Budget allocation for promotion

Marketing and Digital Communication Strategy of Ingogo

   Added on 2021-06-18

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Running Head: Marketing Management and Digital CommunicationMarketing Management and Digital Communication
Marketing and Digital Communication Strategy of Ingogo_1
Marketing Management and Digital Communication 1Executive SummaryThe below mentioned report is the following part of the assessment one. This report providedinformation about and the marketing and digital communication strategies of the companyIngogo. The company wants to promote its brand in the external market for which there arevarious marketing as well as financial objectives defined. The marketing mix strategies helpIngogo in creating a reputable position in the market. Further, the promotional mix budget helpedthe company in creating a budget for the digital marketing activities of the company. Theseactivities will help the organization in creating an identified brand image in the externalinternational market. Lastly, the report concluded that the company should mainly focus ondevelop a brand portfolio by investing in digital media communication activities.
Marketing and Digital Communication Strategy of Ingogo_2
Marketing Management and Digital Communication 2ContentsExecutive Summary.....................................................................................................................................1Introduction.................................................................................................................................................1Segmentation, targeting and positioning approach....................................................................................2Segmentation..........................................................................................................................................2Target Market..........................................................................................................................................3Positioning Statement.............................................................................................................................4Marketing and financial objectives..............................................................................................................4Formulation of a detailed marketing mix strategy......................................................................................5Budget allocation for promotion mix..........................................................................................................7Conclusion...................................................................................................................................................8Reference....................................................................................................................................................8
Marketing and Digital Communication Strategy of Ingogo_3
Marketing Management and Digital Communication 3IntroductionThe purpose of this report is to provide a brief introduction about the activities of the companyIngogo Inc. The company is an Australian organization that is specialized in providing onlinetaxi services to the people of Australia. The company initiates its services in different parts ofAustralia that are Perth, Brisbane, Sydney, Melbourne and Adelaide. The cab drivers of thecompany process their fares using a customized mobile application of Ingogo on their androidsmartphones. The company is based in taxi booking and logistics technology industry; it wasfounded in the year 2011. Further, the below mentioned report provides information about thesegmentation, targeting and positioning of the company in the external market. It also talks aboutthe marketing and financial objectives of the company that are to be raised in the externalmarket. A detailed marketing mix strategy of the company is reviewed in this report along withthe budget allocation and promotional mix strategies of the company (Ingogo, 2018). Further, thesituation analysis of the company explained in assessment is discussed below:The situational analysis of Ingogo explains that the Australian market benefits the company ininitiating activities and succeeding in the target market. The governmental regulations related totraffic license and payment methods are strict so it strongly impact on the growth of thecompany. The government of the country also defines regulations related to the employing ofdrivers as contractors for the company. There are fixed prices defined by the company for thepurpose of remunerating the drivers in the organization. The economic factors explain the rise inprices of fuel might increase the fares for the organization as well and inflation can negativelyimpact the growth of the company (Petrie, 2016). Further, the behavior of taxi drivers has amajor impact on the sales of the company as people will drive with drivers only when they arecomfortable with them. Cultural and communication gap can create problem for the company.Lastly, it should be noted that technology of the country plays an important role in helping thecompany to grow. Technology presents in the market gives advantage to the company to increaseits sales repeatedly (Tan, Tan, Lu, & Land, 2017). The situational analysis of the company explains that the company Ingogo has an identifiedbrand that helps them in the market. Professional capabilities of the drivers also attract thecustomers. Transparency is major goal of the company that gives them opportunity to gain trust
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