A Study on Marketing Plan for Ingogo Cab Service Co

1.0 Introduction 4 2.0 Situational Analysis Recap 4 3.0 Segmentation, Targeting and Positioning Approach 5 3.1 Problem Statement 6 3.2 Potential Market Segment 7 3.3 Target Market and Positioning 7 3.3.1 Target Market 7 3.3.2 Positioning 8 3.3.3 Positioning Statement 9 4.0 Marketing Objectives and Financial Objectives 9 4.1 Marketing Objectives 9 4.2 Financial Objectives 10 5.0 Marketing Mix Strategy All 5.1 Application of Marketing Mix 10 5.1.1 Product/Service 10 5.1.2 Price 11 5.1.3 Place 11 5.1.4 Promotion 11 5.2

Running head: MARKETING MANAGEMENT AND DIGITAL COMMUNICATION
Marketing Management and Digital Communication
Name of the Student:
Name of the University:
Author’s Note:

1MARKETING MANAGEMENT AND DIGITAL COMMUNICATION
Executive Summary
Marketing management is concerned with planning, organizing and directing the organization
resources of an organization towards reaching at its desired customers for maximizing its sales
volume. This study has focused on the marketing plan for Ingogo Cab Service Company, where
the organization is going to launch specialized cab service for the old people.
The study has summarized the situational analysis of Ingogo from assessment 1, where the
growing economy and increasing aged people are indicating huge scope of specialized cab
service. The study has also discussed the segmentation, targeting and positioning approach for
the new cab service of Ingogo. The organization has mostly targeted old aged people as their
customers for new service.
The study has established 3 marketing objectives and 3 financial objectives for the specialized
cab service. Apart from that, the study is also concerned with designing the marketing mix and
budget for promotional mix for the new cab service. The organization will actually offer
advanced medication and health care support along with comfortable rides for longer lives of the
old people.

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Table of Contents
1.0 Introduction................................................................................................................................4
2.0 Situational Analysis Recap........................................................................................................4
3.0 Segmentation, Targeting and Positioning Approach.................................................................5
3.1 Problem Statement.................................................................................................................6
3.2 Potential Market Segment......................................................................................................7
3.3 Target Market and Positioning..............................................................................................7
3.3.1 Target Market.................................................................................................................7
3.3.2 Positioning......................................................................................................................8
3.3.3 Positioning Statement.....................................................................................................9
4.0 Marketing Objectives and Financial Objectives........................................................................9
4.1 Marketing Objectives.............................................................................................................9
4.2 Financial Objectives............................................................................................................10
5.0 Marketing Mix Strategy...........................................................................................................10
5.1 Application of Marketing Mix.............................................................................................10
5.1.1 Product/Service.............................................................................................................10
5.1.2 Price..............................................................................................................................11
5.1.3 Place..............................................................................................................................11
5.1.4 Promotion.....................................................................................................................11
5.2 Implementation of Marketing Strategy................................................................................12

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6.0 Budget Allocation for Promotion Mix.....................................................................................13
7.0 Conclusion...............................................................................................................................13
References......................................................................................................................................15

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1.0 Introduction
Marketing management is an effective process of direct the organizational resources
towards developing and implementing best marketing strategies to reach at desired customer
segment. The main intension of the marketing management is to increase the sales volume of the
organization through attracting desired customers towards a particular product or service. This
assignment will demonstrate the marketing plan of Ingogo, where the organization is going to
develop specialized can service for the old age people. Ingogo is the most popular Australian cab
service company, which is specialized in online cab booking and payment (Ingogo.com.au,
2018).
This study will provide a recap of situational analysis of the company that has already
been conducted in assessment 1. Furthermore, the assignment will discuss the segmentation,
targeting and positioning approach for the new service of the organization. On the other hand, 3
marketing objectives and 3 financial objectives will also be established for the marketing plan of
the new service. The assignment will also be concerned with explanation of marketing mix and
budget allocation for promotional mix for effective marketing of new service.
2.0 Situational Analysis Recap
From the macro environment analysis of assessment 1, it can be seen that Ingogo will get
enough support from Australian Government for launching its new specialized taxi services for
the old customers. The favorable business policies and procedures will definitely support this
new service of the organization. Growing economic condition of Australia will surely ensure the
profit level of the organization by launching this new taxi service. On the other hand, there is a

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growing population of older generation in Australia, which will surely enhance the scope of the
specialized service cabs for the older people. The support Oracle and IBM will facilitate Ingogo
to adopt technically advanced equipments in the new cab services.
From the customer analysis of Assessment 1, it can be seen that market size for senior
citizen or ageing population is growing and becoming bigger. Hence, the new health care support
and advanced medication will definitely facilitate the older people in living longer. Furthermore,
the competitor analysis of Ingogo is indicating that the organization is facing tough competition
from the competitors like 13Cabs, GM Cabs and Cabcharge Australia Ltd. The internal analysis
of the organization has revealed that the established brand name and ageing population will
definitely help it in getting success of new service.
3.0 Segmentation, Targeting and Positioning Approach
Customer
Segments
Explanation
Demographic
Age 45-70 Years
Income Medium – High Income
Education Mostly Educated People
Occupation Stable job holders, retired old people, households
Marital Status Single and Married people
Psychographic
Attitude Positive Attitude
Life Style Modern Lifestyle
Hobbies Travelling
Personality Positive

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Behavioural
Brand Loyalty High
Benefit Sought Seeking benefits and discounts
Target Customers  Mostly old age people
 Retired old people and senior citizen
 Old people need medication and health care service
 People want rides with having discounts
Positioning  Specialized service cabs for old people
 Comfortable rides in the cabs
 Advanced medication and health care support for old people
 Low fare for the cab service
 Online booking facilities
 Discounts available at cab service
Table 1: Segmentation, Targeting and Positioning Approach of Ingogo for New Cab Service
(Source: Created by Author)
3.1 Problem Statement
Ingogo is facing tough competition from the competitors like 13Cabs, GM Cabs and
Cabcharge Australia Ltd in Australian market (Zhang et al., 2015). All these competitors have
incorporated specialized and unique facilities in their cab services for gaining high level of
competitive advantages over its competitors (Martin, 2016). They are gradually grabbing large

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portion of can service market in Australia. The cab service companies like 13Cabs and
Cabcharge Australia have already started to incorporate disable care service and increased cab
facilities for the older people. Hence, Ingogo has planned to provide specialized advanced
medication and health care support along with comfortable rides to the old people. It will
definitely help the organization to gain competitive advantage over its rivals.
3.2 Potential Market Segment
Segmentation is the process of dividing the broad consumer markets into several
segments, which are definable, actionable and accessible and have high growth potentiality.
According to Alonso et al. (2018), segmentation has great significance on contemporary
cluttered marketplace with media proliferation, thousand products general economic issues and
ad-fatigue around the business market. On the other hand, Ganguly et al. (2017) opined that
properly segmented consumer market makes huge differences between the successes and shut
down of an organization. In case of Ingogo’s new cab service facilities, the organization will
segment the customers having the age between 45-70 years old people. Such old generation
people always need comfortable cab service and health care facilities. Furthermore, the
organization will also segment the people having stable jobs or even retired person having
pensions. Ingogo will also segment the customers having preferences for travelling and positive
attitude towards life to live longer. In this way, effective segmentation will allow the
organization towards closely tailoring their can service to the special health care and comfortable
journey needs of the old people.

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3.3 Target Market and Positioning
3.3.1 Target Market
Target market has centralized focus in marketing plan, which determines the important
factors to be included in the marketing strategies. According to Ding and Keh (2016), target
marketing involves breaking down the overall consumer markets into different segments and
concentrating the marketing efforts on one or few customer segments. The purpose of targeting
is to target the special customers whose desires and needs most closely match to the product and
service offerings of the organization. On the other hand, Yang et al. (2017) opined that the
effectiveness of target marketing depends on aiming the marketing efforts at specified target
customers for making highly effective marketing strategies. In case of Ingogo, the organization
will primarily target the aged people having age above 45 years. Such people need advanced
medication and health care support along with comfortable rides. Hence, the specialized cab
service can definitely be able to provide customized health care and medication as well as
comfortable journey to the old aged people. However, the organization will also target
secondarily the consumers from all age groups. The new cab service with comfortable rides will
surely meet the needs these target customers.
3.3.2 Positioning
Positioning approach in marketing is associated with making a particular brand distinct
and unique in the marketplace. According to Nilsson and Ballantyne (2014), effective
positioning approach facilitates organizations to gain high level of competitive advantage over
the rival organization. Moreover, the purpose of positioning approach is to build sustainable
image of the products or service in the competitive market environment (Pressey et al., 2014). In
case of Ingogo’s new cab service, the organization will provide specialized cab service to the old

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people. The advanced medication and health care support of the new cab service will definitely
lead to longer lives for old people. On the other hand, the new cab service will have low fare and
discounts so that the old people having limited source of income can afford this service. Online
booking facilities help the customers to book their cabs in harass free manner from anywhere
they want.
3.3.3 Positioning Statement
To The old people having demand of comfortable rides and advanced
medication and health care service for longer lives
Ingogo’s new cab
service is the
Specialized service cabs for old people
That Offers comfortable rides and advanced medication and health care facilities
for longer lives
That’s Because  New cab service offers comfortable sitting arrangement within the cabs
 Support advanced medication programs
 Facilitates in advanced health care support
Table 2: Positioning Statement for New Cab Service of Ingogo
(Source: Created by Author)
4.0 Marketing Objectives and Financial Objectives
4.1 Marketing Objectives
 To increase the overall customer volume of Ingogo by 25% within 2 years time period
 To achieve market share of 30% within 3 years of launch

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 To enhance the overall revenue of Ingogo by 20% within nest 2 years
 To increase customer awareness regarding the new cab service

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4.2 Financial Objectives
 To boost the annual return on investment from 20% to 25% in the financial year 2018-
2019
 To grow the earnings per share by 20% annually
 To maintain effective and positive cash flow
5.0 Marketing Mix Strategy
5.1 Application of Marketing Mix
5.1.1 Product/Service
A service is designed to satisfy the needs and demands of certain groups of people.
According to Ekpo et al. (2015), organizations must have to ensure that they have right types of
products or services, which are in demand for their market. The marketers must have to conduct
extensive research on the life cycle of service before launching it in the market. On the other
hand, Kerr and Patti (2015) opined that the marketers must have to incorporate unique attribute
within the product and service features for stimulating competitive gain. In case of Ingogo, the
organization is going to develop specialized cab service for the people. Such service will offer
specialized facility to the old people towards moving around the city comfortably. Apart from
that, the service will also offer specialized facility to the old people to visit their health care
department and medication centre. Moreover, the service facility is customized towards the old
people in Australian society, which will help them to commute properly and comfortably. The
safe, comfortable and secure cab service of Ingogo for old people will create unique position in
Australian market.

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5.1.2 Price
Price is extremely important factor in marketing plan, which shapes the customer
perception towards a particular product or service. According to Ingenbleek et al. (2015), price
of the product or service is basically the amount, which the customers pay for to enjoy it.
Effective pricing also determines the profitability of organizations and their survival (Calder et
al., 2016). In case of Ingogo’s specialized cab service, the organization will use price penetration
strategy for grabbing the markets rapidly. Moreover, the organization will set price penetration
strategy for the specialized cab service initially for attracting huge customers. In such pricing
strategy, the organization will apply low fare for the specialized cab service for the old people.
However, the organization will increase the cab service fare gradually for increasing its profit
margin.
5.1.3 Place
Placement or distribution of service depicts the way in which the organizations make
their service available to their customers. As per Mullakhmetov et al. (2016), the marketers must
have to position and distribute their service through such mediums, which are quite accessible to
the potential customers. In case of Ingogo’s specialized can service, the organization will have
effective smartphone app, which can be downloaded by the customers at any time. The
customers can easily book their specialized cab service through the use of this specialized app.
The location, fare and time of the specialized cabs can easily be tracked by the customers
through this app.

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5.1.4 Promotion
Promotion is extremely significant component in marketing plan, which boosts brand
recognition and sales volume of products and services (Järvinen & Karjaluoto, 2015). Banterle et
al. (2014) pointed out that effectively designed promotional strategy communicate the unique
attributes associated with the products and services to the most valuable customers. In case of
Ingogo’s specialized cab service, the organization will use mass media communication through
TV commercial, newspaper, magazines and many more for reaching to wide section of potential
customers. On the other hand, the organization will also use digital marketing and social media
marketing like e-mail marketing, Search engine optimization (SEO), Facebook, Twitter,
Instagram, sponsorship and many more for reaching at highly valuable customers within fraction
of time. Such communication mediums will increase the exposure of the cab service to
increasing numbers of potential customers.
5.2 Implementation of Marketing Strategy
Elements Actions Responsible Time
Taken
Service  Specialized cab service for old people
 Visit health care medication center
 Safe, comfortable and secure cab service
Research and
Development Team,
Data Analytics
Team
1st to 18th
Month
Price  Initially price penetration strategy
 Acquire huge market primarily
 Increase the cab service fare gradually
Marketing
department,
accounts
department, pricing
10th to 15th
Month

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department
Place  Effective smartphone app
 Physical service office to reach out
consumers
 City crowded areas with mass
concentration
Technical Team,
Operation
department,
Customer service
team
12th to 16th
Month
Promotio
n
 Mass media communication through TV
commercial, newspaper and magazines
 Social media marketing and digital
marketing
Marketing and sales
department, SEO,
Advertising agency
14th to 24th
Month
Table 3: Implementation of Marketing Strategies
(Source: Created by Author)
6.0 Budget Allocation for Promotion Mix
PROMOTION MIX BUDGET
Advertising Expenses Per unit price($) Total price($)
Magazines and Newspapers 20 50000
TV Commercial 16000 320000
Sponsorship Nil 500000
Social Media 20 150000
Email Marketing events 400000
Total 16040 1420000
Table 4: Budget for Promotional Mix

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(Source: Created by Author)
The social media promotional strategy has been chosen for reaching at wide range of
potential customers within shortest period. Hence, this social media marketing has been allocated
with adequate budget for its effective implementation. E-Mail marketing effectively fulfill the
actual objective of promotional mix towards personalizing the promotional message to attract the
customers towards the specialized can service. This promotional strategy has been allocated with
$400000 for its proper implementation and effectively reaching at targeted potential customers to
attract them towards specialized cab service.
7.0 Conclusion
While concluding the study, it can be said that Ingogo is going to launch specialized cab
service for the old people. The growing economic condition and increasing old age population of
Australia can enhance the scope of specialized cab service for old people. The competitor
analysis of Ingogo has depicted that the competitors of the organization are trying to foster huge
value through incorporating unique service attributes. Hence, Ingogo is going to provide
advanced medication and health care support along with comfortable rides to the old people. The
organization will initially set the price penetration strategy for keeping the cab fare low for the
affordability of the old age people. The prime customer of the organization will be old age
people of Australia. The organization will also use social media and digital media marketing for
communicating the unique service attributes to the customers.

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