Marketing Management & Digital Communication
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Added on 2021-05-31
Marketing Management & Digital Communication
Added on 2021-05-31
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Running head: MARKETING MANAGEMENT & DIGITAL COMMUNICATIONIngogo’s Marketing PlanStudent’s nameName of the Institute
MARKETING MANAGEMENT & DIGITAL COMMUNICATIONExecutive SummaryThe following market plan describes the introduction of the company, its situational analysis, problem statement, marketing objectives and goals, financial objectives and goal, implementation plan and promotional mix for the year. The company is set to make a unique presence in the taxi booking industry which will give tough competition to its competitors. It aims to operate effectively and efficiently. The company gives special attention to strategies. It admits that competing in saturated market is difficult but it has its own advantages as well. It is assumed that business customers look for convenience and seamless service. The company has used ethnocentric approach of being Australian venture. It claims to understand customers’ needsbetter than competitors. It has tied up with Concur to provide cost effective solution.The company is using sales promotion, social and traditional advertisement to create awareness aboutits services and offers in the market. The company is all set to create a good market share in the Australian market.
MARKETING MANAGEMENT & DIGITAL COMMUNICATIONTable of ContentsIntroduction....................................................................................................................................4Situation Analysis Recap................................................................................................................4Problem Statement..........................................................................................................................5Potential market segments.............................................................................................................5SWOT analysis...........................................................................................................................5Target Market Positioning.............................................................................................................7Marketing objectives and goals......................................................................................................7Financial objectives and goals.......................................................................................................8Marketing strategies and Marketing Mix......................................................................................8Implementation & Control...........................................................................................................10Promotion Mix..............................................................................................................................11Conclusion....................................................................................................................................12References.....................................................................................................................................14
MARKETING MANAGEMENT & DIGITAL COMMUNICATIONIntroductionIngogo is Australian taxi booking app. It has introduced payment service named “Ingogo Now”. Ingogo tries to understand the issue faced by the customers during cab riding and booking. The insights are then used to bring innovation in the market (Armstrong & Brennan, 2015). The company has huge amount of investment from renowned investors. The app provides multiple facilities like connecting with the driver, tracking him etc. It guarantees comfort, convenience, seamless and value-added services to customers. The company is providing cabs inSydney, Melbourne, Adelaide, Brisbane and Berth. The key purpose, scope and limitation of thisreport can be discussed as:Purpose: The purpose of this report is to discuss the detailed marketing plans for Ingogo Scope: This marketing plan is developed for one year Limitation: This marketing plan is not based on any primary research Situation Analysis RecapThe mastermind of Ingogo is Hamish Petrie. The idea struck him in 2011. He got frustrated of taxi booking experience. He realized there is need to create revolution in the market.So, Hamish was all set to wipe out traditional cab or taxi market in Australia. He has used Ingogo’s own GPS booking system in the app. The facility has helped taxi service driver to take the booking (Morse & Clarke, 2016). The company does not own can as well as drivers. So it acts as intermediary between driver and passenger without worrying about managing the taxi service company (Gilbey, 2016). Moshtix was an electronic ticketing system launched by Hamish before Ingogo. This system is then acquired by some company. So the owner has idea of
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