Marketing Management & Digital Communication - PDF
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Added on 2021-06-17
Marketing Management & Digital Communication - PDF
Added on 2021-06-17
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Running head: MARKETING MANAGEMENT & DIGITAL COMMUNICATIONIngogo’s Marketing PlanStudent’s nameName of the Institute
MARKETING MANAGEMENT & DIGITAL COMMUNICATIONExecutive SummaryThis marketing plan is developed for Ingogo, which is a cab booking app and payment service for drivers and passengers. The current marketing plan provides the introduction of the company, its SWOT analysis, objectives and goals, strategies, implementation plan and promotional strategies for the upcoming year. The company is set to make its mark in the taxi booking industry. It is determined to use investment in an effective way. The marketing plan of Ingogo will describe all the strategies the company is adopting to compete in the saturated market. The company is positioning differently from the competitors. It has created niche in the market by depicting itself as problem solver. The company targets all the customers looking for convenience. It emphasizes mainly on ease which is mostly looked by business people. It has provided offers like Qantas points to those who fly frequently and books a cab for airport using Ingogo app. The company provides seamless online payment which saves time and reduces hustle. Ingogo offers web application which no other service provider offers. The company is recognized by many groups and feel proud of being an Australian venture. It is a local company and thus promise to provide better service by understanding customers’ needs better than competitors. It tries to make itself user friendly. Ingogo position itself as the problem solver. It focuses on positioning their service as one stop solution. It pinpoints the consumers and drivers are facing in communication and mend it into promoting their service. The new alliance with Concur will provide cost effective solution with Ingogo’s e- receipt and payment feature. Ingogo is making things more efficient to end user. The company will follow Waterfall model to implement all its strategies like Information Service Provider companies. It is using both sales promotion and advertisement to promote its services in the market. The company officials are highly qualified and are determined to take the company to the next level.
MARKETING MANAGEMENT & DIGITAL COMMUNICATIONTable of ContentsIntroduction....................................................................................................................................4Situation Analysis Recap................................................................................................................5Problem Statement..........................................................................................................................5Potential market segments.............................................................................................................6SWOT analysis...........................................................................................................................6Target Market Positioning.............................................................................................................7Marketing objectives and goals......................................................................................................7Financial objectives and goals.......................................................................................................8Marketing strategies and Marketing Mix......................................................................................8Implementation & Control...........................................................................................................10Promotion Mix..............................................................................................................................11Conclusion....................................................................................................................................11References.....................................................................................................................................13
MARKETING MANAGEMENT & DIGITAL COMMUNICATIONIntroductionIngogo is Australian taxi booking app or website that thrives to provide better values to customers and drivers. The idea came in 2011 when consumers used to have frustrating experience while booking a cab. The launch of Ingogo was to wipe out the traditional monopoly of taxi industry. The company has already made interaction between passenger and driver very easy by eliminating middle man and introducing mobile app. The passenger uses GPS to track the location of driver and confirm booking (Arora & Sekhon, 2015). They can also track their drivers meanwhile. The next step of the company is able to sustain and expand in this highly competitive market. This is possible only when it has some unique approach which results in delivering best value to its customers. This should not come at the cost of losing returns in the longer run (Weng, 2017). Meanwhile, the company hopes to set itself strong in regional areas where competitors are strong. It has attracted huge amount of investment. So, this makes sure that the company is able to grasp trust of investors. The company has got approval from the government to create platform for businesses. These businesses could be small and medium enterprises. With this, the company has launched Ingogo. Now, it is portable payment platform for businesses. Ingogo in terms of its taxi business leaving no opportunities unturned and providing best solution to even small problems of customers. In near future also, it sees itself in bringing out innovation to provide solution to the customers. The booking can either be done through mobile app or website. The location of driver canbe easily tracked on the map. The app provides the facilities to call or text the driver. The app creates revolution in the taxi booking industry in Australia. It provides significant amount of comfort, value added services to customers. Unlike other companies, Ingogo primarily focuses
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