Marketing Management and Digital Communication

This report discusses the marketing plan of Ingogo, an Australian organization that specializes in digital taxi holds and payments. It includes a situational analysis, segmentation, targeting and positioning strategies, marketing and financial objectives, marketing mix strategy implementation, and budget allocation for promotion mix. The report also highlights the importance of digital communication in marketing management.

Running Head: Report 0
Marketing Management and Digital Communication

Report 1
Executive Summary
Ingogo was intended to bring its 5-year marketing plan by its CEO, Jeff Lim, to
enhance growth opportunity. Ingogo believes in a fair go and makes it fairer and better for
both the customer and driver. It moves the balance of power back to consistent customers and
drivers, creating a trusted network. They now operate across Australia in all capital cities,
with over 8,000 cab drivers developing a corporate customer base involving a reliable
transport experience, and fixed fare funds. In this anticipated targeting and positioning for
this service and a strong budget allocation statement for the organization is also discussed in
this report.

Report 2
Contents
Executive Summary...................................................................................................................1
Introduction of Ingogo...............................................................................................................3
Situational analysis.................................................................................................................3
Segmentation, Targeting and Positioning strategies..................................................................3
1. Problem statement...........................................................................................................3
2. Potential Market Segment...............................................................................................4
3. Target Market and Positioning strategy..........................................................................4
Marketing and Financial Objective & Goals.............................................................................5
1. Marketing Objectives and Goals.....................................................................................5
2. Financial Objectives and Goals.......................................................................................6
Marketing Mix Strategy Implementation...................................................................................6
1. Marketing Mix................................................................................................................6
2. Marketing strategy proposed implementation.................................................................7
Budget Allocation for promotion mix........................................................................................8
Conclusion..................................................................................................................................9
References................................................................................................................................10

Report 3
Introduction of Ingogo
Ingogo is an Australian organization that specializes in digital taxi holds and
payments. It was established in 2011, August with its headquarters in Sydney in Australia.
The creator and the CEO of Ingogo are Hamish Petrie. Cab drivers process fares utilizing a
customized application on Android smartphones. The organization presently delivers services
in Sydney, Adelaide, Perth, Brisbane, and Melbourne. They have empowered booking system
through GPS and permits nearby cab service to draw charges irrespective of their taxi service.
The organization is Australia’s best transport service company to offer customers with settled
charges which comprising all payments, as well as severely enhanced prices for
transportation crowding. They give the customers the chance to hire a cab in advance up to
48 hours. As in March’ 15, the organization has currently protected other than US$16 million
in all the main Australian municipalities and has established assistance from prominent
stakeholders (Tan, Tan, Lu & Land, 2017).
Situational analysis
Further, Ingogo attained finance from the Administration of Australia to fix up an
arrangement for Australian built association. With this giant, they have formed the most
appropriate and reliable way for cabs to travel in Australia. Marketing strategies have been
made to compete with challengers. A marketing approach is a verified statement specifying
the indispensable determinations to accomplish preferred marketing objectives. The
marketing proposal shields from one to five years. A solid advertising method is the base of
an appropriately documented marketing proposal. Though the marketing method covers a
sequence of actions, a marketing method without a perfect strategy establishment is almost
useless (Novak & Jones, 2015). In the following, an effort has been made to discuss the STP
approach, marketing, and financial objective, marketing mix, and budget allocation.
Segmentation, Targeting and Positioning strategies
1. Problem statement
Ingogo expanded accomplishment and attained pronounced achievement, but in the
year 2012, Uber, the Google has reinforced ride-sharing facility, which was presented in
Australia. The Sydney organization recognized that they have to enhance their products and
hence challenged abundant encounters in 2012. To make a group and challenge the utmost-

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shared assessment of drive allotment services, they have to present new marketing policies
and schemes (Allsop, 2014).
2. Potential Market Segment
Ingogo currently acknowledged a brand innovative proposal. It is withdrawing out-
dated billing charges and transforming its esteemed reservation and payment facility to offer
static cost reservations. Now, customers will not have to concern about the irregular charges
to take a taxi. This is one of Australia's quickly developing innovation start-ups that
modification will be critical even if it was interrupter of the cab industry in the current era, it
would be a success for both users and cab drivers. The most common grievances for users
using it are price insecurity before arriving into the vehicle. They deliver clever means of
setting charges by Australia's taxi booking facility and request that can eradicate the
requirement for energy patterns instantly. As the customers take the ride particulars in the
software, it will regulate accurately what the charge will be. Only after the user approves the
price and they reserve a cab and refer a car driver to pick up (Pekmezovic & Walker, 2016).
The passenger rents a cab for a definite route, which is predetermined by the user. The
cab differentiates users between places of their choice. The cab facility varies from added
means of public transportation, where the pick and drop facility are decided by the service
benefactor and not by the customer. One of the major segments for this market is increasing
use of digital operation in amalgamation and e hailing with digital wallets. The cash-based
disbursement system for cab riders has been substituted by in-app payment facility, which
uses digital wallets. A flow in the smartphone customer base has significantly reformed the
payment system of cab drivers. Cab riders preload money in digital wallets, and the service
charge is spontaneously deducted at the endpoint without using a two-way verification
process (Nguluma, Huang, Zhao, Chen, Msalya, Lyimo & Chenyambuga, 2018).
3. Target Market and Positioning strategy
Ingogo reshaped applications on the higher level of delivering customers with the
great familiarity they assume. They have offered the prevailing service through the
application. Demographic factor involves dividing the sector into groups that are identifiable
in respect of physical and accurate data. They are becoming prominent across all age groups,
as they may be inexpensive than taxis. Psychographic factor includes resigned, mainstreamer,
and struggler. Behavioural factor indicates the lifestyle of the customer as those who are tech-
savvy and enjoys luxury. They target them by providing coupons on Christmas and New

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Year; give discounts on the first ride, and rating credits. Geographic factor includes target
them in all areas of regions involving Sydney, Perth, Brisbane etc. Customers hire the cab so
that they get the desired service quality at a best affordable price. It is the responsibility of the
cab drivers to meet their requirements (Branch, 2012).
Expenses are near to what users generally assumed to pay. That is a pleasure for
customers that what they need is what they acquire. Customers occasionally embrace
uncomfortable with cabs; in addition, there are cabs for a range of motives. They do not
control the ultimate price before arriving and concern that the way the car driver will take
may be undesirable. Therefore, at the end of the trip, when the customer is dropped at the
destination, the added expenses will be experienced. With the modernized Ingogo
application, users can define what they are enthusiastic about the fare. It is estimated that
NSW law will need to be assessed at the time of reservation, but now they are taking it to a
higher level. The passenger can vacant the cab directly as the payment and delivery are
entirely spontaneous. They have positioned themselves as a full-service supplier for taxi
drivers that possess their business. It is a final service provider for small business holders,
and that is what marks them so effective. The cab market and Ingogo is merely one vertical
that can be provided to with their expertise. The software within their hardware also
substitutes multiple pieces of apparatus a driver would typically have in the vehicle
containing bookings, accumulating and cashing in expenses as well as navigation (Englund,
2018).
Marketing and Financial Objective & Goals
1. Marketing Objectives and Goals
Marketing aims are organization objectives associated with delivering services and
selling products. It is the same for all advertising campaigns, promotion policies, actions,
schemes, and objectives of management, which frequently start with a chain of marketing
objectives. The objective is to plan ahead of the policy and regulate what to achieve. They
have the subsequent marketing goals and objectives-
1. Enhancement of product assortment: -Ingogo's stable fare is intended rapidly and
equitably with refined algorithms. It includes a diversity of aspects that influence the
company’s drive, involving when users travel, a distance of ride, and associated tools.
It uses traffic anticipating and trips permitting to the greatest and suitable route
strategy. If customer’s requisite the Maxi, its charge may be greater, and the stable

Report 6
fare is assessed on a trip position, so reliant on the projection of traffic flow
circumstances and other features, the similar trip may be wandering at another period
(Borges, 2018).
2. Brand commitment: Ingogo continuously improves value to customers by ending
and determining difficulties. This is the root for creating brand commitment (Vila,
Darcy & González, 2015).
3. Promotion execution: - Ingogo CEO said that the organization first main advertising
advantage was intended at disregarding misperception and reproducing on its
significance as a top-developing innovative organization. The critical hindrances are
that customers may not be as capable in the recognition of expertise, and hope to
fascinate their consideration as well as inform them. For those customers, who are
still accepting the old technique to request a cab by mobile, now the technology has
accepted the online mode to hire a cab (O’Neill, Sohal & Teng, 2016).
2. Financial Objectives and Goals
1. Sustainability: Ingogo is primarily alarmed with economic survival. It attempts to
hold brand successful, current revenue, and profit from dropping any further during
the deterioration stage of the product lifecycle. It is also alarmed with financial
sustainability during phases of the economic situation as well (Scott McKay & CFE,
2016).
2. Market Share: The market for organization products and services can be associated
with a ride. In a developing market, the extent of the overall ride increases every year
and the total possible revenue for the organizations in the market is greater.
Enhancing market share means that the organization share of this revenue gets greater
each year (Pem Smith, ASQ, Chris Mishler & CIA, 2014).
3. Earning Return on Investment: It is the financial ratio utilized for capital expenses.
It relates to speculation in bonds, stocks, and other investment devices. In its place,
ROI for investment products is intended by comparing dividends, capital gains
comprehended from the investments by the charge of the investment and opportunity
cost of another investment. It produces satisfactory returns and profit to explain the
acquisitions cost (Giese & Snyder, 2011).

Report 7
Marketing Mix Strategy Implementation
1. Marketing Mix
An easy method of marketing is selecting the accurate service in the right period and
expressing it in the appropriate place to get the right price. For an immediate purpose, this
may find simple and relaxed, but it includes excessive determination and exploration. An
operational marketing mix normally monitors the ultimate 4P, specifically product, price,
place, and promotion.
1. Product: Ingogo, an Australian taxi application, and mobile payment organization are
increasing its services to declare an online transaction facility expressed for the small
industry. It is characterized as Pay Instantly, which is completed for direct use and test
analysis initiated in Feb 2015. The CEO specified that compensation facilities can be
utilized on Android and that there may be dealers and small investors using Pay
instantly to operate their exchange dealings to improve cash undertaking while
functioning with Xero's worldwide accounting strategy incorporate. It deals with
online payment handling as well as future clearing, which the organization
demonstrates as an adaptable, time-efficient way to improve corporate cash
undertaking and a moderate amount of the supervisor (Paniandi, Albattat, Bijami,
Alexander & Balekrisnan, 2018).
2. Price: They delivers a stable fare and the users will practice the static charges before
the booking. All payments and prices are included and no secreted surprise will be
there. They also offer fixed fare for business nomads on each ride and simplify fares
handling for personnel (Datta, Ailawadi & van Heerde, 2017).
3. Place: They originally focussed on Sydney’s metro zone, directing to boost 88
percent of Sydney automobiles that have not yet utilized the cab request to shift to
quicker, calmer and superior cab rides. The campaigns artistic ride on commercials as
well as digital signs in traffic-density areas and have few of Australia’s maximum
capable previous models (Shariatzadeh, Mandal & Srivastava, 2015).
4. Promotion: They offers users into the humanity with $10 reward with the first two
drives. It is a taxi service, and mobile disbursement service provider has presented its
first user advertising operation to motivate Australians to use the most recent
application to reserve cabs. This targeted action has now performed in Sydney’s
digital, and radio announcements, and presented a driver reward-advertising program
(Roh, Hong & Min, 2014).

Report 8
2. Marketing strategy proposed implementation
When the organization is competing valued at US$62.5 billion, any benefit they attain
may prove critical in safeguarding their situation. This is the situation for Sydney-based cab
reservation service, Ingogo, which is discovering design ideas in order to oppose other
ridesharing industries. Successful marketing strategy can be implemented by analyzing the
potential competitors and build Ingogo brand presence. They have to attract customers
through rating credits as by completing a ride, the company can induce them by rate their ride
and customers can earn a free ride. They can offer rebates and coupons to customers when
they refer their app to friends, family, and other members. They build a catalog of the
offering, safeguarding that the message is reliable and maintains truthfulness to build a loyal
customer base. For every customer it is necessary that security is to be maintained and they
introduced tracking device on every phone so that the location can be traced successfully,
ensure that the person is safe, and secured (Jha, Aggarwal & Gupta, 2016).
By terminating and discovering problems, they are consistently creating value to the
users, which is essential in positioning the brand. They have an excellent and large-scale
technical team, also realized that they needed the capability of an outward business to take to
the advanced level. Whenever persons reserve a cab, they want to have the conversation keep
on going, and have to look at their phone. The whole user interface of the application is
planned about the exterior structure, which explains that any user can record through the
sound car, indication, disparity, and users can put the phone on the side and grasp the
discussion (Ooi, Foo & Tan, 2018).
Budget Allocation for promotion mix
Promotion method is been specified for Ingogo to capture the minds of the customers.
It is carried out by Ingogo to tap the potential customers. Promotional methods are online
advertising and television, which are used to create an impact on customers. Ingogo should
allocate a budget and set a target that gives them maximum return on the invested money.
Ingogo has to finance 10 million U.S. dollar for promotion. It is stated that 5.8M has been
spent on social media. This backing will be used to indicate the promotion of the cab
reservation request and support its extension to Brisbane, Adelaide, and Perth. It has been
divided into two parts as they spent 3.2M on events and trade shows conducted to connect
with more customers. The company must spend on sales advertising with the support of

Report 9
social media sites and banners. Then they reserve their funds approximately 2.6M for online
display ads, which enlarge the market to overseas with consistent service. After that, 4.2M
has been spending on television advertising, which includes the whole part of getting the
instant feedback regarding the service. There is no single part of a marketing mix is
significant than the additional part, and every part preferably helps other features. The
organization alters every component of the marketing mix to generate an inclusive brand
positioning and USP that distinguishes its product (Jobs & Gilfoil, 2014).
Conclusion
Ingogo has modernized a cab facility for passengers and cab drivers. Since cabs, the
rivalry between OLA, Uber as well as additional trip facilities has produced a pronounced
impact in the previous few years, which is a well-timed advancement. However, cabs are an
enhanced option, especially whenever user reserve in Sydney, Perth, Melbourne, Adelaide, or
Brisbane. From simple application built trip reservations to discover the ride and cooperating
with the cab driver over the mobile, and even attaining frequent ideas on succeeding rides.
Customers appreciate that when they utilize it they will get a cab in a very less time. The
organization service delivers the optimum service and structures. With advanced applications,
users will be convinced that they are enthusiastic to value, and it is probable that NSW law
will prerequisite to mark estimations at the time of reservation, but now it is pleasing it to a
higher level and the passengers can jump out openly. It is since expenditures and pay-slips
are done inevitably, customers can record in the application through the credit card.
Passenger safety is of supreme importance to Ingogo. Taxi drivers in Australia are all
qualified professional drivers who must permit by a criminal history and background check
and who must endure regulatory training. With this, it will save up to 20% on all staff cab
travel. They will also save the cost of tickets, administration time and costs. It is quick and
easy to use via our smartphone app or via our website utilizing a tablet, laptop, or desktop.

Report 10
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rides/

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Vila, T. D., Darcy, S., & González, E. A. (2015). Competing for the disability tourism
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