Marketing Management Plan for Ingogo

This assignment will deal with the marketing plan of Ingogo. Ingogo is an online taxi and payment service providing company. The organization offers taxi services to the customers via online application which is available in the play store and Apple store. This paper will prepare a marketing plan by which the organization can expand their business in the market. The organization has a unique selling proposition of no extra charge during traffic jams. In order to become the leading taxi service provider the organization has to expand their product and have expand the organization in the foreign markets by applying good marketing strategies.

Running head: MARKETING MANAGEMENT
MARKETING MANAGEMENT
Name of the Student
Name of the University
Author note

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Executive Summary:
This assignment will deal with the marketing plan of Ingogo. Ingogo is an online taxi and
payment service providing company. The organization offers taxi services to the customers via
online application which is available in the play store and Apple store. This paper will prepare a
marketing plan by which the organization can expand their business in the market. The
organization has a unique selling proposition of no extra charge during traffic jams. In order to
become the leading taxi service provider the organization has to expand their product and have
expand the organization in the foreign markets by applying good marketing strategies.

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Table of Contents
Introduction and background:..............................................................................................5
Company mission, company objectives and SBU objectives:.....................................6
Market definition:........................................................................................................6
Evaluation of results and conclusion of problems:......................................................6
Situational analysis:.........................................................................................................7
Internal analysis...........................................................................................................7
Customer analysis:.......................................................................................................7
Industry analysis:.........................................................................................................7
Competitor analysis.....................................................................................................8
Distribution and supplier analysis:..............................................................................9
SWOT analysis:...............................................................................................................9
Key issues:.................................................................................................................12
Brand positioning:.....................................................................................................12
Marketing objectives/Expected results:.........................................................................13
Marketing strategies:.....................................................................................................13
Target audience:.........................................................................................................13
Brand or product positioning:....................................................................................13
Decisions regarding marketing mix elements (marketing programs):..............................14
Objectives for marketing mix elements:....................................................................14

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Financial indicators and budgets:..................................................................................17
Conclusion:........................................................................................................................18
References:........................................................................................................................19

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Introduction and background:
The Moto of this assignment is to make a marketing plan of an organization. The selected
organization for this assignment is Ingogo (Ltd, 2018). Ingogo is an Australian growing online
taxi booking service. The organization is introduced in the market in the year 2011. The
organization has changed the marketing concept and the way of doing business for the taxi
industry. The organization offers benefits like advanced two day booking to the customer. In this
assignment a marketing plan will be made that will help to understand the factors in the taxi
booking industry that affects Ingogo. The fare collection of the passenger is done by using the
mobile application of Ingogo. Currently the organization has its operation spread in Australia-
Sydney, Melbourne, Adelaide, Perth and Brisbane. This paper will contain an overall analysis of
Ingogo’s operation and some strategies about how the organization can spread its business in the
remaining cities of Australia and also outside Australia. The paper will research about the target
market of the organization and the marketing mix of the organization. To understand the internal
and the external factors that affects the organization a SWOT analysis will be conducted, which
will help the organization to find the strengths and the weaknesses of the organization, it will
also help to find the potential threats and the opportunities that the organization has in the
industry.

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Company mission, company objectives and SBU objectives:
Ingogo the Australian based online taxi and payment service helps the customer to book
taxis with the help of their online booking application. Ingogo was founded in the year 2011 in
the month of August by an Australian entrepreneur Hamish Petrie, who is also the present CEO
of Ingogo. In this 7 years time, the organization has been successful to expand their business in
five cities of Australia- Sydney, Melbourne, Brisbane, Perth and Adelaide. Ingogo has invested
in bringing their own GPS-enabled booking system that helps the nearby taxi orders who are in
tie up with the organization for picking the customer. Ingogo is the first company in Australia to
not charge extra amount or surge price in case of traffic jams r any other delay. The organization
also offers services like advance booking by 2days. Ingogo is in the growing stage in the product
life cycle (Bilir, 2014).
Market definition:
The organization has a tough competitive market. Organizations like Uber, Mytaxi gives
them a tough competition in the market.
Evaluation of results and conclusion of problems:
The organization is facing tough competition from the established organizations like
Uber. To sustain\in the market and to deal with the competition the organizations needs to make
proper strategy that will help the organization to create brand awareness and to expand their
business outside Australia.

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Situational analysis:
Internal analysis
The organization was founded in the year 2011 by an Australian entrepreneur, by which it can be
understood that the organization is new in the industry. Ingogo is moving from the introductory
phase to the growth phase when it is put in the product life cycle. The organization has expanded
in such short of time due to the unique selling proposition that the organization has, Ingogo does
not charge extra for the traffic jams.
Customer analysis:
The main customer’s of the organization are the daily office goers and the students of the
colleges and the universities.
Industry analysis:
Ingogo’s market is filled with tough competition because of the presence of many
companies who also provide same taxi services like Ingogo. There are many existing companies
who have established their organizations and it is very difficult for Ingogo to take their market
share. Companies like Uber, Ola and Baidu is proving to be a tough competitor for the growing
organization like Ingogo. Uber is one of the most difficult competitions for Ingogo as Uber has
their operation worldwide and they have about 40 % of the total market share. To beat Uber and
become the number one taxi providing service company Ingogo needs to strategise their
marketing strategy effectively. Ingogo needs to market their product in such a way that it can
expand in the global market (Allsop, 2014).

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Competitor analysis
The taxi service industry is filled with competitor. The main competitions for Ingogo are local
taxies and Uber (Paronda, Regidor & Gaabucayan-Napalang, 2016). Apart from this the
organization can also be affected by the substitute transportation like the metros, trains and
buses. The organization has huge potentiality to grow in the market. Ingogo can expand their
business in the foreign markets for which the organization needs to highly focus on increasing
their brand awareness with the help of some good marketing strategy. The organization also
needs to focus on acquiring the highest amount of market share in the industry.
Some of the competitors of Ingogo and revenues earned by them are listed below:
Competitors Revenues earned
UBER $6.5 billion
LYFT $700 million
GETT $500 million
MYTAXI $450 million

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OLA $110 million
Distribution and supplier analysis:
The customer can use the company’s online application to book the services. The
organization can download the application from play store or the apple store.
SWOT analysis:
The SWOT analysis will help the organization to understand the key internal and the
external factors that affects the organization. SWOT analysis will help to understand the
strengths, weaknesses, opportunities and threats that affect the organization.
Ingogo’s strengths are:
 Ingogo is one of the popular and well-recognised brands in Australia, which has
happened due to its marketing strategy and its unique selling proposition.
 Ingogo hires the most experienced, well trained and the certified drivers in their
organization. The quality and the standard of services that the organization is providing
have helped the company to grow and expand their market in just seven years of time.
The vehicles that they offer for the passengers are equipped with proper seatbelts and all
the vehicles have CCTV cameras that help the customer to feel more protected.
 The company has a wide range of vehicles ready all the time for the passengers, which
helps the customer to get the vehicle at any place in very short amount of time.

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 All the cars of Ingogo are equipped with proper GPS system, which reduces the risk of
fraud or theft and it also increases the safety of the customer (Castro et al. 2013).
 The online payment option of the organization helps the customer to pay online when
they are short of cash.
 Ingogo’s unique selling proposition of fixed fairs at any place has helped them to create
good impression among the customer. This means that the fair of Ingogo will not rise in
case of traffic jams and any other issues. Ingogo is the first organization to bring this
change in the taxi service industry.
 The fairs of Ingogo are very cheap and affordable when it is co0mpared to the traditional
taxi services. The organization also provides discounts to its customers during special
occasion or provides many offers to the customer like first ride free etc.
Ingogo’s weaknesses are:
 The taxi industry is affected by a huge market competition. The idea of taxi service can
also be easily imitated by the new organizations, which has increased the competition in
the market.
 The presence of the tough competitor like Uber can create problems like low market
share and low revenue. Uber is one of the globally recognised taxi brands therefore it will
be very tough for the new organization like Ingogo to expand their business in the foreign
land.
 The operational cost of the taxi services are very high and it can also be very messy t5o
handle all the operations sometimes.
 Taxi industry’s business model is uncertain and unpredictable. The organization can
suffer major loss during economic shortage or inflation in the country.

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Ingogo’s opportunities are:
 The traditional taxi services are very costly and the vehicles that they provide are also not
equipped with proper safety standards, this becomes a dissatisfying factors for the
organization. This is a golden opportunity for the Ingogo to increase their market share
and become the leading taxi service provider.
 The organization can exploit the new and big markets of the countries like India, because
there the taxi services are way too expensive and inconvenient.
 The organization can expand the business in the suburban areas where the taxi services
are unavailable.
 The rise in the number of the Ingogo drivers will reduce the estimated time of arrival.
This will increase the customer satisfaction as the customers will not have to wait much
for the taxis.
 Many car manufacturers are focusing on bringing electric cars in the market. Companies
like Tesla have already come up with the electric cars in the market. The electric will
reduce the operating costs to quite an extent and will also help them to become more
environments friendly.
Threats of Ingogo are:
 The drivers of the Ingogo services are not happy with the low-profit margins that they are
getting. This can lead towards bad publicity towards the Ingogo services and this can
discourage the new drivers to join the Ingogo services.
 Legal regulations in many countries for example Germany will ban the taxi services of
Ingogo due to privacy issues.

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 The increasing level of competition in the industry will lead to price reduction. This will
discourage the existing Ingogo drivers and will also discourage the new drivers from
entering into the service of the Ingogo. This will lead to loss of customer ultimately the
revenue will decrease.
 The market of the online taxi services is prone to fraud and scandals. For example, the
Uber has been highly affected by a recent scandal, which has affected the revenue of the
organization (De carlos, Araujo & Fraiz, 2016).
Key issues:
 Drivers are not happy with the low-profit margins that they are getting.
 Legal regulations in many countries for example Germany will ban the taxi services of
Ingogo due to privacy issues.
 The increasing level of competition in the industry will lead to price reduction.
 The market of the online taxi services is prone to fraud and scandals.
Brand positioning: Low Price
High price
Low quality High quality
Uber
Ingogo

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Marketing objectives/Expected results:
Over the next 5 years period the organization will aim to expand their business in the
urban and the rural areas of Australia (Folsom et al. 2012). The organization will aim to capture
the entire and market of Australia. The organization will also aim to raise the brand awareness
and the product awareness in the market. The organization has to build purchase intent with the
help of different market strategies.
Marketing strategies:
Target audience:
The target audience of the organization are the young generation of the people who loves
travelling. The organization also targets the different age group of people.
Brand or product positioning:
Ingogo offers excellent and reliable transportation option to the customer. The company
helps the customer to book cabs online from any place at any point of time. The services that the
offers are cheaper than traditional cab services. The organization also provides service like
advance booking, which help the cu8stomer to be sure about the transportation and it also reduce
the risk of delay. The organization also has their own application that helps them to book cab
online. The application is available in the android and the IOS platform, which is also free to
install and easy to use.

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Decisions regarding marketing mix elements (marketing programs):
Objectives for marketing mix elements:
Year 1
Objectives Strategies
Build product and brand awareness by innovating
strategy.
 Regular advertisement in the different
local Medias like radio, newspaper.
 Build regular brand sales letter/
communication to the potential and
existing customer or stakeholders about
the services that they provide.
 Give promotional items to the customers
like pamphlets.
Increase knowledge of the customer  Analyse the data which already exists by
the data mining of the database of the
existing and the previous customer.
 Gather personal information from the
social media channels like facebook,
Instagram etc (Alhabash & Ma, 2017).
 Gather feedback from the customer.

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Year 2
Objectives Strategies
Consumer promotions  Offer first free ride to the customer so
that they can come to know about the
services.
 Offer discounts to the existing customers
of the organization.
Advertising campaign  Run advertising campaign on different
advertising medium like newsletter,
internet, radio, etc.
Year 3
Objectives Strategies
Expand geographically  Use strategies to expand the business in
Australia (Ashley & Tuten, 2015).
 Expand the business in the areas where
the taxi services are unavailable.

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Expand overseas
 Expand the business in the overseas
market by using promotional strategy
and by using the competitive pricing
strategy.
Year 4
Objectives Strategies
Expand the product line  Diversify the product range, for example
Ola have came up with Ola share and Ola
bike taxi.
Year 5
Objectives Strategies
Geographical expansion in the foreign market  Select the countries where the taxi services
are expensive and inconvenient for

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example India.
 Evaluate the effectiveness of expansion in
the overseas market.
Financial indicators and budgets:
The organization has been one of the key members in the taxi industry of
Australia. The estimated annual revenue of the organization is 1.5 million. Ingogo has the raised
over 12 million in the year 2015. The organization is valued at 100 million dollar in 2015. The
organization can expand their revenue if they follow proper strategy and can expand their
business in the foreign market.

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Conclusion:
The assignment will provide a marketing plan of the Australian taxi service. Ingogo is the
selected organization in this assignment. Ingogo is an Australian cab booking service provider,
which helps the customer to bokk cabs easily with the help of the mobile application. The
Organization was formed in the year 2011 in the month of August by an Australian Entrepreneur
Hamish Petrie. Hamish has been successful in carrying the organization to success in such short
span of time. Ingogo has their service in the top most cities of Australia and they are Adelaide,
Brisbane, Sydney, Perth and Melbourne. The organization is one of the first organizations in the
world to provide fixed fares, which, means that the fare price will not surge in case of traffic
jams or any other problems. The organization has m0oved from the introductory phase to the
growth phase and now the organization needs to expand their business not only in Australia but
also outside Australia. The organization is facing intense competition in the market and the
presence of Uber, an established brand, the organization will have to work hard with their
marketing strategies. The organization has to expand their business in the foreign market in order
to gain a good amount of market share. The organization uses marketing channels like social
media to promote their market. The organization can grow in the market if they follow proper
pricing and advertising strategy to create brand awareness and product awareness in the market.

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References:
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Twitter, Instagram, and Snapchat among college students?. Social Media+ Society, 3(1),
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Ashley, C., & Tuten, T. (2015). Creative strategies in social media marketing: An exploratory
study of branded social content and consumer engagement. Psychology &
Marketing, 32(1), 15-27.
Bilir, L. K. (2014). Patent laws, product life-cycle lengths, and multinational activity. American
Economic Review, 104(7), 1979-2013.
Castro, P. S., Zhang, D., Chen, C., Li, S., & Pan, G. (2013). From taxi GPS traces to social and
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Folsom, R. H., Gordon, M. W., Spanogle, J. A., Fitzgerald, P. L., & Van Alstine, M. P.
(2012). International business transactions: a problem-oriented coursebook.
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Ltd, i. (2018). ingogo | Taxis done better. For Passengers, Drivers and Businesses. Retrieved
from https://www.ingogo.com.au/
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