Marketing Plan of Ingogo

This marketing plan analyzes the current situation and problems of Ingogo, a fast-growing cab service in Australia, and proposes better marketing mix strategies and an effective new plan for the organization. The plan includes a segmentation approach, targeting approach, and positioning approach, along with marketing and financial objectives. The marketing mix strategies include changes in product, price, promotion, and place.

Marketing Plan of Ingogo 0
Title: Marketing Plan of Ingogo
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Marketing Plan of Ingogo 1
Executive Summary
Being a marketer, there is an essential need for an effective marketing plan. A marketing plan is
a vital element of any strategic plan of an organization. A marketing plan is the foundation
through which a product or service is launched in the market to have the maximum impact on the
targeted customers. With a detailed marketing plan, an organization is better prepared to get high
sales for their new product or increase the sales of an existing product or services. A marketing
plan helps in building strategies which will be helpful in publicizing and advertising the product
or service in a better way which will also help in beating the competitors and all this has to be
done in a set budget. In this assignment, the marketing plan of the company Ingogo is analyzed
to propose better marketing mix strategies and an effective new plan for the organization.

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Contents
1. Introduction..............................................................................................................................3
2. Ingogo Current Situation & Problem.......................................................................................4
2.1 Situation Analysis Recap..................................................................................................4
2.2 Problem Statement............................................................................................................5
3. Core Approaches for Marketing Plan of Ingogo......................................................................5
3.1 Segmentation Approach....................................................................................................6
3.2 Targeting Approach..........................................................................................................9
3.3 Positioning Approach......................................................................................................10
4. Ingogo Objectives...................................................................................................................11
4.1 Marketing Objectives......................................................................................................11
4.2 Financial Objectives........................................................................................................12
5. Ingogo Marketing Mix Strategies...........................................................................................13
5.1 Marketing Mix.....................................................................................................................13
5.2 Budget for Promotion Mix...................................................................................................17
6. Conclusion..............................................................................................................................18
References......................................................................................................................................19
Appendix........................................................................................................................................22

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1. Introduction
A marketing plan is a crucial aspect of any organization as it directs them to establish an
influential launch for their product or services. A marketing plan helps in uplifting the current
sales of the existing product and services by attracting the customers with specific strategies. A
marketing plan is a segment of the business plan which is executed in this competitive world of
today, to fulfill the objectives of an organization and to stay ahead of the competitors. A
marketing plan supports in publishing and advertising the new or existing product into a new or
existing market. Ingogo is a fast growing cab service in Australia. The company specializes in
cab booking which can be done both in advance and when in need. The cab drivers detects the
location of the customer through a mobile application available for Android users too. The
charges of the services are fixed which does not include any extra charges of tolls, traffic jams
extra. The main mission of the organization is to provide convenience to each person by
providing them cab services which are affordable by every person. The Ingogo services are
presently available in five cities in Australia, which are Sydney, Adelaide, Perth, Brisbane and
Melbourne. The company founder and CEO is Hamish Petrie.

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Image source: (upload.wikimedia.org)
2. Ingogo Current Situation & Problem
2.1 Situation Analysis Recap
Ingogo is a taxi service in Australia, which is trying to build a strong base between the
already established companies like Uber, Ola, 13 Cab, Go Catch and many more. The company,
though have a fixed rate policy which is different from what its competitors are offering, but the
organization is in a state of flux. The organization is offering the customers with a unique travel
experience which does not include any additional charge of traffic jams or other additional
charges. But its competitors still have a strong control and are dominating the current market.
This has been examined and concluded through the customer, competitor and stakeholder
analysis (Abdullah, 2018).

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2.2 Problem Statement
The organization Ingogo is struggling in the current market because of their poor marketing
plan and also because of their small market size. The company lagging behind from its
competitors due to the poor marketing strategies and activities which are failing to attract more
customers that will further help in expanding their market size. The organization is currently
functional only in five cities of Australia, which is restricting their boundaries of services to a
limited area. Both these problems have to be tackled for increasing the market hold of Ingogo in
Australia.
3. Core Approaches for Marketing Plan of Ingogo
The formulation of a marketing plan for any organization requires examination and
understanding of certain aspects in details which have to be further utilized in forming an
effective marketing plan on this basis. The marketing strategies which are finalized are built
around these core approaches and ensuring that all these approaches are fulfilled for further
fulfilling the marketing objectives and the financial objectives of an organization. Ingogo is in
the urgent need for an effective marketing plan for increasing the low sales of the company and
also for building a strong image in front of their targeted audience. There are three approached
which have to be taken into consideration while formulating a marketing plan, they are,
segmentation approach, targeting approach and positioning approach (Davari & Strutton, 2014).

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Image source: (www.ingogo.com)
3.1 Segmentation Approach
According to the Australian bureau of statistics, this has been recorded that around 5.1%
people travel by a car as a passenger and around 0.2% people travel by taxi. These percentages
show a standard which is even lower for Ingogo because they are accessible only in five cities.
The segmentation helps in identifying the individual needs of various individuals and then
catering to them in accordingly (Devi Prasad Kotni, 2014).
Type of Segmentation Segmentation Criteria Ingogo Customer
Segment
Geographic
Region Adelaide, Sydney, Perth,
Brisbane and Melbourne.
Density Both urban and rural
populations.
Gender Male, female and others.

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Demographic
Occupation Students, employees,
professionals,
businessmen, retired and
handicapped.
Life-cycle stage Bachelor stage, married
stage, divorce stage,
estranged stage, widow
stage, senior citizen stage.
Age From the age of eighteen
to sixty-five years old.
Behavioral
Loyalty The organization has still
not formed hardcore loyal
customers. Ingogo have
customers which are less
loyal to the organization
and are majorly switchers.
Benefits Fixed rates are cost
efficient and the company
is providing convenience
to their customers.
Personality There is a mixed bag of
personalities which are

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from easygoing,
determined, ambitious and
trouble giver.
User-status The users vary from non-
users, first time user and
potential users. The
company has still not able
to form a strong regular
user segment.
Psychographic
Social-class Ingogo serves all class, be
it lower class, middle class
and high class.
Lifestyle Ingogo is available for
people from different
lifestyles.

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3.2 Targeting Approach
Image source: (www.smartinsights.com)
After the process of segmentation, the marketers have to decide an effective marketing
strategy that will help them in effectively conveying their marketing messages to the targeted
audience or segment. The targeting approaches help the sales and marketing team to customize
their messages according to the people who are being targeted. The targeting approach helps in
building the right marketing mix for any product or service. In case of Ingogo the best targeting
approach is the differentiated approach. The organization Ingogo has a wide range of customers
belonging to different segments. Also the company is in the growing stage, so the best targeting

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approach which will cater to various needs of different segments, is differentiated targeted
marketing. This approach will help in dealing with different segments as the focus will be
equally divided between different segments and the marketing messages will be specific for each
segment. Though the needs of all the segments are same, but still there is a difference in the level
of demands between each segment. The differentiated approach will help Ingogo largely and this
approach is always better than the scattergun approach. The Ingogo have to introduce some extra
services and these services should be different for each segment. The difference between each
segment should be prominent and measurable. A clear understanding of different segment in the
form of their size, benefits, wants and financial status should be known to create marketing
messages and plan according to each segment differently.
Image source: (www.ingogo.com)
3.3 Positioning Approach
A positioning strategy is formed by two main factors, which are, consumer and competitor.
In the case of Ingogo, the size of the consumer is small and the rate of competition is very high.

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Also, the pricing of the service is unique and different from its competitors so this can be used in
the benefit of Ingogo. According to these facts, the best possible positioning approach for Ingogo
is by price and quality positioning strategy along with the competitor positioning strategy. These
two strategies will help in gaining more customers and in shifting the customers from the
competitors to Ingogo (Gök & Hacioglu, 2010). The fix pricing approach of the Ingogo is the
main advantage and the strongest point of the organization. This has to be further utilized in the
positioning strategy. The fixed price approach should be also used to pit against any competitor
and this comparison between the competitor and the Ingogo in the positioning strategy will be
very beneficial for the organization. These two strategies will help in increasing the market size
of the company and with an effective marketing plan along with the positioning strategy will
build a strong image of the company Ingogo in the eyes of the targeted customers.
4. Ingogo Objectives
Every organization has some basic objectives which are the key driving force of all
organizations. There are different sub-objectives which are attached with different activities of
an organization (Hauser & Shugan, 2008). Thus, with marketing plan, there are also some
objectives which have to be fulfilled and can be categorized into two categories, that is,
marketing and financial objectives.
4.1 Marketing Objectives
The three main marketing objectives of Ingogo are-
 Customer Satisfaction
Ingogo is a cab service provider company. The company works and runs only for
the customer and through the customer. The main marketing approach for all the

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marketing activities should be to provide the customer maximum satisfaction. This will
help in creating a big market for the organization and also will increase the profits of the
company (Jones, Barrie, Robinson, Allsop & Chikritzhs, 2012).
 Building a Strong Image of Ingogo
Currently, Ingogo is lost amongst its various competitors. Uber is its biggest
competitor and the company Uber has hard core loyal customers due to its strong image
in the market. Ingogo have to come equivalent to Uber and for that building a strong
image in the market is very important. This will also help in the expansion of the Ingogo
(LeCren & Ozanne, 2011).
 Increasing their Market Size
Ingogo is currently being functional and accessible only in five cities, which are
Melbourne, Sydney, Perth, Brisbane and Adelaide. The company has to expand its
market in complete Australia. This expansion is very important for the growth and
development of the company. The company should try expanding its market in Canberra,
Darwin and Hobart in the next couple of years (Luca & Suggs, 2010).
4.2 Financial Objectives
The three main financial objectives of Ingogo are-
 Return on Investment
All the marketing activities that are conducted for the benefits of the organization
should be monitored closely, making sure that all the investment made for the
organization is fruitful and these investments are paying back to the organization
(Kamaruddin, Izehari & Sukimin, 2017).
 Determine KPIs

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The KPIs are very helpful in measuring changes. Ingogo has to establish some
KPIs that will help in knowing the changes which happened through the marketing
campaign activities and increased the demand of the services at Ingogo (Reynolds, 2010).
 Advertising
Ingogo is in the growing stage. The company has to spend huge sum in
advertising activities. These activities should be conducted in a specified budget and
there should always be a special budget for conducting any marketing activities in an
emergency (Tej Adidam, Gajre & Kejriwal, 2009).
5. Ingogo Marketing Mix Strategies
Image source: (www.smartinsights.com)
5.1 Marketing Mix
The formulation of an effective marketing plan is possible only through an effective
marketing mix strategy. There are some changes which are necessary and have to be made in the
marketing mix of Ingogo-
 Product

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Ingogo started with a good approach in the market with a fixed fare strategy. But
the organization is in the need to add new services which are addressed to different
segments differently (Tsimonis & Dimitriadis, 2014). They are providing an economic
ride, but people also hire cabs for making an impression. Also, there are people who want
even cheaper rides. The organization Ingogo has to introduce few different variants of
services which are catered to different segments differently. There is an urgent need for
this change as this will help the organization to increase their market size and is the key
way to gain loyal customers (Winter & Sundqvist, 2009).
Image source: (www.ingogo.com)
 Price
Ingogo price policy is the main strength of the organization. But with the
incorporation of new services according to different segments the organization has to
incorporate this biggest strength of fixed fare pricing into the various different activities
too. So, with their fixed pricing approach they have to adopt the price penetration strategy

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too. The customers should be asked for value for money charges and the adaptation of
this policy in pricing will help the organization in growth and development. Also, the
company’s credibility in the market will increase due to their fare pricing policy. Pricing
of the services should also be finalized after taking into consideration the different
pricing policies of the competitors (Bremner, 2013).
Image source: (www.ingogo.com)
 Place
Currently, Ingogo is functional only in the five cities of Australia, which are
Sydney, Melbourne, Perth, Brisbane and Adelaide. The company’s headquarter is in
Sydney. The organization has to expand its focus on few different cities too. The

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organization should expand its base in Darwin, Hobart and Canberra too. These are the
major cities of Australia, the organization have to focus on new places which will help in
increasing the market of the targeted audience (Everard, 2017).
 Promotion
Still in the growing and developing stage the Ingogo need to be a part of many
promotional activities. Ingogo mainly conducts all their promotions through their mobile
app and website. The company has to indulge in some differentiated services like its
competitors to create an enormous amount of publicity amongst people and in the market.
The Ingogo have to be a part of media and has to form a good image in the market. It has
to work on its promotional activities which are currently very below standards. The
company has to utilize the platform of social media for creating a huge buzz about
Ingogo. Also, the social media can be used for building strong customer relationship, this
will build hard core loyal customers for the organization (Speranza, 2010).

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Image source: (www.ingogo.com)
5.2 Budget for Promotion Mix
 A “promotional budget” is a specific amount of money that is set aside and is allocated
for all the promotional activities for a product or service of an organization. The budget is
formed according different circumstances which surrounds an organization. In case of a
growing and developing company like Ingogo there is a vital need for incurring high
investments on various different activities of the organization. For a company like Uber,
which has already created a name for itself and is fully developed requires a promotional
budget for maintaining the brand image, which involves a bit less amount of money in

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comparison to Ingogo. The budget for Ingogo is decided on the basis of a number of
factors which are vital for examination in the context of the market size and the targeted
audience (Vujic, Vasiljevic-Blagojevic & Peric, 2014). The promotional activities are the
only way through which a company’s image is formed in the mind of the people. A good
promotional campaign can do wonders while a bad one can completely destroy an image
of an organization in the market. The budget allocation should be well planned and
initially should be done for the next twelve months. For every $100 earned, $5 has to be
allocated for marketing (Tamura, 2016). But as Ingogo is a growing and developing
organization it has to spend around $10 for every $100 dollar earned. So, if Ingogo
earned around $1,000,000 then the amount to be spend on marketing will be $100,000.
This budget has to be allocated accordingly-
 On channels 20%.
 On advertising 40%.
 On digital communication 30%. As the Ingogo is accessible only through website and
mobile application a huge amount has to be incurred on digital media (Yao, Chen &
Zhao, 2013).
 On public relations 10%.
6. Conclusion
The organization Ingogo is currently is an urgent need of increasing their sales and market.
The proposed marketing plan will focus on the main problem of the organization which are poor
marketing strategies and a small market size. These strategies which have been proposed for
targeting, segmenting, positioning and the different strategies of the marketing mix have to be

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executed perfectly and they require regular monitoring too. This is needed to make any urgent
changes which are essential due to any change in the market or the customers. The organization
Ingogo should also conduct regular surveys and get feedback from people to know about their
image in the market and also about their various promotional activities.

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References
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Bremner, L. (2013). Featured Graphic. Taxi Hand Signals in Johannesburg. Environment And
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Empirical Case Study on the Soft Drink Market in Visakhapatnam. Indian Journal Of
Marketing, 44(6), 24.
Everard, M. (2017). Optimizing ecosystem services to deliver multiple benefits. CAB Reviews:
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Gök, O., & Hacioglu, G. (2010). The organizational roles of marketing and marketing
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Hauser, J., & Shugan, S. (2008). Commentary—Defensive Marketing Strategies. Marketing
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803-808.

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Kamaruddin, S., Izehari, Z., & Sukimin, I. (2017). Language Needs Analysis: An Initial
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Science Studies, 2(4), 45.
LeCren, N., & Ozanne, L. (2011). Consequences of corporate environmental marketing
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Reynolds, L. (2010). Aging and Disability Awareness Training for Drivers of a Metropolitan
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& Planning, 32(3), 328-344.

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Vujic, N., Vasiljevic-Blagojevic, M., & Peric, N. (2014). Analysis of the characteristics of taxi
services as a prerequisite for their improvement. Marketing, 45(3), 231-239.
Winter, S., & Sundqvist, S. (2009). IMC strategies in new high technology product
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(2018). Retrieved from
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Ingogo_logo.png
(2018). Retrieved from https://www.smartinsights.com/wp-content/uploads/2013/12/STP-
model.png

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Appendix
Promotional Activities of Ingogo

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