Marketing Plan of Ingogo

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.

Marketing Plan of Ingogo 2
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

Marketing Plan of Ingogo 3
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.

Marketing Plan of Ingogo 4
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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).

Marketing Plan of Ingogo 5
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).