Detailed Marketing Plan for Ingogo Company - Australia

This report presents a comprehensive marketing plan for Ingogo, an Australian company specializing in online taxi booking and payments. It begins with an executive summary and introduction, outlining the company's services and market position. A detailed situational analysis, including a SWOT a...Read More

Running head: MARKETING MANGEMNT AND DIGITAL COMMUNICATIONS
Marketing plan for Ingogo Company
Name of the student
Name of the university
Author Note:

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Table of Contents
Part 1................................................................................................................................................4
Executive Summary.....................................................................................................................4
Introduction..................................................................................................................................5
Situation Analysis........................................................................................................................5
SWOT Table................................................................................................................................6
SWOT Analysis...........................................................................................................................6
Part 2................................................................................................................................................7
Problem Statement.......................................................................................................................7
Segmentation...............................................................................................................................7
Targeting and Positioning Approach...........................................................................................8
Part 3..............................................................................................................................................10
Marketing Objectives.................................................................................................................10
b. Financial Objectives and Goals.............................................................................................11
Formulation of a detailed Marketing Strategy...........................................................................12
Application of Marketing Mix...................................................................................................12
Implementation..........................................................................................................................13
Budget Allocatin for Promotional Mix......................................................................................13
Conclusion.................................................................................................................................14

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References..................................................................................................................................15

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Executive Summary
The following report is based on the study of the different kinds of marketing concepts and
application of marketing principles by the management of Ingogo Company in Australia. The
company provides app booking services through internet. The report starts with a brief yet
compact introductory paragraph which provides the details about the company and also
highlights the situational analysis and the different internal and external factors that have an
impact on the business. The report gradually progresses with the discussion of the main concepts
of marketing namely the targeting, positioning and segmentation of the market by the
management of the company. The report also presents a detailed financial objective of the
company along with a rough plan for the promotional and marketing mix of the organization in
the coming days. The providence of the financial aspects and the promotional campaigning
strategies has increased the scope of the following project. Any future report on the same topic
can receive large scale information from this particular report.

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Introduction
The following report has aimed to prepare a marketing plan for Ingogo company that has
its base in the island continent of Australia and specializes itself in online taxi booking and
payments. The company serves areas of Melbourne, Adelaide, Sydney, Perth and Brisbane. The
following report provides a sustainable and well formulated marketing plan for its growing range
of operations (Armstrong et al. 2015). The report consists of a number of different marketing
concepts along with different kinds of marketing principles. The report starts with a brief
executive summary and introduction where the contents and details of the report have been
provided in brief. This follows with a situational analysis that explains the current condition of
the company, the market scenario and the brief on the history of the organization. The analysis of
the segmentation, targeting and other concepts has been another notable point that highlights the
marketing concepts in a more detailed way. The report also deals with the financial objectives of
the company which has added further scope to the project. The detailed report is as follows.
Situation Analysis
As mentioned earlier the following company is an online application service provider
especially for app based cab services and other payments. The following organization was
established in the year 2011 and serves the taxi booking and logistics industry of Australia. The
business enterprise owns its own set of GPS enabled booking system. The following technology
has enabled the users or the service providers to choose or pick up any taxi or passengers
respectively that will be available nearby (Camilleri, 2018). The organization was the first such
in Australia that provided the riders with fixed fares. This included tolls and different charges
and charged no extra fare for the other delays or traffic in the roads. The company has achieved
quality success in the market just because of its extensive marketing campaigns. The marketing

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concepts and the marketing strategies that the organization uses are unique in nature which helps
them to gain a strategic competitive advantage in the market. The market research helps to define
the idea of the potential customers, projected growth, determine and assess competitors and
many more as such. The situational analysis of the company will involve the construction of a
SWOT analysis.
SWOT Table
STRENGTH WEAKNESSESSS
 Unique concept
 Large Market Share
 Inadequate training
programs
 Absence of
international expansion
OPPORTUNITIES THREATS
 Capture more markets
 Technological
advancements
 Threats from new
competitors
 Government
regulations
SWOT Analysis
1. Strength- The main strengths of the company are its unique concept of involving all the
app cab based services under one belt. The following concept helps the organization to
provide the users with unlimited ease for travelling in Australia. Providing such unique

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services has helped the company to be profitable and earn considerable amount of market
share in the business.
2. Weakness-The absence of a proper training program for the employees of the company
often leads to problems as the IT experts who handle the application often face
managerial level problems. This makes it difficult for the growth of the business. On the
other hand the lack of adequate funding has limited the scope of the management to
expand the business internationally.
3. Opportunities- The strengths of the following business must be well utilized by the
organization of the company to enable its proper growth in the market (Dinnie, 2015).
The technological advancements of the organization can help them to become one of the
topmost cab based application providers not only in Australia but in overseas markets.
4. Threats- The advancements in technology and the amount of profit from the business
have also attracted and are still attracting other people to open similar businesses. A
number of new companies offering similar services have already made its headway in the
Australian market (Camilleri, 2018). Apart from such threats government regulations
regarding the fares of the taxi has also been a threat for the organization.
Problem Statement
The report deals with the different marketing concepts and marketing elements of the
business of Ingogo Limited. The address of the following report aims to provide a sustainable
and efficient marketing outlook for the mentioned business in the coming years.
Segmentation
There are many ways in which the market can be segmented. A marketing professional
has to decide on how to segment the market according to the demands of the product and

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services that are offered by the company. Often the conjunction between two or more
segmentation creates the perfect set of strategies that helps them to attain the best success in the
business. There are generally four different kinds of segmentation which are, Geographic
Segmentation, Demographic Segmentation, Psychographic Segmentation and Behavioral
Segmentation. According to, Dinnie, (2015) the management of the mentioned software
company generally has a wide range of customers starting from regular office goers to a number
of different passengers who books their cabs through the software application. The company has
combined the demographical segmentation approach and the lifestyle approach of the business to
operate their business in Australia. The demographic decisions have been mainly done due to the
different choices of income levels, income characteristics and gender divisions in different areas
of Australia. The following elements help the organization to identify the areas where the use of
the applications is number (French & Russell-Bennett, 2015). On the other hand the use of the
psychographic decisions shows the lifestyle in which the people of the cities of Australia stay
and their preference for the use of the modern app cabs. In cities like Melbourne and Sydney
most of the population uses app cab because of the comfortable rides and easy booking options.
The management of the following company has thus utilized the opportunity and has regulated
the fares of the taxi accordingly to attract more and more customers to use both the services and
the taxi rides easily (Camilleri, 2018). Therefore the segmentation strategy that has been
followed by the management has turned out to be a successful venture for them.
Targeting and Positioning Approach
According to, Dinnie (2015) targeting is the next step after the formulation of the
segmentation plan. Targeting as the name suggests involves the selection of the ideal set of
customers that are believed to be the potential users or the buyers of the product or services. The

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management of Ingogo Company selects the potential target market of the business in
accordance with the market research that is conducted by the management before the entry of the
business into the market. The management selects the potential market on a wide range of
different characteristics namely;
1. Frequency of use- One of the main things that has been considered by the management
of the company to select the target markets has been the frequency of the use of the cab
services as well as the frequency of the use of the online booking services by the people
of the cities. This frequency of the usage of the services is determined to predict the
success rate of the business in the particular city (Wright, Wright & Kooli, 2016).
2. Preference for cabs- The preference for the cabs in the cities is another major
consideration for the business operations in different parts of the mentioned city. The
market research shows that most of the Australian population prefers cabs and personal
vehicles rather than public transport, thus the decision to launch the new application
based services in different cities of Australia was to woo customers to book cab with pre
fixed fares easily rather than booking cabs with extra amount of fare.
3. Fare structure of other cabs- The revision of the fare structure was another major
milestone that helped the business to gain a stronghold in Australia. The revised fare
structure for any cab bookings through the Ingogo website does not incur any extra fare
rather than the normal displayed fare. Therefore the company targeted the market by
fixing the following accordingly (Dinnie, 2015).
According to, Zia and Kumar (2016) positioning approach implies the implementation of the
targeting. The company uses the selected targeting strategy to position itself into the Australian
online transportation market. On the other hand French and Russell-Bennett (2015) states that

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the organization has the aims to achieve some of the marketing needs of the business through its
well formulated positioning strategy. They are as follows;
1. Operationally Excellent Firms- The mentioned application producing company has the
aims to become the best operational firms in Australia which will help them maintain a
competitive advantage in the market as well as enable them to provide reliable services to
the customers. The unique fare structure formulated by the company and the advantage of
using the services for booking app cabs of different companies is an additional advantage
for the business house. Apart from this the logistics demand and supply of the
organization can also make the organization one of the best in the business.
2. Technologically Excellent Firms- The Company already uses the latest and the most
technologically advanced form of GPS that helps them to track the operations of the
business much more easily and makes their operations smooth enough. The company also
has plans to instill new and latest software to make the application smooth and user
friendly in nature.
3. Customer Intimate Firms- Ingogo Company is one of the many customer intimate firms
of the organization. It excels itself in serving the different specific needs of the customer.
The company provides more emphasis on meeting the specific demands of the customers
and thus provides different kinds of additional features and benefits for the customers that
makes them happy and provides them with a much pleasant ride in the taxis.

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Marketing Objectives
Some of the main marketing objectives and goals of the following organization are;
1. Build Brand Awareness- Branding is one of the main objectives of the company and it
needs to be done accordingly to gain the much needed momentum in the market (Wright,
Wright & Kooli, 2016). Brand Awareness is thus one of the most intimidating tasks of
the management.
2. Target New Customers- The marketing and sales team of the following organization
must market its products in new and exclusive ways to reach out to a variety of customers
who might show interest in the application (Wright, Wright & Kooli, 2016). It is
important for them to target and search for new customers to increase the sales of the
organization.
3. Enter New Markets both locally and globally- The main marketing strategy of the
management of the business organization is to help the business adopt different strategies
that will be useful for the growth of the business (Gillespie & Riddle, 2015). The entry of
the company into the new markets and establishing them more strongly in the existing
market will help the organization to make their business more popular and profitable.
b. Financial Objectives and Goals
Some of the main financial objectives and goals of the company are as follows;
1. Growth in Revenue- The main focus of the management of the mentioned organization is
to search for new ways to increase the growth of the business. The management of the
company provides emphasis on meeting the specific needs of the people by concentrating

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more on the sales and marketing objectives of the organization. The companies always
tend to increase their revenue goals in terms of percentage increase.
2. Increasing the Margin of Profit-The profit margin of the companies can be increased
accordingly by targeting new markets, aiming for more innovation, applying technology
and many others as such.
3. Ensuring Sustainability- The company may face some financial crisis or any other
forms of economic crisis in the coming times which can be mitigated only when a solid
and compact financial planning is there in store (Wright, Wright & Kooli, 2016). The
financial planning by the company helps the organization to ensure sustainability.
Formulation of a detailed Marketing Strategy
Application of Marketing Mix
The 4p’s of marketing mix have been implemented in the organizational structure with
precise care which has helped the organization to establish itself as a leading application provider
for app cab booking services (Zia & Kumar, 2016). A proper and effective marketing strategy of
the company is designed to meet the objectives and goals of the organization. It also helps in
providing values to the customers that is helpful for the organization to be one of the very best.
The main applications of the marketing mix are as follows;
1. Price- The price of installing the software and operating it is absolutely free for the
customers. The company earns revenue from each of the bookings done by the
customer from the app cab companies.
2. Product- The product of the company is the mobile based booking application that is
used for the booking of the online cabs and making the different payments.

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3. Place-The Company’s business is spread in different large cities of Australia and has
effective planning to spread the business to other parts of Asia especially South East
Asia.
4. Promotion-The Company uses online promotional advertisements to promote the
application and also uses social media applications to make the people more aware
about such an innovative product.
Implementation
The main steps by which the management of Ingogo implements the marketing mix are
as follows;
1. Setting the Right Expectations
2. Building up a team and securing the different resources
3. Communication of the plan
4. Setting up a task board for the achievement of the success.
Budget Allocation for Promotional Mix
Budget Category 1st
quarter,
2017
2nd
quarter,
2017
3rd
quarter,
2017
4th
quarter,
2017
Financial
Year 2017,
TOTAL
Total Marketing
Programs
840,000 1,050,000 955,000 865,000 3,510,000
Demand Generation 100,000 300,000 200,000 100,000 700,000
Partner Marketing 50,000 50,000 50,000 50,000 200,000
Digital Strategies 25,000 25,000 25,000 25,000 100,000

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Awareness
Leadership
75,000 75,000 75,000 75,000 300,000
Events 150,000 150,000 150,000 150,000 600,000
Content/
Documentation
15,000 25,000 30,000 40,000 110,000
Product Marketing 50,000 50,000 50,000 50,000
Marketing Strategy
and Operations
25,000 25,000 25,000 25,000 100,000
Global/Field
Marketing
350,000 350,000 350,000 350,000 1,400,000
Conclusion
The following report has explored almost all the different types of marketing elements
that are applied by the management of the mentioned organization in the business to gain
success. On a thorough analysis of the report the readers will have a proper knowledge on the
marketing concepts, theories and elements that are used for the proper operations and the growth
of the business in the modern competitive market.

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References
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