Ingogo Marketing Plan: Strategic Analysis and Marketing Mix Design

This report provides a comprehensive analysis of Ingogo's marketing plan, a cab service operating in Australia. It identifies the company's current situation and problems, including its struggle to compete with established companies due to a weak marketing plan and limited market size. The report proposes core marketing approaches, focusing on segmentation, targeting (differentiated approach), and positioning (price and quality combined with competitor positioning). It outlines marketing and financial objectives, including customer satisfaction, building a strong brand image, increasing market size, return on investment, and effective advertising. The report also details marketing mix strategies, including product, price, place, and promotion, with a proposed budget allocation for the promotion mix. The ultimate goal is to provide Ingogo with a roadmap for enhancing its market position and achieving sustainable growth.

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

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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