Marketing Management and Digital Communication for Ingogo Inc.

This report, prepared as part of an assessment, provides an in-depth analysis of Ingogo's marketing and digital communication strategies. It begins with an executive summary and an introduction to Ingogo, an Australian online taxi service provider. The report then details the company's segmentation, targeting, and positioning approach, outlining its demographic, psychographic, behavioral, and geographic segmentation strategies. It also defines Ingogo's target market and positioning statement. The report further discusses Ingogo's marketing and financial objectives, including brand management, increasing online sales, and expanding its network. A detailed marketing mix strategy is reviewed, covering product, price, place, and promotion. The report also addresses budget allocation for the promotional mix, and concludes by emphasizing the importance of investing in digital media communication to develop a strong brand portfolio. The report leverages situational analysis, competitor analysis, and market trends to inform its recommendations.

Running Head: Marketing Management and Digital Communication
Marketing Management and Digital Communication

Marketing Management and Digital Communication 1
Executive Summary
The below mentioned report is the following part of the assessment one. This report provided
information about and the marketing and digital communication strategies of the company
Ingogo. The company wants to promote its brand in the external market for which there are
various marketing as well as financial objectives defined. The marketing mix strategies help
Ingogo in creating a reputable position in the market. Further, the promotional mix budget helped
the company in creating a budget for the digital marketing activities of the company. These
activities will help the organization in creating an identified brand image in the external
international market. Lastly, the report concluded that the company should mainly focus on
develop a brand portfolio by investing in digital media communication activities.

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Contents
Executive Summary.....................................................................................................................................1
Introduction.................................................................................................................................................1
Segmentation, targeting and positioning approach....................................................................................2
Segmentation..........................................................................................................................................2
Target Market..........................................................................................................................................3
Positioning Statement.............................................................................................................................4
Marketing and financial objectives..............................................................................................................4
Formulation of a detailed marketing mix strategy......................................................................................5
Budget allocation for promotion mix..........................................................................................................7
Conclusion...................................................................................................................................................8
Reference....................................................................................................................................................8

Marketing Management and Digital Communication 3
Introduction
The purpose of this report is to provide a brief introduction about the activities of the company
Ingogo Inc. The company is an Australian organization that is specialized in providing online
taxi services to the people of Australia. The company initiates its services in different parts of
Australia that are Perth, Brisbane, Sydney, Melbourne and Adelaide. The cab drivers of the
company process their fares using a customized mobile application of Ingogo on their android
smartphones. The company is based in taxi booking and logistics technology industry; it was
founded in the year 2011. Further, the below mentioned report provides information about the
segmentation, targeting and positioning of the company in the external market. It also talks about
the marketing and financial objectives of the company that are to be raised in the external
market. A detailed marketing mix strategy of the company is reviewed in this report along with
the budget allocation and promotional mix strategies of the company (Ingogo, 2018). Further, the
situation analysis of the company explained in assessment is discussed below:
The situational analysis of Ingogo explains that the Australian market benefits the company in
initiating activities and succeeding in the target market. The governmental regulations related to
traffic license and payment methods are strict so it strongly impact on the growth of the
company. The government of the country also defines regulations related to the employing of
drivers as contractors for the company. There are fixed prices defined by the company for the
purpose of remunerating the drivers in the organization. The economic factors explain the rise in
prices of fuel might increase the fares for the organization as well and inflation can negatively
impact the growth of the company (Petrie, 2016). Further, the behavior of taxi drivers has a
major impact on the sales of the company as people will drive with drivers only when they are
comfortable with them. Cultural and communication gap can create problem for the company.
Lastly, it should be noted that technology of the country plays an important role in helping the
company to grow. Technology presents in the market gives advantage to the company to increase
its sales repeatedly (Tan, Tan, Lu, & Land, 2017).
The situational analysis of the company explains that the company Ingogo has an identified
brand that helps them in the market. Professional capabilities of the drivers also attract the
customers. Transparency is major goal of the company that gives them opportunity to gain trust

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of customers and explore different markets as well. The company gains the opportunity to
generate business by installing automatic vehicles. High indirect competition is the weakness of
the company. Also there is threat of new entrants and government regulations in the market.
Perception that Ingogo charges high affects the sales revenue of the company. Cabify, Safer taxi,
GoOpti, Moovit are some of the competitors of the company (Allsop, 2014).
Segmentation, targeting and positioning approach
Segmentation
Segmentation refers to the process of grouping the market into various parts on the basis of their
characteristics. The process of segmentation process bases to the company on the basis they
should target the customers in the market. The audience should be the people who actually want
to use the services of the company. The segmentation of an organization includes four aspects
that are discussed below:
Demographic: This type of segmentation talks about the age, gender, ethnicity, education etc.
aspects about the customers in the market. The demographic segmentation provides the base to
the company to the basis of which they can target the adequate customers on the basis of their
age, gender etc. in the market. On the basis of age, the company Ingogo targets people of age
group 20-60 both males and females. The company should mainly target the people who are
business class and employees. As the employees needs to travel to their office on daily basis thus
they uses the Ingogo taxis to travel (Fleischmann, Daniel, & Welters, 2017).
Psychographic: This type of segmentation explains the personality and emotions of the people
that to attain the products and services of the company. This segmentation explains the emotions
and behavior of the people present in the market towards the products and services offered by the
company. On the basis of this segmentation, the company should target the business class people
who do not want a cheap drive but a safe drive. Middle and upper middle class people prefer the
services of the company Ingogo. Working class mainly prefers the services of the company
because of their quality to drop the customers to the destination on time (Matyas, &
Kamargianni, 2017).

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Behavioral: Further, the behavioral segment talks about the behavior of the people towards
purchasing certain products and services in the external market. This segment explains the nature
of purchase, benefits sought, usage level, brand loyalty of customers towards the company etc. In
the aspect of benefits sought, the company targets the customer that attains a sense of attachment
with the services offered by the company. The company targets the people that are determined
and ambitious in nature and the people who want to attain the easy going services while
traveling. The services of the company aim to attain the trust of the customer through their
services, so the company on targets the people who belongs to business class and regularly use
the services of the company (Wirtz, & Lovelock, 2016).
Geographic: Lastly, the geographic segmentation talks about the segmentation of the customers
on the basis of their geographical boundations. This aspect differentiates people of the basis of
the areas where they live (location). Under the geographical segmentation, it should be noted that
the company targets the people of Australia only as the organization does not provide its services
in other parts of the world. Further, talking specifically, the company should target the people
present in Perth, Brisbane, Sydney, Melbourne and Adelaide (Day, 2017).
Target Market
The company targets the people present in the market that belongs to business class and are a
part of the age group of 20-60. They target the people who are working and regularly use the taxi
services in the market. On the basis of behavior, the company targets the people that want to a
long lasting relationship with the organization and wants to use easy going services in the
market. Further, it should be noted that the target market of the company Ingogo is regular
travelling, millennial and technologically updated people present in Australia. The company
provides services to the people who do not own a car and prefer traveling through taxicabs.
Lastly, it should be noted that the company wants to target people who regular go through cabs
to their jobs and concerned about the fares as well. The marketing strategies are designed for the
company so as to attract the targeted population.
Positioning Statement
The company position themselves at one of the most significant position in the market of
Australia. Further, as the company uses multi-segment type of positing strategy under which they

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target several people present in the target market differently according to different level of
services. The ride hailing giant offers economy, Pool as well as moto services to the customers
according to their preferences. The organization also uses specific tagline to attract larger
segment in the market. The online taxi booking services of the company are also efficiently
improved so that customers do not feel dissatisfaction while using services of Ingogo (Afif,
Hardiyanto, & Suwandari, 2016). The company uses attractive taglines to position themselves at
an appropriate position in the market. The company uses ‘Go Almost Free Swiftly’ to position
themselves in the market. The company initiates its mobile application easy and user friendly so
that it does not take time in loading and books taxi easily. Lastly, the multi segment positioning
process of the company adequately supports Ingogo in creating an impact at the mass on the
same time.
Marketing and financial objectives
The fact should be noted that although the company is the first organization developed in
Australia for the purpose of providing taxi services in the market, still very few people know
about the company and services offered by them. Thus, the marketing and financial objectives of
the company should be SMART than can help them to attain an identified position in the target
market. Further, the marketing objectives of the company are explained below:
 Brand management should be the initial and prior most objective of the company in the
external market. The company create a brand portfolio that it easily recognized by the
customers in the market. This process will help the company to position themselves at an
adequate position and reduce the confusions present in the minds of customers related to
their image (Li, 2016).
 The company should aim to increase online sales by inducing extensive technological
services in the applications of the organization. The mobile application is the face of the
company for the customers, so they should present themselves in such a way that all the
queries of customers are solved and their satisfaction level is also increased.
 Lastly, the company should aim to increase their network by connecting with more and
more people present in the market and employing them in the services of the company
(Kireev, et. al., 2016).

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The financial objectives of the company Ingogo are mentioned below:
 To increase the total revenue by 20%
 Penetrate the market and increase customer base by 30%
 Reduce operation cost by 10%
Formulation of a detailed marketing mix strategy
In order to attain the above mentioned objectives of marketing and finance, the company Ingogo
should develop effective marketing strategies with the help of which they can easily attract the
target customers present in the market. With the help of these market strategies, the company can
easily position themselves at the appropriate position in the target market (Anesbury,
Winchester, & Kennedy, 2017). The below mentioned marketing mix framework explains the
marketing strategies of the organization:
Product
The company provides customers alternative ways to start a ride with the company by using the
mobile application of Ingogo. The company is known for providing easygoing transportation
services to the customers in the market that are comfortable and easily accessible by them. Also,
the customers can know the fares of the ride in advance by using the mobile application; the
application also helps in knowing the route through which the driver is leading to the customer.
The application also enables the driver to get to know the location of the rider when they book a
ride from any respective place. The company should enhance their operations so as to adopt an
effective product strategy as well. Further, in order to attain the interest of the customers, the
company should provide taxi services with free wifi services in it. Pooling process should be
made better so that the customers do not wait for a longer time to reach to their destination.
Advance booking make the services of the company efficient in the market (Joshi, Dixit, &
Sinha, 2017).
Price
The pricing strategy of the company plays a major role in attracting the customers in the target
market. With the pricing strategies initiated by the company, they have started providing

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comfortable rides at minimal rates in the market. The company also provides various perks to the
first riders and the existing customers as well. Also, the fixed fares services gave an ease to the
customers as with this effect they can easily know the fares that they are going to pay in advance
to the drivers (Moutinho, & Vargas-Sanchez, 2018). This aspect also helps the customers in
justifying themselves when the drivers charges more amount from them. The best feature of the
company is that they do not charge administration costs due to which the customers saves 20%
of the travelling costs. The company also provides various benefits to the customers like cash
back services, referral bonus, coupons and vouchers etc. The company should circulate promo
codes to its fixed customers to increase their loyalty for the company (Belz, 2017).
Place
In the current era, the company is providing its services in majors of the country Australia that
are, Perth, Sydney, Brisbane, Melbourne and Adelaide. Resulting to which, the company does
not have much popularity in the market as they have not established their services properly in the
external market. The company should expand their scope of business in different parts of the
world and it should also penetrate the market so as it increase its customer base as well. The
Company should to increase its brand presence in different parts of the world (Schlegelmilch,
2016). Apart from the web application of Ingogo, the company should also develop its website
that can help the users o book ride from there also. The company should establish different
outlets of Ingogo and various centers and a feedback team as well so as to enhance the services
provided. Thus, in this way the company should aim to create an extensive distribution channel
of products and services in Australia and other parts of the world (Armstrong, , Adam, Denize, &
Kotler, 2014).
Promotion
The promotional strategy is one of the company plays a significant role in attracting the
customers towards the products and services of the company. Ingogo is effectively using its
promotional strategies to target the customers and provide them beneficial services of the
company. The company is currently using word of mouth promotional strategies to capture the
market share. The spending of the company on the advertising and promotional strategy is very
less due to which the company is unable to gain popularity in competitive business environment.

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The company should promote their brand in the market by providing referral bonus and gift
vouchers to the first as well as loyal customers in the market (Strauss, & Frost, 2016). The
company should also provide discounted rides to them; this process will promote the services of
the company and make people aware of the activities of the organization. The company should
also promote their services o social media as well as print media. They should advertise the
products and services of the company through magazines and newspaper ads. The company
should also tie up with various other profound companies present in different industries so as to
increase the satisfaction level of the customers and provide them more than expected. Lastly,
differential price offering strategy will also help the company to attract more customers in the
market (Andaleeb, 2016).
Budget allocation for promotion mix
The below presented is the promotional mix budget of the company Ingogo, the management
decided to create a budget of $109,000 for the company. The budget is segregated into four parts
that are social media marketing, direct marketing, print media and events and sponsorships. The
company has decided different amount to be invested in all the four segments. The maximum
amount is invested in the social media marketing as it is the most important way through which
the company can target the right type of customers in the target market. The promotional mix
strategies of the company will help the organization to achieve the promotional mix strategies
(Kotler, 2015).
Promotional Mix Budget
Promotional mix elements Amount
Social Media Marketing
1. Facebook $8,000
2. Twitter $4,000
3. Google $12,000
4. Youtube $7,000
Total Social Media $31,000
Direct Marketing

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E-mail Marketing $4,000
Internet Marketing $20,000
SEO Marketing $5,000
Total 29,000
Print Media $15,000
Others
Offers and discounts $11,000
Promo codes $6,000
Total $17,000
Events and Sponsorships $17,000
Total Required Budget for Promotion $109,000
Conclusion
Thus, in the limelight of above mentioned events, it should be noted that the report talks about
the situational analysis recap of the assessment of the report. It also explained the segmentation,
targeting and positioning statement of the company Ingogo. Further it also analyzed the
marketing and financial objectives of the company formulation of marketing mix strategies
related to that and the budget allocation for promotional mix strategy. Lastly, it should be noted
that after being the first organization in the online taxi service industry, the company has not
maintained the image and gained the first mover advantage. Thus, the company should use the
above mentioned strategies to gain the competitive advantage and achieve target in the market.

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