Ingogo Company Marketing Plan: Strategies for Digital Communications

This report presents a comprehensive marketing plan for Ingogo Pty Ltd, an Australian online taxi booking company. It begins with an executive summary highlighting the importance of marketing research and planning for introducing services in the market. The report includes a situational analysis, discussing Ingogo's position as a first mover in online transportation in Australia and its challenges against competitors like Uber. The core of the report focuses on the STP (Segmentation, Targeting, and Positioning) approach, detailing Ingogo's demographic, psychographic, and behavioral segmentation strategies. It identifies the target market as regular travelers, millennials, and tech-savvy individuals. Furthermore, the report outlines marketing and financial objectives, proposes a detailed marketing mix strategy encompassing product, price, place, and promotion, and suggests a budget allocation for the promotion mix. The analysis emphasizes the need for efficient marketing strategies to strengthen Ingogo's brand image and increase its market share within the competitive transportation industry.

Running Head: MARKETING AND DIGITAL COMMUNICATIONS 1
Marketing and Digital Communications:
Ingogo Company

MARKETING AND DIGITAL COMMUNICATIONS 2
Executive Summary
Marketing research and marketing planning are two important aspects which each and every firm
practices to introduce its products and services in the market. The primary objective of this report
is to conduct market planning on information technology based taxi booking firm i.e. Ingogo Pty
Ltd. The marketing plan includes different aspects of marketing regarding Ingogo. However,
Ingogo is the first online transportation company in Australia but it is unable to establish a strong
brand image in the country and worldwide. So, organization needs to implement more efficient
marketing strategies and tactics. The report includes the discussion about different marketing
aspects like segmentation, positioning, target market and marketing mix strategies. The below-
marketing plan recommends the organization use a promotional budget plan to approach a large
population.

MARKETING AND DIGITAL COMMUNICATIONS 3
Table of Contents
Introduction.................................................................................................................................................4
Situational Analysis Recap...........................................................................................................................4
Segmentation, targeting and positioning approach (STP)...........................................................................5
Segmentation..........................................................................................................................................5
Target Market..........................................................................................................................................6
Positioning Statement.............................................................................................................................7
Marketing Objectives..................................................................................................................................7
Financial Objectives.....................................................................................................................................8
Formulation of a detailed marketing mix strategy......................................................................................8
Marketing Strategy Proposed Implementation.....................................................................................10
Budget allocation for promotion mix.........................................................................................................11
Conclusion.................................................................................................................................................12
References.................................................................................................................................................13

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Introduction
Marketing plan is one of the most significant documents for a company as it helps to develop
awareness about its products in the market place. Each and every organization needs to create a
marketing plan when it thinks to bring new products and services in the market place. Before
preparing this, the company conducts a situational analysis that evaluates all the external and
internal factors which affect its growth and success (Hollensen, 2015).
The major aim of this report is to prepare a marketing plan for Ingogo Organization which
specializes in online taxi bookings and payments. The report includes different marketing aspects
like segmentation, targeting and positioning statement in relation to Ingogo organization. The
report comprises of both marketing and financial objectives of the company which it aims to
attain in the timeframe of next 3 years. A detailed analysis about company’s marketing mix
strategies are provided that is used by Ingogo to promote its services in the market. After
establishment in the year 2011, the organization is becoming very famous due to its advanced
technology services. It has established an effective mission and vision so that it can attain its
objectives in transportation industry.
Situational Analysis Recap
Ingogo is an Australian based organization that specializes online taxi bookings and payments.
Taxi drivers process the fare by using the android smartphones and mobile applications.
Currently, it offers its services in Brisbane, Adelaide, Sydney and Perth. Ingogo has its GPS
enabled booking system that allows any nearby cab service to pick a fare irrespective of that taxi
service they work for (Bloomberg, 2018). Ingogo was one of the oldest transportation service
organizations in Australia that provides riders with the fixed fares. This fare includes all the
charges, tolls and no surge pricing due to traffic jams. The system of Ingogo enables the users to
book a taxi up to 2 days in advance.
The situational analysis of Ingogo indicates that Australia provides a favorable environment to
the company. The political environment is very stable that shows that political factors have great
impact on this transportation company. The rise of Ingogo has had disruptive impact on the
business of traditional taxi services. The organization needs to take the license from government

MARKETING AND DIGITAL COMMUNICATIONS 5
and it has to comply with different rules and regulation of transportation. Moreover, the economy
of the country is very strong among developed nations. There is low risk of operating business in
Australian economy as it claims continuously strong growth of GDP. Online taxi booking is an
effective innovation for the people who are tech savvy. The behavior of taxi drivers has a huge
impact on customer satisfaction. In Australia, the people are increasingly using smart phones and
advanced technologies that may have positive impact on the business of Ingogo in the country.
The situational analysis of the company shows that Ingogo is able to establish strong brand
awareness in the major cities of Australia (Bitsch, Brochstedt, Holm & Knudsen, 2017).
However, the organization faces intense competition from traditional taxis and international
players like Uber, Safertaxi, Moovit etc. Furthermore, the analysis recommends that Ingogo
Company has the opportunities to expand its business in other emerging market because it has
profitable business in existing market. It can improve business by installing automatic vehicles in
its business operations. Considering this situational analysis, it can be stated that Ingogo
Company can operate its business as a leading player in Australian taxi industry (Sharma &
Shah, 2017).
Segmentation, targeting and positioning approach (STP)
In today’s environment, segmentation, targeting and positioning is a very important strategic
approach in modern marketing process. It is one of the mostly applied marketing tools in the
business. When an organization introduces its new products and services in the market, it
identifies its targeted people and creates an impactful positioning statement that assists the
organization to grab the attention of people. The services of Ingogo are developed considering
the needs and preferences of the Australian customers. It is targeting the people analyzing these
needs (Thorson & Moore, 2013). The STP approach for Ingogo Company is given below:
Segmentation
Market segmentation is one of the most important approaches through which a company targets
its specific customers. Ingogo Company is targeting its customers considering different
segmentation characteristics of targeted population. These characteristics are such as
demographic, geographic and psychographic characteristics (Liu, Liao, Huang & Liao, 2018).
Different bases of market segmentation are given below:

MARKETING AND DIGITAL COMMUNICATIONS 6
Demographic Characteristics
It is one of the most important segmentation variables that are used by Ingogo Company.
Demographic characteristics are such as age, income, occupation, education, religion etc. Under
this market segmentation, the company targets its customers on the basis of age and income of
people. It considers the customers from the age group of 16 to 60 years old who prefer to travel
by private taxis (Percy, 2014). In addition to this, it targets the millennial and Gen Z people
because they are tech savvy. They prefer to use online taxi booking rather than traditional taxis.
It provides the rides on modest prices which is affordable for medium level people. It does not
use surge pricing due to traffic jams.
Psychographic Characteristics
Under psychographic segmentation, Ingogo Company targets the people from millennial group
and Gen Z due to their lifestyle choices, spending and habits. Moreover, it focuses on the people
from working class as they need to travel regularly. Nowadays, Ingogo is very trendier than
hiring a regular cab so young business professionals and millennial enjoy using the services of
Ingogo.
Behavioral Characteristics
Furthermore, Ingogo offers its products considering the behavioral characteristics of its targeted
population like benefits sought, loyalty, user status etc. This firm looks at the benefit responses
based on the economy, brand image and resale value of the transportation services (Thorson &
Moore, 2013). It is focused on the regular customers like business professionals who prefer to
take online rides rather than taxi rides. People are showing brand loyalty towards the services of
Ingogo Company.
Target Market
Thus, the above market segmentation approach indicates that Ingogo targets the people
considering their transportation needs and income status. The target market for Ingogo Company
is regular travellers, millennial and tech savvy people in Australia. It offers its services to the
people who do not have their own cars and travel by private taxis. From the above analysis, it
can be stated that the organization is targeting the business and working people who are very

MARKETING AND DIGITAL COMMUNICATIONS 7
conscious about the fare. All the marketing strategies and efforts of Ingogo are completely
focused on its targeted population (Cross, Belich & Rudelius, 2015).
Positioning Statement
In order to place itself among its targeted population, Ingogo Company uses an attractive
statement that helps the firm to capture the attention of targeted customers. For its online ride
booking and payment services, Ingogo uses multi-segment type of positioning as it targets many
customer segments like business professionals, millennial etc. It positions its mobile application
as the most convenient, transparent and user-friendly so that user can access this easily. In the
beginning, it has positioned itself by using the tagline i.e. “The free taxi app booking service”.
With the help of this tagline, it aims to attract the cost-conscious people in Australia
(Rosenbaum-Elliott, Percy & Pervan, 2015).
Marketing Objectives
In order to promote its transportation services, Ingogo Company sets some marketing goals that
it desires to attain in the timeframe of next three years (Percy, 2014). Taxi app and online
payment services provider is a new concept in the market so it will determine its marketing goals
accordingly. For the taxi services of Ingogo are stated below:
 To create the biggest taxi network in the world, connecting the travellers with reliable,
safe and convenient transportation providers at different price points in Australian cities.
 To entice more people by establishing strong brand image in online transportation and
payment industry.
 To increase the customer awareness towards the online taxi booking services of Ingogo.
The company has established its objectives which are specific, measurable, attainable, realistic
and time-bound. The objectives are totally related to the organization’s operations and services.
They are very realistic and attainable as there is nothing that cannot be attained by Ingogo (Jain,
& Haley, 2009). It can measure the effectiveness of objectives by looking at the customer base,
number of rides per day, number of log in on application etc.

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Financial Objectives
In addition to marketing objectives, Ingogo will establish its financial objectives which can be
measured in the monetary terms. These financial objectives assist the organization to attain
overall growth in the industry. The financial objectives of Ingogo Company are given below:
 To increase its revenues and profits by a significant percentage i.e. 15%.
 To enhance the market share by 20% in next three years.
 To attain financial sustainability in competitive online taxi industry in Australia.
Considering the above objectives, Ingogo is developing strategies and tactics which will assist it
to attain the above-mentioned objectives. Achievement of above objectives can be ensured by
measuring the growth and customer base of this taxi app company (Carpenter, Curtis & Keshav,
2014).
Formulation of a detailed marketing mix strategy
To attain the above-mentioned objectives, Ingogo Company should develop effective marketing
strategies and tactics so that it can attract more customers towards its services. By using these
marketing strategies, the company will be able to position itself in the market (Abril &
Rodriguez-Cánovas, 2016). These marketing strategies can be developed under marketing mix
framework that is given below:
Product
Ingogo Company provides the customers with an alternative to ride on taxis which can be
booked using the mobile application. The company has made the transportation services more
comfortable and easily accessible. Moreover, the fares are processed by using the application on
smartphones. The mobile application allows the drivers to know the location of rider when they
book a ride from any location (Ingogo, 2018). However, the organization has adopted an
effective product strategy but still it should enhance its operations. Ingogo should provide the
Wi-Fi enabled taxicabs and car-pooling so that it can provide a great riding experience to the
travellers (Davari, & Strutton, 2014). One of the best things of its services is that it allows the
people to book a ride up to 2 days in advance.
Price

MARKETING AND DIGITAL COMMUNICATIONS 9
Pricing strategy plays an important role in the popularity of a taxi service provider company.
Considering this fact, Ingogo is offering the comfortable rides at the lowest prices possible. It is
the first online taxi booking organization that provides services with fixed fares that include all
the charges and fares. In addition to this, there is no surge pricing policy due to heavy traffic. At
Ingogo, there are not administration charges so people can save 20% of travelling cost by using
Ingogo’s services. It should provide some benefits to its riders like it can provide cash back and
referral offers (Wallsten, 2015). It should distribute the promo codes to its regular travellers so
they can have cost-effective rides.
Place
Currently, Ingogo is offering its services in major Australian cities like Brisbane, Perth, Sydney,
Adelaide and Melbourne. This is the major reason that company does not have more popularity.
It should expand its business in other developing and developed nations so it can enhance its
brand presence worldwide. Ingogo, being an android phone application can be downloaded by
the users any time. It should create its website that can enable the users to book their ride
(Steenkamp, 2017). There should be Ingogo help desks and booking stations at different centers
like shopping malls and Airports. In this way, the company should try to establish an extensive
distribution network in Australia and worldwide.
Promotion
Promotion strategy is one of the most significant strategies that can be used by the organization
to attract customers towards its new products and services. Ingogo is using effective mode for
promoting its services among its targeted customers. Currently, Ingogo is totally relied on the
word-of-mouth promotion to capture market share. The spending on advertising and marketing is
very low so it does not have much popularity all over the popularity. The company should use
more effective methods than free and discounted rides and referral bonus. It should promote its
services on social media platforms so people can be aware about its services (Cawsey & Rowley,
2016). It should give advertisement in newspaper and magazines so that it can approach a large
population. It should tie up with different online food and payment service applications so that
they can display accessibility of their taxis on maps. Moreover, offering pricing benefits can also
attract more customers towards its payment and online booking services (Pan & Chiou, 2011).

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Marketing Strategy Proposed Implementation
Ingogo Company will implement the above strategies by developing the objectives and action
plan to attain them. By using these promotional mix elements, the company aims to enhance its
brand awareness among a large population. The company has the objective to attract more
customers though different promotional media and discounted offers (Del Giudice, Della Peruta,
& Maggioni, 2015). The implementation plan for Ingogo’s marketing strategies is given below:
Actions Duration Responsible
Person
Related
Department
Explanation
Product or
service
Development
3 weeks Operations and
service manager
Operations
Division
Ingogo will
plan its services
effectively. It
will add new
features to its
rides like free
Wi-Fi.
Set Pricing
Strategy
2 Weeks Financial
manager
Finance Division The company
will set an
effective
pricing strategy
to attract more
customers. It
will give
discounted
offers to its
regular
customers.
Distribution
Strategy
4 Weeks Research &
Development
Head
Research and
Development
division
The company
will make
efforts to
establish an
extensive

MARKETING AND DIGITAL COMMUNICATIONS 11
distribution
network.
Selection of
Promotional
elements
2 Weeks Marketing
Executives
Marketing
Division
Marketing
managers will
select the most
appropriate
advertising
media to
enhance its
brand image
among targeted
population.
Implementation
of strategies
3 Weeks Top Managers Top Level
management
At this stage,
the company
will implement
the marketing
strategies in
process.
In this way, Ingogo can implement its marketing strategies by using the above implementation
plan.
Budget allocation for promotion mix
Ingogo will develop a budget for its promotion mix elements according to the above given
objectives. The company has estimated the budget of $110000 for the promotional mix strategy
(Shimp, 2008). This figure is divided into different advertising and promotional media and
elements. By using this promotional ix budget, Ingogo will be able to attain its objective to
increase its customer base all over the world. The promotional mix budget for Ingogo is given
below:
Promotional Mix Budget

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Promotional mix elements Amount
Social Media Marketing
1. Facebook $7,000
2. Twitter $6,000
3. Google $10,000
4. Youtube $9,000
Total Social Media $32,000
Direct Marketing
E-mail Marketing $5,000
Internet Marketing $15,000
SEO Marketing $5,000
Total 25,000
Print Media $10,000
Others
Offers and discounts $10,000
Promo codes $8,000
Total $18,000
Events and Sponsorships $25,000
Total Required Budget for Promotion $110,000
Conclusion
Thus, it is hereby concluded that Ingogo is the first transportation company in Australia but still
it does not have huge brand presence in Australia and worldwide. To enhance its business, the
company needs to implement more effective strategies to deal with this issue. The above report
includes different marketing aspects in context of Ingogo Company that provides online taxi
booking and payment services in Australia. To gain more competitive advantage, the company
should implement the above mentioned marketing strategies. It can be found that Ingogo
Company can increase its market share and awareness by the implementation of different
strategies. These strategies will enable the organization to attain above marketing and financial
objectives.

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to the business model in the taxi industry. Proceedings of Pragmatic
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