Marketing Management and Digital Communications Plan for INGOGO Taxi

This report details a strategic marketing plan for INGOGO Taxi's new application, focusing on enhancing its digital communications. It includes a situational analysis recap from a previous assessment and delves into segmentation, targeting, and positioning strategies to identify potential and target markets. The report outlines marketing and financial objectives, such as increasing market share and profitability, alongside tactics to decrease customer acquisition and operational costs. Key marketing mix strategies involving product, price, place, and promotion are discussed, with a budget allocation for promotional activities. The analysis emphasizes INGOGO's positioning as offering moderate prices with high-quality service, effectively competing with rivals like Uber and Way2ride. This comprehensive plan aims to guide INGOGO in achieving its marketing and financial goals while expanding its market presence in Australia.

Marketing Management And Digital Communications
INGOGO taxi
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Executive summary
A strategic marketing plan is the planning that is done by the company related to the strategic
marketing of the company which include the formulation and implementation of the main
initiatives and goals that is opted by the company considering the goals in mind. This report is
related to the previous assessment in which the new product and service of the existing real-life
company are discussed. The marketing plan is discussed in the report that is based on the
INGOGO taxi new application that is introduced by them in the market. The key findings of the
report include the details related to the segmentation, targeting and positioning of the new
service or app that is introduced by the company. In addition, the discussion related to the
marketing and financial objectives is done with the strategies of the company related to the
marketing mix. The findings also include the amount which the company need to spend on their
promotion.

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Contents
Introduction......................................................................................................................................3
Overview of company..................................................................................................................3
Situational analysis recap............................................................................................................4
Segmentation, targeting and positioning.........................................................................................4
Problem statement.......................................................................................................................4
Potential market segment.............................................................................................................4
Target market...............................................................................................................................5
Positioning...................................................................................................................................6
Objective and goals..........................................................................................................................7
Marketing Objectives and goals..................................................................................................7
Financial objectives and goals.....................................................................................................8
Marketing Mix.................................................................................................................................9
Product.........................................................................................................................................9
Price.............................................................................................................................................9
Place...........................................................................................................................................10
Promotion..................................................................................................................................10
Budget allocation for promotional mix..........................................................................................11
Conclusion.....................................................................................................................................12
References......................................................................................................................................13

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Introduction
The aim of the report is to conduct the strategic marketing plan for the new service of the
INGOGO taxi that is the new app of the company in which the app includes all the operations
related to the taxi at the affordable prices. The report includes the details related to the
segmentation, targeting and positioning for the new service of the company which will help in
selecting the target market. The positioning of the service is discussed which reflect the opinion
of the people for the service of the company. Further, the 3 major marketing and financial goals
and objectives are formed related to the new services for which the company is obliged to fulfil
the same. The strategies of the marketing mix will help the service of Ingogo to grow in the
market and to achieve the success.
Overview of company
Ingogo Taxi is a renowned company who offers the taxi or cab services in the market of
Australia. The company came into existence in the year 2011 and was founded by Hamish Petrie
with the motive to offer the cab services at low prices (INGOGO, 2018). The company has
launched the new service that is ‘All taxi operations. All in one app’ in the market with the aim
to offer affordable prices which grab the attention of target customers. The app helps the
company in enhancing selling and customer retention in the market. INGOGO app says, ‘ingogo-
Fixed fares for taxis' which aims to offer the fixed amount for the services to customers
(INGOGO, 2018).

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Situational analysis recap
In the previous assessment, the details related to the situational analysis is discussed which
majorly include the analysis related to the customers, competitors, other stakeholders, SWOT
analysis and the problem with opportunity statement of the company for new service. In this, the
customer analysis includes the potential and primary customer segment of the INGOGO for their
taxi service. The analysis includes that there are numerous factors that are in favour or adverse of
the company for new service. INGOGO will face the numerous losses in the emerging market
because of the hiring process of the most-efficient engineers (Craft, 2018). In addition, the
company is supposed to follow the strict regulations related to the insured cab or taxi drivers. In
the analysis, it is clear that the major competitors of the company include Uber, PTV and iHail.
Segmentation, targeting and positioning
Problem statement
The problem statement of INGOGO Company is dealing with the issues related to the selection
of the appropriate approach and to determine the goals and objectives with the strategies for their
new app launched on the market.
Potential market segment
The market segment involves dividing of the population into the groups as per the needs to
shared characteristics. INGOGO potential segment considering the new service is discussed
below: -
Demographic segment: - In the demographic segmentation market, the division of customers is
done on the basis of their age group, income, gender and many others (Armstrong, Adam,

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Denize and Kotler, 2014). INGOGO mainly segments the people with the age 15-25, 25-45 and
45-65 years which include both male and females. The people which are segment fall under the
income of middle and high-class people with the occupation of Student, professionals,
businessman, employees and retired people.
Geographic segmentation: - This segmentation segments the market on the basis of the area
where they are serving their services in the present market. Currently, it is offering the services
in Sydney, Melbourne, Adelaide, Brisbane and Perth as these cities are major cities of Australia.
Psycho-graphic segmentation: - INGOGO segments the market on the basis of psychographic
which includes social class and lifestyle of the people (David, 2011). The people which are
segmented include lower class, working class, middle class and upper class. It is found in the
lifestyle that most of the struggler and mainstreamer find it as their part of lifestyle as they make
use of services on a frequent basis for which they make use of the app. The same goes for the
people who are working as employees in different countries.
Behavioural segmentation: - INGOGO segments the people on the basis of their behaviour
which shows the way through which people react to the services. Most of the people are loyal
towards the company as they find that the services offered by the company are on fixed and
affordable prices which turn into the benefit for different customers (Hollensen, 2015). Along
with this, they can conveniently book it before the time which ensures that your car is booked
and easy to travel.
Target market
The target market is the market to which the company is looking to offer the services on the prior
basis. INGOGO company make use of the multi-segment targeting strategy in which they target

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the more than 2 segments at a time. In Australia, the company’s app is the fastest growing taxi
app which is a fair go for all. The primary target market of include people with the age group 15-
25 and 25-45 years because these people can make use of the strengths of a company that is fixed
fair price, automated receipts facility with 48-hour advanced booking system which is the only
key for the strength of company (INGOGO, 2018). The target people can understand the
facilities and use of the app easily because it is very convenient for them to make use of it. Most
of the customers book the cab from Sydney and Melbourne as these places are considered as
crowded area (INGOGO, 2018). This shows the behaviour of customers towards the services
offered by the company.
INGOGO app has occupied the place in the lifestyle of the people because they make use of the
app in getting the fixed fares irrespective of traffic and with every booking they get promotional
benefits, For example- Qantas Frequent Flyer Points on every trip and 750 Qantas Points for
their first 3 trips (INGOGO, 2018). This is the reason due to which the company targets the
people who have adopted the INGOGO app as their lifestyle.
Positioning
The positioning refers to the brand image in the mind of the customers in the current market
where they are operating their business operations (Wikinson, 2013). The app has maintained the
position in the market comparing it with the local competitors who include Waltzapp, Goarro,
Way2ride, Flywheel and many others (INGOGO, 2018). The customers find that they can save
up to 20% on the travelling by taxi as comparing it to the total cost of standard variable meter
taxi travel. The positioning of the new app service of INGOGO taxi lies in between the moderate
prices with the high quality of the services. This shows that they are occupying a good position
in the market and with this, the competitors of the company that is Way2ride are on the level of

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the moderate prices with the moderate quality. On the other hand, the international competitor
Uber is on the quadrant which reflects the high prices with the low quality. INGOGO is able to
beat the Uber in terms of the fixed fares (Daquino, 2016). This has prepared a good image for the
company and their services in the market.
Objective and goals
Marketing Objectives and goals
This section of the report includes the marketing objectives and goals formed by the company to
be achieved in the coming years. The three major marketing objective and goals of the company
are given below: -
 Rise in the market share throughout Australia: - In the current era, the INGOGO
company is performing their business operations in 5 major areas of Australia which
include Sydney, Melbourne, Adelaide, Brisbane and Perth. Further, the company’s
marketing goal is to extend the range of awareness for the services that are offered by
them which is essential to increase the market share (Luca and Suggs, 2010). This has
been found when the customers will get to know about the attractive services offered by
the company then they will demand the services due to which INGOGO Company will
offer their services in other areas also. Considering the near future, it is very essential for
the company to make the customers aware of the service that the company offers.
 Increase in the repeat customers by 3% quarterly basis: - INGOGO needs to ensure
that their customers are loyal to them for which they need to put efforts so that they can
make the customers to avail the service again. This is the major objective of the company

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is to increase the repeat customers which helps the customers in generating the profit and
the company will be able to make generate the good position in the market (Platts, 2018).
 Decreasing in customer acquisition cost which is measured by a decrease in the cost
of marketing that is divided by the number of new customers: - The decrease in the
customer acquisition cost is also an important fact as the company will be able to save
their cost that they spend on the market to attract the customers. When the customers will
avail not because of the marketing but because of the services which are liked by them.
Then, INGOGO needs to conduct the marketing of the services on large which will save
their cost.
Financial objectives and goals
Increase in the profit by 5% per quarter: - It is must for the INGOGO Company to earn the
maximum profit in the market which is one of the major goals of the company. This profit will
increase when the company will expand their business to other areas of Australia and maximum
customers will make use of their services.
Decrease training cost: - INGOGO needs to put efforts to reduce the training cost but along
with this they are required to maintain the quality of the services that are offered by them. This is
possible when the company be able to hire the skilled employees with this the trainer who is
offering the training to employees need to provide the services in an effective manner so that
learners can easily grab the things.
The decrease in operational cost: - The cost of managing the work is generally high due to
which INGOGO might not be able to earn the attractive profits. There is a need to focus on the

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leased vehicles for the improved preventive maintenance and behaviour modification. This goal
will help the company in earning the effective amount.
Marketing Mix
The marketing mix is a foundation model in the marketing which reflects the set of marketing
tools that firm make use to pursue the marketing objectives.
Product
The product of the INGOGO Company includes the services which are offered by them. The app
of the company reflects the “All taxi operators. All in one app” that reflects that all taxi operators
are managing with the help of an app. The services of the company include the fare transparency,
book ahead, putting the safety on first. INGOGO offers a high safety rather than other cab
service providers. This provides the benefit to the Australian people which are one of the major
service benefits (Dawson, 2014). The safety is possible because all the INGOGO drivers are
regulated; background checked, approved and licensed taxi drivers. This shows that the company
know their responsibilities towards their customers in order to offer the improved services. In
addition, INGOGO offers the automated receipts, reconciliation and visibility of staff taxi travel
with the real-time tracking. Most of the customers find it as the reliable airport booking cap that
one can book up to 48 hours ahead with the guaranteed pickup.
Price
INGOGO follow the competitive pricing strategy in which they keep the prices of the product
affordable. Most of the people find that the company is offering their services at the low prices
that the other service providers. Along with this, the ingogo ensure that they can save 20% on the

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taxi expenses done by the customers. In addition, the passengers and driver take the benefit of
the fixed fares. Pre-authorised fares and compulsory card payment can allow the passengers for
the fixed payment that they have to pay irrespective of any traffic conditions (Ainomugisha,
2016). This facility is available because of the app of the INGOGO that is available for the
customers.
Place
The place includes the area from where the company operates its business activity. INGOGO
perform their business activities with the help of the online app across the 5 major places of
Australia. These places include Sydney, Melbourne, Adelaide, Brisbane and Perth and because
of these places the company is able to earn an effective amount. It is essential for the company to
expand their business places in other areas of Australia so that the customers can easily avail the
services from different areas (Išoraitė, 2016). Further, most of the drivers of the company remain
available on the peak areas of the places from where they can easily pick up the customers.
Promotion
Promotion of product is one of the essential element through which the customers can spread the
awareness among the market (Frynas and Mellahi, 2015). INGOGO make use of different
aspects of promoting products which is the major strategy of company and these aspects are
discussed below: -
 Direct marketing- In this marketing, the company makes use of online media through
which they can generate the awareness. The use of social media sites like Facebook,
Twitter, e-mail marketing is an effective way through which the customers can get to

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know about new service and discount offer by the company for downloading the app
(Kotler, 2015).
 Advertisement- Advertisement through print media is another way through which the
customers can get to know about the services. Moreover, through this way the company
can target the large audience in the single go (Lovelock and Patterson, 2015).
 Sales promotion- INGOGO offers the discount coupons and gift coupons. In discount
coupons, the discount is offered in terms of the amount and in gifts the company offers
Qantas Frequent Flyer Points on every trip and 750 Qantas Points for their first 3 trips.
Budget allocation for a promotional mix
This section includes the amount which the company will spend on the promotion of products
and services. This budget will reflect the amount for the each and every activity conducted by the
company for promoting the products.
Promotional mix Budget
Method Amount
1. Direct Marketing
Online media
Facebook $1,000.00
Twitter $1,200.00
E-mail Marketing $400.00
Total Amount of Online Media through
Direct marketing $2,600.00
2. Advertisement
Print Media
Newspaper $1,000.00
Journals $800.00
Online advertisement $800.00
Total amount of Advertisement $2,600.00
3. Sales promotion
Discount Coupons $1,000.00
Gift coupons $1,200.00