Ingogo Marketing Plan Presentation - MRKT20052 Marketing Management

This presentation provides a marketing plan for Ingogo, an Australian taxi service specializing in online taxi bookings and payments. It includes an analysis of the company's characteristics, financial performance, segmentation, pricing, targeting, and positioning approach. The marketing strategy focuses on branding, service improvement, localization, and customer base expansion. The presentation incorporates a SWOT analysis, PESTLE analysis, and marketing communication strategy, utilizing social media and app store advertising. It also outlines the marketing and operational strategy, budget, and controls for Ingogo, leveraging its market experience for small businesses and individual customers. The document is available on Desklib, a platform offering a wide array of study resources including past papers and solved assignments.

Running head: MARKETING MANAGEMENT
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Marketing Plan
Name:
Institution:
Date:

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Introduction
Ingigo is an Australian company for ordering a taxi based in Sydney Australia. The company
has created a mobile service, which allows you to interact with passengers and drivers
(Huang & Sarigöllü, 2014). With the Ingigo application users of mobile applications have the
opportunity to order a car with a driver and track its location. Customer location, as well as
time calculation car and the estimated cost of the trip is determined by the system at the
expense of data of GPS systems.
Ingogo is a company based in Australia that specializes in payments and bookings of taxis
online. The company services are presently found in Melbourne, Sydney, Perth , Adelaide
and Brisbane. People using this service must have a customised mobile app in their phones.
The company started in 2015 pulling off the biggest crowd sourcing in Australia worth about
$ 100 million (Cannon & Summers,2014).The motivation for diversification for Ingigo can
be: Strengthening of the position on the Australian market;Better use of available
resources .Reduction of financial risk; Creation of various synergistic effects, increasing
efficiency in business.
Analysis of the company
Overview of the company's characteristics and financial performance.Speaking about the
financial results of the company, it is necessary to note, from wherethe Ingigo cash flows.
According to the business model, Ingigo charges a commission inthe amount of 20% of the
total cost of the trip as payment from the driver for using the service (Nagle & Müller, 2017).
There are three basic values that Ingigo brings to passengers:

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1) safety,
2) reliability (the technology used by the company seeks to effectively ensurequick selection
of the car),
3) availability (prices are usually lower than in local services of a taxi).
Speaking of Ingigo as a service for the driver, the main advantage is flexibility. Drivers can
choose any convenient working time for them.
The Ingigo application uses a two-way feedback system that allows both the driver to
evaluate the passenger, and the passenger to evaluate the driver by the end of the trip. This
system helps to improve the quality of services, and also promotes mutual respect (Poó et
al.,2018).
Moreover, the application Has extensive functionality, available for the client: the ability to
share the cost between passengers, send an estimated time of arrival, change the way
payment.
Segmentation, Pricing targeting and positioning approach
Speaking about the price policy of the taxi order service, it should be noted that Ingigo offers
services in several different price segments, each of which is determined by the vehicle class
available to the user. Company concludes partnerships with independent drivers and has a
commission fromeach transaction in the amount of about 20%. At the same time, the
company adheres to the strategy dynamic pricing: the total cost depends not only on the
classcar and the cost of travel, but also from fluctuations in supply and demand at the time
time (Baker, 2014). . The technology platform used helps predict the increased demand,
which allows the company to respond more effectively to increasing demand, increasing the
number of available machines (Kavadias et al.,2016).

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For a trip to Australia the user can pay both cash and account-linked to their credit card.
Marketing strategy
There are four main factors that underpin the rapid growth of the company Ingigo, among
which: branding, constant improvement of service, localization and constant
increase in the customer base due to expansion.
1. Strengthening the brand of Ingigo service
With a standardized service, the strength of a particular brand plays a very important
role in increasing the competitive company. Ingigo uses a relatively open strategy of
interaction with the media, as well as a great deal of attention to the opinions and wishes of
consumers, which they collect with the help of a form-connection after the application is used
(Massa eta al.,2017).
Also, the company positions itself as a service aimed at improving urban transport systems
by reducing the need for parking spaces, traffic and air pollution levels.Thus, the market of
services-aggregators of taxi services in Australia is highly competitive (Foss & Saebi,2017).
There is also a high risk of new players, as well as substitute services. Accordingly, analysis
of the external environment of the main business Ingigo showed that there is a need to enter a
new less
competitive and more profitable markets.
Analysis of the core resources and key competencies of Ingigo.In addition to analyzing the
external environment, it is necessary to analyze the key (Datta et al.,2017). competencies and
resources of the company to identify the sustainable benefits that Ingigo .

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One of the competitive advantages of Ingigo are the current patents. but it should be noted
that the application for patents has not yet been accepted. Since the competitors Ingigo use
similar functional technology and design, Ingigo can potentially to sue their competitors only
after approval of the filed applications for patents.
The operational activity of Ingigo is practically the same as the competition (Eisenbrey &
Mishel,2016).Ultimately, Ingigo's competitive advantage is access to financial resources such
as in the crowd funding that raised $100 million.
The company has such competitive advantages as access to significant financial resources, as
well as a strong globally known brand (Buckley,2017). Technological innovations take an
important role in the business processes of taxi aggregators, but Ingigo does not has not yet
received patents for its development, and hence technological innovation as a competitive
advantage is not resistant to possible copying by competitors, which explains the
standardized service of the main players in the market of aggregators taxi services
(Christensen et al.,2015).
Based on the results of the analysis of the market of services-aggregators of taxi services,it
can be concluded that competition is increasing both from the main competitors.
Speaking about macroeconomic indicators, it should be noted that real incomes of the
population in Australia are falling, the value of the average check in the market of taxi
services decreases, as well as the profitability of companies. Accordingly, Ingigo is necessary
diversify the services portfolio to increase business margins use of its core resources,
competencies, and extensive client base (Chen,2018).
Analysis and evaluation of strategic options forcompanies, the selection of the most priority
of them was carried out, and the plan implementation of the chosen strategy

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SWOT ANALYSIS
For Ingigo cab, the following are the strengths.
Strengths
 The brand is well recognized.
 The company has very high standards of service and customers enjoy this.
 Ingigo has very many cars.
 The company has low cost of operation because it does not require a dispatcher as all
the interaction is done on the app.
 Ingigo does not hire drivers and therefore it does not have any responsibility towards
employees.
 Compared to conventional taxis, the prices are low which means that it competes with
other digital taxis hailing apps.
 The mobile phone app boosts safety and trust among drivers and clients.
 High valuation of Ingigo means that investors are ready and willing to invest in it.
 The app also provides a platform where drivers can be rated and other feature such as
a record on the car spending.
 It also provides flexible working hours to a driver which encourages employees to
choose the best time.
 Enjoys support by locals because it is Australian.
Weaknesses
 There are privacy concerns.
 Customers and company have no bonding, thus there is no real connection with the
company.

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 With the many cost such as insurance, fuel etc, the cost of operating this vehicle
remains high.
 This idea can be easily imitated. Many taxi companies have joined this industry and
continue to bring competition. The likes of Uber is a dominant player with a well
recognised brand all over the world.
Opportunities
 Long waiting time and high prices experienced with traditional taxi companies have
left customer looking for an alternative.
 The company can tap in other markets outside Australia in countries like China and
India where the market is yet to be exploited.
 Apart from providing its services in the cities, Indigo can move to suburban areas
where taxis are not available.
 Additional services like transporting pets can be provided also.
 With the introduction of electric cars, a drivers profit margin can be increased because
it will lower the cost of operating a car.
Threats
 With the introduction of self driving cars, the need for Ingigo and other digital hailing
taxis will decline.
 When drivers aren’t happy with the profit margin they can jpoin other companies.
 Competition from other countries such as Uber.
PESTLE Analysis
Political factors

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Ingigo has faced controversy similar to other digital taxi companies that do not have clear
regulations in their initial development. For instance there have been questions being asked
like if there is an accident who should pay, the driver or the company itself.
There is political discussion of if the company is abiding to the minimum wage laws and if
the drivers are getting their dues. The government requires companies to acquire commercial
licenses
Economic Factors
The company has grown exponentially since it was launched. Ingigo operates in the sharing
economy but like Uber it is not facing any resistance from traditional taxi drivers who
perceive it as an unfair competition (Chen,2017). The fast development of this company may
cause the traditional taxi drivers to start resiting this company like what has happened to Uber
in various countries like Germany. Australia economy is bigg and thus it supports thriving of
such a business.
Social factors
Due to its easy to access mobile app, customers of the company enjoy choosing an
appointment time as well as their pick up point on their smart phones. With just a few presses
of a button , the driver is ready to pick a customer at their convenient time. The customers
have continued to enjoy the rides and through social media and word of mouth the popularity
of the company is soaring ( Armstrong et al.,2015).
Technological factors
Customers are searching for cheaper transportation and powered by the smartphones
consumers are now able to get a fast and convenient ride. The smart phones coupled with the

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mobile phone apps are driving this apps to newer heights. The app enables the customer to
pay for the ride up front via the app too.
The app is critical for the success of the business and the drivers must ensure that they use 4G
networks to connect to the app.
Legal factors
The company is forced to follow, employee safety laws, labor laws, usage laws and copyright
laws.
Environmental factors
Many have suggested that the digital taxis are increasing traffic congestion . However,
variouys studies have shown that they do not increase congestion. Different factors have
contributed to the increase in carbon emissions not just cabs (Alam, 2017).
Marketing communication strategy
Through social media networks like Twitter, Instagram and Facebook, Ingigo will be able to
reach a market segment that is tech savvy. By using Instagram the use of eye catching
photographs that will link the customer to the app.
The company promotes itself through App store advertising such as google play and
Apple’s app store. This is an effective way to reach to the target market.
Marketing and operational strategy

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Due to the fact that Ingigo already has experience of delivery on the market. For small
businesses and individual customers, it would be logical to use the same name of the service,
namely Ingigo.
BUDGET
Controls
Ingigo will monitor customer satisfactionand overall brand to continually improve the
business.
2017
Income $2,500,000
Costs $ 1,200,000
Profit $1,300,000
The company’s expected income for the year 2017 was $2.5 million and the costs were
expected to be in the tune of $1,200,000. Therefore the expected profit was $ 1.3 million.
Ingigo using existing partner drivers will urgent delivery from 1 to 4 hours from the receipt of
the order from the physical persons (C2C delivery) or from corporate clients (B2C delivery).
As key corporate clients will be representatives of small businesses in trading sphere, wishing
to carry out urgent delivery, and also small Internet shops.
The platform for individuals will be presented as an additional function in an already installed
Ingigo application. Thus, the user will not be required re-register for a new service, and the
company will be able to effectively use the existing client base. For corporate clients, there
will be.A platform has been created that will correspond to the functional qualities mobile
offer for private individuals (Schmidt et al.,2014).

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Based on the above analysis of consumer preferences in the segment of urgent delivery in
Australia, you can identify the functions required for Ingigo and which will be included both
in the mobile application for individuals and in an online platform for corporate clients:
1) accurate calculation of the cost of delivery;
2) calculating the exact time of arrival of the order;
3) the ability to track the current location of the order;
4) viewing the history of completed orders.
These restrictions are necessary to ensure that the was placed in a passenger car, and could
also be delivered to the recipient by courierwithout special lifting equipment.. For Ingigo
they can provide a new service such as parcel delivery which will be provided at the
expense of "safepackages "into which the item will be placed at the time of receipt. The value
of thispackaging is that only one-time opening is possible, which means that
duringtransportation of the driver's access to the item during transportation.
Also, to start the delivery service it will be necessary to organize Additional support service
(call center), if necessary with whichcontact both customers and performers or couriers (for
example, if there is no connection with the recipient). In addition, it will be necessary to
organize additional training for drivers to understand the specifics of courier delivery in
comparison withpassenger transportation. Ingigo will develop a connect the Ingigo service
for those already connected to the main application(West et al.,2015).Ingigo drivers, as well
as a step-by-step guide to customer interaction with call-center support. Using this data, the
company will be able todetermine at what time it will be more profitable to use the delivery
by car or use foot messengers.

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As it was revealed in the analytical part of the work, most retailers,those using the delivery
service contract with several logisticservices providing delivery of different types. Thus,
companies are the most Flexibly respond to customer requests. Ingigo will be positioned as
optional express delivery function among various options. On the site of the Internet store
the customer himself will be able to select the delivery option and see its estimated cost.
Also, it is possible to conclude partnerships with holistic services that will allow the retailer
to offer a directly consolidated product that includes different delivery methods within a
single contract. For the fastest increase in the user base, it is necessary to take into account
the time costs required to connect a new corporate user to the Ingigo system. According to
Ingigo, the average connection time for the partner service is 3 minutes (Elenkov,2014).
Conclusion
Ingigo is rising and is expected to be a big shot in the shared economies. Due to its ease of
use, convenience and cheapness the company is gaining ground against the traditional taxis
and competitors such as Uber. This means that the company is in a better position to grow in
the Australian economy where it is fully supported by the locals. Consumers have continued
enjoying the Ingigo app even some choosing it over public transportation means.

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