Comprehensive Marketing Plan for Ingogo Taxi Services in Australia

This marketing plan assesses Ingogo, an Australian online taxi service, within its specific market context, analyzing current market conditions and effective segmentation strategies. It outlines various marketing objectives and designs a tailored plan to meet them, focusing on implementation strategies and promotional mix. The plan includes a situation analysis, segmentation, targeting, and positioning approaches, addressing the problem of competing with global players. It proposes marketing and financial objectives, a detailed marketing mix strategy, and a budget allocation for promotional activities. The SWOT analysis identifies strengths, weaknesses, opportunities, and threats, guiding the positioning of Ingogo's services and marketing efforts to attract customers and drivers, with an emphasis on safety and customer benefits. Financial goals include increasing revenue, profit margins, and expanding services to new cities, supported by accounting and financial strategies for sustainability and growth. The marketing mix emphasizes product promotion, strategic placement, competitive pricing, targeting the right people, streamlining processes, and creating compelling physical evidence.

Assessment 2: Marketing Plan
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Executive Summary
This marketing plan is written for Ingogo. This is the organisation that is providing taxi
service that can be booked online. The current market situation is analysed in this marketing
plan with a specific industry. Segmentation of the market can be accomplished by this
company in an effective manner is analysed in this assessment. There is a different type of
marketing objectives of this organisation. According to that objective in the marketing plan is
designed for this organisation. The Strategies for implementing the marketing plan in the
effect is interpreted in this assessment.
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Table of Contents
Executive Summary...................................................................................................................2
Introduction................................................................................................................................4
Situation Analysis Recap...........................................................................................................5
Segmentation, targeting and positioning approach....................................................................6
a) Problem Statement.............................................................................................................6
b) Potential Market Segments................................................................................................7
c) Target Market & Positioning.............................................................................................9
Marketing and financial objectives..........................................................................................11
a) Marketing Objectives and Goals......................................................................................11
b) Financial Objectives and Goals.......................................................................................12
Formulation of a detailed marketing mix strategy...............................................................13
a) Marketing mix – how are they to be applied?..................................................................13
b) Marketing strategy proposed implementation.................................................................15
Budget allocation for promotion mix.......................................................................................16
Conclusion................................................................................................................................17
References................................................................................................................................18
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Introduction
Ingogo is a taxi service that can be booked with the help of a smartphone. This organisation is
having its own GPS enabled booking system by which a customer can book a taxi service.
This organisation is based in Australia. This organisation is helping its valuable customers in
getting taxi services at the time. ENT assessment a marketing plan is made that that is
accomplished in the direction of organisational objective (Luan & Sudhir, 2010). Targeting
the market with the help of segmentation is accomplished in this assessment. This will help
Ingogo in implementing a marketing plan in an effective manner. Implementation of the
different promotional mix for accomplishing of a marketing plan can be known from this
assessment.
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Situation Analysis Recap
The current situation of the Australian market in the taxi services can we analysed from this
assessment. There is a different type of taxes services operating in Australia. Over, premier
cab, go catch, silver service, taxi combined are some of the taxi services that are being
operated in Australia. These taxi services are giving good competition to Ingogo. The
different marketing strategies are also implemented by these taxi services that will help in
achieving the good customer base for this organisation (Luan & Sudhir, 2010).
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Segmentation, targeting and positioning approach
a) Problem Statement
There is the presence of global players of taxi services in Australia. Ingogo is Australian
based organisation. This organisation is having marketing techniques that can be
implemented by this organisation to target markets. Other competitor organisations use
Global marketing techniques and techniques, this helps in getting them a competitive
advantage. Ingogo is searching a platform for getting good customer base in Australia. To
compete with such Global Giants that already present in Australia in the specific industry it is
very necessary to implement good marketing plan (Ingogo, 2018). This will help in getting a
good customer base that will help in getting sustainability and growth for Ingogo.
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b) Potential Market Segments
Segmentation is the process of distributing the different type of customers and on the basis of
this distribution targeting to the customer can be accomplished. This will help in better
targeting of the customers. Targeting the customer according to the meat and demand of the
customer can be accomplished with the help of market segmentation (O'Cass & Heirati,
2015). For this specific industry market segmentation can be accomplished as: -
Families
The particular family is going for an outing, going to a restaurant, going to party or
marriages, then, in this situation family this taxi services. Therefore families can be targeted
by this organisation for getting a good number of customers (Datta, et. al., 2017). The safety
and good ambience in the taxi from the driver if provided then the particular family may
become a loyal customer of this organisation.
Business professionals
A particular person is going to office secret taxi service. That particular professional can be
targeted by this organisation. The particular person who arrived at a particular City from the
other City in such situation the particular person is not having a taxi. Therefore that particular
person can book fix a taxi service (Beene, 2013). Therefore this type of customer can be
targeted by this organisation.
Customers coming to non-resident City
The GPS system of this taxi service can analyse if the particular person comes in the new
city. The purpose of the particular person for visiting the particular City can be business,
examination, tourism, Healthcare etc. The notification by a mobile app of this taxi service can
be pop up to the particular person that is visiting non-resident City by analysing this from
GPS system (Mihai, 2013). In this way, this type of customers can be targeted on the basis of
segmentation.
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Students
Students generally don’t have their own vehicle. They always see a taxi service for a transit
service. Therefore targeting of this type of customer can also be accomplished by this
company. This will be very helpful for Ingogo in getting customers.
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c) Target Market & Positioning
Target market position can be accomplished with the help of different marketing strategies.
There is the need for proper marketing research for targeting the customer in an effective way
for this there is the necessity of accomplishing the swot analysis for Ingogo. The swot
analysis for Ingogo is as follows: -
Strength Weakness
This organisation has become well-
recognised brand in Australia.
The quality of services that are being
provided by this organisation is remarkable
(Mihai, 2013).
The main workforce is the driver. This
organisation always focuses to benefit driver.
Ineffective marketing strategies.
Mismanagement in the organisation.
Privacy concerns of the customer (Kusuma
Chandra Kirana, 2016).
Opportunities Threats
This organisation is operating in five cities of
Australia only. Therefore other cities can be
targeted.
This organisation can become a Global
player.
New legal regulations in the country.
Global players that are present in a specific
industry are giving tough competition.
The product and the services that are provided by this organisation should position in the
unique try to the public. This can impact positively on attracting the customers. The driver
that is serving better servings for this organisation satisfied from the percentage share that is
given to them from Ingogo. This is the information that can be promoted in the market with
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unique features. This will encourage the new driver to work for this organisation (Kusuma
Chandra Kirana, 2016). The marketing can be done as this organisation used to provide a safe
ride to its customer. This will also attract the female customer. There is a safety concern for
the female customer in the night. The promotion can be done in this way also. This
organisation used to provide quant points to its customers. If the marketing of these points
between the customers will be done then there will be more customers that can be attracted to
this organisation in searching of taxi service (Umbas, 2014). In this way, positioning of the
product and services of this organisation can be accomplished in the effective way that is
suitable to the proposed marketing plan for Ingogo.
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Marketing and financial objectives
a) Marketing Objectives and Goals
There is the different type of objectives introspective market for this organisation. These
objectives are redefining mobility for the people that seek taxi services near them. Providing
a safe ride to its customer is the goal that can be promoted in the market to attract customers.
The strategy regarding the drivers is driver friendly. This will help in targeting other drivers
of the market (Ingogo, 2018). The objective of targeting market can be then by the promotion
of the policy of this organisation in which special benefits are given to the customer in the
first week of sign up.
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b) Financial Objectives and Goals
The financial goals of Ingogo are to increase the revenue. This organisation is focusing on
increasing the profit margin from the last financial year. This organisation wants to invest to
launch taxi services in the cities in which this organisation is not operating (Ingogo, 2018).
The implementation of those accounting strategies and financial strategies that can provide
this organisation sustainability and growth.
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Formulation of a detailed marketing mix strategy
a) Marketing mix – how are they to be applied?
There are total 7 type marketing mixes that can be used for marketing plan in an effective
manner. Marketing mix elements are as follows: -
Product
The promotion of the product should I complete in such a way that the product and services
that are being provided by Ingogo should be easily understood why it’s customer. The
specification of the product and services can be provided in a detailed manner on the website
and on mobile apps. The product can be provided to the customer in the exact menace
according to the specification (Meyer, 2014). This will help in giving the trust of the
customers.
Promotion
The commercial should be made in the unique way that can leave an impression in the minds
of the people. This will attract the customer. The commercial should be made in such a way
that it can relate to the local public of Australia. They different issues regarding taxi service
can be included and commercial (Assadi & Hudson, 2010). The method by which Ingogo is
sorting out such issues by providing taxi services can be marketed.
Place
Ingogo should choose the right place to target the customers for taxi services. The promotion
can be done at the place where a good amount of customer can be found (Czinkota &
Ronkainen, 2011). The customers that are seeking taxi services and the place where these
customers can be found should be chosen for the promotion.
Price
They can be exciting prices that can be provided to the customers of this organisation. The
main advantage of this type of business is that this business is online. Therefore it is very
easy to change the prices easily. This helps in attracting a good number of customers.
Discount on an hourly basis can be provided (Rosenbloom & Dimitrova, 2011). For example
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when the offices are and there is great Rush in taxi booking. In this time discounts can be
provided to Lucky customers.
People
There should be effective segmentation of the target population. Those people can be targeted
that used to seek a taxi service (Datta, et. al., 2017). Getting that is having already a car is
totally waste. Therefore it is very necessary to target those customers that seek taxi services.
Process
The easy process should be followed by Ingogo for the promotion between the customers.
The promotion that is being accomplished should be easily understood by the customers
(Rokhmat & Aqim Adlan, 2017). The offers that are given to the customer in favour of
promotion should be easily understood and accessible by the customer. This will help in
gaining the satisfaction of the customer.
Physical evidence
There should be an attraction in the promotion that is being accomplished for this
organisation. This can be a helpful interactive large number of customers. The eye-catching
promotion is always a beneficial method for attracting customers. This will also help in
fulfilling the goal of marketing for Ingogo.
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b) Marketing strategy proposed implementation
Product strategy
This can be the strategy in the witch moulding of the existing product and make them a new
product can be accomplished by Ingogo. This will help the customer be aware of the policies
that are used by this organisation for providing them benefits with safer rides.
Distribution strategy
The product and services of this organisation are distributed in an effective manner buy this
organisation. Promotion can be accomplished in that way that this organisation used to
provide services to its customer on time (Rokhmat & Aqim Adlan, 2017). Storing product of
this organisation is supplied to the customer in a way that is being promoted between
customers.
Marketing research strategy
The effective marketing research can be accomplished by the officials of this organisation.
This will help in analysing the current trends that are present in the specific industry. The
accomplishment of current trends in the process for this organisation will be helpful in
attracting a large number of customers (Oksentyuk & Oksentyuk, 2013). The market research
also provides information about the competitors. This will also help in designing the
strategies that can provide a competitive advantage to Ingogo.
Communication strategy
There should be effective communication between organisation and customers. This can be
accomplished on the basis of chat process, telephone process and on the website. There can
be effective communication between the driver and the organisation. This is helpful in
collecting feedback from driver and customers (Bahar & Aysel 2017). On the basis of
feedback, the implementation and the strategies for marketing and the process of Ingogo can
be accomplished. The effective communication between the driver and the customer at the
time of booking is there so that driver can easily catch the customer at which the particular
customer is waiting for a taxi. This will help in easily accomplishing the process for this
organisation.
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Budget allocation for promotion mix
The budget allocation can be done in the following manner that will be helpful in the
accomplishment of the marketing for Ingogo. This will be helpful in accomplishing the
methods that can be helpful in targeting customers for the specific industry.
National Express Your Destination
Area of investment Total cost Total Cost
Labour cost AU$11 m AU$4 m
Marketing cost
Product development cost
AU$7 m
AU$4 m
AU$2 m
AU$2 m
Total cost AU$22 m AU$ 8m
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Conclusion
It can be concluded from the assignment that marketing is very necessary for the growth and
development of Ingogo. This can be very helpful in attracting a large number of customers
for this organisation. This organisation can become word of mouth in the specific industry for
the Australian population with effective implementation of the marketing strategy. It is very
necessary to implement this strategy in an effective manner so that customer can trust and
satisfied with the services and products that are being provided to them.
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