MMK101 Trimester 2: Shebah Marketing Strategy Recommendations

This report provides a detailed analysis of Shebah's marketing strategy, focusing on its target market, which includes female passengers, children (especially boys under 12 with their mothers), and families needing airport transportation. Shebah's positioning statement emphasizes differentiation, offering a safe and secure ride-sharing service with female drivers and a preference for female passengers. The report examines Shebah's marketing mix, including promotion strategies like the app, safety features, female drivers, and driver welfare programs. It also analyzes pricing strategies, highlighting competitive rates and transparent fees. The product strategy focuses on services like pre-booking baby seats and 'pink carriages' for enhanced safety. The conclusion summarizes Shebah's commitment to female passengers, its marketing mix strategies, and its competitive advantages in the ride-sharing market, emphasizing its growth potential and market impact.

SHEBAH
ASSESSMENT 3
MMK101 TRIMESTER 2
MARKETING STRATEGY RECOMMENDATIONS
Student Name:
Student Number:

Table of Contents
2.1. Target Market and Positioning Statement................................................................................3
2.2. Marketing Strategy Recommendations.....................................................................................3
2.2.1. Promotion strategy.............................................................................................................3
2.2.2. Price Strategy.....................................................................................................................4
2.2.3. Product Strategy.................................................................................................................5
2.3. Conclusion................................................................................................................................6

2.1. Target Market and Positioning Statement.
Target Market: Shebah has targeted female passengers, children, including boys under
age of 12 years, boys above 12 years with their mothers and families
going to the airport.
Positioning
Statement:
Differentiation is their positioning statement. The company only hires
lady drivers and only prefers lady passengers, so that both can be
comfortable and secured.
2.2. Marketing Strategy Recommendations.
The marketing mix is a set of actions which a company performs to promote their brand or
product in the market. Typically this is done with the help of 4Ps mainly Price, Promotion, Place,
and Product. But now days another Ps is also working like Positioning, Packaging, and People.
Shebah is a company which provides cab services to female passengers, boys up to the age of 18
years but along with their mums and families who have to travel to the airport (Andrews, 2017).
Below are the strategies by using which company can increase their market share and popularity
among the female passengers.

2.2.1. Promotion strategy.
Shebah has developed an App to help its customers to book the cab; it is developed keeping in
mind the safety of women. You will know the exact location of your car and who is behind you
while riding with the help of unique identifiers for every driver and rider. The passenger will
know the car by its colour and rego with the shared photo and contact details making the
communication much easier (Andrews, 2017). Parents of the junior passenger are always asked
to use face time with the kids and also one can book in advance toddler capsules or car seats. The
company is also offering cab services to the families who are in urgent need of cabs to reach
airport but a female passenger must accompany them (Andrews, 2017).
Safety is their priority and this is the reason why female passengers prefer this company. All
their drivers have undergone extensive background research and various safety checks to provide
a safer ride. Another unique strategy which they use is the female drivers, all their cabs are
having female drivers to make their female passengers safe in other terms, and it is a community
of modern women who are helping each other to drop where they need to go (Baldassarre, 2017).
Shebah is giving its passengers a safe environment and this is the reason why many mums are
trusting on them and sending their little ones alone in the cab knowing that they are in the safe
hands. The company is also working for the welfare of their female drivers by way of giving
them perks like getting their insurance done and giving them the 85% of the ride total then and
there (Lynn, 2011). By this way, they are promoting their company and moreover with female
drivers, riders are also ecstatic that they do not have to worry that how will they reach home

safely in the night. The company is working on the policy “do what you want and where you
want Shebah will take care of the rest” (Baldassarre, 2017).
Due to all these policies, Shebah is becoming a necessity day by day for women and they are
getting reliable on the cabs provided by the company.
2.2.2. Price Strategy
The reason that Sebah provides Air-conditioned and comfortable cabs on hourly and trip basis
makes it the greatest mode of transportation. Females from across the cities were looking for an
alternative and Shebah has provided them with that. Females were feeling unsafe to travel by
male taxi drivers and were facing harassment every now and then and that too were charging
very high cost. Shebah is a company who does not charge over and is a best and cheap mode of
travelling anytime and anywhere (McInnes, 2017). There rates are based on the state where the
rider wants to travel, but the minimum fare, baby seat charges, and cancellation charges are same
all across Australia. They include GST in their total fare and 85% of the fare goes to the driver
then and there (McInnes, 2017). Other companies as compared have many other hidden charges
like toll tax state tax and it is not disclosed to the passenger at the time of booking but is added to
their total bill which is actually a king of cheating done with them, but it is not the case with
Shebah all the extra charges are born by driver and is paid to them later on by the company
Shebah has also bifurcated the time into slabs peak and non-peak hours and they charge minor
for peak hours but they do not utilize any surge pricing (Kumar, et al., 2012).
Pricing strategy continues to play an important role in the promotion of the company all across
Australia; the company is providing comfortable rides to its female passengers at a very nominal

charge. Passengers are also quite happy with the services of the company and making the best
possible use of it.
2.2.3. Product Strategy
Shebah has launched its ride sharing app through which only female passengers can book the
ride so that they do not have to undergo any type of harassment with the male co passenger and
for this, the company has provided them with many options like:
 One of their products includes the pre booking of baby capsules or car seats for
babies, through this mum travelling with babies can arrange for these seats by paying
the minor charge (Kumar, et al., 2012).
 Booking through social networking sites named as “feminist tinder” under this
they can communicate with the females who they have matched with and can, later on,
be their co passenger (Branded, 2017).
 Another female only option named as “pink carriages”. It is a way through which
females can be protected from sexual harassment. With the help of unique code shared
with passenger and driver, they can know with whom they are travelling with and
behind the wheels (Kumar, et al., 2012). Moreover, all the cab drivers are females so
there is no possibility of any type of harassment.
 Another service launched is called stretch under which mums will be the drivers
and they will transport kids between activities when their own parents are busy with
some other work (Kumar, et al., 2012).

 Cab services are also being provided to families who are in urgent need to reach
airport but in condition, a female passenger must accompany them and the facility is
provided in very extreme conditions (Warner, 2017).
Shebah is in line to launch many other options for females through which they can travel all day
long and throughout the night without any worries. Mums can without any fear send their kids
through cabs because they know they are in safe hands (Smith, 2017). The company is providing
them with the good alternatives to safeguard their kids and this is the reason why females prefer
Shebah they can travel anywhere be it getting groceries or vegetable market or to travel to their
relative or friends and even in the night also they can without any fear travel with Shebah (Singh,
2012).
2.3. Conclusion.
Shebah is a company who is actually working for the welfare of the female segment of the
society by providing them the cab services anytime and to anywhere with a safe environment.
The reason behind this market is that the female tends to be routine travellers may be for their
jobs or to get the household from the market. Children are still not the target for the company as
parents may not feel comfortable every time to send their kids alone with unknown. The
company has promoted there cabs by providing a safe environment to women riders by hiring
female drivers moreover, they are providing benefits to their drivers also. Differentiation is the
company’s positioning statement and this is used mainly to raise a sense of awareness in female
society about the harassment they are having when they travel in public transport with males or

in the case of drivers when they serve some male passengers. After that, they should be made
aware of a totally female transport services and the benefit they will get in the shape of security.
Shebah has adopted marketing mix strategies and many positive implications are there like
making aware the female segment of the market of how safe they are in these cabs, and also that
they have opportunities to work with the company with good pay and perks (Martin, 2017). The
company is expanding its market all over Australia and is giving competition to its competitors
and increasing their sales day by day. Almost every female prefers to travel through Shebah
instead of hiring any other cab because they feel safe here and know they will not be cheated by
charging extra costs (Martin, 2017). Female drivers are also interested to work with them
because they are being fairly paid along with the job security. These all factors combine together
and work for the benefit of the company.

References
Andrews, d. (2017). Let me tell you about Shebah: a new ride-sharing service run by women, for
women. 20(5), pp.77-75.
Baldassarre, G. (2017). Shebah is a rideshare service for female drivers and passengers - Startup
Daily. 77(3), pp.11-13.
Branded, P. (2017). The Four Ps of Marketing. 2(1) pp. 5-10.
Kumar, v., Rahman, Z., A.AKazmi & Goyal, P., 2012. Evolution of Sustainability as Marketing
Strategy: Beginning of New Era. Elsevier, pp. 482-489.
Lynn, M., 2011. Segmenting and Targeting Your Market: Strategies. School of Hotel
Administration, pp. 10-15.
Martin, J. (2017). The rise of ride sharing for women only. ABC News. shebah-rise-of-
ridesharing-for-women-only. 5(10), pp10-15.
McInnes, W. (2017). Shebah: The ridesharing app like Uber just for women. The Sydney
Morning Herald. 10(2), pp.5-6.
Singh, M., 2012. Marketing Mix of 4P’S for Competitive Advantage. Journal of Business and
Management, pp. 40-45.
Smith, F. (2017). Shebah is the women-only ride sharing service we should not need – but do.
The Guardian. 2(2), pp.4-6.
Warner, J. (2017). 5 Tips to Improve Your Marketing Mix. Small Business Trends. 10(5), pp. 3-
7.