MMK101: Shebah Rideshare Marketing Strategy and Plan Recommendations

This report provides a marketing strategy and plan for Shebah, Australia's first and only female-oriented rideshare service. It begins with a background on Shebah, launched in 2017, and its mission to offer safe transportation to women and children. The report identifies Shebah's target market as Australian women, and the positioning statement emphasizes providing accessible and secure rides with female drivers. Key marketing strategy recommendations are detailed across the marketing mix: Product strategy focuses on diverse cab options (luxury, Shebah X, and micro). Price strategy suggests varied pricing based on cab type and promotional discounts. Place strategy emphasizes expanding service locations and 24/7 availability. Promotion strategy recommends discounts, referral programs, social media marketing, and traditional advertising. The report concludes that these strategies can help Shebah increase revenue and market share, offering a comprehensive overview of how Shebah can refine its approach to attract and retain customers in the competitive rideshare market.

Running head: Marketing Strategy and Plan 1
MARKETING
STRATEGY
RECOMMENDATION
S
October 31
2
017
ASSESSMENT 3 MMK101 TRIMESTER 2 SHEBAH

Marketing Strategy and Plan 2
Contents
Background......................................................................................................................................2
2.1 Target market and positioning statement...................................................................................2
2.2 Marketing strategy recommendations........................................................................................3
2.2.1 Marketing mix: Product strategy........................................................................................3
2.2.2 Marketing mix: Price strategy............................................................................................3
2.2.3 Marketing mix: Place strategy............................................................................................4
2.2.4 Marketing mix: Promotion strategy....................................................................................4
2.3 Conclusion.................................................................................................................................5
Reference List..................................................................................................................................6

Marketing Strategy and Plan 3
Background
Shebah is the first and the only rideshare service in Australia which is completely female
oriented as its offers ride services to the women and children and the service providers i.e. the
drivers are also female members of the society. The service was launched in the year 2017,
March on the occasion of International Women’s Day which worked through a mobile
application and is one of the most popular and used applications in Australia. The services
started with the aim of offering a convenient and safe transportation to female members of the
society (Shebah, 2017). The report will present the marketing strategy and recommendations for
the marketing plan for the selected organisations, Shebah highlighting the target market and
positioning statement, marketing strategy recommendations and a brief conclusion.
2.1 Target market and positioning statement
Target market
The target market of Shebah is Australia as there are several regions of Australia which are still
deprived of the services of Shebah. The key target market is the female customers as the main
aim of the company is to offer ride services to only the female members of the society as well as
the children. The target market comprises of those female individuals who are in a need of cabs
on an instant basis for their day to day work. Therefore, the key target market so the female users
and various regions of Australia including Perth, Darwin and Adelaide and may more regions
(Chan, et al., 2016).
Positioning statement
The positioning statement of Shebah is to evolve the manner in which the world moves for
making the destinations more accessible and offering a more secure and safe rides to the female
members of the society by having female drivers at first time in Australia. Thus, the positioning
statement of Shebah is not only to offer transportation services to the females but also to have a
better society with decreased rate of crimes by providing a secure travelling experience to the
women of Australia (Sharma and Das, 2017).

Marketing Strategy and Plan 4
2.2 Marketing strategy recommendations
2.2.1 Marketing mix: Product strategy
As a marketing product strategy, the company will be taking use of various different cab
facilities in terms of seat availability and cab model. There will be available three kinds of cab
facilities to the women comprising of luxury which will be comprised of premium car models
whose charges will be a little high in comparison with other models of cabs, the second will be
the Shebah X category which has a capacity of more than 4 people but up to 7 people. This is the
second range but focusing upon the seat capacity of the cans for more number of travellers. The
third is the Shebah Micro range of cabs which is for maximum 4 people which has comparatively
a lower price range than other two varieties of cabs offered by the company (Jing and
OUYANG, 2016). Making available the services in variant ranges is the product strategy of the
company so that every kind of individuals can be the customer of Shebah according to their
specific needs and requirements as well as affordability. To compete with other companies
offering cab services, there is a need to have such product marketing strategy which can offer a
diverse set of services to the women so that they can be the reliable customers of Shebah and use
the services on a regular basis (Bashir, Yousaf and Verma, 2016).
2.2.2 Marketing mix: Price strategy
The marketing strategy recommendation in respect with the price strategy, there are offered
diverse set of prices to the customers. Shebah will offer three different set of prices as per the
three different cab services offered by the company. The highest range of prices will be quoted
when the customers book a luxury car i.e. the premium class cars. The second range is of the
Shebah X which is also a little high in nature because of the seat capacity offered by the car. And
the most affordable and nominal prices are quoted for the cars i.e. the micro range of cabs of
Shebah which is also the most commonly used cab service by the customers on a regular basis.
There are also price based marketing strategies will used by the company i.e. offering ride
services on discounted prices on various occasions such as Christmas day, new year and various
other national occasions of Australia (Khan, 2014). There is one more price marketing strategy
i.e. a fixed fair strategy in which the consumers had to pay a fixed fair for a minimum of ten
kilometres of distance. If the users have to go to a destination which is less than ten kilometres

Marketing Strategy and Plan 5
then they had to pay a fixed fair. Such price strategy helps in having an increased customer base
who wants to travel a long destination (Sun, et al., 2017).
2.2.3 Marketing mix: Place strategy
The marketing mix place strategy of Shebah will be providing the can services in many distant
locations so that the women can have a safe travelling experience. Earlier there fare limited
places where the cab services are offered but now there will be provided services out of some
cities too so as well as on the basis of time or hourly basis with a fixed rent. This will help in
getting booking for the cans for several out of city locations and increasing the market share and
user base. There will be also availability of cabs 24*7 on all the covered locations in Shebah so
that the users can have a better and easy access to the cabs on an instant basis (Paraboschi, Santi
and Ratti, 2015).
2.2.4 Marketing mix: Promotion strategy
The marketing mix promotional strategy are the most vital strategy for the company as the more
promotion and advertisement of the services will be the increased customer base and market
share will be acquired by Shebah. The promotional strategies used by the company will be the
“discounts on referral” which means that when any existing user of Shebah will refer the cab
services to any other new user, than after the first ride of the new user with a referral code will
get a discount on the cab after of fifty percent to both the existing as well as the new user. It is
one of the most significant marketing strategies for fetching the attention of the new users and
attaining increased customer base (Wood, et al., 2017). The other promotional strategy will be
various discounts to the users who take continuous or regular use of the services such as women
taking the use of cabs for going their office or workplace on a daily basis. They will be offering
regular discount coupons (Parker, Van Alstyne and Choudary, 2016). The one of the best
promotional strategy which will be used by Shebah is the use of social media platforms for
advertising and promoting the services such as Facebook, Instagram, YouTube, Twitter, etc. All
these social media platforms are the best place for the promotion as there will be display of
advertisement on these platforms as well as by linking the account of the user to any of the
account of these social media websites, the customers will be getting more discounts on their
rides. The other promotional marketing strategy will be advertisements in newspapers, on
televisions and taking sue of hoardings (Baker, 2014). The existing customers will also be

Marketing Strategy and Plan 6
getting the promotional messages on their linked emails so that they acne be aware of the
services, discounts and various other offers provided by the company. All these promotional
strategise will help Shebah in getting an increased customer base and higher brand visibility
(Rayle, et al., 2014).
2.3 Conclusion
There is a vital significance of the marketing strategy recommendations to have a successful
marketing plan and have increased customer base for the services and products. From this report,
it can be concluded that there are various marketing strategy recommendation in respect with
product, price, place and promotion which can be sued by Shebah for promoting its cab services.
If the company will take use of these marketing strategies recommendations then there are
increased chances of having upsurge revenues and extended market share. It can also be
concluded that strategy recommendations such as promotional strategise can help Shebah in
attaining strong market visibility and brand recognition. With the use of price strategies, there
can be gained an increased customer base even from the competitors too by fetching the attention
of the users through discounted prices. It is also concluded that with the various strategies in
respect with product and place, Shebah can gain a more developed user base as availability of
cans on unusual time and at distant places will give an increased target market to the company
and also help in performing a successful implementation of the marketing plan.

Marketing Strategy and Plan 7
Reference List
Baker, M.J., 2014. Marketing strategy and management. Palgrave Macmillan.
Bashir, M., Yousaf, A. and Verma, R., 2016. Disruptive business model innovation: How a tech
firm is changing the traditional taxi service industry. Indian Journal of Marketing, 46(4), pp.49-
59.
Chan, J.W., Chang, V.L., Lau, W.K., Law, L.K. and Lei, C.J., 2016. Taxi App Market Analysis
in Hong Kong. Journal of Economics, Business and Management, 4(3).
Jing, Z.E.N.G. and OUYANG, F., 2016. Designing a Mixed Carpool Mechanism on the Online
Cab Service. DEStech Transactions on Engineering and Technology Research, (ssme-ist).
Khan, M.T., 2014. The concept of'marketing mix'and its elements (a conceptual review
paper). International journal of information, business and management, 6(2), p.95.
Paraboschi, A., Santi, P. and Ratti, C., 2015. Modeling Urban-level Impact of a Shared Taxi
Market. In The 14th International Conference on Computers in Urban Planning and Urban
Management.-2015.-P. Paper (Vol. 305).
Parker, G.G., Van Alstyne, M.W. and Choudary, S.P., 2016. Platform revolution: How
networked markets are transforming the economy--and how to make them work for you. WW
Norton & Company.
Rayle, L., Shaheen, S., Chan, N., Dai, D. and Cervero, R., 2014. App-based, on-demand ride
services: Comparing taxi and ridesourcing trips and user characteristics in san francisco
university of california transportation center (uctc). UCTC-FR-2014-08.
Sharma, K. and Das, S., 2017. Service Quality and Customer Satisfaction-With Special focus on
the Online Cab Industry in India. International Journal of Business and Management, 12(7),
p.192.
Shebah, 2017. About. Accessed on: 31st October, 2017, Accessed from:
http://shebah.com.au/about/

Marketing Strategy and Plan 8
Sun, Z., Yu, M., Zeng, J., Wang, H. and Tian, Y., 2017. Assessment of the Impacts of App-based
Ride Service on Taxi Industry: Evidence from Yiwu City in China (No. 17-06426).
Wood, Z., Parry, G., Carruthers, J. and Rose, K., 2017. Assessing the impact of digital
innovations in the London transportation network.