MARKETING PLAN FOR A NEW ANDROID APPI.HEART.CABSCHAITANYA VARMA

EXECUTIVE SUMMARY• The company’s goal – To become the leading aggregator of taxi

services in India.

• Offering - To offer users a hassle free experience to chose a cab at the lowest price

• Proposed Course Of Action-

• Offer users loyalty points on using the app to make any kind of booking of a cab.

• Earn commission from the cab service for the sale.

SITUATION ANALYSIS• Company Overview –

• I.Heart.Cabs shall provide taxi booking services which offers a convenient and hassle free experience to users.

• Strategic Assets – The app and the customer target segment.

• Market position – Some aggregators present, but none offering loyalty points to consumers as of now.

SITUATION ANALYSIS• Market Overview –

• Highly positive growth market segment with big players such as Uber, Ola spending huge amounts to lure customers and achieve market share.

• Large target audience with most using smartphones and apps to book cabs on a regular basis.

• High scope of the company to gain dominance in this niche as not many contenders as of now.

SITUATION ANALYSIS• Target consumers –

• Users who value convenience and ease of use.

• Young and who live in Tier 1 and Tier 2 cities in India.

• Users who are technology enthusiasts and use their smartphones to book cabs regularly.

SITUATION ANALYSIS• Goal -

• To become the leading aggregator of all cab comparison services.

• To make high revenue through the commission of sale to the cab companies.

• To earn high revenue through the sale of the premium version of the app.

• To earn revenue from advertisements on the free version of the app.

STRATEGY• Target Market – Customers

• Needs which are fulfilled - • Offering consumers a hassle free experience of hailing a

cab.

• To offer loyalty points which can be redeemed in further bookings.

• Such a customer may be one who is hard pressed for time and wants to get from Point A to Point B in an as inexpensive manner as possible without compromising on comfort.

STRATEGY• Target Market – Collaborators

• Collaborations are to be made with key players in this segment who want to gain market share dominance.

• These mostly include Uber, Ola, Taxi4Sure, Hertz Cabs.

• The plan is to charge a fixed sum for a certain number of bookings done for the company through the app. For example – X$/1000 bookings.

STRATEGY• Company -

• Main units shall consist of the Business Unit, Technology Unit and the Service Unit.

• Business unit shall make decision on the pricing and the commission to be charged from the various taxi operators.

• Technological unit shall manage the functioning of the app and make revisions and additions to the app as per the need of the target audience.

STRATEGY• Competitors-

• Other taxi aggregator services such as CabDekho which offer comparisons to the consumer.

• But, we have the distinct advantage of offering loyalty discounts to the consumer which is unique.

• This shall also allow us to charge commission from the various taxi operators for increasing their target audience and therefore generating sales for them.

STRATEGY• Context -

• Economic - High growth in target segment predicted.

• Technological - Large target audience who regularly use their mobiles in their day to day activities.

• Unique Value Proposition - • To offer users a clean and efficient means of booking a cab

and same money at the same time.

TACTICS• Consists of two versions of the app – Free and Paid.

• To be distributed on both Google Play and the Apple Store.

• Free version shall consist of advertisements and less loyalty points per booking as compared to the paid version.

• Paid version to be charged .99$ in the international market and Rs.10 in the Indian market as an introductory offer.

SERVICE• Brand –

• I.Heart.Cabs shall be the name of the brand.

• Logo shall be of a heart outline with a taxi in the centre. Clean and minimalistic logo design.

• Symbol shall be a reduced version of the logo for ease of recognition.

• Slogan – “You want to book a cab. We make it simple and cheap.”

SERVICE• Incentives–

• Loyalty discounts to users which can be redeemed over a period of time.

• Also, giving users some cashback for sharing their experiences on Social media such as Facebook and Twitter. This shall help the company expand.

• Also, tie ups with major taxi providers who shall offer commission for orders through the app.

SERVICE• Communication –

• High Usage of social media platforms to gain publicity for the company in the initial stages of the launch.

• High dependence on word of mouth way of marketing such as users leaving a positive review on the Google Play Store or recommending it to a friend.

• Print publicity such as flyers to be put up at important junctions of the various cities such as bus stops etc.

SERVICE• Distribution –

• Use of Google Play platform and the Apple Store platform to release the app.

• Incentives to be offered to consumers who share the app with the friends on social media.

• Asking users to leave reviews on such social media websites to build brand trust and brand equity.

IMPLEMENTATION• Infrastructure–

• High Usage of social media platforms to gain publicity for the company in the initial stages of the launch.

• High dependence on word of mouth way of marketing such as users leaving a positive review on the Google Play Store or recommending it to a friend.

• Print publicity such as flyers to be put up at important junctions of the various cities such as bus stops etc.

IMPLEMENTATION• Processes–

• Develop the app and release it.

• Use social media to market it. Also ask users to share their experiences and leave reviews and ratings.

• Alter the app regularly as per the need of the target audience.

• Offer cashbacks/loyalty discounts for regular users of the app.

• Release paid version with absence of advertisements and much cleaner interface.

DISCLAIMER

Thank you !!

A presentation by Chaitanya Varma for a marketing internship under Prof. Sameer Mathur.