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.
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