Marketing Plan

Executive Summary

DBDOYC Inc. d/b/a Angkas is a Philippine ridesharing and delivery service company that offers
rides transportation services from motorbikes, targeting both male and female varying from 20-45
years of age. It is discovered that Angkas will have a competitive advantage over competitors.
Following which, the marketing department has come up with a concept, introducing a better service
with incorporation of passenger’s safety, riders was repeatedly trained for months, to tailor the
service that adheres the strict needs of government regulations and policies. It is believed that new
launch of service will allow Angkas to gain more market share with the focus on the primary and
secondary target market. Hence it is predicted that Angkas will be able to experience an increase in
bottom line by 25%, by the end of 2020.

Mission Statement

Our mission is to provide inclusive mobility for Filipinos using the versatility of motorcycles.
Given the worsening traffic in major urban areas from the lagging infrastructure development in
the country, Filipinos require more and better transport options, whether to transport
themselves, or to have items delivered. We believe that motorcycles are low-cost, versatile, and
most of all, already widely adopted for personal use and therefore an effective solution. They are
currently underutilized though as a for-hire service, and it is our mission to increase their
accessibility to more people.

Situation Analysis

Service

Angkas is a motorcycle ride-hailing service helping

tackle transport mobility for Filipinos where
country traffic is some of the highest in the world.
The word ‘angkas’ roughly translates to hitching a ride with a biker and that’s exactly what the app
offers.

Unique Selling Proposition

cheap, safe, quick & convenient rides

It’s a joy to ride when you’re saving precious time
instead of stressing for hours on the road.

Best Practices:
retraining program for its biker-partner
Added safety measures
special reflectorized vests with side straps that will help bikers to be more visible at night as
well as make it easier for passengers to hold to the waist of the bikers.
Angkas insurance
all Angkas biker-partners and their passengers are insured, P450,000 in case of death and/or
dismemberment and 100 thousand pesos in medical reimbursement for every ride.
Sanitation improved
Passengers should also demand the use of shower caps and face masks from their drivers to
ensure sanitation especially on the use of helmets every ride.

Marketing Objectives and Performance

Brand Awareness
Enter New Market Locally
Customer Retention
Enhance Customer Relations
Focus on Target Market
1. 3M downloads and hundreds of monthly active users
2. Brought passenger ride subsidies below 3-5% of revenues while sustaining over 10-20%
month-on-month rides/revenue growth
3. Run experiments to optimize advertising spend (saving up to 70% of the budget)
4. Built a strong and well-loved brand online (via social) and offline (biker branding) resulting in
strong organic reach.
5. Renegotiated our insurance premiums to be cut by 50%
Challenges:
The legality of Angkas' operation has been challenged by the government.

Competitor Analysis
Direct:
Grab, Uber Joyride, Move It
Indirect

Local Taxis, UV Express, PUJ’s, Ferry Service

Swot Analysis
Strengths
It is a well-recognized brand
It has a high standard of service,
Operational cost is quite low. As it relies on customer-to-driver
interaction, a dispatcher is not needed.
The system is convenient for the drivers. They can work flexible hours
and even choose to be a part-time employee.
The prices are lower compared to Grab, and Uber
Insurance coverage – All passengers are covered with personal accident insurance in
the unlikely event of an accident.

Weaknesses:
 Heavy government restrictions in regards with legalization and
regulations.
 Difficulties with LTFRB

Opportunities
 It can exploit rural areas where public transportation is
inaccessible and unreliable.
Threats:
 Bikers Losing Jobs - LTFRB imposes membership limit of 10,000 riders per ride-
hailing service which will forces Angkas to lay-off 17,000 riders.
 Increasing competition
 Industry Legality Conditions

Marketing Strategy

Target Market

Demographics

Age 20-45
Income Low-Moderate Income
Occupation Students, Office Workers
Location Metro Manila, Rizal, Metro Cebu

Customer Needs:

Positioning:

Product

Place