Marketing

Management
Prakhar Shourya Jain
PESTEL ANALYSIS
Political
Company has to comply with minimum
wage requirements, In case of car accident
who is responsible

Economic
Easily accessible, Affordable fare
charges, Offers job opportunity for
drivers

Social
User friendly, Quick Pick up, Better
riding experience, Different types of
cab category for different income
groups
PESTEL ANALYSIS
Technological
Interactive Mobile Application, Use
of social media such for promotion

Environmental/Ethical
Fuel Usage, Traffic congestion is a
concern Use of electric cars to
reduce pollution
Legal
Labor law need to be followed,
Employee safety law
What are the customer needs
targeted?
Taking Maslow’s hierarchy of needs for analysis
• Physiological needs - Need a ride to reach destination
• Safety needs – Clean cars and defensive driving ensuring safety
• Love and Belonging needs – Driver should treat the customer as if they
are traveling with there own family member
• Esteem needs - The cab driver should respect him and by taking this
service, customer status social should also be good
• Self-Actualization needs - Apps & comfort with booking the cab
getting it on spot with quick response
 Customer Journey Mapping

Problem/ Information Evaluate Purchase Purchase Post –

Need Search Alternatives Decision Purchase
Recognition Evaluation
Need to go from Compare Will local taxi or Decide to book a Reserves a cab Gives the
point A to point B different cab public commute cab using our and completes Rating and
booking apps to be cheaper and app the rides and feedback
find the cheapest comfortable make the depending on his
fairs and payment either riding experience
comfortable ride online or by cash
depending on
the mode of
payment selected
MARKET
RESEARCH PLAN
Objective of your research
To see how must Customer is satisfied with
the service provided

Tools you will use

Focus Groups Qualitative Research Tool

Why did you choose this tool?

Because we need to understand an issue at
a deeper level than you can access with a
survey. They are helpful for adding meaning
and understanding to existing knowledge, or
getting at the “why” and “how” of a topic
 Competitor Analysis
UBER
Strengths : International brand,
Higher Customer Satisfaction, Cash
less Payment System, Dual rating
system boosts trust and safety
Weakness : High Surge Pricing,
Loyalty between Uber and driver is
quite low, Concept of the app is very
simple
Opportunities : Minimize wait time,
Can utilize low operation cost vehicle
Threats : Changing laws and
regulation of a country can Ban uber,
traditional taxis are pushing heavily
on the enforcement of some type of
regulation, Diver’s dissatisfaction
OLA
Strengths : Strong brand name, First
mover advantage as a taxi
aggregator in India, Acquisition of
Taxi For Sure made it No. 1 in India
Weakness : Drivers’ misbehavior
directly affects the brand image,
Earning to loss ratio is high, Very
high cash burn rate
Opportunities : Brand can enter
into global market, Use electric
Vehicle for traveling
Threats : Rising competition,
Absence of clear government
regulations in developing
countries, Customer loyalty
MERU CABS
Strengths : Fixed Rate, Trained
drivers, Good condition of cars with
safety of prime importance, First
mover advantage as a radio taxi
operator
Weakness : fixed investment is high
as it owns the cab, Not so commonly
used as compare to its other
competitor
Opportunities : Expand into more
cities across India, Car Rental Service,
Meru Outstanding service can be
give like its competitor
Threats : Absence of clear
government regulations in
developing countries , Competition
offering more service compare to
itself
 Competitor Analysis
UBER
Competitive advantage : Global
and well established brand
Financial Resources Its gets money
from taking a cut of fare from the
cab also they have food delivery
service called uber eats
Positioning statements : We ignite
opportunity by setting the world in
motion
Entry barriers : Being a global brand
entry into a country means
following their laws which can
impact there service and entry
Exit barriers : Due to number of
drivers and cab associated with it , it
will have a huge impact to its image
if it exits.
OLA
Competitive advantage : Cheaper
per-minute and initial per-km rates
Financial Resources : Its gets money
from taking a cut of fare from the
cab and also they have ola money
which is a money wallet app
Positioning statements : Redefining
Mobility for Billions
Entry barriers : Huge Funding is
need, Number of drivers required to
provide service at a large scale
Exit barriers : Company image will be
impacted and many drivers will
become job less
MERU CABS
Competitive advantage : First to
start the pre cab booking service
Financial Resources : Mahindra
Group, True North are the
investors and its getting finance
from the Cab riders(Customer) by
taking a cut for the ride’s fare
Positioning statements : Your
trusted ride for every occasion!
Entry barriers : Huge funding,
drivers and Cars are need to
provide service across the country
Exit barriers : Company has a huge
investment and will loose its brand
value
 Direct
Who are your Ola, Uber, Meru
direct and Indirect
indirect Local taxi, Public Transport, Self driven
competitors? Cars(Zoom car),Share Commute service
company (Bla Bla Cars)
 VALUR PROPOSITION
What sets a Ride apart

Every cab for Experienced Available 24X7 Quick Pick up

every and trained
personality Drivers
 USP
Safest and most cleanest cabs with
highly trained cab drivers trained in a
driver training academy
 4P’s of Marketing

Product Place
Online Cab booking based on the location Available Online in Google Play store and
of the user Apple App Store

Promotion Price
Use of social media site like Facebook, Cab fare estimate given based on the
Twitter, Snapchat or Instagram as well as distance between the source and
Video streaming websites like Youtube destination and type of Cab taken
 BCG MATRIX

Add image here Add image here

Stars Question marks Cash cows Dogs

Small or hatchback car Rental cars for self Medium size or Sedan car Big Car or SUV with
which will have low fare but driving loving people which will have slightly higher fare compare and
will be widely used higher fare that a small car fuel consumption, leading
but will have more comfort to less booking