7P S OF MERU CABS

T.Y.B.C.B.I.

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CHANDIBAI HIMATHMAL MANSUKHANI COLLEGE.Y. Page 2 . SUBMISSION DATE: 14TH AUG 2011.7P S OF MERU CABS T. GROUP NO.B.Y.B. MERU CABS) SUBJECT: MARKETING IN BANKING AND INSURANCE SUBMITTED TO: PROF.B.I. ST D : T.: 09 ASSIGNMENT ON: 07p·s of ROAD TRANSPORT COMPANY (i. Smt. KAJAL MAM.e.B.C.I.

C.I. GROUP MEMBERS JAYA BHATIA 33 MAMTA LUND 34 HEMA GOLANI 35 DISHA JAISINGHANI 36 Page 3 .Y.7P S OF MERU CABS T.B.B.

KAJAL BHOJWANI. Their guidance enabled us the successful completion of our assignment. Page 4 . This project has been completed with the sincere efforts of my entire group. We have sought the information regarding the assignment from reference books.Y.B.C. Members &assistance of our respected MAM PROF.I.B. KAJAL BHOJWANI who had helped us at every stage of our assignment. We have also collected the necessary information from the internet.7P S OF MERU CABS T. It gives us the great pleasure while submitting this Assignment on 7P S OF ROAD TRANSPORT COMPANY. I essentially thanks to PROF.

B.Y.I.B.C.7P S OF MERU CABS T. INDEX ACKNOWLEDGEMENT INTRODUCTION OF MERU CABS MERU-A SPECTACULAR GROWTH STORY BENEFITES TO SOCIETY MERU TRAINING ACADEMY MERU MODEL TECHNOLOGY OF MERU CABS SERVICES OFFERED BY MERU CABS PRICING STRATEGY 7 PS OF MARKETING MIX  PRODUCT  PRICE  PLACE  PROMOTION  PROCESS  PEOPLE  PHYSICAL EVIDENCE CONCLUSION Page 5 .

The name "Meru" is derived from the symbolic mountain of the gods. Meru Cabs has grown exponentially terms of fleet size and geographical presence." First launched in Mumbai in April 2007. Meru Cabs delivers a reliable taxi service by concentrating on each touch point with its customers and devising systems. an icon of unshakeable reliability and character . Introduction of meru cabs:Meru Cabs was one of the first companies to launch metered "Radio cabs" in India under its brand "Meru. Page 6 . which is readily available 24/7. processes or technologies that will deliver a reliable interface.B. Delhi. air-conditioned cab.7P S OF MERU CABS T. Meru Cab Company provides a radio taxi service in the four key metros of India . Hyderabad and Bengaluru. The printed receipt at the end of the ride assures the customer of tamper proof billing.B.C. Meru Cabs uses GPS/GPRS enabled technology in all of the cabs to ensure complete passenger safety. Each Meru cab is owned & maintained by Meru Cab Company Private Limited.a core value which lies at the heart of Meru's promise to its customers. Customers benefit from a relaxed commute in a well equipped.I.Y. Headquartered in Mumbai.Mumbai.

A spectacular growth story:Meru Cabs has grown consistently in its 3 year history in terms of the fleet. people revenues and popularity. across Mumbai (1800). y The largest operator in each of the cities where it operates. Hyderabad & Bangalore. the brand is growing and has been giving tough competition to the other players in the market. Delhi.000 trips per day.C. Meru Cab Company Pvt. ‚ Meru Cabs launched in Mumbai with 45 cabs in 2007. operating in four metros of the country has popularised and boosted the concept of radio cabs.I. Anita Jain maps out the various strategies and brand building activities of Meru. making the 'taxi' experience more comfortable. It's hard to believe that Meru Cabs. Hyderabad & Bengaluru) ‚ Scaled to a fleet of 5." said Gavin Dabreo. expanded to three other cities in 2008 (Delhi. Hyderabad (800) and Bengaluru (1200). Delhi (1200). y Serves more than 1 million passengers a month. Meru . Siebel CRM and an Aspect IVR ‚ The only taxi operator in India to partner with the airports at Mumbai. Meru Cabs. Page 7 .B. Vice President . ‚ Most preferred choice of commuters in all cities. the brand which created the concept of radio taxis in India is not even two years old but according to the company.Y. 90% customer satisfaction in 3rd party audit ‚ One of the few transportation companies in the world to deploy an Oracle ERP.Sales and Marketing.B. "Today almost 70 per cent of our passengers say that they travel by 'Meru' instead of calling it a 'taxi' and this is what has been our focus. y More than 20. We are increasingly becoming a brand by itself.000+ cabs in three years.7P S OF MERU CABS T. Ltd. y The 3rd largest "Radio Taxi" company in the world. safe and reliable in India.

Their fleet engineers work 24/7 to ensure that our chauffeurs have the minimum disruption by way of vehicles not being serviceable. For those who avail our service.7P S OF MERU CABS T. also allows them to have a safety net to provide security in the event of an untoward incident. with good economics. ensuring steady business for our chauffeurs. ensures that they connect customers to their cabs better than anyone else does. There constant Endeavour will be to raise the standards for everyone who comes into contact with Meru Cabs. our onboard technology ensures that a customer pays a fair fare with a printed receipt for each transaction. Our concern for our chauffeurs is to ensure that by making them earn a respectable livelihood.I. Accident insurance.B. Meru cabs backend technology. They try to ensure that your need for commuting is met every time you need to commute and in as hassle free a manner as possible.Y. Page 8 . medical insurance. Benefits to Society:Meru Cabs believe that business enterprise is never complete if it does not make a contribution beyond building a good business. we would be able to make their personal lives better.C. Meru cabs use environment friendly fuel. comparable to the best in the world. they provide an opportunity to be part of a modern fleet that places the highest premium on vehicle uptime and vehicle quality.B. Meru Cabs offers a cab service that emulates the best taxi service norms across the world. This is especially true in cities where CNG is easily available. For those who drive their vehicles. 2009 & 2010. ‚ The only company in India to have won the 'Best IT User Awards' by NASSCOM CNBC TV-18 in 2008. Meru cabs try there best to ensure availability.

Y. Page 9 .B. safe driving habits and how to handle an emergency.I.B. familiarity with your city and all the mandatory licensing criteria.C. complete medical checkup. testing of driving skills. Their stringent conditions for engaging a chauffeur include address verification. Meru Training Academy:We believe that the critical difference between an ordinary taxi service and a Meru Cabs service lies in the investment that we make into training there chauffeurs. we put them through an intensive 5-day training program where we impart knowledge on customer service. And if a potential chauffeur meets these requirements.7P S OF MERU CABS T. hygiene. ability to manage the on board technology on our vehicles.

     Technology of Meru cabs:Whenever we talk about MERU cabs. Yes technology has played a vital role in MERU s success.B.I. however there are many important factors that have helped MERU to be successful. (May be through Performance Linked Incentives or any other innovative way that fits your business).  In return the driver provides Rs. 800 per day to MERU. MERU buys the car and gives it to the driver. A contract is signed between MERU and the driver.C. GPS. call center for order booking etc. The fuel cost has to be borne by the driver.Y.  The driver is free to take fares if he doesn t get the fare from the call center.B. Page 10 . Now MERU has enabled the employees to earn what they want to earn and they have not only given them employment but a business Provide employees the opportunity to earn to their potential. we talk about their technology. MERU helps the drivers by providing the booking to drivers through their call centers.  Whatever the driver earns above these 800 rupees is his own income. Meru model:MERU hires the driver with certain driving experience and train him on soft skills. The maintenance of the car is taken care by MERU.7P S OF MERU CABS T.

The tag line of Meru 'Rely on us. Payments can be made through cash or card. 'SMS-a-Meru' and 'Meru-on-the-Net' are available and customers can also hail a Meru by the curb-side. It released a radio ad campaign of a small boy going all alone in Meru to receive his grandmother from the airport.midnight and 5AM. There is no extra charge for booking on the phone/web. if applicable and a night surcharge for travel between 12 . For building the brand. Emergency security features such as a panic button are installed in the car along with First-Aid kits in case of any accidents or emergency situations. The fare structure of Meru cabs is similar to that of any other radio taxi. Recently. It has three components viz. Delhi and Bangalore through a fleet of modern. Currently. Meru cabs offers a reliable metered taxi service in Mumbai. the charges need not be paid if the cab crossed the toll post while pick up. However. the company had started various ad campaigns and promotional activities.B. Page 11 . The service is backed by a 24x7 Customer Contact Center. fare for the distance travelled. waiting charge. it has also started a corporate travel programme on a test mode for business clients.C.7P S OF MERU CABS T.I.' sends out a message of safety and hassle-free ride on board. The toll charges have to be borne by the passenger while crossing a toll post. The company is constantly looking at various innovative ways to market the product and increase its visibility. Hyderabad. Services offered by Meru Cabs:Services like 'Dial-a-Meru'. Meru also has a 'Lost and Found' tracking system in place so that any item left behind unintentionally in a cab can be traced to the vehicle that the reporting customer has used. Pricing Strategy:The Meru Taxi service is a licensed. metered taxi operation and is governed by the fares prescribed by the Department of Transport. Hence we will have to wait and see what will be the next marketing campaign Meru will use to increase the penetration of the concept of radio taxis in India. there are various ideas being conceptualised by the marketing department of the company.Y.B. air conditioned cars equipped with state-ofthe-art GPS based communication technology. All Meru cabs can be tracked from the main control room to determine their geographical location and ensure a quick response and despatch.

based dispatch technology and a 24x7 Customer Service Center. Meru cabs At Meru Cabs. air-conditioned comfortable cabs Usage of clean green fuel . thereby ruling out any possibility of over charging by the chauffeur A printed receipt for every fare.I. fluent in English and Hindi Ability to track the location of the cab 'real-time' through the GPS technology provides security in case of an emergency Routine spot checks by our patrol vans to ensure highest standards of service Preferred taxi service at airports in Mumbai.C.7P S OF MERU CABS T. Delhi. integrated with the GPS-system to ensure every fare is tracked. Every Meru Cab comes with the following features:Modern.B. providing details of distance traveled and total amount payable Thoroughly trained chauffeurs in a smart Meru uniform.Y. brand-new. they strive deliver on our core promise of 'unshakable reliability' by devising systems. This means a quicker pickup and faster response time to your call for a cab Tamper-proof digital cab meters.B.resulting in a cleaner environment and reduced pollution Round the clock availability of cabs backed by a location tracking GPS . processes or technologies that will set a reliable interface for our customers. Hyderabad and Bengaluru Page 12 .

For attracting customers and for sales promotion every company has to concentrate on seven elements i. process.Y. people. It is the blending of seven P s which forms the core Of marketing system.B. Marketing mix variables are interrelated. his satisfaction and support is important. Marketing mix is a flexible combination of variables.B.I. A fair combination of this marketing element called marketing mix. physical evidence. promotion.7P S OF MERU CABS T. The main focus of marketing mix is the customers.e. Marketing mix aims at achieving marketing targets in terms of sales profit and consumer satisfaction. There are 7 P¶s of Marketing Mix which are as follows:• Product • Price • Place • Promotion • People • Process • Physical evidence Page 13 . place. price. Marketing mix:Marketing mix is one of the most fundamental conception marketing management.C. product.

B. Page 14 . Recently.C. Product Mega Cabs is the first company to introduce computerised communication & dispatch systems with GPS (Global Positioning System) based online tracking for licensed Radio Taxis in India.7P S OF MERU CABS T.conditioned comfortable cabs. Ikon etc. it has also started a corporate travel programmers on a test mode for business clients.B. air. brand-new. Modern.Y. Usage of clean green fuel resulting in a cleaner environment and reduced pollution Emergency security features such as a panic button are installed in the car along with First-Aid kits in case of any accidents or emergency situations. Mostly cabs are Sedan car s like Indigo.I. Meru also has a 'Lost and Found' tracking system in place so that any item left behind unintentionally in a cab can be traced to the vehicle that the reporting customer has used.

B. Page 15 .Y. Charged only from your pick up point to your drop point A Night Surcharge of 25% is levied between 2300 hrs to 0500 hrs.7P S OF MERU CABS T.B.I.C. Price The Meru Cabs service is a licensed metered taxi operation and is governed by the fares prescribed by the Department of Transport for your city. The digital tamper proof meter on board and the printed receipt that they give ensures that the passenger pays strictly in line with the prescribed fare structure. Radio taxis fare according to government has been fixed to Rs 15 to Rs 20 No hidden costs or overcharging.

and Cab reaching in time at desire customer s place. There stringent conditions for engaging a chauffeur include address verification. complete medical checkup. ƒ Reaching at customer s destination point in respect to customers desired time safely.I. they put them through an intensive 5-day training program where they impart knowledge on customer service.B.7P S OF MERU CABS T. ƒ Customer calling at care no.B. hygiene.  Experienced Driver  Recruiting the right staff and training them appropriately. And if a potential chauffeur meets these requirements. familiarity with your city and all the mandatory licensing criteria. Page 16 . PROCESS • The systems used to assist the organisation in delivering the service. PEOPLE They believe that the critical difference between an ordinary taxi service and a Meru Cabs service lies in the investment that we make into training their chauffeurs. testing of driving skills. ability to manage the on board technology on our vehicles. It is necessary because Consumers make judgments and deliver perceptions of the service based on the employees they interact with.C.Y. safe driving habits and how to handle an emergency.

I. The tent cards carried the message . The subsequent drinks followed on green. it has rolled out the 'Don't drink and drive' promotion to encourage people to call for a Meru instead of drinking and driving. It released a radio ad campaign of a small boy going all alone in Meru to receive his grandmother from the airport. 'You do the drinking. Ikon etc. airconditioned comfortable cabs.7P S OF MERU CABS T. colour coding was used on coasters. Meru Cabs identified four TGIF (TGI Friday's) pubs and 160 restaurants. it's time to book a Meru cab. where it has placed tent cards and utilized their LCD screens to spread the message.'Rely on us. A customer was given the first drink on a black coaster. The red coaster signified that it's time to call for a cab which comes with the message.' In another interesting innovation. Thus the company connected a public service message with the idea to boost sales. we do the driving'.Y.' sends out a message of safety and hassle-free ride on board. For this promotion. Promotion :For building the brand. Dabreo added that the promotion will be intensified around New Year and other occasions in the coming years with more innovative ad campaigns. The tag line of Meru . brand-new.C. amber and red coasters. Since last month in Delhi. He further Page 17 .Modern.'If you find this hard to read. Mostly cabs are Sedan car s like Indigo. PHYSICAL EVIDENCE Where is the service being delivered? Consumers will make perceptions based on their sight of the service Condition of the Taxi :. the company had started various ad campaigns and promotional activities.B.B.

B.I. it needs to create the category itself. the company needs to differentiate itself from other brands. Page 18 .Y. Hyderabad and Bengaluru. In Hyderabad. Meru Cab Company provides a radio taxi service in the four key metros of India . Delhi.B. "Meru Cabs is a national brand now and the challenges in every city are different. in Mumbai and Delhi." Place Headquartered in Mumbai. For instance.C.Mumbai. added.7P S OF MERU CABS T.

walk the talk. Page 19 . it can lead to a successful business.7P S OF MERU CABS T.Y. i. Conclusion Meru Cabs is now the largest radio cab service in India and aims to provide world class taxi services in every city that it enters. high quality service in every city that it operates in. Meru Cabs believe that business enterprise is never complete if it does not make a contribution beyond building a good business.I. They will always try to be the hallmark for reliable. The employee should believe in the management & the company for it to succeed. Well it s easy to say but it s difficult to implement and that s why all the startups are not successful the way MERU is.e.C. There constant Endeavour will be to raise the standards for everyone who comes into contact with Meru Cabs.B.B.So if one gets these things right for a business.

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