Shri Jairam Bhai Patel Institute of Business Management and Computer

Applications
Academic year: 2023
Batch:2021-23
IN PARTIAL FULFILLMENT OF REQUIREMENT OF MBA
COURSE AFFILIATED TO GUJARAT TECHNOLOGICAL
UNIVERSITY AHMEDABAD
Service Marketing
Group No: 14
Submitted By:

Roll.no Enrolment No Name

A-64 217690592117 Prince Gupta

B-18 217690592124 Suhasini chavda

A-06 217690592115 Manisha chandwani

A-68 217690592138 Akshit Gupta

Submitted to
Dr. Shivanisinh parmar
(Assistant professor)
 Introduction

➔ Rapido Bike Taxi is a popular on-demand bike taxi service in India that allows
customers to book a bike ride for their daily commutes or any other travel needs.
It was founded in 2015 by Aravind Sanka and Rishikesh SR, and is
headquartered in Bangalore, India.

➔ The company offers an affordable and convenient mode of transportation,

especially for short distances,where taking a car might not be the most practical
option. Customers can book a ride through the Rapido mobile app, which is
available for both Android and iOS devices. The app allows users to enter their
pickup and drop-off locations and choose from various ride options, such as
Rapido Bike, Rapido Auto, and Rapido XL (for groups).

➔ Rapido Bike Taxi has gained popularity in India because of its cost-effectiveness,
quickness, and accessibility. It is a great option for people who want to avoid
traffic congestion and reach their destination quickly. The service is available in
several cities across India, and the company has plans to expand its services to
more cities in the near future.
 7 p’s of Marketing Mix

Explanation of 7 ps of Service Marketing

The 7 Ps of service marketing are an extension of the original 4 Ps of marketing (product, price,
promotion, and place) and provide a framework for developing and executing effective marketing
strategies for service businesses. The 7 Ps of service marketing are:

1. Product (service): The service product is the main offering of a service business. The quality and
design of the service, as well as the range of services offered, are important considerations. Service
businesses must also consider intangible aspects of their service, such as the customer experience and
the level of customization they offer.
2. Price: Pricing strategies for service businesses are different from those for product businesses.
Service businesses must consider factors such as the cost of service delivery, the value of the service to
the customer, and the price elasticity of demand. Service businesses can also use pricing strategies such
as bundling, dynamic pricing, and freemium models to attract and retain customers.

3. Promotion: Promotion strategies for service businesses must focus on building customer
relationships, establishing trust, and creating a positive customer experience. Service businesses can
use strategies such as content marketing, social media marketing, and event marketing to promote their
services.

4. Place (distribution): Place strategies for service businesses involve making the service available to
customers. Service businesses must consider factors such as the location of their business, the channels
through which they offer their service, and the convenience of their service delivery.

5. People: People are an important component of service businesses, as customers interact with service
providers directly. Service businesses must hire and train employees who can deliver high-quality
service and create positive customer experiences. In addition, service businesses must also consider the
role of the customer in the service delivery process, and provide tools and resources to help customers
engage with their services.

6. Process: Service businesses must have well-designed processes to deliver their services efficiently
and effectively. This includes everything from customer onboarding to service delivery, customer
support, and service recovery.

7. Physical evidence: Physical evidence includes all the tangible elements of the service that customers
can see or touch. This can include the physical environment of the service business, the appearance of
the service providers, and the quality of the materials and equipment used in service delivery. Service
businesses must consider how physical evidence affects the customer experience and use it to create a
positive brand image.
➔ less expensive form of bike taxi as compared to other bike services like ola and uber.

➔ Rapido rides mostly focus on saving time with low fares.

➔ Its basic pricing structure is, consumers will pay 15rs as a basic cost and extra 3rs for every
additional kilometers they go..

➔ It gives promotion codes to all their clients to get more discount on their cost and get more
advantages using RAPIDO APP.

➔ Customers can pay for Rapido rides through the mobile application using various payment
options, including digital wallets, credit/debit cards, or cash.

➔ Rapido also offers an option for customers to schedule rides in advance, making it more
convenient for them to plan their trips.
 Place

1. Population density: Areas with high population density provide a larger customer base for Rapido. It
is easier for riders to get more customers in densely populated areas, which can increase their earnings.

2. Traffic congestion: Traffic congestion is a major problem in many Indian cities. Bike taxis like
Rapido can navigate through traffic more easily than four-wheeled vehicles, making them a more
efficient mode of transportation in congested areas.

3. Distance between destinations: Shorter distances between pick-up and drop-off points make it easier
for riders to complete more rides in a day. Cities with a high number of short trips are ideal for Rapido.

4. Availability of public transportation: In areas where public transportation is not readily available,
bike taxis like Rapido can provide an affordable and convenient option for commuters.

5. Safety and security: Riders and customers prefer areas that are safe and secure. Rapido must ensure
that its riders and customers are safe while using the service.

6. Weather conditions: Extreme weather conditions such as heavy rain or intense heat can affect the
demand for bike taxis. In areas with frequent inclement weather, the demand for bike taxis may be
lower.

7. Demographics: The demographic profile of an area can also impact the demand for bike taxis.
Younger populations who are more tech-savvy and likely to use smartphone applications to access
ride-hailing services like Rapido tend to use the service more.
 Promotion
➔ Ride hailing company Rapido, that provides bike taxis in more than 80 cities across India, will be
spending nearly Rs 200 crore on marketing in 2020. This is a marked jump from the Rs 50 odd crore it
spent on marketing activities in the past.
➔ Bike taxi platform, Rapido has announced the launch of its new 360-degree market marketing campaign
‘Go Ohh With Rapido.

1. Digital marketing: Rapido leverages various digital marketing channels such as social media, online
advertising, and email marketing to reach its target audience. The company regularly runs social media
campaigns to engage with customers and promote its services.
2. Referral programs: Rapido has implemented a referral program where existing customers can refer new
customers and receive discounts on their next ride. This strategy incentivizes existing customers to promote the
service to their friends and family, resulting in increased ridership and revenue.
3. Partnerships and collaborations: Rapido has partnered with several companies and organizations to offer
discounts and promotions to their employees and customers. This helps to create brand awareness among new
audiences and expand the customer base.
4. On-ground activations: Rapido conducts various on-ground activation campaigns in busy public areas such as
malls, metro stations, and corporate parks. These campaigns help to increase brand awareness and attract new
customers by offering free or discounted rides.
5. Loyalty programs: Rapido offers loyalty programs to its frequent users by providing discounts and special
offers to encourage repeat usage of the service. This strategy helps to retain existing customers and increase
customer loyalty
 Process

Process Rapido Captain app

➔ When you register as a captain after uploading all the documents, your account gets activated within the
next 48 hours. When you get a ride order, you’ll need to accept it and drop the customer at the
mentioned location for a successful order.

➔ If the mode of payment is cash you will have to collect cash as displayed on your screen. If the payment
is online, your pay for the ride will be credited to your wallet. Once the wallet amount reaches the limit
set for you, you can redeem the amount directly to your bank account.
➔ Rapido Captain app

➔ When you register as a captain after uploading all the documents, your account gets
activated within the next 48 hours. When you get a ride order, you’ll need to accept it
and drop the customer at the mentioned location for a successful order.

➔ If the mode of payment is cash you will have to collect cash as displayed on your
screen. If the payment is online, your pay for the ride will be credited to your wallet.
Once the wallet amount reaches the limit set for you, you can redeem the amount
directly to your bank account.