B A 4 4 2 - G R O U P P R E S E N TAT I O N

Murat Mert
CAFEROĞLU Erkin
YAVUZ

MARKETING
PROPOSAL OF LIME
FOR TURKISH
MARKET
Brief Description of
the Company
About Lime H ow ?

Lime aims to reduce personal car dependency Through equal distribution of shared scooters,
on short-distance transport and leave a bicycles, and transport vehicles
cleaner and healthier planet for future
generati ons
How to Use/Reach
Lime Products ?
Why Do We Want to
Enter Turkish Market?

Economic Growth

Population Growth

Infrastructure

Number of Early
Adaptors
 0 0 0 0
1
Cultural Analysis of
the Turkey
2
Economic Analysis
of the Turkey 3
Political Environment 4
Competitive
in Turkey
Market Analysis
of
Hofstede's Five Rapidly Growth Turkey 8

Dimension Economy
Unstable Political
Increased 6
100 System
Transportati on
75
Spent Unfavorable for Foreign
8 4
Firms
6
50
Defi ned rules and
4 2

25 2
regulati ons for e-scooter

0
usage.
0
0 2014 2015 2016 2017 2018 2019 Martı Bin bin Dost Hop Palm Mobi

Green: Unlocking
m
e

n
e
nc

io

li s
nc

Fee Purple: Cost

at
da

ua
ta

nt
is
oi

id

Per Minute
rie
D
Av

iv
O

d
er

Black: Total Cost

ty

In
m
w
ni

Po

r
Te
ta

for 10 Min Ride

er

ng
nc

Lo
U
swot analysis

Highly Funded by Investors in Other Countries ( One of

MINT Country)
M arket Leader in Other Countries

S O
People who Live in City Need Easy and Cheap
User-Friendly App - Currently Highest
Transportation
Downloaded App in the M arket
Emission Regulations in Turkey
Environment Friendly
M any Cities in Turkey Have Not M et Any S imilar
Company

Highly Competitive
Maintenance Issues Political Environment
Safety/Permits/Legislation Insufficient

W T
Tapography
Number of Bicycle Road Legal Issues Low Barriers to Turkey
About E-Car M arket by Different
Companies
Market Entry
Strategy
Licensing
Having a minimum share capital of T RY 2,000,000

Having a minimum number of e-scooters (two thousand for import vehicles and one thousand for domesti c vehicles)

Provision of the services via a mobile applicati on

Having servers localized in Turkey

 Positioning and Target Market

- Eco Friendly -Generati on Z

-Super Greens or Environmentally Friendly
- Easy, Fast, Safe Travel Alternative
Consumers
Differentiatin
g Strategies

Accesibility Price Promotions Product Range

-Ease of unlock -Discounted for -E-Bike

by mobile app university

-E -Scooter
-GPS followed students
-E-car
scooters -Each 10 km

-Mobile app driving next

orients user to unlocking fee free

the nearest for students

vehicle
Product/Market Growth Matrix of
Lime for Turkish Market
 Pricing Strategy of Lime
For Turkish Market

-Lime aims to be a monopoly with the product range it applies

in the cities where it is located. It achieves this with the large
number of products it distributes throughout the city.

-For Lime, which will enter the Turkish market, we thought

that tiny cars that cost less than taxis and run on electricity
would want to be used in big cities.

-At the entrance level, taking into account the price policies of
other companies in the market (such as Martı), the same
price can be entered, and students can access this service
cheaper.
 Promoti on S t rate g y
of Turkish Market

Since we would like for Lime to expand their digital presence, we think that most of their marketing should be
conducted through social media advertising. This will engage younger consumers like those on university
campuses as well as help to grow the influence of their current social media pages which are underutilized as
of now.
Social Media Channels

In addition to traditional marketing on platforms like Instagram, Snapchat, and Twitter, we would like to
implement several other marketing events that specifically
target university students.

Sustainability Themed Events

Campus Events
Campus Ambassadors - Paid Positions
Student activities involving Lime - City Tours, Meetings
 REFERENCES
Copenhagen Business School. (2019, March). Innovation and
Entrepreneurship In The Electric Scooter Industry In
Th a n k You for Your Denmark.
https://research.cbs.dk/en/studentProjects/innovation-and-
entrepreneurship-in-the-electric-scooter-industry-
Att enti on ! Deighton, K. D. (2019, October 2). Lime is building an influencer network
to reinforce its ‘hyper-local’ approach. The Drum. https://
www.thedrum.com/news/2019/10/02/lime-building-influencer- network-
reinforce-its-hyper-local-approach
Murat Mert Jacob Ottesen, J. O. (2018, October 1). Case Study: Lime Scooter App
CAFEROĞLU — Reservations. Prototypr.Io. https://blog.prototypr.io/lime-scooter-
app- concept-01-2e74191210b6

Levy, G. L. (2019, August 16). Creating a New Transportation Market:

Erkin YAVUZ The Lime Line of Rental Scooters. Grewal Levy Marketing News.
https://grewallevymarketing.com/2019/09/16/creating-a-new-
transportation-market-the-lime-line-of-rental-scooters/

Littman, J. L. (2020, January 29). Lime’s Plan After Cornering the E-scooter
Market? Profitability. Marker. https://marker.medium.com/what-does-
lime- really-want-835430543914

MONLLOS, K. M. (2019, October 20). Inside Lime’s local strategy to market

its scooters. Digiday. https://digiday.com/marketing/inside-limes-local-
strategy-market- scooters/#:~:text=Lime%20is%20taking%20a
%20local,make%20sense%20f or%20that%20community.