Escolar Documentos
Profissional Documentos
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Submitted by:
Abdul fatah
14001729
Acknowledgement
The internship opportunity I had with GoIBIBO was a great chance for learning and
professional development. Therefore, I consider myself as a very lucky individual as I was
provided with an opportunity to be a part of it. I am also grateful for having a chance to meet
so many wonderful people and professionals who led me though this internship period.
I take this opportunity to express my profound gratitude and deep regards to my guide
Dr. Pratika Mishra Tripathi for her exemplary guidance, monitoring and constant
encouragement throughout the course of this thesis. The blessing, help and guidance given by
her time to time shall carry me a long way in the journey of life on which I am about to
embark.
Bearing in mind previous I am using this opportunity to express my deepest gratitude and
special thanks to the MD Ashish kyshap who in spite of being extraordinarily busy with
her/his duties, took time out to hear, guide and keep me on the correct path and allowing me
to carry out my project at their esteemed organization and extending during the training.
I express my deepest thanks to Mr. Dinesh Golani, Operation manager for taking part in
useful decision & giving necessary advices and guidance and arranged all facilities to make
life easier. I choose this moment to acknowledge his contribution gratefully.
It is my radiant sentiment to place on record my best regards, deepest sense of gratitude to
Mr. Ankit sharma, Marketing manager, Mr. Akilish singh, business developer, Mr. Ankur
Sharma sales manager for their careful and precious guidance which were extremely valuable
for my study both theoretically and practically.
I perceive as this opportunity as a big milestone in my career development. I will strive to use
gained skills and knowledge in the best possible way, and I will continue to work on their
improvement, in order to attain desired career objectives. Hope to continue cooperation with
all of you in the future,
Sincerely
Abdul Fatah
2
This is to certify that the project title Integrated Marketing Communication and Competitive
analysis At Ibibo is a bonafide work carried out by Abdul fatah a candidate for the award of
Master of Business Administration of Ansal University, Gurgaon under my guidance and
direction.
Signature of guide
Date:
Place:
Designation:
TABLE OF CONTENT
S. No
Chapters
Page No.
Introduction
11
13
Theoretical Perspective
31
Research Methodology
41
44
72
Questionnaire
74
References
77
Chapter-1
Importance of Integrated Marketing Communication in
Tour & Travel Company
Introduction of Study
lost in figuring out the best marketing tool. Through integrated marketing communication,
marketers can smartly blend and integrate all marketing tools for better response. In a
laymans language integrated marketing communication provides a wide range of options
which help marketers connect easily with their target customers. Integrated marketing
communication ensures that the customer gets the right message at the right place and right
time. Integrated marketing communication uses several innovative ways to promote brands
among customers such as newspaper inserts, hoardings and banners at the most strategic
locations, pamphlets, brochures, radio or television advertisements, press releases, discount
coupons, loyalty clubs, membership clubs, PR Activities, sales promotional activities, direct
marketing initiatives, social networking sites (Face book, Twitter, Orkut) blogs and so on.
Introduction of Study
Under this project, I was doing varies promotion activities for promoting of the Ryde by
Ibibo. The basic motion was to aware people regarding the service and convenience them to
use the service, for this purpose I was doing online promotion which seemed to be our first
step toward promotion. Facebook, Twitter, Linden, Blogs writing and promotion through
website are used to reach our online customers. Apart from that we were concentrating in
print advertising, broadcasting, specialty medium and field activities in which we were
pitching customer from various crowded places such as metro stations and shopping malls.
Phase One
Online Promotion
&
Print Medium
Phase Two
Specialty Promotion
&
Broadcast Medium
Phase Three
Field Activity
&
Events
The travel agencies are growth in a industry and provide employment to the candidates. It
helps in growth of economy and increases the tourist influences so thats with the help of
7
other companys like airlines, hotel, bus transport, car rental, more companys society
business relation and promote the tourism. It helps to increase knowledge about how the
travel companies work how it process what are the business, how to make network
connection , functions and methods they choose for developing the business, improve the
skills how to deal with customer how to sale a product
Travel Agency is able to fulfill this appeal. To serve quality services, extra facilities,
affordable rate, Package Tour etc are the milestones of India Travel Way. During the past Five
years India Travel Way has built a reputation for excellence that has earned the respect of
consumers and corporate experts alike. Building a leading travel agency company has
required relentless innovation, commitment to quality and dedication to customer service and
value. The qualities of entrepreneurship, growth and leadership have characterized business
through more than four years of success. Through the strength of its heritage, its culture and
its people and services, India Travel Way looks forward to more success in future. There are
different objectives of every organization. In order to achieve these objectives different
targets are set. Targets pass down the hierarchy depending on the nature of the business.
Therefore, in order to achieve the objectives, management decides on different strategies.
These strategies are divided into many sub-parts and are useful for the running of the
business. The employees and the management know what they have to achieve through the
targets which have been set to them and the strategies they have adopted help them know the
way they will achieve the objectives. Similarly, India Travel Way has different targets set to
them and they have adopted different strategies to successfully achieve the targets set. These
targets are passed by the Managing Director to the workforce.
These targets fall within the organizational structure in which there are many people who
have different targets to achieve. In order to successfully achieve the targets they need to cooperate and work in a friendly environment. n the other hand, India travel Way, considers
some internal and external factors that affect pricing, service & marketing strategy. It always
takes meticulous steps to handle their service decision. It treats its loyal customers properly
and gives them some offers. It set a reasonable initial price for its products to send a signal to
customers that its services are quality and the service is excellent. Apart from that to promote
their product it usually develops different kind of fare pricing strategies.
Whereas the
objectives of India Travel Way promotion is to introduce a new service, stimulate demand,
change the short-term behavior of the customers, and encourage repeat or greater usage by
current customers.
The success of India Travel Way relies heavily on delighting their customers by ensuring that
all their needs and desires are met in every way. Hence, India Travel Way gives strong
importance to their marketing efforts to ensure that. So
Due to intense competition, India Travel Way must look for ways to differentiate their
business to achieve and maintain a competitive advantage.
Chapter-2
Objectives of Study
Scope of Study
Limitations of Study
10
Scope of Study
The study was conducted at Ibibo during the period of two months, i.e. in June & July,
2015.
The scope of the study extends to the Integrated Marketing Communication & Competitive
Analysis of the company. We wanted to know whether the marketing strategy of the
company is appropriate for the promotion of new app i.e., Ryde by Ibibo. Under this study I
had done a competitive analysis of different related apps like Uber, BlaBla, etc.
Limitations of Study
Lack of respondents for filling questionnaire
People are still unaware about the carpooling apps available in market
Due to lack of time span I wasnt able to go far for the study
Level of Sincerity among the respondents was missing
11
Chapter-3
Company Profile
Vision & Values
History
Awards & Achievements
Businesses
Investors Relation
12
13
Company History
In 2007, Mr. Ashish Kashyap started this company. Ibibo started as a social networking
service in 2007, and later changed to become an e-commerce and travel organization. In 2009
GoIbibo.com was launched, offering search, comparison and purchase of air tickets, bus
tickets,
holidays
and
hotels.
GoIbibo
is
also
available
as
a mobile
and
has
51%
stake
in
the
B2B travel
website
14
Source: http://www.Ibibo.com/
15
GoIbibo.com: GoIbibo is one of the top 3 online travel aggregator in India. GoIbibo's core
value differentiator is delivery of fastest and trusted user experience. Be it in terms of
quickest search and checkout flow; fast payments, settlement and refund processes. All this is
backed by customer service excellence and innovations in our operations and back end.
GoIbibo enables travelers to search, compare and buy from across categories and width of
travel suppliers comprising: air tickets, bus tickets; holidays, hotels and car rentals. GoIbibo
is also a leading app across mobile operating systems: iOS, Android and Windows. GoIbibo
takes
pride
in
that
GoIbibo
has
enabled
to
trounce
hundreds of players in
GoIbibo
is
part
of
ticketing
Redbus.in.
17
platform,
Source: http://www.ibibo.com/
Redbus.in : Pilani Soft Labs Pvt. Ltd. founded by 3 BITS-Pilani graduates, Phanindra Sama,
Charan Padmaraju, Sudhakar Pasupunuri owns three products - Redbus, BOSS,
SeatSeller serving the fragmented bus industry in India. Redbus is consumer facing
travel brand enabling customers to buy tickets on internet, on mobile, and through call
centers. BOSS is ERP solution built for bus operators. Over 800 bus operators in India use
BOSS to manage their inventory. SeatSeller is GDS for bus inventory distribution. Over
10,000 retail agents and 100+ corporates including the OTAs use SeatSeller to sell bus tickets
to their customers. Redbus was acquired by Ibibo Group in June 2013.
18
Source: http://www.ibibo.com/
Ryde by Ibibo
Naspers owned online travel company Ibibo Group has launched a carpooling app
called Ryde, reports TechCircle. Unlike some of its competitors like BlaBlaCar and Tripda,
Ryde offers both intra-city and inter-city rides.
Passengers need to fill in a few details like travel route and time among others and submit,
following which a list of drivers offering rides for the selected route is provided to the
passenger. They need to select a particular driver, select the preferred seat and make payment,
after which they can chat with the driver to decide a pick-up location. On the other hand,
drivers need to enter details like starting point, final destination and price per seat and publish
19
the ride. On receiving passenger requests, drivers can select the ones they like and at the end
of the journey the money is transferred to their account.
Source: http://www.ibibo.com/
Bird's eye
Redbus Indias number 1 bus ticketing platform was founded in 2005 and is a part
of IbiboGroup. We take pride in providing bus ticket fare with zero booking charges. You can
now choose from 1500+ bus operators and 80,000 routes in India.
all
innovations,
Redbus
too
has
very
interesting
story.
All the founders used to work in Bangalore at the time (sometime in 2005) - all with top IT
MNCs - IBM, Texas Instruments and Honeywell. They were friends from BITS Pilani, one of
20
India's
finest
engineering
colleges.
During Diwali that year, one of them wanted to spend the festival in his home town. Since he
didn't know his schedule till the end, taking a bus was the only choice.
He ran around town hunting for a ticket, but they were all sold out minutes before he reached
the travel agents. Bangalore traffic is notorious and can grip you at the wrong time. That's
exactly
what
happened
that
day.
That's when he thought of the possibility of providing consumers the convenience of booking
a bus ticket over the internet. The objective was two-fold - to ensure that they don't have to
leave the confines of their comfort to book a ticket, and to help them get a ticket when they
need
it
the
most.
The idea was compelling. And why not? The internet was being voted as a medium people
couldn't do without. PC and net penetration was increasing not only in urban areas, but also
in rural India with innovative concepts like Shakti and e-Choupal. Also, people were getting
used to booking tickets for travel using IRCTC and private airline websites. So, why not
buses?
However, the most compelling reason was that nobody in India had done this!
So, with these thoughts running through his mind, he bounced initial thoughts off his friends
from
college.
They
were
excited
about
the
concept
too.
However, they didn't want to take the plunge without understanding the feasibility of such an
undertaking. They met with various people - bus operators, consumers and venture capitalists
to
gauge
how
well
the
concept
could
do.
As expected, they got a favorable response. They started writing the code for the software
that would be required to run the operations. Once this was ready, they put together a
business
plan
and
presented
it
to
TiE,
Bangalore
Chapter.
TiE - The Indus Entrepreneurs - are mentors, to say the very least. They breathe lives and
hope in to young entrepreneurs who have a working concept. The idea didn't need much
selling to TiE members either. That was the beginning of a seemingly long journey. All the
founders
quit
their
well-paying,
secure
jobs
and
started
Redbus.
Since those days there have been many ups and downs. It wasn't simple to change the
mindset of bus operators who are used to dealing with their traditional brick-and-mortar
travel agents. It wasn't easy to market the concept. It needed time and money. It took a few
months
for
things
to
fall
in
place.
All that was needed were a few people who used the website. Once that would happen, the
user interface was bound to generate word-of-mouth. That's exactly what happened. Those
21
who used it liked it, told others and the dominos started to fall in place.
To cut a long story short, Redbus has come a very long way from days of struggle to days of
growth. It has the largest number of tie-ups (and growing) with bus operators and a large and
satisfied
customer
base.
Being run by a team of young people, the culture is informal and everyone is ambitious and
charged to make it larger than imagined. What started as a team of three grew into a team of
650 in 8 years.
logs
on,
we
have
on
offer
what
was
demanded.
Most importantly, it's a team that has fun at work. It's a team that is close knit. Everyone is on
a first name basis and it wouldn't be uncommon to see people exchanging hi-fives on small
achievements. Office outings are a regular phenomenon and dancing is a must.
TBO: TravelBoutiqueOnline
(TBO)
Group
operates
three
business
verticals,
TravelBoutiqueOnline (India), TBO Mena (Middle East & North Africa) and Techmaster
(Technology Development). The TBO group was founded in 2007. TBO is the largest B2B
travel portal in the online space in India and works with almost 14,000 travel agents in India
and the Middle East. TBO was also awarded the best IT Innovator in 2007 by NASSCOM
and was one of the finalists at CNBC Emerging India Awards in 2009.
22
Business Model
Management
23
24
E- Commerce Revenue
25
Awards
26
Career Growth
27
28
STP Analysis
Today, Segmentation, Targeting and Positioning (STP) are a familiar strategic approach in
Modern Marketing. It is one of the most commonly applied marketing models in practice.
The STP model is useful when creating marketing communications plans since it helps
marketers to priorities propositions and then develop and deliver personalized and relevant
messages to engage with different audiences. This is an audience rather than product focused
approach to communications which helps deliver more relevant messages to commercially
appealing audiences. The diagram below shows how plans can have the flow from
Source: http://www.smartinsights.com/
29
SWOT Analysis
A SWOT analysis is a structured planning method used to evaluate the strengths, weaknesses,
opportunities & threats involved in a project or in a business venture. It helps you carve a
sustainable niche in your market.
Source: http://www.mbaskool.com/
30
Chapter -4
Theoretical Perspective
Marketing Communication Strategy
31
marketing
communication
effectively
integrates
all
modes
of
brand
communication and uses them simultaneously to promote various products and services
among customers effectively and eventually yield higher revenues for the organization.
Advertising
Advertising is one of the most effective ways of brand promotion. Advertising helps
organizations reach a wider audience within the shortest possible time frame. Advertisements
in newspaper, television, Radio, billboards help end-users to believe in your brand and also
motivate them to buy the same and remain loyal towards the brand. Advertisements not only
increase the consumption of a particular product/service but also create brand awareness
among customers. Marketers need to ensure that the right message reaches the right
customers at the right time. Be careful about the content of the advertisement, after all you
are paying for every second.
32
Sales Promotion
Brands (Products and services) can also be promoted through discount coupons, loyalty
clubs, membership coupons, incentives, lucrative schemes, and attractive packages for loyal
customers, specially designed deals and so on. Brands can also be promoted effectively
through newspaper inserts, danglers, banners at the right place, glorifiers, wobblers etc.
Direct Marketing
Direct marketing enables organizations to communicate directly with the end-users. Various
tools for direct marketing are emails, text messages, catalogues, brochures, and promotional
letters and so on. Through direct marketing, messages reach end-users directly.
Personal Selling
Personal selling is also one of the most effective tools for integrated marketing
communication. Personal selling takes place when marketer or sales representative sells
products or services to clients. Personal selling goes a long way in strengthening the
relationship between the organization and the end-users.
prospective clients through emails, telephone calls etc.An appointment is essential and
make sure you reach on time for the meeting.
- Never ever lie to your customers. Share what all unique your
brand has to offer to customers. As a marketer, you yourself should be convinced with
your products and services if you expect your customers to invest in your brand.
33
Advertising tools
Source: www.google.co.in/search
34
35
While most people think of logo and stationary when it comes to branding, your brand voice
is equally important. A good place to start is to generate a few key positioning statements to
feature in your communications. Start with a tagline, single sentence version and then a
standard short paragraph. Try spooling out a handful of key messages (up to 5) that your
company should be communicating (note that they cannot all be in all places). Outline key
descriptive words to use and not use, and make sure that your new messaging standards are
adhered to in all future communications.
5. Choose Your Marketing Mix
With all of the recent advancements in online marketing, there are more ways to
communicate than ever before. Every industry and brand is unique, so there is no standard
marketing mix that will work for everyone. The key is to understand your options, and
choose a media mix that fits your audience (where do they spend their time / attention),
budget and marketing communications goals.
6. Establish Marcom Success Measurements (Metrics)
Whatever the medium and message, ensure that your communications are measurable.
Whether its email open rates, social media exposure or direct mail response rates, establish
key communications goals and put systems in place to chart your success. Tie this data in
with sales metrics to get a true sense of what's working and what's not.
7. Manage Leads and Client Data
You know your audience, you've built your brand and you've told your story. People are
interested now what? A CRM (Customer Relationship Management) system is a database of
your contacts (customers, prospects, others) that allows you to organize information (contact
info, records, files, calls, emails, etc) to streamline and scale sales and marketing processes.
This will help you better understand how clients move through the sales funnel and help you
close more leads.
Successful marketing communications efforts are much more than a shot in the dark. Each of
these seven steps needs to be explored to the fullest in order to gain the greatest return on
investment possible.
36
Print medium
Online medium
Marketing
communication
strategy
Specialty medium
Broadcasting
medium
37
Online advertising
Online advertising also called online marketing or Internet advertising, this form of
marketing is vastly used for the promotion Ryde by Ibibo. The following are some of the
online advertising tools:
Facebook: it is one of the online advertising tools which are used for the
promotion of App. Sharing various routes in which special discounts are
offered to the app users
Besides facebook, on other online advertising such as mailing to people and inviting them to
download the app and get their first ride free or if they are already user of the app than they
can invite their friends and we would give them a special ride up to 20 km for free.
Twitter, linden, promotion through websites and writing of blogs were part of online
promotion activity.
38
Printing medium
Advertising through printing seemed to be very appropriate so various types
of pamphlet, brochure, and printed cards to distribute it amongst the people in
different crowded places such as metro stations shopping malls etc.
Print advertising is widely used form of advertising. These advertisements appear in
newspapers or magazines and are sometimes included as brochures or fliers. Anything written
in the print media to grab the attention of the specific target audience comes under the
purview of print advertising.
Specialty
medium
Specialty medium for promotion of the app was considered one of the basic
tools. We had a huge amount of T shirts with the logo of our app and we were
to give it to our app user.
39
Broadcasting medium
In broadcasting medium the main aim was to target people through radio
because it was easy reach our target which was the people with car so the
frequency and reach were very high.
Generally speaking, broadcast advertising is radio, television, and Internet advertising. The
commercials aired on radio and televisions are an essential part of broadcast advertising.
The broadcast media like radio and television reaches a wider audience as opposed to the
print media. The radio and television commercials fall under the category of mass marketing
as the national as well as global audience can be reached through it.
The role of broadcast advertising is to persuade consumers about the benefits of the product.
It is considered as a very effective medium of advertising. The cost of advertising on this
channel depends on the time of the commercial and the specific time at which it is aired. For
example, the cost of an ad in the premium slot will be greater than in any other slot.
A radio ad must be aired several times before it actually sinks in the minds of the consumers.
Thus the frequency of the ad is important. Ibibo group use radio as a broadcast advertising
medium.
40
Chapter -5
Research Methodology
Research Design
Data collection method
Sampling plan, sample size & sample method
41
Research Design
Research Design: A Research design is the arrangement of conditions for collection and
analysis of data in a manner that aims to combine relevance to the research purpose with
economy in procedure. The research design is the conceptual structure within which
research is conducted; it constitutes the blueprint for the collection, measurement and
analysis of data.
Research Design may split into the following parts:
a) The sampling design which deals with the method of selecting items to be observed for the
given study;
b) The observational design which relates to the conditions under which observations are to
be made (Research designs-exploratory, descriptive);
c) The statistical design which concern with the question of how many items are to be
observed and how the information and data gathered are to be diagnostic and experimental.
Analyzed; and Data collection: Universe, population,
d) The operational design which deals with the techniques by which the procedures specified
in the sampling, statistical and observational sampling and sampling designs. Designs can be
carried out.
In this project my research design is a kind of Exploratory Research in nature. It
includes both primary & secondary data. In secondary data information has been
gathered from various websites and in primary data a standardized questionnaire has
been made which have been sent to five professors of various colleges and to five
employees of Ibibo for authentication. Under it I had done survey for the Ryde by Ibibo
on Integrated Marketing Communication & Competitive Analysis.
In brief, research design must
a) Clear statement of the research problem;
b) Procedure and techniques to be used for gathering information;
c) The population to be studied;
d) Methods to be used in processing and analyzing data.
42
Academic
Mr.Dinesh Golani
(Operation Manger)
Ms.Kushboo shrivastav
Mr.Ankit Goel
(Marketing Manager)
(Sales Manager)
Management
Ms.Shikha Beshet
Bhubaneshwar
Institute),
Questionnaire
The data collection tool for research was Questionnaire. The Questionnaire was sent to
around 150 person and have got revert from 50 targeted persons.
Important feature of research design as under interview and observation.
(i)
It is a plan that specifies the sources and types of information relevant to the
(ii)
research problem.
It is a strategy specifying which approach will be used for gathering and analyzing
(iii)
the data.
It includes the time and cost budgets since most studies are done under some
constraints.
43
Chapter -6
Data Analysis & Interpretation
Questionnaire
Carpooling in India
Competitive Analysis
New strategy for Ryde by ibibo
44
Interpretation of Questionnaire
People commute from home to workplace and using various types of
transportation.
I drive
I use public transport
I walk
I get a lift
I dont need to commute
(table.1)
S. No
Options
Total
Student Employee
A
B
C
D
E
I drive
I use public transport
I walk
I get a lift
I do not need to commute
30
13
2
2
3
10
2
1
1
2
20
11
1
1
1
(figure.2)
Interpretation: According to the survey more than 50% people commute by their own. By
segregating this percentage I found that more of the employees
vehicles.
Awareness of people regarding carpooling app.
45
Yes
No
Partially
(table.2)
S. No
A
B
C
Options
Yes
No
Partially
Total
35
5
10
Student
15
2
7
Employee
20
3
3
(figure.3)
Interpretation: As we can see in the above graph out of people 50 people 35 persons are
aware of the carpooling app and rests 15 persons are not aware so it can be suggested that
there is requirement for the marketing and advertisement.
Awareness of people about the app through various advertising tools
Through template
Through advertising banners
Through Radio
46
S. No
A
B
C
D
E
Options
Through template
Through advertizing banner
Through radio
Through phone call or Text
Any other way
Total
15
10
5
10
5
Students
5
3
1
2
2
Employee
10
7
4
8
3
(figure.4)
Interpretation: As we can see most of the people have come to know about carpooling
through template and phone call or text so the main focus should be on radio because the we
can get our target very easily.
Willingness of people to share their rides with others.
Yes
No
Occasionally
(table.4)
S. No
A
Options
Yes
Total
23
47
Male
17
Female
6
B
C
No
Occasionally
15
12
3
9
12
3
(figure.6)
Interpretation: Here I found that female has problems of sharing their rides with unknown
people as out of 21 female respondents 12 are not in favor of sharing rides with unknown
people.
Wither people had arrangement of carpooling.
S. No
Options
Total
Female
Male
A
B
31
11
9
3
22
8
48
arrangement
(figure.7)
Interpretation: Here I got two interpretations; one is that among 50 respondents only 8 were
unaware of car sharing arrangements. The other one is that mostly car sharing arrangements
were done on an informal basis. We concluded that mostly students are interested in sharing
car informally.
BlaBla
Tripda
Ryde by Ibibo
Uber
Any other app
(table.6)
S. No
A
B
Options
BlaBla
Tripda
Total
15
10
49
Student Employee
5
10
2
8
C
D
E
Ryde by Ibibo
Uber
Any other app
15
5
5
5
1
3
10
4
2
(figure.8)
Interpretation: According to this Bla Bla gave strong competition. Tripda is also having a
good number of customers for their ride. So we need to work harder to cut off the
competition.
Highly Satisfied
Satisfied
Neutral
Dissatisfied
Highly Dissatisfied
(table.7)
S. No
A
B
C
D
E
Options
Highly Satisfied
Satisfied
Neutral
Dissatisfied
Highly Dissatisfied
total
11
20
10
5
4
50
Students
2
4
7
1
3
Employees
9
16
3
4
1
(figure.9)
Interpretation: More than 50% are satisfied but still a huge number is not satisfied with their
current carpooling apps. So the chance of attracting them by creating new market strategy is
there.
Various reasons which have satisfied people.
Consumer satisfaction
Hire Prices
Refunding policy
All of them
None of the above
(table.8)
S. No
A
B
C
D
E
Options
Consumer satisfaction
Hire Prices
Refunding policy
All of them
None of the above
Total
9
22
6
4
11
51
Students
3
5
2
3
4
Employees
6
17
4
1
7
(diagram.10)
Interpretation: According to the survey the pricing strategy used by the carpoolers is
working really well as most of the people are satisfied just because of the hire prices.
High price
Disturbance
Drive is always late
Long route
None of the above
(table.9)
S. No
A
B
C
D
E
Options
High price
Disturbance
Drive is always late
Long route
None of the above
Total
11
9
12
13
5
52
Students
4
2
5
2
3
Employee
8
7
7
11
2
(figure.11)
Interpretation: Two drawbacks have pulled down the carpooling users which is long route
and drive reach late.
Yes
No
(table.10)
S. No
A
B
Options
Yes
No
Total
33
17
53
Students Employees
12
19
6
11
(figure.12)
Interpretation: In the above graph, majority of the employees responded in a positive way
while the number of student respondents was less as compared to employees for experiencing
new carpooling app.
To save time
(table.11)
S. No
A
B
Options
To save car ownership costs
To save fuel cost
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Total
17
13
Student
5
2
Employee
12
11
C
D
7
13
3
4
4
9
(figure.13)
Interpretation: Reasons for opting for car sharing was to save car ownership cost and a huge
number of employees opted for this.
S. No
A
B
Options
Yes I work for set hours
My hours are flexible
Total
39
11
55
Students Employees
9
30
5
6
(figure.15)
Interpretation: The above graph shows that the students responded by saying that they work
for set hours while the employees also responded the same.
Yes
No
May be
(table.13)
S. No
A
Options
Yes
Total
27
56
Students Employees
9
18
B
C
No
May be
11
12
8
4
3
8
(figure.16)
Interpretation: The outcome of this graph is that the employees answered by saying yes they
appreciate the concept of carpooling. More than 50% of respondents appreciate the concept
of carpooling.
No
Not sure
(table.14)
S. No
A
B
Options
Yes
No
Total
23
11
57
Students Employees
10
13
5
6
Not sure
16
(figure.17)
Interpretation: According to the survey, it can be a hit in India with proper strategies.
58
Rocket Internet-backed ridesharing service Tripda also launched its operations in India, in
November last year. Its worth noting that earlier this year, Tripda raised $11 million funding
from Rocket Internet and an undisclosed New York based ventures capital firm.
Earlier this month, car rental company Carzonrent, which operates EasyCabs, acquired the
rideshare startup Ridingo. At the time, Carzonrent had mentioned that it plans to scale the
ridesharing service to 250 cities over the next five years.
Source: car+sharing&espv
Ryde by Ibibo
59
Source: http://www.medianama.com/
Naspers owned online travel company IbiboGroup has launched a carpooling app
called Ryde, reports TechCircle. Unlike some of its competitors like BlaBlaCar and
Tripda, Ryde offers both intra-city and inter-city rides.
Passengers need to fill in a few details like travel route and time among others and
submit, following which a list of drivers offering rides for the selected route is
provided to the passenger. They need to select a particular driver, select the
preferred seat and make payment, after which they can chat with the driver to
decide a pick-up location. On the other hand, drivers need to enter details like
starting point, final destination and price per seat and publish the ride. On receiving
passenger requests, drivers can select the ones they like and at the end of the
journey the money is transferred to their account.
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Source: http://www.medianama.com/
Ryde allows users to check verified member profiles, send messages before or after
booking requests, send chat messages, and real-time tracking of the driver and
vehicle among others. Drivers can create custom preferences on waiting time,
detour, luggage size, music, and smoking among others. The app is currently
available for Android and iOS.
At present the service seems to be operational only in Delhi and a few neighboring
cities.
61
Source: http://www.medianama.com/
62
Source: http://www.medianama.com/
63
Company
Carpooling
Branding
Market share
Revenue
Supply chain
apps
Bla Bla
Bla Bla
High
High
High
Uber
Uber
Medium
Medium
High
Medium
Ibibo
Ryde by Ibibo
Medium
low
Low
Medium
Tripda
Tripda
Low
medium
high
High
Source: http://www.medianama.com/
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High
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Company Metrics
20 million members
After coming to India its members increase to 20.7 million
19 countries
Over 3 billion miles shared
An estimated 216 million saved by our drivers every year
An estimated 700,000 tons of CO2 saved
Average car occupancy 2.8 people (vs. 1.6 averages)
Over 5 million app downloads (iPhone and Android)
1, 800, 000 Facebook fans (all Facebook pages together)
After coming to India number of facebook fames increased to 2,768,666
300 employees
In 12 offices
India is the first stop in Asia, for the 10-year old company that has built an online community
of 10 million across 13 countries so far.
Last July, it received $100 million in funding from a slew of investors including Accel
Partners and Index Ventures, when it first announced its interest in emerging markets
including India, Brazil and Turkey.
Unlike taxi aggregators who have been asked to register as radio taxi operators, carpooling
services in India are not bound by regulation as yet. "We have spoken with the relevant
authorities and they have been encouraging about this," said Raghav Gupta, country manager
for Bla-BlaCar in India.
Experts said governments support carpooling as it helps reduce traffic on clogged Indian
roads, making it an attractive business for transport companies. While the private car owners
cannot make a profit out of car-pooling, commercial businesses that link car owners with
commuters can charge a fee.
66
"There is no such regulation that controls peer-to-peer ride sharing in India," said Jaspal
Singh, partner at Valoriser Consultants. "Ride-sharing for city-to-city segment is going to be
next game changer."
Source: www.blabla.com
Tripda
68
world. All of us here at Tripda are driven towards this objective of connecting people and
making trips to anywhere more efficient.
Our Goal, based on the principles of the Sharing Economy, is to make it easy for our
members to communicate so everyone wins drivers, passengers, and our society in general
and the environment. By offering a ride as a Driver, you can put your vehicle to better use,
saving both money and fuel. When taking a ride as a Passenger, you will also save money and
time. All this while doing your part to reduce the carbon emissions and the traffic on the
roads, plus youll also meet new people and exchange exciting tales and experiences!
So, what are you waiting for? Join us and make the world a smaller place while saving money
and the environment
Vision: A dynamic service company that succeeds through individual well being and high
organizational performance. The will focus on mutually beneficial smooth cost sharing
between car owners and passengers.
reduces expenditures, driving stress, traffic etc. Since the road transport infrastructure is
expected to improve drastically in future, this also manifests good prospects of carpooling
services if properly implemented and marketed.
3.0 Marketing
Well, the discussions in the meeting would have been around How do we go viral? Instead
of spending crores of marketing money on pushing traditional campaigns, Ryde should spend
the money on giving the consumers a first hand experience of the service to try out their
product. Nothing works better for the Indian consumer than a discount on a service they need.
Uber went heavy on referrals and the first thought was to target corporates asking them to
become Office Heroes. Since then Ubers referral marketing has evolved coupled with
heavy discounts and free rides
3.1 AMPLIFICATION
With their referral marketing in full flow, Ryde by Ibibo should decide to go full throttle and
amplify their launch with product development by launching new cars, building their
coverage, expanding in other cities and the gift of choice from a hatchback to a sedan to
luxury and finally even an auto rickshaw.
Ryde by Ibibo should be available for consumers when most needed which meant,
Ryde by Ibibo should deliver kites on Makar Sakranti, colors on Holi and cupcakes on
Rakhi.
Ryde by should even offer discounted rides to IPL matches and other key events.
Ryde should also offere to give mums a Mothers day makeover or lovers a ride in a
Ryde by Ibibo Chopper on Valentines Day.
Now, festival marketing is not new at all, but for a new entrant global cab Service Company
to appeal to consumers in the local context makes for a brilliant strategic move. The trick lies
in being able to do this subtly, something that most brands fail at.
6.2For Passengers
If youre a woman passenger looking for a trip only with women in the car, you can select the
Ladies Only filter in order to see all the rides that will obligatory have only women.
72
Chapter.7
Findings
Conclusion
73
Findings
The followings are the main findings of the study;
Vast marketing is useless without a proper strategy
Branding means customer satisfaction
Apart from four stages of life cycle of product the fifth stage can be pre introduction
For every product and service potential market exist
Sharpen Your Brand Look and Feel
Conclusion
Thus after going through entire report it can be concluded that, the only thing which can
make a product or service successful that providing to the right target audience in the place
and at the right place. Competitors can not be a threat for a product thus most of the
competitors can help in making market a better place. To implement integrated marketing
communication, it is essential for the organizations to communicate effectively with the
clients. You need to know how your products or services would benefit your end-users. The
more effectively you promote your brand, the more demand would it have in the market.
74
QUESTIONS
1. How do you usually commute to and from your workplace each day?
I drive
I use public transport
I walk
I get a lift
I dont need to commute
Yes
No
Partially
Through pamphlet
Through advertising banners
Through Radio
Through phone calls and texts
None of the above
Yes
No
Occasionally
5. Have you ever had a car sharing arrangement for your commute to and from
your workplace?
Bla Bla
Tripda
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Ryde by ibibo
Uber
Any other app
Highly Satisfied
Satisfied
Neutral
Dissatisfied
Highly Dissatisfied
8. Refer to Q. No 7, if you are satisfied than what are the reasons for it?
Consumer satisfaction
Hire Prices
Refunding policy
All of them
None of the above
9. Refer to Q. No 7, if you are dissatisfied than what are the reasons for it?
High price
Disturbance
Drive is always late
Long route
None of the above
Yes
No
11. What would be your primary reason for opting for car sharing?
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Yes
No
Not sure
77
References
1. http://www.medianama.com/
2.htto://www.ibibo.com
3.hhtp://www.Goibibo.com
4.http://car+sharing&espv
5.http://BlaBla.com
6. Kotler, Philip & Zaltman, Gerald (July 1971).
7. 9www.shakehandwithlife.blogspot.com
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