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.
Chapter – 4
Objective, Scope & Limitations of the Study
Data collection method
Sampling plan, sample size & sample method
Objectives of the Study
To understand and evaluate the concept of carpooling schemes, operational in NCR.
To estimate the potential of take of carpooling app in NCR and understand their characteristics.
To explore the concept of carpool in NCR.
To develop a competitive analysis of various carpooling app with respect to Ryde by Ibibo in NCR.
To develop a comprehensive integrated marketing strategy for Ryde by Ibibo in NCR.
Scope of the Study
The study was conducted at “Ibibo” during the period of two months, i.e. in June & July, 2017.
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 wasn’t able to go far for the study
Level of Sincerity among the respondents was missing
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.
Data Collection Tools-
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 research problem.
(ii) It is a strategy specifying which approach will be used for gathering and analyzing the data.
(iii) It includes the time and cost budgets since most studies are done under some constraints.
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.
Shake hand with Life Quality: A Parameter of Customer Satisfaction Page 9www.shakehandwithlife.blogspot.com
Chapter – 5
Data Analysis & Interpretation
Data Analysis & Interpretation
People commute from home to workplace and using various types of transportation.
I use public transport
I get a lift
I don’t need to commute
S. No Options Total Student Employee
A I drive 30 10 20
B I use public transport 13 2 11
C I walk 2 1 1
D I get a lift 2 1 1
E I do not need to commute 3 2 1
Interpretation: According to the survey more than 50% people commute by their own. By segregating this percentage I found that more of the employees commute by their own vehicles.
Awareness of people regarding carpooling app.
S. No Options Total Student Employee
A Yes 35 15 20
B No 5 2 3
C Partially 10 7 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 advertising banners
Through phone calls and texts
None of the above
S. No Options Total Students Employee
A Through template 15 5 10
B Through advertizing banner 10 3 7
C Through radio 5 1 4
D Through phone call or Text 10 2 8
E Any other way 5 2 3
Ryde by Ibib
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.
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.
SWOT Analysis of Ryde by Ibibo
PEST Analysis of Ryde by Ibibo
New Strategy for Ryde by Ibibo
Mission: To make carpooling (Ryde by Ibibo) safe, secure, reliable, and advantageous to all travellers. In long term “Ryde by Ibibo” will be the most preferred brand for carpooling services in India.
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.
Objectives: Ryde by Ibibo will have three main objectives:
Profit: To generate sufficient profit to finance future growth and to provide the resources needed to achieve the other objectives of the company and its owner.
Growth: To grow the business at a rate that is both challenging and manageable, leading the market with innovation and adaptability.
Social: To be an intellectual and social asset to the community and environment. (Contribute 5 hours per week as volunteer; contribute 5% of pre-tax profits to charity)
Keys to Success: The Keys to Success for “Ryde by Ibibo” are:
Marketing and Networking (Getting the name out there).
Responsiveness (Fast response time).
Quality (Verifying each member to make sure a smooth and comfortable ride for all customers).
Relationships (Developing loyal repeat customers – retainers).
1.0 Industry Analysis
Transport sector in India is vast and diverse. It serves the needs of 1.1 billion people. In 2010, this sector contributed 6.4 percent to the country’s GDP, with road transportation alone contributing 5.4%. Good transport network in the urban and rural areas is necessary for economic growth.
Since the time India liberalized its economy, its growing economy has seen a consistently sharp rise in demand for transport infrastructure and connected services.
Roads are the major means of transportation in India. This mode carries approximately 90 percent of the country’s passenger traffic and 65 percent of freight. India’s highway network with density at 0.66 km of highway per square kilometre of land – is similar to that of the United States with density of 0.65 of highway per square kilometre of land and much greater than China’s (0.16) or Brazil’s (0.20).
However, most of the Indian highways are congested, narrow and have poor surface quality. In India, transport requirements have risen at a rate considerably higher than the rate of growth of the economy and road transport has strikingly grown fastest. Since the economy of the country still has a huge potential for growth, road transport is expected to grow manifolds.
A large portion of passenger traffic in road transport is of commuters and tourists. Commuters include both the people travelling to work and the people travelling for academics. As per a recent survey by Regus, a leading global workplace solutions provider, 26% of commuters in India travel over 90 minutes per day while this number is 20% globally. In India, about 16% of all commuters drive to work on their own. Car use is on average with 67 per cent of respondents driving to work. This number is 64% globally.
These figures indicate that there is a huge potential for carpooling among the commuters. On the other hand, people travelling on one-off trips can also benefit from carpooling as it 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.
2.0 Target Market
Ryde by Ibibo Primary Target Market will be Indian Metropolitan cities like Delhi-NCR, Mumbai, Bangalore, Chennai, Hyderabad etc. where there is high density of working population. We will also target one time travellers like tourists to various places who can create one-off pools. Our secondary market will be other global cities with high traffic density like Beijing, Shanghai, Singapore, and New York etc.
2.1 Market Analysis
The potential market size has been determined by analysing the probable benefit to a prospective car-pooler.
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 Uber’s referral marketing has evolved coupled with heavy discounts and free rides
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.
3.2 Special occasions
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 Mother’s day makeover or lovers a ride in a Ryde by Ibibo Chopper on Valentine’s 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.
3.3 Strategic partnerships
After all the right hooks and levers were pulled and things were moving north, you need to keep doing a little something to stay there. Now this should be the key and the most impressive part of Ryde by Ibibo strategy. The partnerships with other popular products and services that Ryde by Ibibo will not only crack the intelligent but also path breaking in the start-up ecosystem.
4.0 Ladies Option
To make women drivers and passengers feel more comfortable and safe, besides all our other safety measures, we should also offer the Ladies Only option.
This option will allow women to travel only with other women. This way, it is possible do develop a bigger sense of trust among women who travel alone or with company and allow them to utilize our service with more tranquility.
6.1 How it works
If you’re a woman driver and want to offer a ride to other women only, you will find the option “Ladies only” when you create a trip. Selecting this option, only girls can ask for a ride with you.
If you’re 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.