Question:
Discuss about the Marketing Strategy Recommendations for Positioning Statement.
Shebah is the first and the only rideshare service in Australia which is completely female oriented as its offers ride services to the women and children and the service providers i.e. the drivers are also female members of the society. The service was launched in the year 2017, March on the occasion of International Women’s Day which worked through a mobile application and is one of the most popular and used applications in Australia. The services started with the aim of offering a convenient and safe transportation to female members of the society (Shebah, 2017). The report will present the marketing strategy and recommendations for the marketing plan for the selected organisations, Shebah highlighting the target market and positioning statement, marketing strategy recommendations and a brief conclusion.
The target market of Shebah is Australia as there are several regions of Australia which are still deprived of the services of Shebah. The key target market is the female customers as the main aim of the company is to offer ride services to only the female members of the society as well as the children. The target market comprises of those female individuals who are in a need of cabs on an instant basis for their day to day work. Therefore, the key target market so the female users and various regions of Australia including Perth, Darwin and Adelaide and may more regions (Chan, et al., 2016).
The positioning statement of Shebah is to evolve the manner in which the world moves for making the destinations more accessible and offering a more secure and safe rides to the female members of the society by having female drivers at first time in Australia. Thus, the positioning statement of Shebah is not only to offer transportation services to the females but also to have a better society with decreased rate of crimes by providing a secure travelling experience to the women of Australia (Sharma and Das, 2017).
As a marketing product strategy, the company will be taking use of various different cab facilities in terms of seat availability and cab model. There will be available three kinds of cab facilities to the women comprising of luxury which will be comprised of premium car models whose charges will be a little high in comparison with other models of cabs, the second will be the Shebah X category which has a capacity of more than 4 people but up to 7 people. This is the second range but focusing upon the seat capacity of the cans for more number of travellers. The third is the Shebah Micro range of cabs which is for maximum 4 people which has comparatively a lower price range than other two varieties of cabs offered by the company (Jing and OUYANG, 2016). Making available the services in variant ranges is the product strategy of the company so that every kind of individuals can be the customer of Shebah according to their specific needs and requirements as well as affordability. To compete with other companies offering cab services, there is a need to have such product marketing strategy which can offer a diverse set of services to the women so that they can be the reliable customers of Shebah and use the services on a regular basis (Bashir, Yousaf and Verma, 2016).
The marketing strategy recommendation in respect with the price strategy, there are offered diverse set of prices to the customers. Shebah will offer three different set of prices as per the three different cab services offered by the company. The highest range of prices will be quoted when the customers book a luxury car i.e. the premium class cars. The second range is of the Shebah X which is also a little high in nature because of the seat capacity offered by the car. And the most affordable and nominal prices are quoted for the cars i.e. the micro range of cabs of Shebah which is also the most commonly used cab service by the customers on a regular basis. There are also price based marketing strategies will used by the company i.e. offering ride services on discounted prices on various occasions such as Christmas day, new year and various other national occasions of Australia (Khan, 2014). There is one more price marketing strategy i.e. a fixed fair strategy in which the consumers had to pay a fixed fair for a minimum of ten kilometres of distance. If the users have to go to a destination which is less than ten kilometres then they had to pay a fixed fair. Such price strategy helps in having an increased customer base who wants to travel a long destination (Sun, et al., 2017).
The marketing mix place strategy of Shebah will be providing the can services in many distant locations so that the women can have a safe travelling experience. Earlier there fare limited places where the cab services are offered but now there will be provided services out of some cities too so as well as on the basis of time or hourly basis with a fixed rent. This will help in getting booking for the cans for several out of city locations and increasing the market share and user base. There will be also availability of cabs 24*7 on all the covered locations in Shebah so that the users can have a better and easy access to the cabs on an instant basis (Paraboschi, Santi and Ratti, 2015).
The marketing mix promotional strategy are the most vital strategy for the company as the more promotion and advertisement of the services will be the increased customer base and market share will be acquired by Shebah. The promotional strategies used by the company will be the “discounts on referral” which means that when any existing user of Shebah will refer the cab services to any other new user, than after the first ride of the new user with a referral code will get a discount on the cab after of fifty percent to both the existing as well as the new user. It is one of the most significant marketing strategies for fetching the attention of the new users and attaining increased customer base (Wood, et al., 2017). The other promotional strategy will be various discounts to the users who take continuous or regular use of the services such as women taking the use of cabs for going their office or workplace on a daily basis. They will be offering regular discount coupons (Parker, Van Alstyne and Choudary, 2016). The one of the best promotional strategy which will be used by Shebah is the use of social media platforms for advertising and promoting the services such as Facebook, Instagram, YouTube, Twitter, etc. All these social media platforms are the best place for the promotion as there will be display of advertisement on these platforms as well as by linking the account of the user to any of the account of these social media websites, the customers will be getting more discounts on their rides. The other promotional marketing strategy will be advertisements in newspapers, on televisions and taking sue of hoardings (Baker, 2014). The existing customers will also be getting the promotional messages on their linked emails so that they acne be aware of the services, discounts and various other offers provided by the company. All these promotional strategise will help Shebah in getting an increased customer base and higher brand visibility (Rayle, et al., 2014).
Conclusion
There is a vital significance of the marketing strategy recommendations to have a successful marketing plan and have increased customer base for the services and products. From this report, it can be concluded that there are various marketing strategy recommendation in respect with product, price, place and promotion which can be sued by Shebah for promoting its cab services. If the company will take use of these marketing strategies recommendations then there are increased chances of having upsurge revenues and extended market share. It can also be concluded that strategy recommendations such as promotional strategise can help Shebah in attaining strong market visibility and brand recognition. With the use of price strategies, there can be gained an increased customer base even from the competitors too by fetching the attention of the users through discounted prices. It is also concluded that with the various strategies in respect with product and place, Shebah can gain a more developed user base as availability of cans on unusual time and at distant places will give an increased target market to the company and also help in performing a successful implementation of the marketing plan.
Reference List
Baker, M.J., 2014. Marketing strategy and management. Palgrave Macmillan.
Bashir, M., Yousaf, A. and Verma, R., 2016. Disruptive business model innovation: How a tech firm is changing the traditional taxi service industry. Indian Journal of Marketing, 46(4), pp.49-59.
Chan, J.W., Chang, V.L., Lau, W.K., Law, L.K. and Lei, C.J., 2016. Taxi App Market Analysis in Hong Kong. Journal of Economics, Business and Management, 4(3).
Jing, Z.E.N.G. and OUYANG, F., 2016. Designing a Mixed Carpool Mechanism on the Online Cab Service. DEStech Transactions on Engineering and Technology Research, (ssme-ist).
Khan, M.T., 2014. The concept of’marketing mix’and its elements (a conceptual review paper). International journal of information, business and management, 6(2), p.95.
Paraboschi, A., Santi, P. and Ratti, C., 2015. Modeling Urban-level Impact of a Shared Taxi Market. In The 14th International Conference on Computers in Urban Planning and Urban Management.-2015.-P. Paper (Vol. 305).
Parker, G.G., Van Alstyne, M.W. and Choudary, S.P., 2016. Platform revolution: How networked markets are transforming the economy–and how to make them work for you. WW Norton & Company.
Rayle, L., Shaheen, S., Chan, N., Dai, D. and Cervero, R., 2014. App-based, on-demand ride services: Comparing taxi and ridesourcing trips and user characteristics in san francisco university of california transportation center (uctc). UCTC-FR-2014-08.
Sharma, K. and Das, S., 2017. Service Quality and Customer Satisfaction-With Special focus on the Online Cab Industry in India. International Journal of Business and Management, 12(7), p.192.
Shebah, 2017. About. Accessed on: 31st October, 2017, Accessed from: https://shebah.com.au/about/
Sun, Z., Yu, M., Zeng, J., Wang, H. and Tian, Y., 2017. Assessment of the Impacts of App-based Ride Service on Taxi Industry: Evidence from Yiwu City in China (No. 17-06426).
Wood, Z., Parry, G., Carruthers, J. and Rose, K., 2017. Assessing the impact of digital innovations in the London transportation network.
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