Download - Team Albatross_Group A_02
PowerPoint Presentation
Round Two: Product Launching
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TTaxi Request Service
The Problem
The Solution
Logo & Tagline
Logo Tagline
Marketing Mix
Product
Product
Place Initial Phase
Price
DhanmondiBashundhara17 Kilometers.First 5KM= Tk.80 Next 12KM (10*12)=Tk120Total Price=Tk.200
Price
RIDE75% of Fare25% of Fare
Promotion
Technology-Savvy Customers
Non-Technology-Savvy Customers
People
Car owners & Passengers
Customer manager
App Developer
Analytical Framework
Current ProductNew ProductCurrent MarketMarket PenetrationProduct DevelopmentNew MarketMarket DevelopmentDiversification
ANSOFFS MATRIX
Porters Five Forces
Competitive Analysis- Jaatra VS Taxi/CNG
LicenseFareTaxi supplyRegulationsUnsafeCostlyComplexGov.Taxi Firm
Low customer satisfaction
Competitive Analysis- Jaatra VS Khep Service
, ! Not LegalNot Safe
Segmentation & Targeting
SegmentationGeographic SegmentationAreaUrbanSemi UrbanSemi RuralRural
Demographic SegmentationAgeAdults18-35Middle Aged35-45Aged45 above
Income SegmentationProfessionsStudentsCorporatesService HolderOthersIncome(taka)1,000-5,00020,000 above10,000 aboveVaries
TargetingGeographic SegmentationAreaUrbanSemi UrbanSemi RuralRural
Demographic SegmentationAgeAdults18-35Middle Aged35-45Aged45 above
Income SegmentationProfessionsStudentsCorporatesService HolderOthersIncome(taka)1,000-5,00020,000 above10,000 aboveVaries
Value Proposition
Integrated Marketing Communication
Strategy 123
Launching JAATRA
Launching JAATRA
Implementation
Launching JAATRA
Implementation#JaatraSelfie
Launching JAATRAEvaluation & Monitoring
EasySafe
CheapPromotional Activities
Strategy 123
Promotional Activities
Its so easy now even a kid can book a car!
Strategy 123
Promotional Activities
Its so easy that even your granny can book a car!
Strategy 123
Promotional Activities
, !
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We care about you both!
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Promotional Activities
Transparent Verification ProcessDetailed Information in the FormIntensive Background CheckService Provider ProfileService Receiver Profile
Promoting Safety
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Or ?Promotional Activities
Switch to Today!
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Between traffic updates and news of Radio Today, Foorti and others. Promotional ActivitiesRadio Advertisement
Promotional Activities
Grab a bus or grab a ride from us?
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Strategy 123
Promotional Activities
Strategy 123
Promotional Activities
Strategy 123
Promotional Activities
Strategy 123
Promotional Activities
Easy.Cheap.Safe
Promotional Activities
Strategy 123
Promotional Activities
EasyCheapSafe
Strategy 123
Promotional Activities
In corporate areas
Strategy 123
Promotional Activities
Digital Plan
Promotional Activities
Facebook PageFacebook Page for JaatraFacebook ads for target market
Promotional Activities
Ads on Android/iOS Apps
Easy.Cheap.Safe.Promotional Activities
Twitter AccountRegular Tweets Tweet about latest Promotional news
Promotional Activities
Timeline
ActivitiesSeptOctNovDecJanFebApp DevelopmentLaunching JAATRAActivation BoothsRadio AdvertsOnline Promotion BillboardsNewspaper Supplement Ads
Financial Viability
BudgetingProduct Launching BDT.App development150,000web development50,000Billboard 700,000News paper suppliment Ad50,000Bus Stop Promotion300,000Fliers6,000Social Media Promotion4,000Air Baloon 10,000Guerilla Marketing200,000Total1,470,000
Event Launching BDTOnline promotion4,000Radio200,000Activation Booth10,000Free ticket (Car Provider)25,000Free ticket (Passenger)5,000Total244,000
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BudgetingHuman ResourceLaunching Employees (1 time) BDT.Regular employees (Monthly) BDT.Activation Regulators (4 employees)4x5000=20,000Technical support (1 employee)1x20,000=20,000Booth Volunteers (8 employees)8x500=4,000Call center (5 employees)5x5000=25,000Total24,000Total45,000
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Break Even AnalysisExpected Break even in 3.4 years
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Return On InvestmentROI= (20,00,000-17,83,000)/17,83,000 = 0.1217 =12.17%
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Future Goals
Future GoalsExpansion to other parts of Dhaka
Expanding to Chittagong & Sylhet
Acquiring own vehicles for emergency/premium services
Cheaper, Easier and Safer Commuting
Creativity is key and innovation is the product of the whole idea.Take Away
Thank You