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


Its so easy that even your granny can book a car!

Strategy 123


, !

8855

We care about you both!

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Transparent Verification ProcessDetailed Information in the FormIntensive Background CheckService Provider ProfileService Receiver Profile

Promoting Safety

8855

Or ?Promotional Activities

Switch to Today!

8855

Between traffic updates and news of Radio Today, Foorti and others. Promotional ActivitiesRadio Advertisement


Grab a bus or grab a ride from us?

8855

Strategy 123


Strategy 123


Strategy 123


Strategy 123


Easy.Cheap.Safe


Strategy 123


EasyCheapSafe

Strategy 123


In corporate areas

Strategy 123


Digital Plan


Facebook PageFacebook Page for JaatraFacebook ads for target market


Ads on Android/iOS Apps

Easy.Cheap.Safe.Promotional Activities

Twitter AccountRegular Tweets Tweet about latest Promotional news


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

team albatross_group a_02

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