The Marketing mix of Taxi for Sure analyses the 7Ps of Taxi for Sure, which includes the Product, Price, Place, Promotion, People, Physical Evidence, and Process of Taxi for Sure. Taxi for Sure is a service provider associated with the technology and logistics industry as it deals with transport facilities. It is a private company of Indian origins founded by its co-owners Raghunandan G and Aprameya Radhakrishna. Ola Cabs acquired Taxi for Sure in March 2015, making it a subsidiary of its parent company, ANI Technologies Pvt Ltd. It faces competition from several companies, some of them are as follows-
- Meru Cabs
- Easy Cabs
- Uber Cabs
- Unauthorized Service Providers
- Carpooling Services
About Taxi For Sure
- Type: Online cab booking platform
- Industry: Transportation
- Founded: June 2011
- Founder: Aprameya Radhakrishna and Raghunandan G
- Headquarters: Bengaluru, India
- Area served: India
- Key people: Pallav Singh, CEO
- Number of employees:1000
Table of Contents
Taxi For Sure Product Strategy
Taxi For Sure is a cab aggregator that runs on the operator-based model. It is a technology-based organization that brings existing taxi companies and commuters under one umbrella. The company had tremendous potential because it was the first industry to offer Nano services and later started Auto services.
Taxi for Sure became the fastest-growing technology company related to taxi-hiring facilities. It used technology that offered travelers convenient and easy options for commuting. Taxi for Sure partnered with other taxi companies and aggregators and worked towards making its business model asset-light. It undertook a strategic approach that was held together with cutting-edge technology to ensure customers had a good ride.
- City Taxi Service: This was the core service of Taxi For Sure, offering city taxi rides that could be booked via a mobile app, website, or a phone call. The service targeted daily commuters, office-goers, and those needing quick and convenient travel within the city.
- Airport Transfer Service: Specialized airport pick-up and drop-off services were also provided. This service was popular among travelers who needed reliable transportation to and from airports.
- Rental Services: Taxi For Sure offered car rental services for longer durations, such as for outstation trips or day-long bookings. This service was aimed at customers who needed a vehicle for an extended period, whether for travel outside the city or for various errands in the town.
- Variety of Vehicle Options: The company provides various vehicle options to suit customer needs and budgets. This included budget taxis, standard sedans, and luxury vehicles.
- Corporate Services: Taxi For Sure also catered to corporate clients, offering services like employee transportation solutions, which included daily commute options and travel solutions for corporate events.
- Technology Integration: A significant part of their product mix was the technology platform, which included a user-friendly app and website for easy booking, tracking, and payment.
- Customer Support and Services: Customer support and assistance for booking, journey-related issues, and post-ride services.
Taxi For Sure Pricing Strategy
- Affordable Pricing: They positioned themselves as an economical option in the market, attracting a wide range of customers seeking cost-effective travel solutions.
- Dynamic Pricing Model: Their pricing strategy was adaptable, allowing them to stay competitive in a rapidly changing market.
- Penetration Pricing Post-Acquisition: After being acquired by Ola, Taxi For Sure adopted the pricing policies of its parent company, focusing on penetrating the market further.
- Customer-Oriented Approach: The pricing was reasonable to ensure customer loyalty and attract a more extensive customer base.
- Balanced Driver Compensation: Even with affordable customer pricing, the company maintained reasonable driver compensation rates, balancing profitability with fair remuneration.
Taxi For Sure Place Strategy
The place strategy, marketing, promotion, and business side of Taxi For Sure was focused on expanding its reach and ensuring accessibility to a broad customer base:
- Pan-India Presence: Taxi For Sure had a broad reach across India, serving multiple cities, including major ones like Delhi, Kolkata, and Bengaluru.
- Headquarters in Bengaluru: The company’s primary operations were based in Karnataka, a strategic location for managing its nationwide services.
- Extensive Distribution Network: Taxi For Sure built a robust distribution system with a large fleet of vehicles and numerous drivers, enabling it to cover a vast geographical area.
- Rapid Expansion: The company experienced rapid growth by hiring skilled staff and focusing on efficient service delivery.
- Post-Acquisition Integration with Ola: After being acquired by Ola Cabs, Taxi For Sure’s services expanded further through Ola’s network, providing more comprehensive coverage across India.
Taxi For Sure Promotion Strategy
Taxi for Sure has descriptive marketing taglines like Your marketing mix of Taxi for Sure has arrived and U drink V drive. It has used numerous marketing plans to get consumers and maximize its brand awareness in the consumer market. Taxi for Sure has launched ad campaigns via social media platforms on Facebook, Twitter, Instagram, and YouTube. It also relies heavily on mouth publicity marketing.
As part of its promotional price strategy, the company announced its prices with revised rates of rupees 49 for starting 4 km and Rs. 14 for every km from there onwards. It maintained old rates and prices for its drivers. Hence, a driver was paid rupees 200 for starting 10 km even if he offered a 4 km ride to a passenger. Taxi for Sure launched Taxi for Sure Driver’s Finishing School in Bengaluru to guide drivers in the emotional and behavioral quotient.
Some Recent Video ads and Print ads for Taxi for Sure are:
Taxi For Sure People Strategy
The “People” aspect of the service marketing mix is crucial for service-based businesses like Taxi For Sure because it directly involves the interaction between the service provider and the customers. For companies and brands such as Taxi For Sure, which operates in the highly competitive ride-hailing market, their people’s quality of interactions and service can significantly impact customer satisfaction, purchase, and loyalty. Here are some key points regarding the “People” component of Taxi For Sure’s service marketing mix:
- Professional and Trained Drivers: Taxi For Sure strongly emphasizes recruiting drivers with good driving records, professionalism, and a friendly attitude. They undergo rigorous training sessions to ensure safety, customer service, and knowledge of local routes.
- Customer Service Representatives: The company employs dedicated customer service representatives to handle bookings, inquiries, and complaints. These individuals are trained to provide prompt and courteous service to enhance customer satisfaction.
- Employee Satisfaction and Retention Strategies: Recognizing the importance of satisfied employees in delivering exceptional service, Taxi For Sure implements strategies for employee satisfaction and retention. This includes fair compensation, exceptional service rewards, and professional growth opportunities.
- Feedback Mechanisms: Taxi For Sure has established systems for collecting and acting on customer feedback. This feedback directly influences driver training programs and helps the company improve its service.
- Diverse Workforce: The company strives to maintain a diverse workforce to cater to the needs of its varied customer base. This includes hiring drivers from various backgrounds and with different languages to serve all customers’ needs better.
- Safety Measures: The people at Taxi For Sure are trained to prioritize safety above all. Drivers are equipped with the knowledge and tools to ensure the safety of passengers, including adherence to traffic rules, vehicle maintenance checks, and emergency response protocols.
- Technology Support Staff: To support its app-based booking system, Taxi For Sure employs a team of IT professionals who ensure the smooth functioning of its booking platform, GPS tracking, and payment systems. This team is critical in addressing any technological issues drivers or customers may face.
- Leadership and Management Team: The strategic direction and company culture are shaped by its leadership. Taxi For Sure’s management team focuses on innovation, customer satisfaction, and sustainable growth. They play a pivotal role in decision-making processes, setting service quality standards, and employee performance.
Taxi For Sure Process Strategy
The “Process” element of the service marketing mix refers to the procedures, mechanisms, and flow of business activities by which services are consumed. For service provider Taxi For Sure, an efficient, customer-friendly process is essential to ensure customer satisfaction and maintain a competitive advantage. Here are key points detailing the process aspect of service provider Taxi For Sure’s service marketing mix:
- Booking and Dispatch System: Taxi For Sure utilizes an easy-to-use mobile app and website for booking rides. Customers can book a ride in just a few taps, specifying their pickup location, destination, and type of vehicle preferred. The system then dispatches the nearest available driver to the customer, optimizing for quick pickup times.
- Ride Tracking: Customers can track the location of their assigned vehicle in real time through the app once a ride is booked. This feature enhances the transparency and safety of the service, providing customers with peace of mind while they wait.
- Payment Process: Taxi For Sure offers multiple payment options, including cash, credit/debit cards, and digital wallets. The process is integrated into the app for convenience, allowing seamless payment at the end of the ride. Digital receipts are sent to customers via email or can be accessed within the app.
- Customer Support and Feedback: The process includes dedicated customer support that can be reached through the app, website, or phone. After each ride, customers are encouraged to rate their experience and provide feedback, which is crucial for continuous improvement.
- Driver Onboarding and Training: Drivers must undergo a thorough onboarding process, including background checks, vehicle inspections, and training sessions. The training covers customer service, safe driving practices, and using the Taxi For Sure app, ensuring drivers are well-prepared to provide excellent service.
- Safety Protocols: Taxi For Sure has implemented several safety protocols within its process, including SOS buttons in the app for emergencies, sharing ride details with trusted contacts, and regular audits of drivers and vehicles to ensure compliance with safety standards.
- Cancellation and Refund Process: The company has a clear cancellation policy that allows customers to cancel a ride within a specific timeframe without penalty. In cases where charges are applicable, the process for disputes and refunds is straightforward and customer-friendly, ensuring satisfaction.
- Dynamic Pricing Strategy: The pricing may vary based on demand, time of day, and traffic conditions. This dynamic pricing strategy is transparently communicated to customers during booking, ensuring they know the exact fare before confirming their ride.
- Driver Performance Monitoring: Taxi For Sure continuously monitors driver performance through customer ratings and feedback. This process helps maintain high service quality and address any issues proactively.
Taxi For Sure Physical Evidence Strategy
The “Physical Evidence” component of the industry and service marketing mix plays a crucial role in shaping perceptions of brands and providing consumers with tangible proof of service quality, especially in services like Taxi For Sure, where the physical aspect of the service delivery is integral to the customer experience. Here are key points regarding the physical evidence aspect of Taxi For Sure’s service marketing mix:
- Branded Vehicles: Taxi For Sure’s vehicles often feature visible branding, including the company logo and colors, making them easily recognizable to customers. This visual branding is physical evidence of the company’s presence and professionalism.
- Clean and Well-Maintained Cars: The condition of the vehicles is a critical form of physical evidence. Taxi For Sure ensures that all cars are clean, well-maintained, and comfortable, directly impacting the customer’s perception of the service quality.
- Driver Uniforms: Drivers may wear uniforms or carry ID badges bearing the Taxi For Sure logo, contributing to a professional image and making it easy for customers to identify their driver among the crowd.
- Mobile App and Website: The design and functionality of Taxi For Sure’s mobile app and website are crucial forms of physical evidence. A user-friendly interface, ease of navigation, and the overall aesthetic of these platforms significantly influence the customer’s service experience.
- Payment Receipts: Digital or physical payment receipts provide customers with proof of transaction and details of the ride, serving as a record of the service provided.
- Customer Feedback System: The integrated customer feedback system in the app, where customers can rate their rides and provide comments, is physical evidence of the company’s commitment to quality and continuous improvement.
- Safety Features: Physical evidence of safety measures, such as in-car safety instructions, the SOS button in the app, and vehicle safety equipment (like first-aid kits and fire extinguishers), reassures customers about their well-being during the ride.
- Marketing Materials: Promotional materials, including brochures, business cards, and advertisements that feature Taxi For Sure’s services, offers, and contact information, serve as physical reminders of the brand and its offerings.
- Office or Kiosk: In some locations, Taxi For Sure may have physical offices or kiosks where customers can book rides or get assistance. These physical locations reinforce the brand’s presence and provide customers with a tangible point of contact.
- Social Media Presence: Although not physical in the traditional sense, a strong and engaging social media presence is tangible evidence of the brand’s activity, customer engagement, and responsiveness to feedback and inquiries.
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