Summer Internship Project Report

Integrated Marketing Communication

&
Competitive Analysis

Submitted in the partial fulfillment of the degree of Masters of Business Administration

of Ansal University Sector 55, Gurgaon

Under the guidance of:

Submitted by:

Dr. Pratika Mishra Tripathi

Abdul fatah
14001729

Acknowledgement
The internship opportunity I had with GoIBIBO was a great chance for learning and
professional development. Therefore, I consider myself as a very lucky individual as I was
provided with an opportunity to be a part of it. I am also grateful for having a chance to meet
so many wonderful people and professionals who led me though this internship period.
I take this opportunity to express my profound gratitude and deep regards to my guide
Dr. Pratika Mishra Tripathi for her exemplary guidance, monitoring and constant
encouragement throughout the course of this thesis. The blessing, help and guidance given by
her time to time shall carry me a long way in the journey of life on which I am about to
embark.
Bearing in mind previous I am using this opportunity to express my deepest gratitude and
special thanks to the MD Ashish kyshap who in spite of being extraordinarily busy with
her/his duties, took time out to hear, guide and keep me on the correct path and allowing me
to carry out my project at their esteemed organization and extending during the training.
I express my deepest thanks to Mr. Dinesh Golani, Operation manager for taking part in
useful decision & giving necessary advices and guidance and arranged all facilities to make
life easier. I choose this moment to acknowledge his contribution gratefully.
It is my radiant sentiment to place on record my best regards, deepest sense of gratitude to
Mr. Ankit sharma, Marketing manager, Mr. Akilish singh, business developer, Mr. Ankur
Sharma sales manager for their careful and precious guidance which were extremely valuable
for my study both theoretically and practically.
I perceive as this opportunity as a big milestone in my career development. I will strive to use
gained skills and knowledge in the best possible way, and I will continue to work on their
improvement, in order to attain desired career objectives. Hope to continue cooperation with
all of you in the future,
Sincerely
Abdul Fatah
2

Certificate of Internal Guide

This is to certify that the project title Integrated Marketing Communication and Competitive
analysis At Ibibo is a bonafide work carried out by Abdul fatah a candidate for the award of
Master of Business Administration of Ansal University, Gurgaon under my guidance and
direction.

Signature of guide
Date:

Name: Dr.Pratika Mishra

Place:

Designation:

TABLE OF CONTENT
S. No

Chapters

Page No.

Introduction

Objectives, Scope, & Limitations

11

About the Company

13

Theoretical Perspective

31

Research Methodology

41

Data Analysis & Interpretation

44

Findings & Conclusion

72

Questionnaire

74

References

77

Chapter-1
Importance of Integrated Marketing Communication in
Tour & Travel Company
Introduction of Study

Importance of Integrated Marketing Communication in

Tour & Travel Company
Integrated marketing communication plays an integral role in communicating brand message
to a larger audience. Integrated Marketing communication helps in integrating all essential
components of marketing to communicate similar message to potential and existing endusers.
Integrated marketing communication goes a long way in creating brand awareness among
customers at a minimal cost. Integrated marketing communication is essential not only for
business to business marketing but also for direct interaction with customers. Organizations
implementing integrated marketing communication not only successfully promote their
brands among target audience but also develop trust among them who would always stick to
their brands, no matter what. Through integrated marketing communication, similar message
goes to customers simultaneously, eventually creating a better impact on them. Believe me,
the end-user does not even think of buying Brand B, if features and benefits of Brand A are
communicated well to the end-users. Integrated marketing communication is more effective
as it carefully blends various marketing tools such as advertising, public relations, direct
marketing and so on.
Integrated marketing communication scores over traditional ways of marketing as it focuses
on not only winning new customers but also maintaining long term healthy relationship with
them. Integrated marketing communication ensures two way dialogues with customers - a
must in all business. Customer feedbacks need to be monitored well if you wish to survive in
the long run. Remember, their feedbacks are valuable and need to be evaluated carefully.
Gone are the days when marketers used to rely only on advertising and simple promotions to
make their brand popular among end- users. In the current scenario of cut throat competition,
marketers need to promote their brands by effectively integrating relevant marketing tools for
better results and increased productivity. Integrated marketing communication plays an
essential role in delivering a unified message to end-users through various channels and thus
has better chances of attracting customers. A single message goes to customers across all
marketing channels be it TV, Radio, Banners, hoardings and so on. Integrated marketing
communication ensures the brand (product or service) is an instant hit among end-users. It
also develops a sense of attachment and loyalty among end-users.
Marketers do not also have to think really hard as to which marketing tool is really effective
in creating brand awareness. Integrated marketing communication saves time which is often
6

lost in figuring out the best marketing tool. Through integrated marketing communication,
marketers can smartly blend and integrate all marketing tools for better response. In a
laymans language integrated marketing communication provides a wide range of options
which help marketers connect easily with their target customers. Integrated marketing
communication ensures that the customer gets the right message at the right place and right
time. Integrated marketing communication uses several innovative ways to promote brands
among customers such as newspaper inserts, hoardings and banners at the most strategic
locations, pamphlets, brochures, radio or television advertisements, press releases, discount
coupons, loyalty clubs, membership clubs, PR Activities, sales promotional activities, direct
marketing initiatives, social networking sites (Face book, Twitter, Orkut) blogs and so on.

Introduction of Study
Under this project, I was doing varies promotion activities for promoting of the Ryde by
Ibibo. The basic motion was to aware people regarding the service and convenience them to
use the service, for this purpose I was doing online promotion which seemed to be our first
step toward promotion. Facebook, Twitter, Linden, Blogs writing and promotion through
website are used to reach our online customers. Apart from that we were concentrating in
print advertising, broadcasting, specialty medium and field activities in which we were
pitching customer from various crowded places such as metro stations and shopping malls.

Phase One

Online Promotion
&
Print Medium

Phase Two

Specialty Promotion
&
Broadcast Medium

Phase Three

Field Activity
&
Events

The travel agencies are growth in a industry and provide employment to the candidates. It
helps in growth of economy and increases the tourist influences so thats with the help of
7

other companys like airlines, hotel, bus transport, car rental, more companys society
business relation and promote the tourism. It helps to increase knowledge about how the
travel companies work how it process what are the business, how to make network
connection , functions and methods they choose for developing the business, improve the
skills how to deal with customer how to sale a product
Travel Agency is able to fulfill this appeal. To serve quality services, extra facilities,
affordable rate, Package Tour etc are the milestones of India Travel Way. During the past Five
years India Travel Way has built a reputation for excellence that has earned the respect of
consumers and corporate experts alike. Building a leading travel agency company has
required relentless innovation, commitment to quality and dedication to customer service and
value. The qualities of entrepreneurship, growth and leadership have characterized business
through more than four years of success. Through the strength of its heritage, its culture and
its people and services, India Travel Way looks forward to more success in future. There are
different objectives of every organization. In order to achieve these objectives different
targets are set. Targets pass down the hierarchy depending on the nature of the business.
Therefore, in order to achieve the objectives, management decides on different strategies.
These strategies are divided into many sub-parts and are useful for the running of the
business. The employees and the management know what they have to achieve through the
targets which have been set to them and the strategies they have adopted help them know the
way they will achieve the objectives. Similarly, India Travel Way has different targets set to
them and they have adopted different strategies to successfully achieve the targets set. These
targets are passed by the Managing Director to the workforce.
These targets fall within the organizational structure in which there are many people who
have different targets to achieve. In order to successfully achieve the targets they need to cooperate and work in a friendly environment. n the other hand, India travel Way, considers
some internal and external factors that affect pricing, service & marketing strategy. It always
takes meticulous steps to handle their service decision. It treats its loyal customers properly
and gives them some offers. It set a reasonable initial price for its products to send a signal to
customers that its services are quality and the service is excellent. Apart from that to promote
their product it usually develops different kind of fare pricing strategies.

Whereas the

objectives of India Travel Way promotion is to introduce a new service, stimulate demand,
change the short-term behavior of the customers, and encourage repeat or greater usage by
current customers.

The success of India Travel Way relies heavily on delighting their customers by ensuring that
all their needs and desires are met in every way. Hence, India Travel Way gives strong
importance to their marketing efforts to ensure that. So
Due to intense competition, India Travel Way must look for ways to differentiate their
business to achieve and maintain a competitive advantage.

Chapter-2
Objectives of Study
Scope of Study
Limitations of Study

10

Objectives of the Project

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 Study
The study was conducted at Ibibo during the period of two months, i.e. in June & July,
2015.
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 wasnt able to go far for the study
Level of Sincerity among the respondents was missing

11

Chapter-3
Company Profile
Vision & Values
History
Awards & Achievements
Businesses
Investors Relation

12

About the Company

Ibibo Group is India's leading online travel group that owns properties such as GoIbibo.com
(Leading B2C Online travel aggregator) ; Redbus.in (No 1 online bus ticketing platform) and
travelboutique (51% stake in the leading B2B online travel platform).
Ibibo Group organically developed and launched GoIbibo.com, (horizontal B2C online travel
aggregator) in 2010 that enables consumers to buy air tickets, hotels and bus tickets via both
mobile and desktop. GoIbibo has become a leading mobile and online travel platform in India
driven by its promise of the fastest platform in India be it for bookings, after sales, payments
and refunds.
The combined travel assets of Ibibo Group make the company the largest in terms of volume
of transactions.
Ibibo Group was founded by Ashish Kashyap and the company also owns a minority stake in
Naspers global payments business, PayU Global.
Companys Value System

Source: Company induction file

13

Company History
In 2007, Mr. Ashish Kashyap started this company. Ibibo started as a social networking
service in 2007, and later changed to become an e-commerce and travel organization. In 2009
GoIbibo.com was launched, offering search, comparison and purchase of air tickets, bus
tickets,

holidays

and

hotels.

GoIbibo

is

also

available

as

a mobile

app for iOS app, Android and Windows Phone.

The group owns the B2C online travel aggregator GoIbibo, and online bus ticketing
platform Redbus.in,

and

has

51%

stake

in

the

B2B travel

website

travelboutiqueonline.com. The company also owns a minority stake in Naspers' payment

gateway business PayU Global.
In 2013, IbiboGroup was named one of the top five most trusted ecommerce brands in India
in The Brand Trust Report India Study 2013. Ashish Kashyap, the CEO, was including in
exchange4media's "Impact Power 100" of technology business leaders.

14

Source: http://www.Ibibo.com/

15

Ibibo Group Businesses

Source: Company induction file

16

GoIbibo.com: GoIbibo is one of the top 3 online travel aggregator in India. GoIbibo's core
value differentiator is delivery of fastest and trusted user experience. Be it in terms of
quickest search and checkout flow; fast payments, settlement and refund processes. All this is
backed by customer service excellence and innovations in our operations and back end.
GoIbibo enables travelers to search, compare and buy from across categories and width of
travel suppliers comprising: air tickets, bus tickets; holidays, hotels and car rentals. GoIbibo
is also a leading app across mobile operating systems: iOS, Android and Windows. GoIbibo
takes

pride

in

delivering these services at

lowest prices in the

market. It is these attributes

that

GoIbibo

has

enabled

to

trounce

hundreds of players in

the online travel space.

GoIbibo

IbiboGroup that also owns

is

part

of

Indias No 1 online Bus

ticketing

Redbus.in.

17

platform,

Source: http://www.ibibo.com/

Redbus.in : Pilani Soft Labs Pvt. Ltd. founded by 3 BITS-Pilani graduates, Phanindra Sama,
Charan Padmaraju, Sudhakar Pasupunuri owns three products - Redbus, BOSS,
SeatSeller serving the fragmented bus industry in India. Redbus is consumer facing
travel brand enabling customers to buy tickets on internet, on mobile, and through call
centers. BOSS is ERP solution built for bus operators. Over 800 bus operators in India use
BOSS to manage their inventory. SeatSeller is GDS for bus inventory distribution. Over
10,000 retail agents and 100+ corporates including the OTAs use SeatSeller to sell bus tickets
to their customers. Redbus was acquired by Ibibo Group in June 2013.

18

Source: http://www.ibibo.com/

Ryde by Ibibo
Naspers owned online travel company Ibibo Group 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

19

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.

Source: http://www.ibibo.com/

Bird's eye
Redbus Indias number 1 bus ticketing platform was founded in 2005 and is a part
of IbiboGroup. We take pride in providing bus ticket fare with zero booking charges. You can
now choose from 1500+ bus operators and 80,000 routes in India.

The Ticket to Our Dream

Like

all

innovations,

Redbus

too

has

very

interesting

story.

All the founders used to work in Bangalore at the time (sometime in 2005) - all with top IT
MNCs - IBM, Texas Instruments and Honeywell. They were friends from BITS Pilani, one of
20

India's

finest

engineering

colleges.

During Diwali that year, one of them wanted to spend the festival in his home town. Since he
didn't know his schedule till the end, taking a bus was the only choice.
He ran around town hunting for a ticket, but they were all sold out minutes before he reached
the travel agents. Bangalore traffic is notorious and can grip you at the wrong time. That's
exactly

what

happened

that

day.

That's when he thought of the possibility of providing consumers the convenience of booking
a bus ticket over the internet. The objective was two-fold - to ensure that they don't have to
leave the confines of their comfort to book a ticket, and to help them get a ticket when they
need

it

the

most.

The idea was compelling. And why not? The internet was being voted as a medium people
couldn't do without. PC and net penetration was increasing not only in urban areas, but also
in rural India with innovative concepts like Shakti and e-Choupal. Also, people were getting
used to booking tickets for travel using IRCTC and private airline websites. So, why not
buses?
However, the most compelling reason was that nobody in India had done this!
So, with these thoughts running through his mind, he bounced initial thoughts off his friends
from

college.

They

were

excited

about

the

concept

too.

However, they didn't want to take the plunge without understanding the feasibility of such an
undertaking. They met with various people - bus operators, consumers and venture capitalists
to

gauge

how

well

the

concept

could

do.

As expected, they got a favorable response. They started writing the code for the software
that would be required to run the operations. Once this was ready, they put together a
business

plan

and

presented

it

to

TiE,

Bangalore

Chapter.

TiE - The Indus Entrepreneurs - are mentors, to say the very least. They breathe lives and
hope in to young entrepreneurs who have a working concept. The idea didn't need much
selling to TiE members either. That was the beginning of a seemingly long journey. All the
founders

quit

their

well-paying,

secure

jobs

and

started

Redbus.

Since those days there have been many ups and downs. It wasn't simple to change the
mindset of bus operators who are used to dealing with their traditional brick-and-mortar
travel agents. It wasn't easy to market the concept. It needed time and money. It took a few
months

for

things

to

fall

in

place.

All that was needed were a few people who used the website. Once that would happen, the
user interface was bound to generate word-of-mouth. That's exactly what happened. Those
21

who used it liked it, told others and the dominos started to fall in place.
To cut a long story short, Redbus has come a very long way from days of struggle to days of
growth. It has the largest number of tie-ups (and growing) with bus operators and a large and
satisfied

customer

base.

Being run by a team of young people, the culture is informal and everyone is ambitious and
charged to make it larger than imagined. What started as a team of three grew into a team of
650 in 8 years.

Our culture - Learn, Implement, Grow - and have fun

We regularly solicit feedback from our customers. This helps us understand what we are
doing wrong. This feedback is invaluable for us. And we have you, our customers, to thank
for taking time off to write back to us. There are times when there are hiccups. It's a learning
organization, but we are learning the ropes like our lives depend on it.
It doesn't stop at that. We ensure that the same mistakes are not repeated. People are
encouraged to speak their minds and they don't fear sharing their mistakes, so that everyone
can benefit from the learning, no matter how small.
Every other day new partnerships are forged - all with the aim of adding more value and
convenience. We have grown organically by opening office in key metros and inorganically
through our partnerships. We encourage customers to let us know of any routes or bus
operators we don't have in our list. We go right ahead and make sure that by the next time
customer

logs

on,

we

have

on

offer

what

was

demanded.

Most importantly, it's a team that has fun at work. It's a team that is close knit. Everyone is on
a first name basis and it wouldn't be uncommon to see people exchanging hi-fives on small
achievements. Office outings are a regular phenomenon and dancing is a must.
TBO: TravelBoutiqueOnline

(TBO)

Group

operates

three

business

verticals,

TravelBoutiqueOnline (India), TBO Mena (Middle East & North Africa) and Techmaster
(Technology Development). The TBO group was founded in 2007. TBO is the largest B2B
travel portal in the online space in India and works with almost 14,000 travel agents in India
and the Middle East. TBO was also awarded the best IT Innovator in 2007 by NASSCOM
and was one of the finalists at CNBC Emerging India Awards in 2009.

22

Ibibo Group's Other Investments & Ventures

PayU Global: Ibibo Group owns a minority stake in Naspers global payments business,
PayU global.
PayU is a comprehensive operator of online payments across emerging markets. PayU
operates in several countries such as Czech Republic, Poland, Hungry, Turkey, Ukraine,
Panama, Colombia, Romania Mexico, Peru, Russia, South Africa and India.

Business Model

Source: Company induction file

Management

23

Source: Company induction file

Five Years Journey

24

E- Commerce Revenue

25

Awards

Source: Company inductio0n file

26

Career Growth

Source: Company induction file

27

Source: Company induction file

28

STP Analysis
Today, Segmentation, Targeting and Positioning (STP) are a familiar strategic approach in
Modern Marketing. It is one of the most commonly applied marketing models in practice.
The STP model is useful when creating marketing communications plans since it helps
marketers to priorities propositions and then develop and deliver personalized and relevant
messages to engage with different audiences. This is an audience rather than product focused
approach to communications which helps deliver more relevant messages to commercially
appealing audiences. The diagram below shows how plans can have the flow from

Source: http://www.smartinsights.com/

29

SWOT Analysis
A SWOT analysis is a structured planning method used to evaluate the strengths, weaknesses,
opportunities & threats involved in a project or in a business venture. It helps you carve a
sustainable niche in your market.

Source: http://www.mbaskool.com/

30

Chapter -4
Theoretical Perspective
Marketing Communication Strategy

31

Integrated Marketing Communication

Integrated Marketing Communication tools refer to integrating various marketing tools such
as advertising, online marketing, public relation activities, direct marketing, sales campaigns
to promote brands so that similar message reaches a wider audience. Products and services
are promoted by effectively integrating various brand communication tools.
To implement integrated marketing communication, it is essential for the organizations to
communicate effectively with the clients. You need to know how your products or services
would benefit your end-users. The more effectively you promote your brand, the more
demand would it have in the market. Identify your target audience. Remember, not everyone
would need your product. Understand why would an individual invest in your brand unless
and until you have something unique and interesting to offer? The benefits of the brand need
to be communicated effectively.

Let us go through various integrated marketing communication

tools:
Integrated

marketing

communication

effectively

integrates

all

modes

of

brand

communication and uses them simultaneously to promote various products and services
among customers effectively and eventually yield higher revenues for the organization.

Advertising
Advertising is one of the most effective ways of brand promotion. Advertising helps
organizations reach a wider audience within the shortest possible time frame. Advertisements
in newspaper, television, Radio, billboards help end-users to believe in your brand and also
motivate them to buy the same and remain loyal towards the brand. Advertisements not only
increase the consumption of a particular product/service but also create brand awareness
among customers. Marketers need to ensure that the right message reaches the right
customers at the right time. Be careful about the content of the advertisement, after all you
are paying for every second.

32

Sales Promotion
Brands (Products and services) can also be promoted through discount coupons, loyalty
clubs, membership coupons, incentives, lucrative schemes, and attractive packages for loyal
customers, specially designed deals and so on. Brands can also be promoted effectively
through newspaper inserts, danglers, banners at the right place, glorifiers, wobblers etc.

Direct Marketing
Direct marketing enables organizations to communicate directly with the end-users. Various
tools for direct marketing are emails, text messages, catalogues, brochures, and promotional
letters and so on. Through direct marketing, messages reach end-users directly.

Personal Selling
Personal selling is also one of the most effective tools for integrated marketing
communication. Personal selling takes place when marketer or sales representative sells
products or services to clients. Personal selling goes a long way in strengthening the
relationship between the organization and the end-users.

Personal selling involves the following steps:

1. Prospecting - Prospecting helps you find the right and potential contact.
2. Making first contact

- Marketers need to establish first contact with their

prospective clients through emails, telephone calls etc.An appointment is essential and
make sure you reach on time for the meeting.

3. The sales call

- Never ever lie to your customers. Share what all unique your

brand has to offer to customers. As a marketer, you yourself should be convinced with
your products and services if you expect your customers to invest in your brand.

4. Objection handling - Be ready to answer any of the clients queries.

5. Closing the sale - Do not leave unless and until you successfully close the deal.
There is no harm in giving customers some time to think and decide accordingly. Do
not be after their life.

33

Public Relation Activities

Public relation activities help promote a brand through press releases, news, events, public
appearances etc.The role of public relations officer is to present the organization in the best
light.

Advertising tools

Source: www.google.co.in/search

34

7 Steps to Develop an Effective Marketing Communications

Strategy
Gaining awareness is one of the first steps in the sales process and the main focus of your
marketing communications (marcom) strategy. Getting to know your audience, crafting your
message and tracking results are only a few pieces of the puzzle.
Why all the fuss? An effective marketing communications plan results in a better, more
consistent brand experience.
1. The Better You Know Your Audience, the Better You (& Your Team) Can Appeal to
their Interests
All successful marketing efforts begin with a thorough understanding of your audience. Start
by analyzing your current clients and why they chose your products or services. Don't have
enough data to get the full picture? Put a research plan in place to help fill in any gaps
relating to demographics, purchase patterns and other insights into when, where, why and
how people purchase your products or use your service.
2. Uncover Your Unique Selling Proposition
Your Unique Selling Proposition (USP) is the main benefit that, when communicated
effectively, drives sales of your product or service. It focuses on a unique problem that you
solve better than anyone else. Your USP must be compelling and strong enough to move
people to act. Your USP will be central to all of your marketing communications, so don't
take this step lightly.
3. Sharpen Your Brand Look and Feel
From logos to business cards and marketing collateral, your brand must speak to the customer
in a contemporary, relevant manner. It needs to support your operational USP and accurately
represent your market position don't mislead your audience by creating a marquee brand if
you're aiming to be a low-cost option. Be honest, sincere and true to the heart of your
business.
4. Ensure that All Messaging is Consistent

35

While most people think of logo and stationary when it comes to branding, your brand voice
is equally important. A good place to start is to generate a few key positioning statements to
feature in your communications. Start with a tagline, single sentence version and then a
standard short paragraph. Try spooling out a handful of key messages (up to 5) that your
company should be communicating (note that they cannot all be in all places). Outline key
descriptive words to use and not use, and make sure that your new messaging standards are
adhered to in all future communications.
5. Choose Your Marketing Mix
With all of the recent advancements in online marketing, there are more ways to
communicate than ever before. Every industry and brand is unique, so there is no standard
marketing mix that will work for everyone. The key is to understand your options, and
choose a media mix that fits your audience (where do they spend their time / attention),
budget and marketing communications goals.
6. Establish Marcom Success Measurements (Metrics)
Whatever the medium and message, ensure that your communications are measurable.
Whether its email open rates, social media exposure or direct mail response rates, establish
key communications goals and put systems in place to chart your success. Tie this data in
with sales metrics to get a true sense of what's working and what's not.
7. Manage Leads and Client Data
You know your audience, you've built your brand and you've told your story. People are
interested now what? A CRM (Customer Relationship Management) system is a database of
your contacts (customers, prospects, others) that allows you to organize information (contact
info, records, files, calls, emails, etc) to streamline and scale sales and marketing processes.
This will help you better understand how clients move through the sales funnel and help you
close more leads.
Successful marketing communications efforts are much more than a shot in the dark. Each of
these seven steps needs to be explored to the fullest in order to gain the greatest return on
investment possible.

36

Marketing communication strategy

Marketing communication helps to develop brand awareness, which means that consumers
translate product information into perceptions about the products attributes and its position
within the larger market. Businesses also use marketing communication to retain the
products current customer base, and to cement relationships with customers and suppliers,
notes "Reference for Business." Marketing communication strategy defines the businesss
plan for product information dissemination and brand awareness development.

Print medium

Online medium

Marketing
communication
strategy

Specialty medium

Broadcasting
medium

37

Online advertising

Online advertising also called online marketing or Internet advertising, this form of
marketing is vastly used for the promotion Ryde by Ibibo. The following are some of the
online advertising tools:
Facebook: it is one of the online advertising tools which are used for the
promotion of App. Sharing various routes in which special discounts are
offered to the app users

Besides facebook, on other online advertising such as mailing to people and inviting them to
download the app and get their first ride free or if they are already user of the app than they
can invite their friends and we would give them a special ride up to 20 km for free.
Twitter, linden, promotion through websites and writing of blogs were part of online
promotion activity.

38

Printing medium
Advertising through printing seemed to be very appropriate so various types
of pamphlet, brochure, and printed cards to distribute it amongst the people in
different crowded places such as metro stations shopping malls etc.
Print advertising is widely used form of advertising. These advertisements appear in
newspapers or magazines and are sometimes included as brochures or fliers. Anything written
in the print media to grab the attention of the specific target audience comes under the
purview of print advertising.

Specialty
medium
Specialty medium for promotion of the app was considered one of the basic
tools. We had a huge amount of T shirts with the logo of our app and we were
to give it to our app user.

39

Broadcasting medium

In broadcasting medium the main aim was to target people through radio
because it was easy reach our target which was the people with car so the
frequency and reach were very high.
Generally speaking, broadcast advertising is radio, television, and Internet advertising. The
commercials aired on radio and televisions are an essential part of broadcast advertising.
The broadcast media like radio and television reaches a wider audience as opposed to the
print media. The radio and television commercials fall under the category of mass marketing
as the national as well as global audience can be reached through it.
The role of broadcast advertising is to persuade consumers about the benefits of the product.
It is considered as a very effective medium of advertising. The cost of advertising on this
channel depends on the time of the commercial and the specific time at which it is aired. For
example, the cost of an ad in the premium slot will be greater than in any other slot.

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.

40

Chapter -5
Research Methodology
Research Design
Data collection method
Sampling plan, sample size & sample method

41

Research Design
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.
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.

42

My research questionnaire is standardized as this has been send to five professors of

various universities and to five employees of ibibo are as followed:
Industry

Academic

Mr.Dinesh Golani
(Operation Manger)

(Assistant Professor, IIIT Allahabad)

Ms.Kushboo shrivastav

Mr.Ankit Goel

Dr. Saumya Singh IIT(Indian Institute

of Information Technology), Dharwad

(Marketing Assistant Manager)

Dr. Utkarsh Symbiosis Institute of

Pune

(Marketing Manager)

Dr. Vijay Chourasia

Mr. Akilish Singh

Dr. Santanu Das IMI(International

(Sales Manager)

Management

Ms.Shikha Beshet

Bhubaneshwar

(HR Assistat Manager)

Institute),

Dr. Subadh Kesharwani IGNU(Indra

Gandhi National Open University),
New Delhi

Data Collection Tools

Questionnaire

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

(ii)

research problem.
It is a strategy specifying which approach will be used for gathering and analyzing

(iii)

the data.
It includes the time and cost budgets since most studies are done under some
constraints.

43

Chapter -6
Data Analysis & Interpretation
Questionnaire
Carpooling in India
Competitive Analysis
New strategy for Ryde by ibibo

44

Interpretation of Questionnaire
People commute from home to workplace and using various types of
transportation.

I drive
I use public transport
I walk
I get a lift
I dont need to commute
(table.1)

S. No

Options

Total

Student Employee

A
B
C
D
E

I drive
I use public transport
I walk
I get a lift
I do not need to commute

30
13
2
2
3

10
2
1
1
2

20
11
1
1
1

(figure.2)
Interpretation: According to the survey more than 50% people commute by their own. By
segregating this percentage I found that more of the employees
vehicles.
Awareness of people regarding carpooling app.

45

commute by their own

Yes
No
Partially
(table.2)

S. No
A
B
C

Options
Yes
No
Partially

Total
35
5
10

Student
15
2
7

Employee
20
3
3

(figure.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 template
Through advertising banners
Through Radio
46

Through phone calls and texts

None of the above
(table.3)

S. No
A
B
C
D
E

Options
Through template
Through advertizing banner
Through radio
Through phone call or Text
Any other way

Total
15
10
5
10
5

Students
5
3
1
2
2

Employee
10
7
4
8
3

(figure.4)
Interpretation: As we can see most of the people have come to know about carpooling
through template and phone call or text so the main focus should be on radio because the we
can get our target very easily.
Willingness of people to share their rides with others.

Yes
No
Occasionally
(table.4)

S. No
A

Options
Yes

Total
23
47

Male
17

Female
6

B
C

No
Occasionally

15
12

3
9

12
3

(figure.6)

Interpretation: Here I found that female has problems of sharing their rides with unknown
people as out of 21 female respondents 12 are not in favor of sharing rides with unknown
people.
Wither people had arrangement of carpooling.

Yes, on an informal basis

Yes, on a formal paying basis
No, I have never had a car sharing arrangement
(table.5)

S. No

Options

Total

Female

Male

A
B

Yes, on an informal basis

Yes, on a formal paying basis

31
11

9
3

22
8

48

No I have never had a car sharing 8

arrangement

(figure.7)
Interpretation: Here I got two interpretations; one is that among 50 respondents only 8 were
unaware of car sharing arrangements. The other one is that mostly car sharing arrangements
were done on an informal basis. We concluded that mostly students are interested in sharing
car informally.

The most renowned app among the people.

BlaBla
Tripda
Ryde by Ibibo
Uber
Any other app
(table.6)

S. No
A
B

Options
BlaBla
Tripda

Total
15
10
49

Student Employee
5
10
2
8

C
D
E

Ryde by Ibibo
Uber
Any other app

15
5
5

5
1
3

10
4
2

(figure.8)
Interpretation: According to this Bla Bla gave strong competition. Tripda is also having a
good number of customers for their ride. So we need to work harder to cut off the
competition.

Satisfaction of people from carpooling apps.

Highly Satisfied
Satisfied
Neutral
Dissatisfied
Highly Dissatisfied
(table.7)

S. No
A
B
C
D
E

Options
Highly Satisfied
Satisfied
Neutral
Dissatisfied
Highly Dissatisfied

total
11
20
10
5
4
50

Students
2
4
7
1
3

Employees
9
16
3
4
1

(figure.9)
Interpretation: More than 50% are satisfied but still a huge number is not satisfied with their
current carpooling apps. So the chance of attracting them by creating new market strategy is
there.
Various reasons which have satisfied people.

Consumer satisfaction
Hire Prices
Refunding policy
All of them
None of the above
(table.8)

S. No
A
B
C
D
E

Options
Consumer satisfaction
Hire Prices
Refunding policy
All of them
None of the above

Total
9
22
6
4
11

51

Students
3
5
2
3
4

Employees
6
17
4
1
7

(diagram.10)
Interpretation: According to the survey the pricing strategy used by the carpoolers is
working really well as most of the people are satisfied just because of the hire prices.

Reasons for dissatisfaction of app users.

High price
Disturbance
Drive is always late
Long route
None of the above
(table.9)

S. No
A
B
C
D
E

Options
High price
Disturbance
Drive is always late
Long route
None of the above

Total
11
9
12
13
5

52

Students
4
2
5
2
3

Employee
8
7
7
11
2

(figure.11)
Interpretation: Two drawbacks have pulled down the carpooling users which is long route
and drive reach late.

Tendency experiencing new carpooling apps.

Yes

No
(table.10)

S. No
A
B

Options
Yes
No

Total
33
17

53

Students Employees
12
19
6
11

(figure.12)
Interpretation: In the above graph, majority of the employees responded in a positive way
while the number of student respondents was less as compared to employees for experiencing
new carpooling app.

Reason to share rides with others.

To save car ownership costs

To save fuel cost

To meet new people

To save time
(table.11)

S. No
A
B

Options
To save car ownership costs
To save fuel cost
54

Total
17
13

Student
5
2

Employee
12
11

C
D

To meet new people

To save time

7
13

3
4

4
9

(figure.13)
Interpretation: Reasons for opting for car sharing was to save car ownership cost and a huge
number of employees opted for this.

Working hours of employees.

Yes I work for set hours

My hours are flexible

(atable.12)

S. No
A
B

Options
Yes I work for set hours
My hours are flexible

Total
39
11

55

Students Employees
9
30
5
6

(figure.15)
Interpretation: The above graph shows that the students responded by saying that they work
for set hours while the employees also responded the same.

Appreciation of carpooling by people.

Yes

No

May be
(table.13)

S. No
A

Options
Yes

Total
27
56

Students Employees
9
18

B
C

No
May be

11
12

8
4

3
8

(figure.16)
Interpretation: The outcome of this graph is that the employees answered by saying yes they
appreciate the concept of carpooling. More than 50% of respondents appreciate the concept
of carpooling.

Carpool will have a hot market just like other countries.

No

Not sure
(table.14)

S. No
A
B

Options
Yes
No

Total
23
11
57

Students Employees
10
13
5
6

Not sure

16

(figure.17)
Interpretation: According to the survey, it can be a hit in India with proper strategies.

Ridesharing services in India

The interest in ridesharing services has been on the upswing in India:
Last year, French ridesharing startup BlaBlaCar, which had raised$100 million investment
from Index Ventures & others in July, entered the Indian market.

58

 Rocket Internet-backed ridesharing service Tripda also launched its operations in India, in
November last year. Its worth noting that earlier this year, Tripda raised $11 million funding
from Rocket Internet and an undisclosed New York based ventures capital firm.
Earlier this month, car rental company Carzonrent, which operates EasyCabs, acquired the
rideshare startup Ridingo. At the time, Carzonrent had mentioned that it plans to scale the
ridesharing service to 250 cities over the next five years.

Source: car+sharing&espv

Ryde by Ibibo

59

Source: http://www.medianama.com/

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.

60

Source: http://www.medianama.com/

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.

61

SWOT Analysis of Ryde by Ibibo

Source: http://www.medianama.com/
62

PEST Analysis of Ryde by Ibibo

Source: http://www.medianama.com/

63

Competitive Analysis of Ryde by Ibibo, Bla Bla, Uber, and Tripda

Company

Carpooling

Branding

Market share

Revenue

Supply chain

apps

Bla Bla

Bla Bla

High

High

High

Uber

Uber

Medium

Medium

High

Medium

Ibibo

Ryde by Ibibo

Medium

low

Low

Medium

Tripda

Tripda

Low

medium

high

High

Source: http://www.medianama.com/

64

High

Why Bla Bla, Uber, and tripda?

Bla Bla
BlaBlaCar has wasted no time in consolidating its strong position in the ride-sharing
sector, closing the brand it acquired just three months ago.
BlaBlaCar at a Glance
BlaBlaCar is a trusted community marketplace that connects drivers with empty seats
to co-travellers looking for a ride. Over 2 million people use BlaBlaCar every
month creating an entirely new, people powered, transport network. With a dedicated
customer service, a state of the art web and mobile platform, and a fast-growing
community of users, BlaBlaCar is making travel social, money-saving and more
efficient for millions of members.

65

Company Metrics
20 million members
After coming to India its members increase to 20.7 million
19 countries
Over 3 billion miles shared
An estimated 216 million saved by our drivers every year
An estimated 700,000 tons of CO2 saved
Average car occupancy 2.8 people (vs. 1.6 averages)
Over 5 million app downloads (iPhone and Android)
1, 800, 000 Facebook fans (all Facebook pages together)
After coming to India number of facebook fames increased to 2,768,666
300 employees
In 12 offices
India is the first stop in Asia, for the 10-year old company that has built an online community
of 10 million across 13 countries so far.
Last July, it received $100 million in funding from a slew of investors including Accel
Partners and Index Ventures, when it first announced its interest in emerging markets
including India, Brazil and Turkey.
Unlike taxi aggregators who have been asked to register as radio taxi operators, carpooling
services in India are not bound by regulation as yet. "We have spoken with the relevant
authorities and they have been encouraging about this," said Raghav Gupta, country manager
for Bla-BlaCar in India.
Experts said governments support carpooling as it helps reduce traffic on clogged Indian
roads, making it an attractive business for transport companies. While the private car owners
cannot make a profit out of car-pooling, commercial businesses that link car owners with
commuters can charge a fee.

66

"There is no such regulation that controls peer-to-peer ride sharing in India," said Jaspal
Singh, partner at Valoriser Consultants. "Ride-sharing for city-to-city segment is going to be
next game changer."
Source: www.blabla.com

Tripda

The Tripda Ride

We believe that a world in which people are connected is much more fun! More than that, we
need to connect in order to meet new people and explore new places. Tripda is a marketplace
that connects people who need a ride to drivers who have empty seats in their cars. This
enables people to meet new people and save money by sharing their travel costs, ultimately
helping people to travel more while spending less! With fewer cars on the roads, we help not
only people, but also the environment, as fewer cars means less carbon-emissions released
into our atmosphere. The Tripda Ride is the smart way to roll, for your budget and the planet.
Rocket Internet is one of the world's largest startup incubators. Founded in 2007 in Germany,
the group has more than 100 companies around the world. In India, the group leads other
companies such as:
Jabong: India's no.1 online destination for fashion products
FabFurnish: Shop for furniture and home decor in India
67

FoodPanda: Order food online for home delivery in India

PrintVenue: India's no.1 customized printing services
OfficeYes: Online shopping for office supplies

Why is Tripda so awesome?

It's a cheap way to travel!
Tripda helps people share their costs instead of helping drivers make a profit, and the rides
you take with Tripda are way more fun than other means of transportation, not to mention the
comfort of a car and the fun of having company throughout the whole trip! Besides, the use
of our service is completely FREE!
It's a great & safe way to meet new people
Thanks to Facebook Connect being the only way to register to our Website, you know exactly
whom youre travelling with. In order to bring even greater safety to our Community, Users
that confirm their e-mail and mobile phone number earn higher points for reliability &
trustworthiness.
Yet another way to make our Users feel safer is the Driver and Passenger rating system. After
you share a ride with another User, you can rate him/her using a 5-star scale, so other Users
know how you felt about the people youve travelled with!
Every user of our website must follow our Code of Good Conduct in order to ensure
satisfaction for every member of our Community. Measures.
Well take you to places youve never been!
Have you ever thought of hitting the road with just a penny in your pocket and getting to a
place youve never been before? Take a look at the rides leaving your town right now and
discover a new place. Find your ride and go!
Tripda helps reduce pollution and traffic jams!
By reducing the number of cars with only one person on the roads, we help you get to where
you need to be faster. In addition, with fewer cars, theres less air and sound pollution too.
Tripda is an online marketplace developed for people to share their rides anywhere in the
world in a fun, easy, conscientious and safe way, helping people travel more while spending
less.
More than just a website, Tripda is a reliable and friendly Community with the objective of
offering a sustainable transportation alternative, accessible to all passengers throughout the

68

world. All of us here at Tripda are driven towards this objective of connecting people and
making trips to anywhere more efficient.
Our Goal, based on the principles of the Sharing Economy, is to make it easy for our
members to communicate so everyone wins drivers, passengers, and our society in general
and the environment. By offering a ride as a Driver, you can put your vehicle to better use,
saving both money and fuel. When taking a ride as a Passenger, you will also save money and
time. All this while doing your part to reduce the carbon emissions and the traffic on the
roads, plus youll also meet new people and exchange exciting tales and experiences!
So, what are you waiting for? Join us and make the world a smaller place while saving money
and the environment

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:

69

 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 countrys 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 countrys passenger traffic and 65 percent of freight. Indias 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 Chinas (0.16) or Brazils (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
70

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.

3.0 Marketing
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 Ubers referral marketing has evolved coupled with
heavy discounts and free rides

3.1 AMPLIFICATION
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

71

 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 Mothers day makeover or lovers a ride in a
Ryde by Ibibo Chopper on Valentines 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 youre 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.

6.2For Passengers
If youre 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.
72

Chapter.7
Findings
Conclusion

73

Findings
The followings are the main findings of the study;
Vast marketing is useless without a proper strategy
Branding means customer satisfaction
Apart from four stages of life cycle of product the fifth stage can be pre introduction
For every product and service potential market exist
Sharpen Your Brand Look and Feel

Conclusion
Thus after going through entire report it can be concluded that, the only thing which can
make a product or service successful that providing to the right target audience in the place
and at the right place. Competitors can not be a threat for a product thus most of the
competitors can help in making market a better place. To implement integrated marketing
communication, it is essential for the organizations to communicate effectively with the
clients. You need to know how your products or services would benefit your end-users. The
more effectively you promote your brand, the more demand would it have in the market.

74

QUESTIONS
1. How do you usually commute to and from your workplace each day?

I drive
I use public transport
I walk
I get a lift
I dont need to commute

2. Are you aware of any carpooling app in India?

Yes
No
Partially

3. How did you come to know about carpooling?

Through pamphlet
Through advertising banners
Through Radio
Through phone calls and texts
None of the above

4. Are you willing to share your ride with others?

Yes
No
Occasionally

5. Have you ever had a car sharing arrangement for your commute to and from
your workplace?

Yes, on an informal basis

Yes, on a formal paying basis
No, I have never had a car sharing arrangement

6. Which is your favorite carpooling app?

Bla Bla
Tripda
75

Ryde by ibibo
Uber
Any other app

7. Are you satisfied with your current carpooling app?

Highly Satisfied
Satisfied
Neutral
Dissatisfied
Highly Dissatisfied

8. Refer to Q. No 7, if you are satisfied than what are the reasons for it?

Consumer satisfaction
Hire Prices
Refunding policy
All of them
None of the above

9. Refer to Q. No 7, if you are dissatisfied than what are the reasons for it?

High price
Disturbance
Drive is always late
Long route
None of the above

10. Are you willing to experience new carpooling apps?

Yes
No

11. What would be your primary reason for opting for car sharing?

To save car ownership costs

To save fuel cost
To meet new people
To save time

76

12. Do you have fixed working ?

Yes I work for set hours

I am meant to work set hours but often have to go earlier and leave late to
accommodate a busy work load
My hours are flexible
I work in shift hours

13. Do you appreciate the concept of carpooling?

Yes
No
May be
14. Do you think car sharing can be a hit in India as it is in other countries?

Yes
No
Not sure

Suggestions (if any):

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References
1. http://www.medianama.com/
2.htto://www.ibibo.com
3.hhtp://www.Goibibo.com
4.http://car+sharing&espv
5.http://BlaBla.com
6. Kotler, Philip & Zaltman, Gerald (July 1971).
7. 9www.shakehandwithlife.blogspot.com

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