Utham K S 9167410046 Tarun Gupta 9004193929 Vivekananda Parepalli - 9619193469

NO 1 in INDIA Among TOP 5 in the WORLD IT Integration BEST in CLASS

4 Million Passengers/Yr

60% Year on Year Growth

INCREASE CUSTOMER TRAFFIC

YET, GROWTH POTENTIAL ENORMOUS AS MERU S MARKET SHARE IS 9% OF TAXI INDUSTRY

10000 TAXIS IN 2YRS

DEMAND MANAGEMENT

MANAGE CUSTOMER RELATIONS & LOYALTY

INCREASE PURCHASE FREQUENCY

FLEET EXPANSION & DRIVER MANAGEMENT

Customers

Focus Points
Drivers Systems

MARKETING PROBLEM

CUSTOMER INSIGHTS
MOST GOODS MOST SERVICES TAXI SERVICE

Continuum of Evaluation

1.
2.

HIGH IN SEARCH

HIGH IN HIGH IN EXPERIENCE CREDENCE

Identify Experiential Factors that appeal during a Taxi Service Secondary Research Classify customer alignment on the above identified factors Primary Research(Online with 100+ Responses)
Analysis Techniques:

DRIVER MANAGEMENT INSIGHTS

Research Problem To identify issues & Challenges involved in Driver Management System Method 1. 2. In - Depth Interview with Drivers Q&A Session with Mr.Rajesh Puri, CEO Meru Cabs

1. 2.

Factor Analysis - to find out the important features influencing customer buying decision Cluster Analysis (Dendogram) to find clusters of customer segment through correlated features

RESEARCH METHODOLOGY

Research Problem & Method

PARTNER GOODWILL

EXTERNAL SERVICE QUALITY

CUSTOMER SATISFACTION

CUSTOMER RETENTION

PROFIT

NEGATIVES 1. Poor and bureaucratic Car Maintenance Services 2. Weak HR Cell 3. Low belongingness feeling for the company 4. High Stress levels; on an average driving more than 14 hours daily 5. Micro finance scheme for housing not known to many 6. Remote Families augment social pressure 7. Scheduling and Bid allotment system lack sensitivity towards driver preference

DRIVER INSIGHTS

POSITIVES 1. Drivers are convinced about the potential of the company. 2. Competitors like Easy Cab not in the consideration set of drivers as potential employer.

PARTNER GOODWILL

EXTERNAL SERVICE QUALITY

CUSTOMER SATISFACTION

CUSTOMER RETENTION

PROFIT

Driver Information System (DIS) Driver Welfare

Manage driver preferences, home location, track record, leave details, Scheduling and Bidding System should work closely with DIS Use it to provide good mix of long and short distance trip to the driver

Create strong and effective HR and Grievance cell to win Drivers trust Create a Leave Policy for the drivers Encourage Referral Programs for recruitment Start welfare activities such as Free Medical Checkup Fair, Housing Loan, Job to Family Members

Car Maintenance Services

Make maintenance services more accountable and transparent Track Quality of maintenance services Open Proprietary workshops in other regions if the model works in Mumbai

LETS GROW TOGETHER

DRIVER PROGRAMS

F O C U S C U S T O M E R

RELIABILITY CLUSTER 1
ONTIME SERVICE SAFETY SECURITY COMFORT

PAYMENT OPTIONS

BOOKING CONVENIENCE

CONVENIENCE CLUSTER 2
BOOKING CONVENIENCE ON TIME SERVICE COMFORT PRICING

ON TIME SERVICE

PRICING

SEGMENTATION
DRIVER BEHAVIOR

DESIRED QUALITIES
JUST A TAXI SERVICE
PREMIUM SERVICES COMFORT SAFETY

CLUSTER PREMIUM 4

SECURITY FACILITIES

COMFORT DRIVER BEHAVIOR PREMIUM SERVICES

BASIC 3 CLUSTER

CLUSTERING

PARTNER GOODWILL

EXTERNAL SERVICE QUALITY

CUSTOMER SATISFACTION

CUSTOMER RETENTION

PROFIT

EARN
- Earn MERU Points with every service - Points earned will be proportional to distance travelled

MERU LOYALTY PROGRAMS

YEARN
Increased Customer Retention and Loyalty

BURN
1. Equity based rewards 2. Provide Preferential Services

Members with more than xxx points will be qualified as Priority Customers

CUSTOMER PROGRAMS

PRESENT CLV Rs. 183.66

PARTNER GOODWILL EXTERNAL SERVICE QUALITY CUSTOMER SATISFACTION CUSTOMER RETENTION PROFIT

LOYALTY MARKETING RELIABILITY CONVENIENCE BASIC

ON TIME SERVICE

Link loyalty program with MERU Promise RELY ON US Pay Extra points to customers on every delayed service

SECURITY

Booking Time: Provide option to opt for MERU Is Secure Call (Info Seeking) Service Time: Customer receives a call from MERU and informed about MERU Is Secure i.e. GPS tracking, Panic Button, Verified drivers, Emergency numbers (SMS in case of emergency or driver misbehavior)

ESTIMATED CLV AFTER ABOVE PROGRAMS Rs. 769.658

CUSTOMER PROGRAMS

PRESENT CLV Rs. 183.66

PARTNER GOODWILL EXTERNAL SERVICE QUALITY CUSTOMER SATISFACTION CUSTOMER RETENTION PROFIT

LOYALTY MARKETING RELIABILITY CONVENIENCE BASIC

CORPORATE PARTNERSHIP SPECIAL MONTHLY PROGRAMS

Cab-Partners for top Corporate houses Lenient Credit Policy Ensure availability of cab Engage new and well maintained cabs, Airport Placard Service

Design flexible programs like MERU for Office Drop, MERU for School Drop, MERU for 4 hours, MERU for 8 hours Collect advance payments and ensure availability of cab Daily Same Driver Same Cab

EASE OF BOOKING

Spread awareness about new booking media like SMS booking, Online booking Provide Queue Jump in IVRS booking to Priority Customers

ESTIMATED CLV AFTER ABOVE PROGRAMS Rs. 784.35

CUSTOMER PROGRAMS

PRESENT CLV Rs. 183.66

PARTNER GOODWILL EXTERNAL SERVICE QUALITY CUSTOMER SATISFACTION CUSTOMER RETENTION PROFIT

LOYALTY MARKETING RELIABILITY CONVENIENCE BASIC

BASIC FACILITIES

Collaboration with Media houses Newspaper, City Guide, Maps Magazines, Radio, Mobile Charger

ON REQUEST SERVICES

Airport Placard Service Cabs with extra cargo space

ESTIMATED CLV AFTER ABOVE PROGRAMS Rs. 667.35

CUSTOMER PROGRAMS

Booking

Scheduling

Service Delivery

More Cars & Recruit , Retain Drivers

Happy Customer

Payment

Fleet: Upgrade Create and the integrate booking the DIS with Scheduling System Conduct Create Lenient Customer Focus Groups credit Management policy with Drivers for System Corporate partners Rate of growth -System 9000 in Two Years Create Customer Provide ability options to ensure at availability the time of of booking cabs for Priority base increasing at 5% every month Frame Advance Track the leave payment points and earned welfare policy for policies Special monthly programs Customers Promote the Priority customers in the queue Increase Provide exciting accountability burning and options transparency of Drivers: Advertise different booking media available maintenance services Conduct Focus Groups with Drivers
Frame leave and welfare policies Increase accountability and transparency of maintenance services

ENHANCEMENTS

THANK YOU