cab report mid sip

8/18/2019 Cab Report Mid Sip

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A

Mid Review report

On

Summer Internship

At

On

Cab services In India

Submitted to: Submittedby:

Dr.Jitendra Sharma Vrushika Patel

Gr No: 212

Xcellon school o !usiness Mana"ement# Ahmedabad

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Ac&nowled"ement

would like to take the opportunity to e!press my deep

gratitude to all those who have "een the part o# this report in

some way or the other. $irst and #oremost% would like to thankmy company guide Mr' Gaurav (ripathi )!usiness

*evelopment+# #or his valua"le guidance% and #or allowing me

to work on the topic that developed my marketing skills% #or

getting knowledge #or my career growth.

am thank#ul to my #aculty guide *r',itendra Sharma #or his

encouragement and timely suggestions which helped me

greatly during the course o# this pro&ect. 'is criticisms andvalua"le insights were very use#ul in preparation o# my SP Mid

review report.

would like to thanks my college #aculty also #or their support

during the SP. (t last% would like to thanks my #amily

mem"ers% #riends and relatives #or their valua"le help during

the survey

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(able o content

•

(cknowledgement• Chapter $ ndustry (nalysis

1.1 )verview o# ca" services ndustry

1.2 Market Dynamics

1.* +rowth Rate o# ,a" ndustry

1.- Market rends

1./ ,ompetition (nalysis

1.0 )pportunities and ,hallenges

1. Porters / competitive #orces model o# ca"

ndustry.

Chapter -

2.1 ("out the ,ompany2.2 Vision

2.* values

2.- o"&ectives

2./ why his ,ompany3

2.0 Services provided "y the company

2. Departments and work o# every department

a' Mar&etin" *epartment

2..1 4SP

2..2 -ps o# Rayer Services

2..* arget Market 5clients6

2..- Ma&or ,ompetitors

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b' /uman Resource

c' 0inancial mana"ement

Chapter .

*.1 ask (ssigned

*.2 ask (chievements

SP 7earnings

7og "ook Status

Chapter 1

-.1 (ppendi!

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Chapter $

Industry Analysis

$'$ Overview o cab services Industry

2hat is a cab3

( ta!ica"% also known as a ta!i or a ca"% is a type o# vehicle #or

hire with a driver% used "y a single passenger or small group o#

passengers% o#ten #or a non8shared ride. ( ta!ica" conveys

passengers "etween locations o# their choice. his di9ers #rom

other modes o# pu"lic transport where the pick8up and drop8o9

locations are determined "y the service provider% not "y the

passenger% although demand responsive transport and share

ta!is provide a hy"rid "us:ta!i mode.

/istory o the ta4i industry

a!ica"s were invented to provide easy travel solutions to

everyday working class people who either had limited

transportation options% or a need to ride in style without having

to drive themselves. he industry has "een around since the

10;;s when the horse and "uggy was used to transport

individuals in Paris. t wasnt until the 1ork

,ity alone. @y the 1A;;s more than 0;; additional ta!ica"s% as

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well as a host o# privately owned ta!i companies came into play

in the same city.

6volution o ta4is

oday we still use ta!ica"s in a variety o# ma&or metropolitan

areas across the country% and other similar countries. a!is

have "een integrated into our culture% "eing a ma&or sym"ol

many associate with the city o# =ew >ork. t also has "ecome a

#aucet in the entertainment industry and news media. Bhile theyellow ta!i ca" has "een integrated into many societies% there

now e!ist an e!tension o# the traditional ta!i that seeks to

revolutioniCe the industry. his new e!tension is called

ridesharing% which is application in which it "ecomes easier and

more convenient to get rides in an untraditional manner.

he concept is #airly easy. Such applications allow you to hail a

ride #rom a stranger% and save cash at the same time. o most

individuals who use such a service they see ridesharing as

economic #reedom% in that they no longer have to pay

outrageous prices to hail a ride. Such apps came into e!istence

around 2;1;

(a4i mar&et in India

(here are two types o cab services

1. )rganiCed 2.4norganiCed

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$'- Mar&et *ynamics o (a4i Industry

'ailing a ca" 5or sharing it6 has never "een easier. (ll you need

to do is to download a simple app% punch in the location details

and in a matter o# minutes youll have a ride waiting #or you at

your doorstep. @ut have you ever wondered a"out the

dynamics "ehind it3 Bhen was the ?rst time you hopped on a

4@IR or a 7y#t or used any other such service3 n most cases% it

would have "een a message% an e8mail or a social media post

#rom a #riend sharing their re#erral code:link% which made you

use the service.

/ow Reerral Mar&etin" !rou"ht Chan"e In (he

(a4i Stratosphere3

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he real change in the current ta!i stratosphere isnt decades

old% in #act% 4@IR 5the #orerunner6 "rought this revolution only 0

years "ack. @eing an early adopter% it "ene?tted #rom many

#actors that included leveraging local growth opportunities

and others% however% what really made a di9erence was word8

o#8mouth pu"licity:re#errals that were generated "y its loyal

users.

Since the service meant downloading a mo"ile app% n8app

re#errals emerged as the most convenient way o# enticing users

to use the service. Bith sti9 competition% "oth within the

industry and #rom local services% these ca" start8ups "ecame an

overnight #avourite. (#ter all% it was all a"out the convenience

and trust 5powered "y the magic o# word o# mouth:re#errals6

that was "eing served on a platter to the users t doesnt come

as a surprise then that "etter8o9 ca" services today use re#erralmarketing to "oost app downloads% there"y increasing their

customers "ase.

2hy Are In; App Reerrals !6R

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)ne o# the most popular n8app re#erral programs is run "y

4@IR. t o9ers a two8way re#erral% where in "oth the re#errer

and the #riend gets incentivised. Bith 4@IR% one can either hail

the ca" service or sign up as a driver to "e eligi"le #or a re#erral

program.

Simple Steps #or 4@IR Re#erral

Grab(a4i

+ra"a!i is one o# the #astest growing ta!i plat#orms in

Southeast (sia. hough the company does not have a

passenger re#erral program% they have one #or their drivers.

@0(

7y#t was conceptualised to give meaning to community

ridesharing. his ?ne aspect coupled with re#erral marketing

has made it the "iggest competitor to 4@IR today.

he concept o# ca" sharing apps has gained much signi?cance

in the last * years. Bhile #ew popular names are present in

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multiple cities across the glo"e% a #ew local players are also

gaining tractions #rom everyday commuters.

SI*6 CAR

)ne o# the newest services% Sidecar seems to "e a popular pick

amongst users. Much like 7y#t% Side,ar also #ollows community

ridesharing. Since the #ocus is on community "uilding 5through

drivers6% they have a uniKue re#erral program meant #or #riends

that re#er new drivers.

SourceL aru @hargava52;1/%May6 'ow he ,a" ndustry s

Making the @est )# Re#erral Marketing 5we" log post6.Retrieved

July


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$'. Growth Rate o Cab Industry

he ndian ta!i industry has grown into a E1*8"illion enterprise%

including the unorganised sector

Mega ,a"s and $ast rack a!i came into e!istence in 2;;1

itsel#% with small Geets. 'owever% the market started seeing

traction only #rom 2;;0 onwards when Meru% Iasy ,a"s 5owned

"y ,arConrent6 and Savaari all came into e!istence almost in aspan o# one year. here are several competitors now in the

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radio ta!i market% with their own respective war chests to

"uild : aggregate their Geets% as shown "y the image "elow'

5=oteL

F he image does not include other companies such as Mega

,a"s% $ast rack a!i% a" ,a"% >our ,a"s and ,a"s 2- as

they operate in speci?c regions and in#ormation is not

comprehensive and veri?a"le

F 4"er has raised E*; million glo"ally% including #rom +oogle

Ventures. $unds "eing allocated to the ndian market is not

availa"le6

(lthough the radio and mo"ile ta!i segment constitutes only /

per cent o# the ndian ta!i market% the segment is witnessing a

signi?cant growth with competition hotting up and new players

and technology making an entry every now and then.

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Nhe radio ta!i segment posted a */ per cent compounded

annual growth rate in the last ?ve years. Be e!pect this to

continue in the ne!t ?ve years%O said Sidhartha Pahwa% ,I)%Meru ,a"s. he segment has #our or ?ve "ig players 5Meru% )la%

Iasy ,a"s and @ookmyca"6 and similar num"er o# medium

players. he list is growing. NBe have around 1;%;;; ca"s

operating daily while the industry as a whole has around

/;%;;; ca"s. heres a mushrooming growth o# new players%O

he said.

Pahwa added that the action is now in the digital space. NBeget around 0; per cent o# the "ookings through the digital

space now. Be have seen that the younger generation pre#ers

radio ta!i and cashless transactions %O he said.

(nand Su"ramanian% director marketing communication% )la%

NBe are growing at a rate o# -; per cent month on month and

have over -2%;;; ca"s in our plat#orm across 20 cities we

operate in. Be are e!panding at a rate o# /8 cities per month

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and our plan is to "e present across 1;; cities "y the end o#

$>10.O

Some companies like )la and Meru have launched low8cost

services. here are companies like a!i#orsure which has signedup normal ta!is under its um"rella. 7eading companies dont

own ta!is "ut provide so#tware and trained driver8owners with

Q>, sa#eguards. 'ow do they ensure sa#ety3 NBe ensure that

the partner driver who is using our so#tware should pass the

stringent compliance check o# his personal and pro#essional

papers. Iach and every ride o# ours is tracked and all the

records are maintained meticulously. racea"ility is paramount

#or us. Be also have a continuous ride #eed"ack #romcustomers to keep a high Kuality e!perience%O Su"ramanian

said.

Pahwa said some customers have switched over #rom owning

cars to radio ta!is in view o# the cost and other advantages. $or

e!ample% a car owner spends around Rs -;%;;;8-/%;;; per

month directly or indirectly on the car. his includes Rs 1/%;;;

#or the IM% Rs 1;%;;;812%;;; on the driver% Rs


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$'1 Mar&et (rends

ndia and ier 1 2 cities have a vehicle8"ased transport

history. n comparison to other cities F especially in ndiaF the

pu"lic transport is less developed

he current market o# ta!i service providers in ier 1 2 cities

is competitive "ut sta"le and has one market leader. Nier 1 2

cities ,o8)p a!isO 5*;; *;;;6 with appro!imately ;; vehiclesand 1.1;; drivers serve 2; o# the ier 1 2 cities market

and carries a"out ?ve to si! million passengers a year. (ll

together there are appro!imately 2/ million ta!i passengers a

year and *./;; ta!is in ier 1 2 cities% most o# them owned

"y small companies. =o competitor has more than 12;

vehicles% so they can descri"ed as market #ollower and market

niches. ( market challenger is missing and the ta!i industry

operates on a low level o# pro#essionalism and #reKuency in

marketing8activities and communicating 5no M,6.

(#ter a #ew crashes and ro""eries the security8 and sa#ety8issue

#or "ooth driver and customer is the current topic o# pu"lic

interest to the ta!i market. he +overnment decided to install

security cameras in all ta!is to increase sa#ety. his regulation

is valid #or the 1< largest towns and cities in whole ndia #rom

2;11.

Strate"y

he strategy is the plan o# action% the policy% the program8 it is

composed and "ased on elementary decisions and o"&ectives.

(#ter the market analysis the overall strategy #or the )7(,(@8

campaign is speci?ed asL

1. ,reate a new memora"le and uniKue "rand using a strongcorporate design

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2. ,ommunicate the "rand 5repetition6 F concentrated on the

pro#essionalism o# the company and the drivers 5and ensure the

pro#essionalism6

*. ,reate and highlight the e!perience o# going "y ta!i F inconnection with the "rand

-. +enerate and use the #eed"ack o# the customers

he strategy has di9erent o"&ectives% messages% used media

vehicles and creative

(o whom B (ar"etin"

a!i customers are the same. Ivery person in ier 1 2 cities isa potential customer and should "e satis?ed "y the ta!i8service

o# )7(,(@. he prior need o# a customer is to get #rom point (

to point @. Ivery customer e!pects good service #or a #air

charge t is as easy as it sounds. here#ore the target audience

o# )7(,(@ can de?ned as #ollowsL

NIvery ier 1 2 cities resident% employee and visitor over 10%

#emale and male 5who is interested in pro#essional% valued andsa#e transport services and wants to en&oy their ride with

)7(,(@6

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$'5 Competitor Analysis

Maor players o cab services )Or"aniDed+ inIndia are as ollowed;

Radio ta4i services;

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Startin" >p:

•

)laca"s started its operations in 2;1; #rom Mum"ai underthe name o# (= echnologies Pvt. 7td.

• a!i$orSure.com started its operation in 2;11 #rom

@angalore under the name o# Serendipity n#ola"s Pvt. 7td.

• 4"er started its operations in ndia in 2;1* starting #rom

@angalore% "ut the parent company operates under 4"er

echnologies nc% incorporated in the state o# Delaware% 4S

0undin"

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4"er got seed #unded #rom ravis Qalanick 5co8#ounder6%

+arrett ,amp 5E2;;Q6 52;;A6. he ?rm then went on to

raise angel #unding #rom 7owercase ,apital% $irst Round

,apital and a "unch o# other investors including =aval

Ravikant 5E1.* million6. his was #ollowed "y rounds o#

E11 million and E* million till 2;11 #rom investors

including Je9 @eCos o# (maCon. he last two rounds have

"een humongous and "rought in marKuee investors

including +oogle Ventures and QP,@ F E2/< million in

2;1* and E1.2 "illion in 2;1- at a whopping valuation o#

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• 4"er is way ahead in marketing as they did campaigns

during elections 5providing 4"er at a discounted rate #or

voting6% 4"erStud 5to encourage re#erral6 and #ree credits

while introducing a new customer. hey launched 4"er

,hopper% "y which you can ride a chopper and have a

view o# your citys skyline

(here are some cabs services all around the

world which are

Some o# these players are now trying to enter the market o#

ndia also

Other players in India )Or"aniDed and non;

or"aniDed+

1. go ca"s2. QSD,*. cel ca"s-. ( one airport ta!i/. mega0. #riends city ta!i. $ast rack ,ity a!i


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12. viira1*. aarya1-. easy1/. Priyadarshini ta!i

10. Mum"ai ta!i1. ca"s-share1


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• ,ustomiCed to local ndian market

• SMS tracker

• )la money

he market share o# )la ca"s are -0 and also it is the most

#ollowed ta!i service provider on twitter. )la "elieves in Kuality%

control and convenience.

Bith Ola cabs you can hire lu!ury cars rentals in @angalore like

@MB% Mercedes @enC% (udi (0 and other high end models

depending on speci?c needs. n an interview o# Mr.@havish

(ggarwal with yourstory.com he said NBe are witnessing a -;

month on month growth when it comes to "ookings and attendto over 1;%;;; customer calls per day. Be have also witnessed

a 1;; increase ToT on our "ooking through the mo"ile app

since (ugust 2;12. Bhile the app saw upward o# 2 million visits

across (ndroid and i)S% the we"8"ooking plat#orm had over /

million visitors in the last year. oday close to 2/ o# our

"ookings happen through the app. he average ticket siCe #or

our city ta!i is around =R -;;O.

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(ac&lin" competition

he ndian ca" industry is seeing more aggressive competition%

and the trend isnt going to change with "oth international and

e!isting ndian players getting into the picture. +iven this

scenario% #ocus on user acKuisition was "ound to step up. )las

move to launch a URe#erral program #or its users wasnt any

special as others also #ollowed the same suit.

)la partnered with (ppiterate to leverage ma!imum return out

o# their marketing campaigns and gain more users on their

mo"ile app. hey have "een taking data driven decisions tomake the app e!perience visual look and #eel to drive more

revenues. ts really good to see startups e9ectively using (:@

testing tools like (ppiterate to improve their sales. )ne o# the

variations through (:@ testing led to an increase in //% which

translated to a ** increase in user acKuisition via the re#erral

route (lso )la has partnered with MakeMyrip to provide

integrated ca" services to MakeMyrip customers.

0are

• $or )la mini rs 1;;:8 #or ?rst -kms and a#ter 0 km rs 1/:8

per km e!tra

• $or ola Sedan rs 1/;:8 #or ?rst 0 kms and a#ter < km rs 1<

per km e!tra

• $or prime rs 2;;:8 #or ?rst / km and a#ter rs 1:km

hey also charge rs 2:8 #or a minute #or waiting

hese rates are o# Mum"ai city% #or other cities rates may

slightly di9er.

ou can pay through credit% cash% de"it card etc.

Ola cab app

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he app is really smooth and easy to use. >ou can "ook the ca"

in seconds .the app doesnt hang also. he services are so

instant that within #ew minutes ca" would arrive at your pick up

point. he app provides users instantaneous con?rmation o#

"ooking along with necessary details like the name o# the ca"%

driver and vehicle num"er% distance #rom the users location as

well as e!pected time taken to reach the location. he app also

tracks and shows the real time movement o# the ca" #rom its

location to the location o# the customer% on a map. )laca"s can

also "e "ooked through the nternet and customer service

centers over phone.

>ber

4"er is not an ndian company.it was #ounded "y ravis kalanick

+arrett ,amp. Ryan +raves is the ,.I.). Recently it has "eenin the news #or wrong reasons "ut the service is Kuite good and

sometimes "etter than )la. No create /;%;;; &o"s #or women

in ndia "y 2;2;O is the vision o# the company. 4"er today has

-;; employees across glo"e and is "acked "y some leading

venture capitalists F +oogle Ventures% P+ ,apital% Je9 @eCos%

+oldman Sachs% @enchmark ,apital% and Menlo Ventures. 4"er

has the largest #an "ase on $ace"ook and highest rating on

+oggle play store rating. 4"er ?rst rolled out in @angalore thenDelhi% Mum"ai% ,hennai% 'ydera"ad% Pune etc. hey use the

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#ollowing marketing strategies to attract the customers towards

them

• Iveryones private driver

• )ne thing and doing it well

• ,onstant customer interaction #or improvement

• $ocus on e!periences8,onsumer willing to pay the

premium

• 4"er has no drivers natively

•

Bord o# mouth• Sales promotion

• (dvertising

• Ivents and e!perience

• Direct marketing

• Personal selling

• nteractive marketing

• $ace"ook

• nstagram Ftell your stories

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0are

t is Kuite cheap &ust like )la% in #act sometimes even cheaper

than )la ca"s

4"er ! is cheaper than (uto Rickshaw.

• 4"er "lacks "ase #are is rs 1;;:8 that is rs 1*:km%

minimum #are is rs 1/;:8

• 4"er ! Us "ase #are is rs ;:8 rs 1;:km %minimum #are is rs

1;;:8So *; km in &ust rs *;;:8 which is cheaper than a a!i or

(uto Rickshaw.

Service

Bell the service is classy and super". he ca"s are really

cleanest

)la ca"s are worn out however 4"er is cool. Drivers are also

good and they keep the ca" clean. hey provide #ollowing ca"s

• 7u!ury car services54"er "lack6

• ,a" rides54"er ta!i6

• S4V 54"erSuv6

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• ,ar rides 54"er 6


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hey provide8

• (dvanced "ooking availa"le Non demandO

• )perated "y environmental #riendly #uel F,=+

• Social media marketing

• Social media advertising

• (pplication

(lso some other advantage o# Meru ca"s are that they have

thoroughly trained chau9erWs in a smart Meru uni#orm% Guent in

Inglish and 'indi% 7ost and #ound +PS "ased tracking

technology% @asic amenities like maps o# cities% wet wipes%

clean "ottled water and a limited selection o# music% another

#eature it has is a panic "utton installed in the Meru ca"% which

ena"les the driver to connect to the ,ontrol ,entre in case o# emergency or mishap

Meru has ie up with (!is "ank F,redit:De"it card payment and

has won many (ccolades.

0are

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Meru used to charge decent amount like rs 1; per km which

was a9orda"le. 'owever% now it is Kuite e!pensive and #or a

Qm #are could "e up to Rs 2;:85a#ter 1 km6 #or day time.

!oo&in"

>ou can "ook the car on hourly "asis. >ou can call the helpline

num"er o# radio ta!i and the nearest ta!i would reach to your

home or pick up point. here is a "ooking charge also% i# you do

through phone. @ut% i# you do through Meru (pp and we"site

then no "ooking charges

Services

Service is good% ta!i is air conditioned "ut again the cost is too

much

ou can pay through cash to the driver. >ou can also use your

credit card on the meter. ( printed or e receipt would "e given

to you.

6asy Cabs

he only good thing is that Iasy ,a"s are readily availa"le "ut

the #are is too high. hey are owned "y ,arConrent. hey have

Bell trained chau9eurs% >oung% well8maintained car Geet

(menities #or com#ort. hey are ndiaWs largest car hire:rental

company% n car +PS devices #or e!tra sa#ety is there and they

have transparent pricing structure.

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0are

$or ?rst * km it is rs 0A:8 and #or night time it is rs ou can call to their num"er and "ook a ca". >ou can also

download their app and "ook. Be"site is also an option. heyare availa"le across ma&or cities.

ou can pay through credit or de"it card. 'owever cash

payment is allowed when your appro!imate advance amount is

less than Rs 1;%;;;:8

(a4i 0or sure

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he ,o8$ounders are (prameya Radhakrishna Raghunandan

+.he pro"lem is the company gets a lot o# phone calls #or

"ooking and sometimes they dont show up. )la the mo"ile

app #or personal transportation has announced that it has

acKuired a!i$orSure #or E2;; mn in a cash and eKuity deal.

Bith this deal% )la% which is already the market leader in the

personal transportation space with over 18lakh vehicles on its

plat#orm% has #urther deepened its #ootprint with a!i$orSures

operator led model. a!i$orSure is currently in - cities with

over 1/%;;; vehicles registered on its plat#orm. )la and

a!i$orSure will continue to operate as separate entities. he

leadership and all o# the 1;; employees shall continue to work

with a!i$orSure% with (rvind Singhal 5currently ,))6 "eing

appointed the ,I). (prameya Radhakrishna and Raghunandan

+% the #ounders o# a!i$orSure% will contri"ute in an advisory

role #or a certain period. )la has "een #unded "y iger +lo"al%

Matri! Partners% SeKuoia ,apital% Steadview ,apital and most

recently% So#t"ank over its #our rounds o# #und8raising. nvestors

in a!i$orSure are (ccel Partners% @essemer Venture Partners

and 'elion Venture Partners. Bith this acKuisition% investors in

a!i$orSure will roll over their stock into )la.

0are

$or point to point% hatch"ack and sedan rs AA:8 #or ?rst 0 km

and rs 1/:km a#ter 0km% S4V rs 2;;:km #or ?rst 0km. he #ares

are cheaper than Meru and Iasy ca"s "ut costlier than )la and

4"er.

!oo&in" >ou can "ook a ca" in your city either calling on the helpline

num"er% online or use app.

ou can pay through credit or de"it card and get the receipt.

>ou could also pay through cash to the driver.

Savaari'com

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Savaari ,ar Rentals is an online ca" "ooking aggregator that

aims to provide a9orda"le and sa#e ta!i services to travellers.

Bith operations across 0; cities in ndia% Savaari is uniKuely

placed as the largest car rental company in terms o#

geographical reach. Savaari provides competitive (irport

trans#ers which include toll% parking and waiting charges% ca"s

#or outstation travel as well as intra8city local ca"s. ravellers

can opt #or various ta!i "ooking packages like - 'r:-;

kilometres and < 'r:ou can "ook a ca" #or #ew hours andtravel unlimited.

Service

,ars are clean and well maintained cars and hire only

courteous and e!perienced chau9eurs who are well versed with

regional routes% drivers are good and they come on time. he

service is good i# you want to travel #or long hours within a city.

here are no toll charges like Meru ,a" and waiting charges likeIasy ,a"s. hey provide #ollowing services8

• 7ocal ,ar Rentals

• )utstation a!i

• (irport rans#er

• Savaari #or @usinesses

• )ne Bay ,a"s

!oo&in"

.5 % P a g e


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Mid review report

>ou can "ook ca"s online or "y calling on their num"er. he

user inter#ace is really cool to use.

ou can "ook the ca" "y calling on their helpline num"er or

downloading their mo"ile app. >ou can also visit the we"site.

.7 % P a g e


38/74

Mid review report

ou can pay

through credit card or cash.

(ab cab

a" ca" service is good #or corporate or "ulk "ookings not #or

individuals. a" ca"s are only present in Mum"ai and its a part

o# the radio ta!i services. Be get com#orta"le travelling

e!perience only in Mum"ai. a" ,a" has set up a dedicated

contact centre team catering e!clusively to airport "ookings.

0are

$or ?rst km rs 2 and a#ter that rs 2;. $or night it is rs **./. he waiting charges is &ust rip o9 and it is around rs 2 #or one

minute.

Service

Service is mediocre.

!oo&in"

.8 % P a g e


39/74

Mid review report

>ou can "ook the ca" online or calling on their helpline num"er

or downloading their mo"ile app.

ou can "ook online or calling to their helpline num"er.

'owever there is no mo"ile app.


40/74

Mid review report

Pay through cash

Services

hey use advanced +PRS technology in their ca"s so that these

can easily "e monitored "y their call center. )n receiving a call

#or a pick8up:drop% the reservation center uses +PRS to direct

the nearest availa"le ca" to the client. ,ost is calculated on

kilometre "asis% #rom pick8up to drop.

Advanta"es

• >ou get radio ca" service that is Prompt% ,ourteous%

Dependa"le.

• Modern% @rand =ew% (ir ,onditioned ,a"s% Bagon R 7P+

,a"s

• Ico #riendly Geet 8 clean green #uel 8 resulting in a cleaner

environment and less pollution.

• Smart Drivers

• ("ility to call #or a ta!i at the desired place o# pick8up

5residence% oXce etc.6

• Imergency security #eatures installed in the car #or

complete passenger sa#ety% "acked "y their Patrol Vans.

Cel Cabs

,el ,a"s is #ormed "y a +roup o# Mind @lowing Intrepreneurs

#rom various "ackgrounds e!tremely YPassionateY a"out

delivering their YPromoterWs VisionY helping people at large in

ndia. ,el,a"s is ndias ?rst a!i ,ompany to achieve

,erti?cation #rom Meteorology Dept.% Beights Measures +ovt

o# ndia #or their @illing System ?tted in their ,a"s. +ood #or

"ulk and corporate "ookings

0are

. % P a g e


41/74

Mid review report

$or - hours and -; km they could charge you rs ;;% waiting

charges are Rs 1;; e!tra.

!oo&in"

)nline or through phone and no apps are availa"le.


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Mid review report

service pilot didnWt work well in @angalore so we wonWt "e

#ollowing that. N@angalore "ased a!i $or Sure% another ta!i

aggregation startup% said it is evaluating all options to o9er a

seamless e!perience to its customers. YBe want to give a

choice to users%Y said (prameya Radhakrishnan% ,I) at a!i $or

Sure% which has "een #unded "y @essemer Venture Partners%

(ccel Partners and 'elion Venture Partners. he overall

unorganised ta!i rentals market is growing at -; annually% "ut

the startups is dwar?ng it with /;; annual growth in

transactions.

(Ziators like Savaari and aggregators like )la% $S are present

in most num"er o# citiesH owned ca" players have "een una"le

to scale up as rapidly

@elow is the image o# ca"s services presence across cities o# ta!i players

1$ % P a g e


43/74

Mid review report

)laca"s has the largest Geet siCe amongst all playersH Meru has

started leveraging the aggregator model as well to grow its

Geet rapidly.

1- % P a g e


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$'7 Opportunities and Challen"es or Radio Cabs

Companies in India

he radio ca" "usiness has o"served a tremendous year8on8year growth rate o# 1; over the last two years and has

emerged as one o# the #astest growing "usinesses with several

private operators entering the market. hough the radio ca"

"usiness started a"out eight years ago% the service gained

popularity only a"out three years ago when a hand#ul o# key

operators such as Iasy ,a"s% Meru ,a"s% and Mega ,a"s

entered the market. hese players have a collective market

share o# ;.

he genesis o# the modern radio ca" industry was in the

ownership model. n this model% the radio ca" operator owns

his Geet% and the driver pays a pre8decided su"scription #ee o#

Rs A;;81*;; per day or 2;8*; o# his #ares. ( #ull time driver

who works #or 20 days a month usually makes Rs 1/%;;;8

2;%;;; per month. )ver the last three8#our years% ca" operators

have provided drivers with the option o# owning the ca"s in two

1. % P a g e


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Mid review report

to #our years "y paying the eKuated monthly installments

5IMs6 #or the ca"s in addition to the su"scription charge.

he high growth o# the industry can "e attri"uted to several

#actors.$irstly% there is increase in demand in the metros andlarge cities as e!ecutives% tourists and aZuent ndians opt #or

travelling in well8maintained ca"s. hese customers want to

have a relia"le transportation source which is also sa#e%

especially those who want transport at odd hours o# the day at

railway stations or airport. $urther% the increase in demand has

"een #ueled "y an increase in the in#ormation technology and

in#ormation technology ena"led services companies in ndia.

hese companies have leased a Geet o# cars to help theiremployees commute #rom their homes to the workplace and

"ack. Seeing this trend% market players are entering into

strategic tie8ups with corporate. $or instance% Meru ,a"s% that

had started its operations on a pure @2, 5"usiness8to8

consumer6 model has recently entered into strategic tie8ups

with three ?rms in Delhi.

Secondly% many state governments are encouraging radio ca"

services "y issuing permits #or Geet operators and licenses to

operators o# radio ca"s. Bith increased #ocus on attracting

international investors% and promoting tourism% the need #or

organiCed ta!i services is inevita"ly growing. $or instance% the

Delhi government has decided to three8#old the num"er o# radio

ta!is to 12%;;;. n Maharashtra% government is even urging

owner8drivers o# the //%;;; yellow8and8"lack ta!is in Mum"ai

to switch over to the modern vehicles. +iven the demographicso# ndia and this encouragement #rom government% the radio

ca" industry is likely to o"serve healthy growth in the coming

years.

$inally% the growth o# the industry is also triggered "y support

#rom the automo"ile sector which has allowed the operators to

reduce the operating costs. (utomakers% such as Maruti SuCuki%

o9ers discounts on some o# its models #or ta!i operators. Some

automakers% such as oyota% has come up with a compressed

11 % P a g e


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Mid review report

natural gas 5,=+6 "ased variant o# its multi8utility vehicle%

nnova% whose running cost is one8third o# that o# the petrol

version.

he conducive industry environment has allowed the market toe!pand across customer segments. Bith the entry o# San

$rancisco8"ased aggregator 4"er into ndia in Septem"er1*% a

leg8up to lu!ury rentals has "een started. (lso% operators have

started targeting newer segments like railway stations apart

#rom the traditional tie8ups with airlines and travel portals. $or

instance% a" ,a" now has cars stationed at nine stations in

Mum"ai

Despite all the opportunities% the industry has its set o#

challenges that are to "e addressed "y any player to succeed in

the marketplace. he most important o# these challenges is the

customer e!perience o# a ca" service. (nalysis o# the customer

e!perience posts on social media sites such as $ace"ook and

witter has revealed that customers are not happy with older

Geets "eing used #or the service. Bith more players entering

the market% customer loyalty is emerging as a key area o#

concern #or the operators. o provide a "etter service

e!perience% operators have started ca" "ooking through i)S or

(ndroid app. Such initiatives #urther increase the outreach to

customers. 4"er also o9ers the option o# splitting #ares among

people. 'owever% all these initiatives are still to gain traction.

hough regulatory "arriers are low% a new company entering

the market has to make huge investments in vehicles%

technology% telecom eKuipment% training programs #or drivers%call centers and parking lots. n metro cities such as Delhi%

Mum"ai% and @angalore% where the charges are high% parking a

Geet o# 1/%;;; cars in airports and malls is an e!pensive

proposition.

(nother challenge that operators #ace is the economies o#

"usiness in ndia given the low per kilometer #ares.

nternational player such as 4"er ?nds the margin to "e lowerin ndia when compared to cities like San $rancisco or =ew >ork

15 % P a g e


47/74

Mid review report

and hence% has to make "ig investments to sustain themselves

in ndia. o cater to the cheaper ta!i demand% operators have

launched hatch"ack versions that are nearly 2; cheaper than

the regular ca"s. $or instance% Meru launched +enie in

'ydera"ad in Decem"er1* and su"seKuently in @angalore.

he market does not look crowded at a ?rst glance. 'owever%

only a #ew o# the new entrants have achieved modest scale or

siCa"le #unding till date. hough its diXcult to capture 1;; o#

the ta!i market all across ndia "y these players% the ta!i

market is maturing rapidly. he "usiness as such is low margin

and operationally intensive. (dding to this% the regulated and

political environment o# the "usiness coupled with anuneducated la"or #orce makes it a diXcult venture. 'ence%

despite "eing an attractive space% this is one o# those

"usinesses that one should enter with caution.

Source: Shu"ham Qumar 52;1/% March /6% )pportunities and

challenges #or Radio ,a"s companies in ndia retrieved #rom

nside M.com.

17 % P a g e


48/74

Mid review report

$'8


49/74

Mid review report

we"sites and also on call center services to attain

competitive advantage.

• $actors a9ecting the competitive rivalry are that there are

#ew players in the market% +overnment ?!es the price% and

there is a strong o# the same.

26 hreat o# =ew Intrants

• he ma&or threat to the new entrant is the initial

investment% as more V,s are investing in this industry the

company might get signi?cant sum with can have

advancement in technology products innovation and a

larger Geet o# cars.

• Iconomies o# scale would "e a signi?cant #actor% the

reason "eing as the industry is growing at a #ast pace the

economies which are availa"le to e!isting players will "e

reduced.

• he pro?ta"ility is also a9ected with entry o# new players

as this industry has low loyal customers when it comes to

lu!urious segment customers.

• @arriers to entry like the government regulations% skilled

drivers etc a9ect the same.

• nnovation in terms "ooking service products and #acilities

to the customers e.g. the diamond customer will get a

higher #acility #or using higher car miles% coupons etc. I.g.

4"er has cashless service% Meru does ca"vertising etc.

*6 hreat o# Su"stitutes

he "iggest threat to the car rental service is the threat o# su"stitutes. he "iggest su"stitute is the pu"lic transport. t

includes 7ocal "uses which have also provide lu!ury "uses and

are cheap and com#orta"le% Rickshaws% local ta!is etc.

$actors that di9erentiate Su"stitute with ,ar rental service are

as #ollowsL

• Price% availa"ility o# close competence in pu"lic transport%

cheap% easy availa"ility.

19 % P a g e


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Mid review report

• Bith advancement in the technology the companies

usually can setup the meeting via video con#erence rather

meeting in person.

-6 @argaining Power o# @uyers

• he leisure sector customer has very little or no power%

the corporate segment possess the signi?cant upper hand

in this matter.

• he switching is also low as there are not many loyal

customers% as the customers are travellers. (lso there is

no point in switching to other in terms o# price as the

prices are ?!ed "y the government.• he corporate "uyers have a say in this as they #reKuently

avail the #acility and can emphasiCe on reducing the cost

#or the service. I.g. o# corporate "uyers8 "ig corporate

houses% hotels.

/6 @argaining Power o# Suppliers

• he ma&or suppliers in this industry are ,ar dealers% #uel%

skilled drivers% and technology products.• ,ar Dealers have low "argaining "ecause there are many

car dealers in the market so to attract the loyalty o# the

"usiness they o9er low price% high end model etc.

• $uel suppliers have low to moderate "argaining power as

there are Kuite a #ew suppliers in the market and also they

cannot regulate the prices as this are regulated "y the

government. (lso the +overnment is emphasiCing in the

use o# ,=+ as it is cheaper and cleaner.• Skilled drivers have a high "argaining power as they are

on the rise% also there is unioniCation involved which

overpower the "usiness.

• echnology also has low "argaining power as the suppliers

o# the electronic meters% +PS navigation device% +S

navigation% television and also call center services are in

large num"ers.

1 % P a g e


51/74

Mid review report

Bhat analysis and #uture can "e concurred #rom $ive $orce

model 3

• he competition: rivalry is high "ut is e!pected to rise

more in the near #uture with more players entering andalso there are #oreign players entering the market. I.g o#

#oreign players L 'ertC% (vis. More and more V,s are

investing in this services like 4@IR% ta!i guide%

savaari.com% my car have all got huge sums o# investment

in it.

• he threat to the new entrant is moderate and is e!pected

to remain the same in the #uture as the regulation might

not have "igger change in it% also with the increase in therise o# skilled drivers there is less hassle #or the same. he

only pro"lem area is e!pansion as the the ma&or cities are

covered "ut e!panding in smaller areas might "e a lia"ility

#or a while. 'owever the return might "e possi"le only

a#ter / to years.

• he threat o# su"stitute is high and is going to "e high as

the technological advancements will result in cutting the

cost o# transport. he cheapness o# pu"lic transport is alsorising and also their easy availa"ility a threat.

• he "argaining power o# "uyer is going to "e more or less

the same in the #uture as the "uyers wont have say in the

prices only help would "e #or the corporate clients and

hotels that might get "ene?ts "ecause o# the constant

usage.

• he threat o# the Suppliers is moderate and is e!pected to

remain the same as the car dealers% #uel suppliers%technology and drivers dose not seem to "e on the

downturn.

SourceL vedang dave52;1/%march 1;6 PorterWs $ive $orces

(nalysis o# ,ar Rental Services in ndia. Retrieved #rom

httpsL::www.academia.edu:A-A


52/74

Mid review report

Chapter -

-'$ About the company

Rayer services

t is a company "ased in +oregaon% Mum"ai. t is an advertisingagency. Mr Gaurav (ripathi is its "usiness development head.

Rayer Services is one o# ndias most leading services provider

agencies specialiCed in a *0; degree solution #or all

advertisings needs. hey have e!clusive tie ups with promoters

and owners across all over in ndia% "y which they get special

rates and provide "est service to their clients. hey work on

esta"lished systems and processes which ensure a seamless

Gow o# work #rom "eginning to end. hey "reak "arriers whenthey need to. (nd go that e!tra mile.

5$ % P a g e


53/74

Mid review report

Mr Ameet looks a#ter the event management team and

promotion. 'e has handled many events like when Dr (PJ ("dul

Qalam and PM =arendra Modi visited Rourkela and has also

done various cele"rity endorsement and promotion.

Mr Nitin


54/74

Mid review report

• ,ustomer $ocused% Pro#essional (pproach

hey are very customer #ocused and their endeavour has

always "een to provide 1; out 1; satis#actory services to their

client. heir e!ecution team is much #ocused and theyconsistently deliver in terms o# their time and Kuality

commitments. hey are an ethical player and conduct their

"usiness with utmost pro#essionalism

-'7 Services provided by Rayer Services

OHce Stationary#


55/74

Mid review report

%corporate show #estival decoration ,ele"ration 85Diwali%

=avratri% 'oli% =ew >ear6 etc.


56/74

Mid review report

(ppearances% (#ter Dinner Speaking% Product 7aunches%

Presentations and various others.Model Mana"ement services

hey are involved in o9ering Model Management services

to their clients. hese services also help in the promotiono# the models. heir photo shoots planning and media

planning are done "y them. n order to render these

services in an eXcient manner% they remain in close

contact with the customers. heir team mem"ers guide

the client #or their promotion and creating the "est hype in

the modelling% advertising% ?lm industry

• Corporate Gitin"

Most #estive seasons "egin with presenting gi#ts tocustomers% clients and employees. Ivery organiCation will

have to pre F plan this procedure "e#ore the main day.

hey understand this reKuirement and hence provide

personaliCed corporate gi#ts likeH +i#t Voucher% calendars%

dairies% watches% Gower pots% pen stands% card holders%

paper "locks% memento and countless other options. (ll

their products are aesthetic in design and elegant in

appearance. hey have e!clusive tie Fup #or +i#t Voucherwith various departmental store at "est rate.

2ebsite *esi"n *evelopment hey are o9ering static we"site design% logo design% and

dynamic we"site and also develop e8commerce we"site%

content management system% @2@ portals% ntranet%

=ewsletter etc.

-'8 *epartments and wor& o every department

a' Mar&etin"

-'8'$ >S<

55 % P a g e


57/74

Mid review report

)ne stop o# all marketing solution at one place

-'8'- 1ps o Rayer Services


58/74

Mid review report

-'8'1 Maor competitors

• (kshara (dvertising

• 7eo @urnett ndia Pvt 7td

•,ontract (dvertising 5ndia6 7td

58 % P a g e


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Mid review report

• ,rayons (dvertising and Marketing Pvt 7td

• ,reative (dvertising F Mum"ai

• /industan (hompson Associates 8 Mum"ai% Qolkata%

Delhi% ,hennai% @angalore% ndia and worldwide in 7atin

(merica% =orth (merica% (sia Paci?c etc.

• @intas India @td ; Mum"ai% Delhi% ,hennai% @angalore%

Qolkata

• MAA !oDell Communications @td @angalore% ,hennai%

Delhi% Mum"ai% 'ydera"ad% ,ochin

• 6nterprise Ne4us Communications


60/74

Mid review report

$' (o prepare presentation on the company )Rayer

services+' In that I had to include details about the

companyJs wor&in"# its services# uture and "rowth

o advertisin" a"ency and also or di"ital

mar&etin"'

Obective:

• o know a"out the working o# the company

• Services provided "y the company

• ,lients o# the company

• Vision

• Mission

• )"&ective o# the company

• $uture o# advertising agency

• ,ompetitors o# the company

Action:

• visited the companys we"site #or knowing its vision%

mission% o"&ective% clients etc. (lso had a talk with

Mr.("hiram "usiness partner o# Mr. +aurav he told me

regarding the clients and working o# the company.

@earnin" derived

• learnt that what an advertising agency is and also how

does it work% (lso came to know a"out various

advertising agency present in ndia that are competitors o#

Rayer services.

5 % P a g e


61/74

Mid review report

-' (o prepare Euestionnaires or cab services to &now

consumers thin&in" and usa"e o cabs' (he

Euestionnaire was supposed to be made or the

mana"ers o the cab services# customers usin" the

cab services and drivers o the cab services'

Obective:

• o know the consumer "ehaviour and their #eed"ack

regarding the using o# ca" services.

Action

•

$or making Kuestionnaire used di9erent types o# scaleslike 7ikert scale% interval scale% ordinal scale etc.

• also re#erred to di9erent online Kuestionnaire patterns

and various Kuestions asked #or preparing the

Kuestionnaire

@earnin" derived

learnt a"out making o# di9erent Kuestionnaires #or

managers% customers and drivers #or ca" services. (lso learnt during the making o# Kuestionnaire is that enough

options or data should "e present in the Kuestionnaire #or

"etter understanding #or the person who will ?ll up the

Kuestionnaire.

7? % P a g e


62/74

Mid review report

.' (o collect secondary data or cab services and study

various cab services present in India especially in

Mumbai# !an"alore and *elhi' (his tas& was "ivento me as the company is launchin" a new product

i'e' a cab so "et the competitors &nowled"e I was

told to do this tas to do a deep research on cab

services i'e' se"ment wise Bor"aniDed and

unor"aniDed cab services'to Knd out the ounders

o the cab company# to do s'w'o't analysis o cab

services and to Knd out various mar&etin"

strate"ies used by this cab services and also to Kndtheir >S


63/74

Mid review report

came to know a"out various ca" services in india% also

how did they start up % learned a"out the di9erent

marketing strategies used "y the ca" services %payment

mode% #unding raised etc. all this details have mentioned

in chapter 1.

(lso came to di9erent sources to collect in#ormation

(s ca" company also do digital marketing acKuired some

knowledge o# it . learnt that how ola ca"s% ta!i #or sure and meru

started.i.e how did their #ounder caught the pain point and

decided to start such a thing.

leaned a"out various 4SP o# all the ca" services

did SB.). analysis o# the companies on my own.

7- % P a g e


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Mid review report

1' (o do a GA< analysis on various common cab

servicersJ apps li&e Scoot# "rab my cab and

Cab"uru'com'

Obective:

• o make me understand that how the various applications

#ul?l the gap o# need #or the customers which the other

app is not a"le to provide.

Action:

studied various ca" aggregators applications like scoot%

gra" my ca"% ca" guru% !igo ca" app etc.

visited all the applications we"site and #ound out how

these apps are di9erent #rom each other and what are the

things which one app provides and the other does not

provide also read the story o# the #ounder o# scoot app% !igo app

and gra" my ca".

@earnin"

came to know that such applications also do e!ist "eside

)la app %Meru app% a!i #or sure etc.

did +(P analysis on my own

came to know a"out various di9erent #unctions provided

"y di9erent apps to attract the customers.

7. % P a g e


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Mid review report

5' (o "ather inormation about cancer hospital present

in (hane# Mulund# as the company rom where I am

doin" my sip also wor&s or a NGO that wor&s orcancer patients so this tas& was "ivin" to me'

Obective:

he o"&ective was to collect the name o# the cancer

hospital names in a speci?c area. o understand the working o# Drishti ,ancer patient =+)

o raise #unds #or the cancer patients "y doing events in

malls

Action:

visited the &ustdial.com we"site and noted out all the

names o# the reKuired hospital

also called some hospital #or the details o# the cancer

patients

@earnin"

learned that how a #und is raised "y the =+) i.e "y doing

various events in the malls and #rom that 0; o# the #unds

collected is given to the patient #or their treatment and

other -; is kept "y the =+) as they hired the place in

the mall so they have to pay the rent and other

e!penditures o# volunteers and etc.

71 % P a g e


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Mid review report

7' (o "et inormation about the top di"ital mar&etin"

a"encyJs in Mumbai and also to setup meetin"swith my "uide or the Euotation

Obective:

o ?nd out the name o# the top digital marketing company

and set meetings with the mentor

to ?nd out their Kuotations #or doing promotion #or *

months campaingn.

Action:

• gathered the name o# the companies through

Sulekha.com and Iconomic times

(his is the list o top -? ad a"encies

1. )gilvy and mather John goodman F,.I.)

2. Mccann Irickson ndiaSantosh Desai8President

* .7owe 7intasPranesh Misra8President and ,))

-. JB,olvyn J 'arris8,.I.)

75 % P a g e


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Mid review report

/. 7eo @urnett(rvind Sharma8chairman

0. Mudra ,ommunication

Madhukar Qamath8,.I.)

. +rey Borldwide(shutosh Qhanna8,.I.)

RPreet Qs"edi8President

11. Rk Swamy @@D)Shekar Swamy8President

12. Saathi and saathi

V shantakumar8MD and ,.I.)

1*. @ and B communicationsMukesh +upta8MD and ,hairman

1-. Iuro RS,+Suman Srivastava8President

1/. @ates enterpriseSunhash Qamath8,.I.)

10. (m"ience Pu"licis=akul ,hopra8M.D

1. SS, and @ 7intas(shish @hasin8President.

1


68/74

Mid review report

1A. Dentsu MarcomRa&esh (ggarwal8I!ecutive Director

2;. nter#ace

=+ (lai8I!ecutive Director and +roup ,$)

5his in#ormation got #rom economic times newspaper.6

(hese are the ( and Radio Advertisin" company names

o !ombay which I "ot rom Sule&ha'com

1. (m"est Media% Santa,ruC east2. ^* media% ,hurchgate*. +ood 7uck (dvertising% hane Best-. Vorte! ,ommunication Pvt.7td% hane Best/. (man Pu"licity Services% Virar Iast0. Space (ge (dv. Services .@andra Iast. Meenakshi Intertainment% Powai


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Mid review report

8' (o visit various mall i'e' /ypercity and R mall to

observe the consumer behaviour in the mall and

also to see and study di=erent types o schemes

"iven out to attract the consumers'

Obective:

to see peoples "ehaviours visiting the mall

schemes and discounts o9ered

no.o# shops and various "rands present in the mall

weather they come "y private vehicle o# pu"lic

transport

Action

visited 'ypercity mall 5hane %+odh"under rd6 and R

mall5hane6

o"served people "ehavious "y roaming in the mall% "y

visitng various shops like the Ma!% mega mart% vegeta"le

and #oodgrain section% the apparel section% #oodcourt etc.

o"served various schemes and discounts laid out %no. o#

shops present and the layout o# the mall@earnin"

learnt a little a"out the discount schemes and various

"rands present in the mall

here were "ig "ig "anners% posters kept so as to attract

the people regarding the ongoing end o# season sales%

schemes % discount o9ers etc.

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9' (o do promotion o my company throu"h

Sule&ha'com# Indiamart'com# Ol4# Euic&er#

as&me'com and yellow pa"e and to do lead

"eneration o the company throu"h database

provided to me'

Obective:

• o promote the company at various sites as mention

a"ove

• o do lead generation through data"ase

Action

created my account Sulekha.com% ndianmart.com%

askme.com% )l! and Kuicker.

posted and ad o# my company

#or lead generation was given a data"ase so called upon

around 2;; people and made them aware a"out my

company.

@earnin"

i learnt to do lead generation

how promotion is done on all such we"sites and also how

and ad is posted% "ecause "e#ore this never used all such

sites.

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SI< @earnin"Js )64periential @earnin"+

$irst o# all learnt what an advertising agency is and what does

it do3 (n advertising agency provides its services #or its clients

and #ul?ls all their reKuirement whether it is #or "randing%

promotion% product launching% also it does creates% plans and

handles advertise #or the clients.

n Rayer services learned a"out the Product 7aunch (ctivity

that "e#ore launching o# product what all things are to "e done

i.e. the company who is launching the product should have in

depth knowledge a"out its competitors whole history% e!isting

players in the market #or the similar players% the company

should know its target customers and accordingly the product

should "e made availa"le to them. also o"served that the

company who is launching the product has a plan o# every

detail things whatever they are going to do. $or e!ample Rayer

services has a plan o# 0 months #or developing o# the producttill its launching% they know whom they want to target and how

to approach their customers. hey also decided that #or *

months they will do digital marketing campaign and they will

spend at least *; o# their #unding on promotions and "randing

o# their products.

learned a"out working o# various ca" services a"out their

marketing strategies% how they attract customers "y laying out

various schemes like )la gives out #ree ride% Saavari gives outthe unlimited km i# "ooked #rom airport in @angalore% Meru has

+Ps tracking system etc.

read a"out the stories o# the owner o# the ca" companies and

applications like )la% a!i #or sure% Scoot% and +ra" my ca".

read stories o# Mr @havish (ggarwal in which he said that he

used to #ace pro"lems #or hiring o# ta!is due to their non8

availa"ility and as he was ha"itual o# using it so it "ecame hispain point and he decided to launch )la ca"s% similarly co8

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#ounders o# ta!i #or sure Mr Raghunandan and Mr. (pramaya

once were sited in a "ar and having a conversation and within

#ew minutes they made a rough plan o# ta!i on a tissue paper

and they decided to launch ta!i #or sure. hen read a"out

+un&an hakuria and Sagar >arnalkar owner o# scoot app they

created this app so that they can "ring all the ca" aggregators

at a single plat#orm and work. nitially they created this app

only #or themselves and they were en&oying using it so they

later on decided to launch it on play store.

learned to do S.B.). analysis o# ca" services #or various ca"

companies. #or this went through all the ma&or ca" services

details and #ound out that what one ca" service provides andwhat the other doesnt provide in this way came to know their

strengths% also all the ca"s services are not present everywhere

some are present only in ma&or cities while some are present

only locally so this "ecame the opportunities #or the ca"

services to e!pand wherever they are not present. Strength o#

one ca" service "ecomes the weakness o# the other ca"

services as they could not provide that type o# services and

threats were like government policies% also some cases ?ledagainst ca" services like 4"er etc.

(s Rayer services also does we"site development and we"site

designing learnt a"out working o# we"site development and

type o# we"site. here are two types o# we"sites i.e. static and

dynamic. n static we"site yearly contract is done so that i#

clients want to do any changes% add data or remove data then

it can "e done within 1 year it is cheaper than dynamic we"site"ecause in dynamic we"site a user id and a password is to "e

provided to the clients so that they can do changes to their

we"site "y themselves.

(s we were already taught various methods #or making

Kuestionnaire applied that knowledge and made *

Kuestionnaires #or ca" services. applied use o# various scales

in it like ordinal scale% interval% scale etc.

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also attended meeting #or digital marketing o# Mr. =irav

rivedi and Mr. +aurav ripathi learnt many things in the

meeting like e!changing o# cards% how a meeting is terminated

well% and what all points are to "e discussed in the meeting.

learnt that how corporate meetings are held also it plays an

important role to present you as was told to "e in a per#ect

#ormal dressing. came to know more a"out whatsaap

marketing% SMS "last and Radio Marketing during the meeting.

=ow a days there is a "ig trend o# digital marketing learnt

names a"out top 1; ndian digital marketing companies. (s

was told to set meetings o# various people with my guide

learnt to take appointments and how to talk with the other

corporate people. (lso noticed that meeting was started and

ended on a per#ect time. $rom which learnt that timing plays a

very crucial role.

he other thing which o"served was to keep a dairy and a pen

with you always and whenever youre senior or "oss tells you or

gives you any work you should note it down and also during the

meeting you should carry these things and should note down

the important points.

(s my guide also discussed with me the rough marketing plan

#or ca" services came to know that how they allocated "udget

#or promotions and other activities. (s was also told to visit R

mall and 'ypercity to o"serve people "ehaviour% how many o#

them come to purchase things% how many o# them &ust come

#or time pass. Bhat types o# people come whether they come

in car% ca"s or pu"lic vehicle3 'e told me to o"serve variousschemes and discounts given "y the shops as well as how they

gave their ads% learnt all the a"ove things.

learnt to do +(P analysis o# application o# ca" services . was

told to study all scoot% gra" my ca" and ca" guru and was

supposed to do +(P analysis "y mysel#. had to see that which

application #ul?ls the gap o# the customers desire and how

many customers are satis?ed "y using this application.

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was told to do lead generation o# the company #or we"site

development and designing and also #or other services

provided "y the company. used Sulekha.com% ndiamart.com%

askme.com% Kuicker and )l!. did promotion o# the company to

generate more clients. $or created lead one should know how

to pitch a correct client. So came to know that a"ove we"sites

were the solutions #or doing the promotion o# our company.

o"served peoples working "ehaviour around me% they come

on regular time and some o# them work continuously without

wasting a single minute.

cab report mid sip

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