meru service mktng 1

8/3/2019 Meru Service Mktng 1

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By:

Bhoomika Mehta

Rahul JumaleVinay Mourya

Varun Ranawat

Ishan Kenia


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Industry Overview

Company overview

STP

SWOT Porters Five Forces Model

7Ps For Service

CRM Future Recommandation


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The Taxis arrived in 1911 to complementhorse wagons.

Number of taxis (Padmini cabs)(cabs): About

58,000 In Greater Mumbai and 98,566In Mumbai MMR in 2009


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In April 2007, "MERU was launched in Mumbai inassociation with India Value Fund Advisors inMumbai.

other main metros like Delhi, Hyderabad and

Bangalore in April 2008 Meru Cab has the largest fleet of Radio Taxis in

India

Currently, there are 1450 Meru Cabs in Mumbai

alone & all over more than 3500 cabs. plans to manage a fleet of at least 12,000 cabs

in the next 3 years.

Each Meru Cab covers more than 200 km eachday.


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Our vision is to give urban commuters in India a world-class travelling experience, by using a technology that hasevolved in developed countries over the past twenty years,

It was totally on research theory:

Electronic Meters

Mileage

Upholstery

Speed

Driving comfort


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Urban commuters

Business Class

Exclusivity-who want Travel experience.

Airport and Railway drops Entertainment occasions


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Exclusivity

Reliability

Accessibility


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Well trained Drivers Benefit to society by running clean fuel based

vehicle, accident & medical insurance to driver punctuality & location is tracking by GPS system Tamper-proof digital cab meters

Strength

Largely depend upon on technology

Do not keep any back-up file Server problem Do not ready for short distanceWeaknesses


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Tie-up with Tours & travelcompany

Penetration in Tier 2 citiesOpportunities

BEST AC Bus service Other Competitors Government restrictions Raising Fuel Prices

Threats


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7Ps For service marketing


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Modern, well-serviced, air-conditionedluxury taxi

State-of-the-Art Backend Technology

Digital tamper proof Meters and PrintersCustomer Service Center

Professionally Trained chauffeurs

A speed alert alarm system


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13

Theodore Levitts Total Product Concept

Comfort

Fare Price

Good Service

Speed

Meru

Cab Service

Complain

number for

Feedback &

comment

Can pay byCheque if no

cash

Credit Card ServicesExpected

ProductAugmented

Product

Pick up & drop

Service

at Your spot

Lost &

found

Service

AirConditio

ner

Electronic

Meter

Entertainmentoption like

Music, TV

Magazine &

Other related

books

Cleanness

Booking

option

through Web

Panic Button &

first-aid kit


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Old Fare New Fare

Flag Down Fare (FirstKm) Rs.20/- Rs.22/-

Every subsequent Km Rs.14/- Rs.15/-

Waiting Charge Rs. 0.50 per minute Rs. 0.50 per minute

Night Charge 25% extra on above 25% extra on above

Mumbai Fare Structure


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Old Fare New Fare

Flag Down Fare (FirstKm) Rs.15/- Rs.20/-

Every subsequent Km Rs.15/- Rs.20/-

Waiting Charge Nil Nil

Night Charge 25% extra on abovefrom 11p.m. to 5a.m.

25% extra on abovefrom 11p.m. to 5a.m. above

Delhi Fare Structure


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Flag Down Fare Rs. 30/-

Every Subsequent Km Rs. 15/-

Waiting Charge First 10 mins : No chargeSubsequently : Rs.1/minute

Night Charge 25% extra on above from 11p.m.to 5a.m.

Hyderabad Fare Structure


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Flag Down Fare (First 4 Km) Rs. 60/-

Every Subsequent Km Rs. 15/-

Waiting Charge First 20 mins : No charge

For next every 15 mins or partthereof Rs. 10/

Bangaluru Fare Structure


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In metro cities-

Mumbai

Delhi

BangaloreHyderabad.


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Word Of Mouth promotion

Promotion mostly through Radio

Through their Meru Cab

'Don't drink and drive' promotion in Delhi Tie up with TGIF & Restaurants


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Customer service centre employees

Proper training to drives for bettercommunication skill, service knowledge,

inter personal skill Accident & Medical insurance for Drivers

India Value Fund (IVF), a premier privateequity fund, managing a corpus of over US $

650 MM took an equity stake in the Company


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Blue print


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Calling toCallCenter

Get cabNo.&Name ofdriver

Went toCustomerpoint

Destinationpoint

Pay Fareprice

Line of Interaction

Line of Customer visibility

Back end system

Fr

o

nt

st

a

ge

B

a

c

k

st

a

ge

Customerswimlane

Inform to Meru

cab Driver

BookingMeru Cab

RecordCustomerRequest

Conformation of Call toclient

Informe to Call

center

TechnologyenabledsystemsSwimlane

ActionF

Beginningof process

Endof process

Waitingpoint

Fail point

W

Service Experience Blueprint for Meru Cab

Receipt to

customer

W

F


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A printed receipt for every fare, providingdetails of distance travelled and totalamount payable.

Every fare of a Meru is digitally transmitted

back to the Control Centre and is recordedfor reference

Chauffeurs in a smart MERU uniform.

Basic amenities inside the car like face

tissues, FM Radio, First-aid kit etc Routine spot checks by Patrol Vans to ensure

highest standards of service

Meru Identification Card


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Rivalrybetween

competitors

Bargainingpower of

consumers

BargainingPower ofSuppliers

Threats OfSubstitute

Threats ofNew entry


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Meru Cab Gold Cab Mega Cab Cool Cab

Colour Silver Green Yellow Red Black Sky blue

Maintaince Taken byCompany

Taken byCompany

Owned bydrivers

Owned bydrivers

Pay to co Rs. 800/-

ContactNumber +91 2244224422 +91 2232449999 /32443333

+91 2242424242 +91 2238649955

No.Of Cabs App. 1800 App 1000 App. 1200 App.1300


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CRM is a contact centre for managingrelationship with customer-throughtelephone ,email, web mail etc.

It endows the employee of the organizationwith the information they need to knowabout their customers wants and needs, and

to build long term sustainable relationship

between the firm and its customers


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Increase customer retention and acquisition

Increase sales

Decrease cost

Eliminate infrastructure hassles


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Commuting by taxi in cities like Mumbai and Delhi was anightmare constantly dealing with flat rates, faultymeters, creaking vehicles, rash rude and negligent driversetc. That was until Meru Cabs rolled out its fleet of marketredefining taxis.

Non availability of cabs when distance is short The need for a safe and reliable taxi service was strongly

felt in a city like Mumbai where customers needed a taxiservice which was as good as personal chauffeur drivenvehicle with significant up gradation over the existing taxiservices

The customer felt a vacuum in the available taxi serviceslike hiring facility, physical taxi stands, dependability ofservice and the condition of the taxis on road. Taxi oncall/at the door step was missing in the present taxiservices.


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Meru has plans to develop his company V-Link into an end-to-end transportationcompany as he mulls over entering into busrapid transit system and looks forward to aprivate-public partnership in Indian Railwaystoo.

Travel


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Thank You

meru service mktng 1

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