Marketing plan of CarBuddy, an Android app providing driver rental service. Created during a marketing internship under Prof. Sameer Mathur, IIM Lucknow.
3. 53700 new vehicles are hitting Indian roads everyday.
Private vehicles constitute a large chunk of these.
However, most of the car owners don’t drive the car themselves and
look out for a professional driver.
4. CarBuddy is a one stop solution, aiming to provide temporary driver
service.
Operates through an eponymous mobile app.
Offers an opportunity to book a driver anytime on an hourly basis, for
any kind of trip, at an affordable rate.
7. Efficient and prompt service through
experienced drivers.
Providing service at any time, any place (within
operating zone).
Offers service for round trips, one way trips
and outstation trips.
Affordable rates and cashless facility.
8. Current Product Line
A 150 strong driver fleet.
Free features- Book a driver at
least 6 hours before the journey.
One-way trips and outstation
round trips.
Premium features- Book a
driver only 1 hour before the
journey.
Special offers and seasonal
discounts.
Get a driver outside the
operating zone (within a
specified distance).
9. Market Positioning
CarBuddy will be positioned as a one-stop-solution to all types of driver
needs, providing quality service at an affordable price.
CarBuddy will start its operation initially in Bangalore, Mumbai, Delhi and
Chennai and plans to extend it later. With a significant demand and a
prompt service, CarBuddy aspires to be the leader in this still
unorganized sector.
12. Opportunities
This sector is still heavily unorganized, and with proper
strategies CarBuddy can scale up quickly with inclusion of
more experienced drivers through better pay packages.
CarBuddy may start a driving training school with the
expertise of professional drivers.
Expanding to more cities across India.
13. Threats
Stiff competition from existing driver centres.
Garnering popularity may be a problem initially.
Lack of innovation in future.
15. CarBuddy targets urban middle class who own a car but cannot afford a
permanent driver, and people who use car occasionally.
For its future plan of driving school, it targets the young generation whom
they can further rope in after successful completion of their training, thus
strengthening their position.
17. Getting 300 drivers on the platform and completing 30000 rides in the
first year.
Generating $400,000 as revenue in the first year and increasing it by
10% for next 2 years.
Opening driving schools in each operating city and expanding the
entire business to 5 more cities by next 3 years.
20. Customer Needs
A smooth ride at the convenience of own car, without worrying
about traffic and driving.
Saving time and energy.
To not employ a permanent driver for occasional rides.
Moving around at affordable rates, coupled with quality service.
A hassle free outstation trip with the service of a professional driver
21. Collaborators
Channel Members- Mobile app stores e.g. Google Play Store
and Apple App Store.
Communication Partners- Social media sites like Facebook,
Twitter to keep everyone aware about new developments of
CarBuddy.
Entities sponsoring the app for advertising their products.
24. Points of Difference
Easy cancellation of booking.
Provision to book drivers even only an hour before the journey to
premium users.
Low night travel charges.
Special offers and seasonal discounts.
Providing drivers at outstations which are at a specified distance
from operating zone.
Flexible work hours to employees coupled with performance bonus.
26. One click booking and
cancellation.
Special offers and
discounts.
Enjoy exclusive features
with premium version.
Huge download of the app
from app stores.
Successful marketing of
advertised products.
Good pay
package, flexible
work hours.
5 day weeks,
work-life balance
Decent ROI.
Churning profits from
the first year itself.
Future growth and
chance to be the leader
in this business.
To Collaborators To Customers
To Employees
To Investors and Owners
29. Free Features
Free listing for drivers.
Book drivers at least 6 hours
before the journey.
One way trips and outstation
round trips.
No cancellation fee till 1 hour
after booking.
A 24x7 active Response Team to
address customer concerns.
Have access to both cash and
cashless facility.
Premium Features
Book a driver even before 1
hour of commencement of
journey.
Outstation one-way trips.
No cancellation fee.
Lesser night travel charges.
Special offers and seasonal
discounts.
33. Most of the features in the app would be free.
The base fare for driver service is $6 for 4 hours
and $1 for every additional hour.
Premium users have to choose between a
monthly subscription for $30 and a yearly
subscription for $300.
Premium users will have exclusive access to a lot
of facilities and offers which will improve their
holistic experience.
35. Customers will be provided special offers and discounts. Customers can
also earn additional discounts through referral codes.
Incentives for employees are flexible work hours and performance
bonus.
Sponsoring entities will be given more digital space and they will also
be provided first preference for advertising their products if CarBuddy
open its own website in the future.
37. Through traditional advertisements like
print ads, TV ads and banners.
Creating a dedicated social media team
to make people aware about CarBuddy
and its offerings.
Online advertisements in relevant
websites.
Partnering with college festivals to
generate mass awareness.
Word of mouth publicity.
Advertisement through other non-
competitive mobile apps.
Through referral codes.
44. Analysing target segment.
App development, launching and roping in professional drivers.
Setting up business teams.
Determining the pricing strategy.
Marketing through different communication channels.
Develop future expansion strategies.
46. A one month survey for understanding target market.
Launching the app and taking continuous feedbacks from customers.
App development and roping in professional drivers in next 2 months.
Setting up business teams within 3 months.
Aggressive marketing through different communication channels.
Develop future expansion strategies over next few years depending on the
success of the venture.
