An analysis on Meru Cabs

1. AN ANALYSIS ON MERU CABS
Department of Management Studies
Indian Institute of Technology Roorkee
B M N 5 0 8 – M A R K E T I N G M A N A G E M E N T- 1
PRESENTED BY
ANOOP TS - 20918004
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2. COMPANY INFORMATION
Founded in 2007: Mumbai India.
2019: Mahindra and Mahindra (55%).
Slogan: Rely on Us
Offices: 24 Cities in India (2019)
Employees: 500+
Countries: 1, India
5000 ICEV Cabs and 300 EV
Focusing on Ride sharing, Car rental
Services and EV Taxi Market
Philosophy
We strive to deliver the promise of
unshaken reliability and trusted service to
all our valued customers in every ride
offered.
Neeraj Gupta
Founder & Managing Director
Founders
Source : https://www.meru.in/about-us/our-philosophy
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3. Redefining the MERU STP
SEGMENTATION, POSITIONING AND TARGETING (STP)
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• Focusing on the Corporate travel Segment (B2B) in Bulk
• This niche is relatively under tapped and MERU wants to focus here
• MERU Wants to become the market leader in the EV Taxi Segment
• Classify the customers in to Corporate customer and Other via Mobile Application with ease
“ MERU SWITCH”
• Focus on shared mobility segment via Gyld and Smart Shift
• MERU want to position themselves as a sustainable corporate travel solutions.
Broad Low-cost to Narrow Low-cost
Redefining Strategy
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4. Redefining the MERU Marketing Mix.
MARKETING MIX
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Marketing
Mix
Product
Price
Promotion
PlaceProcess
People
Physical
Evidences
• Ride Sharing Services.
• Usage of clean green fuel resulting in a cleaner environment
and reduced pollution.
• Emergency security features such as a panic button, first aid
kits, ‘Lost and found’ tracking system and MERU SWITCH.
• Corporate Pricing Rather than Personal Ride, Charged only
from your pick up point to your drop point and no surge
pricing.
• Recruiting the right staff and training them appropriately.
• HQ in Mumbai and Services available in All major cities.
• Promotions focuses as “100% Eclectic and 0% Emission” tag.
• Mobile Application and Customer Services Canter in 24X7.
• Well maintained taxis in the market.
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5. A firms success depend up on how the departments performs and coordinate its work, the core business
processes are:
VALUE CHAIN AND CORE COMPETENCE
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• The Market Sensing Process: Getting in to corporate level travel partner.
• The new offering realization process : Meru got in to delivery of essential services in lockdown.
• The Customer acquisition process: Focusing on niche market and differentiating personal and work
travel also ensuring 100% Electric and 0% Emission tag.
• The CRM Process : The MERU Switch.
• Fulfilment of Management process : Bulk orders from the companies; and it is a sustainable income
for MERU after Covid-19 scenario.
• 100% Electric and 0% Emission , MERU Switch and Partnering with other logistic companies will give
the competitive advantage for MERU.
• As MERU is investing on EV Taxis in future will give them more customers in the Major Cities also as
per the CSR point of view many other corporates might partner with them.
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6. Currently MERU Cabs is a SBU of Mahindra and Mahindra
GROWTH OPPERTUNITIES
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• Ansoff Matrix/ Growth Share Matrix
Existing
Market
Existing
Product
New
Market
New
Product
Market
Penetration
Market
Development
Product
Development
Diversification
Source : Image
:https://content3.jdmagicbox.com/comp/ahmedabad/e6/079pxx79.xx79.1311121517
43.v7e6/catalogue/meru-cabs-ahmedabad-txhaxcectn.jpg
Integrated Growth
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7. THANK YOU
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