Baxi – shared economy
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Digital marketing strategies adopted by BAXI
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Baxi – shared economy
- 3. COMPANY FACTS • Founder : Ashutosh Johri • Became India’s first motorbike taxi company in Gurgaon on Dec 1, 2015 • Company has grown to 500+ bikes,150,000+ customers and completed around 1,000,000+ rides • On-demand bike taxi service uses only commercial bikes • The company does close to 3000 trips per day across Gurgaon, Noida and Faridabad • Yellow number plates
- 4. INSPIRATION BEHIND THE IDEA • To bring safer mode of transportation for women • To reduce green house emission through sharing economy • To give employment opportunities for blue-collar workers and unemployed people • To target all range of customers at affordable price
- 5. BUSINESS MODEL • The company provides helmets for the pillion rider safety along with hair nets for hygiene • 65% of the trips originate offline • After a trip is over the riders are also provided with face wipes to freshen up • Pilots are well trained on hygiene, etiquette, safety and other aspects to make the passenger comfortable during the ride • Each ride is tracked in real time through GPS and their Rapid Action Team is always on the alert • Rides at base fare of Rs 10, followed by Rs 4 per km and Rs 1 per minute of ride time charges
- 6. HOW DID THEY GET TRACTION FOR THEIR BUSINESS • Providing loan processing and insurance for its riders • 100% bike financing • Passengers, too, will be covered under its insurance plans • Employment opportunities • The app also has built-in safety features, relating to tracking of riders and speed • Last-mile connectivity • Book rides on BAXI app with out internet connection
- 7. DISRUPTION
- 8. PITFALLS • Safety issue • Weather issue • Uncomfortable • Cannot commute for long distances • People with luggage cant travel
- 9. MARKETING STRATEGIES • Started off in cities with very high traffic, so that when people are stranded in their last mile baxi drivers can give them a ride. • Clever advertising by showing the surge pricing of Ola and Uber in bad light. • Baxi promised customers by saying “NEVER GUESS YOUR FARE WITH US” • Coupons and promo code for first time • Tie ups with taxi unions • Fixed price • Cheapest last mile connecter • Metro cities • Places where last mile connectivity is less • Commercial bikes • 100% financing for drivers Product Place PromotionPrice On the go Cheapest last mile commuter Safety factor