meru service mktng 1
TRANSCRIPT
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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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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