The brief
The project covered a business plan and a marketing strategy for a moto-taxi service entering the market in Istanbul. The client is not named in this case.
What we did
Business plan and market analysis
The market-entry section covers current conditions and trends for launching the service, market size and potential, the target audience, a description of the business and product, a SWOT analysis with competitor data, marketing, the organisational structure with staff, premises and equipment, and risk factors.
Positioning and marketing strategy
From the analysis we defined the positioning. The strategy describes the client portrait, their values, where to reach them offline and online, the insight, motives and choice criteria, and the logo.
Creative concept and advertising campaign
Based on the analysis and competitor data, we developed a creative concept and an advertising campaign to build interest in the company. The campaign plan covers a website with a Direct ad campaign, an app for Google Play and the App Store, a referral programme, a viral video and social media communities.
Profit growth
A marketing strategy for increasing profit in three directions: recruiting drivers, attracting customers and running promotions.
Technical roadmap
A roadmap for the technical side of the project: general provisions, platforms and development tools, a promo site for investors, a promo site for customers, a customer app and an app for moto-taxi drivers.
The website, apps and video appear in the strategy as planned channels.
Related
For strategy work: Marketing strategy that survives contact with the market. For market research: Market analysis for marketing decisions.
Project lead: Marketing MIX. Client: moto-taxi service in Istanbul (not disclosed).