Docsity
Log inSign up
Docsity
Prepare for your exams
Prepare for your exams

Study with the several resources on Docsity

Earn points to download
Earn points to download

Earn points by helping other students or get them with a premium plan

Guidelines and tips
Guidelines and tips
Sell on Docsity
Sell on Docsity
Log inSign up

Prepare for your exams

Study with the several resources on Docsity

Find documents

Prepare for your exams with the study notes shared by other students like you on Docsity

Search Store documents

The best documents sold by students who completed their studies

Search through all study resources
Docsity AINEW

Summarize your documents, ask them questions, convert them into quizzes and concept maps

Explore questions

Clear up your doubts by reading the answers to questions asked by your fellow students

Earn points to download

Earn points by helping other students or get them with a premium plan

Share documents
download point icon20 Points

For each uploaded document

Answer questions
download point icon5 Points

For each given answer (max 1 per day)

All the ways to get free points
Get points immediately

Choose a premium plan with all the points you need

Study Opportunities

Choose your next study program

Get in touch with the best universities in the world. Search through thousands of universities and official partners

Community

Ask the community

Ask the community for help and clear up your study doubts

University Rankings

Discover the best universities in your country according to Docsity users

Free resources

Our save-the-student-ebooks!

Download our free guides on studying techniques, anxiety management strategies, and thesis advice from Docsity tutors

From our blog

Exams and Study
Go to the blog

PickMe: Sri Lankan Taxi & Hotel App - Market Analysis & Customer Segmentation, Slides of Brand Management

Cardiff Metropolitan UniversityBrand Management

An introduction to pickme, a sri lankan taxi hailing and delivery app developed by digital mobility solutions ltd. The document also discusses the impact of political and economic factors on the tourism industry in sri lanka and how it affects pickme's business. Furthermore, the document covers customer segmentation models for pickme's hotel reservations, including demographic, geographic, psychographic, and behavioral segmentation. The document also discusses the competition and brand identity prism of pickme.

Typology: Slides

2022/2023

Uploaded on 01/15/2024

jayath-jayasekara
jayath-jayasekara 🇬🇧

1 document

1 / 19

Toggle sidebar

This page cannot be seen from the preview

Don't miss anything!

bg1
BSP6074 STRATEGIC BRAND
MANAGEMENT
CASE STUDY OF PICKME
CL/CBABM /24/74 - Amarasinghe Lakamlage Luthmi Lushala
CL/CBABM /24/75 - Sumaiya Binth Mohamed Rafeek
CL/CBABM /24/78 - Jayath Malaka Jayasekara
CL/CBABM /24/79 - Maha Saminlage Don Nipun Devinda
CL/CBABM /24/82 - Neena Shynee Abraham
pf3
pf4
pf5
pf8
pf9
pfa
pfd
pfe
pff
pf12
pf13

Partial preview of the text

Download PickMe: Sri Lankan Taxi & Hotel App - Market Analysis & Customer Segmentation and more Slides Brand Management in PDF only on Docsity!

BSP6074 STRATEGIC BRAND

MANAGEMENT

CASE STUDY OF PICKME

CL/CBABM / 24 / 74 - Amarasinghe Lakamlage Luthmi Lushala CL/CBABM / 24 / 75 - Sumaiya Binth Mohamed Rafeek CL/CBABM / 24 / 78 - Jayath Malaka Jayasekara CL/CBABM / 24 / 79 - Maha Saminlage Don Nipun Devinda CL/CBABM / 24 / 82 - Neena Shynee Abraham

INTRODUCTION TO PICKME

  • PickMe is a Sri Lankan taxi hailing and delivery app developed by Digital

Mobility Solutions Ltd

  • It launched in June 2015. The app is available in English, Sinhala and Tamil on

Android and iOS

  • Found by Zulfer Jiffrey
  • The PickMe software is a platform that facilitates a real time connection between

the taxi passenger and the taxi driver, enabling mutual engagement for the receipt

and delivery of a seamless service.

  • PickMe has access to Tuk, Flex, Mini, Car, Minivan and Luxury cars

P

Global political arena and Sri Lanka’s political situation has been facing lot of issues lately due to tourism as in the cases on France, UK's exit from EU and flowing refugee crisis. This will impose new targets into to the industry.

E

Exchange rates are possessing more threats in revenue generation, Increase in gas & Oil Prices may affect the flight fares and taxi fares.

S

Changes customer preferences in terms of site seeing to entertainment and more lifestyle oriented tourism etc are changing avenues for travel operators and OTAs , Increasing trend in one stop e-commerce could dominate OTAs in future by coordinating multiple services through one platform.

T

Video conference facilities are limiting the business travels and impacting the segments, Online trends gives more consumer insights.

E

Online shopping considered to be more environment friendly.

L

Increasing regulations for information protection and cookie laws have been threatening OTA operating mode. Increasing anti trust and competition regulations dominating the industry on price parity.

Customer Segmentation For PickMe Hotel

Reservation.

Segmentation Models How To Segment Customers Demographic Segmentation Age – 18 - 40 / 40-55 / 55 and above Budget – LKR 1000 – LKR 80000+ Marital Status – Unmarried /Married Geographic Segmentation City – Listed cities in Sri Lanka Psychographic Segmentation Personality – Business travelers / Group of travelers / Leisure travelers Interest – pool with view/ spa and wellness center / fitness center / Facilities for disabled guests Behavioral Segmentation Feature usage – Free cancelation / online reservation fee payment. Habits – Customer’s seasonal engagement with the app.

What is Brand Identity Prism?

Definition:

Brand identity prism is defined as the hexagonal-

prism-shaped marketing model that includes six

elements crucial for building a brand and

establishing the brand identity. The six vital

characteristics of brand identity incorporated in

the brand identity prism are – physique,

personality, culture, relationship, reflection, and

self-image (Bhasin, 2021).

Strong brands are capable of weaving all aspects into an effective whole in order to create a concise, clear and appealing brand identity (Yunus Emre Yastioglu, 2014 & Bhasin, 2021). Jean-Noël Kapferer Six parts of Kapferer Brand Identity Prism (Bhasin, 2021 & LOMBARD,

KAPFERER’S BRAND IDENTITY PRISM
What is Brand Identity
Brand Identity was mentioned for the first time in Europe by Kapferer in 1986. It is the outward expression of the
brand including its name, trademark, communications and visual appearance. The brand’s identity is its
fundamental means of consumer recognition and symbolizes the brand’s differentiation from competitors (Yunus

Emre Yastioglu, 2014).

New Customer Segment
With low, middle class & Foreign clients in the Sri Lankan region as its target market, PickMe will concentrate
on the App Development to promote tourism. Because of the simplicity and quality of our services, the target
market is encouraged to utilize them rather than those of our rivals.
We think the following factors have a role in our clients' decision to use our taxi service:
  • Performance. We operate with the single objective of getting clients where they need to go quickly,
effectively, pleasantly, and safely.
  • Excellent Service. Private use, prompt pickup, excellent customer service.
  • Quality. This entails offering courteous service in tidy, well-kept vehicles.
  • Convenience. The credit/debit card functionality is included here.

Further Development for PICK ME TAXI New Technology solutions, Attractive Theme’s, Hotel Recommendations, Advertisements, Graphic Design, App updates, Using symbols to the brand logo. Customer’s can very easily identify the pick me service types, Run radio ad campaigns using catchy marketing slogans, Rooms at a Discount Promising Flyers, Tour Guide. Can use PickMe as a transportation hub for hotel Guest’s. Pick-me has become a very Close Friend of local customer’s. Price, Quality of Service, Coupon Redeem, E-mail, Client Handling, Communication. Responsible staff, Local Knowledge of the place ,Patient, Punctual And Honest, Cleanliness And Hygiene, Customer Support. Good Communication, Positive Traits, Encourage Foreigners to ride the PickMe taxi, Utilize local HR, Stop discrimination, Recycle Waste, Traditions in Hotels. Enhancing Customer Loyalty, Aquatic Taxi, Tour Guide, Improve social media network, Safety, Affordable, Customer Review & Feedback. Can use PickMe app for online Hotel booking.

Secondary brand associations

 Brand associations
The brand's linkage to a secondary entity causes the occurrence of secondary
brand associations because this entity typically has its own knowledge structure in
the consumer's memory (Keller 1993).
 Company
 Country of origin
 Celebrity spokesperson
 events

Secondary brand associations

 Country of origin
As we all know Sri Lanka is
world well known destination
to travel for all travelers and
people love to travel in this
little island because of the
beautiful and hospitality they
get from Sri Lankans.

Secondary brand associations

 Celebrity spokespersons
Kara and nate
Kara and nate is travel couple in Tennessee who travel more
than 100 countries and have a YouTube channel with 3.25 m
subscribers.
Lexie limitless
Lexie limitless is youngest solo traveler who have travel to
every country. She also has a you tube channel with 403 k
subscribers.

Competitive advantages of Pick Me upon the market

  • A competitive advantage is something unique to a firm or industry that cannot be easily imitated.
  • Speed and responsiveness. Think about pick me, It’s based on saving customers time, pick me sells time.
  • No more waiting around and going through the trouble of finding a cab, pickme solved it all. You press a button and the car arrives to pick you up.
  • By improving a product or service in a way that delivers the result to the customer faster and with less hassle, you’re off to a good start.
  • Quality- Why do you pick a vehicle that’s costly to go to a hi fi gathering, instead of the nano cab one? You prefer quality, you want things to work and you never want to be disappointed.
  • We will always prioritize the quality of a product/service, even if it costs a bit more.
  • Price- This third one works nicely by itself. When you offer the same service for a more affordable price, you’ll naturally have a competitive edge over your competitor.
  • If you do offer a lower price, you must be absolutely sure that you’re not sacrificing the quality of your service because of it.
  • Earlier we mentioned how we will always prioritize the quality over the cost. This is why you need to make sure that you’ll be matching your competitors quality or even top it before you lower the prices.

Positioning Strategy of Pick me

  • Positioning Strategy 2P+2P
  • PEAK TIMES+PEAK DESTINATIONS-POOLING+PRE-SCHEDULED DEPARTURES FEATURES -
  • TAXIES DEPARTING AT FIXED TIMES FROM POPULAR DESTINATIONS
  • POOLING ACCESIBILITITY HOW IT WORKS –
  • FOR FIXED DEPARTURES – PASSENGER CAN ARRIVE ON TIME – CREATE ZERO WAITING
  • POOLING – SHARED AMONG THE NUMBER OF PASSENGERS – CREATE LESS PRICES

References  Yunus Emre Yastioglu, Z. C., 2014. Kapferer Brand identity Prism. [Online] Available at: https://www.slideshare.net/Zeynepkn/kapferer-brand-identity-prism [Accessed 10th March 2014].  Bhasin, H., 2021. Brand Identity Prism – Definition, Importance and Examples. [Online] Available at: https://www.marketing91.com/brand-identity-prism-pepsi/ [Accessed 3rd September 2021].  LOMBARD, C., 2018. The Brand Identity Prism and how it works. [Online] Available at: https://howbrandsarebuilt.com/the-brand-identity-prism-and-how-it-works/ [Accessed 21st December 2018].  Lanseng, E.J. and Masandaviciute, S. (2005). Effects of Secondary Associations on Brand Value: a Study of the Relationship Between Corporate Image and Consumers’Willingness to Pay. ACR Asia-Pacific Advances , [online] AP-06. Available at: https://www.acrwebsite.org/volumes/11884/volumes/ap06/AP- 06#:~:text=(Keller%201998).-.  non., 2022. Why Oaky. [Online] Available at: https://oaky.com/en/blog/hotel-segmentation [Accessed 16 09 2022].