Urban, tech savvy, middle to upper-middle income
Individuals who value safety and convenience and are willing to pay a premium.
2 target segments:
1) They are usually not familiar with the local roads and the local language so they would prefer a chauffeur who speaks English
3) They are often the victims of unscrupulous taxi drivers
4) They usually prefer not to buy a car because local cars are expensive
Parents with school children. Service that takes the kids to school. If four children share a car the costs equates to the school bus cost. The additional benefit is that this is a door to door service.
School buses are inconvenient because:
1) Children have to wake up much earlier than their class start time to catch the bus because the bus caters to many students in a particular vicinity
2) More remote housing neighborhoods cannot find school buses
3) Buses work on fixed schedules therefore students find it difficult to stay for extracurricular activities.
The CS marketing strategy at this stage has three main goals:
1) Build awareness of the product within target groups – #1 priority.
2) Differentiate the product from competing offerings (primarily vs. personal cars; secondary vs. taxis)
3) Encourage to try the product – CS is an experience-based product, and consumers will need to try it before recognizing its value.