Rayer Services

Mid review report

A
Mid Review report
On
Summer Internship
At

On

Cab services In India

Submitted to:
by:
Dr.Jitendra Sharma

Submitted
Vrushika Patel
Gr No: 212

Xcellon school of Business Management, Ahmedabad

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Acknowledgement
I would like to take the opportunity to express my deep
gratitude to all those who have been the part of this report in
some way or the other. First and foremost, I would like to thank
my company guide Mr. Gaurav Tripathi (Business
Development), for his valuable guidance, and for allowing me
to work on the topic that developed my marketing skills, for
getting knowledge for my career growth.
I am thankful to my faculty guide Dr.Jitendra Sharma for his
encouragement and timely suggestions which helped me
greatly during the course of this project. His criticisms and
valuable insights were very useful in preparation of my SIP Mid
review report.
I would like to thanks my college faculty also for their support
during the SIP. At last, I would like to thanks my family
members, friends and relatives for their valuable help during
the survey

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Table of content
Acknowledgement
Chapter 1 Industry Analysis
1.1 Overview of cab services Industry
1.2 Market Dynamics
1.3 Growth Rate of Cab Industry
1.4 Market Trends
1.5 Competition Analysis
1.6 Opportunities and Challenges
1.7 Porters 5 competitive forces model of cab
Industry.
Chapter 2
2.1 About the Company
2.2 Vision
2.3 values
2.4 objectives
2.5 why This Company?
2.6 Services provided by the company
2.7 Departments and work of every department
a. Marketing Department
2.7.1 USP
2.7.2 4ps of Rayer Services
2.7.3 Target Market (clients)
2.7.4 Major Competitors
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b. Human Resource
c. Financial management

Chapter 3
3.1 Task Assigned
3.2 Task Achievements
SIP Learnings
Log book Status
Chapter 4
4.1 Appendix

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Chapter 1
Industry Analysis
1.1 Overview of cab services Industry
What is a cab?
A taxicab, also known as a taxi or a cab, is a type of vehicle for
hire with a driver, used by a single passenger or small group of
passengers, often for a non-shared ride. A taxicab conveys
passengers between locations of their choice. This differs from
other modes of public transport where the pick-up and drop-off
locations are determined by the service provider, not by the
passenger, although demand responsive transport and share
taxis provide a hybrid bus/taxi mode.

History of the taxi industry

Taxicabs were invented to provide easy travel solutions to
everyday working class people who either had limited
transportation options, or a need to ride in style without having
to drive themselves. The industry has been around since the
1600s when the horse and buggy was used to transport
individuals in Paris. It wasnt until the 1800s when the trend
carried over to the US and other countries, becoming most
popular in the city of New York. The trend started after mass
development of the automobile came into play. People saw an
opportunity to loan automobiles out to create competition for
the horse and buggy industry, in which they ultimately
succeeded.
The first taxis cabs that came on the market were battery
operated vehicles, in which the batteries weight upwards of 800
pounds. By 1899 the taxicab became so popular that there was
an introduction of 100 taxicabs onto the streets of New York
City alone. By the 1900s more than 600 additional taxicabs, as

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well as a host of privately owned taxi companies came into play

in the same city.

Evolution of taxis
Today we still use taxicabs in a variety of major metropolitan
areas across the country, and other similar countries. Taxis
have been integrated into our culture, being a major symbol
many associate with the city of New York. It also has become a
faucet in the entertainment industry and news media. While the
yellow taxi cab has been integrated into many societies, there
now exist an extension of the traditional taxi that seeks to
revolutionize the industry. This new extension is called
ridesharing, which is application in which it becomes easier and
more convenient to get rides in an untraditional manner.
The concept is fairly easy. Such applications allow you to hail a
ride from a stranger, and save cash at the same time. To most
individuals who use such a service they see ridesharing as
economic freedom, in that they no longer have to pay
outrageous prices to hail a ride. Such apps came into existence
around 2010

Taxi market in India

There are two types of cab services
1. Organized

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2.Unorganized

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cab services in India

12%

Organized
Unorganized

88%

The radio taxi market has seen a lot of traction over the past
couple of years. The Indian radio taxi market is pegged
anywhere between $6-$9 billion dollars by different estimates,
and is forecast to grow at 17-20% annually. More importantly,
only about 12% of this market is organized sector the rest is
by operators who own fleets of 2-50 cars and typically have a
presence in one city. Ola cabs seem to be the front-runner in
the Indian market with their state-of-the-art mobile first
approach to booking cabs. It was the first Indian taxi company
to make users aware of the nearest cabs; this gave the freedom
to users to book cabs at their own convenience. Its really good
to see Ola giving Uber a tough fight in the Indian market by
constantly upgrading its technology.
Ola has been aggressively trying to make sense of the data to
increase their mobile dominance. To further strengthen their
data-science and products roadmap, Ola is now partnering with
Appiterate, a mobile A/B testing and app relationship marketing
platform for mobile apps

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1.2 Market Dynamics of Taxi Industry

Hailing a cab (or sharing it) has never been easier. All you need
to do is to download a simple app, punch in the location details
and in a matter of minutes youll have a ride waiting for you at
your doorstep. But have you ever wondered about the
dynamics behind it? When was the first time you hopped on a
UBER or a Lyft or used any other such service? In most cases, it
would have been a message, an e-mail or a social media post
from a friend sharing their referral code/link, which made you
use the service.

How Referral Marketing Brought Change In The

Taxi Stratosphere?
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The real change in the current taxi stratosphere isnt decades

old, in fact, UBER (the forerunner) brought this revolution only 6
years back. Being an early adopter, it benefitted from many
factors that included leveraging local growth opportunities
and others, however, what really made a difference was wordof-mouth publicity/referrals that were generated by its loyal
users.
Since the service meant downloading a mobile app, In-app
referrals emerged as the most convenient way of enticing users
to use the service. With stiff competition, both within the
industry and from local services, these cab start-ups became an
overnight favourite. After all, it was all about the convenience
and trust (powered by the magic of word of mouth/referrals)
that was being served on a platter to the users! It doesnt come
as a surprise then that better-off cab services today use referral
marketing to boost app downloads, thereby increasing their
customers base.

Why Are In- App Referrals Popular Within the Cab

Industry?
Popular Cab Services That Offer App Referrals
There are numerous cab services that offer customers referral
links, however below mentioned are the best and the most upvoted by its users

UBER

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One of the most popular In-app referral programs is run by

UBER. It offers a two-way referral, where in both the referrer
and the friend gets incentivised. With UBER, one can either hail
the cab service or sign up as a driver to be eligible for a referral
program.

Simple Steps for UBER Referral

GrabTaxi
GrabTaxi is one of the fastest growing taxi platforms in
Southeast Asia. Though the company does not have a
passenger referral program, they have one for their drivers.

LYFT
Lyft was conceptualised to give meaning to community
ridesharing. This fine aspect coupled with referral marketing
has made it the biggest competitor to UBER today.
The concept of cab sharing apps has gained much significance
in the last 3 years. While few popular names are present in
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multiple cities across the globe, a few local players are also
gaining tractions from everyday commuters.

SIDE CAR
One of the newest services, Sidecar seems to be a popular pick
amongst users. Much like Lyft, SideCar also follows community
ridesharing. Since the focus is on community building (through
drivers), they have a unique referral program meant for friends
that refer new drivers.
Source: Taru Bhargava(2015,May) How The Cab Industry Is
Making the Best Of Referral Marketing! (web log post).Retrieved
July 8,2015.from http://www.appvirality.com/blog/cab-industryreferral-marketing/

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1.3 Growth Rate of Cab Industry

The Indian taxi industry has grown into a $13-billion enterprise,
including the unorganised sector

Mega Cabs and Fast Track Taxi came into existence in 2001
itself, with small fleets. However, the market started seeing
traction only from 2006 onwards when Meru, Easy Cabs (owned
by Carzonrent) and Savaari all came into existence almost in a
span of one year. There are several competitors now in the
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radio taxi market, with their own respective war chests to

build / aggregate their fleets, as shown by the image below.
(Note:
The image does not include other companies such as Mega
Cabs, Fast Track Taxi, Tab Cab, Your Cabs and Cabs 247 as
they operate in specific regions and information is not
comprehensive and verifiable
Uber has raised $307 million globally, including from Google
Ventures. Funds being allocated to the Indian market is not
available)

Although the radio and mobile taxi segment constitutes only 5

per cent of the Indian taxi market, the segment is witnessing a
significant growth with competition hotting up and new players
and technology making an entry every now and then.

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The radio taxi segment posted a 35 per cent compounded

annual growth rate in the last five years. We expect this to
continue in the next five years, said Sidhartha Pahwa, CEO,
Meru Cabs. The segment has four or five big players (Meru, Ola,
Easy Cabs and Bookmycab) and similar number of medium
players. The list is growing. We have around 10,000 cabs
operating daily while the industry as a whole has around
50,000 cabs. Theres a mushrooming growth of new players,
he said.
Pahwa added that the action is now in the digital space. We
get around 60 per cent of the bookings through the digital
space now. We have seen that the younger generation prefers
radio taxi and cashless transactions , he said.
Anand Subramanian, director marketing communication, Ola,
We are growing at a rate of 40 per cent month on month and
have over 42,000 cabs in our platform across 26 cities we
operate in. We are expanding at a rate of 5-7 cities per month

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and our plan is to be present across 100 cities by the end of

FY16.
Some companies like Ola and Meru have launched low-cost
services. There are companies like Taxiforsure which has signed
up normal taxis under its umbrella. Leading companies dont
own taxis but provide software and trained driver-owners with
KYC safeguards. How do they ensure safety? We ensure that
the partner driver who is using our software should pass the
stringent compliance check of his personal and professional
papers. Each and every ride of ours is tracked and all the
records are maintained meticulously. Traceability is paramount
for us. We also have a continuous ride feedback from
customers to keep a high quality experience, Subramanian
said.
Pahwa said some customers have switched over from owning
cars to radio taxis in view of the cost and other advantages. For
example, a car owner spends around Rs 40,000-45,000 per
month directly or indirectly on the car. This includes Rs 15,000
for the EMI, Rs 10,000-12,000 on the driver, Rs 8,000-10,000
for fuel and Rs 3,000-5,000 for maintenance. A car owner
drives 1,200 per month. This works out to Rs 33 per km. For a
radio taxi service, the running cost per km is around Rs 20, he
said. On the new technology, Subramanian said, The mobile
app shows the available cabs nearby and allots a cab, which is
closest to the customer and provides him with navigation to
reach the customer without having to call for directions.
Customers can also book a cab later by setting the date and
time.
Sources: George Mathew (2014, December 8) New players,
technology push growth in radio cab sector. Retrieved from
http://indianexpress.com/article/business/business-others/newplayers-technology-push-growth-in-radio-cab-sector/

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1.4 Market Trends

India and Tier 1 & 2 cities have a vehicle-based transport
history. In comparison to other cities especially in India the
public transport is less developed
The current market of taxi service providers in Tier 1 & 2 cities
is competitive but stable and has one market leader. Tier 1 & 2
cities Co-Op Taxis (300 3000) with approximately 700 vehicles
and 1.100 drivers serve 20 % of the Tier 1 & 2 cities market
and carries about five to six million passengers a year. All
together there are approximately 25 million taxi passengers a
year and 3.500 taxis in Tier 1 & 2 cities, most of them owned
by small companies. No competitor has more than 120
vehicles, so they can described as market follower and market
niches. A market challenger is missing and the taxi industry
operates on a low level of professionalism and frequency in
marketing-activities and communicating (no IMC).
After a few crashes and robberies the security- and safety-issue
for booth driver and customer is the current topic of public
interest to the taxi market. The Government decided to install
security cameras in all taxis to increase safety. This regulation
is valid for the 18 largest towns and cities in whole India from
2011.

Strategy
The strategy is the plan of action, the policy, the program- it is
composed and based on elementary decisions and objectives.
After the market analysis the overall strategy for the OLACABcampaign is specified as:
1.
Create a new memorable and unique brand using a strong
corporate design
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2.
Communicate the brand (repetition) concentrated on the
professionalism of the company and the drivers (and ensure the
professionalism)
3.
Create and highlight the experience of going by taxi in
connection with the brand
4.

Generate and use the feedback of the customers

The strategy has different objectives, messages, used media

vehicles and creative

To whom Targeting
Taxi customers are the same. Every person in Tier 1 & 2 cities is
a potential customer and should be satisfied by the taxi-service
of OLACAB. The prior need of a customer is to get from point A
to point B. Every customer expects good service for a fair
charge It is as easy as it sounds. Therefore the target audience
of OLACAB can defined as follows:
Every Tier 1 & 2 cities resident, employee and visitor over 16,
female and male (who is interested in professional, valued and
safe transport services and wants to enjoy their ride with
OLACAB)

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1.5 Competitor Analysis

Major players of cab services (Organized) in
India are as followedRadio taxi services-

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Starting Up:
Olacabs started its operations in 2010 from Mumbai under
the name of ANI Technologies Pvt. Ltd.
TaxiForSure.com started its operation in 2011 from
Bangalore under the name of Serendipity Infolabs Pvt. Ltd.
Uber started its operations in India in 2013 starting from
Bangalore, but the parent company operates under Uber
Technologies Inc, incorporated in the state of Delaware, US

Funding
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Uber got seed funded from Travis Kalanick (co-founder),

Garrett Camp (~$200K) (2009). The firm then went on to
raise angel funding from Lowercase Capital, First Round
Capital and a bunch of other investors including Naval
Ravikant (~$1.3 million). This was followed by rounds of
$11 million and $37 million till 2011 from investors
including Jeff Bezos of Amazon. The last two rounds have
been humongous and brought in marquee investors
including Google Ventures and KPCB $258 million in
2013 and $1.2 billion in 2014 at a whopping valuation of
$18.4 billion
Ola Cabs got Angel funded to the tune of ~$1 million
(2011), followed by a growth investment of $5 million by
Tiger Global Management. There were follow up rounds by
Tiger and Matrix Venture Partners for $20 million
Taxi For Sure raised seed funding from Accel Partners,
Helion Venture Partners, Blume Ventures (Unknown
Amount) (2012) and followed a similar trajectory to raise
$4 million followed by a round of $10 million in 2014

Going Mobile:
OlaCabs launched its Mobile App on Android first, followed
by iOS in 2012 followed by Windows in 2014
TaxiForSure launches its Mobile App on Android & iOS in
2013 followed by Windows in 2014
Uber started its operations in India (2013) with Android
and iOS apps. Uber App on Windows platform is published
by Caro Apps

Unique Marketing Initiatives:

OlaCabs provided a lot of promo codes on their website to
give huge discounts in various segments. They also
started the trends of providing fixed rate drops to the
airport when they launch in a city
OlaCabs provides cabs at INR 13 per kilometre whenever
Auto Unions call a strike
TaxiForSure provides promo codes on Tuesdays
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Uber is way ahead in marketing as they did campaigns

during elections (providing Uber at a discounted rate for
voting), UberStud (to encourage referral) and free credits
while introducing a new customer. They launched Uber
Chopper, by which you can ride a chopper and have a
view of your citys skyline

There are some cabs services all around the

world which are

Some of these players are now trying to enter the market of

India also

Other players
organized)

in

India

1. go cabs
2. KSTDC
3. cel cabs
4. A one airport taxi
5. mega
6. friends city taxi
7. Fast Track City Taxi
8. cool cab
9. bookmycab.com
10.
Apollo
11.
she cab (WOMEN)
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(Organized

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12.
13.
14.
15.
16.
17.
18.
19.
20.
21.
22.
23.
24.
25.
26.
27.

viira
aarya
easy
Priyadarshini taxi
Mumbai taxi
cabs4share
Mumbai Cab Services
Quick cabs
smaart cab
Komfy Cabs
Mango
Delhi Taxi Service
Just Cab
Star Cabs
A One Cab Service
City Car Hire

Ola cab
The Founder and C.E.O of Ola cab are Bhavish Aggarwal and
Ankit Bhatti. The vision of the company is to To expand in
every city in India and provide access to great transportation
across cities. Mumbai based Ola Cabs, 30k cabs on its platform
and with 1500 operators spanning across 20 cities. It is also
doing 20k Diwali deliveries in 20 cities where they are
present .here, they deliver sweets and dry fruits to the relatives
of the customers and money is paid through the Ola money
wallet but is just a marketing experiment done by them it is not
their business. Ola started itself by taking help from
yourstory.com. The marketing strategies used by Ola cabs are Free Rides
Coupons
Application
Social media marketing
Social media advertising
Customer centricity
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Customized to local Indian market

SMS tracker
Ola money
The market share of Ola cabs are 46% and also it is the most
followed taxi service provider on twitter. Ola believes in quality,
control and convenience.

With Ola cabs you can hire luxury cars rentals in Bangalore like
BMW, Mercedes Benz, Audi A6 and other high end models
depending on specific needs. In an interview of Mr.Bhavish
Aggarwal with yourstory.com he said We are witnessing a 40%
month on month growth when it comes to bookings and attend
to over 10,000 customer calls per day. We have also witnessed
a 100% increase QoQ on our booking through the mobile app
since August 2012. While the app saw upward of 2 million visits
across Android and iOS, the web-booking platform had over 5
million visitors in the last year. Today close to 25% of our
bookings happen through the app. The average ticket size for
our city taxi is around INR 400.

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Tackling competition
The Indian cab industry is seeing more aggressive competition,
and the trend isnt going to change with both international and
existing Indian players getting into the picture. Given this
scenario, focus on user acquisition was bound to step up. Olas
move to launch a Referral program for its users wasnt any
special as others also followed the same suit.
Ola partnered with Appiterate to leverage maximum return out
of their marketing campaigns and gain more users on their
mobile app. They have been taking data driven decisions to
make the app experience visual look and feel to drive more
revenues. Its really good to see startups effectively using A/B
testing tools like Appiterate to improve their sales. One of the
variations through A/B testing led to an increase in 55%, which
translated to a 33% increase in user acquisition via the referral
route! Also Ola has partnered with MakeMyTrip to provide
integrated cab services to MakeMyTrip customers.

Fare
For Ola mini rs 100/- for first 4kms and after 6 km rs 15/per km extra
For ola Sedan rs 150/- for first 6 kms and after 8 km rs 18
per km extra
For prime rs 200/- for first 5 km and after rs 17/km
They also charge rs 2/- for a minute for waiting
These rates are of Mumbai city, for other cities rates may
slightly differ.

Payment
You can pay through credit, cash, debit card etc.

Ola cab app

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The app is really smooth and easy to use. You can book the cab
in seconds .the app doesnt hang also. The services are so
instant that within few minutes cab would arrive at your pick up
point. The app provides users instantaneous confirmation of
booking along with necessary details like the name of the cab,
driver and vehicle number, distance from the users location as
well as expected time taken to reach the location. The app also
tracks and shows the real time movement of the cab from its
location to the location of the customer, on a map. Olacabs can
also be booked through the Internet and customer service
centers over phone.

Uber

Uber is not an Indian company.it was founded by Travis kalanick

& Garrett Camp. Ryan Graves is the C.E.O. Recently it has been
in the news for wrong reasons but the service is quite good and
sometimes better than Ola. To create 50,000 jobs for women
in India by 2020 is the vision of the company. Uber today has
400 employees across globe and is backed by some leading
venture capitalists Google Ventures, TPG Capital, Jeff Bezos,
Goldman Sachs, Benchmark Capital, and Menlo Ventures. Uber
has the largest fan base on Facebook and highest rating on
Goggle play store rating. Uber first rolled out in Bangalore then
Delhi, Mumbai, Chennai, Hyderabad, Pune etc. They use the
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following marketing strategies to attract the customers towards

them
Everyones private driver
One thing and doing it well
Constant customer interaction for improvement
Focus on
premium

experiences-Consumer

Uber has no drivers natively

Word of mouth
Sales promotion
Advertising
Events and experience
Direct marketing
Personal selling
Interactive marketing
Facebook
Instagram tell your stories

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to

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the

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Fare
It is quite cheap just like Ola, in fact sometimes even cheaper
than Ola cabs
Uber x is cheaper than Auto Rickshaw.
Uber blacks base fare is rs 100/- that is rs 13/km,
minimum fare is rs 150/ Uber x s base fare is rs 70/- rs 10/km ,minimum fare is rs
100/So 30 km in just rs 300/- which is cheaper than a Taxi or
Auto Rickshaw.

Service
Well the service is classy and superb. The cabs are really
cleanest
Ola cabs are worn out however Uber is cool. Drivers are also
good and they keep the cab clean. They provide following cabs
Luxury car services(Uber black)
Cab rides(Uber taxi)
SUV (UberSuv)
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Car rides (Uber X)

Payment
It could be a problem for those who prefer cash or credit/debit
cards. Uber India said credit card will remain its only mode of
payment for the service and maintains that it is operating
under the ambit of law. You can only pay through Pay Tm
because government does not allow certain foreign companies.
However once you learn to use Pay TM then it is easy. Uber, the
ride-hailing app, announced on November 13, 2014 that it has
tied up with Paytm, a digital payments service provider based
out of NCR .Users can link their Debit Card or Bank Account via
a Paytm wallet to the Uber account to pay for all rides. Users
will have the option to add money to, or top up the wallet using
multiple payment options.The app is really cool and it works
great just like Ola. It is simple with easy to learn interface.

Meru cabs
The Founder and Managing Director of Meru cabs are Mr.Neeraj
Gupta and Rajesh Puri is the C.E.O. the vision of the company is
To give urban commuters in India world class travelling
experience, by using a technology that has evolved in
developed countries over the past 20 years. The company has
presence all over India with over 6000 cabs. It is one of the
largest Indian Radio Taxi providers in the country. Meru cabs are
bit expensive if you are a normal working guy.

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They provide

Advanced booking available on demand

Operated by environmental friendly fuel CNG
Social media marketing
Social media advertising
Application

Also some other advantage of Meru cabs are that they have
thoroughly trained chauffer's in a smart Meru uniform, fluent in
English and Hindi, Lost and found GPS based tracking
technology, Basic amenities like maps of cities, wet wipes,
clean bottled water and a limited selection of music, another
feature it has is a panic button installed in the Meru cab, which
enables the driver to connect to the Control Centre in case of
emergency or mishap
Meru has Tie up with Axis bank Credit/Debit card payment and
has won many Accolades.

Fare

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Meru used to charge decent amount like rs 10 per km which

was affordable. However, now it is quite expensive and for a
Km fare could be up to Rs 20/-(after 1 km) for day time.

Booking
You can book the car on hourly basis. You can call the helpline
number of radio taxi and the nearest taxi would reach to your
home or pick up point. There is a booking charge also, if you do
through phone. But, if you do through Meru App and website
then no booking charges

Services
Service is good, taxi is air conditioned but again the cost is too
much

Payment
You can pay through cash to the driver. You can also use your
credit card on the meter. A printed or e receipt would be given
to you.

Easy Cabs
The only good thing is that Easy Cabs are readily available but
the fare is too high. They are owned by Carzonrent. They have
Well trained chauffeurs, Young, well-maintained car fleet &
Amenities for comfort. They are India's largest car hire/rental
company, In car GPS devices for extra safety is there and they
have transparent pricing structure.

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Fare
For first 3 km it is rs 69/- and for night time it is rs 87/-(for
Delhi)
After 3 km it is rs 23/km and rs 28.75/km for night time. For
waiting charge you around rs 30 per hour. Waiting charge is
really low.

Service
Taxis are good and drivers are also professional .they know
their directions and the cab is safe for women also

Booking
You can call to their number and book a cab. You can also
download their app and book. Website is also an option. They
are available across major cities.

Payment
You can pay through credit or debit card. However cash
payment is allowed when your approximate advance amount is
less than Rs 10,000/-

Taxi For sure

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The Co-Founders are Aprameya Radhakrishna & Raghunandan

G.The problem is the company gets a lot of phone calls for
booking and sometimes they dont show up. Ola the mobile
app for personal transportation has announced that it has
acquired TaxiForSure for $200 mn in a cash and equity deal.
With this deal, Ola, which is already the market leader in the
personal transportation space with over 1-lakh vehicles on its
platform, has further deepened its footprint with TaxiForSures
operator led model. TaxiForSure is currently in 47 cities with
over 15,000 vehicles registered on its platform. Ola and
TaxiForSure will continue to operate as separate entities. The
leadership and all of the 1700 employees shall continue to work
with TaxiForSure, with Arvind Singhal (currently COO) being
appointed the CEO. Aprameya Radhakrishna and Raghunandan
G, the founders of TaxiForSure, will contribute in an advisory
role for a certain period. Ola has been funded by Tiger Global,
Matrix Partners, Sequoia Capital, Steadview Capital and most
recently, Softbank over its four rounds of fund-raising. Investors
in TaxiForSure are Accel Partners, Bessemer Venture Partners
and Helion Venture Partners. With this acquisition, investors in
TaxiForSure
will
roll
over
their
stock
into
Ola.

Fare
For point to point, hatchback and sedan rs 99/- for first 6 km
and rs 15/km after 6km, SUV rs 200/km for first 6km. The fares
are cheaper than Meru and Easy cabs but costlier than Ola and
Uber.

Booking
You can book a cab in your city either calling on the helpline
number, online or use app.

Payment
You can pay through credit or debit card and get the receipt.
You could also pay through cash to the driver.

Savaari.com
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Savaari Car Rentals is an online cab booking aggregator that

aims to provide affordable and safe taxi services to travellers.
With operations across 60 cities in India, Savaari is uniquely
placed as the largest car rental company in terms of
geographical reach. Savaari provides competitive Airport
transfers which include toll, parking and waiting charges, cabs
for outstation travel as well as intra-city local cabs. Travellers
can opt for various taxi booking packages like 4 Hr/40
kilometres and 8 Hr/80 Kilometres for local travel. Do look for
special packages that they have to offer in select cities like
Bangalore where you can travel unlimited kilometres for
8Hrs/10 Hrs. without any restriction on the kilometres travelled.
The unlimited travel km package can be booked for airport
pickups in Bangalore.

Fare
Savaari offers you pretty flat rates within the city limits. Savaari
also offers trips between 2 cities. You can travel for unlimited
kilometre in the city once you have booked the cab. In Mumbai
rate starts from Rs 1450/-.You can book a cab for few hours and
travel unlimited.

Service
Cars are clean and well maintained cars and hire only
courteous and experienced chauffeurs who are well versed with
regional routes, drivers are good and they come on time. The
service is good if you want to travel for long hours within a city.
There are no toll charges like Meru Cab and waiting charges like
Easy Cabs. They provide following services

Local Car Rentals

Outstation Taxi
Airport Transfer
Savaari for Businesses
One Way Cabs

Booking
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You can book cabs online or by calling on their number. The

user interface is really cool to use.

Payment
The driver creates an electronic receipt and payment is done
electronically.

Mega Cabs
It is a radio taxi like Meru Cabs and they are bit expensive.
They are known for their Reliability, 24 X 7 customer service,
GPS Enabled Cars, Well Trained Courteous Chauffeurs,
transparent Pricing, always on time, value for money, Awarded
as the Service outlet of the year in 2013

Fare
Fare charges differ from city to city. In Delhi it is about Rs 23
km. For night about Rs 23 per km. for night charges are 25%
extra.

Service
Cabs are good but they charge you 30/- for waiting. And the
cab is not that safe for women. Convenience, Clean and
Comfortable Cars

Booking
You can book the cab by calling on their helpline number or
downloading their mobile app. You can also visit the website.
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Payment
Multiple Payment Options Quick and Easy. You can pay
through credit card or cash.

Tab cab
Tab cab service is good for corporate or bulk bookings not for
individuals. Tab cabs are only present in Mumbai and its a part
of the radio taxi services. We get comfortable travelling
experience only in Mumbai. Tab Cab has set up a dedicated
contact centre team catering exclusively to airport bookings.

Fare
For first km rs 27 and after that rs 20. For night it is rs 33.75.
The waiting charges is just rip off and it is around rs 2 for one
minute.

Service
Service is mediocre.

Booking

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You can book the cab online or calling on their helpline number
or downloading their mobile app.

Payment
The only payment option is through cash. No credit or debit
card. Moreover, you also have to pay 5% service tax.

Wings Radio Cabs

Wings Radio Cab is one of the reliable names in the cab rental
and car hire business, offering services in Pune, India. It is the
first company which started Radio Cab Services in Pune. They
offer fleet services to corporate houses and individual online
cab hire services to households and individuals and also offer
both intercity and intra-city cab facilities. A proper
documentation and permits is done for all the cabs, so that
their client's will not face any problem due to the absence of
proper documents. They also have proper back-up for any
emergency. The cab drivers recruited by them are well
educated and are trained to handle the emergency situations. It
is the first company to initiate green fuel like LPG and CNG in
their cabs.
They have gained Leadership Excellence Award in 2013 from
Brands Academy, which is a premier brand management
consultancy.

Fare
Rs 20/km for day and Rs 30/km for night. Waiting charges are
Rs 1 per min for day and night both. Moreover, you also have to
pay 5% service tax.

Booking
You can book online or calling to their helpline number.
However there is no mobile app.

Payment
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Pay through cash

Services
They use advanced GPRS technology in their cabs so that these
can easily be monitored by their call center. On receiving a call
for a pick-up/drop, the reservation center uses GPRS to direct
the nearest available cab to the client. Cost is calculated on
kilometre basis, from pick-up to drop.

Advantages
You get radio cab service that is Prompt, Courteous,
Dependable.
Modern, Brand New, Air Conditioned Cabs, Wagon R LPG
Cabs
Eco friendly fleet - clean green fuel - resulting in a cleaner
environment and less pollution.
Smart Drivers
Ability to call for a taxi at the desired place of pick-up
(residence, office etc.)
Emergency security features installed in the car for
complete passenger safety, backed by their Patrol Vans.

Cel Cabs
Cel Cabs is formed by a Group of Mind Blowing Entrepreneurs
from various backgrounds extremely "Passionate" about
delivering their "Promoter's Vision" & helping people at large in
India. CelCabs is Indias first Taxi Company to achieve
Certification from Meteorology Dept., Weights & Measures Govt
of India for their Billing System fitted in their Cabs. Good for
bulk and corporate bookings

Fare

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For 4 hours and 40 km they could charge you rs 700, waiting

charges are Rs 100 extra.

Booking
Online or through phone and no apps are available.

Payment
Through cash only.

Payment Process of the cab companies

After complaining about US-based cab-hailing app Uber's
payment processes to Reserve Bank of India, Indian taxi firms
appear to have come round to the view that 'if you can't beat
'em, join 'em'.The taxi operators had complained that Uber was
using an international payment gateway to get around a twostage authentication mandated by RBI, making it possible for
the world's most valuable start-up (about $18 billion, or Rs 1.1
lakh crore, at last count) to store credit card details of its
clients.
The Association of Radio Taxis in India, which includes large
operators such as Meru Cabs, Easy Cabs and Mega Cabs, plans
to set up collection offices abroad to avail the advantage of
single-level authentication. Similarly, Taxiforsure, which is not a
member of the body, is also planning to set up collection offices
in foreign countries. Others, such as Bangalore-based taxi
aggregator Ola Cabs, are planning to set up mobile wallets as
the battle for supremacy in India's $6-billion (Rs 36,000-crore)
taxi rentals market intensifies. "Uber has shown there is
demand for such a (payment) service," said Bhavish Aggarwal,
co-founder & CEO of Ola-Cabs, which is funded by Matrix
Partners India and Tiger Global Management. "We will soon
introduce alternative payment methods like Ola Money to give
flexibility to consumers to pay as per their choice. "There are
about 5.5 lakh commercial cabs registered across India's top 10
cities, where these startups are present. Aggarwal, however,
said cash still remained supreme. "Our 'incar credit card'
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service pilot didn't work well in Bangalore so we won't be

following that. Bangalore based Taxi For Sure, another taxi
aggregation startup, said it is evaluating all options to offer a
seamless experience to its customers. "We want to give a
choice to users," said Aprameya Radhakrishnan, CEO at Taxi For
Sure, which has been funded by Bessemer Venture Partners,
Accel Partners and Helion Venture Partners. The overall
unorganised taxi rentals market is growing at 40% annually, but
the startups is dwarfing it with 500% annual growth in
transactions.

Affliators like Savaari and aggregators like Ola, TFS are present
in most number of cities; owned cab players have been unable
to scale up as rapidly
Below is the image of cabs services presence across cities of
taxi players
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Olacabs has the largest fleet size amongst all players; Meru has
started leveraging the aggregator model as well to grow its
fleet rapidly.

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1.6 Opportunities and Challenges for Radio Cabs

Companies in India
The radio cab business has observed a tremendous year-onyear growth rate of 10% over the last two years and has
emerged as one of the fastest growing businesses with several
private operators entering the market. Though the radio cab
business started about eight years ago, the service gained
popularity only about three years ago when a handful of key
operators such as Easy Cabs, Meru Cabs, and Mega Cabs
entered the market. These players have a collective market
share of 70%.
The genesis of the modern radio cab industry was in the
ownership model. In this model, the radio cab operator owns
his fleet, and the driver pays a pre-decided subscription fee of
Rs 900-1300 per day or 20-30% of his fares. A full time driver
who works for 26 days a month usually makes Rs 15,00020,000 per month. Over the last three-four years, cab operators
have provided drivers with the option of owning the cabs in two
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to four years by paying the equated monthly installments

(EMIs) for the cabs in addition to the subscription charge.
The high growth of the industry can be attributed to several
factors.Firstly, there is increase in demand in the metros and
large cities as executives, tourists and affluent Indians opt for
travelling in well-maintained cabs. These customers want to
have a reliable transportation source which is also safe,
especially those who want transport at odd hours of the day at
railway stations or airport. Further, the increase in demand has
been fueled by an increase in the information technology and
information technology enabled services companies in India.
These companies have leased a fleet of cars to help their
employees commute from their homes to the workplace and
back. Seeing this trend, market players are entering into
strategic tie-ups with corporate. For instance, Meru Cabs, that
had started its operations on a pure B2C (business-toconsumer) model has recently entered into strategic tie-ups
with three firms in Delhi.
Secondly, many state governments are encouraging radio cab
services by issuing permits for fleet operators and licenses to
operators of radio cabs. With increased focus on attracting
international investors, and promoting tourism, the need for
organized taxi services is inevitably growing. For instance, the
Delhi government has decided to three-fold the number of radio
taxis to 12,000. In Maharashtra, government is even urging
owner-drivers of the ~55,000 yellow-and-black taxis in Mumbai
to switch over to the modern vehicles. Given the demographics
of India and this encouragement from government, the radio
cab industry is likely to observe healthy growth in the coming
years.
Finally, the growth of the industry is also triggered by support
from the automobile sector which has allowed the operators to
reduce the operating costs. Automakers, such as Maruti Suzuki,
offers discounts on some of its models for taxi operators. Some
automakers, such as Toyota, has come up with a compressed
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natural gas (CNG) based variant of its multi-utility vehicle,

Innova, whose running cost is one-third of that of the petrol
version.
The conducive industry environment has allowed the market to
expand across customer segments. With the entry of San
Francisco-based aggregator Uber into India in September13, a
leg-up to luxury rentals has been started. Also, operators have
started targeting newer segments like railway stations apart
from the traditional tie-ups with airlines and travel portals. For
instance, Tab Cab now has cars stationed at nine stations in
Mumbai
Despite all the opportunities, the industry has its set of
challenges that are to be addressed by any player to succeed in
the marketplace. The most important of these challenges is the
customer experience of a cab service. Analysis of the customer
experience posts on social media sites such as Facebook and
Twitter has revealed that customers are not happy with older
fleets being used for the service. With more players entering
the market, customer loyalty is emerging as a key area of
concern for the operators. To provide a better service
experience, operators have started cab booking through iOS or
Android app. Such initiatives further increase the outreach to
customers. Uber also offers the option of splitting fares among
people. However, all these initiatives are still to gain traction.
Though regulatory barriers are low, a new company entering
the market has to make huge investments in vehicles,
technology, telecom equipment, training programs for drivers,
call centers and parking lots. In metro cities such as Delhi,
Mumbai, and Bangalore, where the charges are high, parking a
fleet of 15,000 cars in airports and malls is an expensive
proposition.
Another challenge that operators face is the economies of
business in India given the low per kilometer fares.
International player such as Uber finds the margin to be lower
in India when compared to cities like San Francisco or New York
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and hence, has to make big investments to sustain themselves

in India. To cater to the cheaper taxi demand, operators have
launched hatchback versions that are nearly 20% cheaper than
the regular cabs. For instance, Meru launched Genie in
Hyderabad in December13 and subsequently in Bangalore.
The market does not look crowded at a first glance. However,
only a few of the new entrants have achieved modest scale or
sizable funding till date. Though its difficult to capture 100% of
the taxi market all across India by these players, the taxi
market is maturing rapidly. The business as such is low margin
and operationally intensive. Adding to this, the regulated and
political environment of the business coupled with an
uneducated labor force makes it a difficult venture. Hence,
despite being an attractive space, this is one of those
businesses that one should enter with caution.
Source: Shubham Kumar (2015, March 5), Opportunities and
challenges for Radio Cabs companies in India retrieved from
Inside IIM.com.

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1.7 Porter's Five Forces Analysis of Car Rental

Services in India
What is Porters Five Force Model?
Porters five force model is an analysis tool that uses five forces
to determine the profitability of an industry and shape firms
competitive strategy. It is framework that classifies and
analyses the most important forces affecting the intensity of
competition in the industry and its profitability level.

1) Rivalry Among the Competitors

The competition among the players in this market will be
high and rising.
E .g. Meru cabs, tab cabs, ola cabs, uber etc.
Price is not a differentiating aspect of competition. People
these days look for comfort, luxury, availabity of the car
etc.
Other than the fleet of vehicles the cost of the company
has increased on the tech products like mobile apps,

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websites and also on call center services to attain

competitive advantage.
Factors affecting the competitive rivalry are that there are
few players in the market, Government fixes the price, and
there is a strong of the same.
2) Threat of New Entrants
The major threat to the new entrant is the initial
investment, as more VCs are investing in this industry the
company might get significant sum with can have
advancement in technology products innovation and a
larger fleet of cars.
Economies of scale would be a significant factor, the
reason being as the industry is growing at a fast pace the
economies which are available to existing players will be
reduced.
The profitability is also affected with entry of new players
as this industry has low loyal customers when it comes to
luxurious segment customers.
Barriers to entry like the government regulations, skilled
drivers etc affect the same.
Innovation in terms booking service products and facilities
to the customers e.g. the diamond customer will get a
higher facility for using higher car miles, coupons etc. E.g.
Uber has cashless service, Meru does cabvertising etc.
3) Threat of Substitutes
The biggest threat to the car rental service is the threat of
substitutes. The biggest substitute is the public transport. It
includes Local buses which have also provide luxury buses and
are cheap and comfortable, Rickshaws, local taxis etc.
Factors that differentiate Substitute with Car rental service are
as follows:
Price, availability of close competence in public transport,
cheap, easy availability.
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With advancement in the technology the companies

usually can setup the meeting via video conference rather
meeting in person.
4) Bargaining Power of Buyers
The leisure sector customer has very little or no power,
the corporate segment possess the significant upper hand
in this matter.
The switching is also low as there are not many loyal
customers, as the customers are travellers. Also there is
no point in switching to other in terms of price as the
prices are fixed by the government.
The corporate buyers have a say in this as they frequently
avail the facility and can emphasize on reducing the cost
for the service. E.g. of corporate buyers- big corporate
houses, hotels.
5) Bargaining Power of Suppliers
The major suppliers in this industry are Car dealers, fuel,
skilled drivers, and technology products.
Car Dealers have low bargaining because there are many
car dealers in the market so to attract the loyalty of the
business they offer low price, high end model etc.
Fuel suppliers have low to moderate bargaining power as
there are quite a few suppliers in the market and also they
cannot regulate the prices as this are regulated by the
government. Also the Government is emphasizing in the
use of CNG as it is cheaper and cleaner.
Skilled drivers have a high bargaining power as they are
on the rise, also there is unionization involved which
overpower the business.
Technology also has low bargaining power as the suppliers
of the electronic meters, GPS navigation device, GIS
navigation, television and also call center services are in
large numbers.

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What analysis and future can be concurred from Five Force

model ?
The competition/ rivalry is high but is expected to rise
more in the near future with more players entering and
also there are foreign players entering the market. E.g of
foreign players : Hertz, Avis. More and more VCs are
investing in this services like UBER, taxi guide,
savaari.com, my car have all got huge sums of investment
in it.
The threat to the new entrant is moderate and is expected
to remain the same in the future as the regulation might
not have bigger change in it, also with the increase in the
rise of skilled drivers there is less hassle for the same. The
only problem area is expansion as the the major cities are
covered but expanding in smaller areas might be a liability
for a while. However the return might be possible only
after 5 to 7 years.
The threat of substitute is high and is going to be high as
the technological advancements will result in cutting the
cost of transport. The cheapness of public transport is also
rising and also their easy availability a threat.
The bargaining power of buyer is going to be more or less
the same in the future as the buyers wont have say in the
prices only help would be for the corporate clients and
hotels that might get benefits because of the constant
usage.
The threat of the Suppliers is moderate and is expected to
remain the same as the car dealers, fuel suppliers,
technology and drivers dose not seem to be on the
downturn.
Source: vedang dave(2015,march 10) Porter's Five Forces
Analysis of Car Rental Services in India. Retrieved from
https://www.academia.edu/9479816/Porters_Five_Forces_Analys
is_of_Car_Rental_Services_in_India_What_is_Porters_Five_Force_
Model

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Chapter 2
2.1 About the company
Rayer services
It is a company based in Goregaon, Mumbai. It is an advertising
agency. Mr Gaurav Tripathi is its business development head.
Rayer Services is one of Indias most leading services provider
agencies specialized in a 360 degree solution for all
advertisings needs. They have exclusive tie ups with promoters
and owners across all over in India, by which they get special
rates and provide best service to their clients. They work on
established systems and processes which ensure a seamless
flow of work from beginning to end. They break barriers when
they need to. And go that extra mile.
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Mr Ameet looks after the event management team and

promotion. He has handled many events like when Dr APJ Abdul
Kalam and PM Narendra Modi visited Rourkela and has also
done various celebrity endorsement and promotion.
Mr Nitin Pandey looks after the web design, web
development, e-commerce website, website redesign, hosting,
domain booking and email hosting.
2.2 Vision
To emerge as the leading services provider of choice in
advertising pan India by the 2016 based on quality of their
deliverables, customer focus intent to excel.
2.3 Values
Integrity, Commitment, Teamwork & Excellence
2.4 Objectives
To deliver excellent and satisfactory services for the growth of
clients in an innovative way

2.5 Why Rayer Services

Rayers printing facilities have undergone a huge expansion
with the addition of a twin: Mutoh VJ 2216 and Roland Versa Art
RA-640 printing machine at its new 10,000 sq. ft. facility at
Thane, Mumbai.
They are 360 degrees solutions services agency one stop
shop
Integrated approach of marketing and advertising
strategies
Flexibility & speed to meet deadlines
Excellent understanding of client needs
Broad expertise in a wide variety of industries. [Events,
corporate, activation, mall promotions, fashion shows, TV
award shows] etc.
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Customer Focused, Professional Approach

They are very customer focused and their endeavour has
always been to provide 10 out 10 satisfactory services to their
client. Their execution team is much focused and they
consistently deliver in terms of their time and quality
commitments. They are an ethical player and conduct their
business with utmost professionalism
2.6 Services provided by Rayer Services
Office Stationary, Printing & Packaging
They are the fastest growing Print Production House based
in Mumbai. They undertake Designing & Printing of Annual
Reports, News Letters, Folders, Labels, Books, Calendar,
Diary, Stickers, Magazines, Catalogue Brochures, Posters,
Visual Aids, Danglers, Wobblers, Innovative Dispensers,
Innovative Gifts & Giveaways, Prescription Pads,
Stationery & Quality Packaging Boxes, Display Material like
Banners, Hoardings, Flex, Vinyl , Digital and offset Prints.
Mall & Multiplex Activation
Malls and multiplexes attract audiences from different
backgrounds who come to shop and entertain themselves.
Malls and Multiplexes are a good catchment ground for
brand activations, visual merchandising and promotions.
They are a great consumer connect location and allow
meaningful interaction with your target audiences. They
have exclusive tie-up with Pan India Future group Mall like;
Central, Brand Factory & Big Bazaar, Mumbai Mall like,
Vivava Mall Thane, Inorbit Mall Malad & Vashi, Infinity Mall
Malad, R City Mall Ghatkopar & Phonix Mall, Kurla and
Cinepolis India.
Events & Promotion
They have expertise in wedding & Sangeet , theme based
event, birthday party, D.J.Nights, Annual Day Function,
Fashion show, Road show, concerts & Live performance

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,corporate show festival decoration & Celebration -(Diwali,

Navratri, Holi, New Year) etc.
Promotions:
Human Bannering/ Street Bannering, School/ College
Promotion, Product Promotion, Mall & Multiplexes activity,
In Shop/ Bar Promotions, Float Road Show, Merchandising,
Sampling Programs, Contests.
Social Events Management:
Birthdays, Anniversaries, Weddings, Theme Parties.
Corporate Events Management:
Product Launch, Theme Events, Dealer & Vendor meet,
Sales Conferences, Employee Parties, Award Ceremonies,
Team Building, & Press Conferences
Celebrity & Model Management
As a celebrity and Model management agency, Rayer
Services specialises in identifying, grooming, and
mentoring and marketing India's future stars. Their aim is
to convert each aspirant into a formidable brand by
employing a structured approach and utilising their
company's extensive network and resources to realise the
individual's potential.
Celebrity Management Services:
They are engaged in offering services in Celebrity
Management Services. Celebrities from different fields
prove an asset and spice up any event. In our country,
celebrities hold a larger than life image amongst their fans
and thus this management is to be dealt with special care
by their professionals. They have excellent contacts with
celebrities be it Sports Stars, Broadcasters, TV presenters,
Actors, Actresses, Authors, Radio Presenters, Musicians,
Bands, Newscasters, Politicians, Movie Stars and
Comedians. Their professionals hold good communication
skills and can engage celebrities for Personal
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Appearances, After Dinner Speaking, Product Launches,

Presentations and various others.
Model Management services
They are involved in offering Model Management services
to their clients. These services also help in the promotion
of the models. Their photo shoots planning and media
planning are done by them. In order to render these
services in an efficient manner, they remain in close
contact with the customers. Their team members guide
the client for their promotion and creating the best hype in
the modelling, advertising, film industry
Corporate Gifting
Most festive seasons begin with presenting gifts to
customers, clients and employees. Every organization will
have to pre plan this procedure before the main day.
They understand this requirement and hence provide
personalized corporate gifts like; Gift Voucher, calendars,
dairies, watches, flower pots, pen stands, card holders,
paper blocks, memento and countless other options. All
their products are aesthetic in design and elegant in
appearance. They have exclusive tie up for Gift Voucher
with various departmental store at best rate.
Website Design & Development
They are offering static website design, logo design, and
dynamic website and also develop e-commerce website,
content management system, B2B portals, Intranet,
Newsletter etc.

2.7 Departments and work of every department

a. Marketing
2.7.1 USP
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One stop of all marketing solution at one place

2.7.2 4ps of Rayer Services
Product

Office Stationary, Printing & Packaging

Mall & Multiplex Activation
Events & Promotion
Celebrity & Model Management
Corporate Gifting
Website Design & Development

Place
The company is present in Bombay. The clients contacts the
company and accordingly meeting are set at the office of the
company or wherever clients call them.
Price
The price differs depending upon the need of the clients and
the services which they require. Due to good network of the
company, the clients get special prices for their services.
Promotion
Advertising on Sulekha.com, Olx, Quicker, Indianmart.com,
askme.com, they also have a Facebook page as well as a
LinkedIn page.

2.7.3 Target market

Clients of Rayer services.
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2.7.4 Major competitors

Akshara Advertising
Leo Burnett India Pvt Ltd
Contract Advertising (India) Ltd
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Crayons Advertising and Marketing Pvt Ltd

Creative Advertising Mumbai

Hindustan Thompson Associates - Mumbai, Kolkata,

Delhi, Chennai, Bangalore, India and worldwide in Latin
America, North America, Asia Pacific etc.
Lintas India Ltd - Mumbai, Delhi, Chennai, Bangalore,
Kolkata
MAA Bozell Communications Ltd Bangalore, Chennai,
Delhi, Mumbai, Hyderabad, Cochin
Enterprise Nexus Communications Pvt. Ltd - Mumbai,
Delhi, Bangalore
Euro RSCG Advertising Pvt Ltd
FCB-Ulka Advertising Ltd - Mumbai, Delhi, Hyderabad,
Calcutta, Bangalore, Kochi, Chennai
b. Human resource
Rayer services sole proprietor is Mr. Gaurav Tripathi. They
do not have any separate department of HR nor do they
have any policy to be followed or any HR process. Mr
Gaurav handles everything.
c. Financial management
The company works on credit.

Chapter 3
3.1 Task Assigned
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1. To prepare presentation on the company (Rayer

services). In that I had to include details about the
companys working, its services, future and growth
of advertising agency and also for digital
marketing.
Objective:

To know about the working of the company

Services provided by the company
Clients of the company
Vision
Mission
Objective of the company
Future of advertising agency
Competitors of the company

Action:
I visited the companys website for knowing its vision,
mission, objective, clients etc. Also I had a talk with
Mr.Abhiram business partner of Mr. Gaurav he told me
regarding the clients and working of the company.
Learning derived
I learnt that what an advertising agency is and also how
does it work, Also I came to know about various
advertising agency present in India that are competitors of
Rayer services.

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2. To prepare questionnaires for cab services to know

consumers thinking and usage of cabs. The
questionnaire was supposed to be made for the
managers of the cab services, customers using the
cab services and drivers of the cab services.
Objective:
To know the consumer behaviour and their feedback
regarding the using of cab services.
Action
For making questionnaire I used different types of scales
like Likert scale, interval scale, ordinal scale etc.
I also referred to different online questionnaire patterns
and various questions asked
for preparing the
questionnaire
Learning derived
I learnt about making of different questionnaires for
managers, customers and drivers for cab services. Also I
learnt during the making of questionnaire is that enough
options or data should be present in the questionnaire for
better understanding for the person who will fill up the
questionnaire.

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3. To collect secondary data for cab services and study

various cab services present in India especially in
Mumbai, Bangalore and Delhi. This task was given
to me as the company is launching a new product
i.e. a cab so get the competitors knowledge I was
told to do this task, to do a deep research on cab
services
i.e.
segment
wise
organized
and
unorganized cab services.to find out the founders
of the cab company, to do s.w.o.t analysis of cab
services and to find out various marketing
strategies used by this cab services and also to find
their USP.
Objective:
This task was given to me for studying the cab services
industry in India
To learn the working of cab services in specific cities, also
their competitive analysis was to be known by me.
What discount or scheme they provide in different cities
USP, Prices and marketing strategies used by this cabs in
different cities
To study various segments of cab services.
To find out the founder and co-founders of the cab
companies.
To learn to do S.W.O.T analysis
Action
As mentioned in the Chapter 1 I have mentioned
everything in detailed and also the sources through which
I gathered information is given there
Learning derived

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I came to know about various cab services in india, also

how did they start up ,I learned about the different
marketing strategies used by the cab services ,payment
mode, funding raised etc. all this details I have mentioned
in chapter 1.
Also I came to different sources to collect information
As cab company also do digital marketing I acquired some
knowledge of it .
I learnt that how ola cabs, taxi for sure and meru
started.i.e how did their founder caught the pain point and
decided to start such a thing.
I leaned about various USP of all the cab services
I did SW.O.T analysis of the companies on my own.

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4. To do a GAP analysis on various common cab

servicers apps like Scoot, grab my cab and
Cabguru.com.
Objective:
To make me understand that how the various applications
fulfil the gap of need for the customers which the other
app is not able to provide.
Action:
I studied various cab aggregators applications like scoot,
grab my cab, cab guru, Ixigo cab app etc.
I visited all the applications website and found out how
these apps are different from each other and what are the
things which one app provides and the other does not
provide
I also read the story of the founder of scoot app, Ixigo app
and grab my cab.
Learning
I came to know that such applications also do exist beside
Ola app ,Meru app, Taxi for sure etc.
I did GAP analysis on my own
I came to know about various different functions provided
by different apps to attract the customers.

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5. To gather information about cancer hospital present

in Thane, Mulund, as the company from where I am
doing my sip also works for a NGO that works for
cancer patients so this task was giving to me.
Objective:
The objective was to collect the name of the cancer
hospital names in a specific area.
To understand the working of Drishti Cancer patient NGO
To raise funds for the cancer patients by doing events in
malls
Action:
I visited the justdial.com website and noted out all the
names of the required hospital
I also called some hospital for the details of the cancer
patients
Learning
I learned that how a fund is raised by the NGO i.e by doing
various events in the malls and from that 60% of the funds
collected is given to the patient for their treatment and
other 40% is kept by the NGO as they hired the place in
the mall so they have to pay the rent and other
expenditures of volunteers and etc.

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6. To get information about the top digital marketing

agencys in Mumbai and also to setup meetings
with my guide for the quotation
Objective:
To find out the name of the top digital marketing company
and set meetings with the mentor
to find out their quotations for doing promotion for 3
months campaingn.
Action:
I gathered the name of the
Sulekha.com and Economic times

companies

This is the list of top 20 ad agencies

1. Ogilvy and mather
John goodman C.E.O
2. Mccann Erickson India
Santosh Desai-President
3 .Lowe Lintas
Pranesh Misra-President and COO
4. JWT
Colvyn J Harris-C.E.O

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5. Leo Burnett
Arvind Sharma-chairman
6. Mudra Communication
Madhukar Kamath-C.E.O
7. Grey Worldwide
Ashutosh Khanna-C.E.O
8. FCB Ulka
NG alai-Executive director
9. Contract Advertising
Jagdip Bakshi,Chief executive offices
10. Rediffusion DYR
Preet Ksbedi-President
11. Rk Swamy BBDO
Shekar Swamy-President
12. Saathi and saathi
V shantakumar-MD and C.E.O
13. IB and W communications
Mukesh Gupta-MD and Chairman
14. Euro RSCG
Suman Srivastava-President
15. Bates enterprise
Sunhash Kamath-C.E.O
16. Ambience Publicis
Nakul Chopra-M.D
17. SSC and B Lintas
Ashish Bhasin-President.
18. Everest Brand Solutions
Anirudhha Banerjee-COO

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19. Dentsu Marcom

Rajesh Aggarwal-Executive Director
20. Interface
NG Alai-Executive Director and Group CFO
(This information I got from economic times newspaper.)
These are the TV and Radio Advertising company names
of Bombay which I got from Sulekha.com
1. Ambest Media, SantaCruz east
2. Z3 media, Churchgate
3. Good Luck Advertising, Thane West
4. Vortex Communication Pvt.Ltd, Thane West
5. Aman Publicity Services, Virar East
6. Space Age Adv. Services .Bandra East
7. Meenakshi Entertainment, Powai
8. Ambaji Advertising Agency, Dombivali West
9. Ashtavinayak Media and Entertainment, Prabhadevi
10.
Hero Publicity Service, Churchgate.
I had a verbal talk with Ambaji Advertising Agency, R3 media,
ET medialabs, Ready connect and Ambest Media
Learning
I came to know about the top digital marketing company
I learnt about the working of digital marketing for Radio
station i.e the rate is decided upon the parameters like
how long is the ad time slot (morning, evening, noon
,night), channel, jingle or just a name or a song etc. for
whatsaap marketing they have various rates for video,
image, song, voice note etc, for tv the rates depends upon
the size of the ad, duration of the ad, channel, time, no of
times to be displayed etc.
Also I was told to arrange the meeting so I learnt that how
the appointment is to be taken and how a call is handled
when speaking ot someone senior.

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7. To visit various mall i.e. Hypercity and R mall to

observe the consumer behaviour in the mall and
also to see and study different types of schemes
given out to attract the consumers.
Objective:

to see peoples behaviours visiting the mall

schemes and discounts offered
no.of shops and various brands present in the mall
weather they come by private vehicle of public
transport

Action
I visited Hypercity mall (Thane ,Godhbunder rd) and R
mall(Thane)
I observed people behavious by roaming in the mall, by
visitng various shops like the Max, mega mart, vegetable
and foodgrain section, the apparel section, foodcourt etc.
I observed various schemes and discounts laid out ,no. of
shops present and the layout of the mall
Learning
I learnt a little about the discount schemes and various
brands present in the mall
There were big big banners, posters kept so as to attract
the people regarding the ongoing end of season sales,
schemes , discount offers etc.

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8.

To do promotion of my company through

Sulekha.com,
Indiamart.com,
Olx,
quicker,
askme.com and yellow page and to do lead
generation of the company through database
provided to me.

Objective:
To promote the company at various sites as mention
above
To do lead generation through database
Action
I created my account Sulekha.com, Indianmart.com,
askme.com, Olx and quicker.
I posted and ad of my company
for lead generation I was given a database so I called upon
around 200 people and made them aware about my
company.
Learning
i learnt to do lead generation
how promotion is done on all such websites and also how
and ad is posted, because before this I never used all such
sites.

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SIP Learnings (Experiential Learning)

First of all I learnt what an advertising agency is and what does
it do? An advertising agency provides its services for its clients
and fulfils all their requirement whether it is for branding,
promotion, product launching, also it does creates, plans and
handles advertise for the clients.
In Rayer services I learned about the Product Launch Activity
that before launching of product what all things are to be done
i.e. the company who is launching the product should have in
depth knowledge about its competitors whole history, existing
players in the market for the similar players, the company
should know its target customers and accordingly the product
should be made available to them. I also observed that the
company who is launching the product has a plan of every
detail things whatever they are going to do. For example Rayer
services has a plan of 6 months for developing of the product
till its launching, they know whom they want to target and how
to approach their customers. They also decided that for 3
months they will do digital marketing campaign and they will
spend at least 30% of their funding on promotions and branding
of their products.
I learned about working of various cab services about their
marketing strategies, how they attract customers by laying out
various schemes like Ola gives out free ride, Saavari gives out
the unlimited km if booked from airport in Bangalore, Meru has
GPs tracking system etc.
I read about the stories of the owner of the cab companies and
applications like Ola, Taxi for sure, Scoot, and Grab my cab. I
read stories of Mr Bhavish Aggarwal in which he said that he
used to face problems for hiring of taxis due to their nonavailability and as he was habitual of using it so it became his
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founders of taxi for sure Mr Raghunandan and Mr. Apramaya

once were sited in a bar and having a conversation and within
few minutes they made a rough plan of taxi on a tissue paper
and they decided to launch taxi for sure. Then I read about
Gunjan Thakuria and Sagar Yarnalkar owner of scoot app they
created this app so that they can bring all the cab aggregators
at a single platform and work. Initially they created this app
only for themselves and they were enjoying using it so they
later on decided to launch it on play store.
I learned to do S.W.O.T analysis of cab services for various cab
companies. for this I went through all the major cab services
details and found out that what one cab service provides and
what the other doesnt provide in this way I came to know their
strengths, also all the cabs services are not present everywhere
some are present only in major cities while some are present
only locally so this became the opportunities for the cab
services to expand wherever they are not present. Strength of
one cab service becomes the weakness of the other cab
services as they could not provide that type of services and
threats were like government policies, also some cases filed
against cab services like Uber etc.
As Rayer services also does website development and website
designing I learnt about working of website development and
type of website. There are two types of websites i.e. static and
dynamic. In static website yearly contract is done so that if
clients want to do any changes, add data or remove data then
it can be done within 1 year it is cheaper than dynamic website
because in dynamic website a user id and a password is to be
provided to the clients so that they can do changes to their
website by themselves.
As we were already taught various methods for making
questionnaire I applied that knowledge and made 3
questionnaires for cab services. I applied use of various scales
in it like ordinal scale, interval, scale etc.

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I also attended meeting for digital marketing of Mr. Nirav

Trivedi and Mr. Gaurav Tripathi I learnt many things in the
meeting like exchanging of cards, how a meeting is terminated
well, and what all points are to be discussed in the meeting. I
learnt that how corporate meetings are held also it plays an
important role to present you as I was told to be in a perfect
formal dressing. I came to know more about whatsaap
marketing, SMS blast and Radio Marketing during the meeting.
Now a days there is a big trend of digital marketing I learnt
names about top 10 Indian digital marketing companies. As I
was told to set meetings of various people with my guide I
learnt to take appointments and how to talk with the other
corporate people. Also I noticed that meeting was started and
ended on a perfect time. From which I learnt that timing plays a
very crucial role.
The other thing which I observed was to keep a dairy and a pen
with you always and whenever youre senior or boss tells you or
gives you any work you should note it down and also during the
meeting you should carry these things and should note down
the important points.
As my guide also discussed with me the rough marketing plan
for cab services I came to know that how they allocated budget
for promotions and other activities. As I was also told to visit R
mall and Hypercity to observe people behaviour, how many of
them come to purchase things, how many of them just come
for time pass. What types of people come whether they come
in car, cabs or public vehicle? He told me to observe various
schemes and discounts given by the shops as well as how they
gave their ads, I learnt all the above things.
I learnt to do GAP analysis of application of cab services .I was
told to study all scoot, grab my cab and cab guru and was
supposed to do GAP analysis by myself. I had to see that which
application fulfils the gap of the customers desire and how
many customers are satisfied by using this application.

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I was told to do lead generation of the company for website

development and designing and also for other services
provided by the company. I used Sulekha.com, Indiamart.com,
askme.com, quicker and Olx. I did promotion of the company to
generate more clients. For created lead one should know how
to pitch a correct client. So I came to know that above websites
were the solutions for doing the promotion of our company.
I observed peoples working behaviour around me, they come
on regular time and some of them work continuously without
wasting a single minute.

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