Presented by:

Shabyashachi 21A3HP628

Ritwij K 21A3HP634

Premaditya P 21A1HP067

Sai Shyam D 21A3HP625

Rushi Panchal 21A3HP608

Durgesh G 21A3HP603

Pranav Iyer 21A2HP402

MARKETING PROGRAM
INVESTMENTS
• The main objective here is to positively affect the
customers by outlining the ways their demands are met

• Services:
• Unique offering providing last mile connectivity
• Ride solo slogan, yellow & black logo colours
• Other services like Rapido Auto, Rapido Local and Rapido
Corporate

• Communication:
• It is the company’s primary success drivers
• Majority of marketing funding is allocated to mar-com.
• Investment of $20 million in FY22
 MARKETING PROGRAM
INVESTMENTS (Cont…)

•Digital Marketing Initiatives:

• Smart Ho toh Rapido campaign
• Go ohh with rapido campaign
• Love the chase campaign
•Promotions:
• #SafetyFirst (30th National Road Safety Week)
• #Promise of Protection (Raksha Bandhan)
•Trade:
• Acko General Insurance partnership
• Apollo Pharmacies (Employee Care)
• Big Basket and Big Bazaar tie ups (Socially responsible)
•Employees:
• 1M+ Captains, 1500+ employees
• Investment in training its captains and customer service team
 Distinctiveness
Celebrity Endorsements.
Other Ads: #NoStressSawari.

Excellence
Relevance
Affordable prices,
providing safety Low Cost, Quick
(helmets), save Program Service, Hassle-
free for the
time. Quality customers.
Multiplier

Value
Short run: Mass appeal Integration
of celebrities.
Through Social Media
Long run: Break taboo of
(YouTube, Spotify),
riding behind a stranger.
print ads.
 CUSTOMER MIND-
SET Brand Associations:
Brand Awareness • Personal relevance.
• Youth in Urban areas. • 1st brand in customers’ minds for
• First choice for majority of the bike-taxi.
customers. • Gave a specific name to its riders:
• Increase in awareness due to their Captains.
brand ambassadors. • Rewards with discounts and
Rapido coins in a wallet.
 CUSTOMER MIND-
SET Brand Attachment
Brand Attitudes
• Despite the surge price situations,
• Positive outlook (90%).
customers (75%) use Rapido.
• Complaints: Captains/Customers
• Others generally open 3 apps and chose
cancelling rides.
whichever comes first.

Brand Activity
• Referring the app to a friend; gain a bonus.
• Word-of-mouth.
• Know about events and participate.
 MARKETPLACE CONDITIONS
MULTIPLIER
Channel and Other intermediary
Competitive Superiority Customer Size and Profile
support

Customer &
Supplier Captains Age (18 to 35)
confidence

Lesser prices & Collaboration with Highly Price

High margins StepOne Sensitive

Captain Selection Working

process Professionals
 MARKET PERFORMANCE
Price Premium

Price Elasticity

Dynamic And Individualized Pricing To Retain Customers

 Market Share
Brand Expansion
India Market Entry
Ola Cabs
2016
Uber
2016
Rapido
2015

Nationality Indian United States Indian

1. Power Pass subscription model
Number of Vehicles 0.2 million 0.1 million 0.4 million
2. Users can reduce spending
Number of Cities by
24040% 30 More than 100
Served
3. Rickshaw booking
Numberservice
of Users across 14 cities 61.1 million
80.8 million 15 million

4. Rapido for delivery of

Commission
Charged
essential
20% items and has
20% partnered with
20% various companies

during the Covid-19 lockdown

Average trip Length 3–5 km 3–5 km 3–5 km
Service Offerings
• Ride-hailing • Ride-hailing cabs, • Ride-hailing bike
5. Rapido Local cabs, autos, autos, taxis and
bikes, and bikes, rentals, and autos
intercity/rentals intercity • Last-mile
6. Partnered with the governments of Delhi
• Self-drive and Bengaluru
• Uber Commute for essential goods
delivery deliveries,
rentals/Ola ride hailing
which create additional revenue streams.
Corporate for business
 Cost Structure & Brand Profitability

 70-80% of advertising dollars on performance marketing

 Increased revenue by 54% and reduced expenses by 15%; loss
shrank by 32% in FY21
 AARPU= 50.4 Rs.
 Average annual Cost to customer = 252 Rs.
 Bleed phase: spend money to acquire new customers and scale
up its operations.
 The bike taxi sector is projected to grow at CAGR of 14% in
terms of vehicles in operation and grow at CAGR of 52% in
terms of gross value by 2027
 Projected to become profitable by 2027.