63324516 final meru cabs

7P’S OF MERU CABS T.Y.B.C.B.I.


Smt. CHANDIBAI HIMATHMALSmt. CHANDIBAI HIMATHMAL

MANSUKHANI COLLEGE.MANSUKHANI COLLEGE.

STD: STD: T.Y.B.B.I.T.Y.B.B.I.


GROUP NO.:GROUP NO.: 0909

ASSIGNMENT ON: ASSIGNMENT ON: 07p’s of ROAD TRANSPORT COMPANY07p’s of ROAD TRANSPORT COMPANY

(i.e. MERU CABS)(i.e. MERU CABS)

SUBJECT:SUBJECT: MARKETING IN BANKING ANDMARKETING IN BANKING AND

INSURANCE INSURANCE

SUBMITTED TO:SUBMITTED TO:

PROF. KAJAL MAM.PROF. KAJAL MAM.

SUBMISSION DATE:SUBMISSION DATE: 1414THTH AUG 2011. AUG 2011.


GROUP MEMBERS

JAYA BHATIA 33

MAMTA LUND 34

HEMA GOLANI 35

DISHA JAISINGHANI 36


It gives us the great pleasure while submitting this Assignment

on “7P’S OF ROAD TRANSPORT COMPANY.”

This project has been completed with the sincere

efforts of my entire group. Members &assistance of our

respected MAM PROF. KAJAL BHOJWANI.

We have sought the information regarding the

assignment from reference books. We have also collected the

necessary information from the internet.


I essentially thanks to PROF. KAJAL BHOJWANI

who had helped us at every stage of our assignment. Their

guidance enabled us the successful completion of our

assignment.

INDEX

ACKNOWLEDGEMENT


INTRODUCTION OF MERU CABS

MERU-a SPECTACULAR GROWTH STORY

BENEFITES TO SOCIETY

MERU TRAINING ACADEMY

MERU MODEL

TECHNOLOGY OF MERU CABS

SERVICES OFFERED BY MERU CABS

PRICING STRATEGY

7 p’S OF MARKETING MIX

PRODUCT

PRICE

PLACE

PROMOTION

PROCESS

PEOPLE

PHYSICAL EVIDENCE

CONCLUSION


Introduction of meru cabs:-

Meru Cabs was one of the first companies to launch metered "Radio cabs" in India under

its brand "Meru."

First launched in Mumbai in April 2007, Meru Cabs has grown exponentially terms of

fleet size and geographical presence. Customers benefit from a relaxed commute in a well

equipped, air-conditioned cab, which is readily available 24/7. The printed receipt at the

end of the ride assures the customer of tamper proof billing.

Headquartered in Mumbai, Meru Cab Company provides a radio taxi service in the four

key metros of India - Mumbai, Delhi, Hyderabad and Bengaluru. Meru Cabs delivers a

reliable taxi service by concentrating on each touch point with its customers and devising

systems, processes or technologies that will deliver a reliable interface. Meru Cabs uses

GPS/GPRS enabled technology in all of the cabs to ensure complete passenger safety.

Each Meru cab is owned & maintained by Meru Cab Company Private Limited.

The name "Meru" is derived from the symbolic mountain of the gods, an icon of

unshakeable reliability and character - a core value which lies at the heart of Meru's

promise to its customers.


"Today almost 70 per cent of our passengers say that they travel by 'Meru' instead of

calling it a 'taxi' and this is what has been our focus. We are increasingly becoming a

brand by itself, making the 'taxi' experience more comfortable, safe and reliable in India,"

said Gavin Dabreo, Vice President - Sales and Marketing, Meru Cab Company Pvt. Ltd.

It's hard to believe that Meru Cabs, the brand which created the concept of radio taxis in

India is not even two years old but according to the company; the brand is growing and

has been giving tough competition to the other players in the market.

Meru Cabs, operating in four metros of the country has popularised and boosted the

concept of radio cabs. Anita Jain maps out the various strategies and brand building

activities of Meru.


Meru Plus is India's first pay-per-use car rental service, launched in Mumbai in April 2012. It is a unique car rental

service that charges only for the actual Km travelled and the actual waiting time, unlike most other car rental

services that charge customers for garage to garage travel and package of 4 hours or 8 hours. This transparency of

Meru Plus is also combined with the flexibility of keeping the car at your disposal for multi-stop journeys.

Meru Plus is launched by V-Link, India's largest private passenger land transportation group. The group also

operates following verticals:

Meru - A spectacular growth story:-

Meru Cabs has grown consistently in its 3 year history in terms of the fleet, people

revenues and popularity.

Meru Cabs launched in Mumbai with 45 cabs in 2007; expanded to three other

cities in 2008 (Delhi, Hyderabad & Bengaluru)

Scaled to a fleet of 5,000+ cabs in three years, across Mumbai (1800), Delhi

(1200), Hyderabad (800) and Bengaluru (1200).

The 3rd largest "Radio Taxi" company in the

world.

The largest operator in each of the cities

where it operates.

More than 20,000 trips per day.

Serves more than 1 million passengers a month.


Most preferred choice of commuters in all cities. 90% customer satisfaction in 3rd

party audit

One of the few transportation companies in the world to deploy an Oracle ERP,

Siebel CRM and an Aspect IVR

The only taxi operator in India to partner with the airports at Mumbai, Delhi,

Hyderabad & Bangalore.

The only company in India to have won the 'Best IT User Awards' by NASSCOM

CNBC TV-18 in 2008, 2009 & 2010.

Benefits to Society:-

Meru Cabs believe that business enterprise is never complete if it does not make a

contribution beyond building a good business. There constant Endeavour will be to

raise the standards for everyone who comes into contact with Meru Cabs.

For those who drive their vehicles, they provide an opportunity to be part of a

modern fleet that places the highest premium on vehicle uptime and vehicle

quality. Their fleet engineers

work 24/7 to ensure that our

chauffeurs have the minimum

disruption by way of vehicles

not being serviceable. Meru


cabs backend technology, comparable to the best in the world, ensures that they

connect customers to their cabs better than anyone else does, ensuring steady

business for our chauffeurs. Accident insurance, medical insurance, also allows

them to have a safety net to provide security in the event of an untoward incident.

Our concern for our chauffeurs is to ensure that by making them earn a respectable

livelihood, with good economics, we would be able to make their personal lives

better.

For those who avail our service, Meru Cabs offers a cab service that emulates the

best taxi service norms across the world. Meru cabs try there best to ensure

availability; our onboard technology ensures that a customer pays a fair fare with a

printed receipt for each transaction. They try to ensure that your need for

commuting is met every time you need to commute and in as hassle free a manner

as possible.

Meru cabs use environment friendly fuel. This is especially true in cities where

CNG is easily available.

Meru Training Academy:-

We believe that the critical difference between an ordinary taxi service and a Meru

Cabs service lies in the investment that we make into training there chauffeurs.


Their stringent conditions for engaging a chauffeur include address verification,

complete medical checkup, testing of driving skills, ability to manage the on board

technology on our vehicles, familiarity with your city and all the mandatory

licensing criteria. And if a potential chauffeur meets these requirements, we put

them through an intensive 5-day training program where we impart knowledge on

customer service, hygiene, safe driving habits and how to handle an emergency.


Meru model:-

MERU hires the driver with certain driving experience and train him on soft skills.

A contract is signed between MERU and the driver.

MERU buys the car and gives it to the driver.


The fuel cost has to be borne by the driver.

The maintenance of the car is taken care by MERU.

MERU helps the drivers by providing the booking to drivers through their

call centers.

The driver is free to take fares if he doesn’t get the fare from the call center.

In return the driver provides Rs. 800 per day to MERU.

Whatever the driver earns above these 800 rupees is his own income.

Now MERU has enabled the employees to earn what they want to earn and they

have not only given them employment but a business

Provide employees the opportunity to earn to their potential. (May be through

Performance Linked Incentives or any other innovative way that fits your

business).

Technology of Meru cabs:-

Whenever we talk about MERU cabs, we talk about their technology, GPS, call

center for order booking etc. Yes technology has played a vital role in MERU’s

http://www.pluggd.in/story-of-meru-cabs-case-study-for-entrepreneurs-297/

http://www.pluggd.in/story-of-meru-cabs-case-study-for-entrepreneurs-297/


success; however there are many important factors that have helped MERU to be

successful.

Services offered by Meru Cabs:-

Services like 'Dial-a-Meru', 'SMS-a-Meru' and 'Meru-on-the-Net' are available and

customers can also hail a Meru by the curb-side. All Meru cabs can be tracked

from the main control room to determine their geographical location and ensure a

quick response and despatch. Emergency security features such as a panic button

are installed in the car along with First-Aid kits in case of any accidents or

emergency situations. Meru also has a 'Lost and Found' tracking system in place so

that any item left behind unintentionally in a cab can be traced to the vehicle that


the reporting customer has used. Recently, it has also started a corporate travel

programme on a test mode for business clients. The company is constantly looking

at various innovative ways to market the product and increase its visibility.

Currently, there are various ideas being conceptualised by the marketing

department of the company. Hence we will have to wait and see what will be the

next marketing campaign Meru will use to increase the penetration of the concept

of radio taxis in India.

Meru cabs offers a reliable metered taxi service in Mumbai, Hyderabad, Delhi and

Bangalore through a fleet of modern, air conditioned cars equipped with state-of-

the-art GPS based communication technology. The service is backed by a 24x7

Customer Contact Center.

Pricing Strategy:-

The Meru Taxi service is a licensed, metered taxi operation and is governed by the

fares prescribed by the Department of Transport. The fare structure of Meru cabs is

similar to that of any other radio taxi. It has three components viz. fare for the

distance travelled, waiting charge, if applicable and a night surcharge for travel

between 12 - midnight and 5AM. The toll charges have to be borne by the


passenger while crossing a toll post. However, the charges need not be paid if the

cab crossed the toll post while pick up. There is no extra charge for booking on the

phone/web. Payments can be made through cash or card.

For building the brand, the company had started various ad campaigns and

promotional activities. The tag line of Meru – 'Rely on us,' sends out a message of

safety and hassle-free ride on board. It released a radio ad campaign of a small boy

going all alone in Meru to receive his grandmother from the airport.

Meru cabs


At Meru Cabs, they strive deliver on our core promise of 'unshakable reliability' by

devising systems, processes or technologies that will set a reliable interface for our

customers.

Every Meru Cab comes with the following features:-

Modern, brand-new, air-conditioned comfortable cabs

Usage of clean green fuel - resulting in a cleaner environment and reduced

pollution

Round the clock availability of cabs backed by a location tracking GPS - based

dispatch technology and a 24x7 Customer Service Center. This means a quicker

pickup and faster response time to your call for a cab

Tamper-proof digital cab meters, integrated with the GPS-system to ensure every

fare is tracked, thereby ruling out any possibility of over charging by the chauffeur

A printed receipt for every fare, providing details of distance traveled and total

amount payable

Thoroughly trained chauffeurs in a smart Meru uniform, fluent in English and

Hindi

Ability to track the location of the cab 'real-time' through the GPS technology -

provides security in case of an emergency


Routine spot checks by our patrol vans to ensure highest standards of service

Preferred taxi service at airports in Mumbai, Delhi, Hyderabad and Bengaluru

Marketing mix:-

Marketing mix is one of the

most fundamental conception

marketing management. For

attracting customers and for

sales promotion every

company has to concentrate on

seven elements i.e. product,

price, place, promotion,

people, process, physical evidence. A fair combination of this marketing element called

marketing mix.

It is the blending of seven P’s which forms the core Of marketing system.

Marketing mix aims at achieving marketing targets in terms of sales profit and consumer

satisfaction. Marketing mix is a flexible combination of variables. The main focus of

marketing mix is the customers, his satisfaction and support is important. Marketing mix

variables are interrelated.

There are 7 P’s of Marketing Mix which are as follows:-


Product

Price

Place

Promotion

People

Process

Physical evidence

Product

Mega Cabs is the first company to introduce computerised communication

& dispatch systems with GPS (Global Positioning System) based online

tracking for licensed Radio Taxis in India.

Modern, brand-new, air- conditioned comfortable cabs. Mostly cabs are

Sedan car’s like Indigo, Ikon etc.

Usage of clean green fuel resulting in a cleaner environment and reduced

pollution


Emergency security features such as a panic button are installed in the car

along with First-Aid kits in case of any accidents or emergency situations.

Meru also has a 'Lost and Found' tracking system in place so that any item

left behind unintentionally in a cab can be traced to the vehicle that the

reporting customer has used. Recently, it has also started a corporate travel

programmers on a test mode for business clients.


Price

The Meru Cabs service is a licensed metered taxi operation and is governed by the

fares prescribed by the Department of Transport for your city. The digital tamper

proof meter on board and the printed receipt that they give ensures that the

passenger pays strictly in line with the prescribed fare structure.

Radio taxis fare according to government has been fixed to Rs 15 to Rs 20

No hidden costs or overcharging.

Charged only from your pick up point to your drop point


A Night Surcharge of 25% is levied between 2300 hrs to 0500 hrs.

PEOPLE

They believe that the critical difference between an ordinary taxi service and a

Meru Cabs service lies in the investment that we make into training their

chauffeurs. There stringent conditions for engaging a chauffeur include address

verification, complete medical checkup, testing of driving skills, ability to manage

the on board technology on our vehicles, familiarity with your city and all the

mandatory licensing criteria. And if a potential chauffeur meets these

requirements, they put them through an intensive 5-day training program where

they impart knowledge on customer service, hygiene, safe driving habits and how

to handle an emergency.


Experienced Driver

Recruiting the right staff and training them appropriately. It is necessary

because Consumers make judgments and deliver perceptions of the service

based on the employees they interact with.

PROCESS

The systems used to assist the organisation in delivering the service .

Customer calling at care no. and Cab reaching in time at desire

customer’s place.

Reaching at customer’s destination point in respect to customers

desired time safely.


PHYSICAL EVIDENCE

Where is the service being delivered?

Consumers will make perceptions based on their

sight of the service

Condition of the Taxi :- Modern, brand-new, air-

conditioned comfortable cabs. Mostly cabs are Sedan car’s like Indigo, Ikon

etc.

Promotion :-

For building the brand, the company had started

various ad campaigns and promotional activities.

The tag line of Meru - 'Rely on us,' sends out a

message of safety and hassle-free ride on board.

It released a radio ad campaign of a small boy

going all alone in Meru to receive his

grandmother from the airport. Since last month in Delhi, it has rolled out the

'Don't drink and drive' promotion to encourage people to call for a Meru instead of


drinking and driving. For this promotion, Meru Cabs identified four TGIF (TGI

Friday's) pubs and 160 restaurants, where it has placed tent cards and utilized their

LCD screens to spread the message. The tent cards carried the message - 'If you

find this hard to read, it's time to book a Meru cab.' In another interesting

innovation, colour coding was used on coasters. A customer was given the first

drink on a black coaster. The subsequent drinks followed on green, amber and red

coasters. The red coaster signified that it's time to call for a cab which comes with

the message, 'You do the drinking, we do the driving'. Thus the company

connected a public service message with the idea to boost sales. Dabreo added that

the promotion will be intensified around New Year and other occasions in the

coming years with more innovative ad campaigns. He further added, "Meru Cabs is

a national brand now and the challenges in every city are different. For instance, in

Mumbai and Delhi, the company needs to differentiate itself from other brands. In

Hyderabad, it needs to create the category itself."

Place

Headquartered in Mumbai, Meru Cab Company provides a radio taxi service in the

four key metros of India - Mumbai, Delhi, Hyderabad and Bengaluru.


Conclusion


Meru Cabs is now the largest radio cab service in India and aims to provide world

class taxi services in every city that it enters. They will always try to be the

hallmark for reliable, high quality service in every city that it operates in. Meru

Cabs believe that business enterprise is never complete if it does not make a

contribution beyond building a good business. There constant Endeavour will be to

raise the standards for everyone who comes into contact with Meru Cabs.

The employee should believe in the management & the company for it to succeed,

i.e. walk the talk.So if one gets these things right for a business, it can lead to a

successful business. Well it’s easy to say but it’s difficult to implement and that’s

why all the startups are not successful the way MERU is.

63324516 final meru cabs

Documents

brand meru

meru cabs subject

meru plus

meru cabs pricing strategy

ps of meru cabst

concept of radio cabs

metered radio cabs

radio taxi service