Marketing

Presentation C
On
Case Study of Tootle
A
S
E

S
T
Prepared by
U
MBS 1st sem
(077-079)
D
Mahendra Multiple Campus,
Dharan
Y
Our Gagan Nepali
Roll no:

Creative Bhupendra parajuli

Roll no: 7

Group Suman B.K

Roll no:
Members Khemraj
Roll no: 9
Phurbalamu Sherpa
Roll no:

Binod Karki
Roll no:
QUESTIONS:
A
• What are the major issues related with the case of Tootle.

• Prepare SWOT analysis of Tootle Nepal.

B

• What are the strategies used in Tootle?

C

• How do you explain the Tootle’s 4ps.

D

• Describe the market segmentation base of Tootle.

E

• If you were Tootle owner, what action would you follow

F to solve issues.
Q.1 What are the major issues related with the case of
Tootle.
Major Challenges
• Legalization of Services
Road Traffic Accident
• Service Insurance
• Abuse by Tootle partners

Minor Challenges
• Time Management
• Stranger Behaviour
• Limited to techno generation
• Unknown Traffic Route

Future Challenges
• Competitors
• Safe Transport Service
• Protest by Taxi Union
• Changes in Technology
 Q.3. What are the strategies used in Tootle? (Khem)
Several strategies are used in the tootle service and some of them are quite novel in
this sector, which are as follows;

1. Product\service alliances
•Ride sharing
Tootle is the ride sharing service, tootle partner can use their empty back seat with
the tootle riders by applying the service charge.
• Two wheeler service
Tootle is giving the two wheeler service to their customers.
• Safe service
In comparison, Tootle service gave safe service than other four
wheelers service.
• Tech friendly people
Tootle targeted the tech friendly people who can use easily their service .
• Targeting Female customers
Tootle is mostly targeting the female customers because mostly they are facing
physical abuse in the public buses.
2. Promotional alliances
• New user free balance
At first, tootle give free balance of Rs.200 to their new users which they can use to
take the tootle service .
• Bonus based on use
In tootle, if rider use his vehicle for 5 times a day rewarded with Rs. 200 likewise 10
times rewarded with Rs.500.
• Promoting through happy customer
Tootle promote their service through happy customers because happy customers can
help to make another customer .
• Customer feedback and Corrective Actions
Tootle makers use customer feedback to update and to take action.

3. Logistic alliances
• On Call service
In the tootle service, users can get the facility based on a call by apps, rider can use
the apps to book the ride.
• On time
After using the tootle service users can reach on time to their destination
• Door to door service
On your booking tootle service will arrive on your door to pick you and drop you on
the destination on time.
• Parking hassle free
Tootle is a parking hassle free service because rider can use the service and upon
reaching the destination they can leave the vehicle, so no hassle to find the parking
space in Kathmandu roades.

4. Pricing alliances
• Low price
Tootle provide it's service in low price than the other four wheelers service.
• Scientific pricing
Tootle is using scientific pricing while providing their service. Based on the booking
at first, they fixed the route of customers and make the charge of route. Fare is being
calculated based on the travel distance. While making booking rider will be aware
about the fare so there will be no chance of fraud.
Q.2 Prepare SWOT analysis of Tootle Nepal. (Suman)
After the studied and analyzing we have got the internal and external factors of this
business on the base of SWOT. Which is mentioned below.
 
Strength:
• Easy Service
• HITECH Way
• Self-Employment
• Low cost to established,
• Time Saving of service and Customers
• Research and studied based business
• Cheap/Low Price for customer
• Safe and refreshment journey
• Social Popularity business.
 
Weakness
• Rider's bad behavior has a bad effect on Customer.
• Limited time for service
• Registration issue
• Technical problem or Internet problems,
• Organization has not any insurance policy for rider and traveler ,
• Do not provision for Accidental compensation,
• Job Uncertainty of riders.
 
Opportunities:
• Social Support by good service
• Future Area and Service Expansion
• More Job Opportunities in the future
• Competitors Expensive Service charge
• High population in city
• Crowded in public transportation
• Efforts to prevent abuse on public transport
• Promotion thru Happy Customer
• Feel good Lifestyle of Middle class customer
Threats:
• Lack of Government Policy and Law
• Increasing Competitors like: Pathao, Taximandu etc.
• Possibility of abuse by Bike riders
• Discouragement in rider due to high taxes
• Conflict with Public transport organization
• Road condition, Traffic Jam
• Strike.
Q.3 What are the strategies used in Tootle ?(Khem)
 Marketing Strategies (,
a) Product/ Service Alliances: safe service, on time, targeting tech friendly youth,
targeting female customer with safe ride facility, two wheeler public service, ride
sharing,
b) Promotional Alliances: new user free balance, bonus based on use, promoting
thru happy customer, customer feedback & action,
c) Logistic Alliances: on call service, door to door service, parking hassle free,
d) Pricing Alliance:low price,focused in price, scientific pricing on service
charge, finance strategy,
 Q.4 How do you explain the Tootle’s 4ps.(Bhupen)
The above mentioned case is about tootle. Which is an app which bring two-
wheelers our door steps and drops at our destination. In this case, we analyze
various marketing measures, which are develop to satisfy the need of clients.
Such as; product policies, price policies, place and promotion policies.

 In product policies, we in identify that it is a two- wheelers ride sharing

service type product which provide convenient service compared to public
transport.
 Princing policies of tootle state that it is cheaper in comparision to taxi service
and it is better than public transport.
 In place policies we analyze that it provide online and door to door service
which has offered a platform to make productive use of time.
 In promotion policies we identify tootle can collaborate with major facebook
pages like Routine of Nepal banda, NBR, meme Nepal. These pages have
maximum followers and these followers can be probable customers or
partners of Tootle.
 Q.5 Describe the market segmentation base of Tootle.
(Lahmu)
It is the process of dividing a market into distinct group of buyers who have different
needs, characteristics, or behaviours and who might require separate products or
marketing programs.
A market consists of many of customers, products and needs. The marketer must
determine which segments offer the best opportunities. Consumers can be grouped
and served in various ways based on geographic, demographic, psychographic and
behavioral factors.
Market segmentation for tootle service:

Geographic segmentation:
Geographic segmentation is the simplest type market segmentation. It categorizes
customers based on geographic borders. This marketing platform focuses their
marketing efforts around urban,city center where the target customers are likely to
work Kathmandu valley being the capital city has much busier roads than any other
places so this service has higher tendency to get customers while still surpassing the
traffic problems better than the four wheels. City areas having denser population has
higher probability of having more customers as compared to that of rural areas. The
urbanised people are more likely to buy the service at a higher price value because
the employment rates are higher in those area.
City areas having denser population has higher probability of having more customers
as compared to that of rural areas. The urbanised people are more likely to buy the
service at a higher price value because the employment rates are higher in those area.
Demographic segmentation:-
Demographic segmentation mainly refers to the statistical segmentation about the
target group of people. It is the most popular and commonly used type of market
segmentation.
Location and population:
Ktm has markably larger population which simultaneously increases the number of
customers as well as the number of bikes that serves the possibility of flourishing of
this marketing programme
Age:
The tootle is a good source employment to the middle aged people specially the
students and is suitable for larger extent of consumers as almost every age group can
use the tootle.

Genger:
Tootle service is safer and easy as compared to the public transport for female
population. This system reduces the time pressure because they help to avoid the
hassles as related to the public vehicles.
Income:
The bikers can earn good money from this service It can be an easier source of
Genger:
Tootle service is safer and easy as compared to the public transport for female
population. This system reduces the time pressure because they help to avoid the
hassles as related to the public vehicles.

Income:
The bikers can earn good money from this service It can be an easier source of
income for them. People in valley region can consider this service as it is cheaper as
compared to other vehicle service. This choice can be more economic and serves
right to mainly the middle class people.
  
Education:
People are more educated and are open minded in the city area so this service can get
higher profit margins. They can better compare the services and can make better
choices regarding their economy and hence can end up being more keen to this
service.

Psychographic segmentation:-
Psychographic segmentation categorizes audiences and customer by factors that
relate to their personalities and characteristics. As this is a subjective measure it is
slightly more difficult to identify then other segmentation. It requires proper research
to uncover and understand this segmentation.
Psychographic segmentation:-
Psychographic segmentation categorizes audiences and customer by factors that
relate to their personalities and characteristics. As this is a subjective measure it is
slightly more difficult to identify then other segmentation. It requires proper research
to uncover and understand this segmentation.

Personalities:
Tootle service is a safe and secured service. It’s also time friendly so people might
use this service and grow to use it more as it is convenient. So this suits for various
personalities.

Social class:
It is better suited for the middle class households as it is economic for them. Most of
the households in ktm are middle class so this increases the user rates of the
programme.

Behavioral segmentation:-
It focuses on have how the customers acts towards the service and their purchasing
and spending habits and the user status. Tootle can be beneficial for long term users
so this will ultimately result in more regular customers. The convenience factor
increases the readiness of the customers to use this service rendering it more useful
for the regular users. This service is easier, faster and accessible to everyone so the
attitude towards this service seems to be positive.
Behavioral segmentation:-
It focuses on have how the customers acts towards the service and their purchasing
and spending habits and the user status. Tootle can be beneficial for long term users
so this will ultimately result in more regular customers. The convenience factor
increases the readiness of the customers to use this service rendering it more useful
for the regular users. This service is easier, faster and accessible to everyone so the
attitude towards this service seems to be positive.
 Q.5 If you were Tootle owner, what action would you
follow to solve issues. ( Gagan )
So far tootle is being successful business but there are several internal and external
challenges and many challenges are coming in near future. Which all are tracked for
action. We observed below listed challenges are actions are planned to counter these
challenges.

Challenges are categorized in Major Challenges, Minor Challenges & Future

Challenges and best alternative solutions are identified.

Major Challenges
• Legalization of Services
(Delegation to the MLA for the soonest establishment of rid sharing act, tootle
service report to be prepared and submit to Road Transport Department)
• Road Traffic Accident
(Defensive driving training to given to all tootle partner, accident reporting
protocol to be developed, all road traffic accident to be investigated internally and
corrective actions to be taken)
• Service Insurance
(Request made to insurance company for the insurance of tootle partner & rider,
Insurance Compensation fund to be established)
• Abuse by Tootle partners
(Customer hospitality training to be given to all tootle partners during the orientation
training, ethical values to be reminded and disciplinary action procedure to be
developed and panel will take actions based on the customer report and of finding of
non compliance during internal regular check)

Minor Challenges
• Time Management
(To gain the trust of customers we need to provide our service on requested time,
Monthly refresher training will be organized where they will be explained to accept
the ride request, if they can pick them on time only; Changes will be made on
application, ride request will be notified to near by tootle partners only)
• Stranger Behaviour
(Tootle partners will be trained to be friendly with riders, training materials regarding
‘Understanding Customer Psychology’ to be developed and shared )
• Limited to techno generation
(Currently tootle service is being used by techno generation only, tootle hotline is in
progress where customer register their information & book tootle service by phone
calls)
• Unknown Traffic Route
(Some complaints received from riders stating tootle partner is not aware about the
requested route, all tootle partners to be advised to accept the request for their
familiar route only, and strictly follow the tootle route [do not take any shortcuts])

Future Challenges
• Competitors
(Tootle is the pioneer in this ride sharing industry, upon the success many competitors
may enter with their new services, tootle have to create some loyal customers by
providing the best services and customer loyalty programs)
• Safe Transport Service
(Tootle is committed to the safety of it’s partner & rider, Defensive Driving training
for tootle partners will be on place and daily vehicle checklist will be enforced to
ensure the safe condition of bikes on service)
• Protest by Taxi Union
(To avoid the protest from taxi union and other social units, tootle will use Corporate
Social Responsibility, management is planning to education aid for the urban poor
family, installing road traffic signs, painting of zebra cross, road traffic awareness
training etc.)

• Changes in Technology
(Changes in technology will be challenging in future, IT team is already established
in the organization, Management is planning to start the Research & Development
which will study current market technology and work for future planning)