Since Ola acquired TaxiForSure, the brand has launched three major digital campaigns. Most recently launched, it unveiled its ReferALL campaign, inviting existing customers to refer the convenient, safe and economical services of the company to their friends and family. The company is now attempting to reposition itself as a digitally-driven brand. In an exclusive interview with exchange4media, Arvind Singhal, CEO, TaxiForSure talks about the brand’s repositioning exercise, plans and growth targets for the new financial year. Excerpts:
What are the changes in marketing since the Ola deal?
TaxiForSure continues to remain a separate entity and our focus is to strength our mindshare amongst customers. We have been updating our technology and product to suit our customer preferences, and our marketing function is playing a critical role in communicating this to our customers. I believe we have been fairly successful in doing so. In a span of a few weeks, we have successfully launched three digital campaigns - #MadnessForSure, ReferALL and recently #MadnessForCricket that have gained a lot of momentum in social media platforms. Keeping in mind that our drivers’ are the biggest backbone of our company we have also launched Driver Referral Scheme as one of our marketing initiatives for the benefit of our drivers. We are looking at many more big bang launches in the months to come as well.
With extensive focus on digital, is this a repositioning exercise or an extension on your current positioning?
TaxiForSure has always been a young and fun brand. We have used digital extensively and leveraged humor to connect with our customers. Digital is where all the action is, and we are concentrating more here as it also connects instantly with our customers. It allows us to be nimble and reach out to larger target groups in an effective manner. We are strengthening our position within the industry and our connect with our customers.
What are this year's growth targets?
TaxiForSure is constantly working towards providing good customer experience at great value! We are working towards becoming the brand of choice for our growing customer base. This year our target is to grow this customer base by 10 times and reach over 20 million customers. The opportunity is massive in a large country like India, and all our energies are focused towards achieving this. TaxiForSure is present in 52 cities and we looking at taking this number to 60. From there on, the goal will be to grow deeper in these cities. We understand that our customers seek good experience while interacting with our technology and we are investing towards enhancing our technology and our app. We’ve just launched a brand new version of our Windows app, and are looking at continuous enhancement in technology from our end. Getting more customers into the category is our prime target now and we are working towards it by focusing on improving the customer experience, product and technology.
Are there any new areas in your domain that you are planning to enter?
TaxiForSure will continue to focus on taxi service/business, with the focus on customer experience and widening the user base. We aim to achieve that by enhancing our product and technology as well as dialing up our customer-engagement across key platforms.
TaxiForSure has its presence in 52 cities presently and is planning to enter another 8 cities in this quarter. We have covered almost 60-70 percent of Urban India already and there is a great potential in the market to grow more and expand the customer base. Our sole aim is to make commuting easy for the customers and we plan to achieve that by taking our services to more citizens. We have also been growing our employee base and are planning to recruit around 150 new employees.
Please share any other marketing and advertising related initiatives that the company is planning to embark on.
We have a couple of campaigns we will be focusing on in the months to come. We have rolled out a ReferALL program, whereby our existing customers can refer our service to their friends or family and earn exciting offers. We also have a Driver Referral Scheme, where our drivers get to refer their friends or family to join our strong base and earn exciting offers. We have also recently launched #MadnessForCricket, for our cricket fanatics. We believe that every penny spent to increase the customer experience is the right investment. So we have been prudently rolling out digital and on ground activities with an aim to increase customer and their experience with TaxiForSure.