BRAND INTRODUCTION
In the ride hailing service category, Rapido has expanded its services by launching Rapido Cabs. While being category leaders in the BT domain for more than half a decade, we need to make people aware about the new offering by Rapido and the advantages consumers can avail by taking Rapido Cabs.
THE PROBLEM
Despite being leaders in the bike taxi domain, Rapido faces tough competition from established players like Uber and Ola in the cab category, limiting its market share.
OPPORTUNITY
Rapido can distinguish itself by offering the lowest fares in the cab market, a critical factor for their target audience's purchase decisions.
OBJECTIVE
- Business Objective: To acquire new customers and increase Rapido’s market share in the cabs category from a market dominated by Uber and Ola.
- Marketing Objective: To build awareness and consideration for Rapido cabs across the country such that it becomes the go to option for everyday commute.
TARGET AUDIENCE
They belong to NCCS A1, A2, A3, B1
- They are the busy working professionals and first-time jobbers who look forward to reaching home on time after a hard day at work.
- They have relatively higher spending power in comparison to Bike Taxi and Auto for whom comfort & convenience is the biggest priority while deciding which vehicle to book. - They spend a lot of time on communication-based apps like Facebook, Youtube & Instagram.
- Their purchase decision for a product/service is based not just on experience, but also word of mouth and personal opinions shared in their network groups.
KEY MESSAGE
- Rapido Benefit: Lowest Price - Guaranteed
CATEGORY COMPETITORS IN HYDERABAD
- Online Aggregators: Uber, Ola, InDrive, BluSmart Offline: OHM Cabs (Airport Rides), Telegram Groups, QuickRide
DELIVERABLES
- Single audio file
- Duration under 30 seconds
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