Strategic Marketing Plan

Executive Summary

1. Introduction (Rachel)

1.1. Company Profile

Grab is a company that operates a ride-hailing platform that offers car booking service. The Company is focused on the development of new commuting and payment alternatives for drivers and passengers. In addition to transportation, the company offers food delivery and digital payments services via mobile app.

2. The Project (Rachel)

With its 2 million and increasing number of driving partners, Grab’s greatest asset would be the number of cars on the road each day. GrabAds makes use of these cars as an opportunity for advertisers to reach mass audiences all around the country. It also helps to increase revenue for existing drivers and opens up an opportunity for non-driving partners to earn some extra cash with their private vehicles. The GrabAds project aims to provide an easier solution by shifting their entire service procedures in-app. This means that advertisers and car owners are able to launch and accept advertising campaigns within a much quicker turnaround, without having to go through the traditional route of engaging with a service agent.

· To include options for car wrap/display templates via the app, where users can insert their own campaign photos and messaging.

· Selection of dates and duration, number of cars, car types, instant price confirmation. Once the number of cars that accepted the ad request has been met, the drivers have 3 working days to install the ad, before the duration officially kicks off

· Similar to GrabHitch, auto notification on details to drivers of where to install and remove car wraps will be sent. Once installed, to verify by serial number provided by workshop

2.1. Mission

2.2. Positioning Statement

Provides quick, fuss-free and effective advertising solutions

2.3. Value Proposition

Offers an efficient way of getting ads out to the largest number of people across the country and an opportunity to help car owners make the most out of their asset.

2.4. SMART Objectives

To increase advertising requests by 40% at the end of the 6 months campaign

To increase GrabAds acceptance rate by 50% at the end of the 6 months campaign.

3. Market Analysis

Overall Market (Evon)

Target Market Segmentation (Evon)

Size and Growth Rate (Evon)

Unmet Needs of Target Market (Evon)

- Quick and easy solutions – usually have to go through agency, design own visuals etc

- Usually takes a long process

- Usually expensive due to design fee etc

Macro-Environment Trends supporting The Project (Jayson)

Wants and Needs and Benefits (Jayson)

5. SWOT Analysis (Rachel)

Strengths Huge number of driving partners Strong financials Strong reputation	Weakness Unable to track non-driving partners’ mileage and route Unable to control quality of messaging due to templated ads
Opportunities App enhancement Higher market share To be the top alternative next to agencies	Threats Taxi advertising OOH advertising (bus stops etc)

5.1. Strengths

5.2. Weakness

5.3. Opportunities

5.4. Threats

6. Competitor Assessment (Jayson)

Define the industry, Assessment of the

competitive environment: the industry’s five competitive forces, critical

success factors, direct and indirect competitors (and their strengths and

weaknesses) and competitive responses of your market entry

6.1. Industry Business Description

6.2. Porter’s Five Forces Analysis

6.3. Critical Success Factors

6.4. Current Competitors

6.5. Competitive Responses of Market Entry

7. Marketing Strategy (Tian Boon)

7.1. Marketing Objectives

- Awareness of Grab Ads services

- Increase Ads campaigns take up

- Increase the number of drivers under GrabAds programme

7.2. Overall Marketing Strategy

(4Ps)

8. Forecast and Budget (Rachel)

9. Implementation and Control (Rachel)

provide a 12 month timeline (Gantt chart) for marketing functions from the implementation of the plan – should be realistically planned and task orientated

10. Contingency Plan (Rachel)