MERU CAB

SUNILKUMARA
141GCMD129

HISTORY OF MERU CAB

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.

Headquartered in Mumbai, Meru Cab provides a radio taxi service in seven key
cities of India - Mumbai, Delhi, Hyderabad, Bengaluru, Jaipur, Ahmedabad,
Chennai Vadodara, Surat, Pune & Kolkata. 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.

Meru - A spectacular growth story

Meru Cabs has grown consistently in its 7 year history in terms of the fleet, people revenues
and popularity.

Meru Cabs launched in Mumbai with 45 cabs in 2007; started operations in 2008 at Delhi,
Hyderabad & Bengaluru. It extended its services Jaipur & Ahmedabad in 2013 and Chennai by
March 2014.

Scaled to a fleet of 6000+ cabs in last 6 years, across Mumbai (1800), Delhi (1400), Hyderabad
(900), Bengaluru (1500), Jaipur (100), Ahmedabad (100) & Chennai (200)

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 1.8 million passengers

One of the few transportation companies in the world to deploy an Oracle ERP and Siebel
CRM.

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

The only company in India to have won the 'Best IT User Awards' by NASSCOM CNBC TV18 in 2008, 2009 & 2010,Times Honour Award 2012 & Trip Advisor Traveller's Choice 2013.

STP of MERU CAB

Segment

People who mobile from one place to another for any purpose

Target Group

Customers who are in need of cabs instantly

Positioning

Indias No. 1 Radio Cab Service

STRENTHS

1. First mover advantage as a radio taxi operator

2. High awareness as a taxi operator

3.Presence across many cities across India

4. Trained drivers with good condition of cars with safety of prime importance, who are taught at the
Meru training academy

5. Meru Cabs was one of the first companies to launch metered "Radio cabs

6. Available 24x7 with e-bill services for the customers

WEAKNESS

1. As per their business model, it owns taxis and hence fixed investment is high

2. Sudden surge in competition means limited margins and lower market share

Opportunity

1. Unorganized market in India is huge (~90%) and hence potential is high

2. Increasing internet penetration & smart phone users

3. Rising disposable income

4. Shifting of consumers towards convenience creates huge demand

Threats

1. Rising competition

2. Uber & ola cabs have deep pocket and hence can burn cash heavily

3. Presence of many national players

4. Absence of clear government regulations in developing countries

5. Future is unclear due to lack of regulations and Customer loyalty is less in this
industry

7 Ps OF SERVICE MARKETING
MIX

Product

Price

Place

Promotion

People

Process

Physical Evidence

PRICE

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.

PRICE

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

Experienced driver and well trained and skilled chauffeurs

Recruiting the right staff and training them appropriately

Consumers perception based on employees they interact with.

PLACE

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

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

PROMOTION

Tag-Line: RELY ON US.

Promotional strategies for brand building like radio ad campaign, tent cards
etc

PROCESS

The systems used to assist the organization in delivering the service:

Customer calling at care number and cab reaching in time at desired customers
place.

Reaching at customers destination point in respect to customers desired time

safely.

PHYSICAL EVIDENCE

Where is the service being delivered?

Consumers will make perceptions based on theirsight of the service

Condition of the Taxi :- Modern, brand-new, air-conditioned comfortable cabs.

Mostly cabs are Sedan cars like Indigo, Ikon etc