Thesis: The Marketing Communication Strategy of Blue Bird Taxi... (Part 23)

To get a better understanding about this, please start reading from the first post of the series. 

THESIS: The Marketing Communication Strategy of Blue Bird Taxi To Maintain Market Leader Position After Using The Highest Tariff:

• Introduction & Book Cover   : Part 1
• Research Originality Statement and Acknowledgement   : Part 2
• Abstract                                          : Part 3
• Table of Contents                          : Part 4
• List of Tables                                 : Part 4A
• Chapter I       : part 5, part 6, part 7
• Chapter II      : part 8, part 9, part 10, part 11, part 12, part 13, part 14, part 15, part 16, part 17, part 18, 
• Chapter III      : part 19, part 20, part 21
• Chapter IV     : part 22, part 23

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(chapter IV continued)

4.2       Research Findings and Analysis

After collecting the research data, the author will analyze the reply of the interview according to the problem statement of the research. The following are the description.

4.2.1   Research question one, to analyze and make an opinion of the market leader strategy being used by Blue Bird Group taxi.

4.2.1.1 Marketing Strategy Analysis     

Based on the theory by Kotler & Keller (2006), marketing strategy includes segmentation, targeting and positioning. Based on the interview with BBG Corporate Image Department team, the author will present the findings.

A. Segmentation

The following are the findings of the segmentation of Blue Bird Group Taxi based on the interview with Kanti Saraswati, Marketing Communication staff (question no.3); interview with Tony Liandouw, the Corporate Image Manager (question no.27); and from BBG website:

a.    Geographic   : Greater Jakarta

b.    Demographic:

Gender           : Male and female

Race               : Indonesian, expatriate/ foreigners.

SES                : C+ until A+

c.    Psychographic: employees, tourist, international workers, leisure seekers, groups, family

d.    Behavioral     : quality and service benefit seeker, economy price seeker, features seeker (wi-fi, receipt, music, cable TV)

The theory by Kotler et al., (1999) mentions that market segmentation is the process of dividing a market into groups of buyers with different needs, characteristics or behavior, who might require separate products or marketing mixes. The market consists of many types of customers, products and needs. The marketer has to determine which segments offer the best opportunity for achieving company objectives.

The author’s analysis based on the findings of the interview and theories presented, is that Blue Bird Group has segmentation for all market segments that needs taxi transportation ranging from SES C+ until A+. To meet this demand BBG has a variety of service based on pricing and needs, which are Blue Bird & Pusaka for regular taxi, Silver Bird for executive taxi and Golden Bird for car rental.

B. Targeting

After segmenting, the next step is targeting of the segmentation to enter. For this research, the author will focus on the segmentation of Blue Bird Group regular taxis which are Blue Bird taxis and Pusaka taxi.

The following is the findings regarding  the targeting of Blue Bird Group taxis (BBGT) based on the interview with Kanti Saraswati, Marketing Communication staff (question no.4); interview with Tony Liandouw, the Corporate Image Manager (question no.27); Mohammad Dahlan, BBGT driver (question no.6) and from BBG website:

a.    Geographic:

Cities              : Jakarta, Bogor, Depok Tangerang and Bekasi;

Branches       : 18 depots including Kemayoran, Mampang, Ciputat, Kramat Jati, Cimanggis, Raden Inten, Penggilingan, Kelapa Gading, Daan Mogot, Puri Indah, Pondok Cabe I, Pondok Cabe 2, Bintaro, Halim, Narogong, Japos, Kalibata, Puri2

Outlets           : 3 star and 4 star hotels, malls, business centers, residential complex

b.    Demographic:

SES                : C+ until B+,

Income           : Rp 3.000.000,- per month and above

c.    Psychographic         : female employee, Male metro sexual employee, local tourist, international tourist, international workers, leisure seekers

d.    Behavioral     : quality and service benefit seeker

e.    Companies/ B2B: through Blue Bird voucher payments facility for companies executives

For this research, the author will focus on the target market of BBGT in the Jakarta area market which have an approximate total of 32.000 taxis. BBGT armada in Jakarta is approximately 10.000 units or around 30% of Jakarta area taxis.

The following are the findings based on an interview with some customers:

Natalia, an employee, regarding from where she uses BBGT (question no.4):

“From my kost to the airport, office to airport, my office to clients vice versa and from malls”

Johan, a manager, regarding why he uses BBGT (question no.2):

“BBGT drivers are experience, polite and care if the customers are comfortable regarding the AC and driving speed. Besides BBGT uses a VIOS car, has GPS, the car is fresh and clean and doesn’t have a cigarette smell”

Rian, an employee, regarding why she uses BBGT (question no.2):

“For office use because of vouchers, its trustworthy and for when ordering by phone like going to the airport.”

The theory suggested by Kotler et al., (1999) mentions that market targeting is the process of evaluating each market segment's attractiveness and selecting one or more segments to enter. A company should target segments in which it has a differential advantage over its competitors; where it can generate the greatest customer value and sustain it over time.

The author’s analysis based on the findings of the interview and theories presented, are that the targeting for Blue Bird Group taxis are according to the theories presented. BBG taxis targeting are clear and according to the advantages that they have such as a large fleet, covering many cities, automated reservation system, trusted drivers, well maintain fleet and while providing great value to customer seeking quality and service.

C. Positioning

According to the theory, Philip Kotler positioning is the act of designing the company’s offering and image so that they occupy a meaningful and distinctive competitive position in the target customer’s mind. (Kartajaya, 2010:19-20) Kartajaya suggest considering four criteria to build a solid positioning: customer, company, competitor, and change. Elements of a postioning statement are: target market, brand, frame of reference, points of differentiation and competitive advantage. After making the positioning statement the company can make a tag line offer.

The following is the findings based on an interview with Kanti Saraswati, Marketing Communication staff, on how Blue Bird Group positions BBGT:

“Our motto is ANDAL. Aman (Safe), Nyaman (Comfort), Mudah (Easy) and Personalize. Safe because we have trusted drivers... Also our cars are always checking every time it returns at the maintenance shop... Our armada are renewed with a new car every 5 years also for comfort.. We have a lost and found service, although we can’t guarantee everything that gets left behind will be found... Easy because we have thousands of armada. Personalize, because we want customers to feel BBGT is like their own private car” (question no.6)

“We maintain our image as the market leader and that we use the high tariff, also that we are a premium taxi in its category” (question no.10)

The following is the findings based on an interview with Tony Liandouw, the Corporate Image Manager on how Blue Bird Group positions BBGT:

“Providing the first-rate service all the time. The best taxi, safe and comfortable. Maintaining this track record” (question no.27)

The author’s analysis based on the findings of the interview and theories presented are that the positioning of BBGT is according to the theories presented. BBGT positioning statement is the best regular taxi in the category providing ANDAL service which is safe, comfort, easy and personalize. Their tag line is ANDAL: aman, nyaman, mudah and personalize. Its meaningful because of its simple acronym and the use of the word ‘safe and comfort’ which is also mention by some of the taxi users. Its distinctive because it mentions BBGT competitive position in the word ‘easy and personalize.’

The author analyses regarding the four criteria to build a solid positioning are as follow. To the customer it creates a positive perception. For the company, it reflects BBGT strength in service, large armada and distribution. For the competitor, it will be hard for the competitor to imitate the large armada and distribution. However, some taxi user also feels safe and comfort with other taxi including Express and Putra. Regarding change, BBGT has added the easy and personalize because previously it was only safe and comfort.

The author analyses regarding the positioning statement are as follow. The positioning statement is clear and focus to build the marketing strategy and tactics because uses some of the elements of target market, frame of reference, point of differentiation, competitive advantage. In terms of target market, BBGT positioning is according to the customer behavior that needs a safe taxi as priority. In terms of frame of reference, BBGT is position as the best taxi in it’s the category. In terms of points of differentiation, the term ‘’personalize’ reflects a BBGT driver that is polite. In terms of competitive advantage, the term ‘easy’ reflects BBGT large armada and good call center that is hard to imitate by their competitor

The customer’s perception of BBGT positioning can be identified in their comments from the interview by the author. (question no.5):

“Safety” (Natalia, employee)

“Executive taxi”. (Novita, freelance model)

“Easy to get by phone order” (Maria, employee)

“Trustworthy” (Rian, employee)

“A clean taxi” (Johan, manager)

The authors opinion regarding BBGT positioning is that the term ‘safe’ and ‘comfort’ of BBGT positioning statement needs to be change because some taxi user also identifies other taxi such as Express and Putra as safe and comfortable.

The summary of BBGT marketing strategy analysis can be seen on Table 4.1.

Table 4.1

Summary of BBGT Marketing Strategy

1.    Segmentation	-       Geographic: Greater Jakarta -       Demographic: Gender     : Male and female Race         : Indonesian, expatriate/ foreigners. SES          : C+ until A+ -       Psychographic   : employees, tourist, international workers, leisure seekers, groups -       Behavioral           : quality and service benefit seeker, economy price seeker, features seeker (wifi, receipt, music, cableTV)
2.    Targeting	-       Geographic: Cities        : Jakarta, Bogor, Depok, Tangerang and Bekasi Branches : 18 depots including Kemayoran, Mampang, Ciputat, Kramat Jati, Cimanggis, Raden Inten, Penggilingan, Kelapa Gading, Daan Mogot, Puri Indah, Pondok Cabe I, Pondok Cabe 2, Bintaro, Halim, Narogong, Japos, Kalibata, Puri2 Places      : 3 star and 4 star hotels, malls, business centers, residential complex -       Demographic: SES          : C+ until B+, Income     : Rp 3.000.000,- per month and above -       Psychographic   : female employee, Male metro sexual employee, local tourist, international tourist, international workers, leisure seekers -       Behavioral           : quality and service benefit seeker -       Companies/ B2B: voucher payments for company executives
3.    Positioning	The best regular taxi in its category that provides ‘ANDAL’ service which stands for safe, comfort, easy and personalize.