Mydriver Eu Marketing Efforts Essay

5167 Words21 Pages
M. Hortamani, S. Kaushik, M. Kretzschmar, T. Kriete, F. Rook, and O. Shoham Executive MBA 2016 / GMP 2015 Spring 2015 Promotion (Communication) Strategy for myDriver – global market expansion Assignment in Marketing Promotion (Communication) Strategy for myDriver – Global Market Expansion Group IV Name | Email | Mahboubeh Hortamani | mahboubeh.hortamani@edu.escpeurope.eu | Sahil Kaushik | sahil.kaushik @edu.escpeurope.eu | Michael Kretzschmar | michael.kretzschmar @edu.escpeurope.eu | Thomas Kriete | thomas.kriete @edu.escpeurope.eu | Felix Rook | felix.rook @edu.escpeurope.eu | Oded Shoham | oded.hoham @edu.escpeurope.eu | Supervised by Prof. Dr. Frank Jacob | ESCP Europe | Dr. Carl Schuster | CEO myDriver | Berlin-London Track Executive MBA 2016 / GMP 2015 Spring 2015 Table of Contents 1. Introduction 1 2. Competitive Landscape and Market Analysis 1 2.1. Market Overview 1 2.2. Market Analysis 2 2.3. myDriver Current Positioning 2 3. Market Feedback 3 3.1 Methodology 3 3.2 Questionnaire 3 3.3 Interviews 4 3.4 Findings- Personal Transportation Preferences 4 3.5 Findings- myDriver Advertisement 5 3.6 Analysis of Market Feedback 6 4. Recommendations 7 4.1 Brand Awareness 7 4.2 Communication message 7 4.3 Communication channel 8 4.3.1 B2C Market 8 4.3.2 B2B Market 9 4.4 Conclusion 10 Appendix 11 A. Questionnaire 11 B. Interviews 14 1. Introduction In this report we analyze the communication strategy and the advertising effectiveness of myDriver, a company that offers premium personal transportation services. myDriver is a part of “SIXT SE” group, and was founded in the first quarter of 2013. The company provides a premium alternative to standard taxi and personal transportation services. In contrary to industry standard taxi fares, the customer is

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