Shri Vile Parle Kelavani Mandal’s

Narsee Monjee College of Commerce and Economics

(Autonomous)

Department of Commerce
2023-24
Integrated Marketing Communication
SYBCOM
Semester – III

Group Number: ____5_____

Assignment Title: CAB SERVICE BRAND

Submitted by:
Sr. Name SAP Number Division/Roll
No. Number
1 Rushil Masalia 45208220176 F073
2 Vansh Parekh 45208220277 F052
3 Shubham Ved 45208220397 F065
4 Mahek Karanjawala 45208220722 F042
5 Rishi Shah 45208220517 F069
6 Manav Vakharia 45208220269 F021
7 Monil Maheshwari 45208220060 F046
8 Aditi Yadav 45208220253 F030
9 Neel Manseta 45208220241 F047
10 Sahil Mehta 45208220110 F075

Teacher In-charge: Miss Iqra Khatri

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 Declaration

We ‘GROUP 5’ declare that this Assignment titled as CAB SERVICE BRAND is entirely our work
and any additional sources of information have been duly cited.

All the internet sources published or unpublished from which we have quoted or drawn reference have
been referenced fully in the references and bibliography list.

We understand that failure to do so will lead to plagiarism and any similarity found with other work
elsewhere will result in severe disciplinary action.

We also understand that we will be called for Group Presentation which all the team members must
attend.

We acknowledge it is our responsibility to keep our-self updated with the schedule of presentation and
we will make our-self available during the same.

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 TABLE OF CONTENT

Sr No Particulars Page no’s

1 Survey 4-8
2 Introduction 9-11
3 Importance of Branding 12-14
4 Market Analysis 15-19
5 Trend Analysis 20
6 Brand name, Tagline and Logo 21
7 Justification of brand name 22-23
and logo
8 Brand Positioning 25-29
9 Target Audience 30-31
10 USP 32
11 Brand Core Values and 33
Personality
12 Detailed plan of 34-35
implementation
13 Other Various Aspects 37-42

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 SURVEY FOR ANALYSIS OF THE CAB SERVICE INDUSTRY

We have chosen survey method for conducting the analysis about the current market for cab
services. Surveys are commonly used research tool for gathering the information from a sample
of the targeted population for understanding their behavior or the opinions about a product or
topic.

Benefits of conducting a survey are that is helps in large accumulation of data from different
audience efficiently and gathers varied responses and opinions on the topic. By conducting a
survey on can get both qualitative (in form of short answer and paragraphs) and quantitative
data (in form of graphs and percentages). As they are conducted online, they are often more
cost effective. Surveys include short answers, multiple choices, rate scales, etc and hence they
are flexible enough and can be accessed by many online platforms, mobile apps which can
cover large audience.

We have conducted a survey of 17 people through google forms to understand the cab
services. The main purpose to do so was to do analysis of which are the most preferred
cab services, the criteria people think before opting for a particular cab service provider
and want they find missing in the existing brand which can assist us to innovate our point
of difference.

Following are the questions framed by us and response we collected:

Question 1 – Age of the respondent.

Question 2 - How often do you use cab services?

The survey
conducted helped us
to understand that the
majority of the
people do not use the
cab services
frequently. The cab
services are used
occasionally or
rarely by the
respondents.

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 Question 3 - When using
cab services, do you
typically travel:

The respondents
typically prefer to travel
by cabs when the
distance to be covered is
more. The cab services
are generally preferred
for long distance
journeys for instance,
outstation trips with
friends or moving from part of the city to another to avoid the hassles in public
transportation.

Question 4 - Which cab service providers have you used in the past 6 months?

There are various providers of cab services in the country. This question helps us to
understand the leading players in the market along with the consumer preferences. The two
leading brands are Ola and Uber. Some respondents also prefer Didi cab services and other
such cab services.

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Question 5 - On a scale of 1 to 5, how satisfied are you with the reliability of the cab services
you have used?

While majority of our respondents have given the rating as 3 and 4 to the existing cab service
providers, we can interpret that this average rating indicates that there is some loophole in
the service provided and that the customers have more expectations from the cab services
that they are offered and thus this will help us to build a brand keeping in mind the user
expectations.

Question 6 - What factors influence your choice of cab service?

Majority of the people in

our survey make their
decisions based upon the
price of the services
offered. The users do not
pay any heed to the
cleanliness of the vehicles
or the user interface of the
app. Emphasis also lies on the safety while travelling.

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Question 7 - How likely are you to recommend the cab service(s) you use to a friend or
colleague?

The users are not very much likely

to recommend the cab services that
they use. Majority of the people
gave an average 3 which indicates
that the users are not fully satisfied
with the services provided and that
this bridge between the user and the
service provider needs to be gaped.

Question 8 - How satisfied are you with the customer support provided by cab services?

The users as mentioned above

are not fully satisfied with the
services rendered to them.
The users also feel that the
customer support provided to
them is average and not up to
the mark and as a result the
users avail the cab services
rarely and are not ready to
include it for their daily
commute due to poor customer support and satisfaction.

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Question 9 - Would you be willing to pay a premium for features like Wi-Fi, premium
vehicles, or priority booking?

Majority of the people in the

survey conducted are not
willing to pay for premium
features or for priority
booking or luxury cabs.
Notably, the leading players in
the market such as Ola and
Uber charge for priority
booking as well as premium
vehicles and as a result the users are hesitant to use cab services.

Question 10 - Do you know any cab services other than ola and uber?

More than 50% of the

respondents are unaware of any
other cab services other than
Ola and Uber indicating that
the cab services market is
dominated by these two brands
and that the point of differences
provided by these two brands
resonates with the users as well
as these companies have built a brand by effective brand management.

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 INTRODUCTION

The cab service industry has undergone a remarkable evolution over the years, transforming
the way people perceive and access transportation. From the traditional taxi services of the past
to the modern, technology-driven ride-hailing platforms, the industry has adapted to changing
consumer needs and technological advancements. This comprehensive exploration will delve
into the historical roots, the emergence of technology-driven models, the impact of key players,
and the future trends that shape the landscape of the cab service industry.

Historical Roots:

The roots of the cab service industry can be traced back to the horse-drawn carriages that served
as public transportation in the early 17th century. As cities grew, so did the demand for more
efficient and convenient ways to move people from one place to another. In the late 19th century,
the introduction of motorized vehicles marked a significant shift in the industry. The first
gasoline-powered taxis appeared in major cities, providing a faster and more versatile mode of
transportation.

However, the taxi industry faced challenges related to organization, regulation, and reliability.
Often, hailing a cab required standing on a street corner, hoping to flag down an available
vehicle. The lack of standardized pricing and the occasional unscrupulous practices of drivers
led to a fragmented and sometimes unreliable service.

Technological Evolution:

The advent of radio communication in the early 20th century marked a notable advancement
for the industry. Radios allowed for better coordination between taxi dispatchers and drivers,
improving the efficiency of the service. As technology continued to advance, the introduction
of two-way radios, meters, and dispatch systems became standard in the taxi industry,
enhancing the overall customer experience.

The late 20th century saw further innovation with the introduction of computerized dispatch
systems and the use of credit card payments. These technological enhancements aimed to
streamline operations, improve transparency, and provide passengers with more convenient
payment options.

However, it wasn’t until the 21st century that the cab service industry underwent a revolutionary
transformation with the integration of smartphones and mobile applications. This shift gave

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rise to the era of ride-hailing services, which fundamentally altered the way people accessed
and experienced transportation.

Ride-Hailing Revolution:

The emergence of companies like Uber and Lyft in the mid-2010s marked a turning point in
the cab service industry. These platforms leveraged smartphone technology, GPS tracking, and
real-time data to connect passengers with nearby drivers. The ease of use, transparency in
pricing, and the ability to track the driver’s location in real time addressed many of the
longstanding issues associated with traditional taxi services.

The on-demand nature of ride-hailing services appealed to consumers seeking immediate,

reliable, and often more cost-effective transportation options. Riders could request a ride with
a few taps on their smartphones, eliminating the need for street hailing or pre-scheduled
reservations. This disruptive model quickly gained popularity and expanded globally,
challenging the traditional taxi industry’s dominance.

Key Players and Global Expansion:

Uber, founded in 2009, became a pioneer in the ride-hailing industry and set the stage for the
global expansion of similar services. Its success inspired the creation of similar platforms in
different regions, each adapting to local market needs and regulations. Lyft, Ola, Grab, and
Didi Chuxing are among the prominent players that emerged in various parts of the world.

While ride-hailing platforms brought innovation and convenience, they also faced challenges
related to regulatory compliance, labor practices, and disputes with traditional taxi operators.
These challenges highlighted the need for a balance between innovation and regulation to
ensure fair competition and address concerns related to safety and workers’ rights.

Impact on Traditional Taxi Services:

The rise of ride-hailing services had a profound impact on traditional taxi operators. Traditional
taxis faced increased competition and had to adapt to the changing landscape. Many taxi
companies implemented their own mobile apps, improved customer service, and explored
partnerships to remain competitive.

However, the transition was not without friction. Taxi drivers and operators protested against
what they perceived as unfair competition and argued for stricter regulations on ride-hailing

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services. The clash between traditional and modern models highlighted the industry’s
challenges in balancing innovation, competition, and regulatory oversight.

Economic and Social Impacts:

The cab service industry’s evolution has had wide-ranging economic and social impacts. On
the economic front, the rise of ride-hailing services created new job opportunities for drivers
seeking flexible work arrangements. However, it also brought attention to issues related to
drivers’ classification as independent contractors, with debates surrounding worker rights,
benefits, and job security.

Socially, the convenience and accessibility of ride-hailing services have transformed the way
people move within cities. The “sharing economy” ethos that underlies these platforms has
influenced consumer behavior, encouraging the use of shared transportation resources over
personal vehicle ownership. This shift has implications for urban planning, congestion, and
environmental sustainability.

Technological Integration:

Technology continues to play a central role in shaping the cab service industry. Beyond the
basic functionalities of ride-hailing apps, ongoing developments include the integration of
electric and autonomous vehicles. Electric vehicles contribute to environmental sustainability,
while autonomous vehicles hold the promise of further reducing transportation costs and
increasing safety.Additionally, data analytics and artificial intelligence are being employed to
optimize route planning, predict demand, and enhance overall service efficiency. These
technological advancements contribute to a more seamless and intelligent transportation
ecosystem.

Challenges and Controversies:

Despite the industry’s strides in innovation, it has faced its share of challenges and
controversies. Regulatory hurdles and legal battles have been a persistent issue, with various
jurisdictions grappling with how to classify and regulate ride-hailing services. Concerns about
passenger safety, driver background checks, and surge pricing practices have also prompted
scrutiny.Labor issues have been a significant point of contention, with ongoing debates about
whether drivers should be classified as employees or independent contractors. This debate has
sparked legal battles, strikes, and discussions about the gig economy’s impact on workers’
rights and job security.

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 IMPORTANCE OF BRANDING IN CAB SERVICE INDUSTRY:

In the highly competitive and dynamic cab service industry, branding plays a pivotal role in
shaping the perception of a company and influencing customer choices. This comprehensive
exploration delves into the importance of branding and its multifaceted impact on the success
and sustainability of cab service businesses.

1. Establishing Trust and Reliability: Branding serves as the foundation for building trust and
establishing reliability in the minds of consumers. A strong and consistent brand presence
assures passengers that they can rely on the service for safe, timely, and efficient transportation.
Trust is a fundamental element in a business where customers entrust their safety and comfort
to strangers, making brand reputation a critical factor.

2. Differentiation in a Saturated Market: In a market flooded with numerous cab service

providers, effective branding becomes a tool for differentiation. A well-defined brand sets a
business apart by communicating its unique value proposition, whether it’s exceptional
customer service, cutting-edge technology, or a commitment to sustainability. This distinct
identity helps in attracting and retaining customers amidst a sea of choices.

3. Enhancing Customer Loyalty: A strong brand cultivates a sense of loyalty among customers.
Loyalty is not merely about repeat business; it’s about customers choosing a particular cab
service over others consistently. Loyalty programs, branded promotions, and a positive overall
brand experience contribute to customers becoming not just one-time users but long-term
advocates.

4. Emotional Connection with Customers: Beyond providing a functional service, branding

allows cab service companies to create an emotional connection with their customers. A well-
crafted brand narrative, storytelling, and relatable messaging can evoke positive emotions,
making customers feel a personal attachment to the brand. This emotional connection can
influence customer decisions and foster a sense of community.

5. Reputation Management: Branding is integral to managing and shaping the reputation of a

cab service business. Positive brand associations contribute to a favorable public image, while
negative perceptions can be detrimental. Effective branding allows companies to proactively
manage their reputation, respond to crises, and showcase their commitment to customer
satisfaction.

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6. Pricing Perceptions: A well-established brand can impact how customers perceive pricing.
Premium branding can justify higher prices by positioning the service as superior or more
luxurious. On the other hand, budget-oriented branding may attract cost-conscious customers
seeking affordability. Strategic branding decisions can influence the perceived value of the
service, impacting pricing strategies and market positioning.

7. Word-of-Mouth Marketing: Word-of-mouth remains a powerful force in the cab service

industry, and branding significantly influences what customers share about their experiences.
Positive branding encourages customers to share their positive experiences with friends and
family, acting as organic brand ambassadors. Conversely, negative branding can lead to
unfavorable word-of-mouth, emphasizing the importance of a positive brand image.

8. Building Recognition and Recall: Effective branding creates visual and auditory cues that
facilitate brand recognition and recall. A well-designed logo, a memorable tagline, and
consistent visual elements across marketing materials contribute to customers easily
identifying and remembering a particular cab service. This recognition is crucial in a fast-paced
industry where customers make quick decisions.

9. Leveraging Technological Advancements: As technology continues to play a significant role

in the cab service industry, branding extends beyond traditional aspects to include digital
elements. A well-designed and user-friendly mobile app, an engaging website, and seamless
online interactions contribute to the overall brand experience. The integration of technology
into branding reflects a commitment to staying current and meeting customer expectations.

10. Adapting to Evolving Customer Expectations: Customer expectations in the cab service
industry are continually evolving. Effective branding allows companies to stay agile and adapt
to changing preferences. Whether it’s the integration of eco-friendly vehicles, the adoption of
contactless payments, or the implementation of advanced safety features, a brand that aligns
with evolving customer expectations positions the business for sustained success.

11. Regulatory Compliance and Trustworthiness: Compliance with regulations is a

fundamental aspect of the cab service industry, and branding plays a role in conveying a
commitment to legal and ethical standards. A brand that emphasizes adherence to safety
regulations, licensing requirements, and data protection enhances trustworthiness in the eyes
of customers and regulatory authorities.

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12. Employee Engagement and Satisfaction: Branding is not only external-facing but also
internal-facing. A strong brand can positively impact employee morale and engagement.
Employees who identify with and believe in the brand’s values are likely to provide better
customer service, contributing to an overall positive brand experience.

Conclusion:

In the cab service industry, where choices abound, effective branding is a catalyst for success.
It goes beyond logos and slogans, shaping the perception of a business in the minds of
customers. From establishing trust and differentiation to fostering loyalty and emotional
connections, branding is a strategic tool that influences every facet of the customer experience.
As the industry continues to evolve, a well-crafted and consistently implemented brand
becomes not just a business asset but a key driver of sustained growth and success.

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 MARKET ANALYSIS FOR CAB SERVICE INDUSTRY

Market Size and Growth:

The global cab service market is estimated to be worth USD 275.94 billion in 2024, and is
projected to reach USD 423.59 billion by 2029, growing at a CAGR of 8.95%
[Mordor Intelligence].

Market Segmentation:

The global taxi market is segmented by booking type, service type, vehicle type, and
geography. Based on booking type, the market is sub-segmented into online booking and
offline booking. Online booking accounted for the largest market share in 2020. The primary
factor driving the growth of this segment is the higher penetration and increase in usage of
online e-booking services through smartphones by consumers globally. Based on service type,
the market is further sub-segmented into ride-hailing and ride-sharing. The ride-hailing
segment is expected to hold the largest share of the market during the forecast period. The
increase in the total cost of ownership of vehicles and the need to reduce traffic congestions
due to environmental issues with government regulations supporting ride-hailing options are
some of the major factors driving the growth of the segment. Based on vehicle type, the market
is further sub-segmented into cars, motorcycles, and others. The cars segment accounted for
the largest market share in 2020. An increase in demand for taxi services for short-distance
commutes with the ability to accommodate greater number ot passengers at a time, helps to
reduce the overall cost which is expected to drive the market growth.

Regional Variations:

The market growth is expected to be strongest in Asia-Pacific, followed by North America and
Europe.

India, for example, has a rapidly growing taxi market with a projected CAGR of 13.55% from
2024 to 2029 [Mordor Intelligence].

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 KEY COMPETITORS AND MARKET TRENDS

1. Direct Competitors:

A. Uber:

• Strengths:
o Global presence: Operates in over 90 countries, offering international reach
and brand recognition.
o Diverse ride categories: Offers a wide range of options, from basic rides to
luxury vehicles and shared rides, catering to various needs and budgets.
o Strong brand recognition: A household name synonymous with ride-hailing,
giving them an advantage in attracting new users.
o User-friendly app: Continuously invests in app development, providing a
smooth and intuitive user experience.
• Weaknesses:
o Surge pricing: Prone to significant price increases during peak hours or high
demand, potentially frustrating customers and leading to negative reviews.
o High commission fees for drivers: Some argue that Uber's commission
structure can leave drivers with lower earnings compared to competitors.

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 o Negative media coverage: Past controversies regarding safety concerns and
labor practices could impact brand image and customer trust.

B. Lyft:

• Strengths:
o Driver ownership and sustainability: Focuses on empowering drivers
through stock ownership opportunities and promotes eco-friendly initiatives,
appealing to environmentally conscious customers.
o Driver-friendly policies: Offers fair wages and benefits to drivers, potentially
leading to higher driver satisfaction and retention compared to competitors.
o Positive brand image: Known for its commitment to responsible business
practices and social responsibility, attracting customers who value ethical
conduct.
• Weaknesses:
o Limited presence: Primarily operates in the US and Canada, limiting its reach
compared to global competitors like Uber.
o Lower brand recognition: May not be as readily known as Uber, especially in
regions outside its primary market.
o Potential competition from Uber in driver-friendly approach: Uber is
making efforts to improve driver compensation and benefits, potentially
diminishing Lyft's competitive advantage.

C. Regional Players (examples):

• Ola (India):
o Strengths: Strong market share in India, established brand recognition, and
diversified services beyond ride-hailing, including bike-sharing and food
delivery, creating a comprehensive ecosystem for users.
o Localization: Deep understanding of the Indian market and customer
preferences, allowing them to tailor their services accordingly.
• Grab (Southeast Asia):

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 o Strengths: Dominant player in Southeast Asia, operating as a "super app"
offering a variety of services like payments, food delivery, and digital wallet
options, creating a convenient one-stop solution for users.
o Strategic partnerships: Collaborates with local businesses and organizations,
expanding its reach and influence within the region.

2. Indirect Competitors:

A. Public Transport:

• Strengths: Cost-effective option, particularly for frequent commuters and long-

distance travel, with extensive networks in major cities.
• Weaknesses: Limited flexibility and potentially longer travel times compared to ride-
hailing services, especially in areas with less developed public transport infrastructure.
• New Points:
o Rise of integrated ticketing systems: Public transport authorities are
increasingly adopting integrated ticketing systems, making it easier for users to
combine different modes of transportation seamlessly.

B. Carpooling Services:

• Strengths: Lower fares than individual rides, environmentally friendly option due to
shared vehicle usage.
• Weaknesses: Relies on finding compatible passengers heading in the same direction,
potentially leading to longer waiting times or limited availability.
• New Points:
o Growing popularity of corporate carpooling programs: Companies are
adopting carpooling programs to promote sustainability and reduce employee
commuting costs, potentially impacting demand for carpooling services.

C. Bike-Sharing Services:

• Strengths: Eco-friendly and convenient for short-distance trips within urban areas,
often with readily available docking stations and affordable pricing.
• Weaknesses: Not suitable for long journeys or carrying luggage, reliant on weather
conditions, and may not be available in all areas.

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 • New Points:
o Integration with ride-hailing apps: Some bike-sharing companies are
partnering with ride-hailing services to offer users a "first-mile/last-mile"
solution, combining bike-sharing for short trips with ride-hailing for longer
distances.

D. Personal Vehicle Ownership:

• Strengths: Provides flexibility, independence, and control over the driving experience.
• Weaknesses: High costs associated with ownership, including maintenance, fuel,
parking, and insurance, which are becoming increasingly expensive in many urban
areas.

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 TRENDS IN THE INDUSTRY

Market Trends: Identify current trends influencing the market, such as the shift towards eco-
friendly transportation options, the rise of mobility-as-a-service (MaaS) platforms, the
integration of multimodal transportation solutions, and the emphasis on safety and hygiene
standards post-pandemic
Technology Trends: Assess technological advancements shaping the industry, such as ride-
hailing apps, GPS navigation systems, artificial intelligence for route optimization, electric and
autonomous vehicles, and contactless payment solutions. Stay abreast of emerging
technologies and their implications for service delivery and customer experience.
Other Key Trends:
Shift towards app-based services: The convenience and transparency of app-based booking is
driving a shift away from traditional hailing methods.
Focus on sustainability: Many companies are offering electric vehicles and implementing green
initiatives to reduce their environmental impact.
Integration with other transportation options: Cab services are increasingly integrating with
public transportation and other mobility options for seamless travel experiences

By understanding the competitive landscape, emerging trends, a new cab service company can
develop a comprehensive strategy to stand out and carve its niche within the industry.

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 BRAND NAME AND LOGO

Unique Brand Name :-

GLIDE

Brand Tagline :-
Where comfort meets efficiency…

Brand logo :-

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 JUSTIFICATION OF BRAND NAME AND LOGO

The logo and tagline of Glide, "where comfort meets efficiency," are strategic elements that
contribute to the brand's positioning within the competitive landscape of the cab services
industry. To analyse these elements, we will consider the Points of Parity (PoP) and Points of
Difference (PoD) that Glide has identified in relation to its competitors, Ola and Uber.

Brand Name Justification:

The brand name "Glide" conveys a sense of smoothness, ease, and effortless movement, which
aligns with the idea of a comfortable and efficient transportation experience. The word "Glide"
suggests a seamless and enjoyable journey, reflecting the brand's commitment to providing a
superior ride-hailing service. Additionally, the name "Glide" evokes a sense of modernity and
sophistication, positioning the brand as a contemporary and customer-centric cab service
provider. Overall, the name "Glide" is justified as it effectively communicates the brand's
promise of a comfortable and efficient transportation experience to its customers.

Logo Justification:

The word "Glide" in the logo suggests a sense of smoothness, ease, and comfort, which are
highly desirable qualities in a transportation service. The absence of complex designs or
symbols in the logo indicates a focus on the brand name as the primary identifier, suggesting a

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minimalist and modern brand image. This simplicity can help the logo stand out in a crowded
market, making it more memorable and recognizable to users.

Tagline Justification:
The tagline "where comfort meets efficiency" encapsulates the brand's promise to deliver a cab
service that not only provides a comfortable ride but also emphasizes efficiency. This dual
focus is significant as it addresses both the emotional (comfort) and practical (efficiency)
aspects that consumers consider when choosing a cab service. The use of the preposition
"where" implies that Glide is not just a service but a destination for a superior experience.

Analysis in Relation to PoP and PoD:

Glide's PoP includes standard features that are common in the industry, such as ride-hailing,
multiple car categories, competitive fares, safety measures, customer support, payment options,
predetermined prices, driver ratings, and a data-driven approach. The logo and slogan, by
emphasizing comfort and efficiency, align with these PoPs, signalling to customers that Glide
offers a reliable and enjoyable ride experience.

The PoDs for Glide are its focus on women's safety, subscription-based plans, child-friendly
services, electric vehicles, pet transportation, and additional services like vehicle rentals and
sales of second-hand cars. The slogan's emphasis on comfort could be interpreted as a nod to
the unique aspects of Glide's service, such as the emphasis on safety for women and children,
which are critical aspects of a comfortable ride.

In summary, Glide's logo and slogan are well-aligned with its PoPs, ensuring that the brand
meets customer expectations for a quality ride-hailing service. At the same time, they highlight
the PoDs that differentiate Glide from competitors, providing a compelling reason for
customers to choose Glide over other cab services. The overall branding strategy suggests a
company that is committed to not only matching industry standards but also to innovating and
providing additional value to its customers.

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MENTAL MAP OF GLIDE

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 BRAND POSITIONING

Glide offers a smooth, comfortable and easily accessible subscription-based cab service for the
common man to peacefully travel to their desired destinations along with another premium
luxurious segment, akin to charter planes and yachts, tailored for the modern traveller.

With a subscription-based model, our priority lies in ensuring the safety and comfort of every
passenger, especially women. Our commitment to excellence is reflected in our stringent driver
selection process and consistently high driver ratings.

POINT OF PARITY AND POINT OF DIFFERENCE

POINT OF PARITY(PoP)

Point of Parity (PoP) refers to all the benefits of the product that are in common or shared by
the brand and its competitors. This enables making comparison from the views of the
customers. These are the basic expectations of the audience regarding the product. It is essential
to remain in the competition. In the cab services industry, major leading brands are Ola and
Uber. There are some other players too such as Meru, Saaveri, Car zontent, etc. All of them
have common features along with their own unique prepositions.

Our brand Glide deals with cab services industry producing various services to the customers.
In order to sustain in the market, we have come up with the following features which will meet
basic needs among the masses. They are:

1) Ride-hailing: All the players in the cab services industry offer users the ability to book
cars through mobile apps, anywhere and at any time as suitable or required by the
customers, connecting them with drivers on demand.
2) Multiple car categories: The players offer a range of car options to suit different needs
and budgets, including sedans, SUVs, and luxury vehicles. The customers can choose
the cars as per their convenience.
3) Fares: One of the paramount aspects that patrons contemplate when selecting a
transportation service is the cost. Cab services in India provide competitive rates and
have introduced numerous exclusive promotions to entice additional patrons. The cab
services provide upfront fare estimates before booking, allowing users to compare
prices and make informed decisions.

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4) Safety: Security is a significant apprehension for the cab patrons. All corporations
have implemented a plethora of safety measures, including cutting-edge GPS tracking,
in-app emergency buttons, and rigorous driver verification protocols.
5) Customer Support: Regarding customer assistance, the industry players possess
specialized customer support squads that are accessible round the clock to handle
customer inquiries and grievances. The businesses boast a committed customer
assistance squad that can be contacted through various channels like phone, email, and
social media platforms or via the in-app assistance hub or electronic mail.
6) Payment options: The cabs offer a variety of options for the payment such as cash.
They also provide a variety of cashless payment options including credit cards, debit
cards and mobile wallets.
7) Pre-Determined prices: The can services industry in India provide a pre-determined
prices or the fares based on the distance travelled, the time of the day, regions and
various other such factors.
8) Driver ratings and reviews: The cab services enable the users to rate and review
drivers, allowing for feedback and ensuring a certain level of quality control. Such
ratings and reviews can allow the highly rated drivers to earn extra incentives for their
good performance. The overall experience rating also helps the cab service provider the
ways to improve their business operations.
9) Data-driven approach: The cab services industry use data to optimize their operations,
improve efficiency, and personalize user experiences. The details regarding the driver
and its ratings, the details regarding the time of pickup and the estimated time of arrival
on the destination and other various other details are shared with the users by making
use of the data shored, thus improving the efficiency.
10) Trip History: The main feature of the taxi app solutions for both drivers and raiders is
the display of search history. This feature helps users go for invoices, rate the driver,
support the issue, etc. The trip history enables the user to analyze the start and
endpoints, and driver rating gives the admin more information about you and the driver
service.

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POINT OF DIFFERENCE (PoD)

Point of Difference refers to innovation with the help of which our brand stands above all of
the other brand. It is a unique preposition regarding the product, its features, its service, etc. it
acts as a reason for the customer to choose our product over others.

Point of Difference of the leading cab service providers are:

1) OLA:
• The first time users are entitled to avail the sign up discounts upto 25% on their
first ride.
• The app also explicitly shows the pickup point.
• Ola has introduced its own wallet just like the PayTM wallet. Payments can be
made through ola money which contributes to the revenue of Ola.

2) UBER:
• Uber allows users to cancel the ride by charging a minimal fee which is almost
negligible.
• Uber allows both the rider as well as the driver to provide feedbacks as well as
ratings.
• Uber has also started its venture Uber eats wherein they have created a network
of local restaurants for food delivery services commissions based.
•

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Point of Difference of Glide:

1) Women Safety: The available players in the market do not pay much heed towards
women safety as a result the number of women users are on a decline especially during
late night. However, Glide prioritises women safety wherein the women users can select
women driven cabs at any point of time irrespective of the time. The details of the
women drivers will be sent to the user prior to the commencement of the journey. This
will ensure that women feel safe travelling alone at night.
2) Subscription based plans: Most cab services provided are for one time use only.
However, there are several users who use cabs for daily commute and are not
comfortable enough in travelling through public modes of transportation. Thus, to
bridge this gap, Glide has introduced subscription based plans wherein the users can
opt for weekly or monthly subscription for their daily commute to make travelling
easier. The subscription plan can be cancelled at any point of time without any charges.
3) Child friendly: The cab services rendered by the various players neglects the basic yet
the most important service which is child friendly as well as child safety. Most of the
players in the market do not provide for extra child seat for the toddlers or the new
borns. However, Glide provides for the baby car seats to ensure child safety. The user
just has to select the option of ‘travelling with a child’ and the same will be taken care
by glide.
4) Electronic vehicles (EV): The future is electronic vehicles and as a result the users can
choose from normal petrol/diesel based vehicles for their transportation or the
electronic vehicles. This will help to reduce the carbon footprints and practice the
principles of sustainability.
5) Pet transportation: Unlike any of the players in the market, Glide is pet friendly and
allows the transportation of the pets in its cab services. The company ensures that the
pets are safely transported and also promises that the proper care will be taken of
hygiene as well as cleanliness.
6) Some other points:
• Glide allows rental of electronic bicycles as well as motorized vehicles.
• Glide also sells second hand car through Glide cars.

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TABULAR COMPARSION OF GLIDE VS OLA VS UBER
BASIS GLIDE OLA UBER
Fares Pre-determined fares Pre-determined fares Pre-determined fares
on the basis of on the basis of on the basis of
distance travelled distance travelled distance travelled
and travel time. and travel time. and travel time.
Car Types Sedans, luxury Sedans, luxury Sedans, luxury
sedans, SUVs, sedans, SUVs, sedans, SUVs,
premium vehicles, premium vehicles. premium vehicles.
Electronic vehicles.
Review and Available for both Only available for Available for both
Feedback rider and driver. rider. rider and driver.
submission
Safety Cutting-edge GPS Cutting-edge GPS Cutting-edge GPS
tracking, in-app tracking, in-app tracking, in-app
emergency buttons, emergency buttons, emergency buttons,
and rigorous driver and rigorous driver and rigorous driver
verification verification verification
protocols. protocols. protocols.
Special emphasis on
women safety by
providing women
driven cabs.
Rental as well as Allows both the Allows only sale of Allows only rental of
Sale of Second- rental as well as second-hand vehicles.
hand vehicles. second hand vehicles.
vehicles.
Trip History Available for both Available only for Not available.
the rider as well as the rider.
driver to see their
respective trip
histories.

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 TARGET AUDIENCE

Glide Cab Services strategically targets areas that cater to college students, women travellers,
and office-goers. The service aims to provide a safe, reliable, and convenient transportation
option tailored to the specific needs and schedules of the target audience.

These areas are carefully selected based on their proximity to:

• University Campuses: Partnering with universities and colleges to provide

transportation services within campus premises and to surrounding areas. This includes
dormitories, academic buildings, student centres, and off-campus housing areas.
• Residential Neighbourhoods: Targeting neighbourhoods with a high population of
college students, young professionals, and families. This involves areas near colleges
and universities, as well as residential communities with easy access to educational
institutions and employment centres.
• Business Districts: Operating in commercial hubs with a concentration of offices,
corporate buildings, and business parks. This includes downtown areas, financial
districts, and technology parks where office-goers require transportation services for
their daily commute.
• Transportation Hubs: Establishing a presence near transportation hubs such as train
stations, bus terminals, and airports. This facilitates seamless connectivity for travellers
and commuters, including women travellers who value safety and accessibility.
• Entertainment and Shopping Centres: Serving areas with popular entertainment
venues, shopping malls, restaurants, and bars frequented by college students, young
professionals, and families. This includes downtown entertainment districts, shopping
plazas, and cultural attractions.
• Residential Suburbs: Extending services to residential suburbs and outlying areas
where there is a demand for reliable transportation options. This ensures coverage for
commuters living in suburban communities who need transportation for work or leisure
activities.

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• Safety-Conscious Neighbourhoods: Prioritizing neighbourhoods with a reputation for
safety and security, especially for women travellers. This includes areas with well-lit
streets, surveillance cameras, and active community policing initiatives.

By targeting these specific areas, Glide Cab Services can effectively reach its desired
demographic of college students, women travellers, office-goers, and regular
commuters, providing them with convenient, reliable, and safe transportation options
tailored to their needs.

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 UNIQUE SELLING PROPOSITION (USP)

Predictable Costs: Due to the subscription model, passengers know their transportation budget
in advance, eliminating fare fluctuations and surprise charges. Compared to individual ride
bookings, the subscription offers lower per-ride costs, making it a budget-friendly option for
frequent travellers.

Priority booking: Subscribers get priority access to cabs, reducing wait times and ensuring
quicker rides.

Simplified booking process: No need to enter payment details repeatedly. Booking can be
done through a dedicated app or website, making the process faster and smoother.

Loyalty rewards: Implement a loyalty program within the subscription plan, offering
additional benefits like free rides, priority airport pick-ups, or discounts on other services

Personalized Ride Gifting:

Offer in-app gift cards for ride experiences: Allow users to purchase ride gift cards for friends,
family, or colleagues, personalized with custom messages and specific ride preferences.

"Surprise and delight" program: Implement a program where occasional users receive surprise
discounts, upgrades, or special offers, fostering customer loyalty and appreciation.

Partner with local businesses for exclusive ride packages: Collaborate with restaurants, event
venues, or hotels to offer exclusive ride packages that include transportation and other benefits,
creating unique experiences for passengers.

AI-Powered Route Optimization with Real-time Updates:

Go beyond basic traffic navigation: Utilize AI that learns from past data and real-time traffic
updates to suggest the most efficient route, considering factors like traffic congestion, weather
conditions, and road closures. Provide ETA updates with transparency: Communicate potential
delays with passengers proactively, offering alternative route suggestions and estimated arrival
time adjustments.

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 BRAND CORE VALUES AND PERSONALITY

The brand core values of Glide Cab Services are deeply rooted in our commitment to providing
safe, reliable, and inclusive transportation solutions and the brand personality is engraved in
the same.

It can be enumerated with the help of following points:

• Safety First: Ensuring the safety and security of passengers is our top priority. We
prioritize stringent safety measures, background checks for drivers, and maintain well-
maintained vehicles.
• Reliability: We understand the importance of being dependable for our customers.
Whether it's getting to class on time, catching a flight, or reaching the office, our
commitment to reliability ensures peace of mind for our passengers.
• Accessibility: We strive to make transportation accessible for everyone. Whether it's
offering affordable fares, ensuring wheelchair accessibility, or providing easy-to-use
booking platforms, we aim to serve diverse needs.
• Convenience: We value our customers' time and convenience. From easy booking
options through our app to flexible scheduling and multiple payment methods, we aim
to make transportation as convenient as possible.
• Community Engagement: We actively engage with the communities we serve.
Whether it's through partnerships with local businesses, supporting college events, or
participating in initiatives for women's safety, we are committed to being an active and
responsible member of the community.
• Environmental Responsibility: We are conscious of our environmental impact and
strive to minimize it. By promoting carpooling, investing in eco-friendly vehicles, and
implementing sustainable practices in our operations, we aim to contribute to a greener
future.
• Empowerment: We empower our employees and drivers to provide exceptional
service. By offering training, fair compensation, and opportunities for career growth,
we ensure that our team is motivated and committed to delivering the best experience
for our customers.
These values embody our commitment to providing safe, reliable, and inclusive
transportation solutions while fostering a positive impact on the community and the
environment. They also exemplify our dedication to shaping positive transportation
experiences while upholding integrity, inclusivity, and social responsibility.

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 DETAILED PLAN FOR IMPLEMENTING BRAND IN MARKET

The cab service industry has witnessed significant growth in recent years, driven by the
increasing demand for convenient and reliable transportation. This implementation plan
outlines the steps and strategies to launch a successful cab service business.

I. Market Research and Analysis:

1. Identify Target Market:

Conducting thorough market research to identify the target demographic, including age
groups, geographic locations, and specific transportation needs.

2. Competitor Analysis:

• Analyzing existing cab service providers to understand their strengths and weaknesses.

• Identifying opportunities for differentiation and competitive advantages.

II. Legal and Regulatory Compliance:

1. Business Registration:

• Registering the business and obtain all necessary licenses and permits to operate legally

• Complying with local and national transportation regulations.

2. Insurance:

• Securing comprehensive insurance coverage for vehicles, drivers, and passengers tpotential
risks.

III. Fleet Acquisition and Maintenance:

1. Vehicle Selection:

• Choosing a fleet that meets the target market's preferences and demands.

• Considering fuel efficiency, safety features, and comfort.

2. Maintenance and Repairs:

• Developing a regular maintenance schedule to ensure the fleet is in optimal condition.

• Establishing partnerships with reliable auto repair services.

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IV. Technology Integration:

1. Mobile App Development:

• Investing in a user-friendly mobile app for booking rides, tracking vehicles, and making
payments.

• Integrate GPS technology for real-time tracking and route optimization.

2. Online Presence:

• Developing a responsive website providing information about services, pricing, and

customer support.

• Leveraging social media platforms for marketing and customer engagement.

V. Driver Recruitment and Training:

1. Recruitment Process:

•Implementing a rigorous hiring process to select qualified and reliable drivers.

•Conduct background checks and verify driving records.

2. Training Programs:

• Providing comprehensive training on customer service, safety protocols, and effective

use of technology.

• Ensuring drivers are familiar with local traffic laws and regulations.

VI. Pricing and Payment Systems:

1. Competitive Pricing:

• Determining competitive pricing strategies based on market research and operational costs.

• Considering promotional pricing and loyalty programs.

2. Payment Options:

• Implementing various payment options, including cash, credit cards, and digital wallets.

• Ensuring secure and efficient payment processing systems.

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VII. Marketing and Branding:

1. Brand Identity:

• Developing a strong brand identity that reflects reliability, safety, and customer satisfaction.

• Creating a memorable logo and brand message.

2. Marketing Strategies:

• Utilizing digital marketing, including social media, search engine optimization, and
online advertising.

• Partnering with local businesses and hotels for cross-promotions.

VIII. Customer Service and Feedback:

1. Customer Support:

• Establishing a responsive customer support system through various channels (phone,

email, chat).

• Resolving customer issues promptly and professionally.

2. Feedback Mechanism:

• Implementing a feedback system to gather customer opinions and improve services continually.

• Using positive feedback for testimonials and marketing efforts.

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 OTHER VARIOUS ASPECTS

PRICING STRATEGIES:-
Pricing strategies for cab services can vary based on various factors such as demand,
competition, operational costs, and target market.

Ultimately, the choice of pricing strategy depends on factors such as market dynamics,
customer preferences, and the competitive landscape. Cab services often employ a combination
of these strategies to optimize revenue while providing value to customers

Owing to the friendly and seamless relationships with service providers, vendors in supply
chain,drivers and software providers, Glide has brought down the unit economics to around
20% less than the competitors and thus even after charging lesser than its peers for the same
ride , we can sustain healthy profits.

Glide uses subscription-based pricing method. One such is that, the subscribers pay 10% less
than their usual fare for the fixed pickup and drop locations by paying Rs.95 monthly, Rs.540
half-yearly and Rs.979 yearly. On the other hand, if they are willing to opt for multiple pickup
and drop location on a single day with the benefit of 10% discount on their usual fare, they
have to pay a monthly fee of Rs.200, Rs.1080 half yearly and Rs.2052 yearly.

For equalizing the cost-effectiveness all over India, Glide also takes the advantage of tiered
pricing strategy where the Tier-I, Tier-II and Tier III cities are charged with different rates as
per the affordable rate assumed by the locals there. Secondly, customers are given the option
to choose their pricing option suiting their own needs and budget. Glide also employs a
dynamic pricing model where the customers have to pay premium for their travel routes
based on the factors such as time, demand or distance.

By implementing a well-defined pricing strategy, we effectively cater to the different needs

of target audiences in the cab service market. We strive to strike a balance between
affordability, value proposition, and long-term profitability.

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PROMOTIONAL ACTIVITIES OF GLIDE:-

Launch Event Extravaganza:

Glide is ready to make a grand entrance into the transportation scene, and we want you to be
part of our Launch Event Extravaganza! This event marks the beginning of an exciting journey,
and your presence is not just welcomed; it's essential in shaping the narrative of Glide's debut
in the market.

Key Elements:

Festivities: Imagine a vibrant atmosphere filled with music, entertainment, and an overall
sense of celebration. Our Launch Event Extravaganza is designed to create a memorable
experience beyond just the introduction of a new transportation service.

Complimentary Rides: As a token of our appreciation for your support, enjoy complimentary
rides during the Launch Event Extravaganza. It's not just about offering free rides; it's our way
of expressing gratitude to early adopters who embark on this journey with us.

Exclusive Launch Discounts: Picture exclusive discounts for rides during the launch period.
These discounts are crafted to make your initial Glide experiences not only enjoyable but also
cost-effective. It's not just about a promotional offer; it's about introducing Glide with a
compelling value proposition.

Share Your Ride: We invite you to actively participate by sharing your experiences during the
Launch Event Extravaganza. Post your rides, capture the festive atmosphere, and use dedicated
event hashtags to contribute to the buzz on social media.

Be a Pioneer: Your presence at the launch makes you a pioneer, someone who is part of the
initial chapter of Glide. Share your thoughts and first impressions to become an integral part
of the story we are crafting together.

Building Community: The Launch Event Extravaganza is not just a one-time event; it's about
laying the foundation for a strong and engaged community. By being part of this event, you
contribute to the creation of a vibrant Glide community.

Setting the Tone: Your presence at the launch helps set the tone for what Glide represents – a
dynamic, user-centric, and community-driven transportation service. It's not just about rides;
it's about the shared experiences and connections we build from day one.

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Green Rides Week:

Glide is proud to introduce the Green Rides Week, an initiative that goes beyond transportation
– it's a commitment to a sustainable and eco-friendly future. During this week, Glide users will
have the opportunity to enjoy discounted rides on our fleet of electric vehicles, contributing to
a greener and cleaner environment.

Key Elements:

Discounted Electric Rides: Picture a week where all rides on our electric vehicles come with
exclusive discounts. It's not just about affordability; it's an invitation to choose sustainable
transportation without compromising on cost. Green Rides Week makes choosing electric not
just environmentally conscious but also economically savvy.

Environmental Awareness Campaign: In conjunction with Green Rides Week, Glide will
launch an Environmental Awareness Campaign. Riders will be informed about the
environmental impact of choosing electric rides and how their choices contribute to reducing
carbon footprints. It's not just about rides; it's about making informed and impactful decisions.

Community Participation: We encourage riders to actively participate in the Green Rides

Week by choosing electric rides and sharing their experiences on social media. Using dedicated
hashtags, riders become advocates for sustainability, fostering a sense of community
engagement. It's not just about individual rides; it's about collectively making a positive impact.

Choose Green: We invite you to actively participate in Green Rides Week by opting for electric
rides during this period. Your choice isn't just about a mode of transportation; it's a statement
in support of sustainable and environmentally friendly practices.

Share Your Green Ride: Take part in the environmental awareness campaign by sharing your
green rides on social media. Share insights into the benefits of electric rides and use the
dedicated campaign hashtags. Your posts become a catalyst for spreading awareness beyond
the Green Rides Week.

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Women Empowerment Campaign:

Glide proudly introduces the Women Empowerment Campaign, an initiative that shines a
spotlight on our incredible female chauffeurs. This campaign offers riders the option to choose
rides driven by inspiring women, accompanied by special promotions.

Key Elements:

Celebrating Strength: The Women Empowerment Campaign is not just about rides; it's a
celebration of strength, empowerment, and inclusivity. Glide users have the option to choose
rides driven by inspiring women, fostering a sense of empowerment within the community.

Special Promotions: To complement the campaign, enjoy special promotions when you choose
rides driven by our female chauffeurs. Your ride becomes more than just a commute; it becomes
a statement in support of diversity and empowerment.

Referral Frenzy:

Glide's Referral Frenzy is a promotional period where users can refer to friends and earn
exclusive discounts. It's not just about riding; it's an opportunity to grow the Glide community
while enjoying benefits for both referrers and new users.

Key Elements:

Thrilling Referral Rewards: Picture a period where referring friends to Glide results in
thrilling rewards such as exclusive discounts, making every referral a win-win. It's not just
about recommending a service; it's about building a network of Glide enthusiasts.

Community Growth: The Referral Frenzy is designed to foster community growth. Users
actively engage in expanding the Glide network, creating a community that thrives on shared
experiences and mutual recommendations.

Build Connections: Through referrals, you contribute to building connections within the Glide
community. Each new member is not just a user; they become part of a growing network that
values the convenience and benefits of Glide.

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Environmental Awareness Campaign

Glide's Environmental Awareness Campaign is a broader initiative emphasizing the benefits of

choosing electric rides. It's not just about transportation; it's a conscious effort to contribute to
a cleaner environment.

Key Elements:

Promoting Electric Rides: Imagine a campaign period where Glide actively promotes electric
rides, offering users an opportunity to contribute to environmental conservation. It's not just
about choosing a mode of transport; it's about making eco-friendly choices in daily commuting.

Community Engagement: The campaign encourages users to actively participate in

environmental awareness. By choosing electric rides during this period and sharing their
experiences, users become advocates for sustainable and responsible commuting.

Ride Pass Giveaways:

Glide's Ride Pass Giveaways involve periodic promotions where users can participate in
contests or challenges to win free ride passes. It's not just about rides; it's an exciting
opportunity for users to unlock the potential for unlimited rides.

Key Elements:

Contests and Challenges: Picture engaging contests and challenges where users showcase
their creativity for a chance to win free ride passes. It's not just about winning; it's about turning
everyday experiences into opportunities for exciting rewards.

Unlimited Ride Potential: The Ride Pass Giveaways open the door to unlimited rides,
providing users with the flexibility to explore their city without worrying about ride costs. It's
not just about transportation; it's about making every journey more convenient and accessible.

Online Presence and User Experience:

A robust online presence is the cornerstone of Glide's success. It's not just about having a
website and social media accounts; it's about creating a digital ecosystem that mirrors the
convenience, reliability, and innovation we offer in our transportation services.

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Key Elements of Online Presence:

User-Friendly App and Website: Glide's app and website serve as the primary touchpoints
for users. Ensuring a user-friendly interface, easy navigation, and a seamless booking process
are paramount. It's not just about providing a service; it's about creating an intuitive platform
that enhances the overall user experience.

Active Social Media Engagement: social media is not just a promotional tool; it's a dynamic
space where the Glide community connects, shares experiences, and stays updated on the latest
offerings. Regular posts, engaging content, and responsive customer service contribute to a
vibrant online community.

Consistent Branding: Consistency in branding across online platforms reinforces Glide's

identity. From the app icon to social media visuals, users should instantly recognize and
associate Glide with quality service, reliability, and innovation.

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