In our previous article, we learned in detail about the marketing strategy of the largest online payment platform, Paytm. In this article, we are going to elaborate on the marketing strategy of Shuttl, India.
Shuttl is an app-based office bus service that allows users to search for and book air-conditioned bus trips for travel throughout the city. The objective of this blog is to provide an extensive study on the marketing strategy of Shuttl – India’s largest bus aggregator platform.
Marketing is an integral aspect of a company’s DNA that may make or break its success. As more people go digital, so has marketing. If you’re interested in learning more about new-age digital marketing, IIDE’s Free MasterClass on Digital Marketing 101, taught by our CEO and Founder, Karan Shah, is a great place to start.
We will fully cover the marketing strategy of Shuttl in this blog. Before we begin our deep dive into the marketing strategy of Shuttl, let us start by learning about Shuttl’s story, target audience, and digital presence.
About Shuttl – Company Overview
Shuttl, India’s largest bus aggregator platform offers office workers a convenient and stress-free way to get to and from work. Shuttl’s services are offered through their mobile app, which is available on both the Google Play Store and the App Store. Shuttl is a space-efficient, safe, and cost-effective solution for urban India, that intends to ease the agony of travelling. Shuttl has proved the capacity to solve both congestion and pollution at the same time.
The company was founded by Amit Singh and Deepanshu Malviya in 2015 and is based in Gurgaon. The company began operations in Delhi-NCR. Shuttl has now expanded its services to cities across India, including Mumbai, Pune, Hyderabad, Kolkata, and Chennai. Thailand is Shuttl’s first overseas market. Shuttl extends its ESOP pool, amidst the pandemic.
Shuttl was honoured at the International Ashden Awards in London in June 2018 in the category of sustainable mobility. The firm received a Special Jury Award in the area of Road Safety Product and Solution at the FICCI Road Safety Awards in November 2017.
|Industry||Office & Public Transportation|
|Market Share/ Revenue||–|
|Vision||Solving The Pain Of Commute|
|Tagline||Your Journey Matters|
Marketing Strategy of Shuttl
Shuttl is a transportation industry startup that eases customers’ daily commute, the marketing strategy of Shuttl mainly comprises treating customers with care, advertising strategy, financial strategy, social media strategy, and good customer control, and prompt service.
Let us dive into the detailed marketing strategy of Shuttl.
Segmentation, Targeting, and Positioning
STP marketing strategy of Shuttl consists of the following factors –
Segmentation: Shuttl is a bus aggregator platform, its customers mainly compromise the working-class individual to make their commute to the workplace comfortable. As of now, Shuttl is available in metropolitan cities but they are planning to expand in other cities of India as well as abroad with Thailand to be the first overseas market.
Targeting: Shuttl is targeting the corporate world employees in metropolitan cities the customer base provides the company to earn notable profits and growth TeX prospects.
Positioning: Shuttl markets itself as the companion for a stress-free commute to work. Shuttl positions itself as a transportation company that offers an efficient and economical way of commuting while being low on carbon footprint.
The marketing strategy of Shuttl includes campaigns like
This campaign was carried out in Noida in the month of July 2019. Shuttl carried out a campaign wherein they gave people free limousine rides if they spotted them in Noida and posted the picture of it on social media and tagged them. Besides this Shuttl had a “wheel of fortune” spinning contest to give away different hampers, coupons & free Shuttl rides.
The campaign was a success as many people arrived and marketed the company on their social media expanding its reach.
Under this campaign, Shuttl shared the reviews of its customers on the company’s social media account expressing how they find its services safe & comfortable. The campaign resulted in creating a base for potential consumers to avail of their services.
This campaign was launched on the YouTube channel of Shuttl describing how helpful the daily commute by Shuttl can be for customers, this video was recorded and posted in different languages. Due to the element of personalization via adopting the language preference the campaign was considered to be a hit.
Shuttl – Enjoy #ShuttlTime #Sleep #Work – Delhi NCR (Hindi)
Social Media Marketing
The marketing strategy of Shuttl inculcates social media marketing as well because the company itself brands them with “tech meets travel”. The company is present on all social media platforms like Instagram, Facebook, Twitter, and Linkedin. The company also has its YouTube account wherein they share reviews of customers and ad campaigns.
Social Media Handle
Number Of Likes/Followers/Subscribers
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As you can see, the most active and followed account of Shuttl is on Facebook. The content of the company ranges from promotional to informational. In totality, Shuttl has a well-maintained account but the content posting is not frequent on many platforms which justifies the less reach resulting in less engagement on these platforms.
Shuttl being a service provider has to apply SEO strategies to capture the market and be in competition. As we can see that the website of Shuttl has only 358 organic keywords which clarify the poor strategy as the usage of organic keywords below 500 is bad.
While the organic monthly traffic of the site stands at 23,201 which is good just because of the service and customer care provided by Shuttl which makes its customers choose them over the competitors.
Lately, Shuttl is not doing influencer marketing but initially, Shuttl sponsored Delhi Daredevils (now known as Delhi Capitals) as an official travel partner of the cricket team in the year 2016. Shuttl also organized a concert in partnership with Wynk Music in 2020 with talented artists like Sachet and Parampara.
Shuttl has its website but the company prefers the use of its mobile application to avail of the services provided. When you log in to the website you can locate “tell us your route” in the header of the homepage which relocates the user to an ancillary page which is basically a demand survey form wherein the user is asked various questions related to their commute like the location of pick up & drop, the timing of arrival & departure with basic personal details.
The company should introduce e-commerce strategies on their website as many customers prefer websites over mobile apps for the first time they avail a service.
Shuttl has its app for both android and ios users. The app allows the customers to book their seats on buses according to the closest pick-up and drop area. The app also provides the customers with a Shuttl wallet to do payments and route the ride with a tracking option.
Content Marketing Strategies
Shuttl’s content marketing strategies are a mix of informational and promotional content. The company often posts about important days such as world earth day, world environment day, Car-free day, and how the services provided help towards conservation. The company also collaborates with various other brands and provides its customers with discount coupons to try out the products and services.
This ends our elaborative marketing strategy of Shuttl. Let us conclude our learning below from the marketing strategy of Shuttl.
What’s Unique in Shuttl’s Marketing?
Shuttl is a startup that breaks the cab reservation cliche by uniquely blending business and technology. Both of the founders have made it possible for folks who work in offices to save time and money. Booking a seat on a clean and safe bus is a better option than booking cabs on a regular basis.
While the business model and execution are top-notch, the company still falls behind due to the marketing strategies adopted. They have room to improve and adopt various methods with traditional methods of word of mouth, they should come up with innovative strategies to advance their marketing game as marketing is all about digitising nowadays. With the increasing importance of digital marketing, learning about the growing field is an important step. If you would like to learn more and develop skills, check out IIDE’s 4 Month Digital Marketing Course to learn more.
We hope this blog on the marketing strategy of Shuttl has given you a good insight into the company’s marketing strategies.
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