1 cặp: 1 người Student A, 1 người Student B

Tâm, Tuyền

Student A (Ally’s ideas) - TÂM

1. Go upmarket (limos, business-only, ladies-only cars?)
- Suggestion: Target specific customer groups such as business executives, luxury
tourists, or VIP events. Women-only cars could attract female passengers who value
safety and comfort.
- Comment: Requires investment in a higher-quality fleet (not old cars). Could start
small through partnerships with hotels, companies, or embassies instead of buying a
whole new fleet immediately.
- Answer: Feasible, as long as it is supported by strong branding and premium
service standards.

2. Direct mail?
- Suggestion: Replace or complement it with digital marketing: personalized emails,
in-app notifications, or LinkedIn ads. Another option is to cooperate with HR
departments of companies to send offers directly to employees.

3. Change name, logo, profile?

- Suggestion: Rebranding is advisable. A modern name and new logo would make
Presnya Taxi look more professional and appealing.
- Comment: However, the new image must go hand in hand with improved service
quality; otherwise, it will only be superficial.

4. Clearer promises to customers – what?

- Suggestion: Commitments to reliability (on time), safety (trained drivers, full
insurance), and comfort (clean, new cars).
- Example slogan: “Presnya Taxi – Always on time, always safe.”

5. Think laterally (motorbike taxis)?

- Suggestion: Could partly solve traffic congestion in Moscow. Provide helmets, GPS,
and raincoats.
- Comment: Creative idea but risky. Cold weather and safety concerns might
discourage customers. Could be limited to summer months.

6. Partner businesses?
- Suggestion: Definitely worthwhile. Collaborate with airlines, hotels, sports clubs,
restaurants.
- Example: “Airport taxi + hotel package.”
- Answer: Cuts marketing costs while providing a steady flow of customers.

7. Website?
-Suggestion: Absolutely essential. Should include: online booking, price estimation,
live vehicle tracking. Later, this can develop into a mobile app.

Student B (Andrey’s ideas) - TUYỀN

1. Make current “We do better” strategy visible – how?

- Suggestion: Use social media, posters at airports/train stations, and consistent
branding across taxis and driver uniforms.
- Answer: Builds trust and recognition. The company could also highlight its
 “long tradition since the 1960s” to boost credibility.

2. Organize events – what?

- Suggestion: Sponsor cultural festivals, concerts, or running events to show
community involvement.
- Answer: Sponsoring a basketball team is very effective – it connects with
young people and gains media visibility.

3. Use the Internet for service/experience?

- Suggestion: Develop an online booking system, mobile app, and loyalty
points program. Add live chat support for international customers.
- Comment: This is crucial to compete with minivans and international apps
like Uber or Yandex.

4. Advertising – where, when, what?

- Suggestion: Focus on airports, hotels, metro stations. Advertising message:
“Safe – Reliable – Transparent pricing.”
- Answer: Online ads targeting business travelers are also highly suitable.

5. Go downmarket (cut costs, salaries, service, prices)?

- Comment: Very risky – could damage the brand and lower service quality.
Better to differentiate through trust and service, not just lower prices.
- Alternative: Develop a tiered service: budget taxis for ordinary customers,
limousines for high-end clients.

6. Develop a new image + company values – what?

- Suggestion: Emphasize values such as reliability, safety, modernity, and
Russian-style hospitality.
- Example motto: “Presnya Taxi – The ride Moscow trusts.”

Student A: P.Anh, Student B: Phúc

Student A (Ally’s ideas)

1. Go upmarket, e.g. limos, business only or ladies-only cars?
- Comment: This is a good idea for a niche market.
- Suggestion: it could add the idea of offering specialized services
- Answer: it can bring safe and comfortable feelings for these groups, like in-car
WiFi for business clients or special security measures for ladies only cars
2. Could we use direct mail?
- Direct mail is traditional but can be costly and less effective today
- Suggestion: Replace with targeted digital ads, email campaigns, and app
notifications
3. Change name, logo, etc. to something more in line with target customer
profile?
- Comment: Rebranding could refresh the company’s image and attract the right
audience
- Suggestion: Using a new name that sounds professional or luxurious, the new
logo could be sleek and simple.
4. Make clearer, more targeted promise to customers – what?
 - Suggestion: Slogans like ‘’Always on time, always safe’’ or ‘’Your first-class
ride in the city.’’
- Answer: the promise could be: Punctual, Professional, Prestigious.
5. Taxi motorbikes with passenger seat, helmet, etc.
- suggestion: Provide insurance, trained drivers, and high-quality helmets.
- answer: could introduce motorbike taxis for faster rides, but only with strong
safety measures. Could offer a range of vehicles, from standard taxis to
motorbikes and luxury limos, to appeal to a wider range of customers.
6. Can we find a partner business to share resources and costs?
- suggestion: Work with hotels, restaurants, airlines, corporate offices, and event
venues
- answer: can gain loyal clients and shrink the costs.
7. Should we have a website?
- suggestion: Add online booking, fare calculator, reviews, and later develop a
mobile app with cashless payments and loyalty rewards.
- answer: a website is necessary to attract modern customers and make booking
easier

Student B (Andrey’s ideas)

1. Make “We do better” visible - how?

- Suggestion: Use social media, posters in airports and train stations, branded
cars/uniforms.
- Answer: Increases trust and recall. You can also emphasize the “since the
1960s” heritage to boost credibility.

2. Organize events - what?

- Suggestion: Sponsorship of local cultural events, concerts, or marathons to
show community involvement.
- Answer: Basketball team sponsorship works well to help reach youth and gain
media exposure.

3. Use the Internet for service/experience?

- Suggestion: Online booking, mobile app, loyalty points; chat support for
international visitors.
- Answer: Frictionless for tourists and finance teams; raises pre-bookings.

4. Advertising - where, when, what?

- Suggestion: Focus on airports, hotels, metro stations; message “safe - reliable -
fixed price.”
- Answer: Try online ads targeting business travelers.

5. Go downmarket (cut costs/prices)?

- Suggestion: High risk could harm brand and quality. Differentiate via
reliability & service, not just price.
- Answer: Tiered offering: budget taxis for mass market, limousines for premium
clients.

6. Develop a new image + company values - what?

 - Suggestion: Core values: Reliability, Safety, Transparency, Modernity, Russian
hospitality; calm bilingual tone; clean, legible visuals.
- Example motto: “Presnya Taxi - Right car. Right time”

Student A: Thùy Dương, Student B: Quỳnh Như

Student A (Ally’s ideas)

1. Go upmarket (limos, business-only, ladies-only cars?)

Suggestion: Target niche markets such as corporate clients, VIP events, and
luxury tourists. Ladies-only cars could attract female travelers who value safety
and comfort.
Comment: Requires investment in modern vehicles (not outdated ones). Could
begin with small-scale pilots through partnerships with hotels, embassies, or
companies instead of buying a whole fleet.
Answer: Feasible, but only if backed by strong branding and premium service
standards.

2. Direct mail?
Suggestion: Replace or supplement with digital marketing: personalized
emails, LinkedIn ads, or app notifications. Partner with corporate HR
departments to distribute offers to employees.

3. Change name, logo, profile?

Suggestion: Rebranding is recommended. A fresh, modern name and logo
would reposition Presnya Taxi as more professional and attractive.
Comment: Must be linked with genuine service upgrades, otherwise it risks
being just cosmetic.

4. Clearer promises to customers: what?

Suggestion: Focus on reliability (on time), safety (trained drivers, insured), and
comfort (clean, modern cars).
Example slogan: “Presnya Taxi – On time, every time.”

5. Think laterally (motorbike taxis)?

Suggestion: Could ease Moscow traffic problems. Provide helmets, GPS,
weather protection.
Comment: Innovative but risky—climate and safety may limit acceptance.
Perhaps a seasonal option in summer.

6. Partner businesses?
Suggestion: Yes, work with airlines, hotels, football clubs, restaurants.
Example: “Airport + hotel taxi package.”
Answer: Would reduce marketing costs and ensure a stable flow of clients.
 7. Website?
Suggestion: Essential. Should include online booking, fare calculator, and live
tracking. Later, expand to a mobile app.

Student B (Andrey’s ideas)

1. Make current “We do better” strategy visible: how?

Suggestion: Use social media, posters in airports and train stations, branded
cars/uniforms.
Answer: Improves trust and recognition. Could also highlight Presnya’s long
history (since 1960s) as a mark of credibility.

2. Organize events: what?

Suggestion: Sponsor concerts, marathons, or cultural festivals to show
community involvement.
Answer: Sponsoring a basketball team is good, it connects with young people
and gains media coverage.

3. Use the Internet for service/experience?

Suggestion: Develop online booking and a mobile app with real-time tracking,
loyalty rewards, and chat support for foreign visitors.
Comment: Critical for competing with minivans and global ride-hailing apps
like Uber or Yandex.

4. Advertising: where, when, what?

Suggestion: Focus on airports, hotels, and metro stations. Promote “safe,
reliable, fixed price” messaging.
Answer: Online ads targeted at business travelers would also be effective.

5. Go downmarket (cut costs, salaries, service, prices)?

Comment: Risky: could harm brand and reduce quality. Better to differentiate
on reliability rather than price.
Alternative: Offer tiered services: budget taxis for everyday use and premium
limos for high-end clients.

6. Develop a new image and company values: what?

Suggestion: Emphasize trust, safety, modernity, and Russian hospitality.
Example motto: “Presnya Taxi – Moscow’s trusted ride.”

Student A: Quỳnh Anh, Student B: Thảo Như

Student A (Ally’s ideas)

1. Go upmarket (limos, business-only, ladies-only cars?)

o Suggestion: Target niche segments such as corporate clients, luxury
tourists, or VIP events. Ladies-only cars could attract female
travelers who value safety and comfort.
 o Comment: Needs investment in better vehicles (not old Ladas).
Could start small with partnerships (e.g., hotels, embassies) instead
of buying a fleet immediately.
o Answer: Feasible, but requires strong branding and premium service
standards.
2. Direct mail?
o Suggestion: Use personalized email marketing or app notifications
instead of just physical mail. Partner with corporate HR departments
to distribute offers to staff.
3. Change name, logo, profile?
o Suggestion: Yes, a rebranding could help-current image = old-
fashioned. New modern name + fresh logo will reposition Presnya
Taxi.
o Comment: But must match improved service quality, not just
cosmetic changes.
4. Make clearer promises to customers-what?
o Suggestion: Reliability (on-time), Safety (trained drivers), and
Comfort (cleaner, newer vehicles).
o Example slogan: “Presnya Taxi – On time, every time.”
5. Think laterally (taxi motorbikes)?
o Suggestion: Could work in Moscow traffic if safety issues are solved.
Equip with helmets, rain covers, GPS.
o Comment: Innovative but risky; Russians may hesitate due to cold
weather. Maybe a summer-only option.
6. Partner businesses?
o Suggestion: Yes, airlines, hotels, football clubs. Example: “Airport +
hotel taxi package.”
o Answer: This could reduce marketing costs and attract stable
customers.
7. Website?
o Suggestion: Essential. Add online booking, fare calculator, live
tracking. Could later expand to mobile apps.

Student B (Andrey’s ideas)

1. Make current ‘we do better’ strategy visible-how?

o Suggestion: Use social media, posters in airports/train stations, and
branded uniforms.
o Answer: Visibility = trust + recognition. Could also highlight “long
history since the 1960s” as credibility.
2. Organize events-what?
o Suggestion: Sponsorship of local cultural events, concerts, or
marathons to show community involvement.
o Answer: Basketball team sponsorship is good-connects with youth +
media exposure.
3. Use the Internet for service/experience?
 o Suggestion: Online booking, mobile app, loyalty program. Chat
support for foreign visitors.
o Comment: Critical for competing with minivans and modern ride-
hailing apps.
4. Advertising-where, when, what?
o Suggestion: Focus on airports, hotels, metro stations. Ads should
stress “safe, reliable, fixed price.”
o Answer: Could also try online ads targeted at business travelers.

4. Go downmarket (cut costs, salaries, service, prices)?

o Comment: Dangerous-might damage brand and service quality.
Better to compete on reliability, not just price.
o Alternative: Tiered service (budget taxis vs. premium limos).
5. Develop a new image + company values-what?
o Suggestion: Values = trust, safety, modernity, Russian hospitality.
o Example motto: “Presnya Taxi – Moscow’s trusted ride.”