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    Wonder Pedicabs: A Product by When in India'

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    ritesh singh
    Wonder Pedicabs is a tourism product launched by When in India to provide leisure rickshaw rides through Old Delhi. The rickshaws were modified for comfort and safety and are pulled by well-trained drivers. This enables tourists to conveniently experience Old Delhi's culture and attractions on organized tours. However, operating in Chandni Chowk posed challenges like resistance from male-dominated locals and identifying parking. The product aims to familiarize people with Delhi's heritage through a unique experience but faced issues attracting domestic tourists and discouraging foreign visitors to Old Delhi. A superior brand launch could have involved defining the brand voice, building an engaging story and community, and partnering with influencers and tourism authorities for awareness.

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    Wonder Pedicabs: A Product by When in India'

    Uploaded by

    ritesh singh
    86 views8 pages
    Wonder Pedicabs is a tourism product launched by When in India to provide leisure rickshaw rides through Old Delhi. The rickshaws were modified for comfort and safety and are pulled by well-trained drivers. This enables tourists to conveniently experience Old Delhi's culture and attractions on organized tours. However, operating in Chandni Chowk posed challenges like resistance from male-dominated locals and identifying parking. The product aims to familiarize people with Delhi's heritage through a unique experience but faced issues attracting domestic tourists and discouraging foreign visitors to Old Delhi. A superior brand launch could have involved defining the brand voice, building an engaging story and community, and partnering with influencers and tourism authorities for awareness.

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    Wonder Pedicabs is a tourism product launched by When in India to provide leisure rickshaw rides through Old Delhi. The rickshaws were modified for comfort and safety and are pulled by well-trained drivers. This enables tourists to conveniently experience Old Delhi's culture and attractions on organized tours. However, operating in Chandni Chowk posed challenges like resistance from male-dominated locals and identifying parking. The product aims to familiarize people with Delhi's heritage through a unique experience but faced issues attracting domestic tourists and discouraging foreign visitors to Old Delhi. A superior brand launch could have involved defining the brand voice, building an engaging story and community, and partnering with influencers and tourism authorities for awareness.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    86 views8 pages

    Wonder Pedicabs: A Product by When in India'

    Uploaded by

    ritesh singh
    Wonder Pedicabs is a tourism product launched by When in India to provide leisure rickshaw rides through Old Delhi. The rickshaws were modified for comfort and safety and are pulled by well-trained drivers. This enables tourists to conveniently experience Old Delhi's culture and attractions on organized tours. However, operating in Chandni Chowk posed challenges like resistance from male-dominated locals and identifying parking. The product aims to familiarize people with Delhi's heritage through a unique experience but faced issues attracting domestic tourists and discouraging foreign visitors to Old Delhi. A superior brand launch could have involved defining the brand voice, building an engaging story and community, and partnering with influencers and tourism authorities for awareness.

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    © All Rights Reserved
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    Wonder Pedicabs

    A product by ‘When in India’


    http://www.wheninindia.com/events
    Case Introduction

    When in India- Wonder Pedicabs- Leisure


    Challenges faced
    Overview rickshaw rides
    • A creative venture initiated by two • Tourism product of ‘When in India’ • Chandni Chowk, being a male-
    young Delhi girls, Ritu and Taruna dominated area, made operations
    • Enables a leisure rickshaw ride through difficult
    • Offer a tour which is unique and the old Delhi lanes and covers major
    help visitors discover the real attractions • Uneducated rickshaw pullers resisted
    culture of Delhi working under a woman
    • The designs were modified under the
    • The company was initiated in the guidance of MCD • Obtaining relevant licenses from MCD
    year 2011 and meeting pre-requisites of the local
    • Mechanically sound and attractive police
    • Targets niche customers segment
    of Heritage tourism, catering to • More comfortable and safe while being • Adequate garage space for parking had
    foreign and domestic tourists tourist friendly and convenient to be identified
    • Offers private and customized • Rickshaw drivers were well trained to • Hotels discouraged foreign visitors
    tours to India’s most popular be properly uniformed and well- from going to Old Delhi for roads being
    travel circuit- The Golden Triangle groomed filthy and surrounded by beggars
    • Tie ups with the most luxurious • Recognized by Outlook Traveler as “50 • Domestic tourist were not aware of
    hotels of Delhi trips you’ve never taken” the tour company and product offered
    Brand Program- Key Questions
    Ques.1 What are the customer’s missing?
    Narrow roads makes sight seeing
    Rickshaws helps tourist with the
    difficult & rickshaws are perfect mode of proximity to the cultural heritage
    transport
     Small Group Size and individualized  Extensive route - difficult to cover on
    attention is missed foot

    Ques.2 What is brand vision of product category?


    Customized for comfort, convenience &
    Experience organized tour of Old Delhi
    safety
     Uninterrupted sight seeing Experience the warmth, hospitality,
    unique rituals and beliefs

    Ques.3 What does brand want to change in people’s lives?


    Familiarizing people with heritage which Help visitors discover the real Delhi that
    would be exciting & satiating one can’t find in the guide books
    Enables rickshaw pullers to enjoy Provide an unforgettable experience of
    secured & respectful employment the country and its charms
    Key Questions- Continued
    Ques.4 What will the brand not compromise on?
    Quality of customized authentic
     Individualized Attention experience
    Uniformed and educated rickshaw Brochures and Audio Aids for history of
    pullers sites

    Ques.5 What are the brand unique capabilities?


    Good View- Transparent Roof
    Collapsible  Porters are well groomed and uniformed
    Very Attractive designs- Bright & Colorful
    Convenient –  Bottle and Camera Holder with branding and comfortable
    cushioned seats that are spacious

    Ques.6 What product and service categories will brand operate in?
    Travel & Tourism Organized Tours
    Wonder Pedicabs- A brand launch or product launch?
    Pedicabs is a brand launch initiated by “When in India”. This is considered to be a brand launch for the following reasons-

    • There are several rickshaw service provider in India whereas Wonder Pedicab provides feature loaded rickshaw
    services.

    • Differentiates itself through comfortable, cushioned seats and spacious while being cautious towards safety with
    improved breaks , seat belts, holding bars and first aid kit.
    SWOT Analysis

    Strength Weakness Opportunity Threats

    • Rising competition
    • Premium pricing,
    • Organized and • Venture can target • Hotels discouraging
    hence does not
    specialized tours and curate packages foreign visits from
    attract domestic
    • Specially designed for middle income going to Old Delhi
    travelers
    rickshaws class • Less insurance
    • Uncomfortable for
    • Educated and • Expand services to assistance for
    higher age group
    trained rickshaw PAN India covering pedicabs
    because of narrow
    pullers and guides historical sites • Introduction of E-
    and bumpy streets
    Rickshaw’s
    What could have been done to make it a
    superior brand launch?
    • Outline the key qualities and benefit that the brand has got to offer in the
    direction that forms a friendly service oriented brand voice before the launch

    • Build a brand story and messaging giving answers to-

    1. Who you are 2. What you offer 3. Why people should care

    • Opt for social media marketing by curating relevant content, SEO,


    engagement and community building, paid advertising, etc.

    • Reach out to influencers and give promotional discounts while aiming to


    increase customer segmentation

    • Build a logo and tagline for the brand

    • Try connecting with Tourism Ministry to get featured on their social page and
    create awareness
    Thank You
    Group 01
    - Dhriti Bose (Pgsf1913)
    - Nandini Kumari (Pgsf1922)
    - Pratikshit Srivastava (Pgsf1925)
    - Rahul Rai (Pgsf1928)
    - Ritesh Kumar Singh (Pgsf1929)
    - Tanvi Agarawal (Pgsf1948)

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