Ali Abdullah

M.Faizan
Aizaz Latif

Iqra Arshad (GL)

BSBA-IV (A)

Ammar Khalid

28 February 2013

Daewoo
Holistic marketing in Daewoo:We have chosen the product DAEWOO and we will cover all terms of
holistic marketing.

Integrated market:In integrated market Daewoo has covered all aspects of marketing as
product & services & proper channels & communications.
Product/serv
ices

Express bus service, city bus service, cargo

service.

Price

They are using Penetration method for

pricing.
RWL-MLN Rs.1400/-, RWL-KARACHI Rs.5000/It has 30 destinations throughout Pakistan as
Multan, Sakhar, Abottabad, D I khan, D G khan,
Haripur, Kohat, Peshawar, Bahawalpur, Bakkar,
Chiniot etc

Ali Abdullah
M.Faizan
Aizaz Latif

Ammar Khalid

Iqra Arshad (GL)

BSBA-IV (A)

28 February 2013

Placement
Promotion

People

Process

Physical
evidence

Word of mouth is so strong & they had agreement

with GEO TV but they can play ad only in the Daewoo
& Mehreen Raheel is promoting it.
Their employs are well trained & they only can come
into their uniform.
Process is that we can do advance booking & 2days is
the limit to purchase ticket. Before 10 minutes
booking is cancelled. If Daewoo is 2 or 3 hours late
then they will give back money to passengers.
Their own terminals are present .They will not stop
at any other terminal. Proper announcements are

Internal marketing:Daewoo bus service has very strong and well organized internal marketing.
They have well organized system in the organization. Their departments
interlinking is very good. Relationship and coordination within the
organization is appreciable. All departments support other department and
work as a whole unit.
First of all their HR department develop a job. After this the marketing
department advertises it through different channel. Finance department
release budget of the marketing expenses. Then HR department hire
employee after testing and interviewing him. Then the new employee is send
to operation department where he/she can get training of the work which
he/she has to perform.
Their Internal marketing is so strong that if during route any bus system is
breakdown there is always a bus on a standby and most importantly if so
happens the driver and the bus staff is always willingly ready to help their
colleague which is a very positive thing of this service and help people to
enjoy their ride joyfully.

Relationship
marketing

Ali Abdullah
M.Faizan
Aizaz Latif

Ammar Khalid

Iqra Arshad (GL)

BSBA-IV (A)

28 February 2013

Channels

Customer
s

Channels:Place represents the location where a product can be purchased. It is often

referred to as the distribution channel. Moreover Daewoo express provide the
transportation services almost all over the Pakistan as Multan, bakkar, abbot
bad, Lahore, Peshawar, Karachi etc. Tickets are available to Daewoo outlet
where they provide you more information about rout & it is not provided on
any other store.
They also provide online services for reservation of tickets through their
website http://www.daewoo.com.pk. You can reserve four seats at one time.

Customers:Relationship with customer means simply keeping customers and not losing
them to competitors. Daewoo realize that it's far more expensive to find new
customers than keep existing ones, and so put sufficient investment
into looking after and growing existing accounts. Now I would discuss those
tactics due to which customers are retained to Daewoo Express. Time
Departure, Safety, Refreshment, Entertainment, Non-stop, Comfortable
journey, advance booking etc.

Performance marketing:Daewoo is Pakistan renowned company. For the past 14 year it is satisfying
customer needs efficiently. Customer satisfaction is increasing day by day
and their customer is also increasing day by day. It is making a huge amount
of profit from customers and their response from customers is so good that
one could easily believe that its financial position is very good.

Social welfare:

They did not allow smoking in their buses which protect environment.

They are also supporting female employment.

Ali Abdullah
M.Faizan
Aizaz Latif

Ammar Khalid

Iqra Arshad (GL)

BSBA-IV (A)

28 February 2013

They donated 3 trucks carrying relief goods worth 10 million for the
flood victims.

Every employee of the company has voluntarily announced to

contribute and donate their one day salary for this the flood victims.
Brand equity:-

Daewoo has high brand equity. Customer satisfaction is more than any
transport company. Customer loyalty is increasing. They provide what
customer wants and demands.
Even though the services of Daewoo Pakistan Express Bus Service are
costly, people still prefer to travel by this service because of their
efficient services at the stations as well as during the journey, proper
timing schedules. Especially, the business class definitely prefers their
services to save their precious time. This is due to that they provide
what they promise.
Environment:
Daewoo express service takes care of their buses and maintained their
buses quality. They repair their buses in time. Their buses are smoke
free. When you see Daewoo buses on road unlike all buses they never
emit smoke. Daewoo mission is to have clean and pollution free
environment. And they have done well in this department as well

Value positioning
Daewoo has very good services for their customers it is using different
strategies of marketing for their services. First of all they had targeted
their audience. They created value for customers and promise to fulfil that
value. In this case value is the bus & services according to the standard of
people. It is targeting upper & middle uppers & middle as well.

Provide the value

In this, they designed the products features and price and distribution
channels. This service is almost present all over the Pakistan except
Baluchistan but their future project is to send it to Quetta & other areas of

Ali Abdullah
M.Faizan
Aizaz Latif

Ammar Khalid

Iqra Arshad (GL)

BSBA-IV (A)

28 February 2013

Baluchistan. In pricing they are using penetration as their rates were low
and now they are becoming higher & higher.
Daewoo
Rana Jahanzeb
RWL-MLN Rs-1400/MLN Rs-800/-

RWL-

But their service is amazing as keeping in mind the upper class.

Communicate the value

Daewoo uses the cable TV and billboards only when it starts its operations
in new cities or when it launches a new route. Word of mouth is so strong.
It has an agreement with GEO TV. And with Coca Cola Company it also
has an agreement.