8/4/2018 Direct and Digital

Marketing

TERM REPORT:

Submitted by:
Yuhibullah Habeel
Syed Absar Burney
Syed Muhammed Kumail Raza Rizvi
 Direct and Digital Marketing 1

LETTER OF ACKNOWLEDGMENT

4th August 2018

We are grateful to God Almighty for giving us the ability to complete our Direct and Digital
Marketing term report on time.
Our group is also grateful to our course instructor SIR RAHEEL YOUSUF, who has immensely
helped us throughout the semester and the project. We, therefore, acknowledge his guidance,
support, and cooperation. We believe that without his help and guidance, we wouldn’t have
completed the report within the given time. He not only guided us but also because of his utter
dedication and interest in teaching us, made it possible for us to understand the basic and core
concept of writing report, which has helped us immensely.

Yours Sincerely,
Syed Absar Burney
Syed Muhammed Kumail Raza Rizvi
Yuhibullah Habeel
 Direct and Digital Marketing 2

LETTER OF TRANSMITTAL

4th August 2018

Mr. Raheel Yousuf

Course – Direct and Digital Marketing
Institute of Business Management (IOBM)
Karachi.

Respected SIR,

This is our Direct and Digital marketing term report on "Careem”; designing direct and digital
campaigns, as requested, it is being submitted to you on 04.08.2018.
We have introduced new campaign of direct and digital marketing on the service we have
chosen, we have launched these campaigns to be as real as they can be.

However, due to lack of experience and knowledge, if we hereby have failed to express
ourselves in any part of our direct and digital marketing term report, we are always here to
clarify your thoughts on the following part.

Yours Sincerely,

Syed Absar Burney

Syed Muhammed Kumail Raza Rizvi
Yuhibullah Habeel
 Direct and Digital Marketing 3

Contents
Introduction .................................................................................................................................................. 4
Product Line .................................................................................................................................................. 5
Objectives ..................................................................................................................................................... 6
S.W.O.T Analysis........................................................................................................................................... 7
Why Digital Marketing ................................................................................................................................. 7
Digital Statistics ............................................................................................................................................ 8
Segmentation ............................................................................................................................................... 9
Big Idea ....................................................................................................................................................... 10
Campaign Goals: ......................................................................................................................................... 10
Campaign Plans: ......................................................................................................................................... 11
Campaign Design: ....................................................................................................................................... 13
Digital Mediums ......................................................................................................................................... 13
Digital Tools: ............................................................................................................................................... 14
 Direct and Digital Marketing 4

Introduction
Careem is a transportation network company based in Dubai, with operations in over 100 cities
in 14 countries in the Middle East, North Africa, and South Asia. The company is valued at
around $1.2 billion as of 2017.
Mudassir Sheikha was fed up with the unreliable ground transportation in the Middle East. A
management consultant for McKinsey & Company, he often found himself traveling for
business purposes, but was frustrated with the challenges ranging from drivers not showing up,
not knowing how to get to the destination, and not being able to issue receipts that could be
invoiced.

To solve the problem, he partnered with fellow former-consultant Magnus Olsson, and
founded Careem in July of 2012. Careem was originally launched in Dubai as a B2B platform
that allowed professional services to pre-schedule reliable transportation for their staff. Over
time, the platform then expanded from just a web-based service to an Uber-like app that allows
both business and individual consumers alike to order private transportation on demand, and
then pay for it via credit card.

Careem has since expanded its operations to include over 12 cities across the Middle East,
including Abu Dhabi, Bahrain, Beirut, Dammam, Dhahran, Doha, Dubai, Jeddah, Karachi, Khobar
and Riyadh – totaling over 100,000 users. The company has been growing at a rate of 30% a
month and has raised 1.7 million dollars in a Series A round of funding from Saudi Telecom
Ventures. They are now in the process of closing a Series B round.

Careem’s services compete with local, conventional B2B transportation providers, as well as
with similar on-demand transportation apps like Uber or Lyft . However, a strong commitment
to service and the ability to tailor their services to the local market can help Careem maintain a
strong foothold in its own niche.

The company’s website demonstrates a strong commitment to dependable, quality service,

with promises like “If we are more than 5 minutes late, we will pay for your airport drop-off”
and “Drivers will be punctual and will know your locations”. They also target specific market
segments, like businesses and families with children – their Kids service that provides cars with
car seats included.

Careem clearly demonstrates the lesson that it is not always necessary to reinvent the
(steering) wheel, sometimes all it takes is adapting an existing idea to the needs of and tastes of
your community to dominate your local market.
 Direct and Digital Marketing 5

Product Line
Careem in Pakistan has 8 product categories which caters to its customer base. These
categories are: -
1. Careem Go: Affordable car ride option for daily use.

2. Careem Bike: Cheapest bike ride and good enough to counter daily traffic issues.

3. Careem GO+: A better car option than GO and in affordable rates.

4. Careem Business: Luxury cars with great service.

5. Careem Go Mini: The cheapest car option without A/C.

6. Careem Tezz: Rickshaw ride in affordable prices.

7. Careem to Hyderabad: Travel from Karachi to Hyderabad in careem’s car.

8. Careem Ambulance Service: Ambulance services for non-emergencies and transfers.

 Direct and Digital Marketing 6

Objectives
1. Customer Base: The main objective of the campaigns is to retain and increase the
existing customer base.
Strengths Weakness

 Massive Local Image.  Not enough drivers on

 More engagements via occasion.
sponsorships.  Complaint system
 First mover’s advantage. mismanagement.
 Better reputation for  Smaller company in size
drivers than Uber.
 Lot of focus on CSR
activities.
 Wallet/Credit Option.

Opportunities SO WO

 Carpooling in metropolitan
city.
 Carpooling with (S1, S3,
 Acquisition of competition.
S4, O1)  EID campaign with (W1,
 Delivery Services.
 Delivery transport with O1, O3)
 Expansion into mass public
(S1, S3, S5, O3, O5)
transit.
 Partnership with
government.

Threats ST WT

 Uber’s entry in the Pakistani

market.
 Protest by taxi unions.  Carpooling with (S1, S2,
 New tax legislation incoming. S3, S5, T1, T4)
 Threat of a new strong car
travelling brand in the
market for example Lyft.
 Direct and Digital Marketing 7

2. Increase footfall on application: Through digital and direct marketing campaigns

motivate and engage customers respectively to install Careem application and use the
service.
3. Customer Loyalty: Stronger positioning of the brand ideology to customers to have them
associate with it.
4. Corporate Social Responsibility CSR: The Campaign of Careem in collaboration with the
influencers and Shaukat Khanum Hospital will help promote the existing softer image of
the brand.

S.W.O.T Analysis

Why Digital Marketing

With the change and evolution of modern technologies, small and medium businesses are
doing everything they can to keep up, which can be said true for the rest of human society.
Brick-and-mortar businesses are either changing their business models to an online one, or
beefing up existing marketing efforts with digital marketing strategies – in an attempt to
capture a growing and very lucrative online marketplace. For it is the process of attracting
targeted audiences online that will spell the difference between a successfully thriving business
– and a failed one. Even if you receive tons of daily traffic to your website, they would not
amount to anything unless they convert to leads or sales. In the digital arena where business
and commerce are heading to, Digital Marketing tools and techniques provide business owners
the best chances for competition, survival and even business growth.

1. Levels the Online Playing Field

2. Is More Cost-Effective than Traditional Marketing
3. Delivers Conversion
4. Helps Generate Better Revenues
5. Facilitates Interaction with Targeted Audiences
6. Builds Brand Reputation
 Direct and Digital Marketing 8

7. Earns People’s Trust

8. Provides better ROI for Your Marketing Investments
9. Ensures Business Survival Online

Digital Statistics
 Direct and Digital Marketing 9

Segmentation

Geographic Demographics
 Location: Karachi, Lahore and  Gender: Male, Female.
Islamabad.  Age: 16 – 60.
 Density: Urban  Income: Mid-High Income.
 Education: High school
students,Under-graduate and Post
graduate students, Office going staff.


Psychographics
 Lifestyle: Middle class, Upper Middle
class and Upper Class.
Behavioral
 Usage Occasion: Regular occasion,
special occasion, festive occasion.
 Benefit sought: Availability, Quality,
 User Status: First time users, Regular
Users.
 Loyalty Status: loyal, switchers.
 Buyer readiness: Aware, Unaware,
Intention to use the service.
 Attitude to service: Price concious,
Quality concious, Availability
concious.
 Direct and Digital Marketing 10

Big Idea
“To provide an affordable and safe carpooling option to public.”
“To provide an affordable and easy animal transportation option to public.”
Car Pooling: This will be a line extension in the existing careem’s model. In this feature a new
tab will be introduced in the application with the name of carpooling. If the customer is going to
some place and doesn’t want to bear the complete expense of the trip he/she can choose this
feature. By choosing this feature the customer will get people from 1 kilometer of his/her area
who has selected to travel to the same area and have chosen the carpool option. The first
person who has chosen the option can either accept or reject the other person. But to avail this
feature there must be at least 2 customers or else it defeats the purpose of carpooling. Target
audience of this will be people who are going to the same location. Another feature will be for
people who go to same place every day like office goers and students. They can make a squad
of maximum four people, driver will pick them and drop them to their destination accordingly.
The rates will be equally divided in the accounts of the riders and they will have to pay
accordingly. The rates of going to a certain location will be fixed rather than vary according to
the current careem’s model.

EID UL AZHA: In this line extension we are specifically target the EID mandi fever. In EID UL
Azha huge crowd of people go to Mandi to purchase animals for the festival. But when they do
it is usually hard for them to get a proper transport even if they do get it the rates vary
drastically some drivers charge very high which can be expensive for the customer. In this new
service Careem will be introducing the Animal Transportation service. Here customers can
order our transportation service from careem’s application and our driver with a truck will be
there to cater to the customer needs. The rates will be set area wise. The service will last till the
early morning of the first day of EID UL Azha.
The second service will be of hide donation. After the animal sacrifice is done people tend to
donate hides because they have no use of it. Careem will use Suzuki Carries to transport these
hides to a charitable organization which is Shaukat Khanum. We will be collaborating with
Shaukat Khanum cancer hospital to donate the hides from the customers who choose to avail
this service.

Campaign Goals:
 To increase retention of the current customer base. The goal is by introducing these
new services through Careem we will be able to retain the preexisting customers as
these services are not being offered by other competitors in the market.
 To attract new customers. With new features being launched in these campaigns which
previously did not exist in the market our goal will be to make customers switch from
our competition to us.
 Direct and Digital Marketing 11

 Strengthen Careem’s brand image and positioning through CSR. With our Animal Hide
donation CSR campaign we wish to highlight that Careem cares about the society wishes
to play its part in improving it. As we will be collaborating with Shaukat Khanum Cancer
Hospital which treats cancer patients for very less or no amount of money with state of
the art facilities. This initiative will highlight how Careem gives back to the community
thus strengthen its brand images.
 Introduce new product service line. We are introducing line extension into Careem’s
existing services. These services are not provided by our rivals thus this will give us first
movers’ advantage and will allow us to cash in the opportunity.
 Increase customer loyalty. The purpose of the campaign will also be to increase the
customer loyalty to Careem. To increase Careem’s bonding with its customer base.

Campaign Plans:
We will be launching three campaigns of the new services that we are launching.
1. Carpooling Campaign: This campaign will solely be launched on digital platforms. The
consists of three parts: -
 Car studio: There are many talented people in Pakistan. In this campaign we will
placing a camera on the windscreen of the car. We will pick and choose some of the
drivers from our fleet who are talented enough for example like beat boxing skills,
singing, humor etc. When the driver picks the customer, the driver can then ask the
permission of the customer to showcase his/her talent, record the video about the
customer’s reaction to this act. Then that video can be posted on Careem’s
Facebook and Your tube’s page highlighting the talent of the driver. The customer
who allowed us to record the video gets 75% on his/her Careem ride.
 14th August campaign: This will be one day campaign on the Independence Day of
Pakistan. In this campaign the driver with the permission of the customer will ask
him or her 3 questions relating to the Independence Day. After winning the
customer must post a picture on Careem’s Facebook page and on Instagram with
hashtag #paki #careemQ&A. He/She gets a gift hamper right there and then.
2. EID UL AZHA Campaign: The EID campaign will consist of two parts. The first part of the
campaign will be of Animal Transport. The second campaign is of hide transportation to
Shaukat Khanum Hospital.
 Animal Transport Digital campaign: In this campaign we will first launch animated short
videos and pictures depicting a sacrificial animal on a truck and ready to be transported.
These videos and pictures will be posted 20 days before EID as to make customers
aware about this new service. These campaigns will be launched on Facebook
partnering up with dedicated Mandi pages like Sohrab Goth Mandi page. The idea will
 Direct and Digital Marketing 12

be to create an ease for the customer who can use Careem to transport the animals
from the Mandi to his/her home.
 Direct Marketing campaign: In our animal transport campaign we will be doing direct
marketing campaign consisting of experiential marketing. Careem will set their proper
mini outlet in Mandi. The idea is to have a bull riding competition known as “Rowdy
Rider”. In this competition participants will have to ride the artificial bull for a specific
amount of time and if they manage to hold on the bull for the time they will be awarded
with a promo code which they can avail once, it will ensure free transportation of their
animal. Because we are setting up a proper mini outlet, the outlet will have proper
internet service so people who do not use Careem will be assisted by Careem’s staff in
downloading the application and registering on it.
 EID CSR activity Digital Campaign: Although this is a CSR activity it is for a noble cause.
The emotion that we will be playing on is that your donation of a hide will help in
treatment of cancer patients and building up a hospital. In this campaign we will be
collaborating with a popular and well known singer and philanthropist Mr. Shahzad Roy.
Shahzad Roy will make a short video briefing the audience about the initiative and how
their donation can help treatment of patients and buildup of Shaukat Khanum Cancer
Hospital in different cities of Pakistan. The video will be posted on Facebook, Twitter,
YouTube, Instagram and Snap chat accounts of Careem. The hashtags that we will use
are #changemakers #giveback #4change.
 Direct and Digital Marketing 13

Campaign Design:
Our campaign design works on three platforms which are: HUB, HERO and Hygiene.

 Carpooling Campaign: This campaign falls in the category of Hygiene because in this
campaign we are targeting our core audience with the introduction of a new service.
The core target audience for us is students and office goers who go to the same location
everyday can make a squad and travel accordingly. SEO is very critical in this campaign
because the content will be launched frequently be it car studio videos or the 14 th
august Q&A session videos. SEO will help us in targeting our core audience organically
because it is a new service being launched so we need as much organic search and to
increase the awareness amongst customer about the start of this new service.
 EID UL AZHA Animal transport campaign: This campaign falls under the category of
HUB. In HUB category the company regularly pushes scheduled content for their prime
prospects. SEO is important but may not be critical. It is campaign done through direct
and digital marketing too. Careem will push the content about the transportation
service only for the EID timeline.
 CSR activity: This campaign falls under the hero category because in this we are
collaborating with very well-known celebrities and they are endorsing us through short
videos. This will be elite content as it is in a way celebrity endorsement although a CSR
activity.

Digital Mediums
The digital mediums used in our campaigns are: -

 Facebook
 YouTube
 Instagram
 Snapchat
 Twitter
 Direct and Digital Marketing 14

Digital Tools:
The digital tools used are SCM and SEO. The example of this can be seen below.

Another tool that we will be using us Adsense. We will be placing our ads on popular websites
like Facebook and daraz.pk. The example can be seen below:-
Direct and Digital Marketing 15