4 Ps of Marketing

The definition of marketing is "placing the right product in the right place, at the right time."

The marketing mix is a way of planning a competitive product offering and for understanding what the
product or service may offer. Price, Product, Promotion, and Place are the four P's of marketing, which
are most frequently used to implement the marketing mix.

Product

Airlift will be a stop-to-stop smart bus app-based solution offering a convenient and affordable to daily
commute. Users will be able to on board the bus from a stop close to their home and get off at another
stop that is close to their destination. Airlift will provide you with in app facilities of tracking rides,
complaints, and suggestions options as well on their app and provide free internet facility to passengers
on board.

Price

Airlift to initially start off with flat introductory price of PKR. 50 offering referral bonuses and
promotional offers and collaboration with famous local brands to encourage users to sign up and use
the service. Later to introduce distance-based charging on their rides, ensuring the rides are charged are
very less as compared to other available ride hailing options in the region.

Promotion

Some of the most effective strategies utilized by Airlift to attract customers include free rides,
discounted rides, and referral bonuses. Airlift to capitalizing on social media such as Facebook, Twitter
etc. and also branding of Airlift on multiple bus stands to spread the brand awareness and attracting
more customers. Working for the social causes by collaborating with NGOs working for the social cause
as TCF, WWF etc. is also one of the ways to increase the brand penetration.

Placement

Airlift to kick started its pilot prelaunch project in Lahore and Karachi, and later expanding this to
Rawalpindi, Multan, Faisalabad and Peshawar.