Table of content

Overview of the destination 1

Competitive analysis 2
Campaign theme and source 3
Target Market 4
Objectives 5
Creative Brief 5
Promotional Tools 8
Budget and media 9
Conclusion 10
Reference 11
 Overview of the destination
It is seen that everyday loads of products are delivered throughout the country
using various vehicles. At times, it becomes a burden when we cannot find safe and
proper vehicles to transport heavy goods. And thus, an app called ‘’Truck Lagbe’’ was
introduced promising for an instant solution of such problems with logistics in business.
This app aims to develop a connection between the receiver of the service and the truck
owner or the agency- certifying the safe delivery of the goods to their proper destination.

Truck Lagbe was founded in the year 2016 on 1st June by Mr.Anayet Rashid-
who is also the CEO of the company and Mr.Meer Hossain Ekram (COO) are the key
developers of the app. The app Truck Lagbe promises that one can hire a truck at any
time by setting their desired location of products’ delivery. Till today’s date the app has
two parts: one is for truck owners and the other is for shippers. The part for the truck
owner allows the truck to be registered under the app and the business owners are
provided with free GPS to track their products till they are delivered.

The idea of developing this suddenly clicked Mr.Anayet Rashid while he was
handling his own business when it came to delivery. He noticed a significant gap in the
expenses between his goods delivered by his own transport and those of transport
agencies. He contacted local ports to look at the end of it- while doing it the idea of
connecting truck owners to the customers through the online portal hit him. He shared
this idea with his friend and contacted the truck agencies who seemed to be highly
interested.

Initially, Truck Lagbe faced some difficulties as they had limited source of
revenue and thus they faced financial crisis. Once the project grew, it was funded by
seven more partners. It is seen that bKash and Robi have extended their hands to work
as the tracking service partner and financial partner. Currently, Truck Lagbe is funded by
five investors: The Aria Group, Interplay, Betatron, Mount Parker and RC. Other details
are elaborated in the entire report. (Ahmed Fahad, YouTube 2023).

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 Competitive analysis
TruckLagbe is a one of the leading logistics companies in the transportation and
supply chain industry in Bangladesh. TruckLagbe might be one of the leading
companies when it comes to needing a truck for transportation of goods from one place
to another- it has some competition with the brands that fall under the same agenda as
well as satisfying customers’ needs and expectations. And for such a reason, to assess
its competitive position: we conducted a competitive analysis by examining key
competitors including both direct and indirect competitors.
First, let us brief about the direct competitors who are working in the same market
with the same agenda. Some of the direct competitors of TruckLagbe are:

● Loop Freight: It is one of the largest logistics companies in Bangladesh that

shares the same agenda as TruckLagbe. Loop Freight aims to transform the
conventional trucking market into a tech driven marketplace.

● Digi Truck Bangladesh: Digi Truck Bangladesh endeavors to improve the

quality of life for countless people by reshuffling the shipment process and
integrating a range of modern technological tools.

● Ship and carry: It is an app based marketplace where it allows truck owners
to choose their desired load of goods to carry. (n.b, 2020)

Secondly ,let us brief about the indirect competitors which illustrates that a
business that gives away different goods and services targets the same clients’ needs
as TruckLagbe. Like traditional offline logistics in Bangladesh pose indirect competition.
Also, companies like Goin and Chaldal offer logistics and delivery services that may
overlap with TruckLagbe offerings.

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TruckLagbe has some competitive advantages. Such as:

● The app is much friendlier where trucks can be booked within fingertips.

● The bookings that are made through them are instant.

● The tracking section provides real time when it comes to tracking the truck.

● TruckLagbe offers many logistics and transportation services like mini

trucks, large trucks and cargos as well.

● TruckLagbe has good customer support and service. (n.d.).

Campaign theme and source

The world is evolving every day and so is Bangladesh. If we look back and take a
look at the glimpses of early 80s even in 90s- the fact of being an entrepreneur was like
finding few fish in an ocean. Since then, the number of entrepreneurs have increased
at a drastic rate- but if we look at it carefully, the majority of the entrepreneurs that are
considered successful have access to few logistic services that may come in handy at
any moment. But, we do believe problems do not arise by addressing a sign rather it
arrives out of the blue when we are least expecting it. There are a lot of entrepreneurs
around who do not have access to a lot of things when they need the most, like
problems with logistics. By doing a little research, we came to know that the majority of
the entrepreneurs faced problems with logistics- when they needed their products in a
specific time they could not get it delivered due to problems with their agents being
occupied. We gathered the knowledge and implemented this on an advertisement that
we made. Where we have featured a female entrepreneur receives a call from her
agent who says that her products cannot be shipped out to her for the next five days
because all of her delivery agents are preoccupied. As a result she is tense regarding
her business- at that very moment someone notices and gives her a suggestion which
is introducing her to an app called TruckLagbe ; where she can get herself a truck just
by calling through the app in seconds which makes her life quite easy. We have also
came up with a slogan according to the advertisement which is –

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 ‘’এইভাবেই আমরা থাকতে চাই প্রতিটি উদ্যোক্তার পাশে পণ্য পরিবহন এর যেকোনো প্রয়োজনে সাথে আছে
TRUCKLAGBE’’

This slogan states that it does not matter how tough the situation arrives for the
entrepreneurs when it comes to logistics- TruckLagbe will be by their side under any
circumstances at any hour of the day. We plan on making the source of this
advertisement media based especially in social media- as people are more inclined to
social media nowadays, people can easily find out about TruckLagbe easily and can
take their services at any moment.

Target Market
A target market is a segment of a potentially lucrative market that a business
chooses to focus its marketing efforts and financial resources on. Our target audience
is diverse in terms of age, gender, social standing, and line of work.

Demographic segmentation-

Age: 18 to 70 years old.

Gender: Any.

Occupation: Student entrepreneurs , businessman.

Social class: middle class, higher middle class, higher class.

Psychographic/ Behavioral-

Personality: Mainstream

Lifestyle: Basic & Modern

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 Benefits Sought of the Target Audience-

Truck Lagbe helps young entrepreneurs who are less streetwise and logistically
challenged by providing logistical support by transporting cargo from any location inside
the nation's borders.

Objectives
This campaign's primary goals are sales-related. The ad is primarily directed
towards young entrepreneurs who may be occupied with other activities, such as
studying for exams, or logistically challenged. These people might benefit from knowing
where and how to locate trucks more conveniently, which is where Truck Lagbe can
help. The goal of our campaign is to demonstrate to potential customers that Truck
Lagbe are easy to use thus attracting more young people and making them potential
consumers of Truck Lagbe.

Creative Brief
USP- Unique selling proposition-

Track Lagbe has incorporated 3 elements in their USP to bring out the uniqueness of
their company.

● Benefit: Track Lagbe is specially designed to provide services to the infant

entrepreneur at an affordable rate.

● Unique: Track Lagbe provides verified trucks at any size entrepreneur wants
along with skilled technicians.

● Potent: People do not have to search for tracks as they can get that whenever
they want through the mobile app. All they need to do is put the necessary
information on the app and Track Lagbe will cater the service according to the
needs.

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 Positioning-

Track Lagbe is the first company to target Bangladeshi entrepreneurs with logistic
benefit. It is very difficult to obtain good logistic advantages, but Track Lagbe has
successfully engineered a smart solution to penetrate the market. With few clicks,
entrepreneurs can now get their required track anywhere and everywhere. Besides,
Track Lagbe made sure to charge affordable prices so that anyone from any income
level can use their services.

Usage appeal and rationale

Advertising appeal: As Track Lagbe is a startup business, the appeal is going to incline
more on informational focusing on the practical and functional features of the service.

Feature Appeal: Track Lagbe has highlighted their key features:

● Secured delivery

● Move anytime and anywhere

● Fastest truck hiring

Favorable price appeal: Track Lagbe is famous for getting the best fare in the market at
affordable prices. An estimated rate is shown below.

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1 Ton 7 Feet Truck Average Rental Rates

Location Truck Hiring Rates

Mirpur To Uttara Truck Rental Prices 950- 1,000

Kotwali To Mirpur Truck Rental Prices 1100-1300

Badda To Uttara Truck Rental Prices 900 - 950

Mirpur To Savar Truck Rental Prices 1100-1200

Savar To Uttara Truck Rental Prices 1200-1300

Mirpur To Badda Truck Rental Prices 1000-1100

Uttara To Gulshan Truck Rental Prices 900-1000

Mohammadpur To Uttara Truck Rental 1100-1200

Prices

Motijheel To Mirpur Truck Rental Prices 1100-1200

Mirpur To Gulshan Truck Rental Prices 900-1000

User generated Content (UCG): Encouraging consumers to share their testimonials

online such as: Facebook, Instagram, Twitter , etc.

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 Promotional Tools
● Advertising: The advertisement is going to be informational, non-personal and
will be telecast on national channels.

● Direct Marketing: Communicating directly with the customers who already

purchased Track Lagbe services. Notification of the new services, offers, etc can
be directed to the potential customers with an opportunity of receiving feedback.

● Digital Marketing: Using interactive media, social media, and mobile marketing
Truck Lagbe can reach the target audience. For example, Truck Lagbe can
incorporate web 1.0 and 2.0.

Web 1.0:

1. Banners

2. Interstitials

Web 2.0:

1. Social media

2. Blogging and newspaper

3. Website

● Sales Promotion: Track Lagbe provides a discount ( 10% or 1,500tk) to the

customers who use the promo code: “SUPER23” to receive their services.

Public Relationship: Holding a campaign for Track Lagbe can elevate the interaction
with potential customers better. Customers can share their concerns with the company
and will have a chance to be aware of the company.

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 Budget and media

Type of Ads Quantity ( months) Cost Per Month (BDT) Total Cost (BDT)

TVC 12 250,000 3000000

Radio 5 20,000 100000

Newspaper and
7 70,000 490000
Blogging

Social Media 12 30,000 360000

Website 12 5,000 60000

Total 4010000

The entire budget for the 12-month campaign, which we will conduct, is 4010000
BDT.it is an estimated budget from lower tire to higher management The chosen media
will be skeptical of the budget. However, the budget may vary depending on how well
the advertisements function and are successful. TVC accounts for about 74.8% of the
budget, with newspaper and blog spending contributing another 12.2%. These are the
largest costs because they are primarily targeted at newly target audiences. Facebook
ads, radio, and websites account for 9%, 2.5%, and 1.5% of the budget for other kinds
of advertising.

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 Schedule-

Type of Ads January February March April May June July August September October November December

TVC

Radio

Newspaper

Facebook Ads

Conclusion
As Track Lagbe is a start up business, our marketing strategy heavily relies on informational and
raising awareness by highlighting features, favorable prices. Once Track Lagbe has gathered
enough recognition in the market, we can move forward to persuasive advertisement.

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 Reference

Top 8 reasons to hire trucks from Truck Lagbe. Truck Lagbe - Fast and affordable truck & pickup
hiring app. (n.d.).

https://blog.trucklagbe.com/top-8-reasons-to-hire-trucks-from-truck-lagbe

Truck lagbe website.

https://trucklagbe.com/shifting?
utm_term=truck+rental+near+me&utm_campaign=Homeshifting+Lead+Search+Ad+Sep+202
0&utm_source=adwords&utm_medium=ppc&hsa_acc=2281232544&hsa_cam=11137540706&
hsa_grp=109602119672&hsa_ad=515493640287&hsa_src=g&hsa_tgt=kwd-34972844420&hs
a_kw=truck+rental+near+me&hsa_mt=b&hsa_net=adwords&hsa_ver=3&gclid=Cj0KCQjwhf
ipBhCqARIsAH9msbkbQaCmXDwJTO3G8zprdNee4h3_J4lcNMqwLMljYOl77D9u--2QnhQaAg
O-EALw_wcB

Truck Lagbe - 9 Competitors and Alternatives. Tracxn. (n.d.).

https://tracxn.com/d/companies/truck-lagbe/__KKYsavL_rA-Kov1KhPSbMBOTVAwQxTny2OEo
wI_bKcY/competitors

YouTube. (2023). YouTube. Retrieved October 30, 2023, from …………… ………
………………https://www.youtube.com/watch?v=XpuMYQsH9gk.

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