Professional Documents
Culture Documents
Cykiq Marketing Plan.
Cykiq Marketing Plan.
Group members
Mohsin Zia
Nihan Shakeel
Saba Saeed
Shayan Rehmen
Verda Yousaf
External Analysis
Competition
No direct competitor
Existing private taxis
Private cars
Carts
External Analysis
Porter Forces
Threat of entry
Bargaining
suppliers
power
Bargaining
buyers
power
Threat of substitute
Rivalry among
competitors
Customer Environment
Our customers are all the students inside the Nusts campus,
they can utilize the Cykiq services without depending on others
for a lift or waiting for carts to carry them to different places
around the university.
Segmentation
On the basis of customer characteristics and product related approaches, the
segmentation is done based upon the following
Product related segmentation
User type
Benefits sought
Competitor (no direct competitor)
Customer related segmentation
Behavioural segmentation
Psychographic segmentation
User type
Hostelites
Day Scholars
Benefits
Sought
Independence
Time saving
Economical
Psychographic segmentation
Transportation and recreation service
Severity of problem
They have to wait for carts or others who can drop them to their
destination and it causes delay in their work,
Awareness of customers
Customer Motivation
Elements customer value Independence, time, cost and recreation
most
Customer objective
Segments
differ
motivation priorities
Change
priorities
in