Bykea COD Vimal

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Marketing Plan Company/Product Subject/Year

Marketing Report on:


BYKEA (cash on delivery)

(BYKEA)

BY:
Vimal kumar 34106
Wahaj gilani
Zulifqar
Narendar
Denial ali
Nimra saleem

(16/12/2017)

Submitted as mandatory requirement for the course “Marketing Management” in the Program,
Bachelor of Business Administration

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Marketing Plan Company/Product Subject/Year

CONTENT:

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Marketing Plan Company/Product Subject/Year

Company Name : BYKEA

Product: CASH ON DELIVERY AND GREEN MARKETING

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Marketing Plan Company/Product Subject/Year

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Marketing Plan Company/Product Subject/Year

ACKNOWLEDGEMENT

All praises to GOD who has blessed us with knowledge to accomplish the task of completing this

report. We would take this opportunity to thank sir jahanzaib niazi our teacher for the course of

“marketing management” for his valuable Knowledge and Sight which he has offered. His words

of wisdom will always be remembered, and we are convinced that the knowledge of marketing

management that he has shared with us would go a long way in making us good At marketing

and helping us all through our professional career.

We would like to thank our Parents, who always provided us with motivation and for their

continued support throughout our life, financially and emotionally, and for instilling in us their

morals and values.

We are also thankful to the People who made this report possible

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Marketing Plan Company/Product Subject/Year

Executive Summary

This report focuses on adding a new add-on service in Bykea that is cash on delivery. Target

market was studied through questionnaire research instruments. The responses result is a good

to go sign for Bykea to introduce the COD service. The business model of Bykea (a ride hailing

service based in Karachi) whose core business is to provide cheap, affordable, quick and easy

transport to the citizens of Pakistan is also discussed in this report.

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Marketing Plan Company/Product Subject/Year

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Marketing Plan Company/Product Subject/Year

Sample Marketing Plan

The sample plan in this document is provided as a guide only. The statistical and financial

information in this booklet are assumptions for the case study and should not be used for

anactual business plan. Intending and existing business people must undertake their ownresearch

and use reliable data for the preparation of their business plans.

When setting up your business, be sure to find out which legislation, licenses and codes of

practices will affect your enterprise.

1.1 Mission Statement

Our mission is to facilitate the citizens of Pakistan through providing cheap, affordable, quick

and easy commute service.

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Marketing Plan Company/Product Subject/Year

2.0 Current Market Position

Initiating its operations a year ago, Bykea has captured a wide number of customers base which

has resulted in a strong market position in the major cities of Pakistan especially Karachi.

The plus point Bykea has is it operates on bike which makes it hassle free to introduce more and

more riders in the market. Hundreds of customers use Bykea for their daily commute and

exchange of parcels.

2.1 Product

The core service of Bykea is to provide rides on demand along with express parcel service. It

operates through the smartphone application. The customer requests a ride. The nearby rider

responds to the request. The rides reaches the pickup point and drops the customer at their

desired destination. In the case of express parcel services, the rides picks up the parcel and

drops on the pre-mentioned drop off location.

2.2 Place

The premises of Bykea is the entire city. It majorly operates in the major cities of Pakistan which

are Karachi, Lahore, Islamabad and Rawalpindi. Bykea has its head office in Karachi and there

are different training centers for the riders.

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Marketing Plan Company/Product Subject/Year

2.3 Price

Following the price penetration strategy. The fares of Bykea are as follows

Base fare: Rs. 35

Per KM: Rs. 4

Per min: Rs. 1.5

Minimum Fare: Rs. 40

Bykea has a 25% percent on each ride taken from the rider. Bykea keeps introducing various

promo codes as discount.

2.4 Promotion

The only mean of advertising Bykea uses is social media as their target market are the people

having smartphones so Facebook seems to right way to deliver the message across their

customer base.

2.5 People

The main players for Bykea are the riders. In case customer can’t find a nearby rider, they

quickly switch to Vheelz or Careem. Bykea keeps inducting on average 90 riders per day that

subsequently enables them to have a minimum of 200 riders online and ready to move across the

city. A rider is never permanent. They keep switching from competitor to competitor. However,

Bykea arranges a free training session everyday working day at 11 AM at their training centers.

Bykea’s aim to train their riders for giving a better experience to their customers.

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Marketing Plan Company/Product Subject/Year

2.6 Processes

Bykea follows strict SOPs. Riders are trained in detail and tested thoroughly. Supervisors keep

monitoring the riders’ working behavior and patterns

2.7 Physical Evidence

Riders’ attire, behavior and their vehicle wellness matters a lot to them. In case a rider is found

unable to maintain any standard, they are charged with heavy fines.

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Marketing Plan Company/Product Subject/Year

3.0 Market overview

Bykea is an all in one app for transportation, delivery and payment services. Our marketplace of

services and listings help move people, parcels and payments efficiently, saving time and money.

Bykea is an on demand ride hailing and parcel delivery service. Send your (C.O.D) cash on

delivery or non-C.O.D parcels instantly or take bike ride with Bykea. And we also provide

exceptional services and have understood the market that customer is the main factor in the

success of any business. And we have worked on it and we provide

In which we have conducted a pestle analysis to better understand the market

Transportation network of any country is of vital importance to its development and affects all

sectors through economic linkages. It ensures safe and timely travel encourages business

activities and cuts down transportation costs while granting produces access to markets for their

goods. A reliable transportation network also provides swift access to labor force and hence

generates employment opportunities. It has been widely recognized that economies with better

road and communication networks are positioned more advantageously in terms of overall

competitiveness as compared to economies having poor networks. Enhancements in

transportation and telecommunication benefit industry, agriculture, and other services sectors as

well as improving the standard of living of the general public, it is therefore, crucial that

investments be made to develop and maintain an efficient network of transportation and

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Marketing Plan Company/Product Subject/Year

telecommunication to ensure cost efficient integration of markets both domestically and

internationally And by far we are up to mark in everything in politically, economically, socially,

technologically, legally, environmentally.

References

https://www.similarweb.com/website/bykea.com

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Marketing Plan Company/Product Subject/Year

PESTLE analysis

Physical: our service is cash on delivery which does not have major effect on physical aspects.

Economical: economical it will affect our plan by fraud method that spread the news that bykea

company is not giving good service our there can be a payment issue.

Sociocultural : this bykea service has no any cultutal effect.

Technological: this service has a technological issue may be new companies can come up with

the fastest and safest way of delivery which will affect this company.

Legal: legally may be a company faces some issues that how a customer can trust in it that this

company is true or our product is safe.

Envioronmental issue: due to changes in environmental codition in pakistan can cause the

delivery to be delay which will eliminate the loyality of the customers.

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Marketing Plan Company/Product Subject/Year

4. SWOT Analysis

Assumption 1

“Possible assumption could be; Capital equipment, skills of individual employees, patents,

finances, talented managers”

The strengthof this assumption is that it focuses on contributors of the organization, such as

skills of individual employees or talented managers. The weakness in this assumption is that it is

restricted to only resources from contributors. The opportunity here is that it could be made open to more

contributors. The threat is that if open to more contributors it may weaken the resources for

the organization

Assumption 2

“we seek to provide customers with value for money and deliver expertise advice in the field of

bikes and bike ware”

Strength

 Is that the company provides customers with value for money and expert advice on bikes and bike ware.

As well are investing more in the business we get a greater market share

Weakness

 In this situation is that other companies could undercut the company on their prices

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Marketing Plan Company/Product Subject/Year

Opportunity

 Is that the company could try and introduce something else to offer, such as organizing regular

cycling tours and As customers are our main importance we provide different kinds of

benefits to gain customer importance

Threat

 Is that the other bike companies could try offering the same service of organizing regular

cycling tours and As we are operating our business in Pakistan our main threat would be

political environment.

Assumption 3

“Not much completion in bike industry “

4.5 Key issues

Example

From the SWOT, the important issues we consider are that:

• Inexperience and we are operating business in a country like Pakistan

• sum of tax deduction that depends on area wise distribution.

• trust factor on our riders that will they be honest with us

Will the customer be satisfied with our delivery approach?

4.6 Key opportunities

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Marketing Plan Company/Product Subject/Year

Example

From the SWOT, the key opportunities include:

• providing good customer service that will put Canterbury Renovations ahead ofmarket

perceptions and earn word of mouth advertising

• Popularity of renovations in the area

• utilizing technology to promote business and keep in contact with staff

• Good networks allow good service and joint promotion activities

4.7 Competitor Analysis

Bykea’s main competitor is Vheelz and Power Rider. However both have failed to capture as

much market share as Bykea. Bykea operates as the market leader but Vheelz and Power Rider

have changed their income schedule for the riders which addresses the problem of riders’

turnover that is a massive issue in this business.

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Marketing Plan Company/Product Subject/Year

Strengths:

 Basic salary packages for riders

 Cheaper fares than Bykea

 Competitive App interface

 Vheelz has strong base in Islamabad and Rawalpindi

Weaknesses

 New in market

 Lack of variety of services

 Customer loyalty

 Weak marketing strategies

6.0 Objectives

Our company has the objective to provide the best quality service and to retain the customers

and to attract new customers because we use other services for a product delivery and it takes

lot of time, this is the reason we have targeted those people who want immediate service with the

reliability in the area .we believe that our customers are our family so we try to give them

incentives as we are doing in bykea service by giving discounts and coupon and free rides.

6.1 Sales

Example

Over the next 12 months, Bykea will undertake:

• 10 C.O.Ds daily on average

6.2 Revenue

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Marketing Plan Company/Product Subject/Year

Example

Over the next 12 months, Bykea will:

 Bykea will charge 2% on the amount of COD

6.3 Customer Base

Example

Over the next 12 months, Bykea will:

 Have permanent contracts with at least 25 vendors who need COD service

 General customer will also be using COD service

6.4 Ansoff’s Matrix

The premises of Bykea are the entire city. It majorly operates in the major cities of

Pakistan, which are Karachi, Lahore, Islamabad and Rawalpindi & providing services from

teenagers to the older ones. Bykea introduces COD for this existing market hence the course of

action is developing new service to the existing market.

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Marketing Plan Company/Product Subject/Year

7.0 Strategy

Just a tap away Bykea will help people, parcel or payment to get to its destinations in the

most cost efficient way.

7.1 Strategy Introduction

Bykea is ensuring to provide its services to customers in a most cost efficient

manner &without any interruptions. We are making sure that they have enough riders in every

city they operate & we are giving our customers different discount schemes called as promo

codes regularly. Bykea’s application is quite easy to use & understandable by anyone. Whether

they are teenagers or the older ones.

7.2 Target market

Bykea targets mass market thus ensuring to provide services to as much people as we can

in the city in which we access. In this modern era, everyone wants services on their fingertips

&Bykea is exactly providing the same. Bykea’s biggest advantage is that they use bikes instead

of large vehicles, which ultimately results in fast services & better cost efficiency. Bykea is

mainly using social media to communicate & as their promoting channel & people are getting

aware of Bykea’s services through viral marketing & word of mouth as well.

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Marketing Plan Company/Product Subject/Year

7.3 Positioning statement

Bykea is an all in one app for transportation, delivery and payment services. We help

help move people, parcels and payments efficiently, saving time and money just a click away.

7.4 Branding strategy

Riders’ attire, behavior and their vehicle wellness matters a lot to Bykea. We are

providing trainings to their riders on & off so The rider would present himself & communicate

with the customer in a better way. This creates a sense of security in customer’s mind whether he

wants to go to a destination or wants to send a parcel. We also introduce discount offers every

now & then in the name of promo codes to encourage more & more customers.

7.5 Product strategy

Bykea offer affordability to the ones who need it the most. There is no cheaper option

than motorcycles for commute and delivery and we work with our driver partners to offer the

best fares for both the customers and the driver partners.

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Marketing Plan Company/Product Subject/Year

7.6 Pricing strategy

Bykea will enter in the market with price penetrating strategy. As u know TCS &

Leopard are already providing the COD in the market &Bykea is new in COD services so we’ll

start will the prices slightly on the lower side & would look out for the response of the target

market then strategies according to it. Our cash wallet allows you visibility into cash on delivery

collected for you for bills or parcels delivered to your customers.

7.7 Distribution strategy (place)

Bykea offers its facilities those areas as well where cars are miles away, whether a

customer is in an inner city region where larger vehicles have restricted access or in areas where

paved roads do not exist, Bykea helps solve transport for those that need it most. We offer

services, which are easily accessible through our application regardless of your location in the

city

7.8 Promotional strategy

The main medium for promotion for Bykea is social media as their target market

are the people having smartphones so Facebook seems to right way to deliver the message across

their customer base. For CRM, we have are customer service department working 7 days a week.

On any booking, a customer can call their driver partner directly or Bykea’s customer service for

assistance...

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Marketing Plan Company/Product Subject/Year

7.8.1 Public relations strategy

Bykea always emphasizes on the quality service so we make sure to provide guidelines to

our riders on &off. We always value our customers,All the vehicles are inspected to ensure

customers get the safest experience, their trust is very important for us hence we have our

Customer service department working 7 days a week in case of any problems occurs. In case of

any kind of misbehave by our riders, our management immediately looks into that, takes strict

actions. A PR agency will be considered in two years’ time once the business has developed and

gained a client base and a good reputation.

7.8.2A dvertising strategy

This strategy is used to capture customer’s interest and attraction towards our suitable product or

services and encourage customer to buy the product or service.

To meet the best communication level Bykea will come up with different campaigns to provide

ride service.

This service is for all age customer not the specified one.

We will show visible model in shopping malls of our bikes or other transport services.

We will show the documentary of our services on different channel including television and

social media.

The strategy will going to be changed after every six month so we will always be there in the eye

of customer but with new idea and visual.

Example

Vheelz started their advertisement through social media as they were on their initial level.

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Marketing Plan Company/Product Subject/Year

Direct marketing strategy

It is already explained in advertisement strategy that there are so many different ways of

advertisement Bykea come up with, but to check the response of customers that how customer is

going to be react with Bykea is important. For that there is a team behind working on monitoring

emails, messages receiving from customers in order to leave a comment after every ride.

 Email are the most common tool for direct marketing.

Example

Careem increases visual through social media such a s facebook, twitter to maintain awareness as

well as give prompt replied to the customers of their emails.

Sales promotion strategy

For sales promotion Bykea is going to provides occasionally discount on rides of limited

percentage to cater more customer.

Activities which support this strategy is:

The following activities can be supported by a sales promotion strategy:

 Giving discount packages.

 Whenever the app installed the customer get token of 150 Rs. To send it to others.

 Being competitive, providing benefit to customer 10% off on other ride if they travel

more than 15 km in a day.

 Regular customer will get more benefit as they don’t need to wait much for the rider,

providing special service to them in order to maintain the customer relationship.

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Marketing Plan Company/Product Subject/Year

Example

• Careem offer discount packages discounts for their regular customers.

• Uber also uses the same strategy.

Sales strategy

The service which Bykea provides is as per need of the customer, as the one in need to travel

having no vehicle will opt for Bykea or the one wants to deliver their parcel will opt the same,

but it is difficult to be significant and faithful in the eye of the customer. But the sales strategy

that Bykea developed fulfills requirement of the customer.

Example

At the beginning Vheels started with limited no of staff to serve the economy but later on as the

work came in process Vheels replicate their employees, introduced more riders in their company.

Packaging strategy

As packaging is important aspect of branding, Bykea only played with logo of it because they do

not have physical product, they provide service than a produce.

.Services marketing

There is a big difference in marketing a product and a service. In service business behavior of

employees is important to maintain customer relation. Bykea make them different in servise

business by providing delivery service as well as it is the competitive advantage of it.

Some of the elements which facilitate the service business more are

 People

 Process and

 Physical evidence.

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Marketing Plan Company/Product Subject/Year

People

It is important to provide better quality customer service, but in business which provide services,

it is difficult to maintain good will of services. A single negative comment will lead towards

dissatisfaction of customers.

Example

 All captains of Careem wore sunglasses for uniformity.

 Riders of Vheels have meeting in the end of month for the check and balance and to

discuss customer service.

 Every year there is a award ceremony arranged for staff to judge them on their services.

Process

For reliability of customer service strategies were made to deal with all issues. And to fulfill

those strategies creativity is important in which Bykea focuses a lot. Its creativeness is delivery

of parcels. Bykea keep its record online ore than manual based. The security of customer’s data

is highly appreciated.

Example

 Vheels kept their data online as well as manual.

 Careem focuses on confidentiality of customer record keeping.

Physical evidence

As it is understood that there is no physical product of Bykea, as the products are not sold in

market but provide services, for that Bykea brand themselves in different way, as no physical

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Marketing Plan Company/Product Subject/Year

store was there but office is registered for record keeping, check and balance, invoicing and all

other activities. They posted visual ads on social media to make business presentable,

professional and welcoming. Parcel service is the other form of Bykea to market themselves

infront of public. It provides calendar and cups with the print of logo of bykea to their

employees.

Example

 Vheels provide cups, clock with a logo print to their employees for providing more

physical evidence, and to be more in the eye of customers.

 Careem provides smart phones to their riders for being more loyal with employees.

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Marketing Plan Company/Product Subject/Year

10.0 Financial forecasts

10.1 Exploratory cost

Business planning

Rs. 120,000/month

Legal fees

Rs. 10,000/year

Market research

Rs. 150,000

10.2 Initial costs

$2500

Electricity, gas and phone:

Rs. 250,000

Riders insurance

Rs. 2500/rider

Initial promotion

Rs. 50,000

Promotional cost

Rs. 25,000/month

Stationery and office supplies

Rs. 5000/month

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Marketing Plan Company/Product Subject/Year

Training

Rs. 100,000/month

Total: $9400

Capital costs

Business structure (registration,

Professional fees)

Rs. 10,000

10.5 Initial funding of the product

The initial funding allocated for the product is Rs. 150,000 which Bykea will incur in updating

their App with the option of COD and upgrading the software base to track down the record of

all C.O.D payments

11.0 Costing

Direct cost

Rs. 250,000

Overhead expenses

Rs 30,000

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Marketing Plan Company/Product Subject/Year

12.0 Records

.The following specific records will be kept:

• cash book

• receipt book

• invoices, received and sent

• bank deposits and statements

• petty cash expenditure

• employee details

• capital assets register

• materials purchased and allocated

Green marketing or social work:

As everyone know that BYKEA is operating at the highest peak due to its valuable service and

timely service it has already made a good image in everyone’s mind now we as a company want

to expand our business to help people in their work and shopping as well. As we are generating a

good income for our remarkable service we want to do some work for the society in order to

make awareness and a good image of our company not just for our company but to serve for the

society that is giving us huge revenue. Once we will get some revenue from it then we will spend

it on social works like on green marketing, to plant trees at different areas which will make our

environment better to live along with this is our strategy to invest some money on education and

food as well.

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Marketing Plan Company/Product Subject/Year

CONCLUSION AND RECOMMENDATIONS

After analyzing and gathering the entire information we came to conclude that this CASH ON

DELIVERY is the best way to protect someone’s products and to provide them good service we

have used different strategy by keeping our company and society in mind so that we can win

easily, we are looking forward to expand it more and more with the new technology so that we

can make this service easy to use. As its our starting so we are charging only 2% which is low

but we want to create awareness and we want to grab the new people to become loyal with this

company.

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Marketing Plan Company/Product Subject/Year

References

https://www.similarweb.com/website/bykea.com

www.bykea.com

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