Baydaar Project Part 1 Corrected

NUST Business School
MKT-535 Marketing Management
Submitted To:
Ma’am Rabeil Khan
Submitted By:
Team: The 3Ds

Ahmad Jamal
Akhtar Amin
Aniqa Ijaz
Hurima Khan
Mahnoor Khalid
MBA 2K18-B
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“Our Lord, indeed YOU know what we conceal and
what we declare, and nothing is hidden from Allah on
the earth or in the heaven.”
(Surah IBRAHIM- Ayah 38)
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Acknowledgement
We thank all the participants and customers of Baydaar who helped us in making this research
possible by sharing their reviews and comments.
We would also show our sincere gratitude to the owner of Baydaar Mr. Ijlal Khattak for providing
us full insight and information that greatly assisted our research.
We are also immensely grateful to Ms. Rabeel khan for assisting us throughout our research work
by giving her valuable comments.
The 3Ds
MBA-2k18
Section-B
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TABLE OF CONTENTS:
Quranic Verse.............................................................................................................................................. 2
Acknowledgement ....................................................................................................................................... 3
1. INTRODUCTION ................................................................................................................................... 6
1.1 Company ................................................................................................................................................ 6
1.2 Team Profile ........................................................................................................................................... 6
1.3 Services .................................................................................................................................................. 6
1.4 Competitors ........................................................................................................................................... 6
1.5 Customers ............................................................................................................................................ 6
2. KEY FINDINGS ..................................................................................................................................... 7
2.1 Questionnaire Analysis .......................................................................................................................... 7
2.2 Observations ......................................................................................................................................... 7
2.3 In-depth Interviews: .............................................................................................................................. 8
2.4 Focus Groups...................................................................................................................................... 8
3. 4PS OF BAYDAAR TRAVELLERS .................................................................................................... 9
3.1 Product/Service .................................................................................................................................... 9
3.2 Promotion ............................................................................................................................................ 9
3.3 Place ................................................................................................................................................... 10
3.4 Price .................................................................................................................................................. 10
4. General Marketing Strategies .............................................................................................................. 12
5. Critical Issues ........................................................................................................................................ 12
6.SMART Objectives ................................................................................................................................ 12
6.1 Interviews Appendix ........................................................................................................................... 13
Interview-1 ................................................................................................................................................. 13
Interview-2 ................................................................................................................................................. 15
Interview-3 ................................................................................................................................................. 18
Interview-4 ................................................................................................................................................. 20
Interview-5 ................................................................................................................................................. 22
Interview-6 ................................................................................................................................................. 25
Interview-7 ................................................................................................................................................. 26
Interview-8 ................................................................................................................................................. 28
Interview-9 ................................................................................................................................................. 30
Interview-10 ............................................................................................................................................... 32
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6.3 Focus Group Appendix ........................................................................................................................... 35
Adults ......................................................................................................................................................... 35
Families ...................................................................................................................................................... 38
6.2 Questionnaire Appendix......................................................................................................................... 43
5. Exhibits .................................................................................................................................................... 44
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INTRODUCTION
Company: Baydaar Travellers
Industry: Travelling & Tourism
Team profile:
 Ijlal Asghar Khattak (CEO)

 Hassam Ali Shah (Co-founder & Director)
 Waliya Najib (Marketing Head)
 Zakriya Noor (Coordinator)
 Sohaib (PR Manager)
Target Market:
 Adults
 Families
 Peace-seekers
 Professionals
Competitors:
 Falcon Adventure Club

 Eagle Adventure Club
 Trek and Tours
 SK Tours
 Pak Adventures
 Malik Travellers, etc.
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Key Findings (Consumer Research Analysis)
1. Observations:
According to the observations, it has been interpreted that the customers find Baydaar
Travels convenient and secure platform for travelling with friends and families. Because
they provide friendly environment, they accommodate with best possible hotels and their
vehicles are comfortable which ensures satisfactory transportation services. The team of
BT is adequately cooperative and friendly in fact they organize activities (games,
competition, etc.)
However, few customers find the agency waste of time & money because they (especially
boys) think that they can easily arrange and manage trips as the transportation and
accommodation is easily available. Majority of people have complained about the
limitation and quality of food they provide. The customers whine for not having the food
if they had instant demand to have it.
2. Questionnaires:
The targeted customers of Baydaar Travelers majorly are the students or young people with
age ranges between 18-30 and who have limited pocket money below 30,000, with less
purchasing power to spend it on regular trips. Majority of boys prefer to travel with their
friends by planning their trips themselves instead of utilizing any agency’s services. While
the girls and families find it convenient to travel via travelling agencies. Therefore,
according to our survey, 33.3% of the existing & potential customers are males whereas
66.7% of girls have travelled or want to travel with Baydaar Travels or other agencies. Few
of the families own their own vehicles so they prefer to travel themselves while few
acknowledge organized trips with convenience & security.
3. Interviews:
The results from interviews show that professionals, adults and families are more attracted
towards experiencing travelling agencies because they consider their services convenient
and safe. However, adults have concerns about pricing because mostly this segment
belongs to students with limited pocket money.
Families prefer the agency which delivers quality food and safe areas where the children
can play around or are safe. There are many rooms left for improvement for Baydaar team
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as they have limited places, least promotion strategies and very casual behavior towards
marketing.
4. Focus groups:
We have conducted two focus group interviews. One group was consists of adults (students
plus professionals) and other group consisted of families. The result from former showed
that their first priority to choose any agency would be cost of the trip. Besides, they want
to travel every sight of Pakistan (Sindh, Balochistan, Punjab and KPK) and Baydaar team
usually travels to northern areas and also hardly 40% of the focus group knew about them.
On the contrary, the families prefer sound places and safe environment. They prefer to use
their own vehicles but for longer routes they can take services of travelling agencies. 25%
of the families knew about Baydaar Team while the rest were unaware of this agency.
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4Ps OF MARKETING MIX
1. PRODUCT/SERVICE:
Baydaar is company which provides tour and travel services. So, their services include all the
tourism location, transportation, accommodation and the entertainment provided by them. In the
light of detailed consumer analysis of Baydaar we found out that they are perceived as professional,
secure and friendly travelling and tourism service providers, which people like to prefer over other
travel agencies. If we look at the statistics obtained from our research, more than 50% of the
customers recognize Baydaar Travels as very friendly and professional. They have managed to
establish themselves as a competent travelling company.
Baydaar travels being a new entrant in the travel and tourism sector have managed to spread
information about them through social media only, still they have organized a good number of
successful trips. So, according to the survey, interviews and group discussions we found out that
their biggest strength is their social media presence and positive word of mouth through which
Baydaar Travels has attracted large number of customers. Baydaar Travel collaborates with social
media influencers and celebrities to endorse their services through their pages, this also helps them
in growing their customer base. According to customers Baydaar Travels provide the most fun
filled experience that is matchless and unforgettable, people who have traveled with other agencies
as well believe that Baydaar Travels is preferable when it comes to amusement.
In customers perspective, the biggest weakness they highlighted was their high prices. As their
target market consists of youth only, who have limited income and can’t afford such expensive
trips.
2. PROMOTION:
As we have discussed above, most of the promotion of Baydaar travels is done through social
media that is why they fail to attract many of their potential customers, so it can be concluded that
their promotional strategy is weak and causal. Many people are still unaware of Baydaar our
statistics showed that more than 40% of their customers learnt about Baydaar travel through
Facebook/Instagram. Also, they don’t have a specified target market, so it can also be said that
they have not implemented the marketing concepts while making their business plan. The only
promotion they practice is either through social media (“Instagram in specific; Facebook, less
effective) or through “Word-of-Mouth” advertising.
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The company doesn’t even have a proper logo and tag line that why people are unable to identify
their presence, they don’t have a website where people can look up for the latest trips, discounts
or any other information.
The customers believe that the agency is not popular as its competitors (Falcon Adventure Club,
SK Tours, Eagle Adventure Club etc.). People pointed out that Baydaar only promotes through
bloggers, photographers or social influencers as strategy to grab their followers. While there is a
bunch of adventurous & potential customers that Baydaar can attract by executing proper
promotional strategy.
3. PLACE:
If we look at the services channel of Baydaar travels it is a platform between the customers and
service providers, providing accommodation, food and transportation facilities along with the tour
and sightseeing of places they travel. According to the statistics we collected more than 50% of
the customers are satisfied with the accommodation and around 85% are satisfied with the
transportation facilities.
Baydaar Travels has a single station for departure in Islamabad, which makes the people to visit
that station first and then leave for the destination. Many people who wants to travel don’t choose
this agency because they find it inconvenient traveling to Islamabad first and then to long-route
trip. While, the competitors provide three different stations e.g. Islamabad, Lahore and Karachi.
4. PRICE:
Followed by as we wrote earlier most of the customers of Baydaar Travels are students who find
their services highly priced as compared to competitors whose charges are comparatively lower.
Around 60%-70% of people have concern about their budget while planning any trip. There are
mixed opinions of the customers about pricing but above average has agreed that this agency has
priced high for their trips. Still, the female travelers voiced the supporting words that we pay them
extra but at the same time, they manage things for us so it’s a fruitful tradeoff.
The students have limited pocket money so many of them told us about their economical trip that
they had experienced worth 10,000-15000 for Skardu for which the agency normally charges
26000.
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Customers quoted, whenever they plan a trip 35% are concerned about the prices and 39% are
more concerned about the attractiveness of the location. Baydaar travels claims to follow economy
pricing strategy for their services, whereas customers have a slightly different point of view.
According to customers they are charging high for what they are offering as compared to the
competitors.
GENERAL MARKETING STRATEGY:

Baydaar Travelers is going good so far because they have started 28-months ago (on July 5, 2017).
They are on introductory & growth stage so there are many rooms for the organization to explore,
experiment, and improve. There are some considerations that should get attention of the firm
(according to our analysis);
 The agency should establish an office setup so that people can have meetings with the team,
they can approach them and leave the complaints (if any).
 The agency should provide shuttle service (if it can’t provide a spate station) to other big
cities where the potential customers are more. This way BT can target more customers and
more people will know about the agency.
 The universities’ clubs set the prices low so maximum students prefer to acquire university
club’s services. Baydaar Travelers should revise their pricing strategy and introduce
student packages that will help the firm to attract more potential customers.
 Baydaar Travelers must use aggressive marketing strategies by targeting multiple
marketing platforms (billboards, TV-ads, sponsoring events at big universities, etc.)
 The agency should consider arranging trips to South and East of Pakistan as there are many
places that the people should know about and that can increase the tourism rate of Pakistan.
CRITICAL ISSUES:
 Promotional Strategy and advertising: They are only promoting through social media,
have no website, no physical setup and less awareness of the brand.
 Prices: They charge more than the competitors and don’t provide good value for money.
 Geographical Extension: They only arrange trips to the northern areas (limited locations)
and operate only through Islamabad.
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 Mission and Vision: They don’t have appropriate mission and vision. Since they just
started out as group of friends, that’s why they don’t have a proper team with marketing
and management expertise.
SMART OBJECTIVES:
 Design ten trips in Balochistan and South of Pakistan within next 8 months to increase
customer base by 25%.
 To revise the pricing and reduce the prices 5% for families and 10% for students for next
one year in order to increase market share by 5%.
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Appendix # 1
Transcripts of Consumer Behavior Research
INTERVIEW # 1
Interviewer: Hurima Khan

Interviewee: Meesha Fatima
Language Preference: Bilingual
(Basic Information)
Age: 22
Education: Bachelors
Occupation: Research Assistant at SEECS
Approximate income: 25,000
1. How often do you travel?
I usually travel a lot. I travel once or twice in month. It makes me feel healthy and energetic.
2. Do you travel by yourself or with tour company?
I prefer traveling with tour companies with my friends because all the arrangements were
made by the company. So, they are convenient basically.
3. Which tourism companies you are aware of?
I have heard about many tour companies some of them are Falcon, Baydaar Travels, Pak
Adventures and tours etc.
4. How did you hear about Baydaar?
One of my friend told me about Baydaar so I heard about them through word of mouth and
through social media advertisements like Facebook and Instagram.
5. What’s the first think comes to your mind when you hear the name “BAYDAAR”
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Baydaar means to wake up. (JAAGNA)
6. What’s the USP of Baydaar which makes them different from others in traveling
industry?
Many families do travel with Baydaar so that would be a positive point for them because
these companies usually attract youngsters.
7. What do you think about their promotion strategy and are they popular as compare
to the other tourism companies like falcon and eagles adventure club.
I believe they are not as popular as they should. They are using bloggers and vloggers for
the promotion of their company on social media only. They should focus on ground
promotions as well.
8. How many times you have traveled with them?
I had travel once with Baydaar with my friends couple of months ago. We went to Skardu.
I was a seven days trip organized by Baydaar. They charged 26k per person including all
the transportation, food and hoteling cost.
9. Do you think facilities they give justify their prices? Value for money… their prices
are high or low as compared to the competitors? Rate on basis of food, hotels,
transport provided by them.
In my opinion their prices are high as compared to their competitors like Eagle Adventure
club organized the same trip in 20k or less than that. Baydaar should focus on their pricing
strategy as well if that want to be consumer oriented.
Rating price-3.5/5 food-3/5 transportation-3.5/5
10. Tell us one good thing about them and one bad thing based on your Experience.
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The good thing about Baydaar was their management. They were very professional yet
corporative. They were following the whole schedule everything was in time. Food was
limited and at camping sites food was slightly undercooked so that was a bad experience I
had. They could have made it better as they were charging us for that.
11. Highlight one Strength and weakness of Baydaar.
They are very good organizers so that would be their strength and I thought Baydaar major
weakness is their weak promotion strategy they can accommodate more people but alot of
people are still unaware of them because they lack guerrilla marketing.
12. What improvements you want from Baydaar in future? Any suggestions which can
be added in their services
All the traveling companies are focusing on northern areas of Pakistan, so I recommend
Baydaar should move towards south and that too will help in promotions.
13. Would you recommend Baydaar to others?
Yes, I would.
INTERVIEW # 2
Interviewer: Aniqa Ijaz

Interviewee: Shawal Mehek
(Basic Information)
Age: 23
Education: Masters
Occupation: Govt. lecturer
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I travel usually once in a month or two.
Mostly I used to travel with the University’s Adventure Club. I also traveled with trek and
tour company once. We went to Mushkpuri with them. It was good, but it wasn’t up to the
mark according to price we paid for it. It could be organized in better way.
As I said earlier I am aware of Trek and tours, Pak Adventures, Baydaar travels and many
adventure clubs of different Universities.
I have seen their Facebook page So, I heard about them through social media.
I had no experience with them, but my friends visited Hunza with them so, I can share their
experience with you guys’.
The first thing into my mind when I heard the name Baydaar is “to be aware of something”.
industry?
Baydaar’s staff is very friendly and corporative. They create a family like environment
throughout the trip. They involve you in every activity. They are keen about their
reputation, so they talk to people and solve the queries as much as possible. Many
companies don’t do that
7. What do you think about their promotion strategy and are they popular as compare
to the other tourism companies like Falcon and Eagles Adventure Club.
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They are not as popular as Falcon, but they have got really good review on Facebook. They
should enhance their marketing to attract large number of people.
8. Do you think facilities they give justify their prices? Value for money… their prices
are high or low as compared to the competitors? Rate on basis of food, hotels,
transport provided by them.
As far as prices are concerned they are bit high for students. May be families could manage
such prices but for students they are high.
9. Tell me one good thing about them and one bad thing based on your Experience.
Security could be a bad thing because if something bad happens like land sliding etc. So,
they usually don’t have any backup plan for that and the positive point is they are easily
approachable and convenient.
10. Highlight one Strength and weakness of Baydaar.
Strength I would say their staff and management and weakness would be high prices
because as a student you can’t afford such high rates when other companies are offering
same package at low rates.
11. What improvements you want from Baydaar in future? Any suggestions which can
be added in their services
To lower their prices and they don’t have an office setup so It would be good to have a
physical place for meetings.
12. Would you recommend Baydaar to others
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I had no experience, but my friends suggested me to travel with them because they enjoyed
a lot.
INTERVIEW # 3
Interviewer: Mahnoor Khalid

Interviewee: Yousaf
(Basic Information)
Age: 27
Education: Masters
Occupation: ---
1. Do you travel by yourself or with some tour company?
Most of the times I travel by my own, but when I am to travel to a place which unknown to me
than I prefer to hire some travel company
3. which tour companies are you aware of? Mention their names.
I am aware of few companies, like Eagle, Malik Travels and Baydaar travels and so on.
4. how did you hear about Baydaar travels?
I heard it from one of my friends, who used to travel with this agency.
5. what comes in your mind when you hear the word Baydaar?
It means ‘Agahi’ in Urdu. I think what they are intending to portray is that, us Pakistani’s don’t
about our land and beautiful places of our own territory, and its beauty so they are trying to help
us to see these places.
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6. what do you think about the promotional strategy of Baydaar? Is it up to the mark?
No, it’s not up to the mark. They should work on that.
7: how many times did you travel with Baydaar?
I have travelled with them three times.
8. do you think that their prices justify their services?
Yeah, as I have also travelled with some other agencies as well, so their prices are very reasonable.
9. Rank Baydaar in three parameters; price, food, transportation, you are to give Baydaar
marks out of five.
Price- 4/5
Food- 3/5*
Transportation- 4/5
*food was not what I expected it to be.
10. Tell us one good & one bad thing about Baydaar, based on your experience?]
Good thing is that they are well organized, so you don’t face any difficulty when travelling with
them. The bad thing is that their transportation facility is only available from Islamabad, as I live
in Peshawar, so it becomes somewhat troublesome for me to first come to Islamabad and then join
the team.
11. Any suggestion to Baydaar, for their service improvement?
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They should provide shuttle service to their customers belonging to cities, other than their cities
where they are to join their rest of the group.
INTERVIEW # 4
Interviewer: Akhtar Amin

Interviewee: Harris Abdullah
(Basic Information)
Age: 25
Occupation: ---
I am not a frequent traveler. I travel once in a year.
Most of the times I travel by my own and with my friends, but once I travelled with a tour company.
4. which tour companies are you aware of? Mention their names.
I know about, Baydaar travels, falcon and Aarifa travels and so on.
5. how did you hear about Baydaar travels?
One of my friends told me about this tour company.
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It means to wake up, but basically, it’s a tour company so I imagine of mountains and beautiful
places when I hear this word.
No, I think it’s not up to the mark because I personally never heard about them form any social
media sites, like Facebook, Instagram etc.
I have travelled with them once.
Their prices are moderate, their services were also good enough but the food they served was not
pleasing.
marks out of five.
Price-3/5
Food- 1/5**
Hoteling- 5/5
Transportation- 3/5
** One out of five score to food was due to the low-quality food and laxity in serving food.
11. tell us one good & one bad thing about Baydaar, based on your experience?
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Good part of the trip was their management team and camping and they were much disciplined.
The bad thing was their marketing. They need to spend more on their promotional and marketing
strategies.
12. tell us one strength & one weakness of Baydaar?
Main weakness I observed was their slow marketing and strength was their team which was well
disciplined and organized.
13. any suggestion to Baydaar, for their service improvement?
My suggestion to Baydaar is to increase their visiting sites accompanied with speedy improvement
in their marketing.
INTERVIEW # 5
Interviewer: Ahmed Jamal

Interviewee: Fahad Iqbal
(Basic Information)
Age: 32
Education: M-phil
Occupation: Research Assistant at Lums
I really like to travel so whenever I get a chance to travel I’d love to go to different places with
my friends. Sometimes we just go randomly without a proper just to get away from boring
daily routine. If we have less time we plan accordingly to the nearby areas.
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It depends e.g. If I am travelling with my friends I’d prefer to travel to travel alone. We want
to organize everything by ourselves but If I am travelling alone I would be more feasible for
me to travel with some company because managing everything alone is a very difficult task.
I am familiar of Falcon, Baydaar travels, Memon Travel and tours and many other local
companies.
I have seen Baydaar’s Instagram page. The page is very active. You can track all the
information about their past and upcoming tours from the page as they regularly post updates
there. My friend also told me about the Baydaar as well.
Hmm “smiles” …. ‘Active’ I would say.
industry?
Baydaar’s time management is quite good. Every time they follow the schedule give to
customers.
7. What do you think about their promotion strategy and are they popular as compare to
the other tourism companies like falcon and eagles adventure club.
They are popular on social media only, but Falcon has its own website and proper setup. So;
Baydaar should focus on that.
I had only one-time experience of travelling with Baydaar. I went to Skardu with them.
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9. Do you think facilities they give justify their prices? Value for money… their prices are
high or low as compared to the competitors? Rate on basis of food, hotels, transport
provided by them.
I think their prices are high as compared to services provided by them.
Food 3.5/5 *
Price 4.5/5
Transportation 5/5 **
*Because food they provided was limited. And while trekking no refreshments were given to
us.
**They were using smooth and very comfortable vehicles.
10. Tell me one good thing about them and one bad thing? Experience
The good thing was there management of whole event and for me bad thing was high rates
because other companies are providing the same services at low rates.
11. What improvements you want from Baydaar in future? Any suggestions which can be
added in their services
They are only focusing on northern part of Pakistan so, I would suggest they should also focus
on south Pakistan as well like Gwadar, Quetta etc. In this way people from north would also
get a chance to visit these places. Take some steps for improvement in accommodation as well.
INTERVIEW # 6
Interviewer: Aniqa Ijaz

Interviewee: Aqeel Azhar
(Basic Information)
Age: 50
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Occupation: Executive Engineer (Irrigation)
1. How often you travel and with whom mostly? (Like with family or friends?)
Off course I prefer to travel with family mostly, but I don’t travel much.
2. Share your experience about these travel companies as you travelled a lot.
I mostly plan travel with my family because we have the freedom to enjoy every place we are
going to, but it depends upon the place we are planning to visit. Usually our children decide.
3. Which travel companies are you aware of?
There are many companies, but I am only familiar with Pak trek and tours, Eagles Adventure
Club.
4. Did you hear the name “Baydaar Travels” before?
No, I am sorry I am hearing this name from you for the first time.
5. Are you an active Facebook user? How do you now about Falcon and Eagles?
I rarely use social media because of my job and I don’t find social media useful. Falcon was
sponsoring an event and my kids told me about, so I get to know about them.
6. Any one positive and one negative aspect you would like to mention about these travel
companies?
Negative aspect is that they charge much higher than what they should charge for the trip. I
can’t say about their positive points.
7. Any recommendations for Baydaar?
They should work on marketing because I really don’t know about this company.
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INTERVIEW # 7
Interviewer: Hurima Khan

Interviewee: Maryem Qindeel
(Basic Information)
Age: 31
Education: Masters
Occupation: Graphic Designer
I am doing a job, so I usually travel as I get some vacations.
Most of the times, I travel with my cousins. If we have our own vehicle available but sometimes
we also hire some tour company when we are to travel with cousins and other university
colleagues.
4. Which tour companies are you aware of? Mention their names.
I am aware of few companies, like Pakistan Adventure Club, Aariifa travels. I have travelled with
Falcon Adventure Club twice.
5. Did you hear about Baydaar? If yes than, how did you hear about them?
I have travelled with Baydaar twice, once towards Kashmir and Narran. One of my friends told
me of this agency when we were planning for Kashmir trip, so this was how I heard about Baydaar.
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It means to awake.
No, their promotion is not so aggressive because very less number of people know about them.
They still must work more on their promotion.
I have travelled with them twice.
Yes, their prices are very accommodating as compared to the rest of the agencies in this industry.
marks out of five.
Price- 4/5
Food- 3/5
Transportation- 4/5
11. Tell us one good & one bad thing about Baydaar, based on your experience?
The good thing about them is that their staff was well behaving and bad thing about them is that
they did not give as refreshment when we demanded for.
12. Tell us one strength & weakness of Baydaar?
Their weakness is poor advertisement and strength is that they do have the potential to further
strengthen their position in the market in future.
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INTERVIEW # 8
Interviewer: Ahmed Jamal

Interviewee: Mrs. Abdullah
(Basic Information)
Age: 32
Occupation: Research Assistant
1. Right! How often you travel and with whom mostly? (Like with family or friend)
I travel once a month and prefer to travel with husband and children.
2. How do hear about these travel companies
I have heard about them through friends, children, social media and banners etc.
3. Did you travel with Baydaar?
Yes, I went to Naran with them. It was a good experience exploring such beautiful places with
them.
4. Alright! What do you think, what makes one company different from another? I mean
what make a company unique from another?
Every company has its own uniqueness. So according to budget Baydaar is doing their best.
So, everyone is good.
5. Any one positive and one negative aspect you would like to mention about Baydaar?
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I don’t know much about the place, so they make posts about the place prior which attracted
me to explore these places and take responsibility of you regarding trip so it’s a positive
aspect. There were some privacy issues all of us were accommodated in one hotel so there
were families, so we were not given freedom that would be negative one.
6. Ok tell me, what influences you to travel with these companies?
I think we feel safe with them because they are experienced, and they know where exactly
we should go.
7. Any recommendations for these travel companies?
I just want to say to make better pricing for children etc. They should’ve lower their rates to
attract more families who take their kids with them
INTERVIEW # 9
Interviewer: Akhtar Amin

Interviewee: Ahmed Nawaz
(Basic Information)
Age: 42
Occupation: Marketing Manager
I travel once in two three months and I prefer traveling with friends.
I prefer traveling with companies because they manage everything for you very well.
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I am aware of Explore the Unexplore, falcon Adventure Club, Baydaar etc.
I heard about Baydaar through social media marketing i-e Facebook, Instagram.
I would say Baydaar means being Active.
industry?
USP must be their staff. They are very professional, and CSR also made them different from
others like they plant trees and they also try to maintain cleanliness.
7. What do you think about their promotion strategy and are they popular as compare to
the other tourism companies like falcon and eagles adventure club.
They are not popular to that extent their competitors are but on social media they are doing
good because I personally heard about them through social media.
I travelled with them once to Hunza.
9. Do you think facilities they give justify their prices? Value for money… their prices are
high or low as compared to the competitors?
I think prices are relatively higher than the competitors.
10. What is the strength and weakness of Baydaar?
I guess they made traveling easy for you that is the strength and weakness I would say
sometimes there are management related issues regarding food limitation and accommodation
etc.
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11. What improvements you want from Baydaar in future? Any suggestions which can be
added in their services
Prices are high, so they need to focus on that If they want to attract more people. Because I
believe price is the major factor people look up to before traveling somewhere.
12. Would you recommend Baydaar to others?
Yes, I would.
INTERVIEW # 10
Interviewer: Mahnoor Khalid

Interviewee: Sania Rabeil
(Basic Information)
Age: 28
Occupation: House Wife
It depends basically on our group, in which we are 5 people. We travel a lot by going to
Northern areas. Other than we have been to Baluchistan and Sindh also.
It depends what place are we going to, like when we go to Sindh and Baluchistan, the travel
agencies don’t take us there, so we must go by our self. Otherwise when we go to north we do
go with travel companies.
3. Which tour companies are you aware of? Mention their names.
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I know about a lot of companies, but I have travelled with Tourist a ran by Abdul Rehman.
They are based in Lahore. Other than that, I am aware of Bilal travels. After coming to
Islamabad, I came to know of Baydaar travels.
One of my friends living in Rawalpindi told me about this company.
5. What comes in your mind when you hear the word Baydaar?
It is basically a word from Urdu language, so it means ‘Jaghna’.
6. 7. What is the unique thing differentiating Baydaar from rest of its competitors?
Baydaar is providing very good services. I have travelled with a tourist as well; that was an
amazing experience. So, the service quality of Baydaar is the only thing keeping it unique in
the tourism industry.
7. What do you think about the promotional strategy of Baydaar? Is it up to the mark?
No, because if it was up to the mark I wouldn’t said that I came to know about this from one
of my friends. They are in dire need of promoting themselves. I think they should use billboards
and other tools to get themselves marketed. If I were in Baydaar I would have been targeting
universities; like NUST, it’s a big university with multiple adventure clubs. So, it would have
been my one of the top priorities, where I wanted to come. I would have distributed pamphlets
and would have displayed billboards in family gatherings too.
8. How many times did you travel with Baydaar?
I have travelled with them once.
9. Do you think that their prices justify their services?
They should lower their prices, as rest of the firms in this industry are having very cheap prices.
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marks out of five.
Price- 3/5
Food- 4/5
Transportation- 5/5**
** five out of five to transportation is due the quality transport they provided us during our
stay. We were pretty much comfortable in that.
11. Tell us one strength & one weakness of Baydaar?
Their strength is their service, especially their transportation. And as for as weakness is
concerned, they need to improve a lot as I mentioned their marketing in not so aggressive, so
they need to work on that. And they also need to focus on more areas like prices are bit high
than the rest of companies.
12. Any suggestion to Baydaar, for their service improvement?
They should move to other areas as well rather than being stuck only on northern areas. They
should take people to the other beautiful areas as well towards Punjab and Baluchistan etc.
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Focused Group # 1
Members: Ahmed, Bilal, Hafsa, Daniya, Elia, Farooq and Ghazal.
Questioned By: Hurima Khan
Q. Do you guys like to tour and travel?
Yes.
Q. Do you guys prefer to travel with family or friends?
Ahmed: Both, it depends on the situation; it can be a family trip or a friends plan.
Ghazal: If I am feeling adventurous, I like to travel by myself.
Q. Do you people like to travel on your own or with a travelling and tourism agencies?
Ahmed: If I travel on my own, it gets very hectic to manage everything e.g. food, accommodation
and transport especially. So, I personally prefer to travel with a travel agency, it basically saves
me from the hassle of managing everything along with the tiresome travelling. Everything is
preplanned, so it provides convenience.
Bilal: If I travel with my family, I like to do that through a travelling agency because everything
gets done through a proper channel and it’s safe. But sometimes when friends make plan, we end
up going on our own just to keep the adventurous spirit alive.
Daniya: In Pakistan, it’s quite difficult for the girls to travel on their own, because of the safety
concerns. So, whenever there’s a plan we reach out to a travelling and tourism company to enjoy
a secure trip.
Q. What is your prime concern when you plan to travel? Is it the budget or the enjoyment?
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Elia: It’s the budget usually, since we are students we have to look after our expenses.
Q. Let’s talk about the pricing. Do you guys think that travelling agencies charge fair prices
for their services?
Ahmed: The travel agency I have travelled with is economical as compared to managing expenses
on my own. So, I’ll always prefer that.
Ghazal: Being honest, travelling agencies do charge extra, but it saves you from the hassle so it’s
better to pay the extra price for the comfort it provides.
Q. Have you guys heard of Baydaar Travels?
Yes.
Q. What do you guys know about Baydaar Travels?
Ahmed: I don’t know a lot about them, but I have seen their pictures a lot while scrolling through
my social media.
Bilal: I have heard about them through friends who have travelled with them.
Q. Can you guys highlight strengths or weaknesses of any travelling agency? Please share
your opinion?
Ghazal: It promotes the culture of travelling and exploring the natural hidden beauty of our
motherland. Due to existence of such travelling agencies people have started showing more
willingness to travel. I believe that more travelling and tourism agencies should be started so that
we can promote tourism in Pakistan on a global level.
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Farooq: When you travel with an agency, you have no command over the food and
accommodation and, that is exactly where these agencies take advantage of the vulnerability of
their customers. In my opinion, they need to raise their standards when it comes to food and
accommodation.
Elia: Travelling agencies have their own time table and travelling plan which all of the travelers
have to follow. So, they cannot decide where they want to spend most of their time.
Q. What opportunities do you think travel agencies can avail and is there any room for
improvement?
Daniya: As far as travelling agencies based in Islamabad are concerned, they keep on taking their
customers to the hilly areas. I would like to suggest them to also organize trips to other tourism
spots.
Q. Overall, in your opinion, what do you think is more preferable? Travelling through an
agency or by own means?
Hafsa: I believe that travelling by own means is far more stressful and you don’t enjoy as much,
since, you must look after everything. I remember the last time I went with my family, we used to
arrive at a place and then it would take an hour or so to find a rest house, and when it came to
sightsee we missed a lot of places. But, there was another trip that I went on with my friends
through a travel agency, I enjoyed a lot and was able to visit every place in time.
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Focused Group # 2
Members: Aqeel Azhar, Talal Asfar, Ushna Shah, Mrs. Naila Kanwal, Maaz Ashar, Aizad Yar
and Ms. Zonash Malik.
Discussed By: Mahnoor Khalid and Akhtar Amin
Q: How often do you guys travel?
Aqeel Azhar: Normally in the summer vacations and winter vacations, whenever my family
demands or when i have ample amount of time to de stress and travel.
Q. Do you guys prefer to travel with family or friends?
Aqeel Azhar: with both family and friends. But usually I travel with my wife and children.
Ms. Zonash Malik: It depends. If it’s the northern areas, then I might visit only once a year and
since it’s far, I ‘d prefer to go along with my family.
Q. Do you people like to travel on your own or with a travelling and tourism agencies?
Aqeel Azhar: Usually what happens is that travelling agencies offer pre-set dates and plans which
might not be feasible with your schedule, so, when I make a plan for travelling I keep everyone’s
schedule in mind and usually make it with my family, we go on our own following the travelling
pattern travelling agencies follow.
Talal Asfar: When it comes to travelling abroad, I like to contact a travelling agency but, when I
am travelling inside Pakistan I do it on my own, since transport and accommodation facilities are
easily available. And my family is more comfortable with personal vehicles and drivers.
Q. Do you find travel agencies expensive?
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Aqeel Azhar: Yes, if you visit Hunza or the northern areas with travel agency, they charge you
around 24,000-26,000 PKR. But on the other hand, I once travelled with my driver, we had to bear
10,000 each.
Mrs. Naila Kanwal: I would disagree here, because when I traveled with my family to Hunza by
my own means, I ran short of money and couldn’t afford the services travel agencies like Baydaar
travels were providing in similar price range. The reason behind that was our poor management.
Travel agencies have everything sorted out and also, they have drivers who know shorter routes
which also save time and money. So, in my opinion, travel agencies like Baydaar are preferable.
Aizad Yar: A few years back I got to visit Mushkpuri and Khanpur Dam along with my family.
The trips were organized by travelling agency and were very economical.
Aizad Yar: Also, I have never really travelled with Baydaar Travels, but I have heard a lot about
them from colleagues and families, they also have an extensive presence over social media. Many
social media influencers, photographers and bloggers promote their company by collaborating and
travelling with them. What I have learnt through following these influencers is that, though they
are a little pricier but they also provide you the services accordingly. So overall, it’s a good value
for money.
Q. What benefits do travelling agencies provide?
Aqeel Azhar: It’s a very good opportunity for people who don’t travel a lot mostly because of the
hassle that comes along with the travelling, here they can find everything all planned and sorted
out for them, all they must think about is the travelling and enjoyment.
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Mrs. Naila Kanwal: Also, these agencies are very preferable if a family wants to travel,
youngsters can prefer travelling on their own, but it might get difficult for the families due to safety
reasons.
Aizad Yar: Also, if safety and security is concerned, if girls want to travel on their own, parents
don’t allow them easily. But when a platform like Baydaar ensures safety, it also encourages the
parents to let their children travel by themselves.
Maaz Ashar: A friend’s family recently travelled with Baydaar and she shared a very positive
experience with me. According to her the experience was very safe, secure and comfortable.
Q. Can you highlight any weaknesses of Baydaar Travels?
Aizad Yar: It’s the price. It would be better if they can manage to reduce them a little.
Ms. Zonash Malik: They should come up with more packages according to various budget ranges
for families who travel with young children.
Aqeel Azhar: Lowering the prices would also help them in reaching out to a large number of
potential customers and that’s how they can manage the loss, if there is any.
Q. What people do you think Baydaar travels is trying to target?
Maaz Ashar: As of now, if we look at their social media marketing they are only targeting
youngsters. But, according to me if they want to expand their target market they should also offer
packages that families find attractive.
Aizad Yar: And if we talk about families only, there are a lot of traveling agencies that offer
cheaper packages than Baydaar who only target youngsters. So, Baydaar should keep in mind the
discount factor for families who have to manage everything in their limited pocket money.
39 | P a g e
Ms. Zonash Malik: They should emphasize more on marketing and should offer different
packages for different marketing segments. Because every family can’t afford to pay high prices
if the family is extended.
Talal Asfar: Because currently they are only promoting their company through their social media
presence. I have no idea of their logo or have never seen a proper advertisement. All I know is
their name and a few pictures that I have seen over the internet, which I don’t think are enough to
promote a tourism and travelling agency.
Aqeel Azhar: They should also hire professional photographer who market the services of
Baydaar Travels by adding their logo along with the photographer watermark in the pictures. They
should find activities to attract children.
Aizad Yar: I think, they should also release some teasers and videos from their prior trips. They
should also use multiple marketing platforms to advertise their services (TV, newspapers), because
social media only follows the trends, it gets difficult to keep up with them on an everyday basis.
Q. What suggestions would like to give to Baydaar Travels?
Ms. Zonash Malik: They should spread more awareness about their service if they want to
entertain a larger target market. A lot of families and older people hardly know about them. The
only source they have is their children who tell you about different agencies.
Maaz Ashar: They should target more segments. Families have more potential to invest hugely
in travelling agencies.
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Aqeel Azhar: They should also promote travelling to Southern Pakistan as well. It also has a lot
of worth visiting beautiful places. And I will prefer that my family has knowledge about historical
places of Pakistan.
Talal Asfar: They should also focus on lowering their prices as well. Besides, they should conduct
brand awareness programs for families. Otherwise, why would I invest in such agency which has
no big existence and also my family’s safety is important.
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Appendix # 2
Questionnaire Analysis
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NUST Business School

MKT-535 Marketing Management

Ma’am Rabeil Khan

Team: The 3Ds

(Surah IBRAHIM- Ayah 38)

Industry: Travelling & Tourism

 Ijlal Asghar Khattak (CEO)

 Falcon Adventure Club

GENERAL MARKETING STRATEGY:

Interviewer: Hurima Khan

1. How often do you travel?

2. Do you travel by yourself or with tour company?

made by the company. So, they are convenient basically.

3. Which tourism companies you are aware of?

Adventures and tours etc.

4. How did you hear about Baydaar?

through social media advertisements like Facebook and Instagram.

these companies usually attract youngsters.

8. How many times you have traveled with them?

the transportation, food and hoteling cost.

transport provided by them.

strategy as well if that want to be consumer oriented.

Rating price-3.5/5 food-3/5 transportation-3.5/5

11. Highlight one Strength and weakness of Baydaar.

be added in their services

13. Would you recommend Baydaar to others?

Interviewer: Aniqa Ijaz

I travel usually once in a month or two.

2. Do you travel by yourself or with tour company?

3. Which tourism companies you are aware of?

adventure clubs of different Universities.

4. How did you hear about Baydaar?

experience with you guys’.

companies don’t do that

should enhance their marketing to attract large number of people.

transport provided by them.

such prices but for students they are high.

approachable and convenient.

10. Highlight one Strength and weakness of Baydaar.

same package at low rates.

be added in their services

physical place for meetings.

12. Would you recommend Baydaar to others

Interviewer: Mahnoor Khalid

1. Do you travel by yourself or with some tour company?

than I prefer to hire some travel company

4. how did you hear about Baydaar travels?

us to see these places.

No, it’s not up to the mark. They should work on that.

7: how many times did you travel with Baydaar?

I have travelled with them three times.

8. do you think that their prices justify their services?

marks out of five.

*food was not what I expected it to be.

11. Any suggestion to Baydaar, for their service improvement?

where they are to join their rest of the group.

Interviewer: Akhtar Amin

1. How often do you travel?

I am not a frequent traveler. I travel once in a year.

2. Do you travel by yourself or with some tour company?

5. how did you hear about Baydaar travels?

One of my friends told me about this tour company.

places when I hear this word.