Careem

MARKETING PLAN

Faiz Muhammad
Khudadad
Kiran
Mansoor Ali | June 21 2019
Contents
EXECUTIVE SUMMARY OF CAREEM.................................................................................2
CURRENT MARKET SITUATIONS........................................................................................2
Market Description...................................................................................................................2
Product review..........................................................................................................................2
Channel and Logistics Review:................................................................................................3
Competitive Review:.................................................................................................................3
Local Rickshaw:....................................................................................................................3
SWOT ANALYSIS.......................................................................................................................3
Strength.....................................................................................................................................3
Weaknesses................................................................................................................................4
Opportunities:...........................................................................................................................4
Threat:.......................................................................................................................................4
OBJECTIVES AND ISSUES.......................................................................................................4
MARKETING STRATEGIES....................................................................................................5
Research:...................................................................................................................................5
Product......................................................................................................................................5
Promotion:.................................................................................................................................5
Place:..........................................................................................................................................5
Price:..........................................................................................................................................5
ACTION PROGRAMS................................................................................................................5
BUDGET.......................................................................................................................................6
CONTROLS..................................................................................................................................6

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EXECUTIVE SUMMARY OF CAREEM
Careem is a multinational transport provider company was launched back in 2012 in
UAE by Mudasser Sheikh, Muhammad Illyas and Magnus Olesson. Careem started its
service in one of the busiest countries of word i.e. UAE based on App. Now it has
expended its business in more than 30 cities of Middle East and south Asia. Careem
launched it service in 2015 in Pakistan (Karachi) and in 2018 it finally stated its service
in Sukkur (3rd largest city of Sindh).

Its pillars are captain and vendor, captain is a driver and vendor are the owner of car
whose car will operate under the umbrella of Careem with 20-80% ratio. Whatever
vendor earn in month it provides its 20% income to Careem. Now days in Sukkur there
are 30 cars and 15 bikes operating

CURRENT MARKET SITUATIONS

Careem started 1 year ago in Sukkur currently we have 12 cars in Sukkur city and Rohri
city. Our target market is people of young and old age. Specially the one who travels a
lot. There is not any other official firm of taxi in the vicinity of Sukkur, although there
are local taxis and auto rikshaws capturing the major market share. We allow only those
cars as our taxis which are registered after year 2000.

Market Description
Careem majorly target on youngsters of IBA university as they travel a lot and as they are
hostellers so they don’t have their own vehicles and we target females of Sukkur as they
need secure way of travel and our every driver is trained and have license, we focus on
office employees as they want comfort for travel with low cost and we are best in it.

Product review
Careem offers only two types of vehicles as their product that is BIKE and GO. Bike
includes simple CD 70 bikes and can ride only one person other then driver that is much
cheaper than GO. On the other hand, GO includes cars which can take 4 person other
than driver. Every car is having registry of minimum year 2000.

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CHANNEL AND LOGISTICS REVIEW:
Careem Sukkur take booking a ride on online. We can book a ride through a Careem
app very easily and we can book a ride of Careem on mobile and on web. On the time of
booking we enter the pickup and drop-off location and select the car type. There is no
third party involved in taking booking and reservation. Like our friends and relatives,
they are work at Careem. Customer can contact Careem through Facebook page and
websites.

Competitive Review:
Nowadays competition increase day by day in every business due to lots of reason like
due to awareness and due to technology. But overcome the competition everyone
business trying to focus on the customer demand. When we are talking about overall
Careem competitor then their so many competitors of Careem Pakistan. But when we are
talking on only on the Careem Sukkur then there is one competitor.

Local Rickshaw: They can be tough competitor of Careem Sukkur because before
Careem everyone prefer rickshaw that why it’s not easy to switch into another vehicle.
And other thing is that many people safe problem in using Careem app, they are not using
properly that why people avoid the Careem, because of this thing’s rickshaw is tough
competitor of Careem Sukkur.

SWOT ANALYSIS
STRENGTH
Firstly, Careem has feasible environment for its riders. Riders can get easy access to its
cars rather than taxies through one click they only need to be connected throw any
medium of connectivity and make their ride from their home

Secondly, Careem service is cheaper than other local rickshaws and cars that provide
Careem a competitive advantage in market.

Thirdly, Careem has flexy hours for car drivers to operate as per their wish

Lastly. Careem has higher local cars and bikes rather than to purchase it’s on vehicles, so
it provides leverage Careem at lesser investment to capture immense market in order to
gain higher profits

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WEAKNESSES
Firstly, drivers are not as loyal to Careem an employee to be.

Secondly, Sukkur is a city where, citizens are not interested toward new method of
transport because of many reasons might be due less knowledge regarding using Careem
app, data, unacceptable behavior of drivers and many more.

Lastly, Careem haven’t that much number of vehicles to remain active in 24/7 and to
available for almost every customer

Opportunities:
The technology development is opportunity for the Careem to get new market like
interrelated cities to Sukkur like Ghotki, Shikarpur, which is still not being covered and
have a great opportunity for them. Also, must meet the demand of the people is itself a
great opportunity.

THREAT:
The threat for the Careem is the arrival of new company that offers same kind of service.
And, it has the threat of government rules and regulation for the Careem, because has
been affected earlier by the rules and regulation of the company. And tax system may
affect the company operations like imposing of excess tax on the service sector offerings.
And last is grouping of the Vehicle providers the grouping of Cars bikes and other related
material may affect the company processing.

OBJECTIVES AND ISSUES

1. Careem focus on providing better quality transport to customers but it has a
serious issue that its drivers are not trained to handle customers and provide them
better experience to customers.
2. Adopting newer version of technology is one of the main concerns of Careem but
has many issues regarding adopting of technology by customers especially in
Sukkur where using of smart phones and accessibility of internet is less concern
for individuals

MARKETING STRATEGIES
Careem objective is to provide rides to every possible customer through providing
different ranges of vehicles from Bike to Vagnor. Providing verity of vehicles, is Careem
best marketing strategy

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RESEARCH:
Careem is collecting data from customer throw app by asking them to rate our service in
this way they are not collecting data to identify the behavior of driver but also it gives
them hint about customers’ interest. They are also asking customer about review in order
to get some valuable suggestions regarding further improvement

Product
Careem is one of the best transport services in digital world. Careem has 30 cars of
different varieties as per customer need from simple Mehran to GLI and they also have
around 15 bikes for individual customer

Promotion:
Careem is highly involved in promotional activities in Sukkur by providing different
PROMO codes and few free rides for new customers. Last year Careem celebrated 14th
august in Sukkur IBA by providing free T-Shirts and cake cutting ceremony held in main
city park just because to create awareness of Careem in local market

Place:
Careem is operating in more than 30 cities in Middle East and South Asia. In Sukkur
Careem service is 24/7 operating within the city. A customer can get benefitted of it
throw Careem app which enable a customer to trace the location of vehicle or he/she can
see data of driver and about the feasibility of vehicle.

Price:
Careem prices isn’t much higher nor lower than local rickshaws but it provides better
facilities to rider that why it has a competitive advantage. Its prices are almost same for
every category of care but not for bikes.

ACTION PROGRAMS
Recently careem sukkur launch newly product bike for our convenience . the careem
service operational 24 hours across all the market they are available in.in careem app we
have an option for car type according to our need and size of family. According to
careem policies and for customers safety their drivers cannot pickup passenger more
than the car capacity. Careem give the packages from which we save the money on our
daily rides like on 3 rides we save up to 30%and on 6 rides we get PKR 120 off each ride
and on q0 rides we save up to 45%. For example, if during ride we get into accident the
we can contact to careem for the help and not in ride the we can report the problem
related to ride.

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Careem get feedback from every customer about the ride and their divers. They
encourage their customers to rate the divers after every ride, if service is good then
customer give them 5 star and tip and if service is not good then tell them why. From this
process they evaluate their divers and also customer perception about their service.
Through this process they improve their service for getting customer loyalty.

BUDGET
Initially Careem is working good in Sukkur they are generating huge profit when they
started service in Sukkur but by the passage of time people of Sukkur thought that they
cannot afford car to travel in Sukkur or Linked area of Sukkur because they realize that
they are charging huge fare that people of Sukkur cannot afford but later on Careem
Started bike service to gain the lost customer, But still it is penetrating and almost
Careem is on breakeven in Sukkur, by Coming months they are thinking on the
promotions and discounts. By that they will penetrate in the market to gain huge profit as
they gain in starting, we have place billboards in different areas of Sukkur city, like
military road, queen’s road, Bandar road , mission road ,Airport Road. And we will do
promotion through different mobile applications like Easy Paisa, and we will promotion
through the email and mobile SMS.

CONTROLS
Careem Sukkur is totally customer oriented as they control their quality through customer
feedback. It manages all activities by the help of online application which is installed in
every customer’s mobile on that customers give stars to drivers on their performance and
give feedback and careem is very much responsive to it. As some cases were arise in
Karachi of harassment and theft after which their control system became much stronger.
The GPS tracking system also plays vital role in control which shows the manager and
customers that on which location every cab is going.

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