PROJECT RE P ORT 01 Pathao in Malaysia Mkt 382.03 GROUP 03 Prepared for: Syed Kamrul Islam Name ID Md. Mahfuzul Islam 1621747030 Syeda Faiza Sogra 1831652630 Mohammed Fahimuzzaman 1921031630 Md Deen Islam 1921275030 Sadia Hasan 1922147630 We chose Pathao Ltd. for our project and the primary goal is to create a strategy for marketing and promotion of this particular service 02 Introduction The specific objective of this research are as follows: • Identify the challenges • Provide an overview of Pathao Inc. • Demonstrate the current condition of ridesharing services The report is based on secondary data sources. We used browsed the internet. different books and 03 Company Overview Pathao ltd is Bangladesh's newest and fastest-growing digital ride-sharing firm. Pathao began its adventure not with an internet transportation bike service, but with a delivery business that spanned the entire country. The concept of online bike service arose from the delivery business, where they already had some bikers who delivered things through bike service. Pathao has used several marketing strategies in Bangladesh, such as promoting a user-friendly app, promo 04 Marketing Strategy codes, and advertisements. To promote in Malaysia we will be using the following strategies: • Social-Media Advertising • Offering promo codes • Sending Text messages • Seamless app • Collaborating with influencers • Sponsoring different shows History and Culture 05 • • • • • • • • Malays are an Austronesian ethnic group native to eastern Sumatra, the Malay Peninsula a Commonwealth member, is the result of the political union of former British colonies Bikes and cars are a common and convenient medium of transportation for passengers. ethnographic culture social attitude is built on the pursuit of democracy, formal education, equal opportunity for all races bring this diverse group of people together Malaysia's economy has evolved from one based mostly on raw material exports (rubber and tin) transportation networks developed significantly in the second part of the twentieth century 08 Product market Service marketing can be simply described as the concept of promoting and marketing a service or an intangible product to a particular group. Pathao in Malaysia, will offer ridesharing services. Malaysia's high development in the transport sector is mostly attributed to vehicles for first and last-mile connectivity. In Malaysia, ride Hailing Provider Social factors can be seen as socio- There has been an increase in tax was cultural aspects it covers common for petrol which shows that the approved legal conditions of the beliefs, Malaysian government is concerned Ministry of Land, Infrastructure, population growth, age distribution, about Transport, and Tourism. However, health however, in late 2017, Prime Minister Najib direct how to do things and tackle provide subsidies for ride-sharing Razak's problems apps. not operated cabinet under legalized the ride- hailing services. 06 norms, principles, consciousness, in etc. the that country, environmental if needed issues, they can community, and society. P Politics E S E Social Environment Economy T L Technology Legal Malaysia’s GDP was 336.7 billion As technological innovation took Malaysia’s government is very strict USD in 2020, it shrank by 4.5% in place, people don’t need to wait for when it comes about rules and 2021 due to COVID but expected transport. regulation. economic growth of 5.55-6.65 in smartphones, 2021. So, it can be said country’s bike/taxi as their transport. economy is favorable for Pathao. By using they can their call Strengths 07 - Pathao’s main focus is that delivering Weakness - Pathao is completely dependent on the products on demand and it is very handy in an emergency. app, which means if the app faces any glitches, it might They will provide transportation at affordable price. Pathao hamper the revenue. already has online payment method as well as cash in Bangladesh. So, when they will expand their business to Malaysia they will update those payment methods according to the demand of customers. Opportunity SW OT - Pathao has positive feedback in Threats - Pathao will be new in Malaysia and there is Bangladesh and if it can grab wide customers, they can already other ride-hailing app like GRAB. Malaysia is very expand businesses in Malaysia by expanding their services to strict with rules and regulation, so if there are any problems Pathao courier and Pathao food delivery. with local authorities it can lead to fines. International Logistics 09 Logistics is basically the transportation from one place to another. As we know, Pathao is service-based so there is nothing to transport. Moreover, expanding Pathao’s service to Malaysia will be very challenging. Firstly, a sufficient amount of capital is needed to introduce a new service company. Then all the necessary documents such as government approval, licenses, road permits will be needed. Contingency Plan 10 The initial plan is to directly launch Pathao in Malaysia. In some cases, if the plan does not work, the backup plan would be to merge with the Malaysian Taxi company. The majority chooses ride hailingapps over taxis as they are cheap and comfortable. So, if Pathao merges with the Taxi company, it can be beneficial for both of them. The taxi company can earn passengers while Pathao can also do it through some offers and promo codes. However, Pathao will have to share profits so that is a con. But the ultimate factor is Pathao can enter the market without any major problems. Situation Analysis 11 Situation analysis is a process for an organization that evaluates any condition which might affect the organization. It provides the knowledge to identify the current opportunities and challenges to the organization, service, or product. 12 Marketing Communication Objective ● ● ● ● Increase brand awareness Boost sales Increases market share Enhance image 13 Marketing Communication Strategy In this stage, our task is to send the right marketing message to the targeted customer. Maintaining the right time and right medium is also needed to achieve our goals. People: Primarily young adults, university students, and new users. Message: We Ensure the best quality service among the existing competitors. Timing: Evenings and weekends are the proper time to promote our service. Place: Social media like Facebook, Instagram and YouTube are mostly suitable places within the budget range to market our service. Marketing Communication Mix 14 Communication Objectives ● Advertise ● Media Campaigns ● ● ● ● ● Launching event Launching discount Weekly discount Promo code Seasonal discount Increase Sales by Promotion Enhance brand image by Social Media Marketing ● Facebook ● Websites/Apps ● Youtube 15 Budgeting S OC IAL M E DIA RE P ORT 16 Implementation , Mo nitoring and Con t rol ● Direct advertising ● Rational appeal ● lookout for areas to improve ● rating service provides a data-driven approach ● deduce a pattern and choose to either correct or remove the issue ● Check to see whether the goal match the performance ● Feedback Conclusion 17 Malaysia is a country with a bright future for Pathao. The ride-sharing business has already begun and has been well received by the locals. As an international company, Pathao has a huge opportunity in Malaysia, despite the fierce competition. The overall situation in Malaysia gives Pathao a positive vibe, hope, and opportunities 18 THANK YOU!!!!!
