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Assignment example 4 Marketing mix
Strategic Marketing (North South University)
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5 Marketing Mix
The marketing mix is the tool of developing a successful strategy and it represents
the 4ps of marketing which are product, price, promotion, and place (Kotler et
al.,1999).
9.1 Product
For developing a marketing mix, product strategy is very important for a company as
it’s the core property that satisfies the needs of the customer (Smalley, 2017). Pathao
is an online-based platform that provides a wide range of products in one app for its
customers. Some of its products are unique in the market and Pathao is the only
platform where customers will get all services that are essential in day to day life
(Pathao, 2019). Pathao app is designed very attractively by marinating the color
combination with the brand, which is red and white. Besides, the app is planned in a
way that anyone can download it easily and find it user friendly.
Pathao is providing services with its tagline “#1 Platform for All Services” and this
mantra will be followed in India as well while launching Pathao in India.
While doing business in India Pathao will provide the following services with its app:
 Pathao Bike: To save time and get rid of traffic Pathao Bike service is very
essential for the people living in busy cities.
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 Pathao Car: To ride more comfortably Pathao car provides the cheapest ride
in a pre-agreed flat fare.
 Pathao Food: With the partnership with many famous restaurants Pathao
delivers favorite food from the restaurant to the doorstep of the customers.
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 Pathao Parcel: With Pathao Parcel customers can send documents and
parcels as it is one of the trusted delivery services.
 Pathao Courier: Pathao courier delivers e-commerce packages the fastest
and reliable way.
• Pathao Shop: Pthao shop provide wide ranges of products where customer
can shop their relevant items and get them with the fastest delivery of Pathao.
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9.2 Price
For doing business in a foreign market setting up price is a very important factor
to be successful in the market. To operate the business in India Pathao will use
mainly penetration pricing which will help Pathao to gain the market share by
charging lower prices compare to the competitors in a new market. Also, the
market segmentation and target market of Pathao supports the pricing strategy of
Pathao, and charging low fare will increase brand awareness in the minds of the
customers. So, with the estimated fare before the booking (upfront pricing) of the
services customer will know about the low pricing factor. Furthermore, Pathao will
not charge different fares in peak or off-peak time like its competitors. If there are
high demand and limited service available at that time also the fare will be fixed,
and it will be cheaper than the competitors. On the other hand, Pathao will
provide a discounted price in the first three months of the businesses for example
a discount of 100 rupees on the first 3 rides or 3 orders. Also, on the specific
occasion of like religious festive in India Pathao will offer discounts on its ride.
9.3 Promotion
Fill (2014), has postulated that marketing communication should be a dialogue
between the organisation and its target customers to enable the organisation to be
positioned in the minds of these target customers. For Pathao various
communication channels can be used to reach the target audience. The main
communication method in India will be through social media mostly YouTube and
Facebook as according to Keelery (2019), Facebook with 76% and YouTube with
82% accounted for the largest penetration of the 3rd quarter of the year 2019.
Besides traditional media like a TV commercial, newspaper, and magazine
advertising will be used to promote Pathao app and its benefits. However, noise in
the communication process will be present and for the solution, the length of the
information needs to be shorter and there should be high control over the
communication message.
For Pathao promotion below medium of communication can be used:
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Brand Ambassador: In Bangladesh Patho is using Mashrafe Mortaza captain of
‘Bangladesh National Cricket Team’ as a Brand Ambassador of Pathao (Pathao,
2020). In India, people also love cricket games a lot and it becomes a part of their
culture now and people of India follow the cricketer as their idol also. Choosing a
brand ambassador for Pahtao will be a very important factor. In this case, Pathao
can choose ‘Virat Kohili’ the captain on the ‘Indian National Cricket Team’ as a brand
ambassador of Pathao. This strategy will help to grow the market of Pathao in all the
targeted places of India and it will also help Pathao to expand soon as people will
know the brand name due to the brand ambassador.
Digital Media: To digitally promote Pathao apps and its offer YouTube and Facebook
communication will be used to reach the customer so that customers can avail of the
offer (discount/coupon code) and get to know about the information regarding the
app in online. Therefore, an effective static post will be essential to communicate
properly with the customer.
Figure 13: Static post for digital communication created by the author of the report
Furthermore, over digital media, video marketing will be used to promote the
brand by maintaining the culture of the country.
Newspaper and Magazine: By using the top newspaper and magazine
communication of Pathao can be done which will help to reach a mass audience and
it will increase the brand awareness and knowledge among the people of India.
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Therefore, advertisements will be given in some top and specific newspapers and
magazines according to the targeted demographic area for example Dainik Jagran,
Dainik Bhaskar, Hindustan Dainik, Dainik Anandabazar, Dina Thanthi The Times of
India, Ananda Bazar Patrika, etc.
Figure 14: Advertise on newspaper and magazine created by the author of the report
TV Advertisement: TV is an important mode of communication to reach a huge of
customers. So for promoting Pahtao only to increase brand awareness and attractive
TV commercial need to be made and the length of the commercial must be within 30
seconds because the higher length of the commercial will distract the attention of the
viewer and control of the message can be lost as opined by Romaniuk (2009).
Direct Marketing: Direct marketing is the most essential element for a ride-sharing
business and for Pathao it is a must. Any kind of offer and update needs to be sent
to the customer via SMS. Besides, email marketing can help to reach specific
customers easily.
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Figure 15: Direct marketing (SMS) by Pathao created by the author of the report
Personal Selling: By opening up “Pathao booth” on the roadside or in front of a
crowded place or near petrol station the employee of Pathao will help to inform the
customer about the app and help both customers and drivers to install and set up the
app in their phone.
Billboard/Poster: By adapting the local culture of India billboards or posters will be
made to attract the customers. As Indian people are fond of Bollywood movies a lot
so the Billboard or poster will be designed in the shape of Bollywood movie film’s
style.
9.4 Distribution strategy
For doing business in India ‘Pathao’ needs to use direct distribution strategy. A
direct- distribution channel is maintained and organised by the company or the
manufacturer itself and in this way, customers get the products or services directly
without any intermediaries from the company (Ross, 2019). Pathao will use app for
the providing services to the customer so direct distribution strategy suits best with
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them. As a result, the company will have control over the registered driver and will
ensure customer safety and satisfaction. With the owned car and bike of Pathao,
there will be independent vehicles and drivers who need to be registered with
Pathao for giving the services to the customer and customers just need to download
the app to avail of the services.
Figure 16: Direct Distribution of Pathao (Created by Author of the report)
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