Bykea COD Vimal

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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CONTENT:
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Company Name : BYKEA
Product: CASH ON DELIVERY AND GREEN MARKETING
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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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References
https://www.similarweb.com/website/bykea.com
www.bykea.com
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Marketing Plan Company/Product Subject/Year

Marketing Report on:

Company Name : BYKEA

Product: CASH ON DELIVERY AND GREEN MARKETING

and helping us all through our professional career.

morals and values.

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

Sample Marketing Plan

practices will affect your enterprise.

1.1 Mission Statement

and easy commute service.

2.0 Current Market Position

drops on the pre-mentioned drop off location.

are different training centers for the riders.

Base fare: Rs. 35

Per KM: Rs. 4

Per min: Rs. 1.5

Minimum Fare: Rs. 40

promo codes as discount.

monitoring the riders’ working behavior and patterns

2.7 Physical Evidence

3.0 Market overview

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

competitiveness as compared to economies having poor networks. Enhancements in

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

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.

Sociocultural : this bykea service has no any cultutal effect.

company is true or our product is safe.

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

finances, talented managers”

bikes and bike ware”

benefits to gain customer importance

“Not much completion in bike industry “

4.5 Key issues

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

From the SWOT, the key opportunities include:

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

turnover that is a massive issue in this business.

 Basic salary packages for riders

 Cheaper fares than Bykea

 Competitive App interface

 Vheelz has strong base in Islamabad and Rawalpindi

 Lack of variety of services

 Weak marketing strategies

Over the next 12 months, Bykea will undertake:

• 10 C.O.Ds daily on average

Over the next 12 months, Bykea will:

 Bykea will charge 2% on the amount of COD

6.3 Customer Base

Over the next 12 months, Bykea will:

 General customer will also be using COD service

6.4 Ansoff’s Matrix