Daraz could very well be known as the Amazon of Pakistan as it is the biggest one stop shop

where everything is available under one market space and thousands of people have made

purchases worth millions. Started in the year 2012 by Rocket Internet, Daraz seems to be

working hard thereby making its mark in the online industry as it has reached 2020. It got

through an extensive app revamp in 2018, the same year when the Chinese multinational

conglomerate Alibaba acquired the company. Furthermore, it went through several developments

in the following year resulting in its massive growth.

We, as a group find Daraz a very interesting platform to perform re-branding on it as it possesses

the traits of a company that has reached a standpoint of a multimillionaire company, yet it has the

potential to do so much more.

The company thereupon witnessed several successful campaigns in 2019. It celebrated the 2nd

edition of its Daraz 11.11 in 2019 that received 1 lakh plus orders and registered above 3.5 lakh

users in a single day, which is double in numbers in contrast to the company’s 11.11 campaign in

2018. It is also one of the few companies that have introduced the digital wallet systems of

payment as it would be implementable from 2020 onwards.

We feel that Daraz has capitalized on the 11.11 campaign for the past three years but it needs to

do something new and different in order to penetrate a market of individuals who are in the mass

market as well as would be making regular purchases comprising of high value items.