Principles of Marketing

Assignment No: 04
Group Members: Reg#
Hasaan Rafique 70068128
Kamran Ali 70068068
Hassan Irfan 70068135
Shehzor Amir 70068123
M.Awais 70068130
Channel Design Decision for the Service

What segments to serve (Customer):

Through direct experience, our team at SWVL has experienced the
challenges associated with daily commutes i.e. Students and Employees
within the city. Rickshaws tend to be unreliable and expensive and car
companies are prohibitively expensive. SWVL offers a unique opportunity
that enables you to commute within the city at your own convenience, in
comfort and at affordable prices.
Channel Objectives:
Considering the fact that Daraz has more than a million users/customers,
SWVL used it as a good channel of promotion.
 Alternatives:
Intensive Distribution (Quicker, Reliable and Cheaper):
Commutes using the SWVL Application are quick you’ll be able to navigate
through the city to your drop-off point, in the most effective and efficient
manner possible. Your commute time shall roughly be the same as it would
be if you were to go on your own car. Save in exceptional circumstances,
with SWVL you’ll always reach your drop-off point, no matter what.

Promotion Tool:
Advertising:
A cross-platform media campaign helps in reaching
consumers more effectively, SWVL has achieved great results through utilizing
Search, Display, YouTube and Apps.
SWVL used its existing video content to create short, localized video ads that it
could show to relevant people across Facebook, Instagram, Messenger and
Audience Network. It built awareness with informational videos that
demonstrated the benefits of SWVL and encouraged people to install the app by
running further ads with the app install objective and call to action.

Sales Promotion:
SWVL offered a comfortable, reliable, and affordable daily commute via their
promo code ‘AOJEE’ for FREE rides! Also, SWVL offers their service on Discounted
price for weddings and other events.

Through direct experience, our team at Airlift has experienced the challenges associated with daily
commutes within the city. Rickshaws tend to be unreliable and expensive and car companies are
prohibitively expensive. Airlift offers a unique opportunity that enables you to commute within the city
at your convenience, in comfort and at affordable prices.

Through direct experience, our team at Airlift has experienced the challenges associated with
daily commutes within the city. Rickshaws tend to be unreliable and expensive and car ies are
ers a unique opportunity that enables you to commute within the city at your conve