Final Term CB Project

Submitted to: Maam Nosheen Khan

Company Name: Careem

Group Members:

Abdul Wadood Tipu

Amir Arif

Ayesha Iftikhar Malik

Rida Rafiq

Umama Wahid

Subhan Asif

Usman Khan

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Contents
Introduction of the Company......................................................................................................................3
Decision making process of Consumer........................................................................................................4
Analysis of brand Website...........................................................................................................................6
Advertisement Analysis:............................................................................................................................11
Start Something Ad campaign:..............................................................................................................12
Uber:......................................................................................................................................................13
Ways to increase marketing stimulus........................................................................................................14
Message involvement............................................................................................................................14
Billboard Ad...............................................................................................................................................16
How Careem uses product and situational involvement?.........................................................................16
Marketing Applications of Classical Conditioning Principles......................................................................17
Classical Conditioning............................................................................................................................17
Repetition..............................................................................................................................................18
Stimulus Discrimination.........................................................................................................................18
Positive Product Association..................................................................................................................19
Stimulus Generalization.........................................................................................................................19
Family Branding.....................................................................................................................................19
Product Line Extension..........................................................................................................................19
Instrumental Conditioning.....................................................................................................................20
Two celebrities which would make good spokespersons for Careem.......................................................21
Demographic profile of Careem Consumers..............................................................................................23

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Introduction of the Company

Careem is a transportation network company based in Dubai, with operations in over 100 cities
in 14 countries in the Middle East, Africa, and South Asia. The company was valued at over $2
billion as of 2018. In March 2019, Uber acquired Careem for $3.1 Billion. As part of the deal,
Careem maintains an independent brand and operates separately.

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Decision making process of Consumer

Price

Price is an important factor that is considered an integral part of decision-making process. No

matter what the service or product is people will look at its price before buying. Every individual
has a budget and mostly people spend while staying within their budget. When it comes to
Careem, them prices are slightly higher than Uber. The users of Careem justify their pricing by
saying that Careem issafer and more comfortable than other brands available in the market.
Careem uses dynamic pricing strategy. Their prices fluctuate on hourly bases, they put peak
factor and increase the prices of them rides when the demand increases. For instance, the times
when demand rises and Careen puts peak factors are during the evenings of weekends, during
school/office timings or when there is rain pouring. Sometimes the prices shoot up to 300%
which is too much. The prices not only vary depending on the tine of the day but they also offer
variety of products. For instance, the range of products available forth customers include, bike,
delivery, go+, Go, Go mini, loader etc. The prices depend on the type of vehicle that is being
ordered.

Impulse buying

Buying on Impulse is one of the major factors in decision making process. This is when people
buy without thinking much. Usually people book Careem in a hurry or when they do not have
any other option. The customer is short on time so they take the safest option into consideration.
Careem has established itself as a brand that is reliable and majority prefer it over Uber. For
instance, if a student is getting late for their class and they do not have a car then there is a high
possibility they will book academe ride. Another example Is that if a girl wants to go home late
at night from a friend's house then again, there is a high probability that she will book a Careem
ride as she can send her tracking to either her friend or family and also because the customer
service of Careem is better. People develop biases for certain brands over a period of time which
leads to impulse buying. Careem offers superior quality service to its consumers that is the
reason that people do impulse buying in case of Careem. Moreover, as mentioned above as well
people want to feel safe and secure so the first option that they choose is Careem as it ensures the

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safety of its customers. Not only this but sometimes other people also influence a person to do
impulse buying. For instance, while a person was indecisive about which brand to choose and
friend suggests to order Careem then there are high chances that the person will choose Careem
without thinking much. Impulse buying is an important factor to be considered while decision
making

Performance related

No customer wants to take a chance on performance of the products or services that they are
availing. People want to avoid functional risk therefore they choose a brand that provides them
with better performance. All the companies want to provide superior performance to their
customers so that they

can be delighted. After going through the reviews of the customers we can safely say that
Careem provides better service than uber. Generally, Careem has well maintained cars, they are
comfortable to ride in. Their help line number gets active when we book a ride and it continues
to stay active during and after the ride. This ensures that customer complaints and queries can be
easily tackled by their customer representative. If a captain cancels the ride, then Careem
representative helps their customer to connect to other captains who are available nearby.
However, this does not happen when customers book. Uber customers convey their queries
through an email after which they wait for the company’s reply. Besides this some people have
experienced Uber scam. One of our team members have personally experienced the scam which
is why they consider Uber’s performance lower than Careem. The scam was that some captains
had hack Uber’s app and they were charging insanely high from the customer. Uber had failed to
fix the problem and monitor their app therefore their performance as a brand is credited lower.

Besides this Careem has set certain packages for their customers which include “Km Package”
that allows customers to select the number of kms and then they get discount on it. This is for
customers who travel same number of kms every day. There is another package which is
“discounted rides” in this customer select number of rides that they will tentatively book over
one month. Then they get discounts over it. These packages also elevate the performance of
Careem. Although Uber has acquired Careem but they still operate differently through separate
apps and charge differently.

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Feelings

Careem has always connected to its consumers through their advertisements and some of their
actions. This connection has built a strong bond between Careem and its consumers. Careem
rewards their customers whenever they ride on Careem. The points keep on adding to the
rewards section. When the customer has earned enough rewards, they can utilize their points in
various ways. Initially they could get discount in rides from their points or contribute those
points for the wellbeing of the society. For example, 900 points can allow you to plant a tree,
2000 points will allow you to teach a child for one day, 2500 points will allow you to feed a
child in Pakistan and 2500 points will also allow you to help a refugee with running water.
However, now they have extended the options. Customers can now utilize their reward points
and get to shop from various brands, get entertained, order food and do much more. Recently
Careem sent a message that said “I think we should move on now” and it also sends messages
like “Hello Ayesha, Kya haal hai.” This way they are striking the emotions of the customers, it
feels like some friend has sent a message. All these tactics have definitely induced feelings for
Careem in customer’s heart.

Analysis of brand Website

A website is a vital part of a company. Website promotes the products and services it does not
only generate revenue. Every organization has a different website design for their targeted
customers. The company provides the information related to their products and services for ease
of their customers. It is considered to be a better website if visitors are being able to locate the
information needed quickly. The website has carefully taken into consideration their customer’s
needs in the design of their website. The visitors can meet their needs and want. The website has
been well designed. The website does not have an off putting appearance. The website has a
good visual appeal and easily readable text. The site is not cluttered with any unnecessary
information. All the necessary information has been provided for the ease. The most important

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information is clear. The information is effectively placed on website. The site is reliable. The
aspects of website functions properly. There are no dangling invalid or unimplemented links. No
search errors are found on their website. The website is up to date. The effective use of
information on website, immediately grabs user’s attention, it communicates to the audience
what they stand for, and present their company’s personality. The information is concise and
effective with their communications, and made it a quick place for users to understand their
business.

Book a ride that suits the user. Select from a wide range of options and get a ride in minutes or
schedule one for later. Track the ride. From the moment Captain is assigned till customer get to
their destination, track ride in real time or share details with loved ones. Through website the
customers can get a fare estimate for the different car types available in particular city. Cash,
card, or Careem credits, can be used as payment method.

Follow the given steps to book the ride.

1 Set your pickup location. Search for a location or drop a pin on the map.

2 Choose a car type Choose how you want to get there.

3 Select your drop-off location, tell us where you want to go.

4 Tap Yalla! One click and your captain will be on their way!

The fleet includes:

Standard, customer need to select GO and economy car type for a hassle free ride.

Premium, customer need to upgrade to G0+ for first class car types for a premium experience.

Budget, Convenient and affordable, choose bike or rickshaw for a quick way to get around the
city.

Pooling, Get the most of the rides by sharing the costs.

Careem offer packages. What are Packages?

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Packages are a bundle of rides or kilometers offered at a discount. When you buy a package, you
pay for your discounted rides or KMs up front and save BIG in the long run! It’s the best way to
save on daily transportation.

Careem have two types of packages to suit your specific needs:

Ride package

Km package

Why should customers use Packages?

Ride packages

Pay up front for a set number of discounted rides. For any ride that costs less than the pre-
defined discount, you pay nothing. Otherwise, you’ll only be charged the difference between
your ride cost and the discount amount.

KM packages

Pay up front for a set number of kilometers. Your kilometers will be deducted for each ride based
on how far you travelled.

How do customers buy a package?

Customers can buy Packages right through the app. They can pay using a credit or debit card, or
Careem credit, which customers can top-up by paying their captain extra cash after a trip, by
redeeming Careem Rewards points or through Fawry, Easypaisa or other payment channels. Be
sure to turn on the “auto renew” option while checking out to automatically repurchase the same
Package when yours runs out.

How do customers use their Packages?

Ride Packages

1. Open the Careem app.

2. Add your pick up and drop off locations.

3. To use the ride package, tap on the gray bar above your car type

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4. Turn on the “Use ride package in this ride” option. You will see a green check indicating that
the package is active.

Kilometer Packages

1. Open the Careem app.

2. Add your pick up and drop off locations.

3. Choose “my package” as a payment method. (Tap on your current payment method to change
it).

Customers can check their package balance from the Packages screen in the side menu, by
tapping the gray bar above your car type on the pickup screen and on the payment options screen
before you confirm their booking

Why use Careem Pay?

Everything Careem. One Wallet, Careem PAY is the easiest way to pay for rides, deliveries and
packages.

Security you can trust, All transactions on Careem PAY are secure as per industry standards.
Customers’ private information is not stored on careem servers or shared with anyone.

Track your spending, when customers use PAY across all Careem services, it’s super easy to
keep a track of your spending through transaction history.

Careem REWARDS, Customers can convert your reward points to Careem PAY credit with a
quick tap!

Safety measures for Customers

BEFORE THE RIDE

All of careem Captains go through a rigorous screening process and background check.

Before the Captain arrives, careem send customers their details, which include their Captain’s
photo, name, rating, vehicle type, and plate number.

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Captains attend mandatory training sessions to provide them with instructions and guidance on
smooth driving as well as following standard safety and security protocols in the unlikely event
of an incident.

Careem Captains’ vehicles are assessed and the insurance is confirmed prior to their onboarding.

Customers have the option to mask their telephone numbers from Captains to ensure their
privacy. They can communicate anonymously with the Captain to direct them to the location of
pick up (call masking may not be available in all markets).

DURING THE RIDE

Careem telematics technology (which monitors driver behavior) is under development.

Telematics can detect and evaluate careem Captains’ driving skills in real-time to make sure
customers’ ride is as safe and smooth as possible. It also allows Careem to proactively coach
Captains to improve their driving skills while identifying Captains whose skills are not up to
careem standards.

If customers have any issues during a ride, they can contact careem’s 24/7 multilingual Safety &
Security Operations Centre (SSOC) specialists. Simply tap ‘Contact us’ in the app.

Each trip is tracked in real time. Customers can share their ride with friends and family to let
them know you are on the way, and they can track customer ride on the web.

Child seats are available in Careem Kids’ cars to keep little Careemers safe. (This is not
available in all markets).

Customers and Captains are covered by careem’s life/injury insurance when in-ride.

AFTER THE RIDE & OTHER MEASURES

Customer’s rating of careem Captains are important. They help identify Captains for reward or
removal from their platform.

Careem extensive ‘mystery shopper’ program checks vehicles, driving skills, customer service,
and documentation to make sure everything is as it should be.

The team of dedicated professionals, from the Safety & Security team to their SSOC specialists,
is here to make sure customers and Captains have as safe and pleasant experience as possible.

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In order to help keep their communities safe, careem actively support law enforcement agencies
with basic trip information when formally requested.

Advertisement Analysis:

Careem displayed an ad on billboards which got a huge backlash. The ad featured a woman
dressed in a wedding attire with a caption, “Apni shadi se bhagna ho tou Careem Bike Karo!” In
this advertisement Careem advertised their careem bike service but as the image circulated on
social media, people found it offensive, irrelevant that does not depict our cultural values. It
became a top trend on twitter. Social media activist, celebrities and common people alike
criticized the controversial advertisement.

While some people considered it as creative and a light hearted humor. However, Madiha Javed
Qureshi, head of Public Relation & Communications at Careem, gave a statement in which she
told that the advertisement did not have any underlying motive and it is just a lighthearted
promotion.

In order to cover up this backlash they made more promotional ads for Careem bike and linked it
to the recent incident of captured and released Indian Air Force (IAF) pilot Abhinandan,
displayed on billboards with the caption “Sath waley mulk se ABHI bhaagna ho, tou Careem
bike karo!”

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Careem continued to promote their bike service with such taglines, in one ad they portrayed a
tailor with the caption “Baji ka suit barbad hojaye tou Careem bike karo!”, “Ammi ke chittar se
bachna ho tou Careem bike karo”

These is generating exposure. Exposure is stimulus that comes within the range of someone’s
sensory receptors. Advertising exposure is an introduction of a notice to the customers. The text
is readable and the colorful images that they have used grabbed the attention of people. Since the
day it was displayed on the billboard, people clicked pictures of this ad and started discussing it
on social media, memes were created, backlash or the praise that it got suggests that it has not
failed in grabbing people’s attention towards it and not just that people also retained this
advertisement.

Start Something Ad campaign:

Recently careem launched an ad campaign “Start Something”, “Kar Ibtida” In this ad campaign
Careem has tried to reinforce the brand purpose. It includes a series of clips each reinforces that
you don’t need to be somebody to start. If you want to do something then start it today. This
advertisement tends to target people with high self esteem as it encourage them by telling that
they can achieve anything if they take the first steps towards it. This advertisement includes
people from Middle East & Northern Africa, the advertisement stresses on start doing something
to make a difference. People from the different backgrounds and social classes were shown in the

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advertisement for instance, a young girl following her true passion, an athlete dedicated to his
country, an entrepreneur who started off at her home by designing clothes. In this advertisement
they have targeted every individual, people usually wait for the opportunities and they never
begin, however this campaign shows everyday life situation that depicts the brand's motivation,
reasserting the message 'you don't need to be somebody to begin, you simply need to begin to be
somebody. This advertisement serves more like message than a promotional advertisement itself.
In this one-two minute ad they have shown various situations and reinforces that how in each
circumstances people just need to start doing something, advertisement ends with Careem logo
and the tag “Start Something”, “Kar Ibtida” Although this is an impactful advertisement but
people may not be able to understand the silent message that how they have linked this to
Careem, there are many unemployed people who stays at home and are not earning according to
their need so in this advertisement Careem also tried to convey the message that if they want to
do something, they can begin today this encourages them to take a step in shaping the future.
This advertisement can be more comprehendible to people if it would have followed the
sequences that could be linked to their service because at the end of the day, the customer should
feel some kind of affinity with the brand. The duration of advertisement could be 50 to 60
seconds as the same message can be conveyed in that duration and the advertisements with long
duration can also lead to adaptation.

Uber:

Uber is the biggest competitor of Careem in Pakistan, However this year Uber has announced the
acquisition of Careem but the decision was to let Careem operate as an independent brand and
operate separately. Recently Uber made a television advertisement in which they casted some of
the famous singers of Pakistan including Asim Azhar, Jimmy Khan, Shuja Haider and Abid
Brohi, they played repeated jingle “mein chala with my yaar, with traffic beshumar, moto le jaye
uss par” In this advertisement Uber has promoted its bike service with the tagline, “Moto bulao,
traffic bhulao” The repeated jingle enables people to remember the ad for a long time. The blend
of melody by various famous singers also grabbed the attention of individuals. Although the
advertisement is almost two minutes long but the background music and locations made it
interesting for the viewers.

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Ways to increase marketing stimulus

Consumer involvement plays a vital role in order to attract and encourage them to purchase a
product or service such as Careem. Involvement refers to a person's perceived relevance of the
object based on their inherent values, needs and their interest.

Message involvement

How much a consumer pays attention to the marketing stimuli, depends mostly on the techniques
used for message involvement. In this section of the report we would be suggesting ways to
increase the amount of attention received by existing marketing stimuli.

Starting with the print ads of careem, the ones that are
displayed outside different shops in the form of posters,
the ones that are in newspaper and magazines etc... They
are very much innovative and eye catchy (here we are
taking into account the billboard ads also), but even then
Careem needs to work on them because their recent ad
campaign had a major backlash and other brands also
started trolling them to gain advantage. Careem can
increase the amount of attention received but they have to
careful about the general public’s thought process, what is and what is not socially acceptable.
There is a lot of humor present in their print ads so what they do is bring a little change in their
ad campaign along with the display of humorous content try to show what careem is doing for
the society, for the welfare of it. The written messages are actively processed by the reader and
they may even ponder over it, if the product or service grabs their attention, and the attention will
be grabbed for a longer period of time if the ad is not only about humor. For example, careem
can display ads that show how Careem is taking the issue of smog. They can say that for every
100 rides they will plant a tree, so that people know even if they are a cab services they are doing
something for the environment.

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The TV ads of careem are not following the total humor line as their print ads they are more
communicative and are more focused on explaining how to become a careem captain, they are
tackling youngsters who are unable to find jobs. Television advertisements are also very
effective medium. Although, it is a low involvement medium as it requires a passive viewer who
exerts relatively little control. For this reason, marketers should place the advertisement of
Careem in between the most rated serials or shows that their target audience watches regularly.
Overall their TVCs are on point for their target audience, what they can do to gain more attention
is they can introduce some new offers like giving cars on lease. Some amount of money will
automatically be deducted for the money they make in a month. One more thing they can do is
bring people who are earning very well from Creem in the TV ads then people may take the ads
even more seriously. In TVCs they should also add the aspect of adding value, for example: in ad
they can show a group of elderly people travelling in a Careem cab and how the captain is
driving accordingly and how comfortable they are, giving happy remarks and five stars at the
end. This will show that everyone can enjoy a safe journey in Careem and this not done by
careem before they only show youngsters and middle age people travel.

Careem in its web ad, like popup ads and YouTube in between video ads show their promo codes
to catch the attention because most people just skip the ad but if they start with a promo code
(promo codes are almost available all the time in one area or another) it will grab the attention of
the viewer.

Once in a blue moon Careem should offer free rides to few lucky customers; this can create a
sense of indebtedness among the consumers. This can also start a chain of positive “word of
mouth” which really helps in building a brand name.

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Billboard Ad

How Careem uses product and situational involvement?

Careem service uses both situational and product involvement and they use it in very efficient
way. Careem is a transport service app which operates on mobile app. The company charges no
cost to download it and its widely available. They use mixture of both involvements in their app.
The app is designed in such a way that it requires consumer interaction and high involvement.
First the consumer has to select their route then they need to select what type of ride they want
for example Careem business class car or Careem bike. The app also has an option or we can say
feature which tells you about peak factor, if peak factor is high then you will be extra charged
due to work load on company and if it is low then you will be charged less. This feature gives a
rough estimate to consumer about the cost of their ride. Careem app also has a feature of ‘star
rating’ to their drivers, once your ride ends the option for rating will pop-up on your screen and
the consumer can rate their drivers from 1 to 5. This further increases the product and situational
involvement of customers. Another feature in their app is that you can track you captain while
they reach at your destination, through this they are trying to engage their consumers so that they

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do not feel like waiting for car. Whenever you book your ride the app shows you the detail info
about your ride including name and picture of the driver and car, model even number of car. This
helps the customer in gaining info about the ride which further results in earning brand trust. The
consumers can also share their location to their friends or fellows, while they are availing
Careem service. The company has added this feature because of the security issues which our
society has especially for women in Pakistan. The company has to follow strict security policy so
that their consumers feel safe and they have achieved it through situational involvement.

We can enhance situational and product involvement through different ways. The main purpose
behind increasing these involvements is that the company has to full fill their marketing
objectives that includes increasing number of consumers. We can achieve this though innovating
ideas which helps in increasing the interaction of consumer while they use Careem app. For
instance, adding a calculator feature in app which helps consumer in estimating ride for them but
for this they will have to input the locations of their departure and arrival. They can also launch
Careem card, this will help the consumers when they don’t have enough money for Careem ride.
All the consumer needs to do is that buy card from any retailer and insert the unique code which
will add credit in your Careem account, through this the consumer can book ride anytime,
anywhere they want even if they don’t have money for ride, the balance of consumer will be
deducted from their account.

Marketing Applications of Classical Conditioning Principles

Classical Conditioning

Classical conditioning is learning through association and was discovered by a well-known
Russian physiologist Pavlov. It simply means two stimuli are linked together to produce a new
learned response in a person or animal. Classical conditioning occurs when a conditioned
stimulus (CS) is paired up with an unconditioned stimulus (US). Usually we notice, the
conditioned stimulus is a neutral stimulus (e.g., the sound of a tuning fork), the unconditioned

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stimulus is biologically potent (e.g., the scent of food) and the unconditioned response (UR) to
the unconditioned stimulus is an unlearned reflex response (e.g., salivation). After pairing is
repeated the organism exhibits a conditioned response (CR) to the conditioned stimulus when the
conditioned stimulus is presented alone. Unlike the UR, the CR is acquired through experience,
and it is also less permanent than the UR.

Repetition

Like every other company Careem has underwent a lot of marketing efforts in order to gain
customers all over the country but when we specifically talk about Careem’s advertisements and
its’ Repetition we can notice ourselves digging into a whole new topic. In a world of
digitalization, we see how every brand has stood up and take advantage of the social media and
various platforms to gain customers and to attract and retain them. But Careem has utilized social
media pretty well. They have placed large advertisements on various billboards specifically in
commercial areas where people could get their attention more on them. Careem has not only use
billboards but also print by using various ads placed on different newspapers. We repeatedly see
how Careem ads are placed in newspapers and billboards. But Careem has been efficient enough
to touch the customer’s heart by using sometimes hilarious and sometimes serious toned ads in
social media as well. We see how Careem has placed ads in apps like Snapchat, Instagram and
YouTube as whenever we use any of the apps we repeatedly see their ads popped up. The
repetition of their ads have been seen on television as well as they use the same theme of their
advertisements.

Stimulus Discrimination

We know that Uber and Careem underwent a joint venture and have turned up to be a strong
venture. They have known to be a strong brand and are the best providers of online
transportation. We see no any other online brand who can compete them and come up with the
best transportation services online and hence they have no any competitors who are copying
them and have no such copied brands.

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Positive Product Association

Careem being a transportation provider is not only known for their transportation services but we
also associate it with the humor they add on to their tweets and ads etc. Careem is under fire due
to its latest marketing campaign. Reportedly, the ride-hailing company attempted to capitalize on
some of the most recognizable political slogans in recent history. Unfortunately for them, their
latest campaign has prompted calls for boycott of the company. Users have threatened to
uninstall the Careem app after which the company issued an apology. They also came up with a
new line they picked up from a current famous drama serial “Mere Pass Tum Ho”. They added
humor to it and picked their famous line “Tumhare paas kya hai Tumhare paas Careem
REWARDS hain! Ab apney Careem REWARDS Points sey payen free Food, Shopping,
Entertainement & Fashion deals. On which they again faced backlash as people came up with
even more hilarious tweets. Their latest shaadi campaign also went down in which they
placed a billboard with a bride and a line placed in the ad saying “Apni shaadi se bhaagna ho
toh Careem bike karao” questioning the cultural norms over which people said “Dulhan mat
bhagao sahi advertisement chalao”. So, humour mixed with fun and sarcasm is what we
associate with Careem.

Stimulus Generalization
Family Branding

Like many other companies such as Campbell and General Electricity, Careeem also relies
on its’ strong brand image that they have. They also rely on their strong image they possess
in the minds of their customers and keep gaining revenue from this.

Product Line Extension

Careem, a Dubai-based car-booking app, will launch a new retail venture in December, featuring
clothing like T-shirts and sweatpants designed in collaboration with local designers and artists,
the company announced on Wednesday. Dukkan Careem is currently available in the UAE and
will sell through its own website www.dukkancareem.com.The statement from Careem said that
the product line is 100 per cent local — meaning “locally sourced materials with culturally-

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inspired designs that are produced in cities that Careem operates in,” the statement added. They
have many product line extensions and they are working more on it and increasing their product
lines. Their majored two services include Taxicab and Vehicle on Hire.

Instrumental Conditioning

Instrumental conditioning (also called operant conditioning) is a procedure in which

reinforcement, such as food, is delivered contingent upon a response, although it may also be
contingent upon the time of occurrence of a previous stimulus or reinforcement. Careem
positively reinforces its’ customers by giving them rewards. Careem REWARDS has now
launched in Pakistan, instantly becoming one of the country’s largest rewards programmes
with over 12 million Careemers. It’s amazing how more and more people are using Careem for
their everyday transportation needs. We’re truly touched, and it has motivated us to continue to
#BeCareem.
To recognize and reward our customers’ loyalty with something awesome, we’ve come up with a
unique rewards programme like never before. From focusing on the simplicity of use and value,
the Careem REWARDS programme takes everyone along together. Junaid Iqbal, Managing
Director of Careem Pakistan, shares his excitement, “With the launch of Careem REWARDS,
the Careem experience has changed entirely.”
Now every Careem ride earns you reward points, which can be used to get more Careem credits,
or to help others. How does Careem REWARDS work
We don’t need to sign up or register for anything. The app is upgraded automatically to
incorporate our new schemes.

So now, with every ride, you earn 10 points for every Rs.20 that you spend. Go ahead, open the
app, and tap on the menu button to see how many points you currently have below your name.

o Tap the menu button in the top left center

o Tap on your accumulated points under your name
o Explore your REWARDS options
o Choose what you want to redeem your REWARDS points for

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What can you do with your points?
With just a few clicks you can
o Plant a tree with 900 Careem points,
o Plant 5 trees in one go with 4,500 Careem points,
o Teach a child for 1 Day with 2000 Careem points,
o Feed a child for 1 day with 2,500 Careem points,
o Help a Refugee with cooking gas and feed an entire family with 2,500 Careem points!
You can also convert your Careem points to free rides, by redeeming Rs.50 with every 900
points.

Partner Organizations

We have partnered with several social causes which can make it very easy for you to donate via
your Careem REWARDS, to the cause of your choice. At the moment, we have on board The
Citizen’s Foundation, WWF Pakistan, and UNHCR. With a few simple taps, you can very
conveniently contribute to planting trees or feeding or educating children, by donating your
REWARDS toward any of these causes.

Two celebrities which would make good spokespersons for Careem

In order to generate buzz around a product or service, companies usually take up celebrity
endorsements or advertisements. This can be either be done by taking the usual route which
includes the inclusion of a well-known celebrity in a TV ad or through social networks, which is
currently the most widely used tactic. The aim is to enhance credibility and gain visibility.
The general theme behind Careem’s marketing stunts is out-of-the-box creativity, a lot of which
focuses on light-hearted humor. An example of this is the company’s recent billboard
advertisement for its bike services which included a caption that read “Apni Shadi se bhaagna ho
tou Careem Bike karao”. This advertisement got everyone’s attention and Careem knew what it
was getting into. Where it had a lot of consumers lauding it for it’s smart thinking, it also faced a
lot of backlash because many felt it was going against social and cultural norms by promoting
the idea of runaway brides. However, as we know of marketing, both positive and negative

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marketing works in favor of the brand. Careem had people talking and generating buzz all over
multiple social media platforms. This form of marketing maximizes the word-of-mouth potential
of a particular campaign or product through large scale discussions on social media.

It is the age of social media marketing, so rather than going for your typical TV ads with a
famous face from the entertainment industry, it would be doubly beneficial to go for someone
with a huge presence in the social media world. As of now, the most widely popular choice of
place for companies \and advertisers is YouTube.
So, the first celebrity spokesperson we opt for is Irfan Junejo, a Youtuber and content creator
with over eight hundred thousand followers and views crossing over a million on almost all of
his videos. Known for taglines such as “not coming slow” and “scenes kuch aisay hain”, Irfan
Junejo seems to be the perfect fit because of his fun and witty personality. This ties in well with
Careem’s ad campaigns, especially their latest SMS marketing approach which includes sending
attention-grabbing and quirky statements through text messages to consumers all over Pakistan.
Junejo quickly gained massive popularity all over Pakistan (and internationally) over the last 2
years, with a wide-ranging audience and people from all kinds of backgrounds. He is considered
to be an icon among the masses, of an equal footing to our red-carpet celebrities, especially
because his videos are a work-of-art, visually captivating and otherwise. His casual and
infectious charm in front of the camera is undeniable, which is one of the many reasons why
everyone finds him so relatable. It is due to this that he is now more popularly known as an
‘influencer’. His audience trusts him and takes him for his word, and it is because of this that he
has a lot of sponsors and companies reaching out to him to use their products and services all the
time, including high-profile companies like Emirates Airlines and Pepsi co. Careem could
greatly benefit from the top-level cinematography in Junejo’s videos.
Previously, in 2016, Careem got Bilal Khan, a Pakistani musician and actor, to jump on the
marketing bandwagon, encouraging consumers to book a cab because he could be their next
Careem captain. These Careem rides were recorded and published on social media, and
consumers got their chance to ride alongside Bilal while he sings with them. It’s been a while
since Careem’s done something of this sort, and Junejo fits the bill. Since some of Junejo’s most
watched and appreciated videos include the ones he’s made of the multiple cities of Pakistan,
having him car-pool with fans to a few destinations with the promise of getting to be in his

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vlogs/videos would be a great way of blowing up social media and making Careem the talk of
the town; therefore, driving up brand equity.

The second celebrity Careem would opt for is famous Pakistani singer and scriptwriter, Aima
Baig. Since 2016, Aima Baig has been the female lead singer across all of Pakistan’s movie
releases, including Lahore se Aagey, Teefa in Trouble, Jawani Phir Nahi Ani, and the very recent
Parey Hut love and Kaaf Kangana. She now has around 2 million followers on Instagram. So her
image of a young, independent, and successful artist and female, could greatly help Careem
effectively target the female consumer group. Careem has helped the female consumers of the
country get to places more freely and confidently but with a few security concerns being raised
recently, associating themselves with Aima could help with the portrayal of a safe mode of
transportation for women, providing a safe environment compared to other means of ride-hailing.
Especially with Careem’s introduction of taxis driven by women in Pakistan, providing women
the same opportunities to generate healthy income, making Aima Baig the face of Careem with
her vouching for the female drivers, would be a great move. Given the fast-paced nature of her
work, Aima has to be constantly on the move, travelling from one city to the next to meet people
or perform. This could be tied in with Careem’s inter-city travel services, with marketing
campaigns showing Aima reaching her next destination in the country by booking a Careem cab
and documenting her experience. This would go hand-in-hand with Careem’s vocality and vision
on women empowerment, projecting the image of Pakistani women as women that are self-
sufficient and get things done which female consumers would love to support and be a part of.
This would inevitability increase the brand equity for Careem.

Demographic profile of Careem Consumers

The service can be availed by people from different classes including middle and upper class.
Lower class can only avail Careem bike service because of its low prices. As Careem is a
transport service company people from any age bracket can buy this service. Either you are a
business man or chef or a teacher in school, Careem is at your service. The company is operating
in all major cities of Pakistan and also expanding their services to smaller cities.

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