Thank you mam for giving me the chance.

My name is ashikur rahman now i am going to

decribe about my part. So at first when a company try to start there business or doing any
advertising and promotion they needs to know who are the target audience. Here we Identify
and justify the Target Audience on the basis of Demographics and Psychographics
segmentation

We know that dividing the market on the basis of age, sex, family size, education, income,
and social class is called demographic.

Dividing the market on the basis of personality or lifestyles is psychographic segmentation

Here we select 3 target markets as per demographic and psychographic segmentation.

First of all The youth people / Student-

Youth people / Student the most popular target audience for food delivery services company
because college students and young adults live fast paced lives. Youth are usually low in their
pockets and Pathao Foods is offering them good food with a lower fare possible.

Professionals- Working professionals both man and womens are gravitating toward food
delivery services. we all know about Dhaka cities traffic is terrible and for this office going
peoples are facing difficulties every day while going to the office. And for this its very
difficult for them to prepare food and take those foods in to the office.

Tourists: Tourists are the most potential targets group for Pathao Foods, because they do not
have enough idea about Bangladesh and Bangladeshi food. But pathao food do not do any
special promotion for them. So, Pathao Foods could be better solution to solve their food
problem.

Next

Competitive Analysis

Here you can see the Local food delivery service companies. Here most of these competitors
are engaged with the same outlets offering more or less similar services such as free/ low-cost
delivery, promo offers, cash on delivery. Pathao started there journey in 2018 and in the year
2019 they have 42% market shares in terms of orders it receives every day, while
foodpanda holds 32%, HungryNaki 8%, Shohoz Foods 8%.

But as per foodpandas internal market research foodpanda has 65 percent of the total market
share and pathao have only 8 percent from the total market share. pathao get out from this
race because of their strategy. Foodpanda launch there service in 64 district where pathao
food is only in 3 division. And foodpandas aggressive promotion strategy also boost up their
market share. And pathao food is some time is very complicated for their various types of
service. Where foodpanda target only in one market.

Next

Here are the international competitors. Among them chinese food delivery service Meituan
Waimai is in the top position as per total restaurant and revenue.

Next

Promotional Tools

When we do our research about there promotional campaign we found that people are not aware of
shahi bhoj offer. And for this we try to use this promotional tools –

Advertisment
Broadcast media: Pathao do not go agresive in brodcast media advertisment. They only have
some billboards in some place and some social media advertisment. But brodcast media
advertisment helps to introduce pathaos target market to new products, product features and
new applications.

Support Media In support media we use Out-of-home advertising system. Here our plan is to
place billboard near university, school and airport.

Print media- pathao food do not use print media advertisement. But to influence target
customers some outside influencer can be created with print media advertisement.

Sales promotion
 When the pathao food app is installed, each user will be getting a 50 percent off for first
5 orders.
Public relatio

Digital marketing
Social media is pathao foods main media of communication as pathao foods target audience who are
the youths / students/ professional/ tourist can effectively reached through social media.

Content Marketing- Content marketing is the art of using a storyline with valuable information
which helps to translates brand building and awareness among companies target audience.

Search Engine Marketing marketing that seeks to promote websites by increasing their visibility in
search engine result pages.
Viral Marketing: using ‘Keto bhai’ or ‘Rafsan the Chotobhai’ or ‘Petuk couple’ or ‘khuldalagse’
who were the social media influencer we try to make viral videos.