BUSINESS ENVIRONMENT:.

In Bangladesh the Pathao brand has achieved great brand awareness and knowledge
among the population of the country as a ride sharing app which adds direct desires for
customers to purchase their services. However, considering Pathao food as a separate
brand we believe it is in the “Affective” stage of “Communication effects pyramid”
where customers are yet to decide whether to like or prefer it over competitor brands. In
such a scenario with the “Shahi Bhoj Platter” Pathao food wanted to stimulate sales
through the desire of being gifted with a free platter from 2 of the prominent Biryani
restaurants.

CAMPAIGN OBJECTIVE

As observed the main ways of differentiation specifically in food delivery are solely
dependent on timely engaging contents that are relevant to the communities it serves,
the delivery time, cheaper meal options offering compelling promos and offers.
Focusing on price reduction and discount leads the brand to focus solely on price that is
not a protectable competitive advantage in the long run. So as a leading food-delivery
app with sizable competition, the main objective of our campaign is to create
favourableness for the brand through convictions and action so that customers prefer to
order through the Pathao app. With 1M followers on facebook we will try converting
these followers into using the app for Pathao food as well.

Communication Objective:

We will target for a 20% rise in the use of the Pathao app for food delivery in the next 1
month in hopes of gaining a higher market share and increased usage of the app. We
will carry out persuasive advertising, emphasising our superior benefits to the user
relative to competitors.

Characteristics of Objectives:

To bring structure and tractability together we will guide ourselves through the use of
“SMART” goal setting objectives with clear milestones and an estimated timeline to
attain the goals. In the following we will discuss briefly how each these objectives are
being focused on:

Specific: Pathao could have elaborated on the details of the free platter that was being
advertised. Along with it we will also collaborate with other restaurants allowing the
winner the possibility of choosing different meals based on their taste.

Attainable: It was rather a virtually impossible goal to make people participate in this
promotion because of the minimum order and no motivator factor through the promotion
for customers. It is evident that not everyone would love biriyani and hence it was not so
attractive.
To make this achievable we will also communicate that the winner of “Shahi Bhoj
platter” can demand for the gift anytime within the next two month after winning it and
with more choices over the type of food they desire.

Measurable: No measurable tool was in place for them to understand how the
campaigns were doing. People who in general order through Pathao were also included
in the analysis with no understanding of if they actually had any knowledge of the
promotion.
We will create a pop up button when someone orders from Pathao which will state
“Points added in Shahi bhoj offer” which will continuously work as a reminder for the
customers about the offer being held. Through this we will be able to measure how
many individuals are interested in taking part in the campaign.

Relevant: Pathao did set a relevant goal as they have the right collaborations and
customer base to carry out such a campaign.

Quantifiable: Pathao did set a quantifiable goal with a one month period in achieving
the goal of the particular campaign.

POSITIONING:

The positioning of the campaign was rather limited with only the offer being lucrative to
Biryani lovers. But a biryani lover who is more likely to order biryani through the app
every week will not be much enthusiastic toward participating in the campaign. So we
will target it toward our users on the platform who are willing to share a meal with 4
members of his family and friends. The approach will be more toward a pull strategy
approach to make the users expect in winning a meal through Patho that can be shared
with his close ones.
The positioning of the campaign is also an opportunity in promoting our strength in
showing collaboration with different restaurants

CREATIVE BRIEF:

Pathao food app will opt for the use of divergence and relevance through the campaign
combining the hard sell factor into their advertisements. This will leverage the brand in
positioning itself as a brand which will pull customers into engaging and using the app
more often through the motivation of winning a free platter.
Currently we are facing a hard time with the pandemic happening throughout the world
and it's not going away anytime soon. This is an opportunity for Pathao food to build a
relationship between their restaurant partners & customers. In the following we will
discuss the usage of appeals Patho will communicate through the particular campaign.

1. Promoting usage of virtual points (Feature appeal) :

We as a nation are very emotional and as a popular brand of Bangladesh we
will use the notion of success and popularity approach.
We will use our popularity appeal to introduce campaigns for winning free
meals against virtual points earned through the app.

1. Collaborate with food bloggers & influencers (Popularity appeal) :

We will come to an agreement in delivering chosen food bloggers and food
review influencers to participate in the campaign to hype the win for “Shahi bhoj
platter”.

2. Promote with creative advertising (Emotional appeal) :

Create better visual and engaging content focused on the various types of
platters that can be won through the campaign. This will allow for promoting
delicious items that can be ordered through the app. It will also allow for more
engagement as people are more willing to share and like pictures of offers with
their friends to collaboratively win a campaign offer which raises a more social
based feeling.

Combining these rational and emotional appeals together and incorporating these in our
campaign will be an unique approach for Pathao. Consumers will develop emotional
bonds with the brand which will result in positive psychological movement toward
making order from this platform.

SOURCE ATTRIBUTES:

Attractiveness: Our target audience consists of youth who are highly influenced by
“Rafsan the Chotobhai” and “Keto bhai” who reviews food of different restaurants. Their
boyish charm and popularity locally and internationally will raise attractiveness toward
the campaign. Him as a spokesperson has the similarity, familiarity and likeability
attributes to his image. Due to these traits we believe he will be the right choice to gain
acceptance by our target audience and also induce the usage of the app through the
promotion of the campaign.

Credibility: As they are both skilled, knowledgeable and experienced as food critics
well known throughout the cities in Bangladesh. Ordering different food through the app
and reviewing them while promoting themselves taking part in the campaign will
definitely raise enthusiasm among the targeted customers.

MESSAGE CONTENT & CREATIVE ELEMENT

We will create a video advertisement with our full service agency using “Keto bhai” and
“Rafsan the Chotobhai” using the app and going through the processes in ordering food.
The advertisement will show the step by step action and processes in taking part of the
campaign. For e.g. While ordering food through the app we will put focus on the apps
interface being used and the savings of virtual points. And to finish the advertisement
showing how these points can be used in the next month promotional campaign of
“Shahi Bhoj platter” to win a free meal of four.

Along with creating a video content with our external agency we will ask “Keto bhai” and
“Rafsan the Chhotabhai” to upload their food review videos on their own channel where
they will make orders through Pathao and mention savings of the virtual points to later
redeem for the campaigns offer. Since they have their own style of making videos it will
not need to be produced or directed by Pathao. A collaboration through sponsorship of
their food review itself will be enough to target the right customers.

We will also have compelling images of these activities directed in-house by our
managers and have them produced by the agency.

Both these influencers use humor and informative approach in their delivery of contents
which is much appreciated and aligns with the brands image.

CHANNEL FACTORS:

The channel factor is the medium that is used to deliver the message to the target
audience. As from the above discussion you can anticipate that most of our target
market are youths who are high users of social platforms. While the strategies in place,
we will create a content calendar for the compelling visuals and engaging contents with
decisions on frequency and coverage of the promotions and advertise extensively
across Facebook, Instagram and Youtube to build up the hype of the campaign.
Running the above campaigns and promotions for a month through only the use of non
personal channels we will focus on creating buzz marketing around the campaign. Data
collected from the platforms and the ROI will help decide whether to continue with such
campaigns in the future.