Campaign Theme

Mission:
1. Building awareness on individualism and originality of Pathao food app
2. Creating a hygiene maintained delivery system and setting brand image
accordingly
3. Reducing delivery time with high quality assurance
4. Ensuring attractive discounted food packages
5. Grabbing substantial share in the market
Slogan:
“Taste the best, served at your doorstep”
Key messages:
As a part of Pathao food delivery management team, we aim to provide our
customers superior service. All the top notch, and customer preferred restaurants
are listed in our app. We are ready to serve our customers anywhere anytime
with fastest delivery. In the ongoing pandemic, we emphasize heavily on food
hygiene. Safe delivery protocol is strictly maintained. We have great alliance with
restaurants. Hence we always come up with discount offers that are hard to deny.
We aim to bring smile on each customers face by providing them healthy, tasty,
hygienic food in the soonest possible time with the cheapest promising price.
Discounts are available not only in peak hours but also on non-peak hours.
Discounts are not only available on food but also on delivery charge. Lucrative
combo packages as well as occasion based packages such as Iftar, Pohela
Boisakh ,Suhoor ,Eid special offers are always obtainable. Promo codes and
coupons are given time to time to encourage frequent purchase by target group.
The focus of the campaign is to grab attention of customers and highlight point of
difference of Pathao food delivery app.

Taste the Best, Served at Your Doorstep

Primary Research:
We have conducted an online survey. Our research was conducted among 20
participants among whom 12 were male and 8 female. Our target audience was
mainly food enthusiast Job holders. We conducted both open ended and closed
ended questions for our respondents to find out their awareness about Pathao
food service and other app related factors regarding it. We conducted a short and
precise questionnaire which included 5 questions.
Question 1: Are you aware of individuality of Pathao food service and delivery
app?
Question 2: How often do you purchase food from Pathao app?
Question 3: Is delivery time your main concern?
Question 4: Do you prefer heavy discounts on regular food menu or occasional
combo packages?
Question 5: Do your purchase decision depends on promo offers or discount
coupons?

Findings:
 16 respondents among 20 are well aware of Pathao food service.
Remaining are aware of Pathao ride share facility only.
 12 respondents are heavy purchaser, 4 respondents are moderate
customers and 4 have never operated pathao app for food ordering
purpose.
 11 respondents prioritize delivery time as the main concern. To remaining
respondents, food quality, price, and discounts matter.
 8 respondents prefer discount on regular food menu. 12 respondents
prefer occasional combo packages.
 18 respondents replied that their purchase decision depends on promo
offer and discounts. 2 respondents are neutral about discounts.
Summary: Most of the people from target group are well aware of pathao app
and want to purchase frequently. Even though delivery time is the main concern
of most of the target audience, other factors like price of the food, discounts and
service quality are highly considered by target group. More combo packages are
expected by them along with discounts.
Secondary Research

We used the following sources for our secondary data collection

 Print Media
 YouTube (website)
 Market Statistics
 Blogs
 Competitors website
Therefore, we have used both primary and secondary data collection methods in
order to obtain our required information from our target market. In doing so we
believe that we were able to obtain more or less reliable set of data, which will
help us, analyze our research in an effective manner.
Current Advertising Practices:
Lifestyle: Pathao food advertisements show how a safe, healthy and hassle free
life can be lived. Pathao food delivery service provides food in the doorstep of the
customers. They can have the food anywhere anytime without worrying about
traffic. It makes the life easier and convenient for the customer. In the ongoing
pandemic, it is safe to stay home. Hence, Pathao food delivery service helps the
customers to maintain their hygiene by ensuring their safety.
Slice of Life: Pathao food service becomes the part of customer’s life. Many
corporate houses regularly order from here. Hence, Pathao also comes up with
corporate combo packages frequently. Pathao food delivery service advertises its
foods, discounts and packages on its app in such a way that it seems like this app
has brought a solution to customer’s daily hassle of life.
Informative: Most of the advertisements have used rational appeal. In the app,
there are full details of the platter, menu, price, delivery person name, phone
number, required time, purchase amount etc. A customer can go through the
promo add to get detailed idea about the offer. They also advertise the delivery
person as well. A campaign was thrown by pathao food delivery team where the
delivery person dressed like character Joker and provided all the required
information to potential customers and actual customers.

Animation: Pathao food delivery app relies slightly on animated advertising. This
is a creative and a unique form of advertising, which helps to attract customer’s
attention and is also a cost effective method of advertising. Hence, most of their
messages are depicted through animated media, which grabs customer’s
attention and helps in customer retention
Demonstrative: Pathao food service uses demonstrative advertisements as well
where they show consumers the most effective and efficient ways to use the
product.
Use of Media
Pathao Food delivery app has relied upon only two forms of media in their
advertisement approach in order to reach their potential customers. The media
tools they relied upon are as follows:
 Social media
 Print media
SWOT Analysis:
Strength:
 Reliable , detailed and authentic information
 Highest number of restaurants included
 Frequent discounts, promo code and coupons are offered
 On Time delivery
 Healthy and hygienic service quality
 Cost efficient
 Zero subscription fee or monthly fee for membership
Weakness:
 Low market awareness
 Access limited to smart phone users
 Limitation in area coverage
Opportunity:
 Untapped customer needs
 Food enthusiast potential customers entry to social media
 Demand increase due to pandemic
 Demand surge to avoid heavy traffic congestion
Threat:
 Customers well awareness of other competitors
 Entrance of new competitors in the food market
 Rigid image of Pathao in the mind of customers as ride share service