INDUSTRIAL PROJECT – II (MARKETING)

FROM START UP TO UNICORN – THE BYKEA MARKETING

CHALLENGES

Submitted By
Shunamme B. Gill 39576
Zain Ahmed 46293
Zara Javed 50106
Salman Nazir 48369

To
FACILITATOR
DR.RUBINA JABEEN
(FACULTY OF BUSINESS ADMINISTRATION)

A report
Submitted to Research Facilitation Unit (RFU)
At the Iqra University,
Main Campus, Karachi.
10TH MAY 2021
 ACKNOWLEDGMENT

In the name of Allah, The most gracious and the most merciful Alhamdulillah all praises to Allah for
the strength given to our team and His blessing in completing our report on Bykea. Special
appreciation goes to our supervisor DR.RUBINA JABEEN, for her prior supervision and constant
support. Her valuable help of constructive comments and suggestions throughout. the report works
have contributed to this research till the end.
 ABSTRACT

The role of marketing is considered as the lifeline of the business growth without marketing business
is unknown to the people from whom the business is developed. The purpose of this study was to
determine the effectiveness of marketing in Bykea for making it more convenient for the people who
use it. We will be identifying the company's problem and suggest them the best possible solutions to
overcome that problem. We are covering the 4ps of marketing which include product, price, place,
promotion, that how these factors are being implemented in Bykea company products as well as
company factors that includes the price of Bykea, availability, accuracy, and its approach and will
identify these factor on the basis of the exploratory on the mindset of the consumer .
The primary qualitative research method is used where new data is collected by evaluating our target
market. An interview will be conducted to collect the data In this research. This research will be
conducted with the implementation of the pragmatism approach that explained by the General Study
for the results in the form of paragraph.
Following questions will be asked in the questionnaire.
What is the effect of Bykea on mindset of people using Bykea and what are the issues they face?
Why Bykea has least number of female customers?
Is the Bykea app user friendly?
What measures should be taken to improve Bykea’s marketing?

Once the data is collected by interview with the help of interview method technique purposive,
convenience and snowball sampling. we generate a target marketing gaps and interpretation is done.
We will be able to evaluate and determine the Marketing challenges faced by Bykea with the help of
our studies Bykea analyzed customer’s brands preferences, to evaluate customer’s attitude toward the
usage of Bykea and to evaluate costumer’s perceptions about the important factor using Bykea
services.
This study will help Bykea recognize marketing gaps and take the appropriate steps to strengthen its
marketing plan and the company's current challenges.
Table of Content
Acknowledgment………………………………………………………………………....1
Abstract……………………………………………………………………………….…..2
List of Content…………………………………………………………………………....3
Chapter 1
Introduction……………………………………………………………………………… 4
Background……………………………………………………………………………….4
Project Research Problem Statement ……….……………………………………………8
Research Questions……………………………………………………………………….9
Significance of the Project………………………………………………………………..9
Chapter 2
Industry Analysis……………………………………………………………………..…10
Competitor Analysis…………………………………………………………………......10
Literature Review…………………………………………………………………….13-16
Review of Industrial Cases…………………………………………………………...16-18
Chapter 3
Purpose……………………………………………………………………………….....19
Research Approach……………………………………………………………………..19
Data Source……………………………………………………………………………..19
Target Audience………………………………………………………………………...20
Sample Size……………………………………………………………………………..20
Data Collection Technique……………………………………………………………...20
Sampling Technique…………………………………………………………………….20
Analysis Technique……………………………………………………………………..20
Ethical Consideration…………………………………………………………………...20
References…………………………………………………………………………........21
Appendix………………………………………………………………………………..22
INTRODUCTION
“Samjho Bhai Kiya” (Bykea, the facility for every necessity), is an all in one app for transportation,
logistics and cash on delivery payments. Our services help move people, parcels and payments
efficiently, saving time and money.
Bykea's commercial center administrations and postings help move individuals, parcels and payment
productively, setting aside time and cash. Unlike Uber and Careem (Main competitors) solve mobility
issues for the upper income segments, Bykea caters to the lower SECs. Initiated as a small start up
the business is now in its growth phase.
Its services were initially available only in Karachi, but it now has presence in major cities such as;
Islamabad, Lahore and Rawalpindi.

BACKGROUND
Bykea serves to the neighborhood huge masses of Pakistan with moderate ride hailing and package
booking administrations. It is a hyper-nearby commercial center which runs on an organization of
motorbikes. With Pakistan being the fifth biggest bike market on the planet, there is an enormous
number of working class individuals having bicycles and other tough things, for example, advanced
mobile phones which is a significant pointer of the size and wellbeing of the working classes in
arising economies. The two fundamental resources (for example Motorbike and a cell phone) claimed
by the focused on socioeconomic can be effectively used for procuring job. Bykea was the business
started to use these resources and use them for money age. It basically chips away at a publicly
support model which is connecting with mass market and all the more effectively using the resources
previously claimed by the individuals.
Being a tech business visionary Muneeb Maayr dispatched Bykea in Karachi in December 2016. The
thought behind Bykea was to give a reasonable method of transportation to the overall population
business occasion to the very monetary gathering that generally depends on bicycles as their methods
for transport.
All through his period at Daraz.pk, which he helped to establish in 2012, Maayr managed countless
customers, generally from rich monetary gatherings, for example, the upper and upper-working
classes. It was during what may be called his last days at the internet shopping website that he chose
to dispatch an endeavor that would encourage, or rather take into account, the majority of Pakistan's
enormous lower and center pay gathering, adding up to more than 90% of the populace with an
abundance of under $10000 (Credit Suisse 2015 Report). There were two things which he had as a
main priority. One was the conveyance side of the business where individuals expected to depend on
regular methods and held up 24-48 hours before the package was conveyed. Two, the reception of
GPS by the high society after Uber and Careem were dispatched, he figured how the main issue could
be settled.

TAREGT MARKET
Average middle class and lower-middle income economies.

VISION
Empower millions to connect, communicate and trade.

MISSION
Simplify affordable transport, logistics and payments.

CHALLENGES
1. Ensuring supply of partners [Getting enough people on board to keep the system running]
Uber and Careem do not encourage people to earn livelihood through other sources of work
other than their business. However, Bykea encourages its partners according to their
convenience [part time/permanently]. Due to this reason the supply of partners is not stable at
times.
2. Register more partners, as alternatives of the part time partners.
3. As Bykea falls under the category of Ride-hailing services, therefore, government does not
impose much restrictions on it. In case of Pillion riding, the company keeps its operations
running by switching to other category/services.
4. Language barrier - as the app caters to masses which is 80% of the population for whom Urdu
is a more valuable language than English.
5. Since Bykea is a Local app, it tends to promote the local language more than English. Not
missing on much as the population ratio is a small chunk. Yet dual languages will be made
effective in future. However, English version of the app is available for IOS users and the
company is working on a new and different UI (User Interface) for android users as well.
 6. The company has its own limitations, they cannot enter the market for competing with their
rivals using the car services.
7. As the name itself is explanatory, due to which no other means of commuting can be used
other than bikes.

SOCIAL IMPACT
We at Bykea plan to enable the network and extend the skylines of business in Pakistan by taking out
hindrances looked by the average citizens and entrepreneurs while attempting to contact and improve
the same number of lives in Pakistan to make a more grounded network and effect society for a huge
scope.

OUR SERVICES
Bykea Ride: We are Fast, Reliable, and Safe
Ride with Bykea to get to your end objective on schedule, securely, and at a negligible expense.
Bykea Mart: Your Order is a Tap Away
We will convey your things right to your doorstep disposing of the requirement for venturing out of
the house.
Bykea Delivery: Hassle Free Delivery Guaranteed
We offer bursting quick bundle conveyance administrations with live following. The substance are
protected so you can have genuine feelings of serenity while using our conveyance administrations.
Bykea Cash: Transactions at your Doorstep
Send or get cash, cover your tabs, or pull out money from the ATM without venturing out of the
house.
Bykea Classified: Buy, Rent, and Sell Items with Bykea Classifieds
Browse by categories to sell what you don’t want and buy what you do with the Bykea community.
Bykea Goods: Sending Domestic and International Packages has never been Easier
With moment booking, simple get, protection, and live following, Bykea makes merchandise straight
forward.
Bykea Checkout: Grow your business with Bykea
A web based selling answer for organizations in Pakistan. We help oversee conveyance and
installment assortment of your items.
Bykea Business: Bykea Business Panel
An online board encouraging little to medium organizations convey bundles to various clients super-
quick.

INDUSTRY ANALYSIS
“Motorbikes and smartphones are the only two assets our lower middle and lower economic groups
possess, and we want to utilize these assets to turn them into an opportunity [for them, and for us.”
Muneeb Maayr – CEO Bykea
Being a tech entrepreneur Muneeb Maayr launched Bykea in Karachi in December 2016. The idea
behind Bykea was to provide mode of transportation to the general public which is affordable,
Employment opportunity for the economic group that mostly have bikes as their means of transport.
Bykea serves to the local large masses of Pakistan with affordable ride hailing and parcel booking
services. It is a hyper-local marketplace which runs on a network of motorbikes. With Pakistan being
the 5th largest motorcycle market in the world, there is a large number of middle-class people
possessing and health of the middle classes in emerging economies. The 2 basic assets (i.e.
Motorbike and a smartphone) owned by the targeted demographics can be efficiently utilized for
earning livelihood.
Bykea was the business initiated to leverage these assets and utilize them for income generation. It
primarily works on a crowd source model which is reaching out to mass market and more efficiently
utilizing the assets already owned by the people.
2018: BYKEA make partnership with Mobilink telecommunication digital communications company
based in Pakistan to provide enhanced connectivity and efficiency to users. Whereas In 2018,
BYKEA & Mahwah and Jahangir Siddiqui Foundation (MJSF) joined hands with Bikers to support
scheme as well.
In 2019: BYKEA raised $5.7 million funding from local and international institutions for growing
their services.

ADDITIONAL FACTS
 3500 – 5500 active riders per day (Karachi only)
 Over all employees of all locations 250+
 Over all 100,000 registered drivers
 6000 – 7000 people online in a day (Major Karachi)
 1.2 million downloads for demand app
  100,000 downloads for supply app (Separate app for partner)
 90% of revenue is earned by motorbike taxi

UNIQUE SELLING POINTS (USP)

First to launch motorbike services (Careem and Uber started their bike services after 6 – 8 months)
fore delivery (No proper competition)
As Bykea is local app, the system can be easily modified in accordance to the needs and requirements
of the local demand and supply. New systems can be implemented much easily and quick as
compared to other competitors.
Amongst its rivals Bykea uniquely provides insurance to its both partners and customers.

REASONS TO CHOOSE US
8. Fast
Bike can through narrow roads and always to get to your destination faster than a car.
9. Safe
There drive partners are licensed, and their GPS are tracked to ensure safety for consumer.
10. Reliable
Bykea are always there for helping you at every step of the way through our customer support Centre.

PROJECT RESEARCH PROBLEM / PROJECT TOPIC

Effectiveness of Marketing Challenges in Bykea for making it more convenient for people.
 To analyzed costumer brands preferences
 To evaluate customer attitude toward the usage of bykea
 To evaluate costumer perceptions about the important factor using bykea services

We conduct an initial interview to identify the point to start working on the problems the marketing
they provide cause on people mainly create mind set of people gender wise they took it differently
likewise bykea try to provide easy to the user through there app and their simplicity in there
operational model though they face some challenges, The most frequent marketing challenges faced
by Bykea are mentioned in above chart broadly, that is mindset of people such as the affordability of
people, timely availability of Bykea, and another broad issue is of gender used bykea services
differently which is delivering services female associated while bykea ride with male, other services
like mart and market and cash services are not popular they also work on the easiness of its App.
These are the factors that cause by direct impact on the marketing of Bykea.

RESEARCH QUESTIONS
1. What do you know about bykea?
2. What is the mindset of people using Bykea?
3. What are the issues you face using bykea?
4. According to you what attracts female customers toward bykea?
5. How do feel using the Bykea App?
6. What measures should be taken to improve Bykea’s marketing?
7. How was your experience with bykea?
8. What are the known services bykea provide?
9. What services you used in bykea?

SIGNIFICANCE OF THE PROJECT

This research would help Bykea to identify marketing gaps and to take measure in account to
improve Bykea’s marketing and the challenges that company is facing. The purpose of this project is
to find out the marketing gaps, and we will be going to bridge the gaps that enable Bykea to be the
top-notch brand in the industry. By doing research on the marketing gaps and service convenience,
we would be able to highlight the most common issues that Bykea’s customers have faced. To avoid
those issues in futures, we would also propose its best solutions as well. This project will be based on
survey interview which will be conducted with the Bykea’s customer. To get the best customer
insight, we have prepared a detailed opened ended oriented questionnaire. By the end of this end
research, the significance of this project will be clear and vivid.

INDUSTRY ANALYSIS
Bykea serves to the local large masses of Pakistan with affordable ride hailing and parcel booking
services. It is a hyper-local marketplace which runs on a network of motorbikes. With Pakistan being
the 5th largest motorcycle market in the world, there is a large number of middle-class people
possessing and health of that classes is economically emerging. The two basic assets (i.e. Motorbike
and a smartphone) owned by the targeted demographics can be efficiently utilized for earning
livelihood. Bykea was the business initiated to leverage these assets and utilize them for income
generation. It primarily works on a crowd source model which is reaching out to mass market and
more efficiently utilizing the assets already owned by the people.

SWOT ANALYSIS OF BYKEA

Strengths Opportunities
All in one app for multiple services Increasing employment opportunities
Reasonable fares and timely services Scope of increasing technological
(smartphone and internet usage) awareness
to the masses
Easy to use platform and low operational
cost
No peak factor
COD (Cash on delivery) Wallet
OTC (Over the counter) Services

Weakness Threats
Caters to the only the male segment of the Limited scope of business
target market due to the nature of business
(Women and aged people can not avail the
services)
Language barrier Unfavorable government restrictions
Environmental constraints Lack of technological knowledge in people
Mode of payment Increased competition which influences
driver partners and customers to alternative
offerings
Unprofessional and unethical drivers Unacceptable culture for women
High dependence on technology
Lack of communication between partner
and management

PESTEL ANALYSIS OF BYKEA AGAINST COMPETITOR

 Consumer/Social Along with creating opportunities for millions of peoples to use the
power of connectivity and save money and time. Bykea aims to
maintain good relations with its partners by providing bonuses,
medical assistance, insurance policies and other on service
facilitates.
Competitive The biggest universal players in the game i.e. Careem and Uber
(Operations merged) are the key competitors of Bykea. Even though
delivery is not a large part of the business, yet Bykea provides
efficient services in the category of Fori Delivery as compared to its
competitors providing similar services such as;
 Delivery by Careem
 Hazir service by TCS
Bykeas’ numbers of deliveries are much higher in this category than
its competitors [Especially better than TCS Hazir service]. Apart
from the Fori Delivery, courier services provided by its competitors
are greater than Bykea for which they are treated as Service
associates.
Technological Bykea has the flexibility and scope to readily adapt changes in
technology.
Economic Bykea helps people, parcels and payments get to a destination in the
most cost-efficient way.
Legal/Regulatory As Bykea falls under the category of Ride-hailing services the
government does not impose much restrictions it. In case of Pillion
riding, the company switches onto its other services

ANSOFF MATRIX OF BYKEA IN THE LITE OF COMPETITOR

Market penetration: Facilitate the target market to build a strong brand name and goodwill with its
existing key services in the four targeted cities of Pakistan i.e. Karachi, Lahore, Islamabad and
Rawalpindi only. Services can be made better by training the partners for the facilities they provide.
Maintaining the quality and providing notable customer services.

Product development: With the help of intensive Research, development and innovation Bykea can
launch more services with enhanced specifications in the prevailing market in order to have a
competitive edge with its rivals. Such as introduction of Debit Card support, Bykea will also aim to
have a significant number of women drivers as partners for the female customers. However,
integrating a large-scale change in the overall culture will take time.

Market development: While expanding its services to the local upper-class market in future, Bykea
will strive to sell its existing services into new markets implementing new pricing policies while
moving to new geographical locations. Such as; serving all the economic classes of many cities in
Pakistan.

Diversification: Living up to its lead slogan Bykea will enter the ‘Super App Category’ along with
providing services nationally and internationally. In terms of expansion, Bykea can to learn from
their successes and failures of its rivals (Uber and Careem) in order to scale up their technological
platform and its operational capability to go nationwide and beyond.

Table of Competitor analysis (rank your company against competitors)

Key Success My Major Major
factors in Organization Competitor Competitor
industry BYKEA CAREEM UBER
1 Application 8 7 8
2 Bike Ride 9 5 6
3 Delivery 9 7 6
4 Mart 7 - -

LITERATURE REVIEW:
Article 1
Alexandra Perju-Mitran and Andreea Elisabeta Budacia wrote research on “Gender Differences in
Modeling the Influence of Online Marketing Communication on Behavioral Intentions” The
objective was to check online marketing effect on Gender.
They used Independent variable Trust, Usefulness, Informative character, relevance on dependent
variable Attitude. They used Structural equation modeling by means of the partial least squares
method model analysis which will be performed for each gender group. PLS regression algorithm As
a result probability of 0.3 of trust 0.4 of usefulness 0.2 on innovative character dependency of
attitude. If they sum up the previously validated model which they maintained without biasness of
gender, although they know there are notable gender differences in the online marketing
communication response. A potential future exploration endeavor could be aimed at growing the
model and seeing how the results could be additionally used to animate shoppers to react well.

Article 2
BENDEKOVIC, J. & SIMONIC, T. & NALETINA, D Signify Of Marketing Strategy For
Achievement Of Competitive Advantage Of Croatian Road Transporters
 Due to increased concentration of industry and production on the global level, volume of
transactions for a single customer increases;
 Increased demand in the transport activity requires a higher level of service (delivery at the
appointed time, multiple deliveries);
 Requested specialization require huge investments;
 Focus on logistics services (warehousing, packaging, labelling, etc.).
In this research Independent variable service quality, services availability, stability, cost of transport,
delivery, reference, integrated services effect on Dependent variable transportation and data is
collected from other research papers, industries and European Commission DG for Energy and
Transport, 2006. After adapting data and the questionnaire was used for the primary research. The
questionnaire was sent to the addresses (directors/heads of procurement and logistics departments) to
cover up all of the largest food and retail companies in the Republic of Croatia. Responses received,
Represents a rate of 95% success and is the above average turnout.
The nature of transport administrations should be arranged, executed and controlled through three
measurements: reliance, adaptability and advancement. An organization that means to offer quality
types of assistance should be centered around what the client determines as a quality, and not just on
the mentalities of representatives and the executives about what is acceptable Decide the incentive for
clients dependent on three gatherings of administration attributes (charge for administration,
administration quality and administration accessibility), or eight sub-things (cost of transport
administrations, taking consideration about the client, the soundness of the store network, total
conveyance, references, adaptability, regarding the characterized terms, coordinated administrations);
2. Measure consumer loyalty with the current help and to distinguish their assumptions from the
administration later on

Article 3
This article on Factors affecting customer loyalty to ride-hailing taxi services was written by Duy
Quy Nguyen-Phuoc, Diep Ngoc Su, Phuong Thi Kim Tran, Diem-Trinh Thi Le, Lester W. Johnson.
The purpose of this study is to better understand the dynamics of variables affecting loyalty intent of
ride-hailing passengers and the satisfaction. There are two variables in this article, which are:
 Dependent variable: Satisfaction (SAT), Loyalty (LOY)
 Independent variable: Perceived sales promotion (PSP), Perceived service quality (SEQ),
Perceived benefits of booking app (PBE)
The data was obtained in Vietnam by surveying 559 ride-hailing passengers and analyzed using a
Structural Equation Modeling (PLS-SEM) approach to Partial Least Squares.
The results show that three variables, including the perceived advantages of the booking app, the
perceived sales promotion and the perceived quality of the service, have direct effects on
passenger satisfaction and loyalty, in which the perceived quality of the service is more important
than the other variables.
In recent years, ride-hailing services increasingly become popular around the world with the advent
of new transport technologies. In developing countries where, due to the lack of investment, public
transport (PT) systems are usually weak, their services have become more important as they are
regarded as a type of PT mode. It is important to understand the loyalty intent of ride-
hailing passengers as it is to be a prime long-term financial success determinant. The operation of
these programmes will improve urban mobility, which can contribute to local investment and
government revenue increases.

Article 4
Kannan Govindan, Beatriz Jimenez-Parra, Sergio Rubio, María-Azucena Vicente-Molina authored
Technology Problems and Opportunities Facing Marketing Education. The special issue seeks to
address marketing challenges for remanufactured products and to provide a deep understanding of
their barriers, along with mitigating approaches and future opportunities." By analysing different
marketing techniques, customer preferences, pricing and branding decisions, and optimised green
transportation, the articles present and examine opportunities to develop marketing approaches for
remanufactured goods.
Quality, price, and demand functions are the variables selected for this analysis. Five-tier-one cities,
21-tier-two cities, and 45-tier-three and lower cities were surveyed; one-third of the samples were
from each sub-region. As the method to analyse the results, IBM SPSS Statistics 22 was used.
In addition to discussions on different influence factors on marketing issues for remanufactured
goods, including marketing characteristics, consumer willingness, pricing practices and performance
appraisal methods, this editorial note summarises the results of the papers published under this
particular problem.
In the promoting issues for remanufactured merchandise, numerous elements have been recognized
and tended to, in which most of studies show that the absence of client premium for remanufactured
items is a critical deterrent in the advertising of remanufactured items. Nonetheless, this SI furnishes
inventive thoughts along for certain doable arrangements including future open doors that exist for
some, advertising issues of re fabricated items and, what's more, it offers various viewpoints and
addresses every corporate level.

Article 5
Article "Disruptive Transportation: The Adoption, Use, and Impacts of Ride-Hailing in the United
States" was written by Regina R. Mishra, Clewlow, Gouri S. The goal of this report is to provide
early insight into the impacts of ride-hailing on the adoption, use, and travel behavior. The report is
organized around three main topics and key outcomes. This paper presents results from a detailed
travel and residential survey conducted in two phases between 2014 and 2016 in seven major U.S.
cities, with a targeted representative sample of their urban and suburban populations.
In major metropolitan regions in the United States, an internet-based survey was deployed, gathering
demographic, travel, and residential preference data as briefly mentioned in the sections below.
 Ride-hailing is adopted unevenly through income classes and age groups.
 Ride-hailing is mostly used by metropolitan Americans, but less by those in the suburbs.
  Ride-hailing users have car ownership rates close to those of anyone else.
There are many viable options based on this initial evidence that are likely to contribute to increased
mobility in major cities, thus paving the way for more informed future decision-making. The findings
discussed here are unique to ride-hailing and do not explicitly extend to services such as car sharing,
bike sharing, or micro transit.

REVIEW OF INDUSTRIAL CASES:

1. Uber Case Study: How the Ride sharing Giant Keeps Its Brand Strong
The Uber brand, however, continues to be influential and recognizable, an asset which is almost
likely to continue. Uber's brand put the power of transport through its smartphone into the hands
of riders. Owing to questions about Uber's profitability, among other things, the stock has had
issues. The very public self-reflection of Uber had several other workers casualties. Hope can also
be found in the willingness of the organization to overcome threats to its very life. These clients
wanted something better and were the main foundation for Uber. The entrance of Uber into the
stock market has been fraught with problems. Navigating Tough Waters There will be no
complete or accurate Uber case study without recording the struggles of Uber over the past few
years. Kalanick acknowledged this, along with Uber's management. In many ways, Uber's
commitment has proven to be the core value to which its brand is most closely related. Travis
Kalanick, the CEO and co-founder of Uber, began to face criticism over the culture of Uber's
company. In this Uber case study, it is this dedication that also proves the greatest lesson for
others. Lessons from the Uber Case Study In one way, Uber is a completely unique organization
whose success would seem impossible to imitate. The entry of Uber into the opaque ride-for-hire
environment also allowed it early on to identify innovation as its primary engine. Some Uber
executives also go the extra mile to participate and see what the drivers of Uber experience as
regular Uber drivers. The commitment of Uber to concentrate on technology and innovation
contributes to the significance of defining a strong emphasis on brand strategy and messaging.
The catalyst behind Uber's initial success was creativity in the Driver's Seat Innovation. Do you
have a great smartphone or web app idea and want to replicate Uber's success?
1. Grab Case Study: How It Has Expanded As A Super App In South East Asian Countries?
In South East Asian countries, 2019- A Super App Emerged to get effect. They have mentioned
the lessons by which one can learn from, and Grab the super app trend. It charges 25% of the trip
fees (Malaysia) and 16% of the trip fees (Philippines) for using their app service. How did it
grow into a Mega App? The logistics distribution service has been registered under the name
Grab Express. 2016-Launched Grab Pay as an online payment service and Grab Food as a service
for online food delivery. Thus, under one roof, Grab began providing many on-demand services,
similar to the Gojek model, and emerged as a mega app in Southeast Asian countries. Grab App
Grab Food In May 2018, Grab began to provide food delivery services under the name Grab Food
as part of its plan to emerge as a mega app. After Grab Food's growth, the giant launched its Grab
Express grocery delivery service in July 2018, in partnership with Happy Fresh, the Southeast
Asian grocery service provider with delivery. By creating a super app like Grab, choose the
business of your choice and build your brand as a market leader in the on-demand industry. This
app is design to pay for their ride-hailing and food delivery services, transactions from the store,
and transfers of funds. You can put all imaginable business that can be taken on-demand under a
single roof with an on-demand app on board. Because of the strategies it uses to maintain its
customer base, Growth Hacks to learn from Grab Grab might extend its operations to different
market verticals.

2. Careem Case Study: How Careem utilized Adjusts technology to scale their business
through granular data collection
In the Middle East and Northern Africa region, Careem is the leading app-based car service.
Careem has raised more than $421 million in funding to date and continues to introduce
exciting services such as Careem for Mothers, Careem for Kids, and monthly bookings, unheard
of by other taxi services, to the app. The Challenge: How to scale a marketing initiative
effectively by precise calculation of the campaign It costs to be first and Careem's founders
discovered a major business opportunity in the Middle East that paid the company massive
dividends. Initial investment has helped Careem develop and upgrade the app with more
features and invest more heavily in ads. For him, this meant that the company needed to spend
heavily in promoting their mobile app and they needed to measure all the marketing campaigns
and post-install activities to do so efficiently. To optimize CPO and ROI, the Solution
Measuring, Scaling, and Benchmarking required a way to see the entire user journey through
various campaigns, from organic to retargeting, and then back to organic. Careem synchronized
all of the granular event data back to its servers by tagging and monitoring all of its in-app
events from install to first trip. Christian Eid Careem's VP of Marketing, also began using the
Adjusts Fraud Prevention Suite, which ensured that the analyzed and paid for data was clean
and accurate. By leveraging Adjusts services, Careem was able to demonstrate the effectiveness
of its mobile marketing operation and scale the company through granular data collection and
analysis by - bookings by 35 percent and optimising CPO by 40 percent. By getting the full
picture, Careem has been able to effectively spend its budget and create and execute effective
marketing strategies.
METHODOLOGY:

Research:

Process of searching for a specific problem in an organized and in a reliable way to Payton (1979).

OR

A pursuit of trust with the assistance of study, observation, comparison and experimentation, finding
for knowledge through objective and systematic method of solutions to a marketing problem.
Kothari (2006)

RESEARCH PURPOSE:

The purpose of our research is to identify the company problem and suggest them the best
possible solutions to overcome that problem. We are covering the 4ps of marketing which include
product, price, place, promotion, that how these factors are being implemented in company products
as well as company factors that includes the price of Bykea, availability, accuracy, and its approach
and will identify these factor on the basis of interview’ .

RESEARCH APPROACH:

There are several types of researches:

Basic Research: Non-commercial research which does not facilitate to create or invented in anything
or to provide results.

Applied Research: Solution of real life problems as the gaps in current strategies.

Problem Oriented Research: Focuses on exact nature of a problem to provide the relevant solutions.

Qualitative Research: Non statistical method/Research conducted on the basis of one to one
interview, focus groups, and on the basis of analysis.
OUR RESEARCH APPROACH: The method which we will be selecting for our research would be
the qualitative research where we initially conduct interview with bykea official to get the basic
understanding of the research purpose and to get the actual bases of the wording which they used is
the effect on mind set of consumer, female costumer and easiness of the bykea app. that leads to
collecting the new data for the evaluation from our target market user based . This research will be
conducted with the implementation of the thematic analyses that includes recursive abstraction, text
interpretation and discloser analyses for the results in the form of theoretical for the time saving

DATA SOURCE: The method of the collection of data that is being categorized in two form that is
primary.

 Primary Data: Scratching the new data

The source which we will going to use in our research for the collection of data will be the primary
data source in which we will going to collect the fresh data by focused target market through
interview questionnaires because the primary data has more probability of getting an accurate results
and chances of errors are moreover less as comparison to secondary data.

TARGET AUDIENCE: Our target audience which we will be going to target for our data collection
will be the individuals that lies under the age bracket of (16yrs to 45yrs) because these are the ones
who are aware of using apps and the services. Individuals lower or above than the mentioned age
bracket are mostly unaware of these applications or they don’t know how to use it.

SAMPLE SIZE: The data which we will be going to collect for our research will be around 10 to 20
respondents from different age groups which includes (students, workers, and female workers).

DATA COLLECTION TECHNIQUE: The data which we will be going to collect from our target
market will be through interview in which we will gather the data from people belonging from
different mind sets as well as from different locations all the data will be collected from all these
categories will later be merged for the evaluation.

SAMPLING TECHNIQUE: Will be conducted in a purposive and convenient approach we will be

going to equally collect the data from the respondents residing in different locations like 5
respondents from airport side belonging from the age group that’s how we will collect the data
through systematic as well as with purposive approach.

ETHICAL CONSIDERATIONS:

All the data which we will be going to collect from our market will be used in an ethical way for our
research purpose only and will be used for our marketing purpose in which we will be going to
improve our marketing strategies for the beneficial of the company.

In addition, this research is conducted with the mutual consent of Bykea and IQRA University. We
have received the permission from the Bykea’s authorized management and the HR department of
Bykea and have documented everything in written. Which is undersigned by the both parties. Both
parties refer to the Bykea’s management team and IU Bykea’s project students named as: Zain
Ahmed, Shunamme Benjamin, Zara Javed and Salman Nazir. Furthermore, with reference to the
ethical consideration, all the data which is used during the project shall remained confidential and
shall not be utilized in any other activity or assignment. And shall not be disclosed with anyone as
this may lead to the breach of consent between both parties which is ethically intolerable.

FUTURE IMPROVEMENTS

This project is collected from few source with limitation of as mindset, easiness itself is a very vast
domains and we cannot measure it with just above mention interview questions further more as
bykea increase services in different areas it also required to further as this studies is highly restricted
to Karachi and it may be different results in different cities of Pakistan .
 Formulate Design data
Gather research Literature collection Data Data
Time line information Introduction Question framework Write Proposal review form collection Compilation Analyses Submission

week 1 Faculty Meeting

week 2 Faculty Meeting

week 3 Faculty Meeting

week 4 Faculty Meeting

week 5 Topic
Research
week 6 Papers
Background
week 7 knowledge
identify research
week 8 question
research
week 9   design proposal

week 10   approve  

week 11     compilation

week 12  

week 13 questionnaire

week 14  
Random
week 15 collection

week 16  

week 17    

week 18 Results

week 19  

week 20 Submission

week 21
THEMATIC ANALYSIS

Thematic Analysis refers to the one of the methods conducting Qualitative Research, application of
this process is done on the script and response of the interviews. It is based on six steps which
includes Familiarization, Coding, Generating Themes, Reviewing Themes, Naming Themes and
Write up or Summary.

Thematic Analysis of Bykea has been conducted to find out marketing gaps, an interview
questionnaire is designed accordingly which is covering customer mindset, experience of services,
app usage and customer’s feedback about Bykea. Interview type is some sort of structured and
defined. However following questions have been inducted to get customer insight.

Q1) What do you know about Bykea?

Q2) What is the mindset of people using Bykea?

Q3) What issues you face using Bykea?

Q4) According to you what attracts female customers toward Bykea?

Q5) How do feel using the Bykea App?

Q6) What measures should be taken to improve Bykea’s marketing?

Q7) How was your experience with Bykea?

Q8) What are the known services Bykea provide?

Q9) What services you use in Bykea?

These set of questions have been designed to find out the exact marketing or services related issues
that Bykea customers are facing, these responses don’t only consist of issues but also have been
provided so many modifications and improvements that any business needs to be more better and
sounds satisfactory from a customer point of view.

We have taken sample size of 24, means we have interviewed 24 Bykea customers and got detailed
answers in response of aforesaid questions. Interviewee’s details and their responses details are as
follows, the purpose of showing interview details is to elaborate the use of Bykea in different
marketing segmentation which classify them by their occupations, professions and social class.

Interviewe
S. no Interviewee Date Time Organization Position
r
Densohall Medicine
1 Shunamme Obaed Ur Rehman 2-May 7.51 PM -
Market
2 Shunamme Romala Alfred 2-May 9:40 PM Nasra Schools Resource Mobilization Executive
3 Shunamme Naushad Sami 2-May 10:30 PM unemployed -
Community Growth and Content
4 Shunamme Abigail Xavier 3-May 10:30 AM Noon Academy
Lead
5 Shunamme Dr. Ashbeel Edgar 3-May 12:22 PM Bodystation gym Physiotherapist
6 Zain Iqra Jamal 3-May 7:00 AM School Assistant Campus Head
7 Zain Nishat 3-May 1:40 AM not working -
8 Zain Sara khan 2-May 11:53 PM kid universty(school) Part time teacher
9 Zain Juvairia 3/5/2021 7:39p.m Zameen.com Project Sales Associate
10 Zain Habiba Hina 4/5/2021 7:40 S material Recruiter
Relationship Manager
11 Zara Noman Ghani Awan 4-May-21 9:13 PM Habib Metropolitan Bank
Commercial - South
12 Zara Arsalan Rasheed 4-May-21 10:30 PM NRA Toursim and Travels Own Business
Arfeen Group of
13 Zara Zainab Abbasi 4-May-21 11:00 PM Senior Accounts Executive
Companies
14 Zara Khawaja Waseel 4-May-21 10:15 PM M&P Courier Marketing Manager
15 Zara Ovais Munaf 4-May-21 11:05 PM Al Rahim Textile Group Finance Manager
16 Salman Arash Kamal 3-May 12:00 AM Zepto Systems Branch Manager
Muhammad Mohy
17 Salman 2-May 8:17 PM Zepto Systems Admin Executive
Uddin
18 Salman Abdullah Javaid 4th May 8:54 AM Unemployed --
19 Salman shumaila hareem 5th may 3:15 PM Atom point pvt ltd Hr
Paint Bucket
20 Zara Syed Adeel 5-May-21 1:30 AM Own Business
manufacturing
21 Zara Talha Nasim 5-May-21 1:20 AM Mediavest Pakistan Digital Marketing Lead
College of Banking and
22 Zara Sameer Yahya 5-May-21 11:00 PM Admin Coordinator
Finance
23 Zara Shahrukh Khan 5-May-21 11:00 PM Freelancer Entrepreneur
Bank Islami Pakistan
24 Zara Ayesha Khan 5-May-21 9:23 PM Relationship Officer
Limited

Above chart shows that Bykea is also used by professionals which includes officers, managers,
banker, entrepreneurs, teacher, doctors, freelancers or the people who are working from home and
running online business. This shows that people belong to every class preferred and experienced the
services of Bykea. Which is a very good indication for any brand. Bykea was founded in 2016, within
4 years, it has gained a sound brand recognition, brand visibility and became familiar in major cities
of Pakistan.

Now, here we are discussing the responses which were received from the Bykea’s customer one by
one:

Interview Response of Question#1

S.no What do you know about Bykea?

1 Well explain by its name buy'kiea
2 Ride hailing and logistics company
3 Bykea is one of the best local services providing company that keeps improving its customer satisfactions.
4 It’s a ride hailing service
5 Bykea is a service like uber which you book for your travel on bikes.
6 A bike service for travelling.
7 Bykea is Pakistan's leading ride hailing and logistic service
8 It’s a delivery and bike services provider.
Bykea is all in one application and a service launched in Pakistan for transportation, logistics, and cash on delivery
9
payments that provides a means of convenience and ease to its everyday customers at cheap rates.
good service for boys because girls are not comfortable to used Bykea i personally not used Bykea for traveling, yes i
10
used it for parcel sharing, logistic service this i know about Bykea.
11 Bykea is service provider for pick and drop and delivery of any kind of commodity from one place to another place
12 Basically, Bykea is an App that we can use from moving one place to another or for delivery services
13 Bykea is an application people use it for delivery purposes and collection of Cash
14 For me, Bykea is a kind of digital App, which made people's life easier
15 Bykea is known for the cheapest conveyance and instant deliveries
16 Bykea is service through which we can travel, send and receive different items
Bykea is a transport service we use it as a local transport we have options as we use buses taxies or other
17
conveyance so Bykea is just a service or just like a public transport
It is a social app which makes it easier for its user to have a suitable transport available at reasonable fares on their
18
doorstep
19 An online app used for transportation
20 A service being used for transportation
21 Bykea is a delivery and transportation solution
Bykea is basically a transportation and parcel delivery company which uses bikes to fulfil this purpose. The company
22
is based in Karachi Pakistan and was founded by Muneeb Maagi in 2016
23 Bykea is a service for commutation and they also provide logistics services.
Bykea is a one stop solution for its customer and people use it to reach different destinations and I have experienced
24
Bykea in sending parcels and frequently use this service

Interview Response of Question#2

S.n What is the mindset of people using Bykea?

o
1 Easy accessibility
2 To avail convenient services
People tend to move from one point to another point in the city, focuses on relaxed travelling method, which is
3
completed by the usage of Bykea service.
4 Quick and instant deliveries
5 It helps you reach your destination more easily saving time.
6 Convenient and fair rates for traveling.
7 they find it very useful and helpful for them
8 To deliver goods in reasonable prices.
Bykea offer their services and to connect with their communities to create communication, business opportunities,
9 and service opportunities. People have their perspective about Bykea that they wouldn't mind paying a few rupees
extra for a longer commute time as it’s an easy one-click pick and drop and delivery service.
boys mind set is they get on time ,because when using own bike it can be punctured or the expense of petrol and
they have to ride as well this is very cheap they prefer as they do not want to ride himself and girls used as logistic
10
service, it quick to send something is very lengthy process for girls if the thing they send is not eligible for fraud or
snatching they used Bykea
11 the usual mind set of Bykea users is it's very economical and time savvy
the mindset of Bykea users is they can easily reach their destination timely or without consuming time with they can
12
consume by using other medium of transport
13 People find it safer because I haven't heard and read bad reviews of Bykea so far
Mind set of people regarding Bykea is, rather than moving from one place to another, you can get anything delivered
14
at your doorstep through this channel
15 To avail timely services in cheapest rates
16 Mostly people use Bykea for travel
everyone wants to go on their locations and their office and there work as soon as possible. that’s why we use bike
17
services rather than buses or car services
18 Easy and affordable transport service that is available at any time anywhere
19 Convenient pick and drop service on demand at anytime and anywhere
20 Bykea is cheaper and convenient, it's quite cheaper than Uber & Careem.
21 Bykea concept is we get rides through rides; they have different features, but people are not familiar with that
During this pandemic, a lot of us are avoid going outside from our homes. Nowadays, the mindset of people using
22 Bykea is to avoid unnecessary visits to the grocery stores. Now with Bykea, you can order your groceries as well as
you can deliver the things too safely.
23 People prefer Bykea since it’s a more economical option as compare to other services of the same nature.
People think that it’s an easy way. If they are not able to reach particular destination themselves, deliver things
24
themselves or provide any other service themselves so they use the company services instead.

Interview Response of Question#3

S.n
What issues you face using Bykea?
o
1 They are working very well, few times we face issue regarding network.
2 Too many issues such as charges issues + ride booking takes too much time on the missed call facility
3 Some unprofessional drivers sometime make us feel like we are not traveling safely. But it's very rare case.
4 No option for online payments
5 Once i faced an issue when i sent a parcel and the Bykea rider phone got switched off.
6 Riders sometimes not available.
 sometimes rides get cancel due to not understanding of locations given by the customer. Sometimes riders have
7
insufficient fuel issues
8 Trustable person who deliver our goods properly to our clients.
9 1) sporadic glitches,2) Drop-off location not set at the start of the ride,3) No waiting charges or cancellation charges
10 i used 4 to 5 times i never faced any issue as such
Normally travelling on bike is very riskier, it's quite difficult to travel on bike in a heavy traffic, it's very risky, lot of
11
accidents might happen every day and also happened to me
12 I use Bykea quite sometimes and my experience is good
there was one time, when Bykea was offering some discount, when I opened the App, and I just entered the delivery
13 address, where I wanted my things delivered to, when I did that, I really didn’t get the tracking ID or address and I
was unable to track that. that was only one time. otherwise its fine
the services were pathetic when I used it first and COD option was not available then I find it costly as I have to some
14
courier company and get my things delivered
15 Not at all but Sometimes, app doesn’t work in some locations.
I use Bykea for travel and the issues i face is that the Bykea person is not available do not arrive on time and make
16
lame excuses to cancel the ride
17 sometimes persons not available. Sometimes issues of getting the exact location
18 Connectivity and Bykea partners not tracking the location because of their amateur abilities
19 Rides get cancelled without any valid reason
20 Main issue, I had faced using Bykea, their integration with Google map is quite poor
no such issues found or to be highlighted but I can be with subject to address and delivery, also map integration
21
doesn’t work well
22 I face no issue while using Bykea but sometimes the app crashes and restarts itself over & over again.
The interface of the app is not that user-friendly as of apps like uber & Careem. And sometimes its glitches with the
23
location.
Whenever I use Bykea, the only issue which I face rarely is a bit of delay in service which is itself an opportunity cost
24 which may not be compromised if I use any other service. But customer loyalty is the key, so I prefer using Bykea for
services.

Interview Response of Question#4

S.n
According to you what attracts female customers toward Bykea?
o
1 No idea. It depends person to person
2 Convenience of stepping out of home to get for grocery etc.
3 Food delivery service
4 Convenience and safety
5 I really don’t think many of the females here in Pakistan would go on Bykea because of the mindset
6 If there will be female riders also.
its reasonable and easy to go to your destiny even how far it is mostly female customers don't use this service as its
7
bike riding service, but i can say it’s very useful for male customers
8 To deliver goods of their online businesses
Women cut a shopping trip midway if it inconveniences family members so Bykea came with a Bykea checkout and
Bykea mart services that it offers which provides comfort and convenience with safe and hygienic products at your
9
doorstep. Furthermore, it also provides a fast-paced delivery from one location which attracted me towards Bykea in
my busy hectic schedule
again, i would like to answer the same thing because attract Bykea is for logistic i never used for travelling and my
10
friend circle also not used it for traveling
Living in a society where female driving on a bike is not considered appropriate or good, there is not a lot of attraction
11
for female customer apart from using delivery services
 Yes, there is an attraction for females’ customers, if they want something/grocery at their doorstep, they can get it
12
through this App.
I think it's more convenient for women who are working from home or who are running their online businesses, they
13
don’t need to rider hired, they can get anything delivered at anytime
14 I don’t have any idea on this
Bykea Mart services, you don’t need to go out every time whenever you required something, you can make the
15
delivery of that product available at your doorstep within less than 30 minutes just because of BYKEA.
16 Don’t know
17 No idea
18 Don’t know
19 It’s very good app if u want anything at your doorstep, we can easily get it
the delivery service that any item, anything you can get delivered at home and that's the main attraction for females,
20
even my family uses this service
Bykea attracts females’ customers by in their home businesses for delivery purpose, can't be convenient for females
21
for ride purpose
What I believe is that, female customers like to be in their comfort zone, and they want all things at door step
22
without doing much effort. So Bykea is doing a great job in facilitating such needs.
The more common use of Bykea in female customers is the service of logistics and delivery. Female customers usually
23
use this app to send parcels or shop at home & get delivery at doorstep.
The thing that attracts me towards Bykea is a one stop solution to all the problems. Like the most fascinating service
24 that I use the delivery service. I once used this service to deliver a cake to my friend 12:00 AM and the parcel was
delivered timely.

Interview Response of Question#5

S.n
How do feel using the Bykea App?
o
1 Perfect app other than careem and uber
2 Hangs too much and too much time consuming
3 Map interface for booking a ride needs improvement. Otherwise its very easier to use Bykea app.
4 I can run errands and multitask from the comfort of my home
5 The app is really good it helps you do a lot more like other apps.
6 Convenient if you don't have transportation facility.
7 i find it very useful and easy to use. They need to improve their GPA system in their applications
8 Good/comfortable
9 I feel really good while using this service as it meets my expectation level and I would give this app a 5-star rating
10 it's user friendly, easy to operate
11 it’s very convenient and easy, you don’t need to put much text, it's quite easy to use for everyone, for every age group.
12 while using Bykea App, it is very easy app, by using few clicks, the rider is at your doorstep
13 Bykea App is fine and easier, but I think I need a little more modification
14 they have rebranded an industry, digitalized, it was quite good. I feel good while using it
15 It’s good but I find Bykea cash and miscall services irrelevant
16 i feel good in using Bykea app as its very simple and convenient
17 it’s a very good application and very easy to use
18 Comfortable because it is one of the best online platforms that had made the transport service available easily
19 A very friendly and easy app to use
20 I feel quite comfortable using Bykea sometimes
it should be easy to use as compared to careem, Bykea has more services than careem, I find this app difficult, this can
21
also only be used by literate people
22 I am satisfied with the app as it is very user-friendly as well as the context and content of the website is very interesting.
Bykea is offering so many services that at times there is so much to see on the screen so the appearance can be
23
improved to provide a pleasing experience while exploring app
The app is very time saving since it saves people from all the chaos of going out and looking for rides and other
24
transportation problems, so it is a time saving solution for its customers.

Interview Response of Question#6

S.n
What measures should be taken to improve Bykea’s marketing?
o
1 They do have limit regarding speed. They don't increase speed more than 40 even if we are getting late.
2 First improve the services itself marketing is good enough
A consumer always finds interest when he or she gets any good advantage like promotional codes for discount,
3
bonuses on special days and loyalty rewards. Bykea needs to increase the quantity of these promotional things.
4 Expand target audience
5 Proper training sessions and client rider satisfaction ratio check
6 Improve digital marketing and try to make the ride cleaner and more convenient.
7 they need to do more work on advertisements on social media marketing and tv commercials.
8 More features with proper instructions to be add in app.
As Bykea is playing a vital role and becoming the leading app in transportation sector so improvement should be
made in Bykea marketing which include funding in the application of Bykea for a proper one step click service. Also
9
more billboards and advertisement cost should be spent so that people get aware of this service and use in in their
daily life to make their life hassle free and simpler.
female used it, i know they used it but they do not used it as many because they are not comfortable and they don’t
10 have permission from home this is an issue resent marketing like "Bykea to samjho bhahi kia " is good but those girl
who do not comfortable will never use
I think should adopt the marketing strategies used by careem and uber tough, I don’t know what budget do Bykea
11 have, however they want to expand or if they want to grasp more market share, they have to follow the footsteps of
Uber & Careem in terms of TVC and other advertisement
12 Basically, my suggestion for Bykea's marketing is that, they should follow Uber & Careem's Marketing strategy
I think Bykea should give off more promo codes, in my experience, customer gets more attracted towards the brand
13
when they are offered these promotional campaigns
14 I think Bykea should utilize more channels and expand their product line
By advertisement, it reflects that this service is mostly designed for males, however they should make advertisement
15
that reflects that it is also useful for females
Bykea should try to register those riders who are willing to work they should try to monitor the quality id their riders
16
work through customer feed back
17 give more promos for making there market stronger
Should make the bike service mandatory to ensure the safety measures for Bykea users which will encourage them to
18
use it more frequently
19 should add more features in their app more facilities if they can
just the convenience part should be more focused in the marketing to improve the customer service and the map
20
part as well
From a marketing point of view, User interface should be transformed to easy to use, need to categorize, that would
21
be good
Reviews and ratings of satisfied customers to be prompted on the screen in the first place and complaining reviews
22
should be discouraged to be prompted on the screen, this will help in better marketing.
 The most appropriate marketing tool that Bykea should use is the promotional codes. This is something that attracts
23
lot of customer because people wish to receive economical services with best standards.
Google ads that improve the company image should be more emphasized and similar SEO marketing campaigns
24 should be run on the website or app and the company should work towards digital marketing and may use Gorilla
marketing strategies.

Interview Response of Question#7

S.n
How was your experience with Bykea?
o
1 Great.
2 Worse in many scenarios
3 So far, being a user since 2018, i would rate 8/10. On the other hand, it is very convenient to use Bykea service.
4 Mostly good but the riders sometimes don’t make enough effort to find address
5 Overall i would rate 8/10
6 Good
7 My experience was good, i prefer it on careem, it mostly available, come on time and it's pocket friendly service
8 Good
My experience was really very good, and I use this application very often even high-quality expensive products are also
9 delivered easily and safely on timely basis. The riders of Bykea are also very much co-operative and trust-worthy in their
serving
10 my experience was very good
Almost every time, I enjoyed a lot from getting one destination to another on an economical price is overwhelming,
11 however in summers, exposing to the sunlight is not a good experience, travelling on a bike in winters is cool but I avoid
Bykea in summers
12 I'm not a regular customer of Bykea, I use it sometimes, but whenever I use it, I didn’t find any issue.
My experience with Bykea is good so far, specially my mother's, who's running online business, when her is rider is not
13
available, she uses this app, and get her things delivered on time
14 my experience was not that good, now this has been quite changed as there was no COD previously
It’s good, once I needed a nail cutter on urgent basis on 9:00 am in my office, and I saw various online shopping apps,
15 panda mart. I didn’t find that. then I downloaded this app instant and get the nail cutter through Bykea Mart services,
similarly, once I needed some medicines late night, and I got it through Bykea
16 Its average as most of the time riders not willing to travel and trying to go for shortcuts as well.
17 overall, my experience is very good
Great because i don’t have a transport facility of my own so Bykea is in my everyday routine and it helped me got
18
travelling easier and more affordable.
19 It was good i need anything i can get it easily
20 it was fine, my experience was just fine
my personal experience with Bykea is good so far, unlike uber and careem, as I have faced so many issues in careem.
21
Bykea is good for me
My overall experience with Bykea is very satisfying. My favorite option in Bykea is the "Bykea Wallet". In this pandemic,
22
hassle free and cash-less transaction are more encouraged and Bykea is doing very well in these tough times,
23 My experience with Bykea is good so far and never been complaining now.
My experience with Bykea is good so far because I use it to send parcels to different people so now sending parcels for
24
me is like click away.
Interview Response of Question#8

S.n
What are the known services Bykea provide?
o
1 They are many. Mostly i use it for delivering goods to my clients.
2 Ride/Delivery/Mart
3 Rides, grocery and markets are one of the best services provided by Bykea.
4 Mart and Ride
5 Ride booking, parcel delivery, bill payments, tickets booking, money transfer.
6 Delivery and ride
7 Ride hailing and delivery service
8 Delivery and transportation
9 Bykea Ride, Bykea delivery, Bykea Mart and Bykea Goods
10 i never used food services but i heard their food service is very good we can order through Bykea
11 Pick & Drop Services and Delivery of Goods
Bykea provides pick&drop and delivery services, if I want to deliver a parcel to someone, Bykea gives the services to
12
deliver from one place to another, you can even get something from the mart through Bykea
13 I think the most known service of Bykea is conveyance and delivery
14 If you want to move from one place one place to another, it's quite convenient and cheaper for you
15 Rides and Bykea Mart
16 The services provided by Bykea are travel, Bykea cash, market, delivery, advertisement, and shopping
17 they used to provide the travel and the Bykea cash services
Bykea provides you with pick and drop services apart from that they can bring it and deliver parcels moreover they
18
can also get you a food from a nearby restaurant if you are not having a transport facility
19 It offers you pick and drop services and Bykea mart as well
20 as I have already mentioned in my first answer, it delivers goods and cater in passenger services
Bykea is although famous for providing travelling solution, on the other hand which can be utilized, but people don’t
21
know about that
Bykea provides many services which includes;
Ride: for personal transportation.
Delivery: For the purpose of sending & receiving parcels.
22
Goods: for the purpose of moving your packages domestically and internationally within 24 hours.
Mart: For the purpose of receiving the items at your door step without going outside of the house.
Classified: For the purpose of selling.
Bykea provides lot of services but I haven't used all of them. Some services that I am familiar with are the delivery
23
and logistics services like you can send and receive parcels and can book tickets at home.
The services that I am familiar with are transportation services which includes bike rides and logistic services for
24
delivering parcels and mart services for grocery.

Interview Response of Question#9

S.n
What services you use in Bykea?
o
1 Ride and delivery
2 Delivery
 3 Riding and delivery options i do use from Bykea services.
4 Mart
5 Ride booking and parcel delivery
6 Delivery and ride
7 mostly ride hailing service
8 Delivery
9 Delivery Service
10 i used Bykea as logistic services and that’s all
11 Whenever I use Bykea, it was from moving one place to another. Yes, I have used their pick & drop services
12 I used Bykea Ride service to travel from one place to another
13 I uses delivery service most, I have recently seen their market option which I'm going to explore soon
14 for Courier delivery Services
15 Bykea Mart mostly
16 I use travel and delivery service in Bykea
17 we use Bykea as a local transport
18 i use it frequently for pick and drop
19 i used it to bring something or to send something
I use Bykea to deliver items from one place to another, I have experience Bykea rides in congested areas of Karachi
20
like Saddar etc.
21 Travelling, Cash on delivery, pick up services.
22 I use ride and mart services.
23 For me, Bykea is a mean of transportation and I mostly use it for commutation and often I use it to send parcels.
24 I use parcel delivery services of Bykea as I am unable to do it myself therefore, I use Bykea for this service.

Familiarization, Coding, Generating Themes, Reviewing Themes, Naming Themes

Q6: What
Q2: What is Q8: What Q9:
Q1: What Q4: According measures
the Q3: What Q5: How do Q7: How are the What
do you to you what should be
mindset of issues you feel using was your known services
know attracts female taken to
people face using the Bykea experience services you use
about customers improve
using Bykea? App? with Bykea? Bykea in
Bykea? toward Bykea? Bykea’s
Bykea? provide? Bykea?
marketing?
Familiariz Improve
ation/ customer
Coding/ service and fix
Best User Issue: ETA, User friendly,
Theme Convenience, application Known
knowns mindset: maps, trust but needs In use:
Generatio safety, Instant bugs. Give Experience: services:
for Ride Convenient, factor, non- improvement Ride &
n delivery at promotional Satisfactory Ride, Mart,
& economical, availability s on map Delivery
doorstep discounts and Delivery
delivery time saving of riders interface
need to more
on digital
marketing
Naming
Themes customer customer
mindset mindset experience gender satisfaction satisfaction Experience experience gender
level level
SUMMARY:

It has been observed through the thematic analysis that majority of people knows Bykea as best for
ride and delivery services although Bykea has few other services which are not that much familiar as
compared to ride and delivery. This shows that the most famous services of Bykea are Rides and
Delivery and also mart to some extent. We can say that the use of these two services are common and
higher than other services. According to the interview responses, the mindset of Bykea users is that
they think that Bykea is convenient, economical and time saving, this means that people who wants
to get their work done in cheaper rates and in a minimum time can be the regular customers of Bykea.
This is because Bykea is designed for the same purpose. Bykea has remained successful in creating
brand voice and awareness regarding two of its services which are rides and delivery. One of the
major factors which caters majority of the users is being economical, Bykea is the cheapest and
economical service that everyone can afford. Apart from that, customers are also facing few issues
which were the part of interview, Majority of Bykea users say that they are facing map integration
issues, trust factors and non-availability of riders. Bykea should improve its map integration, the most
common issue that they face is geo-maps, which means map shows inaccurate location and paths. In
order to gain more customer trust, Bykea has to work on its map integration. Another issue that is
faced by the users are trust factor and riskiness, trust factors can be, some customers don’t feel safe
while travelling with the rider, sometimes, they call a ride and riders cancelled the ride or their
cellphone might got switched off, this can be a hazardous condition and make customer distrust.
Riskiness factors come when there are a lot of motor bikes, and this service is time effective, riders
create rush and ride in speed to meet their time targets which may results into accidents. And the
most common type of accidents is happened due to motor bikes. People avoids these situations. As
per few respondents, they avoid using Bykea ride in Summers due to extremely hot weather. Now,
from the female customers point of view, the delivery and mart service are highly in demand, mostly
females who doesn’t like to go out shopping everyday every time prefers to get their required
things/items at their doorstep within a minimum time. Mostly women, who are working from home
or running their online business find Bykea as the most convenient service for goods delivery from
one place to another. As far as if we talk about Bykea’s App, people find it easy to use or user
friendly but needs improvement on the map part which we have already discussed above. Else
majority responses say that the App is good to go and very convenient for them to use for all age
groups. Now if we discuss the overall experience of Bykea’s customers, they responded as
satisfactory which means what they are expecting from Bykea is what they are getting from Bykea.
Bykea proves to be successful in delivering the quality services to its users.

INTERVIEW ANALYSIS

From the above summary, according to the thematic analysis we have concluded four themes from
the responses of Bykea’s users. Which are as under:

Mindset

Question 1 and Question 2 are based on the mindset of the people who uses Bykea like what do you
know about Bykea and what is the mindset of people using Bykea? And from their responses we have
concluded that people think that Bykea is the ride hailing and delivery service, and it is one of most
economical, cheaper and time efficient service.

Experience

Question 3, Question 7 and Question 8 are based on experience as we have asked, what issues do you
face using Bykea? How was your experience with Bykea? And what are the known services of
Bykea? In response, the most common answers we got was their experience is satisfactory, apart
from that the most common issue they face is the map integration. And they most known services
they knew about is ride, delivery and mart.

Gender

Question 4 and Question 9 are based on gender, as it was asked that, according to you, what attracts
female customers towards Bykea? What services you use in Bykea? In response, people said, the
most attractive and charming service for female that Bykea provide is delivery, they don’t need to go
out or ask anyone to get them their required stuff, they just need to use this service and get whatever
they within a minimum time at their door step. Another that we relate to gender is what services do
you use in Bykea, which actually describes target market and segmentation. Ride service is 99.9 is
used by the males, however mostly females uses delivery service for their online business and other
purposes. This shows that this service has been designed keeping gender in their view.

Customer Satisfaction Level

Question 5 and Question 6 are based on Customer Satisfaction Level we have inquired: How do you
feel using Bykea App? And what measures should be taken to improve Bykea’s marketing? In
response, this has been notified that App is user friendly and easy to use for all age groups however,
they should improve map integration and App bugs/errors. Secondly, Bykea should give more
promotional discounts and run discount campaigns in order to grasp more customers attention.
Furthermore, Bykea needs to work on more digital marketing. As this business belongs to e-
commerce, so this brand should be marketed digitally as well as conventional marketing like Uber
and Careem do.

CLOSURE

In a nutshell, this survey proved to be a very constructive and result oriented part of this report which
brought the clarity and customer feedback. This helps us to find out the marketing gaps. Through this
qualitative research, we will try to improve marketing and customer services of Bykea to make it the
better version. By inducting these improvements, Bykea will cater the biggest market share in the
industry and expand further.

CONCLUSION:
The study we conducted for Bykea is to mitigate the marketing gap and suggest possible solutions to
the company which can make their marketing strategy effective and efficient such that it becomes the
top of the mind brand whenever customer thinks of delivering things, fetching items from store,
reaching to any destination or even sending payment.

For that we conducted a qualitative research in which we conducted 24 online interviews of Bykea
users to gather primary data which we ethically conducted through zoom meeting and phone calls to
get the insights from the customers.
In which we gathered their positive and negative responses as well. Key findings were;

• Mindset: which concludes that the users of Bykea think that it only a ride hailing and delivery
service.

• Experience: Users cited that they face issue with the application and maps while using booking a
ride.

• Satisfaction level: Customer stated that Bykea is a user friendly but they should give promotional
discounts to the customer and they should improve their marketing and advertisement strategies.

The interviews helped us gather constructive data in the form of feedback on the service and user
insights which could definitely help the company in modifications to fill marketing gaps and improve
for betterment of the services and company as whole to be a top brand in the transportation industry..

REFERENCES:
Perju-Mitran, A., & Budacia, A. E. (2015). Gender differences in modeling the influence of online
marketing communication on behavioral intentions. Procedia Economics and Finance, 27, 567-573.

Bendeković, J., Simonić, T., & Naletina, D. (2014). Importance of Marketing Strategy for
Achievement of Competitive Advantage of Croatian Road Transporters. In DAAAM
INTERNATIONAL SCIENTIFIC BOOK 2014. Daaam International Publishing.

Nguyen-Phuoc, D. Q., Su, D. N., Tran, P. T. K., Le, D. T. T., & Johnson, L. W. (2020). Factors
influencing customers loyalty towards ride-hailing taxi services–A case study of Vietnam.
Transportation Research Part A: Policy and Practice, 134, 96-112.

Ferrell, O. C., & Ferrell, L. (2020). Technology challenges and opportunities facing marketing
education. Marketing Education Review, 30(1), 3-14.

Clewlow, R. R., & Mishra, G. S. (2017). Disruptive transportation: The adoption, utilization, and
impacts of ride-hailing in the United States.
https://uploads ssl.webflow.com/5ebefa21ceb80afefb73c05f/5ec809dbc6c12c045e2901ab_Final
%20Report.pdf

PROTOCOLS

Time of interview:

Date:

Interviewer:

Interviewee:

Position of interviewee:

Place of work:

Project description:

We the students of MBA from Iqra University - Main Campus, conducting a research as part of our
Industrial Project II. The main aim of this research is designed to extract marketing challenges by a
Pakistani ride hailing company Bykea.

Your responses to this interview will be used solely for research purposes in this study and will not
disclosed to any other agency. Once the study has been awarded, the data will be stored as per the
University policy, we also used this study to improve bykea marketing and also shear it with them .
We appreciate the time you are sharing with us and your responce to this interview questions will help
a lot thank you for your time.
Questions:

1. What do you know about bykea?

2. What is the mindset of people using Bykea?
3. What are the issues you face using bykea?
4. According to you what attracts female customers toward bykea?
5. How do feel using the Bykea App?
6. What measures should be taken to improve Bykea’s marketing?
7. How was your experience with bykea?
8. What are the known services bykea provide?
9. What services you used in bykea?