Based on the chart it can be inferred that RDA gained the highest traction with the age group

of 18-45,
which may be due to the fact that RDA is new and completely digital and provides a method of investing
and sending remittance to those that can’t frequently visit Pakistan or for those that don’t have have a
pre-established method that they are loyal to.

Surprisingly, RDA was more popular with people that identify as a female rather than people that
identify as males. There is no apparent reason that it is so, and further research is required.
Of the people that filled this form, 70% were aware of what RDA is, which is a positive sign that their
marketing strategy that relies on market penetration and seizing the complete market share is
succeeding. However, awareness is only the first step and further marketing efforts are required to
convert the aware into customers and advocates for the brand.

35% of the people who are aware of RDA gained that awareness through Social Media and TV
advertisements. With the revolutions in Digital Media and its impact on Integrated Marketing
Communications, the way companies interact with and market to their customers is changing. RDA also
puts the heaviest emphasis on Digital Media Marketing, and the survey shows that this strategy is
succeeding in creating brand awareness. Another good news for RDA’s marketing strategy is that 30%
gained awareness from Family and Friends and 10% from word of mouth. This means that RDA has
managed to position itself well among the Pakistani diaspora and managed to have an increasing
number of advocates for the brand.