CONSUMER BEHAVIOR

P R E S E N T E D B Y:

ALIZA AHMED

AY E S H A S O H A I L

AREEJ KHAN

SHIZA

ALI ASGHAR SHAH

 •Careem is a transportation startup that offers ride-hailing,
INTRODUCTI delivery, and payment services.
ON •It was launched in Dubai, UAE, in 2012 and has grown to
serve over 100 cities in 13 countries, including Pakistan,
Egypt, Saudi Arabia, and Morocco.
•Careem's services can be accessed through its mobile app.
•Careem renowned for its dedication to making a positive
social impact, including empowering women through its
Company Profile "Careem Women" program.
•Careem has established itself as a significant participant in
the Pakistani transportation services market by providing
efficient and dependable delivery and transportation services
to millions of consumers
INTRODUCTI Car-hailing

ON Delivery
Careem Pay
Careem NOW
Careem Rewards

Products & Services

 A Platform for Technology

CORE Consumer experience

COMPETENC
Y Safety and Security

Services
INDUSTRY
REVIEW

Marketing Mix
 Careem operates in over 25 cities with more than 1 million
INDUSTRY registered drivers.

REVIEW The market size of Careem in Pakistan is estimated to be

around $900 million.
Market size can vary quickly and different organizations
may provide different estimates based on their data
Market Size sources and approach.
Other variables such as revenue, user count, and market
share are also crucial for determining the market size.
 Careem Pakistan operates in an oligopolistic market structure
that is dominated by a few significant competitors, with Uber
INDUSTRY being its primary rival.

REVIEW Being a well-established business gives Careem a competitive

edge due to the high investments required in technology and
marketing, as well as the high entry challenges.
However, due to the dynamic and competitive nature of the
transportation sector, Careem needs to offer premium services,
Market Structure competitive rates, and advanced features to keep and grow its
consumer base.
While there are numerous other transportation network
companies in the market, Careem's focus on providing high-
quality services and unique features can help it stay ahead of
the competition.
 Daily commuters

COMMUTERS Business Travelers

TARGET Tourists
AUDIENCE

CAPTAINS Drivers
 Behavioral targeting

TARGET
AUDIENCE
Targeting Strategy Psychographic targeting

Partnership targeting
 FOR CUSTOMERS:
TARGET Social Media
AUDIENCE Offline Medium
Careem’s App

Communicating with
the Target Audience FOR CAPTAINS:
LinkedIn
Careem’s App
 BRANDING
Careem’s brand personality is characterized as sincerity.
Brand Personality The color association is also a part of brand personification,
color green used in Careem’s logo is associated with
calmness and peace.
 BRANDING Tech-Savvy
Modern
Consumer Imagery Forward-thinkers
Innovators
BRANDING

Line extension
 THEN NOW
BRANDING

Change of Tagline
 Careem came up with an exciting challenge for its jingle. T
hey asked the audience to create a catchy jingle for Careem and the
best one of them will be winning PKR100,000 in prize.
This was a great way to involve the target audience in branding.
BRANDING Careem, Careem,
Har safar par humsafar,
Careem, Careem,
Jingle
Apni manzil tak pahunchaye hum,
Careem, Careem,
Chaltay rahain hum sada,
Careem, Careem,
Jahan bhi jaana ho, saath nibhaein hum."
 
 
 Careem localized its marketing efforts and presented itself as
an active brand which tends to incorporate the current events
in its campaigns.

BRANDING

Localization
branding strategy
 Figure and ground:

BRANDING This was the campaign done by Careem using the figure and
ground approach where they just reflected their logo on the
buildings of busy streets allowing viewers to recall.

Gestalt psychology
Closure:
This is used by Careem on its billboards and social media
hence, engaging the audiences in the campaign.
Careem has used this approach to create mystery for their
target audience and this has led to a buzz for Careem
MARKETING  App
PLAN Website
Social media
Communication Call center
medium Email
 Their app went successful after that and they launched a
#Becareem campaign where they helped in charity in many
MARKETING countries.
They started the food delivery service in 2018 and since then,
PLAN they have been continuing to grow.
Careem could only manage to expand this far by being very
active in dealing with their customers and helping them
Effectiveness rapidly with their complains, making them satisfied with their
services.
Careem targets theirs customers and theirs drivers through
different means.
 The basic need of a consumer from Careem is to get
CONSUMER quality service as their slogan entails “every experience
ANALYSIS matter”.
The customer wants to have a seamless experience from
booking a ride to arriving at their destination Careem`s
 Needs customers demand high quality service from Careem.
 Wants Careem are the market leaders hence they find it much
easier to analyze the market trend
 Demand
 Market Trends
 Service quality
 Affordability
Personalized customer service

Motivation of Safe and secure rides

consumer behind Several modes of payments
usage Motivational factors :
Functional
hedonic
Social
cognitive
Arousing the need:

Psychogenic needs:
Murray and Edward
1. Exhibition
2. power dominance
3. order

https://www.youtube.com/watch?v=drROhbiVsU0&t=21
 Psychogenic Needs Advertisement
https://www.youtube.com/watch?v=drROhbiVsU0&t=21
 Careem recently changed their tagline from “chalo let`s go”
CONSUMER to “Everyday life made simple”. This is done because Careem
ANALYSIS has now moved towards super app model.

Consumer
perception of the
brand
 All their advertisement mediums were about “Careem bike
kro”, be it billboards, TVC etc

Sensory adaptation
& Ambush
Marketing
 https://www.youtube.com/watch?v=EqWrDYJ7Vfg

Subliminal
Perception
 Physical risk:
Some sort of security risk is present till today in Careem’s service.
The risk of not getting a well- behaved driver is there. As good well-
mannered driver is very important for a smooth experience.

Functional risk:
The risk associated with the application of Careem. Will they charge
me a high amount from me? What if the ride tracking option stops
working?
Perceived Risk
Time risk:
The time involves in booking a ride, then if captain cancels the ride,
it involves more time to book another ride, which makes it more
time consuming for the consumers.

Psychological risk:
The risk involved in thinking that whether the ride will be safe from
me? Whether I will get the well-behaved driver? Will I reach safely
to my destination?
 Brands personality refers to the traits or characteristics of
a human that are attributed to a brand.
Brand Personality Careem`s brand personality can be categorized
into “sincerity”
 Traditional buses, Yellow taxis, Rickshaws, Metro, and
COMPETITO private cars.
R ANALYSIS Still popular in Pakistan due to their availability.
No smartphone is required.
Newly introduced clean and economical red buses in
Indirect Karachi
Competitors
 InDrive
 International service operates in 47 Countries.
 The coverage area in Pakistan is similar to Careem.
 Offer various ride options
Bykea
Direct Competitors
 Local service only operates in Pakistan
 The coverage area is only limited to Karachi, Lahore,
and Islamabad.
 Services offered included bike rides, car rides,
deliveries, Bykea food and mart.
Payment options
Careem users can pay for their rides with cash, Credit/Debit
card, and Careem credit.
InDrive doesn’t have cashless payment options
With bykea customers can transfer their money to Bykea
wallet. Similar to Careem credit.

Premium Positioning
Careem premium positioning is more extensive and well-
established than Bykea and Indrive.
Careem Plus offers top-line vehicles and professional drivers
since they focus on providing enjoyable and secure rides.
Brand Personality:

Careem and InDrive personality is based on sincerity and the

brands strive to exhibit sincerity by focusing on building trust
and offering their users reliable and transparent ride.
The personality of Bykea is based on competency since the
brand is more focused on providing efficient and professional
services.
 Limited Coverage

Services Availability

Limitations
Quality of Drivers

Technical Issues

Pricing
 Improve service quality

RECOMMENDAT Fixed fare

IONS

Safety measures

Increase coverage
THANK YOU!