435012

STAR
T
BUS
620 04

DRT
Demand Responsive Transportation
 1 2 3

Shahariar Alam Bhuiyan Sadia Afrin Lipa Farjana Islam Tonny

ID- 2225479660 ID- 2235335660 ID- 2235237660
 Route

Booking Stops

DRT

Vehicles Users

Payment

Demand Responsive Transportation

 DRT
Brands

DRT Brands
Garrett Camp in 2009, 2016 in BD
Founder
Uber Cabs

Started Business
20 cities
Operation in Bangladesh
45 Bill bdt. till 2021

Contribution
 Overseas
m Saleh, Hussain Elius and Shifat Adnan, 2015

Founders
Courier service

Initial Business
201
6
Ride-sharing
Business 4 Major cities
Operation in Bangladesh 100 Mill bdt. till 2018

Company Value
Women transport in 2018
Started with
Safety, Convenient

Major Concern
Dhaka city
Operation in Bangladesh
1.2 mill till 2022

Completion of Rides
 Geographic
Demographic Psychographic Behavioral

The Segmentation, Targeting Strategies

Pre-Covid Ukraine-Russia War Situation

Rural
Urban

Region (20 cities)

 Demographic Psychographic Behavioral
Geographic

The Segmentation, Targeting Strategies

Pre-Covid Ukraine-Russia War Situation

Bachelor, Newly Students,

Married Couple Professionals

Age(18-65),
Gender (all)
 Psychographic
Geographic Demographic Behavioral

The Segmentation, Targeting Strategies

Pre-Covid Ukraine-Russia War Situation

Social Life-style
Classes(lower-upper) (explorer)
 Geographic Psychographic Behavioral
Demographic

The Segmentation, Targeting Strategies

Pre-Covid Ukraine-Russia War Situation

Loyal Personality(
Customer ambitious)

User Status( non-users/ first-time,

regular)
 Multi-Positioning

The Positioning Strategy

Pre-Covid Ukraine-Russia War Situation

Safest
Ride for all
 New Target( War Situation)

University Students of Rural area Battery Rickshaw

No special effect on Gender & Generation- based strategies due to covid or war.
Customer
Response Gender Specific Age

Ques: Have you ever experienced any particular age-based Ques: Does Uber have different services for different
service from Uber? gender?
No- 90.9% Maybe- 9.1% No- 81.8% Maybe- 18.2%

Price Hike Reason for

continuing
Ques: Did you realize any changes in fare & services due to Ques: Why do you still prefer Uber?
oil price hike? Available- 54.5% Safest- 36.4% I don’t use
Yes- 77.7% Maybe- 9.1% anymore- 9.1%
No- 18.2%
 Customer
Perception
Targeting Loyal
Customer Determined

Precaution for Covid

Increased the demand

Revised Fare Adjusted

Success

New Target for Rural Immense Responses

area

Hopeful
Unavailability due to
transaction issue
Recommendati
on Targeting schools,
college, offices

Female dedicated
transport

Appointing drivers

Bicycle
 Geographic
Demographic Psychographic Behavioral

The Segmentation Strategies

Pre-Covid Ukraine-Russia War Situation

Dhaka, Khulna, Chittagong,

Sylhet
 Demographic Psychographic Behavioral
Geographic

The Segmentation Strategies

Pre-Covid Ukraine-Russia War Situation

Gender, Income, Life-

Generation Style
 Psychographic
Geographic Demographic Behavioral

The Segmentation Strategies

Pre-Covid Ukraine-Russia War Situation

Life-style
Values (explorer)
 Geographic Psychographic Behavioral
Demographic

The Segmentation Strategies

Pre-Covid Ukraine-Russia War Situation

User Status
Personality(
ambitious)
 Targeting

The Targeting Strategy

More precise market size Actual end-users

Provide service accordingly

 Positioning

Cheapest,
Safest

Best ride-
sharing
 STP strategies ( post-covid & war situation)

Post covid & war STP

No changes in STP

Their focus was on expanding

After the pandemic and war now they focus on quality of the business
The unavoidable circumstances have no connection with STP strategy they used to have

It’s a political creation

They are successful to manage the situation
 Customer
Opinion
Gender Ques: Does Pathao have different services for
different gender?
Yes - 0% No-
100%
Generation Ques: Do you see any difference Pathao has for different
age group?
Yes - 33.3% No- 66.7%
Quality

Ques: Why do you still use Pathao?

Price Hike Available - 66.7%
Cheaper – 33.3%
Ques: Why don’t you use Pathao anymore?
Not safe anymore - 66.7% Other options are
More Options available- 33.3%
Recommendati
on

Research about
customers

Female dedicated
transport

Broadening territory
STP strategies of Shuttle

Different products
Safety, Gender
for different
affordability and discriminated
demographic
convenience. services.
group.
 Shuttle Shuttle
for for
STP strategies of Business Women
Shuttle
(Segmentation)
Specifically
for University
For Unisex
going
Women
 Shuttle Shuttle
for for
STP strategies of Business Women
Shuttle
(Targeting)
Age
Age group:
Group:
20 to 55
18 to 32
years old
years old
 Shuttle Shuttle
for for
STP strategies of Business Women
Shuttle
(Positioning)

Affordability Safety
& &
Reliability Affordability
During and Post Covid-19 & Ukraine-Russia War
Situation

Shuttle for Women Shuttle for Business

went down due to was introduced during
closure of Universities covid with separate
in Dhaka. STP strategies.
 Post covid and
Ukraine-Russia war
situation Increase in fare
Increase in
due to increase
hygiene factors
Customers Feedback in fuel price
on Shuttle service
 Upcoming
strategy
Shuttle for School
Target Age group 8 to 20 years
Recommendati
on

Increase the service

area

Ground Level Research

We can conclude with - Achievement

Research
Report

Limitations
Question