3. • PakWheels.com (sometimes simply referred to as PW) is the largest automotive
classified site in Pakistan. It serves as a online marketplace for car shoppers and
sellers. It also serves as an online community of automobile
enthusiasts of Pakistan. As of February 2015, it has 100,000 daily unique visitors. It
receives about 45,000 listings a month and 600,000 people take the numbers of car
sellers from the website every month.
• Started in 2003 as a basement project by a group of petrol-heads to gather all the
automotive enthusiasts in Pakistan and discuss the happenings in the automotive
industry of Pakistan. PakWheels is the largest community-based automobile
website in Pakistan with over 250,000 registered members.
http://tribune.com.pk/story/876313/pakwheels-com-aiming-to-be-
a-billion-dollar-entity-in-5-years/
BRIEF INTRODUCTION
4. • The primary market is of mostly young males aged 16 and above, from SEC A, B
and C households.
• They are tech savvy and interested in automobiles.
• They also act as “advocates” for the website, bringing in their fathers into the online
marketplace to buy and sell their cars.
• Anyone looking to conveniently buy or sell their cars is also a customer.
CUSTOMER PROFILE
5. • Do they consider online marketplaces reliable and legitimate?
• Are they interested in automobiles and are they open to buying and selling of cars
online?
• If yes, then they will have a positive attitude towards the use of the website and its
products.
CUSTOMER AIO
6. • Young people with an interest in cars who are open to online marketplaces.
• Using mobile apps, social media and word of mouth to appeal to them.
• Positioning PakWheels as a user-friendly website and a reliable marketplace.
STP BY PAKWHEELS
7. • Need to buy or sell a car. (A specific need)
• Consideration of options: Showroom; newspaper classifieds; mechanic; online
• Which online platform to use? Pakwheels, Carmudi, OLX?
• Selection of Pakwheels
• Use of the website;
• Placing an ad (seller)
• Using options and filters to compare different cars; assessing it via price, pictures, and seller
information.
• Talking to the other buyer/seller
• Meeting with the other party
• Closing the sale
CUSTOMER JOURNEY
9. • Pakwheels is an online marketplace selling new and used automobiles, including
cars and motorcycles.
• They also act as a marketplace for car parts.
• Act as a forum and has blogs.
• Sell advertising on their page.
• Sell a Pakwheels magazine subscription.
• Sell Pakwheels membership cards.
PRODUCTS
10.
11. • Showrooms; newspaper classifieds; mechanic; online
• As far as online automobile marketplaces go, Carmudi.pk is a direct competitor for
Pakwheels, along with OLX.
SUBSTITUTES
12.
13. • The services advertised sound very promising
• Since putting an ad online costs nothing and can lead to a sale, there is great value
for the customers.
• The quality of the merchandise (automobiles) is dependent on the quality of the ads,
the ask price, the real car conditions, and on the sellers themselves.
QSV LEVELS
15. • Use of social media, word of mouth, and PakWheels Auto Show.
PROMOTION
16.
17.
18. • PakWheels comes up above Carmudi and OLX in google searches.
• A fast internet connection is needed to use this website without hassle.
• The home page (initial layout) is very simple and does not bombard you with
information.
ATMOSPHERICS
19. • The website has a very user-friendly layout and is easy for even a first time user to
navigate.
• There are filters for everything to make your search as broad or narrow as you like.
• Nothing about the website seems conspicuously counterintuitive.
ATMOSPHERICS
27. INTRODUCTION
• Symbios.pk is the pioneer Online Shopping in Pakistan, a well known brand in the
e-commerce industry.
• The first e-commerce portal (launched in 2006), when there was no one to serve the
audience.
• It has initiated as one of the most powerful single resource online to facilitate
electronic shopping for consumers in Pakistan and outside Pakistan.
• With more than 22,000 products in 15 categories, it has already served over half a
million customers.
• Over $50 million in sales
28. CONSUMER PROFILE
• Consumers in all areas Pakistan because no geographic barrier.
• Access depends on an internet access.
• Ages 16-40 as older demographic is technology shy.
• Appeals to SEC A, B on basis on convenience and variety.
• Techsavvy, leaders who are not afraid of the online experience
29. AIO
• Consumers who have a high power lifestyle and do not have time to browse manual
stores
• People who seek convenience shopping, are creative, and want the best price.
• They feel online shopping is safe and reliable, aren’t scared of new experiences.
30. STP
• The market segment for Symbios are M/F 16-40 SEC A, B
• Youngsters who are edgy and want to shop online for their convenience and the
best prices.
• Intensive digital advertising through Facebook, blog ads. Press releases and
YouTube ads.
• An Etailer that prioritizes quality and convenience while giving competitive pricing.
31. CUSTOMER JOURNEY
Customer needs
to buy a
gadget/product
Consideration of
options: shops,
etailers
Selects etailers
on basis of
convenience
Which etailer?
Daraz, symbios,
telemart etc
Chooses symbios
because ease of
payment
Browse for
required product
and add to cart
Select one out of
the 5 payment
methods
Receive product
in 2-5 days
35. PRODUCT
• Subsitutes
• Daraz.pk, Telemart are strong local substitutes. Amazon, Aliexpress are international
substitutes.
• QSV
• The products at Symbios.pk are of high quality and original (customer feedback,
reviews, word of mouth)
• The service is very quick to respond and offers quality after sales services. (Had a fake
complaint conversation with a CS rep, seven days replacement guarantee)
• The website promises to beat prices and hence promises high value
36. PRICE
• Although the store holds a variety of products, including some in the premium
category, the pricing is the lowest in the market.
• If another store is shown to beat their pricing, they lower their prices further.
• Products appeal to a range of SECs.
• Because most of the products are branded, they meet the price expectation we
have.
• The price is very clearly marked with each product however, a disclaimer has also
been put:
40. PROMOTION
• The social media pages and marketing helps create awareness and gather footfall
to the store
• The blog helps built a rapport with the consumers and get into their emails every
week.
• Email marketing.
• The simple strip which summarises the promises of symbios.pk is the most
convincing:
41. PROMOTION
• To build loyalty, Symbios.pk uses the following tactics:
• Loyalty cards
• Email newsletters
• Responsive customer service
42. EXTERIOR ATMOSPHERE
• Not the first hit in its category.
• Not maximally visible to the
customer, traffic may redirect to
top hits
43. INTERIOR ATMOSPHERICS
• Aesthetics:
• The store has a white background which allows any objects to be very visible.
• Products are sufficiently spaced
• There is no background music.
• The website is slightly cluttered but the noise isn’t overwhelming.
• One popup through the entire shopping experience
44. INTERIOR ATMOSPHERICS
• Layout:
• Very clear and easy to follow layout
• Simple checkout with multiple payment options
Cash on
delivery
Easypay Quickpay
Credit
card
Paypal
45. INTERIOR ATMOSPHERICS
• Display
• The product line is very deep and wide. The categories are first divided into sub
categories than break into a list of products.
• 66 DSLR cameras available, more than at competitors.
• There is no option to check product before buying, however a 7 day warranty period
is given on purchase.
46.
47. INTERIOR ATMOSPHERICS
• Personnel
• Detailed information on all the products is listed which includes:
• Reviews
• Specifications
• General details
• The customer service can be reached
via phone, email, or simply in a
browser window:
