The document provides a situation analysis, competitor analysis, segmentation, targeting and positioning plan, and marketing mix for an online ride sharing service called Lock, Stock & Barrel. It analyzes the growing but competitive Bangladeshi market. It outlines campaigns to promote safety for end users, provide benefits to riders, and attract investors. Campaigns will use social media, TV, radio, VR and events. Performance will be monitored through social media, campaign and sustainability metrics.

1. Team Name:
Lock, Stock & Barrel

2. 2
Online Ride Sharing Services
Situation Analysis
Competitive but
Growing Market
Price
Sensitivity
Lack of Government
Monitoring
Call for
Safety
The recent conditions in Bangladesh
propose a high demand for safety.
Especially, from the student segment
of the country. People are having a
safety stigma with bikes already.
Recently several online ride sharing
services have positioned themselves
in the market including international
and local. However, the market is
highly growing and new services are
entering market as the demand is
acute.
The marker itself is price sensitive.
The end users always look for the
least pricing while they use these
kinds of services. So, the existing
companies are also giving away
discounts and offers rapidly.
Lack of government intervention in
these online ride sharing services are
low. In relation to that, the riders of
the services and the services
themselves are not giving much
emphasize on safety.

3. 3
Online Ride Sharing Services
Competitor Analysis
Pathao
The First Mover
The first movers in the online ride
sharing service industry of Bangladesh
with the highest market share. Although
they have raised some controversial
image with the lack of proper PR
strategy.
Uber
The MNC Giant
The MNC giant who observed the
opportunity in the market and
introduced themselves for the first
time in Bangladeshi market along
with their quality offerings. It’s
gradually expanding in the market
following the market leader.
Shohoz
An Old Player
Shohoz is an old local company who
started themselves as a bus ticket
selling platform. After that, they
introduced their market strategy.
Obhai
Power of Diversity
This participant along with its other
competitors differentiates
themselves on the basis of diversity.
Along with bike and car they also
have a separated service for female
segment and also they have taken
CNG transports under their service
Pathao
40%
Uber
35%
Shohoz
8%
Obhai
15%
Others
2%
Market Share

4. 4
Online Ride Sharing Services
Segmentation, Targeting & Positioning
End User Rider Investor
Segmentation
Targeting
Positioning
Demographic, Psychographic, Behavioral
Male, Age 18 – 40 Female, Age 20 – 28
Socio Economic Class: A2, B1, B2
People who value safety
Anyone ages 20 – 45 years old, who are
willing to serve but can’t afford a bike
Socio Economic Group A1, Even Small
investors who can invest 1000 taka
“Ride Safely” “Become a
Safety Agent”
“Invest Safety,
On Safety.

5. Brand Anatomy
Introducing
The Safest Ride Sharing App

6. 6
Marketing Mix- 8Ps
Price
Base Fare – 20 BDT
Per Kilometer - 10 BDT
Per Minute – 1 BDT
Minimum Fare – 30 BDT
Also, a credit payment scheme
Place
Social Media
Website
Word of mouth
Physical Evidence
The Headquarter
The App with three version:
Rider App, Main App & Investor App
Process
Main App- search for rides & rate
Rider App- Receive ride request & tract commission
Investor App- Track of bikes & analytics
Product
Safe transportation for users.
Safe investment for investors.
Earning source for riders.
People
The passionate employees
Customer Care
Flexible office hour to attract young minds.
Promotion
Widespread Launching – PR
Online/Offline Extensive Promotion
Below the line promotion
Partner
Bike companies: Runner/Walton
Financial companies: Bkash, Rocket. iPay
Institution: Nirapod Shorok Chai
Youth Engagement: BYLC
Agencies and more.

7. 7
Campaign Activities: End User
Helmet Comparison
The Ad brings up the issue of the lackluster helmet
provided by the current ride sharing app by comparing
them side by side.
Point of View TVC
The TVC will give a point of view of a customer riding a
bike from other ride sharing app and Cholo. They will
realize how unsafe they are.
Stop Painting in Red
The awareness of death by bike accidents will portrayed
through this AD.

8. 8
Campaign Activities: End User
The Game
An interactive and minimal will be launched to make
people realize the difference again. When people draws
a curved lined and recklessly- they will clash with other
people in real time and if they draw straight line they
will be safe. People will get results like- You’ve risked
the life of “X”. X being their friends name from their
social media.
Virtual Reality
The previously mentioned TVC can also be viewed via
virtual reality as well. Different booths will be set up in
various universities. The realization of “Need for Safety”
is important.
Other Activities:
1. Radio Show: A show about safety and stories
of people losing family and friends to raise
awareness.
2. Campus Ambassador Program: This will
increase the student engagement as an
campus ambassador will make sure to share
the brand’s content throughput in-campus
social communities.
3. Real-Time Content Marketing: Cholo is a
youth oriented passionate brand and with
every new event and happening- the brand
will keep up.
4. Rescue Button: There will be a rescue button
in case of emergency but the button will not
be limited to the user only. If anybody else is
near the emergency they can use that button
for help as well.
5. User Tips: The home page of the main app
will have daily traffic, safety tip for the users.

9. 9
Campaign Activities: Riders
Facebook Frame
The brand will create a Facebook frame for its riders by
labelling them as Safety Agents. It will provide them an
identity and connect them with a good cause.
Training Program Web Show
There will be an intensive training program for the
riders of Cholo. The program will be viewed by people
on the internet- this will make riding safely “cool”. It will
also showcase that the brand help riders to learn driving
and get license as well, attracting more riders on the
process.
The ID Card
Cholo will provide a certified ID card to its riders upon
completion of training program. This will give them a
sense of credibility and achievement.

10. 10
Campaign Activities: Riders
T-Shirt
The riders will be provided with T-shirts but it won’t
work as branding elements for Cholo. Based on rating
and safety acts point (users can report if a rider has
taken upon a safety act) riders will get various T-shirts
with different designs and messages excluding the basic
t-shirts.
The Stories
The Riders have more stories to share than we can think
of. Cholo will accumulate the stories to create digital
AV. This will increase the brand loyalty.
Other Activities:
1. Discounted Maintenance & Lubricants: Cholo
will partner with various maintenance and
lubricants outlets throughout Dhaka to
provide benefits to our Safety agent’s with
discounted repairs & lubricants purchase.
2. Loyalty Program: Based on various indicators
(Number of rides, rating etc) the Cholo app
will provide different incentives- Phone
recharge, bonus etc.
3. Investment Benefit: Cholo’s rider can also
invest on other rides in order to extra
monthly income. Cholo will provide them
with discounted investment.
4. Rider Tip: The home screen of the rider app
will have safety tip for the riders.

11. 11
Campaign Activities: Investors
Invest on Safely and on Safety
A digital AV that will talk about when you’re investing
on Cholo- you’re potentially investing on your child’s
and the child of Bangladesh’s safety.
One to One Communication
The brand will take a business to business approach by
proactively meeting with potential businesses and banks
who are looking to invest.
Joint Investment
A very unique approach for the brand. Even people with
fewer capability can invest in Cholo’s bike. Cholo will
accurately all the small investments and make a joint
investment account.

12. 12
Campaign Activities: Investors
In Talk with Kazi Anis Ahmed
Kazi Anis Ahmed is a prestigious investors and business
person of Bangladesh. He will affiliate with the brand
and talk about how the country needs to invoke the
investment culture. We can also have the interview
young business minds.
Investment Culture Conference
Cholo will sponsor a conference/meetup for potential
investors, interested investors to understand the
benefit of investment and where our country is at right
now in terms of growth by investment.
Other Activities:
1. Corporate Magazine & Newspaper AD: We
will communicate our message of investment
opportunity on specifically targeted
corporate magazines & newspapers.
2. Digital Infographic AV: It will include how
lucrative the investment opportunity is by
providing the numbers of current investors.
3. Lead Management: Networking, data
analytics will provide the company with
constant leads.
4. LinkedIn Marketing: One of the major media
to attract investors. LinkedIn communication
will be targeted towards investors mainly.
5. Tip for Investor: The homepage of the
investor will also contain safe investment tips
daily.

13. 13
Activities Map
Activiti
es
Type
Channel
s
Expecta
tion
Timeline
Apr May June July Aug Sep Oct Nov Dec Jan Feb Mar
Helmet
Compariso
n
ATL Online &
Offline
Awareness
POV
TVC
ATL Online &
offline
Awareness
Stop
Painting in
Red
ATL Online Awareness
Game BTL Online Engageme
nt
VR BTL Offline Engageme
nt
Radio
Show
ATL Offline Preference
Campus
Ambassad
or
BTL Offline &
Online
Engageme
nt
Real Time
Content
ATL Online Awareness
Rescue
Button
BTL Offline Preference
FB
Frame
TTL Online Preference
Training
Show
TTL Online &
Offline
Preference
ID Card BTL Offline Retention
T-Shirt BTL Offline Retention

14. 14
Activiti
es
Type
Channel
s
Expecta
tion
Timeline
Apr May June July Aug Sep Oct Nov Dec Jan Feb Mar
The
Stories
TTL Online Retention
Discounted
Maintenanc
e (Riders)
BTL Offline Preference
Loyalty
Program
BTL Offline Retention
Rider
Investment
BTL Offline Preference
Invest on
Safety
ATL Online &
Offline
Awareness
B2B
Deal
BTL Offline Retention
Joint
Investment
ATL Online &
Offline
Preference
In
Talks
ATL Online &
Offline
Awareness
Conference BTL Offline Preference
Corporate
Magazine
&Newspaper
ATL Offline Awareness
Infographic
AV
ATL Online Preference
Lead
Managemen
t
BTL Offline Engagement
LinkedIn ATL Online Awareness

15. 15
Feasibility & Cost Breakdown
Channel Duration & Reach Average cost/unit Total (BDT)
1 year
Facebook 200,000 people/
months
$7.19/1000 14,66,760
Instagram 50,000 people/month $7.19/1000 3,66,690
Youtube 100,000people/month $10/1000 10,20,000
Adsense 50,000people/month $10/1000 5,10,000
RDC 4 month 300,000/month 12,00,000
TVC 20days/month
3 month
330,000/month 9,90,000
Promo Code 12 month - 12,00,000
Content Making and
sponsorship
- - 10,00,000
Rescue team 12month 70,000/month 8,40,000
Total 82,63,450
Through our campaigns we have a target to
reach 500,000 people every month. Among this
people we expect to get at least 2700 potential
customers and they will make on
an average ride of 1000 taka per month our
annual ROI=
13500000
8263450
=1.63%
Good for a company in this highly competitive market.

16. 16
Monitoring Metrics
Social Media
Metrics
1. Facebook Insights, Twitter, Instagram,
Google Analytics.
2. Overall Social Reach
3. Analyzing insight from comments
4. Click through rate
5. Conversion rate both organic and
sponsored.
6. Variable based ROI- success, keyword
Campaign
Metrics
Sustainability
Metrics
1. Return on Investments
2. Social ROI
3. Cost Per Reach
4. Customer Retention
5. Funnel Conversion Rates
6. Awareness for cause
1. Ecological Footprint
2. Circles of sustainability
3. Energy, emergy & sustainability index
4. SDG (Sustainable Development
goals) Indicators
Funnel the performance to understand the
social media performance.
Overall performance check for all the
campaign activates.
To understand the performance based on
sustainability.

17. Thank You