This presentation discusses the current state of Careem cab services as a brand (as of 2017), as well as brand audit, strategies and recommendations

1. Brand Audit and Recommendations

2. ABOUT THE BRAND
 Careem is a private car booking service, allows customers to order online, track
rides in real-time, and make instant payments.
 HEAD OFFICE
Dubai, United Arab Emirates
 FOUNDED
June 2012
 REBRANDED
September 2016

3. Brand Inventory
Section 1

4. Brand Elements: Logo
 The rebranding initiative was revealed to support Careem brand complete
makeover
 New symbol features a green wink
 The new logo is inspired from the community and company culture

6. Cartoon Characters
 Careem can be distinguished over its use of cartoon characters as brand
elements in their advertisements and mobile app graphics.
 These characters often reflect the sense of joy and happiness.
 This indicates Careem’s positioning and how it wants to set its Customer-
based Brand Equity.

8. Slogan
 Careem launches different slogans based on their segments. Such as “Yallah!”
for Arab countries and “Chalo!” for Pakistan.
 Careem’s slogans keep on changing on timely basis. They follow events and
craft slogans accordingly.
 Such as the slogan in the image which was promoted at the time where
rumors about a potential ban on online cab services were stirring up.

10. Products and Services
Careem has the following car services available in Pakistan:
 Go: The most economical service they are offering currently.
 Go+: This could be said as the upgraded version of Go.
 Business: As the name suggests, this is their business class service.
 Tezz: Careem also offers auto-rickshaw service, however it is rarely
available.
The Product page on Careem’s official website divides their product-line into two
categories:
 Ride Now: Instant booking
 Ride Later: Advance booking – usually costs higher.

12. Careem App
 Available on Android and Ios
 Order a Car Now or Pre-book Later
 Instant Driver Matching
 Once the software’s engine is running, the app displays Careem rides in your vicinity using
your device's GPS
 Car-tracking uses real-time ETA
 After you’ve booked a ride, you can also track it — this feature is important and creates a
sense of safety

13. Pricing
 Tezz < Go < Go+ < Business
 Formula: Base Fair + Per Min. + Per KM + Waiting time * (potential peak hour)
– (promo code) = Total fair
 Wallet option provides credit facility

14. Distribution
 Crowd-sourced cars
 No inventory of its own
 Vehicle and Driver background check
 The typical split on every ride is 20/80. So 20% of the total ride goes to
Careem. The captain pays it to Careem.

15. Other Features
 Prompt Availability - Careem cars are available almost throughout the day to
get the ride
 Receipts Confirmation – To avoid frauds

16. Communications
 Brand image is crystal clear to passengers, travelling from one point to
another through mobile app booking.
 Aims to attract the customers to feel the class and comfortable while
traveling with safe and secure drive.
 Consumer-focused brand with great values.

17. Advertising
Careem promotes its app mainly through digital advertisement and uses the
following means:
 Website banner advertisement
 Mobile app banner advertisement
 Social Media Sponsored Posts
 Google Search Pay-Per-Click advertisement

18. Ambassadors
 Careem on 15th of April, 2017 appointed Wasim Akram as their Honorary CEO.
 The following is the image taken from the live Facebook broadcast in which
this announcement was made by the MD of Careem Pakistan Mr. Junaid Iqbal.

20. Sports & Culture
Careem partnered with Pakistan Super
League in 2017 edition.

21. Philanthropy
 Aiding the education of communities, CAREEM will contribute to purchasing
books and school materials for orphans upon every new sign up on its mobile
booking app.
 The initiative is partnered with SOS Village Pakistan, an organization that
helps integrate orphans in the society.

22. Brand Exploratory
Section 2

23. Consumer Knowledge
 Careem’s top executives say "Our business is to connect people“
 Careem often launches Social Media Campaigns and videos which showcase a
conversation between a driver and passengers
 Let’s watch one of those videos:

25. Brand Resonance Pyramid

26. Competitive Analysis

27. Strategic Recommendations
Section 3

28. Positioning
Careem's mission is to simplify people's lives through reliable, convenient, and
affordable urban transport.
More aspects of their positioning include:
 Launch on-demand taxi service in new markets
 Raising brand awareness
 Competitive brand positioning
 Customer acquisition for on demand taxi services
 Customer acquisition via advanced Digital and Social Media targeting
 Establishing partnerships with influencers and local partners
 Focus on improved brand awareness

29. POPs
 Mobile App
 Invite Code Promotion
 Focus on Reliability and Safety
 The addition of Auto-rickshaw
 Route tracking
 Ride Now/Later Option
 Multiple price brackets
 Quick and automatic receipts
 Driver info update

30. PODs
 Fancy brand elements
 Celebrity endorsement
 Daily promo codes
 Small incentive on inviting friends to the app
 High priced
 Specific type of cars for each segment
 Waiting time charges
 Social Media Hashtag promotion
 Clean cars

31. Brand Mantra
 Careem’s mantra ‘Chalo’ is simple yet precise and requires humans with basic
skills and good behavior to deliver the experience.
 Great example on how Careem came up with a promise that balances across
all touch points with minimal threats to the brand image.

32. Tactical Recommendations
Section 4

33. How can company leverage
independent Continuous Heritage and
Focus?

35. How can company leverage
manufacturing capability & Innovation?

37. How can company connect with
consumers - Target market and
segmentation?

39. How can company use Marketing to
reach consumers?

41. How can company communicate long
term relationship and value to
consumers?

46. Thank You!