tripda campaign

7/25/2019 Tripda Campaign

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MS-1 PR & AdvertisingPresented to: Fatima Jehanzeb

TRIPDAPRCAMPAIG

NPUBLIC RELATIONS FINNAL PROJECT SUBMMISSION

SAAD &HAMZA


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1. Introduction

TripdaTripda is an online carpooling application created for people to share rides in a fun, easy and safe

way. They are not a rental service, they do not cater companies. This is a ride sharing platform that

allows its users to share rides with trusted people in an easy, convenient & safe way.

Concept theoryTripda believe that a world in which people are connected is much more fun! More than that, Tripda

needs to connect in order to meet new people and explore new places. Tripda is a marketplace that

connects people who need a ride to drivers who have empty seats in their cars. This enables people tomeet new people and save money by sharing their travel costs, ultimately helping people to travel

more while spending less! With fewer cars on the roads, Tripda help not only people, but also the

environment, as fewer cars means less carbonemissions released into our atmosphere. The Tripdaide is the smart way to roll, for your budget and the planet.

Rocket Internetis one of the world"s largest startup incubators. #ounded in $%% in 'ermany, the

group has more than (%% companies around the world. )n *akistan, the group leads other companies

such as+ Kaymu,Foodpanda,Daraz, Lamudi,Carmudi, and Jovago.

Miion tatement

Their mission is to transform carpooling into a viable transportation alternative, one which allows

passengers to travel with comfort and security while saving costs significantly-.

!iion tatement

Their vision is to become the largest carpooling database services that can operate across

different cities of *akistan providing people affordable and comfortable rides with safety.-

". Companypro#i$e

%uine Type

Tripda is a ervice &uinethat provides carpooling services across various routes and

estinations in *akistan-

TripdaCH: 1
http://www.kaymu.pk/http://www.kaymu.pk/http://www.foodpanda.pk/http://www.daraz.pk/http://www.daraz.pk/http://www.lamudi.pk/http://www.carmudi.pk/http://www.carmudi.pk/http://www.jovago.pk/http://www.foodpanda.pk/http://www.daraz.pk/http://www.lamudi.pk/http://www.carmudi.pk/http://www.jovago.pk/http://www.kaymu.pk/


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%uine'urpoe'et or offer a ride with cool people who share travel expenses with you!-

Main carpoo$ing detination

(. /arpooling to 0arachi

$. /arpooling to 1ahore2. /arpooling to 3yderabad

4. /arpooling to )slamabad

! /arpooling to awalpindi

%uine route and detination

Main Carpoo$ing route

(. /arpooling 1ahore to )slamabad

$. /arpooling )slamabad to 1ahore

2. /arpooling 3yderabad to 0arachi4. /arpooling 3yderabad to 5amshoro

6. /arpooling 0arachi to 3yderabad

7. /arpooling )slamabad to awalpindi

. /arpooling ahwali /antonments to 'u8ranwala

9. /arpooling 1ahore to )slamabad

%uine !a$ue and key eentia$(

1. It) a cheap *ay to trave$+

Tripda helps people share their costs instead of helping drivers make a profit, and the rides you

take with Tripda are way more fun than other means of transportation, not to mention the

comfort of a car and the fun of having company throughout the whole trip! :esides, the use of

our service is completely #;;!

$. It) a great , a#e *ay to meet ne* peop$e

Thanks to #ace book /onnect being the only way to register to our Website, you know exactly

whom youet another way to make our =sers feel safer is the river and *assenger rating system. ?fter

you share a ride with another =ser, you can rate him@her using a 6star scale, so other =sers

know how you felt about the people you


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;very =ser of our Website must follow our /ode of 'ood /onduct in order to ensure satisfaction

for every member of our /ommunity. Measures.

-. e/$$ take you to p$ace you/ve never &een+

3ave you ever thought of hitting the road with 8ust a penny in your pocket and getting to a placeyou


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)ntroductory stage is the stage where the business reEuires public awareness and recognition so at

this stage what Tripda needs to do is to portray its core values by telling public about all the

associated benefits that can help them in a safe, timely and economical 8ourney.

34T 2na$yi(

3trength(. first mover advantage$. Fo direct competitors

2. /ost effective business

4. )T based setup

eaknee(. /ultural acceptance constraints

$. 1imited routes2. Cecurity issues

4. *rivacy issues

4pportunitie(. /an become the trend setter

$. /an increase business in other ma8or cities too2. /an start within cities routes that are distant

4. /an upgrade verification process from facebook to advance governmental linked

database source.

6. /an set points@stations on different landmarks where people and can come and find the

carpoolers.

Threat1. *ublic perception has a probability factor which can be uncertain

". Cafety and security threats

-. 'overnmental constraints

Market gro*th


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)n *akistan the travelling industry sector has more growth opportunities as other industries.

Tripda has successfully filled the market gap and has a potential to perform well in this market.

There is a high chance of growth in this business if they successfully convey a positive

perception of carpooling trend to consumers and make them realiGe the essential benefits

associated with the carpooling system. The trend needs time to mark its impact and this sharing

can help an average man to travel with economy in concern. This trend is positive in all the socio

economic aspects but we have to wait and see that how the general public will react to this and

what would be the outcome of this new intervention. Market for this type of a business has a

potential to grow but the growth will show some steady patterns rather than abrupt patterns

because this is a new trend that needs a time to understand.

'reviou 'R campaign

Cince the company was established in $%(4 it has not conducted any * and advertisement

awareness campaign so far but there is one * techniEue that they have done which is blogging

through different bloggers about Tripda with some social media boost ups.


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/hapter 2+ R5352RC6 F4R T65 'R C2M'2I78

Reearch 4&ective(

9To in:uire a&out the conumer &ehavior and attitude to*ard the ne* concept o#

carpoo$ing in 'akitan.;

Reearch Type+ Hualitative method & Huantitative IMix MethodJ

Reearch Too$(#ocus group sessions, Curveys IHuestionnaireJ

Reearch revie*(

Hualitative research methods are continually evolving, as patterns and styles of human

interaction and communication change. Tripda being an innovative and technologically highly

eEuipped application often faces attitude problems due to the acceptance of people to new

emerging ideas. #or every new technologically advancement, there is always a repulsive

behavior, it might be easier to address such issues in developed countries but getting people used

to such innovative ideas and services like tripda in third world countries reEuires a lot of effort.

#or the given problem of making tripda a trusted name in *akistan, needs us to hold a Eualitative

research in order to know the attitude of the people of *akistan towards the concept of

carpooling. /ulturally *akistan has a rich history of Kcollectivism


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more likely to flourish, and still there lies certain barriers which might hinder in the path of the

company vision or may slow the process. eason could be many, below are the few stated+

Reearch aumption

Tolerance of the people for new technology

)ncrease in crime rate

Trust

/urrent political affairs and disability

Terrorism

Trend

/arpooling education


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)n this method we use the surveys in order to know the consumer behavior and their perception

towards this new carpooling trend in *akistan. We will also get the idea that what are the reasons

that hinder the consumer to experience this unconventional mode of transport. Bur *lan is to

conduct these surveys from the university students because ma8ority of them lies in our target

market. We will also fill our surveys from the public of selected cafes and working class.

3urvey


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Chapter 0(4&ective 94utcome o# the campaign;

1. Impact o&ective(

Theseob8ectives relates to affect pr activities on target audience

". In#ormationa$ o&ective(

These ob8ectives should be related to the message exposure, compressions or retention

To &ecome an interactive app$ication #or a&out "B o# 3martphone uer o# 'akitan &y the

end o# "B1A

3uggetion+ This ob8ective can be accomplished by increasing exposure through message and

comprehensions and retentions

-. 2ttitudina$ o&ective

To aociate poitive #actor *ith the carpoo$ing trend to create a poitive perception o#

conumer.

3uggetion( we are here concerned about the attitude of the consumer to this carpooling trend

and to obtain a positive consumer attitude@ perception tripda has to shout outs the beneficial

aspects of this new trend.

0. %ehaviora$ o&ective

To increae the uage &y @ o# the carpoo$ing a an a$ternative medium o# trave$$ing.

3uggetion( Tripda has privilege to have the first mover advantage in the carpooling market, so

technically the awareness and use of carpooling as the medium of travelling will generate the use


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of Tripda application, for there is no other alternate source which provides a platform for

communication between people seeking carpooling service.

/hapter 6+ 2d #or Tripda

5?perience 1( The overall theme is based on to educate and make people think about this new

trend as in econmocial, social, recreational and experiential ways.

5?perience "(The 1anguage of ?dvertisement will elucidate an innovated presentation of the

new trend of carpooling and how it will benefit a common man in terms of facility and ease.

2ppea$( )nteractive, engaging, informative and humorous.

Tag$ine( 9Tripda your mart trave$$ing choice 9

Centra$ Idea

3cene 1(? person is standing with his friend and suddenly he receives a call

3cene "( The call was form his old friend who is inviting him on his $6thbirthday to his house in

)slamabad.

3cene -(The third scene is about the inside thought cognitions that instantly started running

through his mind like three clouds these cognitions are +

(. )f he goes alone on his car it will cost him much expense and he gets bored too$. )f he goes via bus service it will cost him less than the car but the 8ourney will get boring

for him.

3cene0( Ceeing him blank in thoughts the other friend slapped him and said ) know what u

need you need tripda-

3cene @( in this scene the friend introduce the other friend the tripda mobile application where

they checked about the poolers availability for )slamabad.


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/hapter 7+Media *lanning

The purpose effective and selected media planning is to convey our message in a specialiGed way

so that it can successfully make attention to our target market and also to our secondary public

for the purpose of awareness. We have planned to convey our message through the conventional

and unconventional advertising tools.

2&ove the $ine Channe$

T!C/

We have planned run our TL/ at 2 channels which have the most audience in the peak our. Bur

TL/ campaign will run for one month due to our budgeting limitations.

Radio

We will launch our radio campaign on $ radio channels which have highest audience. We have

also planned to give our media kits and give a ways through interactive contest in some show.

Magazine and 8e*paper

)nteractive still ads will be posted on famous magaGines and newspaper for a short period of time

in order to increase the exposure rate and grab the attention.

3ocia$ Media Campaign

We have planned to focus more on social media ie facebook and instagram for the long term

because it


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informational and attitudinal campaign because they can mostly find their direct target market

here. The campaign will consist of daily posts which includes the benefits of carpooling and how

it


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tripda campaign

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