PAKWHEELS

• 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

• 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

• 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

• 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

• 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

PRODUCTS

• 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

• Showrooms; newspaper classifieds; mechanic; online• As far as online automobile marketplaces go, Carmudi.pk is a direct

competitor for Pakwheels, along with OLX.

SUBSTITUTES

• 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

PRICES

• Use of social media, word of mouth, and PakWheels Auto Show.

PROMOTION

• 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

• 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

ATMOSPHERICS OF COMPETITOR

SYMBIOS.PK

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

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

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.

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.

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

RETAIL MARKETING MIX

PRODUCT• Symbios products include the stocked items for sales which fall under the

following categories:

PRODUCT• The products available at the store are shopping and specialty.

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

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:

PLACE• Virtual store• Stable servers which respond quickly

PROMOTION• In store promotions:

PROMOTIONSocial Media

Blogging

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:

PROMOTION • To build loyalty, Symbios.pk uses the following tactics:• Loyalty cards• Email newsletters• Responsive customer service

EXTERIOR ATMOSPHERE• Not the first hit in its category.• Not maximally visible to the

customer, traffic may redirect to top hits

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

INTERIOR ATMOSPHERICS• Layout:• Very clear and easy to follow layout• Simple checkout with multiple payment options

Cash on delivery Easypay Quickpay

Credit card Paypal

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.

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: