Different campaigns of Pathao Ltd

Abstract

Pathao Ltd. is the fastest growing technology startup in Bangladesh having services across Ride sharing, Food delivery, Parcel and Courier verticals. The company was founded in 2015 by a group of young entrepreneurs which quickly became a nationwide brand and cult. The company was recently funded by Gojek, an Indonesia based motorcycle ride sharing company. Initially, the company started its operations as a parcel delivery company with an android application for the service delivery process. The company quickly resorted to the aforementioned verticals and is now the leading player in the ride sharing market for motorcycles and quickly over taking the cars ride sharing market from Uber South Asia, recently acquired by Singapore based Grab. The competition will be fierce in the coming few months. Pathao was able to break the game in the end of 2016 where the technology touched millions and now is a part of everyone’s life, whether anyone is commuting to work or simply ordering food from home. As a content writer and analyst and having significant exposure to marketing theories, I have highlighted how Pathao became a brand through all the marketing content that binds all of their milestones and notable communications. Facebook is the only platform where companies, even before they are officially launched are incepted to let people know how a company should function and the services they can offer. Except this, I have also highlighted all my content related work and the integrated campaigns that I have worked on. The report focuses on the different content that I wrote and worked on, with explanation as to how the page engaged with the massive audience from 5th June to 1st August, 2018. Along with that, there is also a significant emphasis on how the company functions across all its verticals, i.e. Pathao Rides, Pathao Food and Pathao Parcel. Being a content writer and promotion planner at the marketing team, there were significant responsibilities where content creation is the primary objective following Pathao’s brand guidelines and keeping the Pathao style across all the content that has been sent out to communicate across online and offline mediums. Finally, I have offered some recommendation as to how Pathao, as a brand can communicate in a more efficient way rendering their service delivery process by keeping their communications warm, humane and friendly.