BUSINESS COMMUNICATION

Submitted To
Sir Tipu Ismail

BBA-3A

Submitted by
Shahzaman Mehdi 01-111182-102
Kamran Ali Shaikh 01-111182-042
M. Zain-ul-abidiin 01-111182-0722
December 19, 2019

REPORT
Introduction

We are writing a report on careem app the reason behind that we select this organization is this
technology make our life easy With Careem, you can preschedule your booking so you won’t
need to queue or wait for an available cab and this is very secure ride you get all information
about your captain each and every detail about them Before your Captain arrives, they send
you their details, which include your Captain’s photo, name, rating, vehicle type, and plate
number.which is good for parents those are worry about their children’s Careem customer
service available 24/7 Careem is a transportation network company based in Dubai, with
operations in over 100 cities in 14 countries In the Middle East, Africa, and South Asia. The
company was valued at over $2 billion as of 2018 In March 2019, Uber acquired Careem for
$3.1 Billion. As part of the deal, Careem maintains an independent brand and operates
separately. The founder of careem Mudassir Sheikha a native of Pakistan, Magnus Olsson,
Abdulla Elyas. who had both worked as management consultants at McKinsey & Company. It
started operating in July 2012 as a website-based service for corporate car bookings, and
evolved to become a transportation network company with car hire for everyday use Careem’s
logo is a winking smiley face to convey it wants to spread smiles to its customers and drivers,
and that it’s going to have a bit of fun along the way. Careem’s 3,500 employees come from
76 countries. The tech team alone boasts 49 nationalities. Most are from the Middle East and
South Asia, but many are also from Europe and the U.S. Some operate out of regional offices,
but most work at the headquarters in Dubai .Careem cars can be booked on the website,
smartphone app or by simply calling the customer care. The drivers are verified, licensed and
trained. Upon confirming a ride, travellers will be able to track cars through phone-based GPS
system.
 EVALUATE AND ANALYSIS

1. Time Saving:

We learnt that respondents from focus group with high frequency usage were heavily
influenced by saving time. As one of the respondents pointed out that when going to crowded
places or on weekends, using Careem not only saves parking time but ensures safety of car as
well. They preferred waiting for Careem than to driving their own car or looking for rickshaw
or taxis. While the respondents in the non-user group were divided, most of the respondents
agreed that using Careem saves time. On the other hand, some of the respondents pointed out
that looking for parking is balanced out by waiting for Careem.Saving time is an influencer on
user’s intention

2. Change in life style:

A common trend was observed amongst the respondents from both the groups. All of them
agreed to the convenience offered by the ride-hailing applications and how that has brought
ease in their lives. They pointed out that using these services have changed their lifestyle,
especially for women. One respondent shared that at first, she would have to make her plans in
accordance with the schedule of male members in her family or other option was to look for
taxi or rickshaw but using Careem has made her independent. Another respondent pointed out
that in his absence his wife along with children can travel easily. Consequently, users and non-
users both agree that Careem has impacted their life for good.

3. Price vs Quality:

With regards to choosing between quality and price respondents have different opinions.
Majority amongst both focus group, chose quality while some inclined towards price. Among
frequent users of Careem quality was more important except one respondent. They had
different perceptions about quality. Some believe, quality was the most important factor and
must be at par with their expectations. For some quality is important but not the most important
factor. While some respondents mentioned that they don’t want exceptional quality and were
willing to compromise on quality for a price value that lies in their budget. While most of the
 non-user respondent mostly preferred price over quality. One of the respondents mentioned
that for cheaper price he would not care about quality. Hence, Quality is a motivator
for Careem’s frequent users.

4. Avoidance to Drive:

One common insight we developed from the focus group was; respondents were willing to use
Careem to avoid driving through rush hours. They want to avoid stress of driving in heavy
traffic. Non-users use ride-hailing applications to avoid pressure before they are going for work
or any social event. At rush hours all of the respondents were choosing comfort over driving
themselves.

5. Customer Satisfaction:

With regards to service all the respondents agreed that they were satisfied with Careem’s
performance. Respondents were contented by the services Careem provides; whether the
anonymous calling feature, Careem wallet or 24/7 available helpline service. Frequent users
indicated although they sometimes face problem with location tracking or booking cars but still
they would continue using Careem due to the satisfaction they get from Careem’s services. It
can be said that satisfaction motivates both users and non users.

6. Preferred method of payment:

Careem provides several payment methods. Customer can either pay by cash, credit card or
Careem package. The various options are provided to lessen the cash handling and make paying
easier for customer. While focus group indicated contrasting opinions among frequent users;
as they were reluctant to give their credit or debit cards to unknown drivers. Someone pointed
out that they would not be able to trust drivers with their cards as it has their personal details.
Other respondent based on what she had heard that; some of the drivers are not pleased with
payment through card as drivers don’t receive cash up front. While majority of non-user
respondents considered cash handling difficult than paying through credit card and praised
different payment methods; and considered it as keeping up with advancement in technology.
Only one of the respondents expressed their concern about using credit/debit card. In
 conclusion, Careem needs to create awareness about their payment methods among their
frequent and non-frequent customers.

7. Preference between Uber and Careem:

Uber is perceived as much cheaper than Careem. All the respondents whether users or non-
user considered Careem as expensive than Uber. Frequent users found Careem economical
with the quality service it provides but still in comparison Uber is much cheaper. One of the
respondents remarked for Uber “cheap but no quality”. They justified Careem’s higher prices
by the condition of the cars and behaviour of the captains. Most of the frequent users were
willing to pay higher for Careem

8. Preferred Service of Careem:

All the respondent’s choice of service was Go. As Go, is easily available and spacious. While
some used both based on the availability and weather. Go mini is another option in case of
higher rates. Some stated that it depends upon the situation, if they are travelling a long distance
or with large number of family members or friends, they prefer Go+. Go is used mainly for
daily routine and provides affordable fare. Consequently; consumer preferred car which is
spacious, comfortable with affordable fare

9. Booking Experience:

Through the focus group we learnt that many non-user participants avoid using Careem or Uber
just because of their perception about booking time. They want the car to be available as soon
as they have booked the car through app. One respondent added that sometimes location
tracking is not précised, sometimes the device shows 10 minutes and will arrive in 20 to 25
minutes. Other respondent advised to call the driver that would give the user an estimated time
car will take to reach. Frequent users also shared the problems they have faced while booking
cars.Often problems are at drivers’ end, drivers simultaneously book two rides and then asks
the users to cancel their rides. However, the respondents were pleased by the active helpline
and how quickly helpline accommodates user with another ride. People are influenced by their
experience of booking and decide on this factor whether they should use Careem or not.
10.Influenced by Social Circle:

Among the non-frequent user group participants admitted to having influenced by their
reference group. One participant added they came to know about Careem through their
social/reference group. Frequent users admitted to certain extent of the influence of their social
group through their friends or family. Although maintained they make the decision if they want
to use Careem or not. Effect of social circle on intention to use is disputable

11.Alternate for Taxis and Rickshaw:

A common insight was gathered from both the focus groups they appreciated ride-hailing
applications and how it has proved to be an alternate for rickshaw and taxis. Before ride-hailing
services taxi or rickshaw drivers would take advantage of the consumer by demanding higher
fare. As people had no other option they were forced to pay these fares. Careem and Uber have
provided an alternate option to users. This is another factor which influences people to use
Careem or Uber.

12.Attitude of drivers:

Insight revealed that many respondents despised uber and choose to refrain from using uber
because of the attitudes of the drivers. One respondent shared his view based on his experience
“drivers at Uber behave as they are doing you a favor While respondents especially who
frequently use Careem highly appreciated the attitude of drivers at Careem and stated it as one
of the motivators that influences them to use Careem

13.Car Conditions:

Another factor which motivates the user to use Careem is condition of the cars. Respondents
stated it as a positive point for Careem. While on the other hand, frequent users stated their
reason to switch from Uber or not using Uber; was the condition of their cars. One respondent
stated that cars at Uber are not well-maintained and are in pathetic condition. Their cars smell,
windows and seats are dirty. They don’t provide the service that they should. Careem should
use this insight to their advantage.
14.Reliability/ Trust:

We discovered an underlying insight from both the focus group that another reason people use
Careem is because they perceive Careem as reliable and trustworthy. For women participant
they are influenced to use Careem and considers it as the reason they can move safely and
independently.

Communication Practices Of Careem

Careem, the ride-hailing service popular in Pakistan and the Middle East, is famous for its
marketing campaigns which highlight social aspects of Pakistan in a humorous manner.
However, a recent billboard campaign that Careem launched for its Bike service is receiving a
rather polarizing response on social media. People either seem to love it or hate it.
 Careem’s latest billboard campaign for its Bike service includes captions like “Apni Shadi se
Bhagna ho to Careem Bike karao”, “Paros k Mulk sy ABHI bhagna ho tou Careem Bike karo”
and few other. These billboards can be sighted on various places.

 Very active on social medias and keep on introducing promo codes. On the other side Uber
lack this as here social media pages has nothing to engage customers. Even they do not facilitate
their customers with promo codes etc. Careem has always tried to bring something new and
funny at doorsteps such as, Rishta Aunty Service, Bakra-on-Wheels, Qurbani Hides, Careem
Air etc. These marketing campaigns of Careem became so famous on social media platforms
that it ended in brand wars which clearly shows that their campaigns are very effective. Uber
should change their business strategy and higher a better marketing personal to compete in the
market as good marketing is very necessary to run a perfect business.
 As far as a marketing campaigns are concerned, Careem is seen very active on social medias
and keep on introducing promo codes. On the other side Uber lack this as here social media
pages has nothing to engage customers. Even they do not facilitate their customers with promo
codes etc. Careem has always tried to bring something new and funny at doorsteps such as,
Rishta Aunty Service, Bakra-on-Wheels, Qurbani Hides, Careem Air etc. These marketing
campaigns of Careem became so famous on social media platforms that it ended in brand wars
which clearly shows that their campaigns are very effective. Uber should change their business
strategy and higher a better marketing personal to compete in the market as good marketing is
very necessary to run a perfect business.
 By becoming a User, you agree to receive communications from us, including via e-mail, text
message, calls, and push notifications. You agree that texts, calls or pre-recorded messages
may be generated by automatic telephone dialling systems (where allowed by and in
compliance with local law). Communications from Careem, its affiliated companies and/or
Captains, may include but are not limited to: operational communications concerning your User
account or use of the Careem Platform or Services, updates concerning new and existing
features on the Careem Platform, communications concerning promotions run by us or our
third- party partners, and news concerning Careem and industry developments. Standard text
messaging charges applied by your cell phone carrier will apply to text messages we send. If
you no longer wish to receive promotional or marketing-related communications by text
message.
 Create and integrate Careem competency model, to clarify expectations across the
organization. Collaborate with the team to develop the approach for talent identification,
succession, development and retention. Support with the execution of these processes.
Participate in the design and deployment of key talent development initiatives, including
leadership development and accelerated learning interventions. Partner with Communications
team for all talent development communications including org-wide messages, campaigns, and
communication plans. Maintain data and reporting on talent development activities. Evaluate
and report on effectiveness, and impact. Conduct talent analytics to draw insights and support
decision making process and programs.

 Pepsi & careem have taken their partnership to attract more peoples this is one of
the best communication practices by careem. Turns out, the Pepsi labels had hidden
Careem promos printed on them, ready to be peeled and avail a free ride. The campaign aims
to engage Pepsi and Careem fans by providing them free rides whilst enjoying their favorite
beverage brand. All they have to do is peel their special edition Pepsi bottle label and discover
Careem promos with discounts ranging from 10% to 100%.
How Effectively An Organization Is Communicate On International Level

Effective communication is the central lifeline of any organization. It’s the vehicle for driving
change, shaping expectations and rallying workers around core purpose and common message.
When managing a geographically diverse workforce, one that spans the world and crosses
cultures, a strategic communication program can strengthen the organization and support its
success, the lack of one can be the linchpin of organizational demise. Effective communication
is critical to any organization and can help it in many ways. In fact, communication plays a
role in product development, customer relations, employee management – virtually every facet
of a business' operations. Employees are a key audience because they often serve as the conduit
to other audiences. If employees are informed and engaged, communications with other
constituencies are likely to be strong as well.

Careem marketing teams and agents have figured out the secret to making their service
relatable worldwide. The way they’ve done this is different from other multinational brands.
They don’t go general, instead picking up on the finer aspects of the cultural roots. They found
a way to embed those into their marketing strategies. What adds to this is the fact that their
campaigns aren’t just advertisement stunts. They provide customers with the services they
promise. Hundreds of naayis actually did come as the answer to customers’ pre-Eid grooming
needs, just the same way that hundreds of doctors actually did carry out patient examination
and diagnoses while passengers were in-ride, and in exactly the same manner that rishta aunties
actually did accompany people during rides, legitimately finding for them and forwarding to
them their respective matches. Careem’s strategies are unique in the respect that they don’t
take the bird’s eye-view of the cultures they’re trying to embed themselves into. They don’t
cherry pick the stereotypes or the expected characteristics of a culture. Careem’s marketing is
like a breath of fresh air in the world of advertising in the modern age. In this breath, cultural
identities have become resurgent as significant parts of people’s individuality. Consumerism
and therefore, marketing, has all become a game about playing with that very concept of
individuality and intelligent design. Marketing must generate hype and boosts sales
simultaneously. The millennial consumer’s preferences have shifted away from rendering
support to big, far-removed brands. Brands and service providers have also had to rethink the
way in which they navigate this evolved world of consumerism. This world is one where “real”
sells. Careem, for one, have understood this need and responded accordingly. This strategic
use of cultural elements in marketing and service provision is rather unique to Careem.