Baydaar Part 2 Final

NUST Business School
MKT-535 Marketing Management
Submitted To:
Ma’am Rabeil Khan
Submitted By:
Team: The 3Ds

Ahmad Jamal
Akhtar Amin
Aniqa Ijaz
Hurima Khan
Mahnoor Khalid
MBA 2K18-B
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“Our Lord, indeed YOU know what we conceal and
what we declare, and nothing is hidden from Allah on
the earth or in the heaven.”
(Surah IBRAHIM- Ayah 38)
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Acknowledgement
We thank all the participants and customers of Baydaar who helped us in making this research
possible by sharing their reviews and comments.
We would also show our sincere gratitude to the owner of Baydaar Mr. Ijlal Khattak for providing
us full insight and information that greatly assisted our research.
We are also immensely grateful to Ms. Rabeel khan for assisting us throughout our research work
by giving her valuable comments.
The 3Ds
MBA-2k18
Section-B
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TABLE OF CONTENTS:
Quranic Verse.............................................................................................................................................. 2
Acknowledgement ....................................................................................................................................... 3
1. INTRODUCTION ................................................................................................................................... 6
1.1 Company ................................................................................................................................ 6
1.2 Team Profile .......................................................................................................................... 6
1.3 Services................................................................................................................................... 6
1.4 Competitors ........................................................................................................................... 6
1.5 Customers .............................................................................................................................. 6
2. KEY FINDINGS ..................................................................................................................................... 7
2.1 Questionnaire Analysis ........................................................................................................ 7
2.2 Observations ......................................................................................................................... 7
2.3 In-depth Interviews: ............................................................................................................ 8
2.4 Focus Groups ........................................................................................................................ 8
3. 4PS OF BAYDAAR TRAVELLERS .................................................................................................... 9
3.1 Product/Service ................................................................................................................... 9
3.2 Promotion ............................................................................................................................... 9
3.3 Place ...................................................................................................................................... 10
3.4 Price ..................................................................................................................................... 10
4. General Marketing Strategies .............................................................................................................. 12
5. Critical Issues ........................................................................................................................................ 12
6. SMART Objectives ............................................................................................................................... 12
7. Marketing Strategies .............................................................................................................. 12
7.1 Segmentation .......................................................................................................... 12
7.2 Targeting ............................................................................................................................. 15
7.3 Positioning .......................................................................................................................... 18
8. Marketing Mix ..................................................................................................................................... 18
8.1 Product Strategy ......................................................................................................................
8.2 Pricing Strategy........................................................................................................................
8.3 Place Strategy ...........................................................................................................................
8.4 Promotion Strategy ..................................................................................................................
9. Implementation Schedule and Financials .................................................................................
10. Control and Contingency Plans........................................................................................................
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6. Apendicies .............................................................................................................................................. 36
6.1. Interviews Appendix ............................................................................................................ 13
Interview-1 .................................................................................................................................... 13
Interview-2 .................................................................................................................................... 15
Interview-3 .................................................................................................................................... 18
Interview-4 .................................................................................................................................... 20
Interview-5 .................................................................................................................................... 22
Interview-6 .................................................................................................................................... 25
Interview-7 .................................................................................................................................... 26
Interview-8 .................................................................................................................................... 28
Interview-9 .................................................................................................................................... 30
Interview-10 .................................................................................................................................. 32
6.2. Focus Group Appendix........................................................................................................ 35
Adults ............................................................................................................................................ 35
Families ......................................................................................................................................... 38
7. Questionnaire Exhibits ..................................................................................................................... 43
Exhibit 1 ........................................................................................................................................ 00
Exhibit 2 ........................................................................................................................................ 00
Exhibit 3 ........................................................................................................................................ 00
Exhibit 4 ........................................................................................................................................ 34
Exhibit 5 ............................................................................................................................................
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INTRODUCTION TO BAYDAAR TRAVELERS
Company: Baydaar Travellers
Industry: Travelling & Tourism
Team profile:
Ijlal Asghar Khattak (CEO)
Hassam Ali Shah (Co-founder & Director)
Waliya Najib (Marketing Head)
Zakriya Noor (Coordinator)
Sohaib (PR Manager)
Target Market:
Adults
Families
Peace-seekers
Professionals
Competitors:
Falcon Adventure Club
Eagle Adventure Club
Trek and Tours
SK Tours
Pak Adventures
Malik Travellers, etc.
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Key Findings (Consumer Research Analysis)
Observations:
According to the observations, it has been interpreted that the customers find Baydaar Travels
convenient and secure platform for travelling with friends and families. Because they provide
friendly environment, they accommodate with best possible hotels and their vehicles are
comfortable which ensures satisfactory transportation services. The team of BT is adequately
cooperative and friendly in fact they organize activities (games, competition, etc.)
However, few customers find the agency waste of time & money because they (especially boys)
think that they can easily arrange and manage trips as the transportation and accommodation is
easily available. Majority of people have complained about the limitation and quality of food they
provide. The customers whine for not having the food if they had instant demand to have it.
Questionnaires:
The targeted customers of Baydaar Travelers majorly are the students or young people with age
ranges between 18-30 and who have limited pocket money below 30,000, with less purchasing
power to spend it on regular trips. Majority of boys prefer to travel with their friends by planning
their trips themselves instead of utilizing any agency’s services. While the girls and families find
it convenient to travel via travelling agencies. Therefore, according to our survey, 33.3% of the
existing & potential customers are males whereas 66.7% of girls have travelled or want to travel
with Baydaar Travels or other agencies. Few of the families own their own vehicles so they prefer
to travel themselves while few acknowledge organized trips with convenience & security.
Interviews:
The results from interviews show that professionals, adults and families are more attracted towards
experiencing travelling agencies because they consider their services convenient and safe.
However, adults have concerns about pricing because mostly this segment belongs to students with
limited pocket money.
Families prefer the agency which delivers quality food and safe areas where the children can play
around or are safe. There are many rooms left for improvement for Baydaar team as they have
limited places, least promotion strategies and very casual behavior towards marketing.
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Focus groups:
We have conducted two focus group interviews. One group was consisting of adults (students plus
professionals) and other group consisted of families. The result from former showed that their
priority to choose any agency would be cost of the trip. Besides, they want to travel every sight of
Pakistan (Sindh, Balochistan, Punjab and KPK) and Baydaar team usually travels to northern areas
and hardly 40% of the focus group knew about them.
On the contrary, the families prefer sound places and safe environment. They prefer to use their
own vehicles but for longer routes they can take services of travelling agencies. 25% of the families
knew about Baydaar Team while the rest were unaware of this agency.
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4Ps OF MARKETING MIX
1. Product/service:
Baydaar is company which provides tour and travel services. So, their services include all the
tourism location, transportation, accommodation and the entertainment provided by them. In the
light of detailed consumer analysis of Baydaar we found out that they are perceived as professional,
secure and friendly travelling and tourism service providers, which people like to prefer over other
travel agencies. If we look at the statistics obtained from our research, more than 50% of the
customers recognize Baydaar Travels as very friendly and professional. They have managed to
establish themselves as a competent travelling company.
Baydaar travels being a new entrant in the travel and tourism sector have managed to spread
information about them through social media only, still they have organized a good number of
successful trips. So, according to the survey, interviews and group discussions we found out that
their biggest strength is their social media presence and positive word of mouth through which
Baydaar Travels has attracted large number of customers. Baydaar Travel collaborates with social
media influencers and celebrities to endorse their services through their pages, this also helps them
in growing their customer base. According to customers Baydaar Travels provide the most fun
filled experience that is matchless and unforgettable, people who have traveled with other agencies
as well believe that Baydaar Travels is preferable when it comes to amusement.
In customers perspective, the biggest weakness they highlighted was their high prices. As their
target market consists of youth only, who have limited income and can’t afford such expensive
trips.
2. PROMOTION:
As we have discussed above, most of the promotion of Baydaar travels is done through social
media that is why they fail to attract many of their potential customers, so it can be concluded that
their promotional strategy is weak and causal. Many people are still unaware of Baydaar our
statistics showed that more than 40% of their customers learnt about Baydaar travel through
Facebook/Instagram. Also, they don’t have a specified target market, so it can also be said that
they have not implemented the marketing concepts while making their business plan. The only
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promotion they practice is either through social media (“Instagram in specific; Facebook, less
effective) or through “Word-of-Mouth” advertising.
The company doesn’t even have a proper logo and tag line that why people are unable to identify
their presence, they don’t have a website where people can look up for the latest trips, discounts
or any other information.
The customers believe that the agency is not popular as its competitors (Falcon Adventure Club,
SK Tours, Eagle Adventure Club etc.). People pointed out that Baydaar only promotes through
bloggers, photographers or social influencers as strategy to grab their followers. While there is a
bunch of adventurous & potential customers that Baydaar can attract by executing proper
promotional strategy.
3. PLACE:
If we look at the services channel of Baydaar travels it is a platform between the customers and
service providers, providing accommodation, food and transportation facilities along with the tour
and sightseeing of places they travel. According to the statistics we collected more than 50% of
the customers are satisfied with the accommodation and around 85% are satisfied with the
transportation facilities.
Baydaar Travels has a single station for departure in Islamabad, which makes the people to visit
that station first and then leave for the destination. Many people who wants to travel don’t choose
this agency because they find it inconvenient traveling to Islamabad first and then to long-route
trip. While, the competitors provide three different stations e.g. Islamabad, Lahore and Karachi.
4. PRICE:
Followed by as we wrote earlier most of the customers of Baydaar Travels are students who find
their services highly priced as compared to competitors whose charges are comparatively lower.
Around 60%-70% of people have concern about their budget while planning any trip. There are
mixed opinions of the customers about pricing but above average has agreed that this agency has
priced high for their trips. Still, the female travelers voiced the supporting words that we pay them
extra but at the same time, they manage things for us so it’s a fruitful tradeoff.
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The students have limited pocket money so many of them told us about their economical trip that
they had experienced worth 10,000-15000 for Skardu for which the agency normally charges
26000.
Customers quoted, whenever they plan a trip 35% are concerned about the prices and 39% are
more concerned about the attractiveness of the location. Baydaar travels claims to follow economy
pricing strategy for their services, whereas customers have a slightly different point of view.
According to customers they are charging high for what they are offering as compared to the
competitors.
GENERAL MARKETING STRATEGY:
Baydaar Travelers is going good so far because they have started 28-months ago (on July 5, 2017).
They are on introductory & growth stage so there are many rooms for the organization to explore,
experiment, and improve. There are some considerations that should get attention of the firm
(according to our analysis);
The agency should establish an office setup so that people can have meetings with the team, they
can approach them and leave the complaints (if any).
The agency should provide shuttle service (if it can’t provide a spate station) to other big cities
where the potential customers are more. This way BT can target more customers and more people
will know about the agency.
The universities’ clubs set the prices low so maximum students prefer to acquire university club’s
services. Baydaar Travelers should revise their pricing strategy and introduce student packages
that will help the firm to attract more potential customers.
Baydaar Travelers must use aggressive marketing strategies by targeting multiple marketing
platforms (billboards, TV-ads, sponsoring events at big universities, etc.)
The agency should consider arranging trips to South and East of Pakistan as there are many places
that the people should know about and that can increase the tourism rate of Pakistan.
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CRITICAL ISSUES:
Promotional Strategy and advertising: They are only promoting through social media, have no
website, no physical setup and less awareness of the brand.
Prices: They charge more than the competitors and don’t provide good value for money.
Geographical Extension: They only arrange trips to the northern areas (limited locations) and
operate only through Islamabad.
Mission and Vision: They don’t have appropriate mission and vision. Since they just started out
as group of friends, that’s why they don’t have a proper team with marketing and management
expertise.
SMART OBJECTIVES:
Design ten trips in Balochistan and South of Pakistan within next 8 months to increase customer
base by 25%.
To revise the pricing and reduce the prices 5% for families and 10% for students for next one year
to increase market share by 5%.
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7. MARKETING STRATEGIES
7.1. Segmentation (Baydaar travelers)
i. Rough & Tough Squad
This segment is focused on the adults that seek thrill and are adventurous souls.
Demographics
Age: 18-35
Income: 10,000-75,000
Gender: females & males
Education: College-going, UGs, PGs and Professionals
Geographic
Urban areas of Sindh
Urban areas of Balochistan
Major cities of Punjab & KPK
Psychographic
Attitude: Adventurous, hard-core personalities and energy enthusiasts.
Interests: To explore new places and interact with different people to know different cultures.
Opinions: We have one life, so we should live to the fullest. Travelling brings opportunities to
life.
Behavioral
Travelling rate: Adults (from this segment) have high travelling rate per year. They travel
twice/thrice a year.
ii. Fun & Family
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This segment is focused on the families who travel with their children for the sake of spending
quality time.
Demographic
Age: kids and people above 30s.
Income: 50,000-above
Gender: males & females
Education: job holders, businessmen etc.
Geographic
Psychographic
Attitude: No compromise on quality of the trips and, demand comfort & convenience.
Interests: They only need security and healthy environment for themselves and their children.
Opinions: One must have some time to spend with family and travelling brings family together.
Behavioral
Travelling rate: the families travelling rate is low to medium. The family trips usually occur once
a year or once in two years.
iii. Free Souls & Multiple Destinations
The people (youngsters and older ones), who desire peacefulness, or the ones wo want to escape
from hectic routines to find some time for themselves.
Demographics
Age: 18-50
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Income: 10,000-100,000 (approx.)
Gender: males & females
Education: College-going, UGs, PGs, Professionals and House-wives
Geographic
Psychographic
Attitude: These travellers are cleanliness-conscious, they love nature & beauty and they find
peace wherever they go.
Interests: Ones who struggle to ignore negativities from their lives and who wants to get rid of
fatigue/stress from lives. These people seek positivity and connectivity.
Opinions: This segment has mixed opinions. For some people, travelling brings peace from
stressful lives. for some, it is required escape from fatigues and for others, travelling keeps you
away from bitter reality of life.
Behavioral
Travelling rate: It depends upon the age and income level. For students, travelling rate is low due
to budget constraints. While for professional it can vary from medium to high depends upon job
duties.
7.2. Target strategy (Baydaar travelers)
Evaluation of Segments:
 Rough & Tough Squad
Measurable: The size of this segment is measurable as the percentage of adults, under the age
35 is huge in numbers. They have enough purchasing power to spend on annual trips. While
professionals can spend twice for trips.
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Substantial: This segment possesses mass target market because there are plenty of people who
like to explore the northern side and they like thrilling adventures. This segment can respond
positively to the marketing program.
Accessible: Choosing this segment would be profitable because the marketing strategy will reach
& serve it effectively. The adults are responsive to the promotional activities and they are
enthusiasts in nature. So, this segment has capacity to be served by marketing campaigns.
Differentiable: this segment has distinctive approach to marketing mix tools. The thrill-seeking
segment would respond differently to advertisements or promotions against the other segments.
For instance, the thrill seekers adults can be attracted with heavy bikes and sports-costumes
being used in marketing campaigns.
Actionable: To target this segment is appropriate because the size of the Baydaar Travellers’
staff is sufficient to handle adults. They can perform various activities to involve the adults such
as games, music nights etc. this segment has potential to reach, to respond and to increase.
 Fun & Family
Measurable: Families are run by financially-strong men (usually). And there are adequate
number of families that like to travel with comfort and convenience. So, they have money to
spend and thus, their purchasing power is better than individuals. The size and purchasing power
is measurable so this segment is strong.
Substantial: A family consists of three to more members usually. And families are large in
numbers that it is easy for any travelling agency to target them with single marketing strategy.
Because their interests are similar as a whole.
Accessible: Families are little hard to get access of. But once you develop a strategy to promote
your service to families, it is easier to convince large number of families. A right marketing tool
such as TV ad or students’ awareness program can influence the families. Hence, this segment is
accessible.
Differentiable: This segment is entirely different from that of adults or peace-seekers or

professionals. The psychographics of families is different and so their choices of likeness
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towards promotions. Families prefer safety and healthy environment so targeting them will
require different marketing mix tools.
Actionable: From past one year, the number of families that chose Baydaar Travellers has
increase significantly. So, there is great opportunity to target mass market of families which
eventually demand travelling via travelling agencies. So appropriate marketing tool will be
sufficed to get maximum number of travelers.
 Free Souls & Multiple Destinations
Measureable: people from this segment have fluctuating numbers and are not enough to help the
organization to maximize the profits. Because these people are hard to find, and it would be
difficult to identify the right marketing strategy for such people. The purchasing power also
varies.
Substantial: one marketing strategy would not be enough to handle mass market having such
people whose behavioral patterns and psychographics majorly differ from each other. For such
target market, organization will have to spend more money.
Accessible: the target market is difficult to serve and access due to scattered patterns of such
people. These people also prefer isolation and lack of socialization. So, it would take more time
and energy to find such people and influence them.
Differentiable: This segment differs from other segments because these people are sensitive,
and their values are different. The find inner satisfaction and care less about money or adventure.
So, they need peaceful places. But to target them huge investment and creativity is required to
influence them.
Actionable: currently the Baydaar team has limited employees and everyone is busy in their own
secondary commitments too. This segment requires a mix of different strategies and the staff is
limited to handle such. Therefore, it is difficult to execute multiple marketing strategies at this
point.
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Target Market (Selected):
According to evaluation based on segments’ criteria, Baydaar Travellers should invest in two
segments as of now;
Rough & Tough Squad
Fun & Family
7.3. Position statement (Baydaar travelers)
 Rough & Tough Squad
“Among adults, Baydaar Travellers is a thrill providing travelling company which feeds you with
adventure and energy because it takes you to new sights of the country.”
 Fun & Family
“Among families, Baydaar Travelers is a comfort providing company which delivers quality and
convenience-based services through travelling because it takes you to the beautiful places with
safety.”
 Free Souls & Multiple Destinations
“Among peace-lovers people, Baydaar Travellers is a calmness providing company that helps
you to relax your mind through healthy travelling experience because it takes your souls to
serenity and quietness.”
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8. MARKETING MIX PLAN
8.1. Product Strategy
Product levels for each segment separately:
 Rough and Tough Squad:

Core Benefit
Exploring the beauty of nature and be adventurers
Basic Product
Transportation
Food
lodging
Expected Products
Fine-tuned transportation
Quality food
Beautiful resorts
Trained and polite crew
Contingency plans
Camping
Hiking
Bon fire
Augmented Product
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Discounts
Free shuttle service
Free photography
Free gaming instruments and facilities
Potential product
International Tours
Self-owned and managed transportation
 Fun & family:
Core product
Exploring the beauty of nature and spend quality time with loved once
Basic product
Food
Transportation
Lodging
Tour guides
Expected product
Comfortable transportation
Apposite safety measures
Medical care services
Child care services
Healthy food
Beautiful resorts
On time services
Comfortable rest rooms
Moderate prices
Well-equipped crew
Augmented product
Door-to-door pick and drop service
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Free photography
Free chocolates to children
Potential product
International tours
Self-owned and managed transportation
Self-owned tour guides
Product Mix of Baydaar

Product Mix Width
(Location Based)
Tour de’ Tour de’ Tour de’ Tour de’ Tour de’ Tour de’ Tour de’
Product line length and
Hunza Skardu Naran Mushkpuri Khergali Swat Toli peer
7 Days trip 7 Days trip 7 Days trip 1 Day trip 2 days trip 3 days trip 1 Day trip
Family Family Family First First First First

Discounts Discounts Discounts Purchaser Purchaser Purchaser Purchaser
Discounts Discounts Discounts Discounts
depth
Student Student Student Group Group Group Group

Discount Discount Discount Discount Discount Discount Discount
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8.2. Pricing Strategy
Baydaar travelers would set rates of their services competitively according to the market in which
they are operating. Baydaar wants to provide good value for money to their customers.
Marketing Penetration Strategy
Tourism sector is growing rapidly in Pakistan. In this scenario Baydaar travelers is intended to
start off with the low pricing strategy which will help to capture more targeted and potential
customers as well. So, initially Baydaar is keeping their prices low however, this will dictate our
costs as well, so they will meet their financial goals as well.
In addition to that our pricing strategy includes
Cost Based Pricing
Baydaar would set prices such that to ensure profit on each sale by identifying all costs associated
with the tours that includes fixed costs. The tour cost generally includes Accommodation, two
meals a day, First Aid, Jeep fares and Transport.
Value Added Pricing
Value added prices can be pertain on the activities which are organized by Baydaar on tour
location.
For Rough and Tough Squad
These activities could be hiking, Rock-climbing, paragliding etc. If anybody is interested to

perform these activities, they would have to pay little more for that on the spot or at the time of
booking
For Fun and Family
Family’s value-added services includes private comfortable transport and rooms, 5-star hotels,
which charge high from standard rates.
Seasonal Pricing
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Baydaar Travelers can also take benefit by operating at different price levels throughout the year
to cover low and high seasons. For Instance, In Pakistan on season for visiting northern is from
March-Sept. If they set their prices high for this period. People are willing to pay high prices in
this season whether they are going with families or students because summer vacations also come
along, and they just want to relax and spent some good time.
In Pakistan off season starts from Oct and ends in Feb. In this period if prices remain low they will
be able a appeal more people because in this season people are not that much willing to go to
northern side because of heavy snowfall and bad weather conditions. But the low rates might attract
rough and tough squad, so this strategy would be profitable for Baydaar in low demand season as
well.
Price Chart for Seasonal Pricing

Tour Destinations Summer Autumn Winters
(for Six Days) (High Rates) (Low Rates)
Tour de’ Hunza Rs. 22,000 Rs. 22,000 Rs. 17,500
Tour de’ Skardu Rs 25,000 Rs 24,000 Rs. 19,000
Tour de’ Naran Rs. 16,000 Rs. 11,000 Rs. 10,000
Price Chart for One Day Tours

Tour Location Rates
(for One Day)
Tour de’ Mushkpuri Rs. 1,200
Tour de’ Toli peer Rs. 1,500
Price Chart for two and three Days Tours

Tour Location Rates
Tour de’ Swat (Three days) Rs. 7,700
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Tour de’ Khergali (Two days) Rs. 4,500
Price Chart for International Tours

Tour Location Rates
Azerbaijan (15 days) $ 450
Discount Pricing
Tourists are more attracted towards discounts given by the company to meet their holiday needs.
Baydaar can Developing discount packages for different segments is a good way to stimulate
demand and add value for customers. Discounts can also be used to target niche market So, that
they can select the preferred package according to their budget. In this way Baydaar can facilitate
more of its target audience and achieve their financial goals.
Discounts would be given as follows
Discount Rates
Rough & Tough Squad Fun & Family

Discount
All Girls discount All Boys Package Discounts for Groups
Rs. 5000 discount on full Rs. 5000 discount on Group of five = Group of Ten = 20 % discount on
payment. full payment. 15% discount 20% discount whole payment for
family bookings
Discounts will also be available to those who book a trip within certain period. For example, Rs.
2000 concession for those who book a trip within 24 hours or within 2 days.
8.3. Place Strategy

Distribution channels are the ways through which you are putting your tours in front of your
customers.
Baydaar travelers will be using social media mainly Facebook and Instagram to promote their
tours. Baydaar is reaching out their customers directly without any intermediaries. It means
customers can book tour by direct messaging them on their FB page or by call their sales person
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directly. Facebook Ad Placement options include FB feed, FB right Column, FB Stories, Instagram Stories,
Instagram feed, FB In-Stream Video and Sponsored Ads etc. They also have an operating point in
Islamabad from where trips generally start. Baydaar should also build an physical office setup in
major cities of Pakistan to facilitate their customers.
9. Action Plan
Seasonal Sales Forecast
Summer Total Sales = Rs. 12,220,000
Winter Total Sales = Rs. 1,240,000
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12 Months Trips Revenue Forecast
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Appendix # 1
Transcripts of Consumer Behavior Research
INTERVIEW # 1
Interviewer: Hurima Khan
Interviewee: Meesha Fatima
Language Preference: Bilingual
(Basic Information)
Age: 22
Education: Bachelors
Occupation: Research Assistant at SEECS
Approximate income: 25,000
How often do you travel?

I usually travel a lot. I travel once or twice in month. It makes me feel healthy and energetic.
Do you travel by yourself or with tour company?
I prefer traveling with tour companies with my friends because all the arrangements were made
by the company. So, they are convenient basically.
Which tourism companies you are aware of?
I have heard about many tour companies some of them are Falcon, Baydaar Travels, Pak
Adventures and tours etc.
How did you hear about Baydaar?
One of my friend told me about Baydaar so I heard about them through word of mouth and
through social media advertisements like Facebook and Instagram.
What’s the first think comes to your mind when you hear the name “BAYDAAR”
Baydaar means to wake up. (JAAGNA)
1. What’s the USP of Baydaar which makes them different from others in traveling
industry?
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Many families do travel with Baydaar so that would be a positive point for them because these
companies usually attract youngsters.
2. What do you think about their promotion strategy and are they popular as compare to
the other tourism companies like falcon and eagles adventure club.
I believe they are not as popular as they should. They are using bloggers and vloggers for the
promotion of their company on social media only. They should focus on ground promotions
as well.
3. How many times you have traveled with them?
I had travel once with Baydaar with my friends couple of months ago. We went to Skardu. I
was a seven days trip organized by Baydaar. They charged 26k per person including all the
transportation, food and hoteling cost.
4. Do you think facilities they give justify their prices? Value for money… their prices are
high or low as compared to the competitors? Rate on basis of food, hotels, transport
provided by them.
In my opinion their prices are high as compared to their competitors like Eagle Adventure club
organized the same trip in 20k or less than that. Baydaar should focus on their pricing strategy
as well if that want to be consumer oriented.
Rating price-3.5/5 food-3/5 transportation-3.5/5
5. Tell us one good thing about them and one bad thing based on your Experience.
The good thing about Baydaar was their management. They were very professional yet
corporative. They were following the whole schedule everything was in time. Food was limited
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and at camping sites food was slightly undercooked so that was a bad experience I had. They
could have made it better as they were charging us for that.
6. Highlight one Strength and weakness of Baydaar.
They are very good organizers so that would be their strength and I thought Baydaar major
weakness is their weak promotion strategy they can accommodate more people but alot of
people are still unaware of them because they lack guerrilla marketing.
7. What improvements you want from Baydaar in future? Any suggestions which can be
added in their services
All the traveling companies are focusing on northern areas of Pakistan, so I recommend
Baydaar should move towards south and that too will help in promotions.
8. Would you recommend Baydaar to others?
Yes, I would.
INTERVIEW # 2
Interviewer: Aniqa Ijaz

Interviewee: Shawal Mehek
(Basic Information)
Age: 23
Education: Masters
Occupation: Govt. lecturer
1. How often do you travel?
I travel usually once in a month or two.
2. Do you travel by yourself or with tour company?
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Mostly I used to travel with the University’s Adventure Club. I also traveled with trek and tour
company once. We went to Mushkpuri with them. It was good, but it wasn’t up to the mark
according to price we paid for it. It could be organized in better way.
3. Which tourism companies you are aware of?
As I said earlier I am aware of Trek and tours, Pak Adventures, Baydaar travels and many
adventure clubs of different Universities.
4. How did you hear about Baydaar?
I have seen their Facebook page So, I heard about them through social media.
I had no experience with them, but my friends visited Hunza with them so, I can share their
experience with you guys’.
5. What’s the first think comes to your mind when you hear the name “BAYDAAR”
The first thing into my mind when I heard the name Baydaar is “to be aware of something”.
industry?
Baydaar’s staff is very friendly and corporative. They create a family like environment
throughout the trip. They involve you in every activity. They are keen about their reputation,
so they talk to people and solve the queries as much as possible. Many companies don’t do that
the other tourism companies like Falcon and Eagles Adventure Club.
They are not as popular as Falcon, but they have got really good review on Facebook. They
should enhance their marketing to attract large number of people.
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provided by them.
As far as prices are concerned they are bit high for students. May be families could manage
such prices but for students they are high.
9. Tell me one good thing about them and one bad thing based on your Experience.
Security could be a bad thing because if something bad happens like land sliding etc. So, they
usually don’t have any backup plan for that and the positive point is they are easily
approachable and convenient.
10. Highlight one Strength and weakness of Baydaar.
Strength I would say their staff and management and weakness would be high prices because
as a student you can’t afford such high rates when other companies are offering same package
at low rates.
11. What improvements you want from Baydaar in future? Any suggestions which can
be added in their services
To lower their prices and they don’t have an office setup so It would be good to have a
physical place for meetings.
12. Would you recommend Baydaar to others
I had no experience, but my friends suggested me to travel with them because they enjoyed
a lot.
INTERVIEW # 3
Interviewer: Mahnoor Khalid

Interviewee: Yousaf
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(Basic Information)
Age: 27
Education: Masters
Occupation: ---
1. Do you travel by yourself or with some tour company?
Most of the times I travel by my own, but when I am to travel to a place which unknown to me
than I prefer to hire some travel company
3. which tour companies are you aware of? Mention their names.
I am aware of few companies, like Eagle, Malik Travels and Baydaar travels and so on.
4. how did you hear about Baydaar travels?
I heard it from one of my friends, who used to travel with this agency.
5. what comes in your mind when you hear the word Baydaar?
It means ‘Agahi’ in Urdu. I think what they are intending to portray is that, us Pakistani’s don’t
about our land and beautiful places of our own territory, and its beauty so they are trying to help
us to see these places.
6. what do you think about the promotional strategy of Baydaar? Is it up to the mark?
No, it’s not up to the mark. They should work on that.
7: how many times did you travel with Baydaar?
I have travelled with them three times.

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8. do you think that their prices justify their services?
Yeah, as I have also travelled with some other agencies as well, so their prices are very reasonable.
9. Rank Baydaar in three parameters; price, food, transportation, you are to give Baydaar
marks out of five.
Price- 4/5
Food- 3/5*
Transportation- 4/5
*food was not what I expected it to be.
10. Tell us one good & one bad thing about Baydaar, based on your experience?]
Good thing is that they are well organized, so you don’t face any difficulty when travelling with
them. The bad thing is that their transportation facility is only available from Islamabad, as I live
in Peshawar, so it becomes somewhat troublesome for me to first come to Islamabad and then join
the team.
11. Any suggestion to Baydaar, for their service improvement?
They should provide shuttle service to their customers belonging to cities, other than their cities
where they are to join their rest of the group.
INTERVIEW # 4
Interviewer: Akhtar Amin

Interviewee: Harris Abdullah
(Basic Information)
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Age: 25
Occupation: ---
I am not a frequent traveler. I travel once in a year.
Most of the times I travel by my own and with my friends, but once I travelled with a tour company.
4. which tour companies are you aware of? Mention their names.
I know about, Baydaar travels, falcon and Aarifa travels and so on.
5. how did you hear about Baydaar travels?
One of my friends told me about this tour company.
It means to wake up, but basically, it’s a tour company so I imagine of mountains and beautiful
places when I hear this word.
No, I think it’s not up to the mark because I personally never heard about them form any social
media sites, like Facebook, Instagram etc.
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I have travelled with them once.
Their prices are moderate, their services were also good enough but the food they served was not
pleasing.
marks out of five.
Price-3/5
Food- 1/5**
Hoteling- 5/5
Transportation- 3/5
** One out of five score to food was due to the low-quality food and laxity in serving food.
11. tell us one good & one bad thing about Baydaar, based on your experience?
Good part of the trip was their management team and camping and they were much disciplined.
The bad thing was their marketing. They need to spend more on their promotional and marketing
strategies.
12. tell us one strength & one weakness of Baydaar?
Main weakness I observed was their slow marketing and strength was their team which was well
disciplined and organized.
13. any suggestion to Baydaar, for their service improvement?
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My suggestion to Baydaar is to increase their visiting sites accompanied with speedy improvement
in their marketing.
INTERVIEW # 5
Interviewer: Ahmed Jamal

Interviewee: Fahad Iqbal
(Basic Information)
Age: 32
Education: M-phil
Occupation: Research Assistant at Lums
I really like to travel so whenever I get a chance to travel I’d love to go to different places with
my friends. Sometimes we just go randomly without a proper just to get away from boring
daily routine. If we have less time we plan accordingly to the nearby areas.
It depends e.g. If I am travelling with my friends I’d prefer to travel to travel alone. We want
to organize everything by ourselves but If I am travelling alone I would be more feasible for
me to travel with some company because managing everything alone is a very difficult task.
I am familiar of Falcon, Baydaar travels, Memon Travel and tours and many other local
companies.
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I have seen Baydaar’s Instagram page. The page is very active. You can track all the
information about their past and upcoming tours from the page as they regularly post updates
there. My friend also told me about the Baydaar as well.
Hmm “smiles” …. ‘Active’ I would say.
industry?
Baydaar’s time management is quite good. Every time they follow the schedule give to
customers.
They are popular on social media only, but Falcon has its own website and proper setup. So;
Baydaar should focus on that.
I had only one-time experience of travelling with Baydaar. I went to Skardu with them.
provided by them.
I think their prices are high as compared to services provided by them.
Food 3.5/5 *
Price 4.5/5
Transportation 5/5 **
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*Because food they provided was limited. And while trekking no refreshments were given to
us.
**They were using smooth and very comfortable vehicles.
10. Tell me one good thing about them and one bad thing? Experience
The good thing was there management of whole event and for me bad thing was high rates
because other companies are providing the same services at low rates.
They are only focusing on northern part of Pakistan so, I would suggest they should also focus
on south Pakistan as well like Gwadar, Quetta etc. In this way people from north would also
get a chance to visit these places. Take some steps for improvement in accommodation as well.
INTERVIEW # 6
Interviewer: Aniqa Ijaz

Interviewee: Aqeel Azhar
(Basic Information)
Age: 50
Occupation: Executive Engineer (Irrigation)
1. How often you travel and with whom mostly? (Like with family or friends?)
Off course I prefer to travel with family mostly, but I don’t travel much.
2. Share your experience about these travel companies as you travelled a lot.
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I mostly plan travel with my family because we have the freedom to enjoy every place we are
going to, but it depends upon the place we are planning to visit. Usually our children decide.
3. Which travel companies are you aware of?
There are many companies, but I am only familiar with Pak trek and tours, Eagles Adventure
Club.
4. Did you hear the name “Baydaar Travels” before?
No, I am sorry I am hearing this name from you for the first time.
5. Are you an active Facebook user? How do you now about Falcon and Eagles?
I rarely use social media because of my job and I don’t find social media useful. Falcon was
sponsoring an event and my kids told me about, so I get to know about them.
6. Any one positive and one negative aspect you would like to mention about these travel
companies?
Negative aspect is that they charge much higher than what they should charge for the trip. I
can’t say about their positive points.
7. Any recommendations for Baydaar?
They should work on marketing because I really don’t know about this company.
INTERVIEW # 7
Interviewer: Hurima Khan

Interviewee: Maryem Qindeel
(Basic Information)
Age: 31
Education: Masters
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Occupation: Graphic Designer
I am doing a job, so I usually travel as I get some vacations.
Most of the times, I travel with my cousins. If we have our own vehicle available but sometimes
we also hire some tour company when we are to travel with cousins and other university
colleagues.
4. Which tour companies are you aware of? Mention their names.
I am aware of few companies, like Pakistan Adventure Club, Aariifa travels. I have travelled with
Falcon Adventure Club twice.
5. Did you hear about Baydaar? If yes than, how did you hear about them?
I have travelled with Baydaar twice, once towards Kashmir and Narran. One of my friends told
me of this agency when we were planning for Kashmir trip, so this was how I heard about Baydaar.
It means to awake.
No, their promotion is not so aggressive because very less number of people know about them.
They still must work more on their promotion.
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I have travelled with them twice.
Yes, their prices are very accommodating as compared to the rest of the agencies in this industry.
marks out of five.
Price- 4/5
Food- 3/5
Transportation- 4/5
11. Tell us one good & one bad thing about Baydaar, based on your experience?
The good thing about them is that their staff was well behaving and bad thing about them is that
they did not give as refreshment when we demanded for.
12. Tell us one strength & weakness of Baydaar?
Their weakness is poor advertisement and strength is that they do have the potential to further
strengthen their position in the market in future.
INTERVIEW # 8
Interviewer: Ahmed Jamal

Interviewee: Mrs. Abdullah
(Basic Information)
Age: 32
Occupation: Research Assistant
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1. Right! How often you travel and with whom mostly? (Like with family or friend)
I travel once a month and prefer to travel with husband and children.
2. How do hear about these travel companies
I have heard about them through friends, children, social media and banners etc.
3. Did you travel with Baydaar?
Yes, I went to Naran with them. It was a good experience exploring such beautiful places with
them.
4. Alright! What do you think, what makes one company different from another? I mean
what make a company unique from another?
Every company has its own uniqueness. So according to budget Baydaar is doing their best.
So, everyone is good.
5. Any one positive and one negative aspect you would like to mention about Baydaar?
I don’t know much about the place, so they make posts about the place prior which attracted
me to explore these places and take responsibility of you regarding trip so it’s a positive
aspect. There were some privacy issues all of us were accommodated in one hotel so there
were families, so we were not given freedom that would be negative one.
6. Ok tell me, what influences you to travel with these companies?
I think we feel safe with them because they are experienced, and they know where exactly
we should go.
7. Any recommendations for these travel companies?
I just want to say to make better pricing for children etc. They should’ve lower their rates to
attract more families who take their kids with them.
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INTERVIEW # 9
Interviewer: Akhtar Amin

Interviewee: Ahmed Nawaz
(Basic Information)
Age: 42
Occupation: Marketing Manager
I travel once in two three months and I prefer traveling with friends.
I prefer traveling with companies because they manage everything for you very well.
I am aware of Explore the Unexplore, falcon Adventure Club, Baydaar etc.
I heard about Baydaar through social media marketing i-e Facebook, Instagram.
I would say Baydaar means being Active.
industry?
USP must be their staff. They are very professional, and CSR also made them different from
others like they plant trees and they also try to maintain cleanliness.
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They are not popular to that extent their competitors are but on social media they are doing
good because I personally heard about them through social media.
I travelled with them once to Hunza.
high or low as compared to the competitors?
I think prices are relatively higher than the competitors.
10. What is the strength and weakness of Baydaar?
I guess they made traveling easy for you that is the strength and weakness I would say
sometimes there are management related issues regarding food limitation and accommodation
etc.
Prices are high, so they need to focus on that If they want to attract more people. Because I
believe price is the major factor people look up to before traveling somewhere.
12. Would you recommend Baydaar to others?
Yes, I would.
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INTERVIEW # 10
Interviewer: Mahnoor Khalid

Interviewee: Sania Rabeil
(Basic Information)
Age: 28
Occupation: House Wife
It depends basically on our group, in which we are 5 people. We travel a lot by going to
Northern areas. Other than we have been to Baluchistan and Sindh also.
It depends what place are we going to, like when we go to Sindh and Baluchistan, the travel
agencies don’t take us there, so we must go by our self. Otherwise when we go to north we do
go with travel companies.
3. Which tour companies are you aware of? Mention their names.
I know about a lot of companies, but I have travelled with Tourist a ran by Abdul Rehman.
They are based in Lahore. Other than that, I am aware of Bilal travels. After coming to
Islamabad, I came to know of Baydaar travels.
One of my friends living in Rawalpindi told me about this company.
5. What comes in your mind when you hear the word Baydaar?
It is basically a word from Urdu language, so it means ‘Jaghna’.
6. 7. What is the unique thing differentiating Baydaar from rest of its competitors?
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Baydaar is providing very good services. I have travelled with a tourist as well; that was an
amazing experience. So, the service quality of Baydaar is the only thing keeping it unique in
the tourism industry.
7. What do you think about the promotional strategy of Baydaar? Is it up to the mark?
No, because if it was up to the mark I wouldn’t said that I came to know about this from one
of my friends. They are in dire need of promoting themselves. I think they should use billboards
and other tools to get themselves marketed. If I were in Baydaar I would have been targeting
universities; like NUST, it’s a big university with multiple adventure clubs. So, it would have
been my one of the top priorities, where I wanted to come. I would have distributed pamphlets
and would have displayed billboards in family gatherings too.
8. How many times did you travel with Baydaar?
I have travelled with them once.
9. Do you think that their prices justify their services?
They should lower their prices, as rest of the firms in this industry are having very cheap prices.
marks out of five.
Price- 3/5
Food- 4/5
Transportation- 5/5**
** five out of five to transportation is due the quality transport they provided us during our
stay. We were pretty much comfortable in that.
11. Tell us one strength & one weakness of Baydaar?
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Their strength is their service, especially their transportation. And as for as weakness is
concerned, they need to improve a lot as I mentioned their marketing in not so aggressive, so
they need to work on that. And they also need to focus on more areas like prices are bit high
than the rest of companies.
12. Any suggestion to Baydaar, for their service improvement?
They should move to other areas as well rather than being stuck only on northern areas. They
should take people to the other beautiful areas as well towards Punjab and Baluchistan etc.
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Focused Group # 1
Members: Ahmed, Bilal, Hafsa, Daniya, Elia, Farooq and Ghazal.
Questioned By: Hurima Khan
Q. Do you guys like to tour and travel?
Yes.
Q. Do you guys prefer to travel with family or friends?
Ahmed: Both, it depends on the situation; it can be a family trip or a friends plan.
Ghazal: If I am feeling adventurous, I like to travel by myself.
Q. Do you people like to travel on your own or with a travelling and tourism agencies?
Ahmed: If I travel on my own, it gets very hectic to manage everything e.g. food, accommodation
and transport especially. So, I personally prefer to travel with a travel agency, it basically saves
me from the hassle of managing everything along with the tiresome travelling. Everything is
preplanned, so it provides convenience.
Bilal: If I travel with my family, I like to do that through a travelling agency because everything
gets done through a proper channel and it’s safe. But sometimes when friends make plan, we end
up going on our own just to keep the adventurous spirit alive.
Daniya: In Pakistan, it’s quite difficult for the girls to travel on their own, because of the safety
concerns. So, whenever there’s a plan we reach out to a travelling and tourism company to enjoy
a secure trip.
Q. What is your prime concern when you plan to travel? Is it the budget or the enjoyment?
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Elia: It’s the budget usually, since we are students we have to look after our expenses.
Q. Let’s talk about the pricing. Do you guys think that travelling agencies charge fair prices
for their services?
Ahmed: The travel agency I have travelled with is economical as compared to managing expenses
on my own. So, I’ll always prefer that.
Ghazal: Being honest, travelling agencies do charge extra, but it saves you from the hassle so it’s
better to pay the extra price for the comfort it provides.
Q. Have you guys heard of Baydaar Travels?
Yes.
Q. What do you guys know about Baydaar Travels?
Ahmed: I don’t know a lot about them, but I have seen their pictures a lot while scrolling through
my social media.
Bilal: I have heard about them through friends who have travelled with them.
Q. Can you guys highlight strengths or weaknesses of any travelling agency? Please share
your opinion?
Ghazal: It promotes the culture of travelling and exploring the natural hidden beauty of our
motherland. Due to existence of such travelling agencies people have started showing more
willingness to travel. I believe that more travelling and tourism agencies should be started so that
we can promote tourism in Pakistan on a global level.
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Farooq: When you travel with an agency, you have no command over the food and
accommodation and, that is exactly where these agencies take advantage of the vulnerability of
their customers. In my opinion, they need to raise their standards when it comes to food and
accommodation.
Elia: Travelling agencies have their own time table and travelling plan which all of the travelers
have to follow. So, they cannot decide where they want to spend most of their time.
Q. What opportunities do you think travel agencies can avail and is there any room for
improvement?
Daniya: As far as travelling agencies based in Islamabad are concerned, they keep on taking their
customers to the hilly areas. I would like to suggest them to also organize trips to other tourism
spots.
Q. Overall, in your opinion, what do you think is more preferable? Travelling through an
agency or by own means?
Hafsa: I believe that travelling by own means is far more stressful and you don’t enjoy as much,
since, you must look after everything. I remember the last time I went with my family, we used to
arrive at a place and then it would take an hour or so to find a rest house, and when it came to
sightsee we missed a lot of places. But, there was another trip that I went on with my friends
through a travel agency, I enjoyed a lot and was able to visit every place in time.
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Focused Group # 2
Members: Aqeel Azhar, Talal Asfar, Ushna Shah, Mrs. Naila Kanwal, Maaz Ashar, Aizad Yar
and Ms. Zonash Malik.
Discussed By: Mahnoor Khalid and Akhtar Amin
Q: How often do you guys travel?
Aqeel Azhar: Normally in the summer vacations and winter vacations, whenever my family
demands or when i have ample amount of time to de stress and travel.
Q. Do you guys prefer to travel with family or friends?
Aqeel Azhar: with both family and friends. But usually I travel with my wife and children.
Ms. Zonash Malik: It depends. If it’s the northern areas, then I might visit only once a year and
since it’s far, I ‘d prefer to go along with my family.
Q. Do you people like to travel on your own or with a travelling and tourism agencies?
Aqeel Azhar: Usually what happens is that travelling agencies offer pre-set dates and plans which
might not be feasible with your schedule, so, when I make a plan for travelling I keep everyone’s
schedule in mind and usually make it with my family, we go on our own following the travelling
pattern travelling agencies follow.
Talal Asfar: When it comes to travelling abroad, I like to contact a travelling agency but, when I
am travelling inside Pakistan I do it on my own, since transport and accommodation facilities are
easily available. And my family is more comfortable with personal vehicles and drivers.
Q. Do you find travel agencies expensive?
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Aqeel Azhar: Yes, if you visit Hunza or the northern areas with travel agency, they charge you
around 24,000-26,000 PKR. But on the other hand, I once travelled with my driver, we had to bear
10,000 each.
Mrs. Naila Kanwal: I would disagree here, because when I traveled with my family to Hunza by
my own means, I ran short of money and couldn’t afford the services travel agencies like Baydaar
travels were providing in similar price range. The reason behind that was our poor management.
Travel agencies have everything sorted out and also, they have drivers who know shorter routes
which also save time and money. So, in my opinion, travel agencies like Baydaar are preferable.
Aizad Yar: A few years back I got to visit Mushkpuri and Khanpur Dam along with my family.
The trips were organized by travelling agency and were very economical.
Aizad Yar: Also, I have never really travelled with Baydaar Travels, but I have heard a lot about
them from colleagues and families, they also have an extensive presence over social media. Many
social media influencers, photographers and bloggers promote their company by collaborating and
travelling with them. What I have learnt through following these influencers is that, though they
are a little pricier but they also provide you the services accordingly. So overall, it’s a good value
for money.
Q. What benefits do travelling agencies provide?
Aqeel Azhar: It’s a very good opportunity for people who don’t travel a lot mostly because of the
hassle that comes along with the travelling, here they can find everything all planned and sorted
out for them, all they must think about is the travelling and enjoyment.
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Mrs. Naila Kanwal: Also, these agencies are very preferable if a family wants to travel,
youngsters can prefer travelling on their own, but it might get difficult for the families due to safety
reasons.
Aizad Yar: Also, if safety and security is concerned, if girls want to travel on their own, parents
don’t allow them easily. But when a platform like Baydaar ensures safety, it also encourages the
parents to let their children travel by themselves.
Maaz Ashar: A friend’s family recently travelled with Baydaar and she shared a very positive
experience with me. According to her the experience was very safe, secure and comfortable.
Q. Can you highlight any weaknesses of Baydaar Travels?
Aizad Yar: It’s the price. It would be better if they can manage to reduce them a little.
Ms. Zonash Malik: They should come up with more packages according to various budget ranges
for families who travel with young children.
Aqeel Azhar: Lowering the prices would also help them in reaching out to a large number of
potential customers and that’s how they can manage the loss, if there is any.
Q. What people do you think Baydaar travels is trying to target?
Maaz Ashar: As of now, if we look at their social media marketing they are only targeting
youngsters. But, according to me if they want to expand their target market they should also offer
packages that families find attractive.
Aizad Yar: And if we talk about families only, there are a lot of traveling agencies that offer
cheaper packages than Baydaar who only target youngsters. So, Baydaar should keep in mind the
discount factor for families who have to manage everything in their limited pocket money.
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Ms. Zonash Malik: They should emphasize more on marketing and should offer different
packages for different marketing segments. Because every family can’t afford to pay high prices
if the family is extended.
Talal Asfar: Because currently they are only promoting their company through their social media
presence. I have no idea of their logo or have never seen a proper advertisement. All I know is
their name and a few pictures that I have seen over the internet, which I don’t think are enough to
promote a tourism and travelling agency.
Aqeel Azhar: They should also hire professional photographer who market the services of
Baydaar Travels by adding their logo along with the photographer watermark in the pictures. They
should find activities to attract children.
Aizad Yar: I think, they should also release some teasers and videos from their prior trips. They
should also use multiple marketing platforms to advertise their services (TV, newspapers), because
social media only follows the trends, it gets difficult to keep up with them on an everyday basis.
Q. What suggestions would like to give to Baydaar Travels?
Ms. Zonash Malik: They should spread more awareness about their service if they want to
entertain a larger target market. A lot of families and older people hardly know about them. The
only source they have is their children who tell you about different agencies.
Maaz Ashar: They should target more segments. Families have more potential to invest hugely
in travelling agencies.
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Aqeel Azhar: They should also promote travelling to Southern Pakistan as well. It also has a lot
of worth visiting beautiful places. And I will prefer that my family has knowledge about historical
places of Pakistan.
Talal Asfar: They should also focus on lowering their prices as well. Besides, they should conduct
brand awareness programs for families. Otherwise, why would I invest in such agency which has
no big existence and also my family’s safety is important.
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Appendix # 2
Questionnaire Exhibits
Exhibtit 1
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Exhibit 2
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Exhibit 3
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NUST Business School

MKT-535 Marketing Management

Ma’am Rabeil Khan

Team: The 3Ds

(Surah IBRAHIM- Ayah 38)

Company: Baydaar Travellers

Industry: Travelling & Tourism

Ijlal Asghar Khattak (CEO)

Hassam Ali Shah (Co-founder & Director)

Waliya Najib (Marketing Head)

Zakriya Noor (Coordinator)

Sohaib (PR Manager)

Falcon Adventure Club

Eagle Adventure Club

Trek and Tours

Malik Travellers, etc.

GENERAL MARKETING STRATEGY:

i. Rough & Tough Squad

Gender: females & males

Education: College-going, UGs, PGs and Professionals

Urban areas of Sindh

Urban areas of Balochistan

Major cities of Punjab & KPK

Attitude: Adventurous, hard-core personalities and energy enthusiasts.

ii. Fun & Family

Age: kids and people above 30s.

Gender: males & females

Education: job holders, businessmen etc.

Urban areas of Sindh

Urban areas of Balochistan

Major cities of Punjab & KPK

iii. Free Souls & Multiple Destinations

Gender: males & females

Education: College-going, UGs, PGs, Professionals and House-wives

Urban areas of Sindh

Urban areas of Balochistan

Major cities of Punjab & KPK

7.2. Target strategy (Baydaar travelers)

 Rough & Tough Squad

 Fun & Family

Differentiable: This segment is entirely different from that of adults or peace-seekers or

 Free Souls & Multiple Destinations

Rough & Tough Squad

Fun & Family

7.3. Position statement (Baydaar travelers)

 Rough & Tough Squad

 Fun & Family

 Free Souls & Multiple Destinations

 Rough and Tough Squad:

Product Mix of Baydaar

Hunza Skardu Naran Mushkpuri Khergali Swat Toli peer

Family Family Family First First First First

Student Student Student Group Group Group Group

Marketing Penetration Strategy

In addition to that our pricing strategy includes

Cost Based Pricing

Value Added Pricing

For Rough and Tough Squad

These activities could be hiking, Rock-climbing, paragliding etc. If anybody is interested to

For Fun and Family

Price Chart for Seasonal Pricing

Tour de’ Skardu Rs 25,000 Rs 24,000 Rs. 19,000

Tour de’ Naran Rs. 16,000 Rs. 11,000 Rs. 10,000