Cykiq Marketing Plan

Group members
Mohsin Zia
Nihan Shakeel
Saba Saeed
Shayan Rehmen
Verda Yousaf

External Analysis

Competition

No direct competitor
Existing private taxis
Private cars
Carts

External Analysis

Economic growth and stability, Nusts infrastructure, wide and plain

network of roads
Legal and regulatory issues , approval from Nust Head Quarters.
No need of high technological advancement in the service
Demographic changes, increasing number of students
Shift in cultural trend, females independent as males

Porter Forces
Threat of entry

The threat of entry is high because no established competitors,

no barriers to enter in this.

Bargaining
suppliers

power

Bargaining
buyers

power

Threat of substitute

Rivalry among
competitors

of Bargaining power of suppliers is weak as there are no other

companies catering the similar customers and taking supplies
from these suppliers.
of The bargaining power of customers is low

At this stage there is no threat of substitute as there is no

direct competitor which is providing bicycles, motorbikes or
taxi services to travel inside the campus.

existing Currently there is no rivalry, no existing leader serving the

needs of the customers.

Customer Environment

Our customers are all the students inside the Nusts campus,
they can utilize the Cykiq services without depending on others
for a lift or waiting for carts to carry them to different places
around the university.

Segmentation
On the basis of customer characteristics and product related approaches, the
segmentation is done based upon the following
Product related segmentation
User type
Benefits sought
Competitor (no direct competitor)
Customer related segmentation
Behavioural segmentation
Psychographic segmentation

Product related Segmentation

User type

Hostelites
Day Scholars

Benefits
Sought

Independence
Time saving
Economical

Customer related segmentation

Behavioural segmentation
Hostelites with monthly charges
Day scholars with on the spot payment mode

Psychographic segmentation
Transportation and recreation service

Customer unmet needs

Dissatisfaction of customers

Hostelites and day scholars cannot move independently and

immediately across the campus.

Severity of problem

They have to wait for carts or others who can drop them to their
destination and it causes delay in their work,

Awareness of customers

Customers are fully aware of this problem. They need a facility

which can take them anywhere without asking for others help
and wasting their precious time during university hours or after
that.

Leverage point for competitors

No existing services which can fulfil the need of customers.

Customer Motivation
Elements customer value Independence, time, cost and recreation
most
Customer objective

Segments
differ
motivation priorities

Customer is buying liberty of mobility across the campus, they

are willing to pay for freedom and convenience

in Hostelites prioritize freedom, convenience and recreation and

fun in the service.
Day scholars exhibit different behaviours as they are looking
for immediate and quick travelling ease at the time of need
during their stay at the campus.

Change
priorities

in

customer No reliance on others, time conscious, uses cycling as their

fitness activities with the friends.