CHANNEL MANAGEMENT OF AIRLIFT

PRESENTED BY
M. IBRAHIM
M. IQBAL AHMED SIDDIQUI
M. OSAMA
M. OWAIS
TO
SIR WAQAR AHMED
INTRODUCTION:
• The idea of Airlift was conceived by the founding Chief Executive Usman Gul after
he experienced the congestion during his visit to Lahore for vacations which was
caused by the inefficiency of local transportation.
• In March 2019, Gul along with a small team founded the Airlift and launched its
operations with a pilot project in Lahore. Gul initially self-funded the startup using
US$ 50,000.
• As of July 2019, the company was operating in two Pakistani cities, Karachi and
Lahore. In August 2019, Airlift raised $2.2 million in seed funding from local and
international institutions.
• According to a report, Airlift did 50,000 riders in Lahore in less than five months of
its operations
 What is Airlift?
• Airlift is a stop-to-stop smart bus solution that offers a convenient and affordable
daily commute option. You can on-board the bus from a stop close to your home
and get off at another stop that is close to your destination.
• Our routes, timings and prices are fixed. You can view our routes and stops either
from our mobile application or via our web bookings page.
How does Airlift work?
• Airlift runs on fixed routes that touch major residential areas and commercial hubs.
As a user, you can:
• Create an account on our Android or iOS apps
• Select pick up and drop off points on a given route and book your seat
• Take a short walk to our pick up point to onboard the bus
• Take a short walk from our drop off point to
get to your destination
• With air-conditioned brand new Hiace mini-
buses/Toyota Coasters, reserved seats, and an
app-based real-time tracking system, Airlift
offers high convenience at a fraction of the cost
of ride-sharing companies.
Booking Details:
• You can't only book your ride
for today but also for the up-
coming days also such as
reservation.
Payment Process:
• Airlift have set up payment gateways
which are integrated with our app --
customers can use their credit/debit
cards on our mobile app to purchase
ride packages.
• Once you have purchased a ride
package, your wallet balance will be
updated accordingly with Airlift
Credits(1 Airlift Credit=1 PKR).
• Whole payment is through online
banking.
• All the payment is deducted from
your bank account so there will no
problem regarding cash.
• Channel Management:
Number Of Levels:
• There are 4 level in the Airlift Channel.
Intensity At The Level
• Airlift is using "Selective Distribution".
• Not like everyone (Bykea,Careem,etc) can become the captain in Airlift.
• The drivers are selected after 7-10 days of training and after that they got
the app in their smart phones.
Variables Affecting Channel Structure:
1. Market Variable:
 Market Geography:
• Airlift started its operation in Lahore & Karachi.
 Market Size:
• All the office workers in Lahore & Karachi are the customer of Airlift
Market Behavior:
• Airlift has a competitor known as Swvl if Airlift increase its price customer will
shift to Swvl.
2. Product Variable:
 Unit Value:
• Airlift started their operations with the freight of 30-50Rs for different
points.
• But it price increases to 70-150Rs.
3. Company Variable:
 Size:
• Size of the organization is unknown.
 Financial Capacity:
• Airlift made a contract same as Uber and Careem. But their dependence on
their Captain is very high.
 Strategies:
• Social Media such as Facebook, Twitter, Instagram, Linkedin etc. Airlift will
reach consumers that are tech savvy with efficient advertising techniques.
• As we all know App Store Advertising is one of the best tools for Airlift to
promote their App in Apple App Store & Google App Store.
4. Intermediary Variable:
Availability:
• After every 15 minutes one vehicle appears.
Cost:
• Cost of one route was 30-50Rs but from 2,December their price increase to
70-150Rs.
Service:
• Airlift don't provide door service they provide stop-stop service which is same
as local transport.
5. Environmental Variable:
 Economic:
• For office class Airlift is very much cheap as compare to their own convience.
 Competitive:
• Swvl & Airlift are competitors in this transportation system.
Legal:
• Recently both Airlift and Swvl got banned due to Safety measure of their
vehicles.
6. Behavioral Variable:
 Training of the Captain is the main point.
In case of emergency consumer can't change his route immediately.
• I want to request for a new stop. What is the procedure for that?
• To request for a new stop, please email us at newstops@rideairlift.com with
the following details:
• i) Route name
• ii) Route time
• iii) Stop name and description
SWOT Analysis:
Strength:
• Technological advancement.
• Affordable transportation options.
Weakness:
• Lack of relationship with drivers.
• Route Changing.
Opportunity:
• Ability to expand in new cities and countries.
• Low fuel price.
• High employment rate.
 Thread:
• Copycat competitors (Swvl).
• Federal regulations.

DRIVER + CUSTOMER SATISFACTION = SUCCESS