Measuring Consumer-Based Brand Equity of Pathao Limited

Abstract

Pathao Ltd. began its journey in Bangladesh in 2015 with its own group of cycles and motorcycles. It started as a delivery service provider for various e-commerce services, including Daraz, a group of Alibaba (later changed in Rocket Internet). Later, in 2016, Pathao began using bicycle sharing services in mid-2016 and successfully registered more than 100,000 drivers and about 1 million users in March 2018 across the country. According to the Pathao CEO, Hussain M. Elius, Pathao currently has a group of 50,000 bicycles and it has a brand value of more than $100 million as of June 2018. The performance of the brand is not simple but it is possible to measure and provide value for branding activity, marketing, and the quality of overall customer experience. Without measuring the consumer-based survey of Pathao Ltd, it is impossible to understand whether different marketing efforts are contributing to its equity. In this Project report, the effort has been provided to find out the consumer based brand equity of Pathao Ltd. through a survey on university level students of Bangladesh. In chapter 1, basic information of this project report is shared followed by the objectives and methodologies of the report in chapter 2 and 3. Chapter 4 is to clear basic ideas of some technical terms and chapter 5 is concentrated on the Pathao Ltd. The main part of the report is chapter 6 where the findings of the survey is being discussed. Finally, some recommendations are shared of Pathao Ltd. based on the findings of the survey analysis. Hopefully, all the recommendations help Pathao Ltd. to improve its brand in coming days.