Brand Development Activities of Pathao Limited

Abstract

Being the fastest-growing tech firm in Bangladesh, Pathao offers services in the ride-sharing, food delivery, parcel, and courier verticals. A group of young entrepreneurs launched the business in 2015, and it soon gained national recognition and cult status. Gojek, an Indonesian motorbike ride-sharing company, has provided funding to the business. The company launched as a parcel delivery service, utilizing an application for Android for service delivery. Uber South Asia, which was recently purchased by Grab, a company located in Singapore, quickly lost market share to the company when it shifted to the previously mentioned verticals in the car ride-sharing industry. Today, the company leads the motorbike ride-sharing industry. The next few months will see intense competition. With the technology reaching millions at the end of 2016, Pathao was able to change the game and is now a part of everyone's life, whether they are ordering takeout from home or commuting to work. As a brand intern and well-versed in marketing theories, I have seen how Pathao has effectively established its brand identity via its marketing materials, which effectively link its achievements and key messages. With Facebook marketing their businesses have introduced themselves to the public and shared their services and business models before they are even formally launched. In addition, I have emphasized all of the integrated marketing and content-related work I have completed. The report centres on the various pieces of writing and work I completed, along with a description of how the page interacted with its large following between September 1 and December 1, 2023. Furthermore, the way the business operates in each of its three verticals—Pathao Rides, Pathao Food, and Pathao Parcel—is also given a lot of attention. Lastly, I've provided some suggestions on how Pathao, as a brand, can brand itself more effectively by streamlining its service through maintaining a considerate, compassionate, and kind tone in all of its conversations.