IMC Plan for Careem: Enhancing Women's Empowerment in Saudi Arabia

Desklib provides past papers and solved assignments; this report details Careem’s marketing plan to empower women in Saudi Arabia.

Running Head: Marketing 1
IMC Plan
Name:
Date:

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Contents
5. Promotional Program...................................................................................................3
5.1 Review of Existing/Past Programs..........................................................................3
5.2 IMC objectives and strategies.................................................................................7
5.3 Creative recommendations...................................................................................10
5.4 Media recommendations......................................................................................13
5.5 Media Mix Recommendations and rationale.........................................................21
5.6 Sales Promotions Recommendations...................................................................22
7. Measurement and Evaluation.................................................................................... 24
References.....................................................................................................................27

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5. Promotional Program
5.1 Review of Existing/Past Programs
The increased demand for cabs has enabled companies like Careem to earn more profit
in the transportation industry. Currently, the company is focused on creating work,
wealth, safe transport, trusted online payments and digital transportation by diverse and
talented people, infrastructure and technologies. Most of the promotions and
advertisements are done by the company on their FaceBook and Twitter accounts to
create value for the customers.
1. In-ride insurance- Careem has launched a global in-ride insurance program for
proving free in-ride insurance for both captains as well as passengers in all the
countries in which it is operating. The deal with global insurance broker has secured
policies that would pay up to $20,000 to cover expenses in case of death and serious
injury during a Careem ride. Security is the top priority of the company as it is expanding
across new countries and entering new verticals. Furthermore, Careem has a range of
safety and security measures to ensure the standardized level of safe driving. Female
drivers have also added security, i.e. their calls are prioritized in case of problems
during the ride. By offering global in-ride insurance, Careem ensures the drivers and
customers always have peace of mind while using Careem's platform (Careem, 2019).

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2. Rewards- Careem has launched a reward programme, i.e. Careem REWARD which
is becoming one of the most significant rewards programme with over 33 million users.
This reward programme is launched to recognize the loyalty of the customers.
Customers who use Careem on a daily basis to commute would get at least two free
rides per month as a result of Careem REWARDS. Customers will earn Careem points
with each ride they take, and they can redeem those point charity donations or Careem
credits. It's all about helping the customers to get more out of their rides. In addition to
this, customers can easily upgrade to the Gold status by taking 15 rides in the month
and get exclusive benefits, i.e. priority customer supports, 50% more points on each
ride and discounts and unique offers in the city (Careem, 2019).

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3. Roadside assistance- In order to make the trip easy for drivers and customers,
Careem is providing 24/7 ‘roadside assistance’ in Dubai. The mission of providing this
assistance is to simplify the lives of people. Requesting roadside assistance can be
problematic for customers and drivers as it includes negotiations of service rates,
sending WhatsApp location pins and waiting for technicians to arrive (Careem, 2019).
Now, customers and drivers can order the service for flat-free and expect the technician
to arrive within 20 minutes. The service is available for customers in collaboration with
established third-party roadside assistance companies. Within this offering, Careem
provides some of the on-site services, i.e. battery boosting, emergency fuel services,
flat tyre repair and battery replacement in non-electric vehicles.

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4. Earning opportunities- With the collaboration of TransAD, Careem has now
introduced a new programme to provide safe and flexible earning opportunities to
Emiratis and children of Emirati women living in the country. Children of Emirati women
can opt to register on the Careem platform and drive private vehicles. This is the part of
the new initiative by the company to provide jobs to the local workforce. Customers
would be able to book rides in anywhere in the country, and the services would be
priced in line with taxies in Capital. For all the drivers, training sessions would be
conducted on how to use Careem technology, customer services, vehicle and road

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safety and best driving practices. Additional benefits would also be provided to all the
drivers in terms of support to apply for health and vehicle insurance, discounts on
groceries and fuel and personal finance training (Careem, 2019).
5.2 IMC objectives and strategies
The Key objective of the IMC plan for Careem is ‘to design an integrated marketing plan
to build the reputation of Careem as the preferred cab driving company hiring and
supporting women drivers in Saudi Arabia’. Some of the key objectives of the integrated
marketing plan are as follows:
Campaign 1

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Objective-
1. Increasing ‘awareness’ about the importance of working women among people of
Saudi Arabia
2. How Careem could provide resources and opportunities to the women
community to start working
In the country, there are still restrictions for women for doing jobs, and they cannot take
major decisions without male permissions. In such a condition, it is very important to
create awareness among people in the country that women can help them financially by
driving cars. This campaign would focus on increasing the knowledge of people about
the importance of working women in the society.
Specific communication objective-
By this campaign, specific communication objective is to increase awareness by 50%
among target people within a year. The company would use FaceBook and Twitter for
the promotions of various services so, these platforms can also be used in creating
awareness about the importance of working women. In this manner, poster related to
‘women empowerment’ would be posted on Facebook and Twitter pages of the
company explaining the role and importance of independent and working women in the
society.
Campaign 2
Objective- Improving knowledge about the perks and benefits that Careem would offer
to female drivers
After increasing awareness about the importance of independent women in society, it is
very important to provide knowledge to the audience about the benefits for women.
Women in the driving profession would get ‘protection and respect' and ‘all-time
available' reputation. In addition to this, women would also get financial support from the
company in terms of in-ride insurance. The aim of this section is to convince people that

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the driving profession is beneficial for women as it includes financial assistance, safety
and future growth.
Specific communication objectives-
By this campaign, the specific communication objective is to improve the knowledge of
people about benefits for women in the driving profession and increase the number of
women driver in Careem by 30% within a year. In this manner, some of the behavioural
practices can be conducted by Careem to increase knowledge. Careem can weekly
meetings or small events for women so that they can share their experiences. By this,
women would get the opportunity to know each other and benefits which they are
getting in this profession. The meetings would also be helpful in spreading knowledge
about the policies made by the company in favour of women drivers.
Campaign 3
Objective-Measuring the likelihood of target audience about the profession of women
drivers in Careem
Assuming that Careem has achieved the required scale of knowledge and awareness,
this campaign would measure the likeness of the target audience in Saudi Arabia about
the profession of women drivers. The level of likeness would reveal how many people
are in support of this profession for women (Fifield, 2012).
Specific communication objectives-
 By this campaign, the company would measure the likeness of targeted people
regarding the driving profession of women. In this manner, the company would
create a comment system on the website and send emails to the targeted people
so that their negative ideas and viewpoints can be addressed.
 In addition to this, Careem would also communicate on a continuous basis to
reach emotionally to the targeted people and create a link between them and the
brand.

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 By knowing the viewpoints, Careem would promise the audience to provide
continuous support and security to women drivers by the emails.
5.3 Creative recommendations
The copy platform
Advertising objectives: To enhance the awareness about the importance of working
women in Saud Arabia, educate target people about the brand and benefits to women
drivers, and increase liking among the target people that will lead to the preference
Message Strategy
The message will include a slogan promoting women empowerment in the society, i.e.
‘Let them dream, let them step out’. In the country, women are not able to take major
decisions related to their career. They are still not getting equal rights and opportunities
in society. In Saudi Arabia, there are men dominated society and women are dependent
on men for the money (Lim, Machado and Iglesias, 2015). The objective of this
message is to spread awareness in the society that women should get equal
opportunities to choose their career. They should get the right to select their profession
and give their best in their career.
 Solving the Problem - The message will communicate the problems related to
women's growth and empowerment in the country and provide the solution to
deal with them. In society, there are some problems and challenges like meeting
the basic needs of the families, adding quality resources, improving social
advancement etc. Providing opportunities to women in various professions can
be an effective way to solve these problems. Currently, encouraging women to
develop their career is beneficial for an overall family. Careem ensures fair and
equal compensation and benefits to women drivers so that they can grow their
career in a better way (Pavlou & Stewart, 2015).

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 Key Benefits- In Saudi Arabia, women never thought for doing jobs, and always
been dependent on men for the money. Key benefits of choosing driving
profession are that women will be economic free as they would be able to earn
money and fulfil their social and psychological needs. In addition to this, they can
now meet new people and visit new places ‘independently'. Women will get full
security while driving cars. In case of any problem, women can click on the alarm
button given on the mobile application, and their request will be on priority. They
will also get roadside assistance on an immediate basis in case of any problem in
the vehicle. Further, they will get benefits in monetary terms, i.e. in-ride insurance
during the ride. They will get $20,000 to cover expenses in case of death and
serious injury during a Careem ride. Basically, women will get physical as well as
psychological benefits because they will get flexibility and security in their work.
Key benefits for women in car driving are flexibility and ability to be own boss.
Along with working as a car driver, they can manage their workload around the
family and other commitments.
Message appeals
With the slogan ‘Let them dream, let them step out', the message will try to improve the
interest and influence the feelings of targeted people. The message will connect people
with the convenience factor, i.e. driving profession will provide convenience to women to
manage the family and earn money also. Due to the responsibilities and commitments
of the family, women are not able to work outside. The message will try to appeal the
targeted people that the driving profession is convenient to women as they do not need
to give their complete time in their job (Peñaloza, Toulouse, & Visconti, 2013). The
message appeal will relate to the social and psychological needs of people in Saudi
Arabia as they will get economic benefits if women are working as a cab driver.
Reputation and respect is the social need of women and their families which are fulfilled

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by Careem. So, the message appeal will be helpful for the company to increase the
number of women drivers.
The rationale for creative recommendations
In the message, the detail of the message objectives and strategy are included so that
the awareness and knowledge about the driving profession for women can be
increased. In order to achieve the objectives, the creative recommendation will follow an
elegant and clean theme. In order to provide a specific message to the targeted
audience, the storyboard will be used which will include slogan, images and designs. An
informational appeal is used in the message so that the target people can understand
the role and importance of independent women for the development of the nation
(Martínez, 2012). The slogan ‘Let them dream, let them step out’ is given to promote
women empowerment in Saudi Arabia so that women in the country can identify their
capabilities and come forward to fulfil their dreams. The aim of the given message
strategy is to make people aware of the positive facts of the driving profession for
women.
5.4 Media recommendations
In order to spread the message, it is important for Careem to identify some effective
media channels. It is observed that around 15.9K and 4 million people are active on
Twitter and Facebook page of the company. Both social media channels are the biggest
and powerful platforms all over the world. By uploading the storyboard on these
channels, the company will be able to educate people about the significance of working
women for the society and nation. Some of effective media channels for providing the
message are recommended below:
1. Magazines
In current time, magazines are considered as a segmented and trendy way to target a
specific audience. In addition to this, magazines are also effective in providing relevant