DIGITAL MARKETING

PROJECT
COMPANY:PATARI

CLASS: MBA 36 D (E)

SUBMITTED TO: Ma’aM ayesha

GROUP MEMBERS: Muhammad Owais

Uzairfaridi
 Contents
BRIEFHISTORY .......................................................................................................................... 5
Introduction ............................................................................................................................... 5
Founding Team.......................................................................................................................... 5
Overview &Profile..................................................................................................................... 5
Heritage…………………………………………………………………………………………5
BUSINESSMODEL ...................................................................................................................... 6
DIGITALMARKETINGSTRATEGY ........................................................................................ 7
AWARDS AND DISTINCTIONS………………………………………………………………8
CSR ACTIVITIES……………………………………………………………………………….8
UP-COMING PROJECTS……………………………………………………………………….8
THE ON-GOING SUCCESS…………………………………………………………………….9
MARKETING SEGMENATION STRATEGIES………………………………………………10
Geographic Segmentaion…………………………………………………………………………10
Demographic Segmentatipo………………………………………………………………………10
Physchographic Segmentation……………………………………………………………………11
Behavioural Segmentation………………………………………………………………………..12
RECOMMENDATIONS ............................................................................................................. 13
REFERENCES ............................................................................................................................ 22
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 BRIEF HISTORY

Introduction
Patari, an online music streaming platform dedicated to Pakistani music content only, is the first ever legal
online music streaming platform of Pakistan available on web, Android and IOS, which is not only promoting
local Pakistani music but also providing opportunities to Pakistani artists to make money.

Initially it was planned to create an online Pakistani drama portal like Hulu but things didn’t work as
planned. This failure gave a new direction to founders to focus on music and after research they found:
 No website/ company has properly tagged and categorized collection of Pakistani music.
 No local platform for artists/ musicians to promote themselves.
 No local music discovery service.

This space for an online audio music platform in Pakistani market was discovered as an opportunity and a
website and mobile apps were launched under the name of Patari. Initially it was incubated at Lahore based
Plan 9 but later on it attracted several investors successfully and transformed into an independent digital
entity.

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The Founding Team

 Khalid Bajwa —Chief Executive Officer (CEO)

 Humayun Haroon —Chief Financial Officer (CFO)
 Iqbal Talaat — Chief Technology Officer (CTO)

What makes it Unique?

The first thing which makes it unique is its name “Patari” which basically means a “treasure chest”, and it is
also the box of a snake charmer in which he keeps his snakes. We can describe Patari as “a treasure chest that
holds something very important to us – Pakistani Music.”

The other thing which makes Patari to unique is its content is it musical, artworks or subtle comic textual
content. The musical content is the heart and soul of Patari, which is mainly divided into six categories:
Genres, Top charts, Moods, Regional, Audio books/poetry and Podcasts. Site or app user can explore various
playlists compilations and recommendations like Top charts, new releases, best of, haftanama, throwback,
and Patari originals, find songs from all genres, both popular and marginalized, in one place.

Humoristic use of Roman Urdu also differentiates it, the way they use words make content more Desi and make
users curious in some cases to check what’s in it. For Roman Urdu people write in a variety of ways and use
variety of spellings, for this Patari is using cutting edge algorithms and a phonetic system that matches word
sounds and calculates distance of error to yield accurate results.

Patari artwork theme is influenced by ‘The Oatmeal’ with a Desi twist, people really like and appreciate the
way they think and their attention to detail. Its artwork are always well crafted and have the brand identity
embodied in them.

In our viewpoint the biggest thing Patari doing is digitizing Pakistani music that has never made it to the
Internet before.

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 BUSINESS MODEL
A business model is a strategy that a company uses to generate revenue from its product or service offering
BUT when it comes to cool ventures such as Patari, money is as important as the idea itself. Patari is currently
at a stage where it is being funded by the team itself and all the co-founders pooled in money. An initiative by
the Punjab Government known as Plan9, which is an incubator for business start-ups and provides funding,
office space and mentor networks, has been instrumental for Patari's development.

However; the founders have a three-pronged monetization strategy:

1. The first is strategy includes incorporation of audio advertisements on the website after every three to
four songs.

2. The second choice is Premium subscriptions. The idea is to pay a little money to save songs offline, get
rid of ads and have access to music in higher quality. It would entail the user paying a small amount of
money to be able to stream Patari without any data charges (Free 4G/3G for Patari), ability to download
songs and listen to it ad-free.

3. The third strategy is Sponsored playlists which means to get companies for sponsor playlists. For
example, a coffee brand can sponsor a good morning playlist etc.

Their monetization strategy for artists is quite simple. Artists get 30 percent of the cut from the revenue as a
royalty. It seems like a very generous deal as Spotify pays pennies each time a person streams a song.

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 MARKETING SEGMENTATION
Geographic Segmentation:

 Region:Asia
 Country:Pakistan
 Cities: Reach outMaximum

Demographic Segmentation:

 Age: All AgeGroup

 Gender: Male &Female
 Income: All IncomeGroups
 Occupation: EverySector
 Religion: Irrespective of Religion

Psychographic Segmentation:

 Social Class: All Classes

 Lifestyle: Urban,Rural

Behavioral Segmentation:

 Benefits: Quality, Low Price

 Loyalty Status:Strong

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 DIGITAL MARKETING STRATEGY
Patari launched its beta service in April of 2015 via a guerrilla marketing campaign that quickly went viral.
In September of the same year, the platform went live, rolling out mobile apps for IOS and Android in
addition to its website. The spread of information’s was only based on word of mouth. The founding team
made sure they reach out to every user and give the brand a quirky and fun personality. The grand
advertising spending was zero. PATARI had not paid for a single ad it was just given to few friends of
founders and were asked to share screenshots and before they knew it, it was everywhere. Initially Patari
team forecasted for around 500 users in the first three months of beta launch, and gave themselves six to
eight months for a public launch they had no expectations of the website going viral in just a few days.
They claim to have sent out invitations for 20,000 people to access the site and several thousand more remain
in the waitlist within few weeks of its beta version launch. Average time spent on the site was 25 minutes per
session, and the team had uploaded over 40,000 songs before it went live.

Going forward, however, Patari’s plan is to get into forging strategic partnerships with certain corporate
and media entities which will help PATARI to reach a wider audience.

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Website Analysis

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 AWARDS AND SUCCESS STORIES
Patari has won the millionth award in India; the Pakistan’s Startup Cup and was placed second in the World
Startup Cup and it has successfully raised US$ 200,000 of seed stage funding from Sarmayacar. The service
also won over the artist community after announcing Rs. 1.25 million in royalty payouts.

Patari TABEER
Tabeeris a project that picked six voices from across Pakistan and added hip-hop into the mix. The story got
started when turns out Chief Operating Officer of PATARI Mr.Ahmer Naqvi (Director Content) was
approached by a sweeper at his Islamabad flat to hear his songs, in hopes of getting sponsored to record his
music. In an interview Bajwa says, “When we decided to bring in these artists, the most important thing was
that they shouldn’t be exploited. This wasn’t just about Patari; it was about their journey.”

The playlist for Patari Tabeer’s five tracks released so far comes with a proud description, “Patari Tabeer is
the culmination of six dreams. PATARI bought together voices from those areas of Pakistan that the
mainstream forgets about, and paired them with top producers to make six amazing songs. They include a
sweeper from Islamabad, a rapper from Lyari, a peon from Sukkur, a tea-seller from Sibbi, a young girl from
Peshawar and nomadic singers from inner Sindh.”

With a lot of interest generated for Patari Tabeer, like the best in the music streaming business (Spotify,
Saavn or Tidal), Patari would hopefully be on to conceiving their next project highlighting the margins of
Pakistani music.

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Patari ASLI’S
Patari Aslis is a platform and the mandate is to release one original song with a music video to go with it
every two/three weeks for one full year. The purpose is to create a scenario where more people are willing to
put their music out there and ideally bigger artists also come onboard. The sheer variety that exists in music
is something we’re trying to capture through Aslis.

Artists have the flexibility of exploring different genres. Patari has content that is complete and ready to
feature on Aslis for several upcoming weeks. The streaming platform is also in talks with several big artists.
Artists know that there’s a platform that can provide them with greater leverage and so that’s appealing to
young artists and for major artists there’s an opportunity to do something that they want to do. The idea is to
encourage artists, especially major artists, to do something different rather than do something crowd pleasing.
While music/songs will continue to release with the hope that Aslis inspires and encourages major artists to
explore and expand their musical identity in any way they chooses.

Patari FANOOS
Patari Fanoos is a musical journey, starting from The Bulbulik Music School in the mountains of Gilgit and
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featuring other big names such as Mai Dhai and Akhtar Channal to name a few. The series in total
highlighted six sets of artists.

UP-COMING PROJECTS
Patari also has at least two other upcoming projects in the pipeline as well.

KHAYAL:
Khayal is an exploration of the links between religion, spirituality and music. The music is recorded by
Farhan Zameer while the visuals have been handled by Jami. It’s about music in its purest, rawest form that
you can find. This is music that is passed from generation to generation. So Khayal is music that lives in the
streets, the mountains and the villages. The idea is that there is a strong connection between spirituality,
religion and music A project like Khayal, particularly in these divisive times, holds immense value. The need
for inter-faith harmony will be one by-product of Khayal.

CHINGARI :
Chingari (created in collaboration with Red Bull) pairs legendary folk artists with electronic producers such
as Talal Qureshi. The idea is to make good music you can dance to but also the kind those appeals to the rest
of your population and to make music that can be played at urban parties and gatherings and in cars but also
by the masses, in streets. Chingari is the spark of collaboration.”

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 THE ONGOING SUCCESS
The year is not over and Patari has a lot more in store, beginning with the return of Patari Aslis volume II.
While the first volume, released as an EP, featured six “of the most talented and exciting young musical acts
in Pakistan” such as The Tamashbeens, Abdullah Qureshi, Shajie, Sikandar KaMandar, Mehdi Maloof and
Hawaii Jahaz (SameenQasim and Misbauhddin), the second volume contains music videos as well as new
songs. And this is where our story begins.
The ultimate goal of PATARIis to ensure that every two to three weeks a new song must come out. The idea
is to also break out of working with just indie acts and mix it up with familiar, more mainstream names,.
The first single/video from Lyari Underground is releasing soon as part of Aslis while other artists to feature
in the second run include AbidBrohi, Sikandar Nawaz and RutabaYaqub (lead vocalist of music group Roots
doing a solo track written prior to Pepsi Battle of the Bands).
It’s important to note here that of the four songs are ready for release; at least two are artists who also
featured on Tabeer, which means that the start-up is keeping up the commitment it made when it introduced
the project in the beginning of 2017.

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 WEBSITE GRADING RESULTS

 Page Size :
When it comes to website pages, size matters. The smaller the file size of a page, the faster it will load for
anyone who requests it. Page size also called page weight refers to the overall size of a particular Web page.
A page size includes all of the files that are used to create the web page: the HTML document, any included
images, style sheets, scripts, and other media. Patari page weight is 1.8 MB which is quiet good as it
doesn’t take too much time in loading.

 Page Requests :
Each time someone visits a webpage, here's what typically happens: That person's web browser (Chrome,
Firefox, etc.) pings the web server that hosts the webpage they're trying to visit -- in this case, a webpage on
your website. It requests that the server send it the files containing the content for that site. These files
contain any text, images, and multimedia that exist on that webpage.That request is called an HTTP request.
The count of Patari’s page count is 109 which are on higher side showing that more and more visitors are
coming to visit the website.

 Page Speed :
Page speed is a measurement of how fast the content on your page loads. There are some great resources for
analyzing your site’s speed. Google’s Page Speed Insights, Website Grader, and GT Metrix are the most
popular. Both services will analyze your site and tell you where you’re falling behind. The page speed of
PATARI is 4.2 Sec which is not at the best side as Best-in-class web pages should load within 3 seconds.
Patari Might try speeding things up a bit.

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 Browser Caching:

A browser looks, finds, and presents to us websites and/or other pieces of information we look for via
URL.A browser’s cache is its appliance or instrument through which it saves data, such as images and
HTML, needed to see a website. The intent behind saving such data is to help with bandwidth.Patari web
caching is world class.

 Page Redirects :

Page redirects add an additional loading cycle, increasing the time to display the page . A 301 permanent
redirect is better for search engine optimization than a temporary redirect because it transfers the inbound
links from the redirected domain to the new one, which helps the website maintain its search ra nkings and
prevent any traffic. Patari website has no page redirects which enable it to open and close easily.

 Mobile Traffic :
Traffic from mobile devices on Patari shows a measure of 30/30 on index which shows it is growing fast.

 Search Engine Optimization (SEO):

SEO makes sure the website is easy for users to discover and easy for search bots to understand with better
page titles, headings, and meta descriptions. The SEO result for PATARI is 25/30.

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 Page Titles :
Page titles should be no longer than 70 characters in length and not repeat keywords. Patari has splendid page
titles.

 Meta Descriptions :
The meta description is a 160 character snippet, a tag in HTML that summarizes a page's content. Meta
descriptions should be no longer than 160 characters in length and should be relevant to the page.

 Headings :
Heading tags distinguish headings from core page content. Patari has less headings which should be increased in
order to facilitate the users.

 Site Map:
Site maps help users navigate your site quickly and easily. Patari has mentioned its site map on the web
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 .

ENDOWMENT

We don’t what is the current collection of songs Patari hosts but at the time when it went pubic it had a
collection of 600 artists and 40,000 songs. By Pakistani standards, the music startup has enjoyed tremendous
success since its beta version launch and live version filtered out. The founder’sinitially worked for 500 users
for Beta version but claims to have sent out invitations for 20,000 people to access the site and several
thousand more remain in the waitlist within few weeks. Average time spent on the site was 25 minutes per
session, and the team has uploaded over 40,000 songs so far on the portal. While it is currently free-to-use,
the founders have a monetization strategy that they are feverishly working towards. The incredible response
has forced PATARI owners to significantly alter the timeline.

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