1 / 66

Chapter 6

Chapter 6. Transport Marketing. Roadways - BEST Railways Airlines. Overview. Introduction to each Industry Marketing Mix (8 P’s) of each mode Product (Product levels & Service Flower) Price Place (Channels of Distribution) Promotion

majed
Télécharger la présentation

Chapter 6

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Chapter 6 Transport Marketing • Roadways - BEST • Railways • Airlines

  2. Overview • Introduction to each Industry • Marketing Mix (8 P’s) of each mode • Product (Product levels & Service Flower) • Price • Place (Channels of Distribution) • Promotion • People (Employees & Customers i.e. market segmentation) • Physical Evidence • Process (Service Blueprint) • Productivity & Quality (Service Quality Dimensions / RATER Analysis)

  3. Overview • For every Mode of Transport: • SWOT Analysis • PEST Analysis • Recent Developments • University Questions

  4. Introduction to Transport • Importance of (Road) Transport [Univ Q – May 05 & Nov 07 (5 marks)] • Employment generation • Growth of industries • Aids production • Boosts consumption • Helps in distribution • Regional specialization • Promotes agriculture • Utilization of land

  5. THE ROADWAYS

  6. Introduction to Roadways • India has more than 3 million km of road network, making it one of the largest in the world. • However, the quality of the roads is inadequateand cannot meet the needs of efficient and fastmoving transportation. • National Highways whichare the prime arterial routes span about 58,112km throughout the country and cater to about45 per cent of the total road transport demand. • Mumbai BEST Service is the oldest bus transportation corporation in India. Established in 1873, the enterprise is a public undertaking operating under Brihan Mumbai Municipal Corporation.

  7. Marketing Mix of Roadways

  8. Product • Product Mix • Compressed Natural Gas Bus • Single Deck Bus (Vestibule Bus): introduced for economical bus operation and to carry more passengers particularly in peak hours. • A/C Luxury Bus  • Low Floor Buses:for the welfare of physically handicapped • Automatic Transmission Buses: introduced to reduce the driver’s fatigue.

  9. Product Levels Product

  10. Service Flower Safe- Keeping Consultancy Product Payment CORE: Transport Hospitality Information Safety Elements Infrastructure Elements Human Elements SUPPLEMENTARY SERVICES

  11. Price • BEST follows the cost based pricing model Direct Costs + Indirect Charges + Profit = Price • Concessions to: • Freedom Fighters • Military Men • Students • Handicapped • Blind Travellers

  12. Price • Price List

  13. Place - Channels of distribution • BEST Bus • Bus Depots • Ticket issuing offices • Bus Stops all over the city (every 500 –900 m)

  14. Promotion • No Structured Marketing Campaign • Includes the following: • Smart card • Vodafone drop boxes • Vodafone PCOs • LCD screens • Advertising on Handles • Advertising on BEST buses • Bus Stops, Shelter, Poles • Service Promotion through www.bestundertaking.com

  15. People

  16. People • BEST bus comprises of a conductor, Driver and inspector. • Bus conductor • A bus conductor works in the passenger section of a bus or tram - single or double-decker - collecting fares, issuing tickets and answering queries about routes, fares and timetables. • Helps passengers on and off buses and ensures that everyone remains seated safely • Checks season tickets and concessionary passes, ensuring they are valid • On request, warns passengers when their stop comes up • Answers queries about routes, timetables and fares • Bus ticket checker • A bus ticket checker is usually a promoted post within the company, adjusting timetables, dealing with complaints and perhaps checking tickets. • Plans and adjusts routes and timetables

  17. Market Segmentation(External Customers)

  18. Physical Evidence • The Bus Stop • Bus Depot • Bus Stop • Uniforms of conductors, drivers and TTE

  19. Arrive at Bus Stop Get into the Bus Have a Seat Pay for the Tickets Receive Tickets Get Down atDestination Line of interaction Receive the Payment Remove Tickets Punch the Tickets Give the Tickets Line of visibility Record it in a Record Sheet Line of internal interaction Collect the Tickets from the Depot Report it at the Depot Process (Service Blueprint)

  20. Productivity & Quality(Service Quality Dimensions/RATER Analysis) Customer satisfaction, time & safety Timely services & security Seats, windows, lights etc…. Providing help during calamities or breakdown Rail & bus spacing, conductors etc…

  21. THE INDIAN RAILWAYS

  22. Introduction to the Indian Railways • The largest railway in Asia • The fourth most heavily used system in the world • Carries 14 million passengers a day • Track route length more than 65,000 kilometers • 2,07,719 units of freight cars • 45,350 passenger cars • 6909 stations • 14,06,400 staff. • It operates 8984 passenger trains everyday

  23. Marketing Mix of Railways

  24. Product • Product Mix • Passenger Traffic: • Coaches • (Seating, berths, leg room, elbow room, double decks) • Reservation • Lighting • Catering • Water • Sanitation • Bed rolls • Medical aid • Services at the railway stations

  25. Product • Product Mix • Freight Traffic: (agricultural and industrial activities) • Types of wagons- BOX, BOY, BCA, TANK, BCX • Domestic Container Service • Freight Forwarder scheme • Quick Transit Scheme • Speed Link Express Trains • Mail Traffic (Railway Mail Services) On time services, quicker delivery, professionalism in management, wider coverage in remote areas

  26. Price • Concessions • Orthopedically Handicapped • War Widows. - Travelling for any purpose • Students • Senior citizens • However in case of special and luxury trains, the charges are very high.

  27. Product Levels Product

  28. Service Flower Cafeteria Waiting area Coupon Booklets Product Online Booking CORE: TRANSPORTATION Metal Detectors Teleservices Vendor Machines CCTV’S SUPPLEMENTARY SERVICES

  29. Price • 5 principles of pricing • Cost of service principle: charges based on the actual costs incurred on the services • Value of service principle: fixation of rates on the value of service • Principle of differential charging: Allow different charges on different commodities for same distance • Equal mileage rate principle: flat rate principle in which the rate per km. Decreases as kilometre increases • Zonal charging: Division of area into several zones and discourages short hauls and encourages longer ones • The suitability of a particular principle depends upon the prevailing conditions vis-à-vis emerging trends.

  30. Place - Channels of distribution • Distribution of services to many remote areas • Online Facilities: • Passenger’s Current Status Enquiry • Fare Enquiry • Reservations • Train Between Important Stations • Upgraded Passenger Scheme/Chart • Weekly Availability at Stations • Tatkal Scheme

  31. Place - Channels of distribution • 62,000 kilometres of track length • 6896 Passenger Stations • Freight Terminals • Corporate/Regional/Divisional Headquarters • Centralized Railway Reservations Offices • Travel Agents • Freight Forwarders’ Offices And Terminals

  32. Promotion • Does Not Undertake Aggressive Promotion • Promotion Of Its Luxury Trains • Advertising New Services Through Internet, their Website – www.indianrailways.gov.in • Advertising Holiday Special Trains • Promotion Strategies • Proliferation Of Ticketing Facility • Up gradation Scheme • Scheme of frequent travellers (SOFT) • Tourists Tickets

  33. People

  34. People • Driver, motorman, guard, RAILWAY engineer, stationmaster, RAILWAY police should be efficient and accurate as safety of passenger depend upon them. • Employee at reservation counter, employee at station, and ticket checker should talk politely and with empathy • Catering people should also prepare healthy and tasty food.

  35. Market Segmentation(External Customers)

  36. Physical Evidence

  37. Process (Service Blueprint) • Suburban Railways • Long Distance Travelling

  38. Productivity & Quality(Service Quality Dimensions/RATER Analysis) Customer satisfaction, time & safety Timely services & security Seats, windows, lights etc…. Providing help during calamities or breakdown Rail & bus spacing, conductors etc…

  39. THE AIRLINES INDUSTRY

  40. Introduction to the Airline Industry • Indian Aviation Industry - is one of the fastest growing aviation industries in the world. • With the liberalization of the Indian aviation sector, this industry has undergone a rapid transformation. • From being primarily a government-owned industry, today it is dominated by privately owned full service airlines and low cost carriers. • Some of the Major players are: • Indian Airlines & Air India • Jet Airways & JetLite • Kingfisher & Air Deccan • IndiGo • SpiceJet

  41. Marketing Mix of AirlinesIndustry

  42. Passenger service- National International Goods service National international Air Service Mix Product Mix Mail service National International Social service National International Air Services Mix

  43. Product PRODUCT MIX On Ground Services In-Flight services Special Services • Class of Service • Convenience & Safety • Magazines • Check-in Options • Baggage Information • Coach Services • Infant and Child Care • Wheel Chair Assistance • Expectant Mothers

  44. Product • Product Levels

  45. Service Flower Game Palour Multi – cuisine Product Gifts CORE: TRANSPORT In-flight Shopping In-flight Entertainment Medical Infant & Childcare Lounge SUPPLEMENTARY SERVICES

  46. Price • Depends on the positioning of the airline i.e. a premiere airways like Jet Airways or a low cost airways like SpiceJet • Tariffs are decided on the type of the sector i.e. geographic location of destinations • Even flight departure timings affect the pricing. • Flights at convenient timings are charged higher • Lower prices for Apex i.e. advance bookings • Average tickets range Rs 7000 for economy class and Rs 15000 for business class

  47. Price • Pricing Strategies • Premium Pricing: set prices above the market price either to reflect the image of quality or the unique status of the product. • Value for Money Pricing:charge the average price for the product and emphasize that it represents excellent value for money at this price. • Cheap Value Pricing:The objective here is to undercut the competition and price is used to trigger the purchase immediately. • Differential pricing: The First Class, The Executive or Business Class and The Economy Class. • Fares & facilities differ with each class • Seasonal fares are also fixed, fares rise during the peak holiday times. • Low-cost Pricing: very low prices for the flight tickets

  48. Place - Channels of distribution

  49. Promotion • Advertising • Publicity • Sales promotion • Brand Mascot • Eg. Air India

  50. People

More Related