Marketing

B.E.S.T King Long Bus Service

Prasad Naik E MBA B Roll No: 118

Introduction
King long AC bus is a Volvo type buses with fully air conditioned which has nice air suspension. Features 1. Runs on CNG with an average of 2.7 km/kg Less Pollution 2. 47 cushioned seats - Comfort 3. Hydraulic Gear and ABS system for brakes - Safety 4. FM radio and a television Entertainment

Needs - Wants - Demand

Needs
To travel from one place to another.

Want
Comfortable Travel

Demand
Travel at a cheap cost in a convenient mode of transport

Value and Satisfaction

To provide safe, efficient, affordable and courteous passenger services at an economic fare.

Market Segmentation
Geographic
Mumbai followed by the other metros and then other parts of the country.

Demographic
Age Group : across all ages Income Group : Income group from 10,000 and above.

Psychographic
Lifestyle : People who live a comfortable lifestyle will be catered

Targeting
1st strategy will be to target Undifferentiated market as we will like to cater the demands of various types of customers. 2nd strategy will be to target Concentrated market as will have customized service for various section of the society.

Positioning
Less Cost, More Comfort.

Consumer Behavior
1.Objects of Purchasing ( What does market buy)
Service to reach from one place to another.

2.Objective of Purchasing (Why does one buys it)

To reach from one place to another

3.Organization of Purchasing ( Who buys it)

Consumer like the office goers, student and other people

Consumer Behavior
4.Operation of Purchasing Organization ( How does it buy)
Through Cash, Smart Card and Bus Pass

5.Occasion of Purchase ( When does one buy)

Whenever one wants to travel from one to another, this service is used

6.Outlets of Purchase ( Where does one buy) Bus stops, bus depot

Market Research
Objective : To understand the needs of the people while travelling. Target Audience : Office goers, students. Sample Size : 30 people Marketing Questionnaire.doc

SWOT ANALYSIS
Strengths
Easy Accessibility

Weaknesses
Product Design

Opportunities
Growing Population Higher Disposable Income

Threats
Railways and other modes of transport

4 Ps of MARKETING
Product : Service of using the King long bus

Price : The pricing will be low so even a common man can afford the travel in this bus.
Basic Fare of public transport Particulars Amount in Rs Rickshaw 11 Taxi 16 Train 4 Bus 4

The basic fare for King long bus will be

Rs. 15

4 Ps of MARKETING
Place : The service will be first availed in the Metros with Mumbai being the 1st market to be tested.

Promotion
Different gimmicks and promotion strategies will be played to reach the consumer.

4 Ps of MARKETING
In addition to the 4 Ps, since it is a service the additional 3 Ps are as follows

People : 1. Well trained and skilled drivers to have a peaceful journey. 2. Educated conductors will be recruited to guide people

Process : A simple, risk free journey

Physical Evidence : The service delivered to the customer when they take the journey

Advertising Plan
The various medium such as television, radio, internet etc. will be used to promote the product. Feel the comfort will be the tag line which would be used to attract the audience.

VALUE CHAIN ANALYSIS

Pricing & Growth Strategy

Pricing
The pricing method will be Value Pricing Method

Growth Strategy
Intensive Growth Strategy will be used

9 Price Quality Strategies

PRICE MEDIUM HIGH Q U A L I T Y King long Bus service for esteemed customers King long Bus service in the maturity level HIGH LOW King long Bus service in the launch

LOW

MEDIUM

Future Plans
Launch of customized bus service for corporate parks and colleges. Running advertisements in the bus. Having sections such as a book shop, vending machine in the bus Segregation of the people on the basis of income i.e. people in higher income group will be provided with premium service.

THANK YOU