Identifying the Target audience:

Target Audiences: All NSU students (Undergraduate & Graduate)

Demographics: Throughout the Dhaka City. Except intercity.

Gender: Male & Female Students.

Profession: Undergraduate students and graduate students including all profession.

Psychographics:

Conformity: According to research, young students are the most energetic and values time.
Conformance will create a great impact in that case for The Student and Youth Discount Program (SYDP).

Economical: The Student and Youth Discount Program (SYDP) offers a reasonable price for daily
commute to the NSU students. The students will be able to sit in a AC transport hassle free with a
reasonable ticket price comparing to the other private transports. The experience will give a sense of
economical profit and safety regarding the use of the transport.

Campaign Objective
The Student and Youth Discount Program (SYDP) is a shuttle initiative applicable for NSU students which
was never seen before. As the classes start from 8 am and ends at 10pm everyday there is a huge
demand for university transport because the students come from different corners of Dhaka and 60%
students don’t have any personal transport. So, the campaign objectives are broken down into few
categories which are described below.

Awareness: In this introductory phase, the prime task is to introduce students that The Student and
Youth Discount Program (SYDP) is here to serve the most awaiting transport services. SYDP at
introduction phase shows enthusiasm. Letting the customers know about its services, types, why it is
better and safe than other private vehicles.

Making people familiar with their service: As the demand is already in the market, achieving this
objective would be easier for The Student and Youth Discount Program (SYDP).

Establishing brand image: It is very important for any product or service to create brand image from
the introductory phase of product lifecycle. The Student and Youth Discount Program (SYDP)
management will try hard to place the brand in consumer mind in such a way that whenever they are
thinking to visit NSU, the first option pops up in their mind has to be SYDP. Here building the loyalty and
reliability with the outstanding service & timings will be a great challenge.

Major Characteristics of campaign objective: Main goal of this launching campaign is to reach the mass
NSU students with the message of reliable service, safety and affordability of SYDP. Reliable and
affordable service will attract people because there are very few competitors in the market but having
service lacking in this sector.
Intended positioning: SYDP is choosing cost leadership, market leadership and service level positioning.
Where one of the main competitors like “Shuttle” is offering very few limited transports with high price
and poor service, SYDP will provide budget friendly service to the students with large number of
transports and wide range of timings.

SYDP at introductory phase