Re-branding Bangladesh Railway

Current Scenario
• Bangladesh Railway
– Number of trains per day
• 246 passenger trains • 48 freight trains

• In 2010
– 65.62 million commuters – 2.71 millions tons of freight – Deficit of BDT 5609.75 million

• Ticket prices unchanged for the last 20 years
Overview
Issue Identification

Target Market

Strategies

Promotion

Efficiency

Feasibility

What changes do the consumers want? • Survey findings – Service quality • Comfort .6% – Unique Experience Overview Issue Identification Target Market Strategies Promotion Efficiency Feasibility .7% • Less delay – 92.89.

Why re-brand? • Perceptual change – Bad image • Required new identity – Goes hand in hand with new enhanced services Overview Issue Identification Target Market Strategies Promotion Efficiency Feasibility .

The re-branding • Change in name and logo Overview Issue Identification Target Market Strategies Promotion Efficiency Feasibility .

• Target – maximize social welfare • Aim to serve the mass public Overview Issue Identification Target Market Strategies Promotion Efficiency Feasibility .Who are we serving? • Shobuj Bangla Railways is a government institution.

Who are we serving? • Market Segmentation – Upper Class – Middle Class – Lower Class Overview Issue Identification Target Market Strategies Promotion Efficiency Feasibility .

4 lakhs) – Middle Class (yearly income > 3.Who are we serving? • Target Market – Upper Class (yearly income > 8.6 lakhs) – Adult (age 18+) – Family orientation (married/unmarried) – People with negative image about the product Overview Issue Identification Target Market Strategies Promotion Efficiency Feasibility .

Required course of actions • Renovation – Repainting – Seats – Washrooms • Improvements – Food quality – Cleanliness Overview Issue Identification Target Market Strategies Promotion Efficiency Feasibility .

brochures and pamphlets of Shobuj Bangla Railways Overview Issue Identification Target Market Strategies Promotion Efficiency Feasibility .Required course of actions • Entertainment – TV Sets – Wi-fi • Affiliation with travel agencies – Maitree Express • Photos.

Promoting Shobuj Bangla Railways • Teaser newspaper Advertisements Overview Issue Identification Target Market Strategies Promotion Efficiency Feasibility .

.

signboards and roadblocks Overview Issue Identification Target Market Strategies Promotion Efficiency Feasibility .Promoting Shobuj Bangla Railways • Billboards.

.

.

Promoting Shobuj Bangla Railways • Television Commercial – Also shown on roadside big screens – Emphasizes on emotional attachment • Word of mouth Overview Issue Identification Target Market Strategies Promotion Efficiency Feasibility .

Television Commercial .

Promoting Shobuj Bangla Railways • Holiday packages – Universities • Temporary on-campus stall – Corporate Houses • Brochures • Pamphlets Overview Issue Identification Target Market Strategies Promotion Efficiency Feasibility .

website Informative newspaper ads. oncampus campaigns Teaser ads. informative newspaper ads. billboards. billboards Strategies Promotion Efficiency Feasibility Target Market .Promotion’s outcome Action Desire Interest Attention Overview Issue Identification Increase in consumers TVC.

Director General/Operation. Addl. Shahjahan. Rail Bhaban – Faster commute • Containers (Freight and passenger trains) – Double stacking – Courier service Overview Issue Identification Target Market Strategies Promotion Efficiency Feasibility .Increase in efficiency • New locomotives and wagons already in transit – Source: Md.

Increase in efficiency • Reducing time in “sick-line” – Reducing repair time between journeys – Reducing cleaning time between journeys. like Southwest Airlines Overview Issue Identification Target Market Strategies Promotion Efficiency Feasibility .

Overview Issue Identification Target Market Strategies Promotion Efficiency Feasibility .Is it worthwhile? • State Owned Enterprise • Profit is not the primary motive • Government will not increase ticket prices and has not been doing so for the past 20 years.

20 crore – – – – Repainting 5 crores Seats 9 crores Entertainment 4 crores Miscellaneous 2 crores Overview Issue Identification Target Market Strategies Promotion Efficiency Feasibility . 30 crore – – – – Television Commercials 10 crore Promotional campaigns 7 crore Bill Boards and newspaper advertisements 5 crore Holiday packages 8 crores • Renovation Cost approx.Is it worthwhile? • Promotional Cost approx.

Annual Revenue Year 1 24 crore Year 2 38 crore Year 3 60 crore Year 4 120 crore • Payback Period = 1 year 3 months 10 days Overview Issue Identification Target Market Strategies Promotion Efficiency Feasibility .

Takeaways • Bangladesh Railways rebranded as Shobuj Bangla Railways • Price increase not possible • Strategies – Renovation. word of mouth and Holiday packages • Steps to increase efficiency • Rebranding is feasible! . billboards. TVC. Entertainment and affiliation with travel agencies • Promotions – Newspaper ads. Improve services.