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SEGMENTATION --TFLB
Why 4 Modes of Transport ?

Arun MV Akhil Goyal

Contents
1. 2. 3. 4. 5. 6.
London City Transport Facilities Segmentation Criteria Perceptual Map Conclusion Reference

LONDON CITY

Biggest city in Britain and in Europe. Highest density of population -4,699/ Km2 Capital of England ----620 Miles2

First to have an underground railway--Tube London's population -7,518,000 (on the latest Census Day of April 2005)

POPULATION DISTRIBUTION

AVAILABLE TRANSPORT FACILITIES

BUS Tram

Tube

T.F.L.B
Train Taxi

Tube Connectivity
275 stations 12 lines 253 miles

Bus
700 routes, 7,000 buses 17,500 bus stops

Rail
Mainly connects cities, airport and provides international services Comfort level is higher owing to larger size Used for carrying Cargo

Tram
24 trams over a 28km network with 39 stops

Usage

1 billion/year Suburbs to London Distribution role around the city centre

6 m/weekday

27.7 m/year with the busiest day ever being 30 November 2010 when 119,000 people used the network Route dependent 4.00/ day

Cost

Route dependent (More expensive than Bus)

Route Dependent (Least expensive) 4.00/day

Route dependent (Most expensive)

Frequency of service Avg. Travel Duration

3-4 minutes; less frequent at night / weekends Quicker than bus or taxi

Available through out. reduced freq at night Depends upon road traffic

Depends on routes

15 min

Depends on distance

Point to Point travel

SEGMENTATION CRITERIA
G
Geographic
Tram:
Urban Short Distance

D
Demographic
Tram:
School Children Tourist attraction

P
Psychographic
Tram:
Lesser cost than Bus on selected routes

B
Behavioural
Tram:
Point to point No pollution No congestion

Bus:
Rural / Semi Urban

Bus:
School Children Sightseeing / City B

Bus:
Tourist attraction

Bus:
Frequent/Casual

Rail:
Intercity / Fast Inter State

Rail:
Comfort level

Rail:
Transport of Cargo

Rail:
Hard to get a seat

Tube:
Intra city / Fast

Tube:
Office goers

Tube:
Daily commuters Loyal

Tube:
Completely automated Congestion free

Region City Rural/ Urban

Income Age Travelers

Lifestyle Personality SEC

Benefits User status Attitude

SEGMENTATION
Tram Best, one every couple of minutes Transport Point To Point. Cheap, regular, safe and efficient way of getting around London. Shaky, longer waiting time. Journey times are dictated by other traffic. Worst Horrid, no seats, often cancelled, specially at late night. Used for commuting in and out of the city. Underground network of high speed trains. Londoners use to get in and out of the city for work. It is every few minutes, fast and reliable.

Bus

Rail

Tube

PERCEPTUAL MAP

CONCLUSION
Tram

Bus Bus

Perfect Service
Rail

Tube

REFERENCE
   TfL
    http://www.tfl.gov.uk/ http://www.tfl.gov.uk/assets/downloads/corporatetravel-in-london-report-3.pdf http://www.london.gov.uk/publication/mayorstransportstrategy http://www.woodlands-junior.kent.sch.uk/customs/questions/london/facts.htm

(statistical information) Mayors Transport Strategy

Wikipedia

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Arun MV Akhil Goyal