118 prasad naik-kinglong bus service

8/3/2019 118 Prasad Naik-Kinglong Bus Service

http://slidepdf.com/reader/full/118-prasad-naik-kinglong-bus-service 1/20

MarketingB.E.S.T

King Long Bus

Service

Prasad Naik

E MBA ² B

Roll No: 118



Introduction

King long AC bus is a Volvo type buses with fully air conditioned which has nice air suspension.

Features1. Runs on CNG with an average of 2.7 km/kg ± LessPollution

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 .

WantComfortable Travel

DemandTravel at a cheap cost in a convenient mode of transport



Value and SatisfactionValue 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.

PsychographicLifestyle : People who live a comfortable lifestyle will be

catered



Targeting

1st strategy will be to target ³Undifferentiated market´

as we will like to cater the demands of various types of

customers.

2nd strategy will be to target ³ 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 onebuy)Whenever one wants to travel from one to another, this

service is used

6.Outlets of Purchase ( Where does onebuy)

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



Strengths

Easy Accessibility

Weaknesses

Product Design

Opportunities Threats

Railways and other

modes of transport

SWOT ANALYSIS

Growing Population

Higher Disposable Income



4 P¶s 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.

The basic fare for King long bus will be Rs. 15

Basic Fare of public transport

Particulars Amount in Rs

Rickshaw 11Taxi 16

Train 4

Bus 4



4 P¶s of MARKETING

Place : -

The service will be first availed in the Metros with

Mumbai being the 1st market to be tested.

PromotionDifferent gimmicks and promotion strategies will be

played to reach the consumer.



4 P¶s of MARKETING

In addition to the 4 P¶s, since it is a service the additional

3 P¶s 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.

³Feel 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 Price9 Price ± ± Quality StrategiesQuality Strategies

HIGH MEDIUM LOW

H I G H

M E D I U M

L O W

PRICE

Q

U

AL

I

T

Y

King long

Bus service

in the

launch

King long Bus

service for

esteemed

customers

King long Bus

service in the

maturity level



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

118 prasad naik-kinglong bus service

Documents