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Re-branding Bangladesh Rai

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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 Efficie

Overview Issue Identification Target Market Strategies Promotion Efficie

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What changes do the consumers w

Survey findings Service quality

Comfort - 89.7%

Less delay92.6%

Unique Experience

Overview Issue Identification Target Market Strategies Promotion Efficie

Overview Issue Identification Target Market Strategies Promotion Efficie

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Why re-brand?

Perceptual change Bad image

Required new identity Goes hand in hand with new enhanced se

Overview Issue Identification Target Market Strategies Promotion Efficie

Overview Issue Identification Strategies Promotion Efficie

Issue Identification

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The re-branding

Change in name and logo

Overview Issue Identification Target Market Strategies Promotion EfficieOverview Issue Identification Target Market Strategies Promotion EfficieIssue Identification

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Who are we serving?

Shobuj Bangla Railways is a governmeninstitution.

Targetmaximize social welfare

Aim to serve the mass public

Overview Issue Identification Target Market Strategies Promotion EfficieOverview Issue Identification Target Market Strategies Promotion Efficie

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Who are we serving?

Market Segmentation Upper Class

Middle Class

Lower Class

Overview Issue Identification Target Market Strategies Promotion EfficieOverview Issue Identification Target Market Strategies Promotion EfficieTarget Market

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Who are we serving?

Target Market Upper Class (yearly income > 8.4 lakhs)

Middle Class (yearly income > 3.6 lakhs)

Adult (age 18+) Family orientation (married/unmarried)

People with negative image about the pro

Overview Issue Identification Target Market Strategies Promotion EfficieOverview Issue Identification Target Market Strategies Promotion EfficieTarget Market

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Required course of action

Renovation

Repainting

Seats

Washrooms

Improvements Food quality

Cleanliness

Overview Issue Identification Target Market Strategies Promotion EfficieOverview Issue Identification Target Market Strategies Promotion Efficie

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Required course of action

Entertainment TV Sets

Wi-fi

Affiliation with travel agencies

Maitree Express

Photos, brochures and pamphlets

of Shobuj Bangla Railways

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Promoting Shobuj Bangla

Railways

Teaser newspaper Advertisements

Overview Issue Identification Target Market Strategies Promotion EfficieOverview Issue Identification Target Market Strategies Promotion EfficiePromotion

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Promoting Shobuj Bangla

Railways

Billboards, signboards and roadblocks

Overview Issue Identification Target Market Strategies Promotion EfficieOverview Issue Identification Target Market Strategies Promotion EfficiePromotion

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P i Sh b j B l

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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 EfficieOverview Issue Identification Target Market Strategies Promotion Efficie

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Television Commercial

P ti Sh b j B l

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Promoting Shobuj Bangla

Railways

Holiday packages Universities

Temporary on-campus stall

Corporate Houses

Brochures

Pamphlets

Overview Issue Identification Target Market Strategies Promotion EfficieOverview Issue Identification Target Market Strategies Promotion Efficie

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Promotions outcome

Overview Issue Identification Target Market Strategies Promotion EfficieOverview Issue Identification Target Market Strategies Promotion Efficie

Action

Desire

Interest

Attention Teaser ads, billboards

Informative newspap

campus campaigns

Increa

TVC, billboard

newspaper ad

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Increase in efficiency

New locomotives and wagons already in t Source: Md. Shahjahan, Addl. Director General/Operation, Rai

Faster commute

Containers (Freight and passenger trains)

Double stacking

Courier service

Overview Issue Identification Target Market Strategies Promotion EfficieOverview Issue Identification Target Market Strategies Promotion Efficie

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Increase in efficiency

Reducing time in sick-line Reducing repair time between journeys

Reducing cleaning time between journeys

Southwest Airlines

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Is it worthwhile?

State Owned Enterprise Profit is not the primary motive

Government will not increase ticket pri

has not been doing so for the past 20 y

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Is it worthwhile? Promotional Cost approx. 30 crore

Television Commercials 10 crore Promotional campaigns 7 crore

Bill Boards and newspaper advertisements 5 crore

Holiday packages 8 crores

Renovation Cost approx. 20 crore

Repainting 5 crores Seats 9 crores

Entertainment 4 crores

Miscellaneous 2 crores

Overview Issue Identification Target Market Strategies Promotion EfficieOverview Issue Identification Target Market Strategies Promotion Efficie

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Annual Revenue

Payback Period = 1 year 3 months 10 d

Year 1 Year 2 Year 3 Year 4

24 crore 38 crore 60 crore 120 crore

Overview Issue Identification Target Market Strategies Promotion Efficie

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Takeaways

Bangladesh Railways rebranded as Shobuj Bangla

Price increase not possible StrategiesRenovation, Improve services, Enterta

and affiliation with travel agencies

PromotionsNewspaper ads, billboards, TVC, womouth and Holiday packages

Steps to increase efficiency

Rebranding is feasible!

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