Final proposal for research,branding and marketing of airport link bus shuttle bus service umtc-...

Proposal for

Executing Marketing Plan and Branding

For UMTC- Airport Link Bus Shuttle

Services

August , 2009

Value Based Consulting - Create, communicate and Deliver Value


Background

By objective UMTC (Urban Mass Transit Company ) is positioned as a "One Stop Multidisciplinary Shop" to provide concept to implementation solutions for all modes of Urban Transport systemsIt desires to undertake a comprehensive Market Research Study complemented with a well executed Branding and Marketing Plan for rollout against a successful Launch of a Airport link Bus Shuttle Service in NCR Region. The proposal is for introducing high quality Bus Services from Multiple Points in and around the city to the Delhi Airport. The services will be operational round the clock on all 7 days a week with 10-12 seat buses plying from various pick up points of the city at an approx 20 minute interval frequency .The bus services are proposed to start from 17pick up drop off points from Airport


Assignment Scope:

Study will comprise undertaking a Detailed and Comprehensive Quantitative and Qualitative Questionnaire based Market Research Survey

To gather Market Insights from segmented profile of respondents to guide the strategic market planning process

Analyze the comparative preferences of respondents and identify key benchmarking Attributes of the Bus Service desired

Based on findings develop a Brand Strategy for effective phased rollout of the Bus service

Develop and Implement the Marketing Plan with identified choice of Brand Elements

Design and Development of Creative Content for Electronic Media , Radio , Print , Flyers and Hoardings as desired

Assist in Publication and Distribution of Creative Content


Task 1:Gathering Market Insights Research Study Goals: Develop and design Comprehensive Questionnaire for

Respondents for easy Administration at Ticketing Counters ,Hotel Partners, Residents, Travel Agencies, Passengers On Board as well as Electronically

15-20 point questionnaire to elicit preferences of Passengers on Attributes desired in the airport Link Bus service

Total Sample size for Survey Analysis:200-250 Respondents chosen across Young , Middle and Elderly Age

groups Respondent Demographic Profile identified as Business

Travellers, Leisure Travellers, Family Groups, Foreigners Sample Survey Questionnaire will be submitted before Start of

Assignment for Approval Flying and Commuting Habits with Psychographic Data will also

be captured



Task 1:Gathering Market Insights – Approach and Methodology Survey execution at Airports at Peak and Lean Season

time Execute FGD along Bus Route planned in Family Groups

and Alliance Partners Capture Scored priority of key attributes desired in the

Bus service such as Comfort, Reliability, Accessibility, Convenience , Last mile Connectivity, Fare prices and Safety

Also identify potential barriers to use Bus Services Execute Survey through select Travel Portals and Print

as Poll Survey Questions as per Sampling Plan Also as part of the Survey Form in course of travel in

different Airlines executed by Cabin Crew Administer to Corporate HRD Heads for Employees



Task 1:Survey Construct Develop a one page questionnaire/survey composed of 10-15 key

questions with a couple of specific critical data sub-sections to collect data on potential consumers mode of travel to and fro airport and preferences of Attributes on this mode of Travel

These surveys will be administered in person to individual business travelers at Airports ,Ticketing Counters, Airline Offices, On Board Travelers, Corporate HRD Depts. and Resident Communities on proposed bus routes, with an approx equal collection of data from both directions of Airport transit travel.

The sampling of targeted consumers will include Demographic Profiles across segments of Young, Middle and Elderly Groups , Frequent Business Travelers, Leisure and Holiday Travelers

Survey question categories: 50% Business Travelers, 20% Family Groups ,20 % Individual Foreign Tourists, 10% Open ended Questions- Responder Opinion across Alliance Partners Travel Agencies and Hotel Residents

End Purpose is to garner Market Insights on key attributes desired in Bus Service which will form basis for Branding Strategy



Analysis of Findings Cross tabulate data and analyze Questionnaire responses Research and report findings of survey across Passengers, Corporate

Employees, Hotel residents, Cluster Resident Communities on Bus Route Lines

Develop a Comparative snapshot of Attributes desired in the Bus Service across Demographic segments

Identify perceptions of Service compared to existing Mode of travel to and fro Airport

Glean Brand Elements desired in the Bus Service Identify key desired Attributes of the Bus Service and barriers to use Present detailed Report with Cross Tabulated Data with Analysis of

Findings using Pivot Tables , Graphs and Charts Analyze and recommend the next course of action for developing

Branding Strategy


Task 2: Branding Strategy Relate Measured passenger expectations of Brand Elements through

Research Findings with a focused Branding Strategy Brainstorm and Identify possible choice of Name of Service, URl for

Micro Web Site, Tag Lines Design several options of Logo Design , Slogan, Jingles for FM Radio ,

Posters , Outdoor and Indoor Signage , Marketing Collaterals such Brochures, Flyers ,Banners etc. as desired by UMTC

Design Color Code Options for Buses , Code options for Furniture, Mobile Assets, Pick Up Points, Souvenirs, Staff Dress etc as desired

Crafting the key differentiation in Service provided and Benefits accrued and Position Brand accordingly

Leverage visibility through DTC buses and design visual content accordingly

Determine points of Visibility for Advertising and Promotional activity


Task 3: Marketing Plan Implement Marketing Plan based on Brand Strategy developed Design and develop detailed Marketing Plan for rollout across 18

months Identify key activities of Marketing Plan in terms at Strategic and

Tactical Levels Detail construct of Promotions, Merchandising, Fare Pricing,

Sales Channels, and Brand Positioning Detail pre and post Launch Market Communication content and

delivery through Print , Web Site or FM Radio or TV Channels Continually increase Brand Awareness and Create Brand

Campaign around it Build on Promotional and Marketing Campaign with Innovative

Creative's and Promotional Content


Task 3: Marketing Campaign Design Market Campaign around Brand Differentiation

and Brand Elements Identify key determinants of Demand for service and its

drivers Educate consumers through effective Advertising and

redefine Competitive position and Value proposition Create an effective Market Communication Mix Create innovation in Positioning of Brand Design market plan around Advertisements, Events, PR,

direct and personal communication mix


Task 4:Design of Brand Construct

Design and develop innovative promotional and advertisement content for all aspects of the marketing campaign

Design Print Ads, TVC, Audio Visuals,Brochures,Flyers, banners, Bus Schedules, Radio Spots, Jingles, Media kits,Presentaions, all Marketing Collaterals jointly decided upon and desired by UMTC

Sustain Consumer Interest and augment awareness through pinpoint and focused Market Communication

Design of Micro website and Web ticketing with ease of navigation and execution

Integrate Web Ticketing to Last Mile Connectivity with Radio Taxi availability at Pickup and drop points


Task 5:Production and Distribution

With the design of Communication media content as per approved Marketing Plan and Brand Construct assist in Production of same through Printing House, Film Producer, and other third party agencies

Assist in dissemination of Marketing Content and Visuals as per rollout plan and time schedules

Maintain strict Quality checks on output and timeliness of deliverables

Supervise production to ensure compliance and alignment with Marketing Objectives

Ensure synchronization of Production and distribution as guidelines of UMTC and Marketing Plan rollout schedules

Ensure Quality of production to best Industry standards


Task 5:Production Quality and Budget With the design of Communication media content as per approved

Marketing Plan and Brand Construct assist in Production of same through Printing House, Film Producer, and other third party agencies

Assist in dissemination of Marketing Content and Visuals as per rollout plan and time schedules

Maintain strict Quality checks on output and timeliness of deliverables Supervise production to ensure compliance and alignment with

Marketing Objectives Ensure synchronization of Production and distribution as guidelines of

UMTC and Marketing Plan rollout schedules Ensure Quality of production to best Industry standards and as per

Budget Assist UMTC in appropriate allocation of Budget towards Media Cost,

Cost of Production , Sales Channel promotion, events etc managed through Third Party Agencies


Task 6: Handholding and Support Close interaction with UMTC will always be

maintained to ensure Marketing Plan moves smoothly through Implementation over proposed 18 months

Assistance in selection of appropriate staff for Duties at Executive level will be provided

SOP( Service Operating Procedure) Manuals will also be prepared to ensure work guidelines are well understood

Develop HR manuals for staff handling courtesy and Concierge services or on Temp payroll


Task 6: Brand Strategy and HR Support

Close interaction with UMTC will always be maintained to ensure Marketing Plan moves smoothly through Implementation over proposed 18 months

Any Changes in Brand Strategy and Market rollout plan will be advised and corrections made as per customer perceptions and feedback

Assistance in selection of Appropriate Staff for Duties at Executive level will be provided

SOP( Service Operating Procedure) Manuals will also be prepared to ensure work guidelines are well understood

Develop HR manuals for staff handling courtesy and Concierge services or on Temp payroll


Task 7: Training Support

Execute Mystery Service Quality Audits to monitor Performance and Limit Escalation

Training of Staff assisting Travellers in Ticketing and On Board

Training of Staff on Board Buses- Etiquette and Courtesy Norms established

Execute Dip Stick Market Survey periodically for Alignment with Set Objectives

Submit recommendations for Improvements as desired for Expanded Fleet

Any Continual Improvement Programs to improve efficacy of services will also be provided


Credentials: Value Based Consulting is a leading and highly respected strategy

consulting firm which delivers Professional Excellence. It comprises an Alliance in Excellence of Professionals with rich Corporate Experience and Professional ethics

Alliance for Excellence partners are people of high integrity. We are dedicated to building client trust and satisfaction through the outcomes we mutually contract to deliver.

Key Team Profiles:

Tapas Kar is the Managing Partner in the Alliance for Excellence, overseeing Client Engagement and Services ,with excellent track record in fulfilment of client needs The ethos of the company is based on professional ethics and prompt fulfilment to client satisfaction.

He holds over 25 yrs of professional experience in Fortune 500 companies with Business and Operational Excellence as their managerial ethos .


Credentials: Team Profiles He has hands on Managerial experience in organizations in India and Abroad

which are reputed to be Brands in Business Excellence such as Caterpillar Inc , Tata Motors and Deloitte Haskins and Sells and has served as Principal Consultant in FICCI Quality Forum and Retail Consultant to CII

He holds expertise in driving the Brand Strategic Initiatives of organizations through comprehensive solutions geared to improving the Brand Salience and the Brand Imagery of your Products and Services.

He has also served in Managerial capacity in the Human Capital Advisory Services of the Top 4 Consulting and Advisory firm Deloitte Haskin and Sells and has undertaken assignments for reputed organizations in India and abroad with a team of professional consultants.

Mr. Rajan Chibhha Ex-Managing Director, KSA Technopak , Cuurently MD – Intrim Business

Associates. He has over 22 years experience as a line manager with TATAs (starting Eureka Forbes), running a JV with Infosys, teaching at University of Rhode Island USA, and consulting for A. F. Ferguson & Co.


Credentials: Team Profiles -2 He has authored the Delta Habit Factored Model for predicting Brand

success and also a book published by Penguin - Starting a Successful Business.

Ms. Rashmi Chandra Ex-Associate Director, KSA Technopak Rashmi focuses on strategy and consumer behaviour and has over 13 years Consulting and behavioural training experience. She has driven projects on

Supply Chain for ITC Food, Market Diagnostics for Tata Steel and Launch Of Mother Dairy in Mumbai

Ms Shilpi Seth- MBA – Marketing and Finance has 2 years in executing focussed Market Research and providing incisive analysis of findings to help formulate Branding and Marketing Strategies .

Ms Vimmi Chaudry-EMCEE and AN EX-DD/AIR ANNOUNCER WITH 3 YRS+ EXPERIENCE IN Event Management. She has trained at several levels and brings out the best in rendering effective Service at Corporate Level with Customer Experience Enhancement Training Programs


Credentials: Team Profiles - 3

K factor Communications Pvt Ltd. Mr Shivjeet Kullar – Founder and Creative Director With an experience of 20 years and Winner of 110 awards, both national

and international, Shivjeet Kullar set out to see if he could create an ad agency as well as ads. The result -Delhi’s talented people come together to work under the K-Factor banner. Talented individuals who have many years of experience in agencies like McCann, Lintas, JWT and O&M.

K factor is the only creative hot shop from Delhi which bagged a trophy in the recent ABBY Awards.

Arvind Bugga: Chief Strategist An IIT IIM product.With over 25 years of experience in all four zones in India, Arvind is the

man behind the successful ‘Master-ji’ TVC for Dabur Lal Dantmanjan - one of the longest running commercials in India.


Credentials: Team Profiles - 4

K factor Communications Pvt Ltd.

Shantomoy Ray: CEO With 12 years of experience in brand planning & client servicing across

major brands with agencies like Sobhagya and McCann,Shantomoy has been responsible for the successful launch of Ernst & Young Entrepreneur Of The Year Award in the country

Sameer : Sr. Art Director An expert in Graphics, Website Design–Development & Web Animation, he brings

experience in understanding of technology to the team Bappa : Art Director A product of the Academy of Fine Arts, Calcutta,he has worked for the Bihar AIDS Control

Society. Won an award in the Public Service category in a Times of India contest. K factor has an experienced set of talented people providing

very innovative creative's with turnover of approx Rs 5.0Crores


Credentials: Assignment Case Studies

Value Based Consulting Market & Brand Strategies- Assignments Executed ITC-Foods Divn( Sales and Distribution Channel Strategy ) , Ebony Retail Holdings ( Position

and Location Strategy ), Godrej ( Job Clarity Report ) DS Group ( Business Plan for North East ) JJ Valaya( Diagnostic and Restructuring ) Mother Dairy ( Launch Of Mother Dairy in Mumbai – Business Plan ) DSCL( Haryali –Sales and Distribution Strategy ) Tata Steel ( Retail Store Feasibility and Set up) Tata Wiron ( Diagnostic with Quantitative and Qualitative Research) El-Kay Furniture( Entry Strategy ) Washington Apples-Commission( Qualitative and Quantitative Study on Imported Apples),

Godrej( Diagnostics and Retail Strategy for Lifespace Hindustan Lever Network ( Consultant Attrition – Diagnostics) ICI( Differentiated Retail Strategy ) ,Reliance Retail ( Retail Strategy for Ahmedabad Stores

and several other assignments )


Credentials: K factor- Creative's

Sample

For More Details:www.kfactor.in

A Comprehensive elegant 4 CD portfolio Brochure with all creative's in Print, TVC , Av and other Marketing Collaterals designed can be submitted


Credentials: K factor- AWARDS

Soon after setting up in 2004, K Factor created waves by winning 7 nominations at the Delhi Ad Club Awards, of which it won a hat trick of awards.

The Bombay Ad Club Awards – Several in Print ,TVC and other categories - the only hot shop in Delhi to do so

This is the full list:Times Of India (Gold at Delhi Ad Club), Richmond Foundation (Gold at Delhi Ad Club and Silver at Mumbai),JK Lakshmi Film (Silver at Delhi Ad Club),Make a Wish Foundation (World Bronze Medal, New York Festival of Advertising).

For More Details:www.kfactor.in


Financials

Retainership Model:

Rs 4.0 lacs ( Rupees Four Lacs Only ) per month for the first 12 months

Rs 3.0 Lacs ( Rupees Three Lacs Only ) per month subsequently for the period of handholding desired

This price is inclusive of Service taxes as applicable Advance : 30 % against Mandate and Confirmation of

assignment Balance Payment : Against Deliverables and Milestones

mutually decided upon


Contact:

Thank You

Final proposal for research,branding and marketing of airport link bus shuttle bus service umtc-...

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