Projects | Studio | Awards
A | Spring 2022 | MARKETING
  • Student ASMANI HETVI KAMLESH
  • Code PUM21136
  • Faculty Management
  • Tutor/s Gayatri Doctor,Tithi Kansagra,Himadri Panchal,Manish Vadanere

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Marketing is the process of exploring, creating, and delivering value to meet the needs of a target market. It specifically positioned the brand value with its mission and objectives. Hence, by doing user perception surveys and analysIs, the strategies are built to create awareness, consideration, conversion and retention of the segmented customers. Approximately 4-5% of the targeted customer to convert and retain them as per the five-year plan. It makes use of “Marketing Mix” also known as 4Ps – People, Product, Price and Promotion.

Introduction to Public Bicycle Sharing System and learnings from International and National Case Studies
Public Private Partnership Procurement Model proposed based on learning and experiences
International and national case studies highlighting the branding, positioning of public bicycle sharing system of the city with main target segment groups and main source of revenue generation
By doing user survey analysis, main reasons such as unawareness about various subscription plans, lack of proper knowledge about system which creates unwillingness to ride public sharing bicycle and through current users data - potential users with their purpose and motivation is also found out which can help to plan marketing strategies
As per user survey analysis, four strategies of marketing funnel theory such as awareness to create traffic, consideration to engage audience, conversion to generate leads and retention to retain existing users based on these proposals with its various channels are formulated
Branding creates the positioning of the product, its mission objectives are clearly identified
Loyalty points and rewards are given to encourage, engage and motivate existing users and also to generate leads
In house marketing team is proposed which will create more better understanding of product in terms of its calue and can have better communication with team. Marketing dashboard will help to analyze monetary gain and increase in number of ridership through various communicational channels and helps to re-strategize the marketing and outreach plans
Phase wise planning will help to focus on the specific segmented users and through that specific events collaborations, co-branding segments can be targeted
Business Model Canvas