Projects | Studio | Awards
C | Spring 2022 | Public Bike Sharing in Ahmedabad
  • Student GREESHMA S
  • Code PUM21120
  • Faculty Management
  • Tutor/s Gayatri Doctor,Manish Vadanere,Tithi Kansagra,Himadri Panchal

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The SOM studio was focused on understanding, analyzing and suggesting improvements in service quality and increasing demand of existing Ahmadabad's PBS system.  With the cooperation of the Ministry of Housing and Urban Affairs's Data Management Unit, Municipal officials and the PBS operator of the Ahmadabad city, -  three data backed detailed models, of financing and operating PBS systems has been envisaged to upscale and regulate the existing permit based PBS system. The large heads that were covered in the Hybrid Model (one among the 3 models) is - Contracts, Procurement, Building Process Re-engineering, Marketing, Finance and an Extensive survey analysis. 

Marketing is implemented in 2 phases for the implementation of the Hybrid Model
Marketing to the financial partners and the branding guidelines are detailed out in this slide
categorization of the target market is important to proceed in the marketing campaigns formulation
The geographical analysis of ahmedabad helps stratergize the best places for marketing outreach programs
The key messages are derived from understanding the users and the problems they have faced
A user persona is created after understanding and analyzing the target market
A matrix is created after understanding the marketing funnel and the estimated reach for all channels are projected
Each channel is devised and explained in detail with points derived from the survey
The events and digital platform strategies are also detailed out to understand the campaigns better
An implementation strategy is devised for the whole year, while also keeping the daily, weekly and monthly activities aside