SmartBus- your one stop solution for bus tracking.

SUMMARY:•Executive Summary •Situation Analysis •Goal •Strategy •Tactics •Implementation

India is a country, where a majority of the population travels in bus daily.

Bus is one of the cheapest and most widely available modes of transportation.

Often they are harassed due to delay in the arrival of the bus , of which they aren’t informed beforehand.

So,What is the remedy to this?

SmartBus –

Is one such app that enables customers to keep track of their desired bus

Customers will also receive texts on change of schedule of the buses which they have categorised as "favourites".

Situational Analysis

Company Overview

Core competencies are:•Tracking desired buses .

•Knowledge of all nearby options and departures instantly

Getting directionsfor a desired location.

Security-Receiving information about the bus & bus driver.

E-Wallet Money

Market Overview

Market Needs & Wants:

•When a customer selects a particular bus, if the bus is delayed or is rescheduled, customer will get a message prior to that.

•Customers will get updated on introduction of new bus routes.

•Customers can interact directly with the bus operator via free internet calling on upgrading to premium feature.

Target

This app mainly targets the lower income group and middle class of the society.

Passengers can be school students, professionals , etc who have access to a smart phone.

Performance Benchmark

Performance Benchmark is evaluation on the basis of :

1. Customer Feedback & Reviews

2.Conversion Ratiofrom Free To Premium.

3. Number of downloads of the app.

STRATEGY

4 C’s OfTargetMarketing

1.Consumers

Aimed at:Low income group and middle class section of the society,

Those who donot own private cars/ cannot afford cabs on a daily basis.

2. Collaborations

E-commerce websites help customers get the best quality product at the lowest price.

3. Competition

3. Competitors: •Transit App.

•Economic: Targeted towards the lower and middle class section of society who cannot afford private cars.

•Technological: As people in the age-group of 18-35 are also the most tech savvy, the design features and features will be technically competent for them.

• Synchronisation with social media.

Customer Value• To work in order to gain customer trust and builda positive image

•Targeting young generation via social media

•Obtain continuous feedback from customers and ensure to maintain their privacy.

Company ValueThe idea is to create a comfortable experience for all passengers which will help in branding of the company.

Services & Products:SmartBus comes in a couple of varieties of buses :

1.SmartBus Mini- Non- AC bus with less capacity and low fare

2.SmartBus Macro- Non AC bus with larger capacity and low fare

3.SmartBus DeLux- AC bus with comparatively higher fare.

Point Of DifferenceSmartBus has the following features that it’s competitors doesn’t have:

•Free Internet calling on upgrading to Premium version•Being able to connect to the bus operator directly in case of any emergency•Receiving information about the bus, and receiving bus driver details as well(This is inspired for caution after the Delhi rape case)•When a customer enlists a bus in the “favourites” category, he will receive updates about that bus •Theft prevention: Bus Wallet- Option to pay from Bus wallet account.•Receiving messages on introduction of any new bus routes. 

Points Of Parity:•Tracking desired buses .•Knowledge of all nearby options and departures instantly•Knowledge of full time tables and setting alarms.•Getting directions for a desired location

PriceThe premium version of the app costs $3.99 for free internet calling, subscription to messages on updates and discounts on bus rides

Communication • Social Media • Website Ads • Traditional forms of advertising

Distribution•App stores•Specialist Press•Ad-Networks

Implementation

Organizational StructureThe organizational structure is made up of an able team of the following:1. Administration Team2. Financial Team3. Design & Technical Team4. Marketing & Sales Team5. Consulting Team

3 steps involved are:

STEP 1: App. Promotion program This is the virtual effort to make people aware of the app.

• Training Program – Training bus drivers how to use smart phones

• Outreach Program This is the collaboration program with college and office support groups to provide services on a long-term basis.

These slides were made by Kaustav Roy Choudhury( Jadavpur University) during a marketing internship under the guidance of Professor Sameer Mathur(IIM Lucknow).