Case Study: Bus Transit Solutions

Client : SHIVAJI Travels Job Profile: Repositioning the

Brand

Shivaji Travels. A Public sector undertaking running bus services in Mumbai has been rendering efficient services to commuters since its inception (1961).

Role model for its counterparts operating in other cities during the time of inception,

Today the company needs a repositioning.

Client Brief

Innovative policy based initiatives in state public transport

Various pilot reforms to enhance operational efficiency

Growing potential of technology applications

Wide reaching and successful strategies in branding and marketing approaches

Objectives to be Achieved

City Chosen: Mumbai

Mumbai has an estimated population of 13 million making it as the second most populous city in the world. Mumbai is the commercial and entertainment centre of India, generating 5% of India's GDP. An important centre of commerce, it is home to important financial institutions and the corporate headquarters of many Indian companies and numerous MNCs. Public transport in Mumbai involves the transport of millions of its citizens by train, road and water. Over 88% of the commuters in Mumbai use public transport. Mumbai has the largest organised bus transport network among major Indian cities linking literally nook and corner of the city. Every day 40 lakhs Mumbaikars take the buses run by the BEST (Bombay Electric Supply and Transport) Company.Mumbai is witnessing tremendous population growth, spatial evolution of residential and employment concentration, resulting in a significant change in how people move. As the mobility needs of the population change, it is important that the transport system responds effectively. Thus, our initiatives are focused on upgrading and modernising of Shivaji fleet of buses.

Assumptions

Segmentation All Mumbaikars travelling everyday in bus. Targeting

Middle Class, Upper Middle Class and some percentage of Higher Class.

Socio-Economic Strata

5729

14 Middle ClassUpper Middle ClassHigher Class

Our studies and trends indicate that the city bus will continue to be the

backbone of urban mobility

29

26

15

48Senior CitizensHome MakersStudentsSenior WorkersWorking Class (23yrs-45yrs)

Demographic Profile

Positioning Since 1961, Shivaji Travels has stood for commuters comfort.

With changing time and aspirations of burgeoning middle-class, we propose to position Shivaji Travels as a safe and reliable travel partner. We also aim to re-establish the trust which had been lost with the passage of time. Thus, our vision is now to improve the efficiency and enhance the attractiveness of Shivaji Travels.

ValuesSafety, trust, punctuality, convenience, comfort and reliability

VisionTo be the preferred travel agency of Mumbaikars and effectively

respond to the population

Mission To meet the commuters demand in terms of passenger

satisfaction, driving safety and total economy by offering a first class, convenient service and using our local knowledge

1. Road accidents, some of which were fatal2. Lack of courtesy shown by staff3. Overcrowding of the bus by the crew4. Abandoning of the bus by the crew in the

middle of the road5. Bus crews indulging in races with other

buses on the same route. 6. Altercations between bus crew and the

student community.

Defining Issues/Problems

Possible Solutions in a gist

1. Road accidents due to over-speeding, racing, callous attitude of the driver, violation of traffic norms, lack of trained drivers. Alternatives to promote safe driving and prevent accidents

Generating Alternatives

HR• Careful

selection & training of drivers

• Incentive programs to reward god performance, progressive discipline for adverse performance

Management• Accident

data tracking and analysis

• Public and Passenger education, Safety Instruction

• Conducting Safety Audits right checks frequently

Operations• Installation

of cameras on the buses to increase safety

• Installation of seat belts on every seat

• A partition between the driver and the passengers

2. Measures that should be taken to make the journey of our commuters pleasant

Driver’s Selection &

Hiring

• Background verification and referral programs

• Driving tests and personal interviews to attract competent drivers

• Appointing Women as Conductors

Driver Training

•Through role playing exercises, embedding skills into behavior patterns•Greeting passengers•Taking initiatives to provide information•Guiding confused, distressed, disruptive passengers•Dealing with service disruptions and delays•Managing unexpected flow of passengers•Responding to different needs of passengers •Training in basic first-aid and fire safety•No consumption of drugs and alcohol while on duty.

Other Changes

•Revamping the Uniforms to instill confidence and pride in the bus crew•Updating the website and launching a mobile application to provide a forum for feedback, complaints or further information•Meet our ‘Manager Program’

3. Alternatives for preventing over crowdingIncreasing service frequencyIncreasing seating capacity in the new fleet of busesAccountability of the conductor if bus is over

crowded as seen through the camera. (use of Conductor Credits)

4. Measures controlling the problem of staff abandoning the bus Smart phones with GPS System installed to track the

locations of the drivers and the vehicles Setting up of call centers and provision of toll free

numbers for passengers in case the bus stops anywhere

5. Setting of speed limits and accountability of the driver if the speed is exceeded

CREATIVE BRIEF

Tagline:

Safe and Reliable… A Commuter’s Delight

Logo

ProductEXTERIOR: Colour code

◦ Background: Orange. REASON: The colour orange radiates warmth and happiness, exactly what we promise our commuters. Also, being a bright colour, it will have greater visibility on the roads, especially in the night time.

◦ Design: Blue. REASON: Blue stands for trust, honesty and loyalty.

Digital name plate◦ Must contain name and bus number◦ Should specify details of the route it covers◦ Fluorescent outlining throughout the bus for safety of pedestrians

IMC Plan

INTERIOR: Structural details:

◦ White interiors for a fresh appeal◦ Air conditioned bus◦ Blue curtains to add to the luxury appeal of the bus◦ Seating capacity: 50◦ Partial partition between driver and commuters◦ Comfortable blue reclining seats arranged in pairs◦ Automated doors◦ Baggage cabins for keeping extra baggage◦ 4 seats to be reserved for senior citizens and 4 seats to be reserved for

physically handicapped citizens and 2 for pregnant women◦ Supportive rods and handles to avoid accidents while moving in a running

bus◦ Emergency exit

Additional facilities:◦ Free power◦ Safety seat belts◦ In-house newspapers and magazines in seat pockets and water bottle holders◦ Automated announcements about route details

Bus Interior

Bus Exterior: Side View

Bus Exterior: Front View

◦ Personal lights for commuters in the night time◦ Emergency red button for stopping the bus◦ Helpline number to help commuters in case of any complaints◦ First aid box and water supply

Male Staff Uniform details◦ Orange shirt, blue trousers, blue blazer (AC bus, remember?) ◦ Orange cap with company logo only for the driver◦ Blue tie ◦ Name plate to be worn by driver and the conductor including

the bus number they are in charge of◦ Black sport shoes for comfortable driving

Female Staff Uniform details◦ Orange Kurti, blue Churidaar and blue Dupatta◦ Black sport shoes ◦ Name plate to be worn by the conductor including the bus

number she is in charge of

Price Shivaji Travels does not compete on Price, they

compete on service. Additionally, the target market is not price sensitive. To a large degree price is irrelevant as long as it is reasonably proportional to the services offered.

Off-board fare payment: reduce bus waiting times

Bus Network Active in Mumbai. Categorized into 4 major

types and routes which are Regular, Express, AS Route & running in and around boundaries of Mumbai

Sales Promotion- Special Student Discounts that can be availed on showing the conductor their Student ID Cards.

Advertising- Engagement strategies include social media use like

Facebook and Twitter, specialised focus group sessions, and free trial runs, which are able to create continuous focus on the project.

Advertising before the launch in the local newspapers and regional channels.

Tie-ups with the local tour and travel agencies Company hoardings at the main bus stops where

PROMOTION

Hoardings over Bus Stops

Shivaji Travels Hoardings

Public Relations- INTERNAL PR: Driver of the month’s photograph to be printed in

the in-house newspaper or magazine Regular bonus for drivers who do not have any

complaint against them Assured bonus for staff during festivals Two Sundays off every month for staff (keep stand-

by drivers and buses) 8 hour shifts for driver every day. This means two

shifts per day. Covering driver’s insurance Once a year sponsored picnic for staff with their

families Free phones to be provided to staff for calling the

office, etc.

Branding, marketing and communicating are three critical components to augment public transport outreach. Information about new systems or changes to systems must be communicated precisely to the public in order to have a good chance of success

EXTERNAL PR: Pre-event:

◦ Article placement in DainikJagaran, LokSatta and Times of India (media indicated)

◦ Three Revamped buses with banners on them roaming the city to create required buzz

Event:◦ Inauguration ceremony with the Road and development minister of

Maharashtra◦ Press conference with the CEO◦ Source of Revenue: Advertising other line bus services in our bus

by using their labels on the handles and also in our in house newspapers and newsletters.

Media Indicated & their Use

Thank You