Bus transit solutions
- 1. Client : SHIVAJI Travels Job Profile: Repositioning the Brand
- 2. 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.
- 3. 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
- 4. 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.
- 5. 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 Class Upper Middle Class Higher Class Our studies and trends indicate that the city bus will continue to be the backbone of urban mobility
- 6. 2 9 26 15 48 Senior Citizens Home Makers Students Senior Workers Working Class (23yrs-45yrs) Demographic Profile
- 7. 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. Values Safety, trust, punctuality, convenience, comfort and reliability Vision To 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
- 8. 1. Road accidents, some of which were fatal 2. Lack of courtesy shown by staff 3. Overcrowding of the bus by the crew 4. Abandoning of the bus by the crew in the middle of the road 5. Bus crews indulging in races with other buses on the same route. 6. Altercations between bus crew and the student community.
- 10. 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 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
- 11. 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’
- 12. 3. Alternatives for preventing over crowding Increasing service frequency Increasing seating capacity in the new fleet of buses Accountability 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
- 14. Tagline: Safe and Reliable… A Commuter’s Delight
- 15. Product EXTERIOR: 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
- 16. 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
- 17. Bus Interior Bus Exterior: Side View Bus Exterior: Front View
- 18. ◦ 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
- 19. 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
- 20. 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
- 21. Hoardings over Bus Stops Shivaji Travels Hoardings
- 22. 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.
- 23. 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.
- 25. Thank You