Brand Masters
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Transcript of Brand Masters
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Re-branding Bangladesh Rai
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Current Scenario
Bangladesh Railway Number of trains per day
246 passenger trains
48 freight trains
In 2010
65.62 million commuters 2.71 millions tons of freight
Deficit of BDT 5609.75 million
Ticket prices unchanged for the last 20 years
Overview Issue Identification Target Market Strategies Promotion Efficie
Overview Issue Identification Target Market Strategies Promotion Efficie
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What changes do the consumers w
Survey findings Service quality
Comfort - 89.7%
Less delay92.6%
Unique Experience
Overview Issue Identification Target Market Strategies Promotion Efficie
Overview Issue Identification Target Market Strategies Promotion Efficie
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Why re-brand?
Perceptual change Bad image
Required new identity Goes hand in hand with new enhanced se
Overview Issue Identification Target Market Strategies Promotion Efficie
Overview Issue Identification Strategies Promotion Efficie
Issue Identification
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The re-branding
Change in name and logo
Overview Issue Identification Target Market Strategies Promotion EfficieOverview Issue Identification Target Market Strategies Promotion EfficieIssue Identification
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Who are we serving?
Shobuj Bangla Railways is a governmeninstitution.
Targetmaximize social welfare
Aim to serve the mass public
Overview Issue Identification Target Market Strategies Promotion EfficieOverview Issue Identification Target Market Strategies Promotion Efficie
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Who are we serving?
Market Segmentation Upper Class
Middle Class
Lower Class
Overview Issue Identification Target Market Strategies Promotion EfficieOverview Issue Identification Target Market Strategies Promotion EfficieTarget Market
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Who are we serving?
Target Market Upper Class (yearly income > 8.4 lakhs)
Middle Class (yearly income > 3.6 lakhs)
Adult (age 18+) Family orientation (married/unmarried)
People with negative image about the pro
Overview Issue Identification Target Market Strategies Promotion EfficieOverview Issue Identification Target Market Strategies Promotion EfficieTarget Market
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Required course of action
Renovation
Repainting
Seats
Washrooms
Improvements Food quality
Cleanliness
Overview Issue Identification Target Market Strategies Promotion EfficieOverview Issue Identification Target Market Strategies Promotion Efficie
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Required course of action
Entertainment TV Sets
Wi-fi
Affiliation with travel agencies
Maitree Express
Photos, brochures and pamphlets
of Shobuj Bangla Railways
Overview Issue Identification Target Market Strategies Promotion EfficieOverview Issue Identification Target Market Strategies Promotion Efficie
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Promoting Shobuj Bangla
Railways
Teaser newspaper Advertisements
Overview Issue Identification Target Market Strategies Promotion EfficieOverview Issue Identification Target Market Strategies Promotion EfficiePromotion
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Promoting Shobuj Bangla
Railways
Billboards, signboards and roadblocks
Overview Issue Identification Target Market Strategies Promotion EfficieOverview Issue Identification Target Market Strategies Promotion EfficiePromotion
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P i Sh b j B l
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Promoting Shobuj Bangla
Railways
Television Commercial Also shown on roadside big screens
Emphasizes on emotional attachment
Word of mouth
Overview Issue Identification Target Market Strategies Promotion EfficieOverview Issue Identification Target Market Strategies Promotion Efficie
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Television Commercial
P ti Sh b j B l
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Promoting Shobuj Bangla
Railways
Holiday packages Universities
Temporary on-campus stall
Corporate Houses
Brochures
Pamphlets
Overview Issue Identification Target Market Strategies Promotion EfficieOverview Issue Identification Target Market Strategies Promotion Efficie
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Promotions outcome
Overview Issue Identification Target Market Strategies Promotion EfficieOverview Issue Identification Target Market Strategies Promotion Efficie
Action
Desire
Interest
Attention Teaser ads, billboards
Informative newspap
campus campaigns
Increa
TVC, billboard
newspaper ad
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Increase in efficiency
New locomotives and wagons already in t Source: Md. Shahjahan, Addl. Director General/Operation, Rai
Faster commute
Containers (Freight and passenger trains)
Double stacking
Courier service
Overview Issue Identification Target Market Strategies Promotion EfficieOverview Issue Identification Target Market Strategies Promotion Efficie
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Increase in efficiency
Reducing time in sick-line Reducing repair time between journeys
Reducing cleaning time between journeys
Southwest Airlines
Overview Issue Identification Target Market Strategies Promotion EfficieOverview Issue Identification Target Market Strategies Promotion Efficie
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Is it worthwhile?
State Owned Enterprise Profit is not the primary motive
Government will not increase ticket pri
has not been doing so for the past 20 y
Overview Issue Identification Target Market Strategies Promotion EfficieOverview Issue Identification Target Market Strategies Promotion Efficie
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Is it worthwhile? Promotional Cost approx. 30 crore
Television Commercials 10 crore Promotional campaigns 7 crore
Bill Boards and newspaper advertisements 5 crore
Holiday packages 8 crores
Renovation Cost approx. 20 crore
Repainting 5 crores Seats 9 crores
Entertainment 4 crores
Miscellaneous 2 crores
Overview Issue Identification Target Market Strategies Promotion EfficieOverview Issue Identification Target Market Strategies Promotion Efficie
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Annual Revenue
Payback Period = 1 year 3 months 10 d
Year 1 Year 2 Year 3 Year 4
24 crore 38 crore 60 crore 120 crore
Overview Issue Identification Target Market Strategies Promotion Efficie
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Takeaways
Bangladesh Railways rebranded as Shobuj Bangla
Price increase not possible StrategiesRenovation, Improve services, Enterta
and affiliation with travel agencies
PromotionsNewspaper ads, billboards, TVC, womouth and Holiday packages
Steps to increase efficiency
Rebranding is feasible!
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