The RATP Marketing Strategy 2007 - 2010 Marketing Isabelle Bachmann - 22 January 2008.
-
Upload
alexander-potter -
Category
Documents
-
view
216 -
download
0
Transcript of The RATP Marketing Strategy 2007 - 2010 Marketing Isabelle Bachmann - 22 January 2008.
The RATP Marketing Strategy
2007 - 2010MarketingIsabelle Bachmann - 22 January 2008
Summary
1. Context of The Paris region Public transport and our market
2. Global Strategy: our key routes
3. Our different policies and action plan
4. Conclusion
1. Context and our market
Marketing Strategy 2007-2010
Context : Urbanization
Paris: 2 million Inhabitants; high density population
First ring: 4 million Inhabitants; average density population
Second ring: 5 million Inhabitants; low density population
Context : Mobility and journeys
25% of Journeys in Paris and first ring ( stable)
33 % of Journeys in the First ring ( increase)
42% of Journeys for Second ring (increase)
Context : network area
The Mobility market is competitive:people can choose their mean of transportation
Context : a competitive market
67 %
29 %
•
63 %
Paris
Context: Our customers
Penetration rate: 83%7.3 million of Paris region inhabitants used Ratp at least once a year
44%
40%
16%
Regular casual
rare
Context : Our customers
We know that:• Our customers are more and more demanding
• Our customers are changing
• Our future customers are already using RATP
Marketing Strategy 2007-2010
2- What strategy in that kind of Context ?
The global strategy
3 mains routes
• Enhance the Average Revenu Per User
• Increase the number of customers
• Improve the image and the attribution of our Brand at our company
Enhance the average revenu per user Enhance the
Average Revenu Per User
Action plan:
- Continue the loyalty program
- Improve the relationship with our customers: create and customize new services
First Action Plan: Continue our Loyalty program for annual pass holders
Enhance the average revenu per user
For the young population : Imagine’ R (annual pass )
For the « commuters » : Integrale (annual pass)
1.6 million annual customers
Enhance the average revenu per user
« Imagine’ R » Loyalty program
Good deals,
Special offers with discount,
Special events
A Dedicated Website
And the advantages of the year pass:
Free journeys on all the zonal fares during week end and vacations
Special price
Example: Good deals of Imagine R program:
Enhance the average income per user
Enhance the average revenu per user
Intégrale Loyalty program
Welcome pack,
Special offers with rebates ,
Special events
A Dedicated Website
And the advantages of the year pass:
Lost insurance, possibility of ajournement , direct debit
Special price ( equals 10.3 monthly pass)
Enhance the average income per user
Example of special offers for « Intégrale « holders
Second Action Plan : Improve the relationship with Ratp’s customers
Create innovative services and products …
Cutomized services and relationships
Enhance the average revenu per user
Create innovative services and products
New version of « my RATP with me »: Mobile Internet
Create a new website
Enhance the average income per user
Customize services and relationship
RATP ADOPTED A NEW SEGMENTED APPROACH OF ITS RELATIONSHIP MANAGEMENT BASED ON
INDIVIDUALIZATION AND ON A BIGGER MOBILIZATION OF ITS FRONT LINE STAFF
MEMBERS
« le comptoir » to give assistance + SALES for casual customers « LE CLUB » for
season pass holders
Enhance the average revenu per user
Increase the numbers of customers Increase the
number of customers
Actions:
- Target high profil customers (tourists, ederlies )
- Increase the use of Public transport on specific areas
Target high profil customers potential:
Increase the number of customers
New strategy for the tourits
RATP: partnership with the City .
It contributes to the attractiveness and the business development of the city
For the Ederlies
Improve services
create dedicated tickets for
them
Increase the number of customers
Target high profil customers potential
Increase the use of PT on specific areas: “local marketing”
Increase the number of customers
- Carry out diagnostics and surveys to know the reasons why we do not perform
- Set up local action plans
Eg: Improve Public Transport Information
Improve the image
Improve the image and attribution of
our brand
Action :
- create positive attentions with surprises
create positive surprises (break the routine) for our customers
Customer Satisfaction
Time
Usual Trend
Lauching new
products
communication
positives Surprised
attribute at RATP
RATP to communicate
improve the image
An Example of a postive surprise: an animation dedicated for our customers
Conclusion of marketing strategy 2007-2010
Our new strategy started in 2007 we can not give you the results.
But we can say :
- the Loyalty program is a real sucess ,
- the revenu per user has increased
- The boarding committee increased our budget to launch news plans and actions.
We have to give the return on Investment for each action.