1 / 28

The RATP Marketing Strategy 2007 - 2010

The RATP Marketing Strategy 2007 - 2010. Marketing Isabelle Bachmann - 22 January 2008. Summary. Context of The Paris region Public transport and our market Global Strategy: our key routes Our different policies and action plan Conclusion. Marketing Strategy 2007-2010.

colum
Download Presentation

The RATP Marketing Strategy 2007 - 2010

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. The RATP Marketing Strategy 2007 - 2010 • Marketing • Isabelle Bachmann - 22 January 2008

  2. Summary • Context of The Paris region Public transport and our market • Global Strategy: our key routes • Our different policies and action plan • Conclusion

  3. MarketingStrategy 2007-2010 Context and our market

  4. Context : Urbanization First ring: 4 million Inhabitants; averagedensity population Paris: 2 million Inhabitants; high density population Second ring: 5 million Inhabitants; low densitypopulation

  5. Context : Mobility and journeys 33 % of Journeys in the First ring ( increase) 25% of Journeys in Paris and first ring ( stable) 42% of Journeys for Second ring (increase)

  6. Context : network area

  7. Context : a competitive market The Mobility market is competitive:people can choose their mean of transportation 67 % 29 % 63 % Paris

  8. Context: Our customers Penetration rate: 83%7.3 million of Paris region inhabitants used Ratp at least once a year

  9. Context : Our customers • We know that: • Our customers are more and more demanding • Our customers are changing • Our future customers are already using RATP

  10. Marketing Strategy 2007-2010 2- What strategy in that kind of Context ?

  11. 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

  12. 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

  13. Enhance the average revenu per user First Action Plan: Continue our Loyalty program for annual pass holders For the young population : Imagine’ R (annual pass )  For the « commuters » : Integrale (annual pass) 1.6 million annual customers

  14. 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

  15. Enhance the average income per user Example: Good deals of Imagine R program:

  16. 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)

  17. Enhance the average income per user Example of special offers for « Intégrale « holders

  18. Enhance the average revenu per user Second Action Plan : Improve the relationship with Ratp’s customers •  Create innovative services and products … • Cutomized services and relationships

  19. Enhance the average income per user  Create innovative services and products New version of « my RATP with me »: Mobile Internet Create a new website

  20. Enhance the average revenu 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

  21. 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

  22. Increase the number of customers Target high profil customers potential: New strategy for the tourits RATP: partnership with the City . It contributes to the attractiveness and the business development of the city

  23. Increase the number of customers For the EderliesImprove services create dedicated tickets for them Target high profil customers potential

  24. Increase the number of customers  Increase the use of PT on specific areas: “local marketing” • Carry out diagnostics and surveys to know the reasons why we do not perform • Set up local action plans • Eg: Improve Public Transport Information

  25. Improve the image Improve the image and attribution of our brand Action : - create positive attentions with surprises

  26. improve the image create positive surprises (break the routine) for our customers Customer Satisfaction RATP to communicate positives Surprised attribute at RATP communication Lauching new products Usual Trend Time

  27. An Example of a postive surprise: an animation dedicated for our customers

  28. 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.

More Related