10stepbystepmarketingplanalvin062010

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10stepbystepmarketingplanalvin062010

  1. 1. 10 STEP Marketing Plan for Skyway Easypass Alvin B. Bugtas June 2010
  2. 2. 5 Steps for Part 1 (PTM and Positioning) <ul><li>Easypass PTM are the “Class A express motorist” </li></ul><ul><li>Faster travel </li></ul><ul><li>Cash/manual lanes users </li></ul><ul><li>Gap: Cash/manual transactions accounts to 80% </li></ul><ul><li>The market size 155k ADTV; Easypass target 124k ADTV or 80% </li></ul>
  3. 3. 5 Steps for Part 2 (Marketing Mix & Strategy) <ul><li>Easypass – electronic purse </li></ul><ul><li>Php 100/card; loading 0-1.5% transaction charges </li></ul><ul><li>Uses TV, radio, billboards </li></ul><ul><li>Convenient stores </li></ul><ul><li>Value for money </li></ul>
  4. 4. Positioning to the Primary Target Market Part 1: Steps 1 to 5
  5. 5. 1.EASYPASS primary target market (PTM) are the “Class A express” toll road users <ul><li>Demographics </li></ul><ul><li>Lifestyle – “on the go” Skyway Users </li></ul><ul><li>Behavior - wise toll Skyway users </li></ul>
  6. 6. I want to be recognized as a wise driver – value conscious I want to be recognized as a Class A express driver
  7. 7. 2. My PTM’s NWE <ul><li>Drivers’ need </li></ul><ul><li>To belong (social), Self-Esteem, Self actualization </li></ul><ul><li>Class A express users choose Easypass over cash/manual toll system payment system because of …. </li></ul><ul><li>Faster, classy, hassle-free and high tech service </li></ul><ul><li>Class A express users expect… </li></ul><ul><li>More value for their money, on-the-go, wise motorist </li></ul>
  8. 8. 3a. Easypass competitors <ul><li>Direct: Cash/manual toll collection system </li></ul><ul><li>Indirect: Service road users </li></ul><ul><li>Variables: Easypass price, fees, loading facilities, service </li></ul>
  9. 9. Currently, Easypass users accounts to 20%; Cash/manual users accounts 80%; which Skyway expect to reverse in 2012; plus portion of service road users will eventually use the system Cash/ Manual Easypass Service Roads Price vs. Convenience Easypass Cash/ Manual Price/Convenience Level 1 (3 – 5 sec) 2 (6 – 8 sec) 3 (9-20 sec) 4 (>more) Minimal fee Zero fee Service road
  10. 10. Easypass competitive map Positioning
  11. 11. 4. Easypass positions strongly on value creation and driving pleasure <ul><li>Easypass, an improved travelling solutions: </li></ul><ul><li>that increase value for money for the motorist </li></ul><ul><li>Maximize the benefit of Skyway expressway </li></ul>
  12. 12. 5a. Estimate the market size using competitor data <ul><li>Not Applicable </li></ul>
  13. 13. 5b. Estimate the market size using company data <ul><li>Skyway system user is estimated to be 150k ADTV by 2012 </li></ul>
  14. 14. 5c. Estimate the market size using customer data <ul><li>Not Applicable </li></ul>
  15. 15. 5. Concluded Easypass market is 150k ADTV <ul><li>Company data = 150k ADTV </li></ul>
  16. 16. The Marketing Mix Strategy Part 2: Steps 6 to 10
  17. 17. 6a. Skyway express users has two options: either Easypass or Cash/manual
  18. 18. 6b. Product Description <ul><li>Easypass is new system of toll collection </li></ul><ul><li>Easypass - card: stores value to pay toll road usage (cashless) </li></ul><ul><li>Contact less reader reads easypass card which minimize booth and queuing time </li></ul><ul><li>In the future, can be used for other services (non-toll) </li></ul>
  19. 19. 7. Price <ul><li>Easypass card = Php 100.00 </li></ul><ul><li>Easypass extender = Php 1,500.00 </li></ul><ul><li>Loading fee = [0 – 1.5%] </li></ul>
  20. 20. 8a. Promo <ul><li>TV and radio ads </li></ul><ul><li>Billboards </li></ul><ul><li>Sponsorship </li></ul><ul><li>Free easypass card for every 50 Skyway cash receipts </li></ul><ul><li>Free easypass extender upon reaching 10 points (1 point = Php 1,000 load) </li></ul>
  21. 21. 8b. Competitor promo <ul><li>Not applicable </li></ul>
  22. 22. 9. Easypass will made available in the most convenient places <ul><ul><li>Gasoline stations along Skyway and SLEX </li></ul></ul><ul><ul><li>Convenience stores: 7/11; Mini-stop etc. </li></ul></ul><ul><ul><li>Toll Operation Building </li></ul></ul><ul><ul><li>Offsite offices – C5 </li></ul></ul>
  23. 23. 10. Easypass is the way <ul><li>Skyway is determined to change the mindset of Skyway express user that easypass or the non-cash cash payment system is better that the cash/manual system. </li></ul><ul><li>Easypass will benefits from the distribution leverage of Skyway. </li></ul><ul><li>Better value proposition than the manual system at a minimal cost </li></ul>
  24. 24. SUMMARY 10 STEP Marketing Plan for Skyway Easypass
  25. 25. 5 Steps for Part 1 (PTM and Positioning) <ul><li>Easypass PTM are the “Class A express motorist” </li></ul><ul><li>Faster travel </li></ul><ul><li>Cash/manual lanes users </li></ul><ul><li>Gap: Cash/manual transactions accounts to 80% </li></ul><ul><li>The market size 155k ADTV; Easypass target 124k ADTV or 80% </li></ul>
  26. 26. 5 Steps for Part 2 (Marketing Mix & Strategy) <ul><li>Easypass – electronic purse </li></ul><ul><li>Php 100/card; loading 0-1.5% transaction charges </li></ul><ul><li>Uses TV, radio, billboards </li></ul><ul><li>Convenient stores </li></ul><ul><li>Value for money </li></ul>
  27. 27. 10 STEP Marketing Plan for Skyway Easypass Alvin B. Bugtas June 2010
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