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Branding, Marketing, and Communications of Public Tranport - The case of iBus Indore BRT
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Branding, Marketing, and Communications of Public Tranport - The case of iBus Indore BRT

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The presentation discusses the case of iBus BRT system in Indore, India, to address the importance of marketing strategies in public transport. Binoy Mascarenhas, Manager, Urban Transport, EMBARQ …

The presentation discusses the case of iBus BRT system in Indore, India, to address the importance of marketing strategies in public transport. Binoy Mascarenhas, Manager, Urban Transport, EMBARQ India, led the session in Kuala Lumpur, Malaysia, part of Workshop on Quantifying the Environmental, Social, and Economic Benefits from BRT Systems held on June 24 – 25, 2014. The workshop was organized by the Asia LEDS Partnership and hosted by the Malaysia Land Public Transport Commission (SPAD), with additional funding from the USAID and the LEDS Global Partnership Transport Working Group, and support from Clean Air Asia, EMBARQ.

Published in: Marketing, Business

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  • 1. Branding, Marketing, and Communications! !  The case of iBus Indore BRT! !   Workshop on Quantifying the Environmental, Social and Economic Benefits from Bus Rapid Transit Systems! A SPAD Academy & Asia LEDS Partnership Workshop! June 24 – 25, 2014! !   Binoy Mascarenhas, Manager, Urban Transport, EMBARQ India! !   bmascarenhas@embarqindia.org! !   Original presentation credit: Amit Bhatt, Strategy Head, Urban Transport, EMBARQ India!
  • 2. Public Transport – As Promoted "
  • 3. Public Transport – As Perceived "
  • 4. Two Problems Little Planning and resources dedicated to marketing and communications
  • 5. Three Objectives to Marketing & Comms Attract new users that currently use private transport, such as automobile and car users Maintain current users that are thinking from switching from public transport to cars Secure the political and financial support 1. 2. 3.
  • 6. I am a road safety expert. Marketing
  • 7. I am a road safety expert. I am a road safety expert. I am a road safety expert. Advertising
  • 8. Trust me, he is a road safety expert Public Relations
  • 9. I understand, you are a road safety expert. Brand Creation
  • 10. From the very beginning…
  • 11. Before City Bus: Unorganised Transport in Indore"
  • 12. But that was not enough!
  • 13. Segregated   Median   Bus-­‐ways   Large  Buses   with  Wide  Doors   Sta-ons  with   Prepayment  and  Level   Boarding   Centralized  Control   Dis-nc-ve  Image   14 The  launch  of  iBus:  India’s  first,  fully  air-­‐condi-oned  BRT  
  • 14. However, all was not going well…
  • 15. Media Coverage: Before Project Start"
  • 16. Most of it was because of lack of understanding on the project and facilities. Before it started…
  • 17. System Branding"
  • 18. System Branding"
  • 19. Public presentations made" Educational institutes! Media! General public! Indore Approach: Public Outreach"Launched and extensive outreach effort…
  • 20. BRT will benefit ALL road users
  • 21. Indore Approach: Public Outreach"
  • 22. Focus group tours, to educate the citizens…
  • 23. Focus group tours, to educate the citizens…
  • 24. Focus group tours, to educate the citizens…
  • 25. Focus group tours, to educate the citizens…
  • 26. www.facebook.com/IndoreBRT!
  • 27. iBus had a great start…
  • 28. iBus had a great start…
  • 29. Redefined public transport in Indore
  • 30. iBus is an enabler…iBus is an enabler…
  • 31. The project surpassed many benchmarks in public transport
  • 32. Ridership Growth…" 290% Increase in 4 months
  • 33. Now, recognised internationally…"
  • 34. However, this doesn’t seem to be enough!
  • 35. Learning from experience…
  • 36. What is Important?" !    Having  a  plan   !    A  cohesive  and  comprehensive  one   !    Communicate  the  plan   !    To  stakeholders   !    To  general  public   !    Create  a  demo   !    CiMzen  support  groups…  it  has  to  be  the  people’s   project  
  • 37. What is Important?" !    InsMtuMon  is  essenMal   !    Like  a  metro  authority   !    Support  systems   !    Having  a  knowledge  partner:  no  ad-­‐hoc  decisions   !    Industry  parMcipaMon   !    Know  where  you  started  from…   !    Record  base  condiMons   !    Segregate  issues  and  communicate  
  • 38. Thank You …"
  • 39. Thank you!! !   Workshop on Quantifying the Environmental, Social and Economic Benefits from Bus Rapid Transit Systems! A SPAD Academy & Asia LEDS Partnership Workshop! June 24 – 25, 2014! !   Binoy Mascarenhas, Manager, Urban Transport, EMBARQ India! !   bmascarenhas@embarqindia.org! !   EMBARQ helps cities make sustainable transport a reality!