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theDesign managers                       Introduction to Marketing:                                      Bike Rental Servi...
Dial a cab/rickshaw               Photocopy                                                                            Hou...
Introduction to Marketing I Nikita Iyer I Samina Rahman I Samira Jain I SDM I NID       Stated needs: Inexpensive mode of ...
Having more disposable income at hand, Indians increasingly prefer to travel                                              ...
PhatPhatia Rent-a-Bike is a start-up in collaboration with                                                                ...
Short –term goals:                                                                              Introduction to Marketing ...
Introduction to Marketing I Nikita Iyer I Samina Rahman I Samira Jain I SDM I NID           College students           Age...
Name:               Prateek Shankar Dixit           Age :                                                                 ...
Field study               User research/Market Research                                                     Introduction t...
Herd mentality :               One’s decision influences the other                                                        ...
Direct                                                               Introduction to Marketing I Nikita Iyer I Samina Rahm...
Introduction to Marketing I Nikita Iyer I Samina Rahman I Samira Jain I SDM I NID        Since Phat-Phatia is a Start-up,t...
Required Initial Investment                                           EXPENSE          Cost of 1 bike (Honda Dio)         ...
Source:Monthly Expenses (for 10bikes)                                Loan = Rs. 10,00,000                                 ...
For bike rent calculation:                               Rental calculation and approximation:Total Fixed cost (for 10 bik...
Duration          Distance           Rental                                                         Introduction to Market...
Introduction to Marketing I Nikita Iyer I Samina Rahman I Samira Jain I SDM I NID            Physical media         Digita...
What we relate to bike rides:           Peace                                           Introduction to Marketing I Nikita...
the                                  Brand                                  Identity                                      ...
the                                  Brand                                  Personality                                   ...
the                                  Brand                                  Essence                                       ...
Brand positioning is a medium through which our              organization portrays what it wants to achieve for our       ...
Brainstorming:                                                  Introduction to Marketing I Nikita Iyer I Samina Rahman I ...
the                                  Brand                                  Communication                                 ...
the                                  Brand                                  Communication                                 ...
the                                  Brand                                  Communication                                 ...
the                                  Brand                                  Communication                                 ...
Introduction to Marketing I Nikita Iyer I Samina Rahman I Samira Jain I SDM I NID              Saving money tendency      ...
you                                      ThankIntroduction to Marketing I Nikita Iyer I Samina Rahman I Samira Jain I SDM ...
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Introduction to marketing nikita ,samina,samira

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Transcript of "Introduction to marketing nikita ,samina,samira"

  1. 1. theDesign managers Introduction to Marketing: Bike Rental ServiceNikita IyerSamina RahmanSamira JainStrategic design Management 2011-13 Mentor: Deval KartikNational Institute of design
  2. 2. Dial a cab/rickshaw Photocopy Housekeeping Florists Cybercafe Dry cleaners Food carts Rentbikes/cars My dhobi Transport Charging points Pet grooming Banks DonationIdentifying the Jyotish Booking ticketsNeed Online selling Pandits Pawning Tour guides Event management Portfolios Parlours Matrimonial
  3. 3. Introduction to Marketing I Nikita Iyer I Samina Rahman I Samira Jain I SDM I NID Stated needs: Inexpensive mode of transport Real needs : Low cost,fast,safe,pollutionfree,personal Unstated needs: Good services - Pre and post Delight needs : Added benefits Secret needs : Friends say, “Good deal !!”theNeed
  4. 4. Having more disposable income at hand, Indians increasingly prefer to travel Introduction to Marketing I Nikita Iyer I Samina Rahman I Samira Jain I SDM I NID in the comfort of their own private vehicles. Ownership of vehicles is also associated with prestige in society, and hence low-income families aspire to trade-up from cycles to two-wheelers, and middle-income families aspire to trade-up from two-wheelers to cars. Among two-wheelers, motorcycles are popular among young, college-goingthe students and professionals, as it gives them a sense of independence and style.Need India is the world’s largest two-wheeler market after China. http://www.portal.euromonitor.com
  5. 5. PhatPhatia Rent-a-Bike is a start-up in collaboration with Introduction to Marketing I Nikita Iyer I Samina Rahman I Samira Jain I SDM I NID universities/colleges, that provides cheap personal means of transport to college students. Our core benefits are: Cheap transport By competitive pricing with public means of transporttheService Independence Saving on time and dependence on different modes of transport Convenience Errands/field study/emergencies/having a good time Added benefits: Packages Availing more hours or more distance Appointment based bookings Regular Servicing of bikes Helmets provided
  6. 6. Short –term goals: Introduction to Marketing I Nikita Iyer I Samina Rahman I Samira Jain I SDM I NID 1.Recover initial investment by reaching out to students 2.Increase operations a. number of Bikes b. number of Offices across the city Long –term goals:theVision 1.To be recognized as a dependable brand for our target customers 2.To establish a bike rental service in second tier cities such as Pune/Jaipur/Gurgaon and expand business to the metros.
  7. 7. Introduction to Marketing I Nikita Iyer I Samina Rahman I Samira Jain I SDM I NID College students Age Group: Above 18 years Education Profile : Pursuing Undergraduate/Postgraduate coursesthe Eligibility: License holdersTarget Location: College students living in apartments/hostelsCustomer
  8. 8. Name: Prateek Shankar Dixit Age : Introduction to Marketing I Nikita Iyer I Samina Rahman I Samira Jain I SDM I NID 24 years Education Profile : Pursuing Postgraduate course in NID Location: Hostel resident in Gandhinagar Status : Upper middle class Resident city : Nagpur, Maharashtra Monthly allowance : Rs.5,000the Leisure : Movies, food, bike rides Work : Sourcing materialCustomer Photoshoots User researchProfile Field study
  9. 9. Field study User research/Market Research Introduction to Marketing I Nikita Iyer I Samina Rahman I Samira Jain I SDM I NID Sourcing material Odd jobs/Errands EmergenciestheMarket Road trips Short tripsSegmentation SurveysBy Usage Visiting Restaurants/Coffee shops/Multiplexes/Malls/Book stores
  10. 10. Herd mentality : One’s decision influences the other Introduction to Marketing I Nikita Iyer I Samina Rahman I Samira Jain I SDM I NID e.g-road trips Peer pressure One friend in the group owns personal transportthe The “cool” factorMarket To be in the thick of things/to show off IndependenceSegmentation Current trend of owning personal means of transportBy Behaviour
  11. 11. Direct Introduction to Marketing I Nikita Iyer I Samina Rahman I Samira Jain I SDM I NID Local transport(autos,share autos,buses,jeeps) Personal vehicles (cycles,scooters,motorbikes) Cycle rentals Friend’s vehiclesthe IndirectCompetitors Lifts Walking
  12. 12. Introduction to Marketing I Nikita Iyer I Samina Rahman I Samira Jain I SDM I NID Since Phat-Phatia is a Start-up,the service is in its Introductory stage in the Product Life Cycle Therefore, Initial costs are very high Low sales volumesthe No similar service providersLife Demand has to be created Customers have to be prompted to try the product Low profit marginCycleStage
  13. 13. Required Initial Investment EXPENSE Cost of 1 bike (Honda Dio) Rs. 40000 Total bike cost (10 bikes) Rs. 40000*10 Rs. 4,00,000 Cost of one helmet Rs. 500 Introduction to Marketing I Nikita Iyer I Samina Rahman I Samira Jain I SDM I NID Total helmet cost (10 helmets) Rs. 500*10 Rs. 5,000 Space rental per month Rs. 25000 Advance for one year Rs. 25000*12 Rs. 3,00,000 Insurance premium (per bike, p.a.) Rs. 1000the Total premium (per annum) Rs. 1000*10 Rs. 10,000Revenue Servicing contract per bike (per annum) Rs. 1500 Total servicing contract Rs. 1500*10 Rs. 15,000Model Computer Barcode reader Rs. 20,000 Rs. 2,500 Programming and system setup Rs. 5,000 Miscellaneous (phone, electricity connection Rs. 20,000 etc.) TOTAL Rs. 7,77,500
  14. 14. Source:Monthly Expenses (for 10bikes) Loan = Rs. 10,00,000 Introduction to Marketing I Nikita Iyer I Samina Rahman I Samira Jain I SDM I NIDInterest per Rs. 25,000 Duration = 5 yearsmonth Rate of Interest = 10%Salary A Rs. 10000 Total amount top beSalary B Rs. 5000 repaid at the end of 5 years = Rs. 15,00,000Spare parts Rs. 100 Payment per year = Rs. 3,00,000repair/change Payment per month (approx.) = Rs. 25,000Bike Rs. 6750depreciation*Misc Rs. 2000 *Calculating depreciation: TOTAL Rs. 48,850 Cost of the bike = Rs. 40,000 Cost of second hand bike – after 3 years = Rs. 15000 Depreciation = 25000 Per year = Rs. 8000 Per month = Rs. 675
  15. 15. For bike rent calculation: Rental calculation and approximation:Total Fixed cost (for 10 bikes, 30 days) = Rs. 48850 1 hour or 5 km = (20)+(1.5*5)Fixed cost for 10 bikes (for one day = 48850/30 = 20 +7.5 = Rs. 1628.33 = 27.5 => Rs. 30 MINIMUM RENTAL Introduction to Marketing I Nikita Iyer I Samina Rahman I Samira Jain I SDM I NIDFixed cost for one bike per day = Rs. 162.8 = Rs. 163 2 hours 30 km = (20*2) + (1.5*30) = 40 + 30 = 73 => Rs. 75Bike rental (w/out petrol) = Rs 165 per day (10 hours)Bike rental per hour = Rs 16.5 per hour minimum* 5 hours 50 km = (17*5)+ (1.5*50) *to recover minimum fixed cost on bike = 85 + 75 = 160For shorter distances = Rs. 20For longer distances = Rs. 18 & Rs. 17 12 hours 100 km = (12*16.5) + (1.5*100) = 200 + 150Petrol cost = Rs. 70 per litre = Rs 450Bike mileage = 50 km per litrePetrol cost = Rs. 1.4 per kmCalculated/ charged at Rs. 1.5 per km for petrol
  16. 16. Duration Distance Rental Introduction to Marketing I Nikita Iyer I Samina Rahman I Samira Jain I SDM I NID 1 hour Less than 5 km Rs. 30 2 hours Less than 20 km Rs. 75 5 hours Less than 50 km Rs. 160the 12 Less than 100 km Rs 450Rental Extra Charges:Scheme Per Extra km = Rs. 2 Per extra hour = Rs 20
  17. 17. Introduction to Marketing I Nikita Iyer I Samina Rahman I Samira Jain I SDM I NID Physical media Digital media Print media (graphics on) Phat Phatia Website Posters in colleges Bike Social netwroking Postcards Helmets sites Ads in college Key chains a.Facebook magazines T-shirts b.Twitterthe Badges c.LinkedinPromotion Fridge magnets Bags Blogs Short Messaging ServicesStrategy E-mail (tie up with colleges) Special Packages Book more bikes-avail offers Get along another rider and get a km free!
  18. 18. What we relate to bike rides: Peace Introduction to Marketing I Nikita Iyer I Samina Rahman I Samira Jain I SDM I NID Thrill Fun Happiness Freedom Liberation Holidays Road tripsthe Sunny days ChillingBrand Relaxing SpeedIdentity Hair flying Wind through the hair Independent Convenience
  19. 19. the Brand Identity LogoIntroduction to Marketing I Nikita Iyer I Samina Rahman I Samira Jain I SDM I NID
  20. 20. the Brand Personality Jovial Adventurous Dependable Bold Happy Friendly Youthful EnergeticIntroduction to Marketing I Nikita Iyer I Samina Rahman I Samira Jain I SDM I NID
  21. 21. the Brand Essence “ Of the students, by the students, for the students ”Introduction to Marketing I Nikita Iyer I Samina Rahman I Samira Jain I SDM I NID
  22. 22. Brand positioning is a medium through which our organization portrays what it wants to achieve for our customers and what we want to mean to them. Phat Phatia provides our target customers , convenience, customized packages and solutions for all maintenance service needs. Introduction to Marketing I Nikita Iyer I Samina Rahman I Samira Jain I SDM I NID It intends to stay with the proposition of “Of the students, by the students, for the students”. Uniqueness of the Brand :the Novel idea of introducing non-geared bikes for rent to college studentsBrand Similarity with competitive brands :Positioning Competition exists only in the tourist market which includes issuing of bikes to visitors in that city Reasons for using our brand : Relatively cheaper than public transport Faster medium than walking upto a store during emergencies
  23. 23. Brainstorming: Introduction to Marketing I Nikita Iyer I Samina Rahman I Samira Jain I SDM I NID Unwind by zipping around-Unzip! Baiging!! Bye-king! Ngggggggg!!!!!the Like bikeBrand Phat-phatia/ Fat-fatiaCommunication
  24. 24. the Brand Communication VisualsIntroduction to Marketing I Nikita Iyer I Samina Rahman I Samira Jain I SDM I NID
  25. 25. the Brand Communication Posters to be put up in collegesIntroduction to Marketing I Nikita Iyer I Samina Rahman I Samira Jain I SDM I NID
  26. 26. the Brand Communication A page on highly popular social networking sitesIntroduction to Marketing I Nikita Iyer I Samina Rahman I Samira Jain I SDM I NID
  27. 27. the Brand Communication Business CardsIntroduction to Marketing I Nikita Iyer I Samina Rahman I Samira Jain I SDM I NID
  28. 28. Introduction to Marketing I Nikita Iyer I Samina Rahman I Samira Jain I SDM I NID Saving money tendency Too many people at once(law doest not permit triple sharing) Laziness Weather – Monsoon, heat, dust Pollution Bad roadsthe Non-drivers Non Licensed driversLimitations Control petrol theft
  29. 29. you ThankIntroduction to Marketing I Nikita Iyer I Samina Rahman I Samira Jain I SDM I NID
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