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Graduate Capstone Project: Moovel
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Graduate Capstone Project: Moovel

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Proposing a marketing communications plan for Daimler to enter the digital application market in the USA.

Proposing a marketing communications plan for Daimler to enter the digital application market in the USA.

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Transcript

  • 1. FROM THE PAST... 1800s 1983 1990s
  • 2. TO THE PRESENT...
  • 3. NEW TRENDS
  • 4. TRENDS
  • 5. WHO IS MOOVEL?
  • 6. WHERE WE STARTED... • • • • • • Transportation systems Market fit (Mindset) Market size Regulations and State’s policy related to transportation Technology compatibility Competition
  • 7. ESTABLISH WHERE... Modes Cities Subway/Metro Train Ground Trolly/tram Taxi Bus Amtrak Air Airport Ferry Water Cruise Water Taxi Bicycle Alternatives Scooter Skateboard Walk Zip car Car2Go KEY: 13 Cities evaluated Transit Modes Amtrak: Acela Express NYC San Fran Boston DC Philadelphia Chicago Seattle Baltimore Portland Alberta Vancouver Toronto Montreal
  • 8. Top 3 Cities Total Population % of millennials Modes of Transit New York 8,244,910 32 8 Boston 4,628,910 36.46 8 Washington D.C. 5,700,000 37 11
  • 9. AMTRAK - ACELA EXPRESS
  • 10. COMPETITORS
  • 11. MILLENNIALS Stanley
  • 12. REVOLUTIONIZING URBAN MOBILITY
  • 13. EVALUATION KPIs: •500,000 Downloads of the Moovel Mobile App. •25 Million Trips routed through the Moovel App. ONLINE ADVERTISING: •500 Million Ad Impressions through Banner and Facebook Ads •2 Million Unique Visitors to the Website •800,000 Facebook Likes on the Moovel Page •50,000 Twitter Followers of @Moovelen
  • 14. BUDGET ITEM Production cost TOTAL 128,419 Media cost: Online advertising 1,872,500 Social media advertising 1,171,650 OOH 882,750 3,926,900 Net total 4,055,319 Tax 7% 283,872 Total 4,339,191
  • 15. REVENUE PROJECTION Transit New York City Boston Washington, D.C. Acela express (D.C./NY/BOS) Annual Ridership 1,640,000,000 400,185,000 343,969,630 3,379,000 8,200,000 2,000,925 1,719,848 16,895 Increase ridership by 0.005% Total Average ticket price MTA ($2.5) 20,500,000 MBTA ($2.5) 5,002,312 WMATA ($3) 5,159,544 Amtrak ($60) Flat fee 2% 1,013,700 410,000 100,046 103,190 20,274 633,610
  • 16. FINAL RECOMMENDATION • Enter New York City, Boston, and Washington, D.C. • Amtrak, Public Transportation, Car Sharing, Hailo Cab, Bike Sharing • Ongoing, Continuous Campaign FUTURE • Incorporate Carbon Emissions • Integrate into navigation systems • Expand to Vancouver, Montreal, and Seattle • Look to partnering with small business freight
  • 17. “Revolutionizing Urban Mobility”