Marketing Plan for a new app - YesMetro

1. YesMetro
Changing the way you travel

2. YesMetro
No need of physical tokens or smart cards

3. The app will
use NFC
technology
for mobile
ticketing

4. How will this app benefit customers?

5. No need to buy tokens
• The app will interact with the token gates
• Convenient replacement of Metro Card/Tokens

6. Add money to your DigiWallet anytime and anywhere using the app
DigiWallet
No payment failures! Attractive Offers!

7. Keep a record
of all your
transactions !

8. Access to all your travel details with time

9. Dynamic
and
offline
maps

10. Real time
arrival
data

11. Favorite sections for riders to
customize their Metro Experience

12. Customer Assistance and Help

13. Route
between
stations
Station
information
Nearest
metro
stations

14. Feedback and complaints
forum

15. Metro Transit Watch
Quick and easy way to communicate directly to DMRC
about suspicious activity or quality of ride problems

16. Women Safety Portal
Report any misbehavior directly to DMRC for instant action

17. Service Class Business Class
Students Unemployed
Service Class
commuters, Students
and Business Class
commuters
(94.3% of the total
commuters)

18. age < 20
20 < age < 30
30 < age < 40
age>40
Marketing targeted on the customer’s between the age
20 and 40 years because
• They form 80% of the commuters
• Most active smartphone users

19. 0
0.5
1
1.5
2
2.5
3
2012-13 2013-14 2014-15 2015-16 2016-17
2012-13
2013-14
2014-15
2015-16
2016-17
Growing customer base
Ridership to reach an average of
3 millions/day in 2018

20. Smart Card
Users
Tokens
• To reach 100% of
the Smart Card
Users
• And 75% of the
token buyers

22. • Easy Travel
• No need to carry Smart Cards/Tokens
• No need to stand in long lines for tokens
• No worries of losing the metro card
• Record of all the transactions
• Real time arrival data
• Detailed information of metro routes and stations
• Security
• Response to your complaints within 24 hours
• Luxury to board the train at the last minute
• Freedom to terminate the journey without pre- planning

23. • 10% discount on every fare
• Option to customize app according to user’s choice
• Cash back and promotional offers

24. PRICE
App Download - FREE
Premium Version - $ 0.75

25. PLACE

26. PROMOTION

27. Advertising inside stations and train
coaches
Cash back offers
Gift vouchers of food outlets located
at metro stations
YesMetro Week

28. Competitors – Metro apps
POP
Route between stations
Station Information
Nearest Metro station
Tour Guide
POD
Mobile ticketing
Record of all transactions
Record of travel history
Check balance in DigiWallet
anytime anywhere
Easy Transaction
Metro Transit Watch
Complaints and feedback

29. Sources of Revenue
Premium Version
No of downloads
Advertisements
Tickets sold

30. ACTION PLAN

31. Prepare a proper Report and an overview of the app
Present the app to DMRC
Start with a trial by launching the system in 5
stations : Rajiv Chowk, Rajendra Place, Seelampur,
Pitampura and Nehru Place
Introduce the digital system in a phased manner at
all metro stations
After 2 years ofsuccessful operation in Delhi,
expand to other metropolitan cities
Employ extensive marketing strategies

32. Benefits for DMRC
1. Faster transport as no queues for ticketing
2. Low maintaining cost
3. Less chaos
4. Ease of transaction
5. Less time and effort required in managing
cash/token counter
6. Safety – Less crowd so safer during festivals
7. Increase in Revenue - more convenient and
better services for customers

34. And at least 60,000 PREMIUM users

36. Created by Aditi Garg, DTU, during a marketing
internship under Prof Sameer Mathur, IIM Lucknow