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BikeMi Expansion Marketing Plan

A comprehensive marketing and communications plan for the expansion of the bike sharing service in Milan, Italy.

BikeMi Expansion Marketing Plan

1 of 16
bikeMi Expansion Plan
Marketing Plan by
Jo Patroni, Nesreen Ramadan, Michelangelo
Secchi and Bernadette Gutmann
INTRODUCTION
WHY WE CHOSE THE PRODUCT                WHAT WE EXPECT
 Underserved - room for expansion       Increase use of bikeMi and
 Inspired by successful expansion in     improve tourism in Milan
  other EU cities                        Create a new value of seeing
 Positive Externalities                  Milan in different way,
                                         New kind of experience
                                         Make the bikeMi more
                                          fashionable in a way to attract
                                          visitors
                                         Improving city image
GAP ANALYSIS
Everyday in Milan: 70 000 tourists, 200 000 Commuters, 1.3 m Inhabitants
100%
                        Finance restricted
 90%
 80%
 70%
 60%                    Laziness, lack of safety and
 50%                    comfort
 40%
 30%                    Physical
 20%                    ability, distance, station
 10%                    locations, payment
                        method, awareness
   0%
DETAILED SEGMENTATION

Potential       Duration of   Destination      Expected           Kind of
                   Stay                         Benefit           Visitors



                  Long Term
                                                   Safety
                              Moving outside                                      BIKE MI
 All visitors
                                 Center
                                                                                    for
                 Short Term
                                               Experience/Fun
                                                                  Art/Culture     Tourists
                               Moving inside                       Tourists
                                 Center

                                                                 Event visitors

                                                 Flexibility

                                                                Study/Education
WHAT WE ARE OFFERING
   Facilitating the Access
   Better way of Communication
   Price easy Payment
   Increasing stations in different Places
   Create Partnerships
   Rebrand the Product
HOW WE ARE OFFERING IT - THE MARKETING MIX
   We want to provide a service for tourists in relation with partners
    who can cover price related problems (deposit) in order to provide a
    easier access to the service.
   It is important to promote the service through a strong
    campaign, rebranding and to develop “full-tourist-packages”.
PARTNERSHIPS


                       Government
        Intermediary      and
                        Agencies



          Tourism
                       Promotion
          Network
Ad

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BikeMi Expansion Marketing Plan

  • 1. bikeMi Expansion Plan Marketing Plan by Jo Patroni, Nesreen Ramadan, Michelangelo Secchi and Bernadette Gutmann
  • 2. INTRODUCTION WHY WE CHOSE THE PRODUCT WHAT WE EXPECT  Underserved - room for expansion  Increase use of bikeMi and  Inspired by successful expansion in improve tourism in Milan other EU cities  Create a new value of seeing  Positive Externalities Milan in different way,  New kind of experience  Make the bikeMi more fashionable in a way to attract visitors  Improving city image
  • 3. GAP ANALYSIS Everyday in Milan: 70 000 tourists, 200 000 Commuters, 1.3 m Inhabitants 100% Finance restricted 90% 80% 70% 60% Laziness, lack of safety and 50% comfort 40% 30% Physical 20% ability, distance, station 10% locations, payment method, awareness 0%
  • 4. DETAILED SEGMENTATION Potential Duration of Destination Expected Kind of Stay Benefit Visitors Long Term Safety Moving outside BIKE MI All visitors Center for Short Term Experience/Fun Art/Culture Tourists Moving inside Tourists Center Event visitors Flexibility Study/Education
  • 5. WHAT WE ARE OFFERING  Facilitating the Access  Better way of Communication  Price easy Payment  Increasing stations in different Places  Create Partnerships  Rebrand the Product HOW WE ARE OFFERING IT - THE MARKETING MIX  We want to provide a service for tourists in relation with partners who can cover price related problems (deposit) in order to provide a easier access to the service.  It is important to promote the service through a strong campaign, rebranding and to develop “full-tourist-packages”.
  • 6. PARTNERSHIPS Government Intermediary and Agencies Tourism Promotion Network
  • 7. ONE STRATEGY FOR PUBLICS ATM Intermediaries Final Users (Targeted Segments) Hosting Services Art & Culture Tourist (Hotel, B&B, Hostels) ATM (Clear Channel) Students Hosting Services Education Tourist (Dorms, Agencies) Events Production Event&Fair Tourist Agencies
  • 8. PRICE – COST & PRICES • Fixed costs: bike, bike station, bike station maintenance, infastructure, (GPS) • Variable Costs: bike maintenance, • Cost strucure: not proportional to number of users (increase by addition of bike station) Actual Service Cost Coverage Condition of Service 0/30 min Free 30min/2h 0.50 1 more hour 2.00 30% Fees (€) 70% Season Weekly Daily Fee 36.00 6.00 2.50 Deposit 150.00 150.00 150.00 Fees
  • 9. PRICES & STRATEGY PRICE FOR FINAL USER Final User Hosting Services Student Services Agencies PASS Daily/Weekly Yearly Yearly Weekly Subscription Free 36.00 25.00 6.00 Deposit NO 150.00 150.00 150.00 Bonus&Promoti na 4+1 9+1 4+1 ons 6 months free Condition of service PRICE FOR INTERMEDIARY 0/30 min Related to Free Free Free Intermediary 30min/2h Related to Free 0.50 Free Intermediary 1 more hour Related to 1.00 € 2.00 2.00 Intermediary Payment Same Credit Credit Credit method used Card/Phone/ Card/Phone/ bank Card/Phone/ bank to pay bank account account account intermediary
  • 10. PLACE – WHERE TO ACCESS BIKEMI • Stations are not more than 300 meters apart from each other • Providing all touristic places with bikeMi stations nearby • Providing all universities and colleges with bikeMi stations nearby • Providing partners with stations nearby • Expansion to 90/91 area • “Adopt” bikeMi stations
  • 11. PLACE – BIKEMI ACCESS VISIBLE • Make terminals visible through involvement of “potential users” • New Logo – new places – “catchy” places – suitable to different locations • Technical opportunities for additional uses Design Your Stations
  • 12. POLICY & PURSE-STRINGS EC Directive to reduce air pollution Intermodality improvement by lobbyists Fiscal policy that gives incentives to cities with Road / Cycle Safety Functioning lobbying greater decrease of group on European pollution Short Term – Road level supports cities in Rules in Italy “lax” introducing bike- friendly measures
  • 13. PRODUCT – CREATING BRAND AWARENESS MI Milan for Tourists – See the city by bikeMi
  • 14. SELECTION OF COMMUNICATION STRATEGIES SMART OBJECTIVES STRATEGY FOCUSING MATRIX Create Increase partnership number of with 10 art/culture tourist tourists using accommodati bikeMi by on facilities 20% within 8 within 8 months months Cost/Effort/Difficulty Strong Partnerships – Expansion of bikeMi Service
  • 15. COMMUNICATION PLAN Phase 1 (0-4 months) - Promotion/contact intermediaries - Building partnerships with Hotel Associations and Chains - Contracting with min 10 intermediaries Phase 2 (1 year) - Experiment on focused target - Involve Event Agencies - Promotion through web - Promotion through intermediary Phase 3 (after 1st year) - Control on results Experience Milan by Bike - Mass pull campaigns - Blogs
  • 16. Q&A?

Editor's Notes

  1. Push / getting the product directly to hotels, intermediaries, etc. Mass pull – airport posters