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

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?