Literature review on Role of Marketing in Indian Railways

1. Literature Survey
Literature surveyisveryimportantandsecondarysource of data whichhelpsinbuildinguponthe
alreadyavailable knowledge.Before e undertakingthe extensiveresearchworkitwasimportantto
rummage throughthe alreadyavailable data,informationand knowledge fromthe available source
to the extentpossible.
Annual Report& Accountsof IndianRailwayshasbeenagreat source of informationaboutthe
currentscenarioof its BusinessAffairs.Itcoversalmosteveryaspectsof IndianRailways’business
activities.Byanalysingthe datapresentedinthisdocuments,approximatepicture orsnapshotof
the businessenvironmentcanbe captured.ItprovidesinformationaboutOrganizational Structure,
Finances,Passenger&FreightBusiness,RollingStocks,Financial Statements&OperatingStatistics
and manyotherinformation.
A reportof UnitedNation’sbodythe “EconomicandSocial CommissionforAsiaandthe Pacific”
titled“Marketingthe RailwayproductinAsiaandPacificRegion”isa verycomprehensive and
insightful piece of documentswhichprovidesGuidelinesfordevelopmentof aMarketingCulture,
SystemsandPracticesinthe RailwaySystemsof the regionmentioned.Thisreportisbasedonthe
studyof entire ecosystemof Railwaysoperationsinthe regionandrecommendsthe marketing
solutionstoaddressthe challenges.
It alsosuggestsmarketinguse of the marketingtoolssuchas7 Ps of MarketingMix andalso the
conceptof the Market segmentationinRailways’perspective andidentifieskeyissuesandtriesto
findoutprobable solutions.Itidentifiesaviciouscircle of underfundingthatrailwaysare facing.It
alsostressesuponthe needof marketinginthe corporate planningtoovercome the challenges.It
proposesacomprehensivecorporate planningwithdefinedelements.Italsonegatesprivatizationas
the solutionforenhancingeffectivenessof railways.5AnotherdetailedreportonState of Indian
railwaysbyanalystMs. Prachee Mishrafrom PRSLegislative Researchobservesthatbusinessas
usual isnot goingto sustainthe IndianRailways.ThisreportidentifiesthatIndianRailwaysfinances
and infrastructure investmentsare stuckina viciouscycle.The reportrecommendsthatthe
organizational structure of Indianrailwaysisinneedof anoverhaul.The studydelvesdeepintothe
financial andoperational performanceof IndianrailwaysandobservesthatIndianrailways
accountingsystemdoesnotcreate any distinctionbetweenthe commercial andsocial rolesof Indian
railways.Itgoesonto say that Railways’abilitytoinvestincapital expenditure isdecliningand
consequentlyRailway’smarketborrowingsisincreasing.
Further,poorinvestmenthasresultedinadecline of IndianRailways’share acrossall transport
modes.Anotherreport,available asopensource oninternet,summarisesthe IndianRailway’svision
to become keydriverof India’sgrowthanddevelopmentbyfollowingthe missionof becoming
financiallycompetitive,safe,eco-friendlyandcaringforitscustomersand employees.It talksabout
creationof three timesbiggerandeconomicallyviable IndianRailways,ensuringeverytrainjourney
for Indiancitizenisapleasurable experience,makingIndianRailwaysthe preferredfreightcarrierin
India,significantlyimprovingnon-fare revenuesthroughadvertisingandreal estate development
and movingtowardsnearzerofatalitiesonIndianRailways.A presentationbyNational Academyof
IndianRailways(NAIR),availableasopensource oninternet,presentsonRailwaysMarketingand
Corporate Plan.Itlistsout the reasonsforenteringintothe international market,modesof entry,
requirementsforenteringinternational marketingandgovernmentspolicies.Goingonfurther,it
discussesmarketingstrategiessuchasMarketingMix,Market Segmentation,MarketSelectionand
Mega marketingtoenhance financial performance of Indianrailways.Italsorecommends
requirementof aparadigmshiftinorganizational culture fromProductCentrictoCustomerCentric.