Nisara Muni Segmentation

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Strategic Thinking class on muni rider stereotype. Fall 2009

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Nisara Muni Segmentation

  1. 1. Panhandlers Away - Strategy By Nisara Kittisangvara
  2. 2. What do people think about Muni? Muni is always available.
  3. 3. Muni’s Challenge Panhandler Attack
  4. 4. Muni’s the greater challenge Low engagement perception What does Muni stand for? Which Muni lines pass Lombard st.? How many lines does Muni offer? Less than 5 people can answer these questions.
  5. 5. Frequency Enthusiasm, Pride
  6. 6. Why people ride Muni? Accessibility Convenience Best Choice Affordability
  7. 7. What do they do while commuting on Muni? Book Cell Phone Eye Contact Music Own Space Own Tribe Negative Action Standing away Peer Acceptance Sitting
  8. 8. “I live my life on rhythm.” Music Lover
  9. 9. “I’ve got my bestseller with me.” B ook w orm
  10. 10. “Awww, . I’ve gotta tell Sarah about this.” Wireless Maniac
  11. 11. eat r S lde Ho “I belong to the front seat because I’m not one of them making trouble.”
  12. 12. “eww! Disgusting!” Pain sufferer
  13. 13. “how could these people be so relax.” Gate holder
  14. 14. “I look at them to scare them away.” Watcher
  15. 15. Hi Fave “Hey bro! what zup!”
  16. 16. Sense Acceptability k Boo Wireless worm Maniac Music Lover Watcher t Sea e ld Ho r Gate Pain sufferer holder Hi Fave
  17. 17. Strategy It’s your Community. What I am depends on your way looking at me, your setting volume listening to me, your acts that you treat me. I am built by every station you are up and every stop you are down..

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