Shivaji Travels, a public bus operator in Mumbai, needs to reposition its brand as it has lost trust over time. The document outlines a plan to modernize Shivaji's fleet and operations to improve efficiency, safety and customer experience. Key points include upgrading to air conditioned buses with comfortable seating, free WiFi, and safety features like seat belts and driver partitions. A new uniform and trained staff will improve customer service. Advertising, discounts for students and improved routes will promote the brand's vision of being Mumbai's preferred and most reliable bus service.

1. Client : SHIVAJI Travels
Job Profile: Repositioning the
Brand

2.  Shivaji Travels. A Public sector undertaking
running bus services in Mumbai has been
rendering efficient services to commuters
since its inception (1961).
 Role model for its counterparts operating in
other cities during the time of inception,
 Today the company needs a repositioning.

3.  Innovative policy based initiatives in state
public transport
 Various pilot reforms to enhance operational
efficiency
 Growing potential of technology applications
 Wide reaching and successful strategies in
branding and marketing approaches

4.  City Chosen: Mumbai
Mumbai has an estimated population of 13 million making it as the
second most populous city in the world. Mumbai is the commercial and
entertainment centre of India, generating 5% of India's GDP. An important
centre of commerce, it is home to important financial institutions and the
corporate headquarters of many Indian companies and numerous MNCs.
Public transport in Mumbai involves the transport of millions of its
citizens by train, road and water. Over 88% of the commuters in Mumbai
use public transport. Mumbai has the largest organised bus transport
network among major Indian cities linking literally nook and corner of the
city. Every day 40 lakhs Mumbaikars take the buses run by the BEST
(Bombay Electric Supply and Transport) Company.
Mumbai is witnessing tremendous population growth, spatial evolution of
residential and employment concentration, resulting in a significant
change in how people move. As the mobility needs of the population
change, it is important that the transport system responds effectively.
Thus, our initiatives are focused on upgrading and modernising of Shivaji
fleet of buses.

5.  Segmentation
All Mumbaikars travelling everyday in bus.
 Targeting
Middle Class, Upper Middle Class and some percentage
of Higher Class.
Socio-Economic Strata
5729
14
Middle Class
Upper
Middle Class
Higher Class
Our studies and trends indicate that the
city bus will continue to be the backbone
of urban mobility

6. 2
9
26
15
48
Senior Citizens
Home Makers
Students
Senior Workers
Working Class
(23yrs-45yrs)
Demographic Profile

7.  Positioning
Since 1961, Shivaji Travels has stood for commuters comfort.
With changing time and aspirations of burgeoning middle-class,
we propose to position Shivaji Travels as a safe and reliable
travel partner. We also aim to re-establish the trust which had
been lost with the passage of time. Thus, our vision is now to
improve the efficiency and enhance the attractiveness of Shivaji
Travels.
Values
Safety, trust, punctuality, convenience, comfort and reliability
Vision
To be the preferred travel agency of Mumbaikars and effectively
respond to the population
Mission
To meet the commuters demand in terms of passenger
satisfaction, driving safety and total economy by offering a first
class, convenient service and using our local knowledge

8. 1. Road accidents, some of which were fatal
2. Lack of courtesy shown by staff
3. Overcrowding of the bus by the crew
4. Abandoning of the bus by the crew in the
middle of the road
5. Bus crews indulging in races with other
buses on the same route.
6. Altercations between bus crew and the
student community.

10. 1. Road accidents due to over-speeding, racing, callous
attitude of the driver, violation of traffic norms, lack of
trained drivers.
Alternatives to promote safe driving and prevent accidents
HR
•Careful
selection &
training of
drivers
•Incentive
programs to
reward god
performance,
progressive
discipline for
adverse
performance
Management
•Accident data
tracking and
analysis
•Public and
Passenger
education,
Safety
Instruction
•Conducting
Safety Audits
right checks
frequently
Operations
•Installation of
cameras on
the buses to
increase safety
•Installation of
seat belts on
every seat
•A partition
between the
driver and the
passengers

11. 2. Measures that should be taken to make
the journey of our commuters pleasant
Driver’s Selection & Hiring
•Background verification
and referral programs
•Driving tests and
personal interviews to
attract competent
drivers
•Appointing Women as
Conductors
Driver Training
•Through role playing
exercises, embedding skills
into behavior patterns
•Greeting passengers
•Taking initiatives to
provide information
•Guiding confused,
distressed, disruptive
passengers
•Dealing with service
disruptions and delays
•Managing unexpected flow
of passengers
•Responding to different
needs of passengers
•Training in basic first-aid
and fire safety
•No consumption of drugs
and alcohol while on duty.
Other Changes
•Revamping the Uniforms to
instill confidence and pride
in the bus crew
•Updating the website and
launching a mobile
application to provide a
forum for feedback,
complaints or further
information
•Meet our ‘Manager
Program’

12. 3. Alternatives for preventing over crowding
Increasing service frequency
Increasing seating capacity in the new fleet of
buses
Accountability of the conductor if bus is over
crowded as seen through the camera. (use of
Conductor Credits)
4. Measures controlling the problem of staff
abandoning the bus
Smart phones with GPS System installed to track
the locations of the drivers and the vehicles
 Setting up of call centers and provision of toll
free numbers for passengers in case the bus
stops anywhere
5. Setting of speed limits and accountability
of the driver if the speed is exceeded

14. Tagline:
Safe and Reliable…
A Commuter’s Delight

15.  Product
EXTERIOR:
 Colour code
◦ Background: Orange.
REASON: The colour orange radiates warmth and happiness,
exactly what we promise our commuters. Also, being a bright
colour, it will have greater visibility on the roads, especially in the
night time.
◦ Design: Blue.
REASON: Blue stands for trust, honesty and loyalty.
 Digital name plate
◦ Must contain name and bus number
◦ Should specify details of the route it covers
◦ Fluorescent outlining throughout the bus for safety of pedestrians

16. INTERIOR:
 Structural details:
◦ White interiors for a fresh appeal
◦ Air conditioned bus
◦ Blue curtains to add to the luxury appeal of the bus
◦ Seating capacity: 50
◦ Partial partition between driver and commuters
◦ Comfortable blue reclining seats arranged in pairs
◦ Automated doors
◦ Baggage cabins for keeping extra baggage
◦ 4 seats to be reserved for senior citizens and 4 seats to be reserved for
physically handicapped citizens and 2 for pregnant women
◦ Supportive rods and handles to avoid accidents while moving in a running
bus
◦ Emergency exit
 Additional facilities:
◦ Free power
◦ Safety seat belts
◦ In-house newspapers and magazines in seat pockets and water bottle
holders
◦ Automated announcements about route details

17. Bus Interior
Bus Exterior: Side View
Bus Exterior: Front View

18. ◦ Personal lights for commuters in the night time
◦ Emergency red button for stopping the bus
◦ Helpline number to help commuters in case of any
complaints
◦ First aid box and water supply
 Male Staff Uniform details
◦ Orange shirt, blue trousers, blue blazer (AC bus,
remember?)
◦ Orange cap with company logo only for the driver
◦ Blue tie
◦ Name plate to be worn by driver and the conductor
including the bus number they are in charge of
◦ Black sport shoes for comfortable driving
 Female Staff Uniform details
◦ Orange Kurti, blue Churidaar and blue Dupatta
◦ Black sport shoes
◦ Name plate to be worn by the conductor including the bus
number she is in charge of

19.  Price
Shivaji Travels does not compete on Price, they
compete on service. Additionally, the target market
is not price sensitive. To a large degree price is
irrelevant as long as it is reasonably proportional to
the services offered.
Off-board fare payment: reduce bus waiting
times
 Bus Network
Active in Mumbai. Categorized into 4 major types
and routes which are Regular, Express, AS Route &
running in and around boundaries of Mumbai

20.  Sales Promotion- Special Student Discounts that
can be availed on showing the conductor their
Student ID Cards.
 Advertising-
 Engagement strategies include social media use
like Facebook and Twitter, specialised focus
group sessions, and free trial runs, which are
able to create continuous focus on the project.
 Advertising before the launch in the local
newspapers and regional channels.
 Tie-ups with the local tour and travel agencies
 Company hoardings at the main bus stops where

21. Hoardings over Bus Stops
Shivaji Travels
Hoardings

22.  Public Relations-
INTERNAL PR:
 Driver of the month’s photograph to be printed
in the in-house newspaper or magazine
 Regular bonus for drivers who do not have any
complaint against them
 Assured bonus for staff during festivals
 Two Sundays off every month for staff (keep
stand-by drivers and buses)
 8 hour shifts for driver every day. This means
two shifts per day.
 Covering driver’s insurance
 Once a year sponsored picnic for staff with
their families
 Free phones to be provided to staff for calling
the office, etc.

23. Branding, marketing and communicating are three
critical components to augment public transport
outreach. Information about new systems or
changes to systems must be communicated
precisely to the public in order to have a good
chance of success
 EXTERNAL PR:
 Pre-event:
◦ Article placement in DainikJagaran, LokSatta and Times of
India (media indicated)
◦ Three Revamped buses with banners on them roaming the
city to create required buzz
 Event:
◦ Inauguration ceremony with the Road and development
minister of Maharashtra
◦ Press conference with the CEO
◦ Source of Revenue: Advertising other line bus services in
our bus by using their labels on the handles and also in our
in house newspapers and newsletters.

25. Thank
You