1. Dubai Metro MCM 353 Name: LujainRamiz ID:@24345 Professor: Mohammad Ibahrine
2. Introduction: The Dubai Metro is part of Sheikh Mohammed’s vision to strengthen Dubai as a leading city within the region, enhance its position as an international economic and financial hub, and finally improve its infrastructure.
3. Introduction: The Dubai Metro: -Cost AED28 billion to be built. -Is one of the safest metro systems in the world. -Consists of 47 stations, with each train accommodating 643 passengers.
4. Introduction: The Dubai Metro: -Has two lines: The red line and green line, each leading to different destinations around Dubai. -Consists of 3 compartments: The Gold Class, Women and Children Class, Silver Class.
5. Target Audience Analysis: -Males and Females . -25-45 years old. Primary Audience: -Business Personnel. -Students Secondary Audience: -Employees
6. Competitor Analysis: Since the Dubai Metro is a new product within the region, there are no direct competitors. Other public transport systems such as the public busses and taxis are most likely the only other competition. However, all the public transport systems fall under the RTA which aims at collectively strengthening the transit infrastructure, so it is not a direct competitor. Privately owned cars would be the only other major competition.
7. Current Perceptions: According to the CEO of Public Transport Agency, although the number of people using public transport systems has increased, it is still relatively weak in the city since people find it difficult to part with their privately owned cars which they drive at their own comfort. Technical glitches such as the train failing to run midway through the trip and also failing to arrive on time has been of deep frustration and concern for those who took the metro. Some passengers also stated that the ticket process was very confusing.
9. Problem Statement: The audience faces some concerns when it comes to the frequent glitches faced by the metro and particularly the ticket system which many find complicated. The audience needs to be educated thoroughly on how to utilize the Metro’s features, because their lack of understanding is an issue that is stopping many from riding it. When audiences are well informed about the services and are comfortable using it, the number of ridership should increase even more.
10. Communication Objectives: -To educate the target audience about the overall benefits of using the Metro -To educate target audience on how to use the services -To encourage the audience to use the Metro
11. The Offer: Student Package: The student package will be in the format of a student discount program. Students of certain universities will have to present their ID cards to which they receive a significant discount for their metro tickets. Since the metro station is located in strategic locations such as the American University of Dubai and Knowledge Village, it will give students an incentive to take the metro to and from their houses.
12. The Offer: Employee Package: In this package, companies will have the opportunity to choose from 3 sub-packages. In the first package, companies can purchase 20 tickets for which they will receive 1 extra ticket for free. In the second package, companies purchase 50 tickets, for which they receive 3 free tickets. In the third package, companies purchase 100 tickets, for which they receive 5 free tickets. Buying the packages also reduces the total cost of purchase and increases benefits.
