The document provides details about the Delhi Metro Rail Corporation (DMRC), including its evolution, services offered, pricing strategy, market segmentation, process flow, and strategic moves. Some key points: - DMRC was established in 1995 and opened its first line in 2002, revolutionizing mass transit in Delhi. - It now operates over 213 km of metro lines serving 160 stations, with plans to expand further. - DMRC offers various services like travel cards, parking, feeder buses, and a mobile app to facilitate passenger travel. - Future phases of expansion are planned to provide metro access within 0.5 km for all Delhi residents.

2. Presented By:
Aakash Saxena
Arjit Parashar
Arun Singh
Ashutosh Kalra
Jeetu Tilwani
Priyank
Rohitashwa Chauhan

3. Evolution of DMRC
Array of Services
Pricing Strategy
Segmentation and Targeting
Flower of Services
Process Flow
Strategic moves by DMRC
Conclusion

4. • Modern Metro system introduced comfortable, air
conditioned and eco-friendly services for the first time in
India.
• It completely revolutionized the mass transportation
scenario not only in the National Capital Region but the
entire country.
• The Delhi Metro Rail Corporation Limited (DMRC) was
registered on 3rd May 1995 under the Companies Act,
1956 with equal equity participation GNCTD. 4

5. 5
• The DMRC opened its first corridor between Shahdara
and Tis Hazari on 25th December, 2002.
• Subsequently, the first phase of construction worth 65
kilometers of Metro lines was finished two years and nine
months ahead of schedule in 2005.
• Since then the DMRC has also completed the
construction of another 125 kilometers of Metro corridors
under the second phase in only four and a half years.

8. 8
• Presently, the Delhi Metro network consists of about
213 Km with 160 stations along with six more stations of
the Airport Express Link.
• The DMRC today has 216 train sets of four, six and
eight coaches.
• The network has now crossed the boundaries of Delhi to
reach NOIDA and Ghaziabad in Uttar Pradesh, Gurgaon
and Faridabad in Haryana.

9. 9
• According to a study, Delhi Metro has helped in
removing about 3.9 lakhs vehicles from the streets of
Delhi.
• In the present phase of Delhi Metro’s construction, the
DMRC is in the process of building another 159
kilometers of Metro lines.
• It has also set up roof top solar power plants at many of
its stations.

11. Line First
operational
Last
Extension
Stations Length
(km)
Terminals
Red Line December 24,
2002
June 4, 2008 21 25.15 Dilshad Rithala
Garden
Yellow Line December 20,
2004
September 3,
2010
34 44.65 Jahangir HUDA
Puri
Blue Line
December 31,
2005
January 8, 2010
October 30,
2010
July 11, 2012
44
6
50
6.25
Noida Dwarika
City
Centre
Yamuna Anand
Bank vihar
Green Line April 3, 2010 -0-
15 18.46 Inderlok Mundka
Violet Line October 3,
2010
January 14,
2011
15 20.04 Central Secre- Badarpur
Tariat
Airport February 23, -0- 6
22.70 New Dwarika
Delhi

12.  Air-conditioning and ventilation system for
environmental control of stations and tunnels.
 Automatic ticket vending and checking system.
 Automatic door opening / closing .
 A public address system is provided on the trains to
announce approaching stations.
12

13. 1. Commuting
2. Travel Cards
3. Tourist Cards
4. Parking facilities
5. Facilities for women passengers
6. Feeder Buses
7. Airport Express Line
8. Delhi metro mobile app.
9. Eating Joint

14. Pricing Strategy followed by DMRC
• Very low pricing for the
same market for a long
period
• Penetrating pricing
policy
Time Zone Fare (in INR) Time limit
01) Up to Rs. 18 65
02) Up to Rs. 23 100
03) More than Rs.
23
180

15. SEGMENTATION AND
TARGETING OF MARKET

16. GEOGRAPHICAL SEGMENTATION OF MARKET
North-West
23%
South
19%
West
17%
North-East
15%
South-West
14%
East
12%
Area wise distribution
Undifferentiated
Targeting Strategy

17. DEMOGRAPHIC SEGMENTATION
(INCOME WISE) OF MARKET
HIGH
CLASS
MIDDLE
CLASS
(HIGHER)
MIDDLE
CLASS
(LOWER)
LOWER
CLASS
(BPL)
Concentrated
Targeting Strategy

18. DEMOGRAPHIC SEGMENTATION
(AGE WISE) OF MARKET
• TOTAL POPULATION = 16,753,235
0-14
32%
15-24
21%
25-39
26%
40-59
16%
60+
5%
Population Age Wise
Undifferentiated
Targeting Strategy

19. Segmentation & Targeting
• Main market segmentation of DMRC is on the basis
of Geographical location of Delhi NCR
• Various routes and lines are there for every segment
of the market
• Over 2 million people travel daily out of 16.7 million
• Undifferentiated marketing strategy
• Specifically target Middle class income group

20. Core
Product
Information
Order-taking
Consultation
Expectations
Safe Keeping
Hospitality
Payment
Billing
FLOWER OF SERVICES

21. SPEEDY
COMMUTING
CORE PRODUCT

22. INFORMATION
Enquiry Counter
Information guides/books
Pictorial flowchart of route/Maps
Electronic Boards
Through Websites
Through 24 hour DMRC helpline number
Price indicated on the map

23. ORDER TAKING
Token System
Smart Card

24. BILLING
Machine display of amount due
Token Vending Machine
Add Value Machine

25. PAYMENT
Credit Card
Cash
Automated deduction from smart cards

26. CONSULTATION
Enquiry counters/customer relationship assistant
Service personnel working at metro stations
Customer grievance redressal system

27. HOSPITALITY
Lifts and Escalators
Ramps
Wheel chairs
First Aid box
Eating Joint
Special toilets and washrooms
Shopping Avenues

28. SAFEKEEPING
CCTV
Security personnel
Fire alarms
Door Size Metal detector
Baggage metal detector
Safe escalators
Safe coaches

29. EXCEPTIONS
Service personnel manage the passengers during rush hours
Provision of extra Metros during odd situations

30. Service-Performance Process
(Service Blue Print)
30

31. Description
• Service-Blueprinting is a service planning help
tool. (Graphically-presented)
• It can be used for developing new innovative
services as well as for improving existing
services.
• The method is also appropriate for ensuring
the quality of service processes.
• It can also be used for new employee training
or for showing clients a service cycle overview.
31

32. Contd…
• In each process step, contact points between
client and firm become visible.
• It is possible to identify failure points and
discover areas for innovation as well.
32

33. Blueprint components
• Customer actions
• “Onstage” contact employee actions
• “Backstage” contact employee actions
• Support processes
33

34. CUSTOMER
ON
STAGE
BACK
STAGE
CONTACTPERSON
SUPPPORT
PROCESS
REACHES
Station
Collect
Tickets
Securi
ty
Check
WAITS
FOR
Train
@
Platform
BOARDS
Train
Takes
His
Seat
ARRIVES
DESTINAT
ION
Come
Out of
Station
Employee
Perform Security
Checks (LUGGAGE &
Passenger)
EMPLOYEE
ISSUES
Tickets
Loco Pilot
Control The
Train
Train &
Security
Systems
Electronic
Display
System
BRAIL
SCRIPTERS
Digital
Route
Maps
Ticket
Vending
Machines
Transections
Interface
WAITS
In
Queue
Conveyer
Belt &
Escalators
Metal
Detectors
Customer
Care
Surveillance
Team
Core
Information
Sever
CATC
(ATO, ATP,ATS)
Line of Interaction
Line of Visibility
Line of Internal Interaction
34

35. Service Failure Points
• Queue for Tickets & Boarding
• Train Arrival & Travel Time
35

36. Overcoming The Failure
• Improve Information System
• Trained Staff to handle exceptional instances
• Service Innovation
– More Payment options
Eg. Self Ticket points
Smart Cards
36

37. STRATEGIC MOVES BY DMRC
ENVIRONMENTAL
STRATEGIC MOVE
MARKETING &
FINANCIAL
STRATEGIC MOVE
HR
STRATEGIC MOVE

38. ENVIRONMENTAL
STRATEGIC MOVE

39. s
Environmental Compensation: For every tree being cut,
compulsory afforestation of 10 trees
Impact : This was one of the important moves taken by
DMRC authorities from the environmental point of
view. DMRC ensured that development of metro should
not take place at the cost of environment.

40. MARKETING &
FINANCIAL
STRATEGIC MOVES

41. Branding: Renaming of Stations located in NCR Region such
as from MG Road to Syska LED MG Road, Noida City
Centre to Wave Noida City Centre etc.
Impact : This Branding model was adopted to increase the
revenue streams of DMRC. According to reports, This
renaming of stations earned DMRC Rs. 2 Crore per annum
per station.

42. Advertising: Bare bodies of Delhi metro tokens wrapped by
micro advertisements
Impact : This provided an attractive destination to the
providers for wide publicity.

43. Tie-up :DMRC went overseas, tapping the Japan Bank of
International Cooperation for loans to cover 60% of the
cost.

44. Pricing Collaborations : Allowing smart card users to use
their cards at Airport Express Line as well.
Impact : This move was taken as the Airport Metro link was
incurring a loss of Rs. 4 crore per month due to less
ridership. It has ensured that passengers travelling To
Terminal 3 or Terminal 1-D take metro route rather than
paying heftily for Taxi or any other mode. Airport Express
Line since then has attracted a lot of passengers and profit
has substantially increased.

45. HR STRATEGIC
MOVE

46. Corporate Clock : Punctuality is a must. Contactless
computerized system monitors arrival/exit of staff.
Impact : Employees are more punctual. All staff report to
duty at 9 A.M. sharp

47. The Airport Express link between the Indira Gandhi International Airport and
New Delhi has now propelled Delhi to the league of global cities which have high
speed rail connectivity between the city and the airport.
The Delhi Metro has also contributed tremendously on the environment front
by becoming the first ever railway project in the world to claim carbon credits for
regenerative braking.
DMRC has also been certified by the United Nations (UN) as the first Metro
Rail and Rail based system in the world to get carbon Credits for reducing Green
House gas emissions as it has helped to reduce pollution levels in the city by 6.3
lakh tons every year thus helping in reducing global warming.

48. 48
2021 promise: Access to a Metro in city
every 0.5km (Delhi Metro Phase III and IV)
After completion of Phase II of construction by the end of this month, Delhi Metro
network will cover an impressive 190km in the capital. But those who haven't been
included in the Metro map needn't worry. With two more phases already in the
pipeline, the Metro masterplan for 2021 envisages bringing the Metro within half a
kilometre reach of every Delhiite.
The next phase of construction, Phase III, will add another 69.57km of Metro
through six new corridors. The corridors include
• 25.66-km line from Anand Vihar to Dhaula Kuan of which 12.52km will run
underground,
• 12.40-km line from Mukundpur to Rajouri Garden of which 6.58km will be
underground,
• 9.64-km line from Ashok Park to Delhi Gate of which 5.28km will be
underground,
• fully underground section from Central Secretariat to Red Fort (6.8km)
• elevated extension of the existing Line 2 from Jehangirpuri to Badli (3.43km).
• A sixth section (11.64km) is proposed from the existing Metro station at Noida
Sector 18 to Malviya Nagar via Kalindi Kunj.