- SmartBus is a mobile app that allows users to track public buses and receive notifications about delays or schedule changes for their favorite buses. - It aims to help the large portion of India's population that relies on public transportation by reducing uncertainties around bus schedules and routes. - The app will target lower-income and middle-class individuals through affordable pricing and features like free calling on an upgraded premium version.

1. SmartBus- your
one stop solution for
bus tracking.

2. SUMMARY:
•Executive Summary
•Situation Analysis
•Goal
•Strategy
•Tactics
•Implementation

4. India is a country, where a majority
of the population travels in bus daily.
Bus is one of the cheapest and most
widely available modes of
transportation.
Often they are harassed due to
delay in the arrival of the bus , of
which they aren’t informed
beforehand.

5. So,
What is
the
remedy to
this?

6. SmartBus –
Is one such app that enables customers
to keep track of their desired bus
Customers will also receive texts on
change of schedule of the buses which
they have categorised as "favourites".

7. Situational
Analysis

8. Company
Overview

9. Core competencies
are:
•Tracking desired buses .
•Knowledge of all nearby
options and departures
instantly

10. Getting
directions
for a
desired location.

11. Security-Receiving information about
the bus & bus driver.

12. E-Wallet Money

13. Market
Overview

15. Market Needs & Wants:
•When a customer selects a particular bus, if the bus
is delayed or is rescheduled, customer will get a
message prior to that.
•Customers will get updated on introduction of new bus
routes.
•Customers can interact directly with the bus operator
via free internet calling on upgrading to premium
feature.

16. Target

17. This app mainly targets the lower income
group and middle class of the society.
Passengers can be school students,
professionals , etc who have access to a
smart phone.

19. Performance
Benchmark

20. Performance Benchmark is
evaluation on the basis of :
1. Customer Feedback & Reviews

21. 2.
Conversion
Ratio
from
Free To
Premium.
3.
Number
of
downloads
of the
app.

22. STRATEGY

23. 4 C’s
Of
Target
Marketing

24. 1.Consumers
Aimed at:
Low income group and middle class
section of the society,
Those who donot own private cars/
cannot afford cabs on a daily basis.

25. 2. Collaborations
E-commerce websites help
customers get the best quality
product at the lowest price.

26. 3. Competition
3. Competitors:
•Transit App.

27. •Economic: Targeted towards the lower and middle class
section of society who cannot afford private cars.
•Technological: As people in the age-group of 18-35 are also
the most tech savvy, the design features and features will
be technically competent for them.
• Synchronisation with social media.

29. Customer Value
• To work in order
to gain customer
trust
and build
a positive image
•Targeting young
generation via
social media
•Obtain continuous
feedback from customers
and ensure to maintain
their privacy.

30. Company Value
The idea is to create a
comfortable experience for all
passengers which will help in
branding of the company.

32. Services & Products:
SmartBus comes in a couple of varieties of
buses :
1.SmartBus Mini- Non- AC bus with less
capacity and low fare
2.SmartBus Macro- Non AC bus with larger
capacity and low fare
3.SmartBus DeLux- AC bus with
comparatively higher fare.

34. Point Of Difference
SmartBus has the following features that it’s competitors
doesn’t have:
•Free Internet calling on upgrading to Premium version
•Being able to connect to the bus operator directly in case of
any emergency
•Receiving information about the bus, and receiving bus driver
details as well(This is inspired for caution after the Delhi
rape case)
•When a customer enlists a bus in the “favourites” category,
he will receive updates about that bus
•Theft prevention: Bus Wallet- Option to pay from Bus wallet
account.
•Receiving messages on introduction of any new bus routes.

35. Points Of Parity:
•Tracking desired buses .
•Knowledge of all nearby options and
departures instantly
•Knowledge of full time tables and setting
alarms.
•Getting directions for a desired location

36. Price
The premium version of the app costs
$3.99 for free internet calling,
subscription to messages on updates
and discounts on bus rides

37. Communication
• Social Media
• Website Ads
• Traditional forms of
advertising

38. Distribution
•App stores
•Specialist Press
•Ad-Networks

39. Implementation

40. Organizational
Structure
The organizational structure
is made up of an able team of
the following:
1. Administration Team
2. Financial Team
3. Design & Technical Team
4. Marketing & Sales Team
5. Consulting Team

42. 3 steps involved are:
STEP 1: App. Promotion program This is
the virtual effort to make people aware
of the app.
• Training Program – Training bus drivers
how to use smart phones
• Outreach Program This is the
collaboration program with college and
office support groups to provide services
on a long-term basis.

43. These slides were made by Kaustav Roy
Choudhury( Jadavpur University) during a
marketing internship under the guidance
of Professor Sameer Mathur(IIM
Lucknow).