transport mktg

7/29/2019 Transport Mktg

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Transport Marketing

Introduction

Marketing Mix for Rail, Road and Air transport

Transport Marketing in Indian perspective Problems faced by bus and trucking industry

Rail Road coordination

National and State highways

Importance of road transportation in the Indianeconomy

Service Sector Management


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Indian Railways

The largest railway in Asia

The fourth most heavily used system in the world

Carries 14 million passengers a day

Track route length more than 65,000 kilometers

2,07,719 units of freight cars, 45,350 passenger cars,6909 stations and 14,06,400 staff. It operates 8984passenger trains everyday

Indian Roads

Length of 2 million kilometers

More than 20,000 kilometers of highways

Carry almost 60 percent of the countrys passenger trafficand 40 percent of freight



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Maritime Transport in India

India has 12 major and 185 minor ports

More than 16,000 kilometers of inlandwaterways

Airports

India has 60 airports, including 11international airports

Two airlines (Air India and Indian Airlines)and one helicopter service (Pawan Hans)owned by government



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Marketing Mix for Rail

Transport

Product

Passenger Traffic

Coaches (Seating, berths, leg room,elbow room, double decks)

Reservation

Lighting

Catering

Water

Sanitation

Bed rolls

Medical aid

Services at the railway stationsService Sector Management


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Freight Traffic- (agricultural and industrial activities)

Types of wagons- BOX, BOY, BCA, TANK, BCX

Services- Domestic Container Service

Freight Forwarder scheme

Quick Transit SchemeSpeed Link Express Trains

Street Collection etc

Mail Traffic (Railway Mail Services)

On time services, quicker delivery, professionalism inmanagement, wider coverage in remote areas



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Pricing (Deciding the fare and freight rate)

Principles of pricing:

Cost and Value of service

What the traffic will bear

Equal Mileage Rate Principle (fixed rate/km)

Differential charging

Zonal charging

Suggestions to improve pricing for Indian Railways to make it moreprofitable



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Place

Distribution of services to many remote areas

Online Facilities:

Passengers Current Status Enquiry

Fare Enquiry

Reservations

Train Between Important Stations

Upgraded Passenger Scheme/Chart Weekly Availability at Stations

Tatkal Scheme



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People

Training for employees: More than 2,00,000 staff is imparted training every

year, enabling its officers and staffs in acquiring knowledge and new set of

technical and managerial skills

Target customers: A wide coverage, all age groups, all incomes levels,

occupations office going, businessmen, short haul as well as long haul

journey passengers



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Role Of Information Technology

in Railways

Mobile Ticketing

Web Ticketing

Kiosk- basd Ticketing

Time Table and Scheduling Systemavailable on demand

Passenger Information Display System

Passenger Reservation SystemSolution

Unreserved Ticketing System forrailways



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Marketing Mix for

Road transport

Product

Road Transport Corporations, Inter StateRoad Transport Organisations or travel

agencies/individuals engaged in roadtransport business to carry passengers orgoods from one place to another

Roads as well as vehicles plying on theseroads need up gradation and regular

maintenance

Maintenance of roads includes drainage,provision of road side amenities,landscaping/horticulture etc need specialattention



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Price

For state road transport corporations, pricing structure cannot bechanged with a change/hike in the prices of the input

This affects their financial health and it reflects on the qualify ofservices offered

Profit making private organizations can change prices according tocost incurred, seasonal demand, emerging trends etc

Place

Better distribution/network of services than rail, in terms of reach



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Problems faced by Bus and Trucking industry

The Public Road Transport Organizations A financial crunch

The quality of people are not literate and are poor

Inefficient management

Old generation buses

Poor Quality Seating Inefficient and Unfair employees

No support from State Government regarding their revival, a rigidattitude of the Indian industry.

A strong competition from the private companies

Non rational fare & freight structures. Technology has not reached to the core of this sector.

It is not possible to keep a surveillance on the bus & truck driversregarding their routes, fuel details etc. making it difficult for thetransporters to modernise.



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Service Triangle


The company- Transport Ind.

Providers- BEST Customers


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Rail Road Co-ordination


Railways1.

Roadways


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Road Transportation Indian Economy

Roads a great importance to Indian Economy

Better product mix is needed to divert all long distance traffic to roadtraffic.

Government could invite the private sector for construction of roads-Toll taxes being their income.

India is portrayed as a Tourist country, so to ease travel, roadsprovide for maximum social advantage.

Road transportation a critical element in the transportationinfrastructure

Road construction & maintenance generate employmentopportunities.

Old buses or trucks should be replaced with new modern buses toattract passenger traffic & also check on their safety.

Road transportation- needed for development of trade & commerce.



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Marketing Mix for

Air transport

Product

Price

Promotion

People

Place



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Product

On ground Services

- Duty free Shopping

- Reservation Counters

- Flight Information Display

- Baggage Screening

- Check In

In Flight Services

- Free Water

- Food

- Comfortable SeatingArrangement



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Price

Low Fare PricingValue for Money Pricing

Premium Pricing

Promotion

Frequent Flier Points

Inflight On demand Movies

Travel Reward Programmes



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Place

Booking offices of Airways

Travel Agents Office

People

Air-hostessOn-Ground Staff

Pilots

Tour Operating Agents

ProcessComputerized reservation system

Baggage Handling



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Process (Service Map)

1. Ticket booking

2. Ticket Processing

3. Ticket Delivery

4. Customer reaching the airport

5. Boarding Pass

6. Security Check

7. Inside the aircraft, refreshments

is served before he reaches his

final destination.

8. A pre-paid cab is also arranged

for the customers add-onjourney from the airport.



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Transport Marketing in Indian

perspective In India transport business is found profitable- large population

Managerial proficiency is needed to transform potential transport uses to

actual users.

Marketing Mix should be reviewed keeping in mind the socio-economic

requirements.

A suitable product mix helps in satisfying the users, strengthens thecapacity of the organization to face competition & generate profits.

Technology needs to be brought into every sector of the transport industry.

Innovative marketing practices should be implemented.

Indian railways: suggestion

Indian Roadways : suggestion

Waterways : needs to be highlighted since India is mostly surrounded by

water. No. of lakes & rivers in our country.


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