I require an marketing plan to be produced. The task outline is:
“You are asked to undertake a marketing project that seeks to rebrand and reposition travel by bus to become the transport mode of choice within Oxfordshire.
You will be rebranding Oxford Bus Company and should consider a specific target market (or markets) of your own selection.
You will need to produce an individual marketing plan, which outlines the possible actions that could be taken. Various areas could be considered, but the following MUST be discussed:
• Assessment of market opportunities
• Selection of appropriate options
• Target market options
• Brand positioning
The rebranding could be anything to encourage more people to use the bus service. I have four suggestions for the writer to work with.
1. Study and Ride or something similar. The busses would be equipped with tables for people to work at, along with free wifi, plug sockets and copies of the latest academic journals/magazines. Target audience would be commuters and students.
2. A social bus. Creating a networking platform available for those who ride the bus. Passengers create profiles on an app, they can log in advance when they will be travelling certain routes and can see others who will be doing the same journeys or simply log in when on the bus to see other active passengers who they can send a private message to with the ability to block/accept people. There could also be a public ‘wall’ for passengers to write on. A great way of meeting new people and making a bus a social hub.
3. Busses with a first class area. Trains and aeroplanes both have this option currently, its an option passengers on public transport may value.
4. Comfort busses. Busses with the option for a bed/reclining chairs for naps and blankets/pillows.
My preferred option would be no. 2 as I believe with apps such as facebook/tinder/bumble this is in line with current social trends. It would also be relatively cheap for the company with no modification to the buses just the creation of a cloud and internet.
If the writer had any other suggestions as to how they would rebrand the company these would be considered. I would however like the writer to run past me the chosen rebranding before continuing to write the marketing plan.
I have a detailed brief, marking scheme and structure plan available. I also have access to an a marketing plan example from a previous student.
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