Professional Documents
Culture Documents
Current Scenario
Bangladesh Railway
Number of trains per day
246 passenger trains 48 freight trains
In 2010
65.62 million commuters 2.71 millions tons of freight Deficit of BDT 5609.75 million
Target Market
Strategies
Promotion
Efficiency
Feasibility
Unique Experience
Overview
Issue Identification
Target Market
Strategies
Promotion
Efficiency
Feasibility
Why re-brand?
Perceptual change
Bad image
Overview
Issue Identification
Target Market
Strategies
Promotion
Efficiency
Feasibility
The re-branding
Change in name and logo
Overview
Issue Identification
Target Market
Strategies
Promotion
Efficiency
Feasibility
Overview
Issue Identification
Target Market
Strategies
Promotion
Efficiency
Feasibility
Overview
Issue Identification
Target Market
Strategies
Promotion
Efficiency
Feasibility
Target Market
Strategies
Promotion
Efficiency
Feasibility
Improvements
Food quality Cleanliness
Overview
Issue Identification
Target Market
Strategies
Promotion
Efficiency
Feasibility
Target Market
Strategies
Promotion
Efficiency
Feasibility
Overview
Issue Identification
Target Market
Strategies
Promotion
Efficiency
Feasibility
Overview
Issue Identification
Target Market
Strategies
Promotion
Efficiency
Feasibility
Word of mouth
Overview
Issue Identification
Target Market
Strategies
Promotion
Efficiency
Feasibility
Television Commercial
Corporate Houses
Brochures Pamphlets
Overview
Issue Identification
Target Market
Strategies
Promotion
Efficiency
Feasibility
Promotions outcome
Action Desire Interest Attention
Overview
Issue Identification
Increase in consumers
TVC, billboards, informative newspaper ads, website Informative newspaper ads, oncampus campaigns
Target Market
Increase in efficiency
New locomotives and wagons already in transit
Source: Md. Shahjahan, Addl. Director General/Operation, Rail Bhaban
Faster commute
Overview
Issue Identification
Target Market
Strategies
Promotion
Efficiency
Feasibility
Increase in efficiency
Reducing time in sick-line
Reducing repair time between journeys Reducing cleaning time between journeys, like Southwest Airlines
Overview
Issue Identification
Target Market
Strategies
Promotion
Efficiency
Feasibility
Is it worthwhile?
State Owned Enterprise Profit is not the primary motive Government will not increase ticket prices and has not been doing so for the past 20 years.
Overview
Issue Identification
Target Market
Strategies
Promotion
Efficiency
Feasibility
Is it worthwhile?
Promotional Cost approx. 30 crore
Television Commercials 10 crore Promotional campaigns 7 crore Bill Boards and newspaper advertisements 5 crore Holiday packages 8 crores
Overview
Issue Identification
Target Market
Strategies
Promotion
Efficiency
Feasibility
Annual Revenue
Year 1 24 crore Year 2 38 crore Year 3 60 crore Year 4 120 crore
Overview
Issue Identification
Target Market
Strategies
Promotion
Efficiency
Feasibility
Takeaways
Bangladesh Railways rebranded as Shobuj Bangla Railways Price increase not possible Strategies Renovation, Improve services, Entertainment and affiliation with travel agencies Promotions Newspaper ads, billboards, TVC, word of mouth and Holiday packages Steps to increase efficiency Rebranding is feasible!