Services Marketing Project On

By A sh i sh G u p ta Sai

AEROEXPRESS - INTRODUCTION
Aeroexpress is an nonstop airport bus shuttle service functioning in the city of Hyderabad, India.It is run by the GMR Group from and to the Hyderabad International Airport. Round the clock with frequency hourly and half-hourly shuttles. Aero Express service covers all corners of the city with convenient locations for pick-up and drop-off. The luggage area is within the bus, reclined seats for added comfort, electric plug-points to charge laptops & mobiles. The bus also comes equipped with a flat panel TV for entertainment.

INDUSTRY ANALYSIS
The bus industry has grown to a great extent and new type of buses with better facilities have come up. Buses take up over 90% of public transport in Indian cities, and serve as a cheap and convenient mode of transport for all classes of society. Development of infrastructure and more roads, more and more people from the rural areas are also nowadays availing of the bus services. Recent innovations, more buses are being introduced into the market. Liberalization of the Indian market and also the increase in the commuter base, even foreign companies have started investing in the Indian bus industry. The main domestic players in the bus industry in India are Tata Motors, Ashok Leyland, Swaraj Mazda, and Eicher.

ROLE OF TECHNOLOGY
Electronic signs display Audible messages for those with visual impairments. Reduction of passengers' waiting time at the time of ticketing. Effective Managerial Controls. Effective Maintenance Management of Vehicles. Faster communication of information.

PLAYERS

APSRTC MERU Cabs DOT Cabs EASY Cabs

TANGIBILITY SPECTRUM AEROEXPRESS

Tangib
Salt

Soft Drinks

TYPICAL SERVICE OFFERING

Expectations from bus passengers:

On-time schedule Safety Reliable Economical Comfortable Convenient Trained staff Informative Boot space for the luggage Value for money Customer satisfaction

Bundle of Benefits:
Value for money Security & Safety A/C & Non-A/C option Round the clock services

TYPICAL SERVICE OFFERING(Cont..)

Typical Service Performances: Operational Excellence Cost Effectiveness in Services Delivery On Promise Infrastructure Proactive and automated monitoring and resolution of exceptions and service disruptions.

SERVICE QUALITY DIMENSIONS

Service quality is customers thinking they're getting better service than expected.

CUSTOMERS INVOLEMENT IN SERVICE DELIVERY:

Customers as Productive Resources Customers as Contributors to Service Quality and Satisfaction

SERVICE BLUEPRINT

A service blueprint describes a service in enough detail to implement and maintain it carefully.

B lueprint f
Customer calls for nearest pick up point Customer boarded the bus at the pick up

L A C I S Y H P

C N D I V E

SERVICE BLUEPRINT(Cont..)

Moments of Truth - Aero Express:

Irregularity of services in the initial days due to limited buses. Less customer interaction between management & customers. Customer satisfaction level was minimal. Congestion Of Traffic initially due to construction of flyovers. Running successfully with 28 buses on road thereby covering major junctions. Added features improved the value of the services . Customer Delighted.

Value Of Blueprinting a Service:

Help you identify & optimize your interdependencies. Flag likely points of service failure. Facilitate strategic and tactical decision-making. Guide the design of both simple & complex services. Useful for redesigning services.

PHYSICAL EVIDENCE

For AEROEXPRESS the servicescape Physical facility Location Ambient conditions Interpersonal conditions

Aspects of the Servicescape: Need of WIFI for the business people on move. Entertainment while shuttling to the airport State of art design for people from every class. Charging points for electronic gadgets. Skilled and trained staff to maneuver people and product. Dedicated and committed staff. Employee motivation to deliver satisfied service.

WILD CARD ENTRY

Promotion: Word of mouth is its biggest strength. It can emphasize on certain promotional techniques like: Hand outs in news papers Advertisement on hoardings Advertising in the flight Airing advertisements on Radio & television Display hand outs in Hotels & other travel agencies

Technology: Intelligent Transport System (ITS) .

INDUSTRY SECTION - SWOT ANALYSIS

STRENGTHS Strong brand image Quality & Reliability Superior transport services Management is committed & confident Round the clock services 24x7 Economical luxury State of art of technology Trained staff Sole decision maker Safety Covering all major routes Standardized rate Word of mouth WEAKNESSES

Limited shelters Semi-literate staff No electronic display at bus shelters No online bus ticketing facility Number of buses Misuse of services by passengers No shelters at remote areas.

OPPORTUNITIES Expansion of shelters (within & outside Hyderabad) Increase in fleet Provision of flight schedules in the bus Online ticket service Joint Venture Smart card system for frequent flyers

THREATS Competitors Increase in fuel prices Political disturbances

INDUSTRY SECTION(Cont..)
FUTURE OF AEROEXPRESS:

ADVICE/SUGGESTION TO NEW ENTRANT

Plans of entering into a Joint Venture with GMR group. Extending bus services to airport from other cities in AP. Sustaining the brand image. Upgrading the technology.

Commitment Investment Government support Attract foreign investors Tie up with the manufacturers Technical assistance

CONCLUSION

The Era of transportation has made significant changes in the public transit over the years. Modes of transport has played in choosing the privileges. Industry players tend to adapt to the changes instantly and implement the new methods for their survival in the game. Aero express can be termed as a pioneer in the above aspects who has made every effort in providing and thereby winning the favor of its passengers. Let it be any extended services , and aero express does it with ease.

THANK YOU

Any QUESTIONS........