m







   
 


Maria Ponomareva
Agenda

O m
Rail: Situation
nalysis and trends

O Marketing Strategy & Segments
O Communication nitiatives
O Conclusions
à elimina
nclusins

O
irplane economy class service is suffering due to cost cuts

O Train is an excellent alternative for less than 2-hour flights
O
B2B focus can help attract airlines͛ customers
O Use an unconventional communication strategy
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didusinessg 


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Correlation coefficient of 89%

Marketing strategy or war in raq?
îusiness nsig
s

O mia Rail is a monopoly

O Freight transportation is its main business (95% of revenues).
O mia Rail shares market with other types of transportation
O Bus,
irplane and Rail share the long-distance travel market

Can we attract cars, bus and plane passengers?

{a ge
a e
ie a c

Ô

O 0eneral benefits  



ʹ Comfort & Convenience Ô


 


ʹ Enjoyment & Scenery
ʹ Entertainment system

ʹ Phone & Wi-Fi 



O
dditional key benefits.

ʹ
spirational
ʹ 0reen
‰

  
 
a da
ampa isn

m

 
   

ir travel is not that convenient for this distance

A

i
inAi linecus
me s

O Business people are using planes. Why?

ʹ t͛s fast. t͛s reliable.
O However,
ʹ t͛s not so fast taking into account security lines.
ʹ
irports are typically far from downtown
ʹ Economy class is getting competitive; airlines are charging for food,
earphones, etc.

Let us focus on the problems of airlines

^ g ecu i

 ecs

.
mmunica
in
a
eg

O Focus on challenging airline economy class service.

O malue for Money: i.e. ü


   
 

 

     

  

 
O B2B Strategy (Push) => Company to employees.
O B2C Strategy (Pull) => Employees to Company.
nclusins

O Move people from plane economy class to train business class

ʹ Same travel time
ʹ Same/Lower price
ʹ More comfort
ʹ More flexibility: mobile connectivity, Wi-Fi, scenery, seating space
O m
Train can thus:
ʹ ncrease the train 


ʹ ncrease   
ʹ Establish itself as the 
 

   

(for short flight distance trips)