Greeshma S

UM4002-3

Public Bike Sharing in Ahmedabad

The SOM studio was focused on understanding, analyzing and suggesting improvements in service quality and increasing demand of existing Ahmadabad's PBS system.  With the cooperation of the Ministry of Housing and Urban Affairs's Data Management Unit, Municipal officials and the PBS operator of the Ahmadabad city, -  three data backed detailed models, of financing and operating PBS systems has been envisaged to upscale and regulate the existing permit based PBS system. The large heads that were covered in the Hybrid Model (one among the 3 models) is - Contracts, Procurement, Building Process Re-engineering, Marketing, Finance and an Extensive survey analysis. 


Report Content

Marketing is implemented in 2 phases for the implementation of the Hybrid Model

Marketing to the financial partners and the branding guidelines are detailed out in this slide

categorization of the target market is important to proceed in the marketing campaigns formulation

The geographical analysis of ahmedabad helps stratergize the best places for marketing outreach programs

The key messages are derived from understanding the users and the problems they have faced

A user persona is created after understanding and analyzing the target market

A matrix is created after understanding the marketing funnel and the estimated reach for all channels are projected

Each channel is devised and explained in detail with points derived from the survey

The events and digital platform strategies are also detailed out to understand the campaigns better

An implementation strategy is devised for the whole year, while also keeping the daily, weekly and monthly activities aside