Re-branding Bangladesh Railway

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

Ticket prices unchanged for the last 20 years

Overview
Issue Identification

Target Market

Strategies

Promotion

Efficiency

Feasibility

What changes do the consumers want?

Survey findings
Service quality
Comfort - 89.7% Less delay 92.6%

Unique Experience
Overview
Issue Identification

Target Market

Strategies

Promotion

Efficiency

Feasibility

Why re-brand?
Perceptual change
Bad image

Required new identity

Goes hand in hand with new enhanced services

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

Who are we serving?

Shobuj Bangla Railways is a government institution. Target maximize social welfare Aim to serve the mass public

Overview

Issue Identification

Target Market

Strategies

Promotion

Efficiency

Feasibility

Who are we serving?

Market Segmentation
Upper Class Middle Class Lower Class

Overview

Issue Identification

Target Market

Strategies

Promotion

Efficiency

Feasibility

Who are we serving?

Target Market
Upper Class (yearly income > 8.4 lakhs) Middle Class (yearly income > 3.6 lakhs) Adult (age 18+) Family orientation (married/unmarried) People with negative image about the product
Overview
Issue Identification

Target Market

Strategies

Promotion

Efficiency

Feasibility

Required course of actions

Renovation
Repainting Seats Washrooms

Improvements
Food quality Cleanliness
Overview
Issue Identification

Target Market

Strategies

Promotion

Efficiency

Feasibility

Required course of actions

Entertainment
TV Sets Wi-fi
Affiliation with travel agencies Maitree Express
Photos, brochures and pamphlets of Shobuj Bangla Railways
Overview
Issue Identification

Target Market

Strategies

Promotion

Efficiency

Feasibility

Promoting Shobuj Bangla Railways

Teaser newspaper Advertisements

Overview

Issue Identification

Target Market

Strategies

Promotion

Efficiency

Feasibility

Promoting Shobuj Bangla Railways

Billboards, signboards and roadblocks

Overview

Issue Identification

Target Market

Strategies

Promotion

Efficiency

Feasibility

Promoting Shobuj Bangla Railways

Television Commercial
Also shown on roadside big screens Emphasizes on emotional attachment

Word of mouth

Overview

Issue Identification

Target Market

Strategies

Promotion

Efficiency

Feasibility

Television Commercial

Promoting Shobuj Bangla Railways

Holiday packages
Universities
Temporary on-campus stall

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

Teaser ads, billboards

Strategies Promotion Efficiency Feasibility

Target Market

Increase in efficiency
New locomotives and wagons already in transit
Source: Md. Shahjahan, Addl. Director General/Operation, Rail Bhaban

Faster commute

Containers (Freight and passenger trains)

Double stacking Courier service

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

Renovation Cost approx. 20 crore

Repainting 5 crores Seats 9 crores Entertainment 4 crores Miscellaneous 2 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

Payback Period = 1 year 3 months 10 days

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!