MARKETING STRATEGY

OF
MARKET SURVEY UNDERTAKEN BY:
1. Krishna Kumar Thakur MB/08/003
2. Pranjal Bora MB/08/007
3. Kumar Kishore MB/08/011
4. Gomar Basar MB/08/013
5. Junmoni Oza MB/08/022
6. Kiran Chetia MB/08/025
7. Rajseh Verma MB/08/029
8. Monita Wahengbam MT/08/CS/01
9. Arun K.Yadav MT/08/CS/03
INTRODUCTION……

 A detail market survey was done on the

marketing strategy of network travels (Bus
services) at Nirjuli, From 08th May to 10th
May 2009.
PROCESS :
 Planning

 Observation

 Questionnaires:
1).To Counter manager
2).To Customers

 Analysis of the Findings

 Results
 NETWORK
FINDINGS……

 Establishment :1993
 Place :NIRJULI
 Provide : Bus Service
 Company Owner : PINKU DUTTA
 Head Office : Guwahati
 Service Area : 7-North-Eastern States(Assam,Tripura,
Manipur, Arunachal Pradesh, Nagaland, Mizoram,
Meghalaya) including Siliguri (West Bengal).
 CONTD…..

 Number of buses : 06
Guwahati : 03 (2 Non AC &01 AC)
Namsai : 01 (Non AC)
Jagun : 01 (Non AC)
Dimapur : 01 (Non AC)
 Two buses for upper Assam is under process
:Arrangement of extra buses during peak seasons
CONTD…….
 Targeted customers:
1. NERIST
2. RGU
3. GREF
4. People from adjoining areas
(Doimukh, Baghe tinali etc ).
5. Parents & students
( Alphabet school, St Thomas & VKV).
6.Employees and locals of Nirjuli.
 CONTD……..

 Average no. of passengers :

200 (monthly)
250 (peak time )

 Facilities for passengers:

Waiting room
Refunding
Telephonic booking
PRODUCT:

Transport Service.
PRICE …..

 Prices are fixed by Headquarter(GHY)

 Non AC : Rs. 280/- &AC RS.350/-

 Prices are based on distance.

 Comparable with other service provider.

PEOPLE….
 Friendly behavior
 Expert Drivers
 Sufficient no. of employees at booking counter.
PROMOTION:

 Recently they have sponsored the BIHU festival at

NERIST.

 Through Key ring,

 Calendar

 Diary on new year.

PLACE…..

 Centrally located

 Strategic location of ticket counter

 Easily accesible.

 Parking facilities
PHYSICAL EVIDENCE……
 Good conditioned buses
 Air /liquid suspension
 AC/non AC buses
PROCESS …..
 Manual ticket booking
 Telephonic booking
 Other facilities
 Hand to hand refunding.
SWOT
ANALYSIS
 STRENGTH…

 Location of the booking counter

 Market reputation
 Loyal customers
 Cordial behavior to customers
 Good no. of buses
 Seat availability
 Waiting room for passengers
 Telephone booking facility available
WEAKNESS

 Non availability of sufficient no. of tickets during

peak seasons
 Non availability of luxurious buses .e.g. Volvo
 Non availability of luggage room
 Rude behavior of bus conductor
 They pick up more local passenger
 Morning services not available
 OPPORTUNITY……….
 Large no. of customers.

 Large network coverage.

 Increasing population of the area.

 Increasing affluence of people around.

 Happening Nerist campus.

OPPORTUNITY………
 Growing competition from Volvos & night riders.

 Convergence to e-ticketing, air ticketing, railway booking

counter etc.

 To and fro daily bus service from Itanagar to Banderdewa.

 Tailor made sevices.

 Emotional marketing.
 THREATS……………

 Innovative Blue hill & Volvos.

 Railway network to connect state capital.

 Airport under construction.

 Frequent road blocks and bandh calls.

 Complacent approach
RECOMMENDATION:
 Make sure of ticket availability to each customer.

 Morning service should be started.

 Introduction of luxurious buses like Volvo.

 More facilities at waiting room. (e.g., water, magazines, clean

toilet facilities etc).
CONCLUSION

The marketing strategy of network bus service is

conforming to sound marketing practices which has
validated by large number of customers preferring
over other bus service providers.
THANK YOU…………..