PRAXI develops the marketing plan aimed at developing a Sustainable Mobility service among business customers nationwide. The first phase is analytical: three qualitative Audits are initiated simultaneously to analyze the internal organization, corporate culture, and perceptions of prospects and customers.
The analyses lead to the creation of a SWOT, from which the strategic interpretation starts, which fixes SMART objectives. A competitive positioning map is created and targets are focused. The strategy is implemented with the introduction of a nationwide named account list, which will guide the new business approach. In addition, the marketing mix levers that will support the offering are identified: product features, pricing, sales structure, communication concept.
Background
The type of offerings that operators are proposing to the market has resulted in attractive customer growth especially among a target group of private citizens or small local businesses.
In order to generate a critical mass of service use, such as to allow better coverage of fixed costs and obtain resources to support sales promotion activities, the consortium decided to get support in building a marketing plan to develop the service among business customers, with a focus on large companies and a national reach.
PRAXI is awarded the tender for the construction of the plan.
Challenge
The construction of the marketing plan, which was unique and consistent within the entire network of service operators in the different Italian cities, had some points that needed special consideration:
- The organizational, corporate, cultural and commitment heterogeneity of the different managers
- The presence of differences in the supply profile of the operators, amplified by local constraints in pricing the service
- The consolidated use for large companies of different types of traditional mobility
- confusion and diffidence, in the business customer toward the concept of “sustainability.”
Project
Considering the objective of the project and the characteristics of the client, PRAXI conducted an internal and external analysis phase:
- Sales data analysis: sales performance, cost analysis, break even analysis and calculation, forecast;
- internal audit: all managers were interviewed with the aim of bringing out perceptions, motivations, goals, commonalities, differences and desiderata;
- Qualitative research on target companies: was conducted on a representative sample of large companies with intense travel needs, in order to probe the perception of the service and bring out critical issues and opportunities in corporate mobility management. The research consisted of open-ended interviews in which the potential customer shared his or her wishes in terms of the offer (product, service, payment method, fare calculation method, etc.).
Having shared and approved the research document, including perceptions, desires and service awareness, the marketing plan was constructed as follows:
- Identification of short- and medium-term business goals by profitability, customer type, and awareness;
- Mapping of current and future positioning;
- Rationalization of competitive advantage;
- identification of target market segmentation criteria (companies with a type of mobility that can enhance the identified competitive advantage, roles within the decision-making process);
- defining the potential of the target market (number of target companies in different target areas);
- Target identification and construction of the Named Account List;
- definition and articulation of the strategy;
- Features of the offer (product, price, image);
- identifications of marketing levers to support the strategy (Account Management, Price Strategy, Sales Strategy, Product/Service Level, Loyalty.
Results
Customer is continuing its positive trend in sustainable mobility within large cities. It now has a leg up in Business customers as well.
