Table of Contents 1. INTRODUCTION 14 1.1 Bus Rapid Transit: An Alternative for developing countries 15 1.2 A BRT system includes the following characteristics: 15 1.3 Bus Rapid Transit Identity. 16 1.4 Back ground 18 1.5 Role of Marketing: 19 1.6 Rationale and objectives 20 1.7 Methodology and Thesis structure 21 2. LITERATURE REVIEW: 22 2.1 Proposed Transportation Marketing Strategies 22 2.2 Categories of marketing of Public Transportation (Tcrp) 24 2.2.1 Accessibility-Related Projects 25 2.2.2 Community Events 25 2.2.3 Co-operative Promotions 25 2.2.4 Image Promotions 26 2.2.5 Internal Promotions 26 2.2.6 Introduction of New Service 26 2.2.7 Media Relations 27 2.2.8 Problem-Solving Projects 27 2.2.9 Promoting Transit 27 2.2.10 Rider Inducements 28 2.2.11 Seasonal Promotions 28 2.2.12 Special Events 28 2.2.13 Target Group Promotions 29 2.2.14 Try Transit Week 29 2.3 Social Marketing Theory 29 3. SOCIAL MARKETING FRAMEWORK 31 3.1 Steps of Marketing Frame work / Structure 31 3.2 Guiding Principles: 31 3.3 Mission statement and goals: 32 3.4 Identify stakeholders 32 3.5 Customer Focus: 33 3.6 Behaviour change: 33 3.7 Strategic Planning 33 3.8 Action Framework 33 3.9 Socila Marketing Frame work template 34 4. CASE STUDIES 35 4.1 Pune Bus Day 37 4.1.1 Bus Day Campaign 37 4.1.2 Campaigning strategy: 38 4.1.3 Actions: 38 4.1.4 Technical support and Evaluation process 38 4.2 London Car Clubs Strategy 44 4.2.1 Transport in London 44 4.2.2 How car clubs work in London 45 4.2.3 The key criteria for success of Car club strategy 46 4.2.4 Car Club Campaign 46 4.2.5 Objectives of the campaign: 47 4.2.6 Target Audience 47 4.2.7 Actions 47 4.2.8 Evaluation 48 4.3 Chicago New Residents Mail Programme 51 4.3.1 Transport in Chicago: 51 4.3.2 Promotion Strategy of CTA 51 4.3.3 Objectives: 52 4.3.4 Actions: 52 4.3.5 Analysis 53 4.4 Ahmedabd BRTS (JANMARG) 55 4.4.1 Marketing BRTS 56 4.4.2 Objectives 56 4.4.3 BRTS Actions towards promoting 57 4.4.4 Free trial Runs 63 4.4.5 Prototype BRT proto type bus station 63 4.4.6 Role of Media 63 4.4.7 Janmarg Branding and Communcation Strategies 63 5. ANALYSIS AND FINDINGS 65 5.1.1 Simple Behaviour Changes 65 5.1.2 Inferences on Pune Bus Day 66 5.1.3 Inferences on London car club strategy 67 5.1.4 Inferences on CTA 68 5.1.5 Inferences on Ahmedabad BRTS 69 5.1.6 Social Marketing Theory Framework comparing the case studies 71 5.1.7 BRT Systems around the world and public out reach strategies 73 5.1.8 Strategies Comparisons Table 74 5.1.9 Public opinion survey 75 6. RECOMMENDATIONS AND STRATEGIES 83 6.1 Recommended steps for Marketing at different stages: 85 6.2 Branding 87 6.3 Vehicles 87 6.4 Bus Stops 87 6.5 Brand Continuity 88 6.6 Locally-Based Passenger Information 88 6.6.1 Displays 88 6.6.2 Create Reasons to Ride Passenger Guide for Each Route 88 6.7 Reasons to Ride Janmarg 88 6.8 Provide information to Gatekeepers 89 6.9 Information at the Bus Stop 89 6.10 Real time Information 89 6.11 On-bus Communications 90 6.12 Internet-Based Passenger Information 90 6.13 Website 91 6.13.1 Fare Calculator 92 6.13.2 Multilingual information or translator function 92 6.13.3 Feedback 92 6.14 Social Media 92 6.15 Customer Experience 93 6.15.1 Residents 93 6.16 Gatekeeper Marketing 93 6.17 Give Tourism Employees the Janmarg Experience 93 6.18 Marketing with Connecting Transportation Services 93 6.19 Advertising and out reach Programme?s 94 6.20 Corporate Sponsorship 94 Bibliography 95