10stepbystepmarketingplanalvin062010

10 STEP Marketing Plan for Skyway Easypass Alvin B. Bugtas June 2010

5 Steps for Part 1 (PTM and Positioning) ,[object Object],[object Object],[object Object],[object Object],[object Object]

5 Steps for Part 2 (Marketing Mix & Strategy) ,[object Object],[object Object],[object Object],[object Object],[object Object]

Positioning to the Primary Target Market Part 1: Steps 1 to 5

1.EASYPASS primary target market (PTM) are the “Class A express” toll road users ,[object Object],[object Object],[object Object]

I want to be recognized as a wise driver – value conscious I want to be recognized as a Class A express driver

2. My PTM’s NWE ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

3a. Easypass competitors ,[object Object],[object Object],[object Object]

Currently, Easypass users accounts to 20%; Cash/manual users accounts 80%; which Skyway expect to reverse in 2012; plus portion of service road users will eventually use the system Cash/ Manual Easypass Service Roads Price vs. Convenience Easypass Cash/ Manual Price/Convenience Level 1 (3 – 5 sec) 2 (6 – 8 sec) 3 (9-20 sec) 4 (>more) Minimal fee Zero fee Service road

Easypass competitive map Positioning

4. Easypass positions strongly on value creation and driving pleasure ,[object Object],[object Object],[object Object]

5a. Estimate the market size using competitor data ,[object Object]

5b. Estimate the market size using company data ,[object Object]

5c. Estimate the market size using customer data ,[object Object]

5. Concluded Easypass market is 150k ADTV ,[object Object]

The Marketing Mix Strategy Part 2: Steps 6 to 10

6a. Skyway express users has two options: either Easypass or Cash/manual

6b. Product Description ,[object Object],[object Object],[object Object],[object Object]

7. Price ,[object Object],[object Object],[object Object]

8a. Promo ,[object Object],[object Object],[object Object],[object Object],[object Object]

8b. Competitor promo ,[object Object]

9. Easypass will made available in the most convenient places ,[object Object],[object Object],[object Object],[object Object]

10. Easypass is the way ,[object Object],[object Object],[object Object]

SUMMARY 10 STEP Marketing Plan for Skyway Easypass

10stepbystepmarketingplanalvin062010

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