Dubai MetroMCM 353

Name: Lujain Ramiz

ID:@24345

Professor: Mohammad Ibahrine

Introduction:

The Dubai Metro is part of Sheikh

Mohammed’s vision to strengthen Dubai as a

leading city within the region, enhance its

position as an international economic and

financial hub, and finally improve its

infrastructure.

Introduction:

The Dubai Metro:

-Cost AED28 billion to be built.

-Is one of the safest metro systems in the world.

-Consists of 47 stations, with each train

accommodating 643 passengers.

Introduction:

The Dubai Metro:

-Has two lines: The red line and green line,

each leading to different destinations around

Dubai.

-Consists of 3 compartments: The Gold Class,

Women and Children Class, Silver Class.

Target Audience Analysis:

-Males and Females .-25-45 years old.

Primary Audience:-Business Personnel.-Students

Secondary Audience:-Employees

Competitor Analysis:

Since the Dubai Metro is a new product within the region, there are no

direct competitors.

Other public transport systems such as the public busses and taxis

are most likely the only other competition. However, all the public

transport systems fall under the RTA which aims at collectively

strengthening the transit infrastructure, so it is not a direct competitor.

Privately owned cars would be the only other major competition.

Current Perceptions:

According to the CEO of Public Transport Agency, although the number of

people using public transport systems has increased, it is still relatively weak

in the city since people find it difficult to part with their privately owned cars

which they drive at their own comfort.

Technical glitches such as the train failing to run midway through the trip

and also failing to arrive on time has been of deep frustration and concern

for those who took the metro. Some passengers also stated that the ticket

process was very confusing.

FAB:

Problem Statement:

The audience faces some concerns when it comes to the frequent glitches faced

by the metro and particularly the ticket system which many find complicated.

The audience needs to be educated thoroughly on how to utilize the Metro’s

features, because their lack of understanding is an issue that is stopping many

from riding it.

When audiences are well informed about the services and are comfortable using

it, the number of ridership should increase even more.

Communication Objectives:

-To educate the target audience about the

overall benefits of using the Metro

-To educate target audience on how to use

the services

-To encourage the audience to use the Metro

The Offer:

Student Package:

The student package will be in the format of a student discount

program. Students of certain universities will have to present their

ID cards to which they receive a significant discount for their metro

tickets. Since the metro station is located in strategic locations such

as the American University of Dubai and Knowledge Village, it will

give students an incentive to take the metro to and from their

houses.

The Offer:

Employee Package:

In this package, companies will have the opportunity to choose from 3

sub-packages. In the first package, companies can purchase 20 tickets

for which they will receive 1 extra ticket for free. In the second

package, companies purchase 50 tickets, for which they receive 3 free

tickets. In the third package, companies purchase 100 tickets, for

which they receive 5 free tickets. Buying the packages also reduces

the total cost of purchase and increases benefits.

The Offer:

Via Online:

The Offer:

Via Mobile Phone:

The Offer:

Via Direct-Mail:

Brochures T-Shirt