The RATP Marketing Strategy

2007 - 2010MarketingIsabelle Bachmann - 22 January 2008

Summary

1. Context of The Paris region Public transport and our market

2. Global Strategy: our key routes

3. Our different policies and action plan

4. Conclusion

1. Context and our market

Marketing Strategy 2007-2010

Context : Urbanization

Paris: 2 million Inhabitants; high density population

First ring: 4 million Inhabitants; average density population

Second ring: 5 million Inhabitants; low density population

Context : Mobility and journeys

25% of Journeys in Paris and first ring ( stable)

33 % of Journeys in the First ring ( increase)

42% of Journeys for Second ring (increase)

Context : network area

The Mobility market is competitive:people can choose their mean of transportation

Context : a competitive market

67 %

29 %

•

63 %

Paris

Context: Our customers

Penetration rate: 83%7.3 million of Paris region inhabitants used Ratp at least once a year

44%

40%

16%

Regular casual

rare

Context : Our customers

We know that:• Our customers are more and more demanding

• Our customers are changing

• Our future customers are already using RATP

Marketing Strategy 2007-2010

2- What strategy in that kind of Context ?

The global strategy

3 mains routes

• Enhance the Average Revenu Per User

• Increase the number of customers

• Improve the image and the attribution of our Brand at our company

Enhance the average revenu per user Enhance the

Average Revenu Per User

Action plan:

- Continue the loyalty program

- Improve the relationship with our customers: create and customize new services

First Action Plan: Continue our Loyalty program for annual pass holders

Enhance the average revenu per user

For the young population : Imagine’ R (annual pass )

For the « commuters » : Integrale (annual pass)

1.6 million annual customers

Enhance the average revenu per user

« Imagine’ R » Loyalty program

Good deals,

Special offers with discount,

Special events

A Dedicated Website

And the advantages of the year pass:

Free journeys on all the zonal fares during week end and vacations

Special price

Example: Good deals of Imagine R program:

Enhance the average income per user

Enhance the average revenu per user

Intégrale Loyalty program

Welcome pack,

Special offers with rebates ,

Special events

A Dedicated Website

And the advantages of the year pass:

Lost insurance, possibility of ajournement , direct debit

Special price ( equals 10.3 monthly pass)

Enhance the average income per user

Example of special offers for « Intégrale « holders

Second Action Plan : Improve the relationship with Ratp’s customers

Create innovative services and products …

Cutomized services and relationships

Enhance the average revenu per user

Create innovative services and products

New version of « my RATP with me »: Mobile Internet

Create a new website

Enhance the average income per user

Customize services and relationship

RATP ADOPTED A NEW SEGMENTED APPROACH OF ITS RELATIONSHIP MANAGEMENT BASED ON

INDIVIDUALIZATION AND ON A BIGGER MOBILIZATION OF ITS FRONT LINE STAFF

MEMBERS

« le comptoir » to give assistance + SALES for casual customers « LE CLUB » for

season pass holders

Enhance the average revenu per user

Increase the numbers of customers Increase the

number of customers

Actions:

- Target high profil customers (tourists, ederlies )

- Increase the use of Public transport on specific areas

Target high profil customers potential:

Increase the number of customers

New strategy for the tourits

RATP: partnership with the City .

It contributes to the attractiveness and the business development of the city

For the Ederlies

Improve services

create dedicated tickets for

them

Increase the number of customers

Target high profil customers potential

Increase the use of PT on specific areas: “local marketing”

Increase the number of customers

- Carry out diagnostics and surveys to know the reasons why we do not perform

- Set up local action plans

Eg: Improve Public Transport Information

Improve the image

Improve the image and attribution of

our brand

Action :

- create positive attentions with surprises

create positive surprises (break the routine) for our customers

Customer Satisfaction

Time

Usual Trend

Lauching new

products

communication

positives Surprised

attribute at RATP

RATP to communicate

improve the image

An Example of a postive surprise: an animation dedicated for our customers

Conclusion of marketing strategy 2007-2010

Our new strategy started in 2007 we can not give you the results.

But we can say :

- the Loyalty program is a real sucess ,

- the revenu per user has increased

- The boarding committee increased our budget to launch news plans and actions.

We have to give the return on Investment for each action.