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A project of a marketing plan, made for the course of International Marketing & Advertising, Master MICRI (IULM)
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Valentina AnastasiaAntonio GrassoPilar MancillaCristina RossiEasyTO
P ES T
FOCUS GROUP
FOCUS GROUP
1. The public service transportation could be more efficient, busses and trams are not so frequent. They would like to have another solution to travel around the city.
2. They will be glad to use eco transportation that help the environment and decrease Turin's pollution. According to age, young people would prefer to use scooters and bicycles to go to university and in the centre in order to avoid traffic; older people would prefer to use eco-cars.
3. They think the app would be an useful and new solution to move around the city also to save money, time and reach easily and fast different places of interest. Discounts for cinemas, restaurant and museum are something very nice and will motivate more people to use the app!
SW
OT
COMMUNICATION
PLAN
Our goal is to create an easy app to get everywhere from anywhere.
What is the central issue of our project? Is to use ecological cars, bikes and scooters, in order to reach the final goal of using the new technologies to make transportation more environmentally friendly, accessible and affordable to people.
GOALS
Everyone living in Turin, working, visiting or studying in there.
Anyone with a smart phone can download the free application .
Specifically men and woman from 18 to 60 years old.
TARGET
• Segment: Transports and mobility market.
• Target market: people that live in the city of Turin and then people of the most important cities of Europe (students, workers, citizens in general, tourists, etc.).
• Position: enter the market of the apps regarding the transportation in the biggest cities of Europe.
STP
We want to make easier for citizens and tourists to travel the city in a comfortable and ecological way.
MESSAGE
EasyTO
EasyTO
EasyTO
Easy
TO
MARKETING
MIX
COMMUNICATION
TOOLS AND
CHANNELS
ACTION Nº1
APP
EasyTO
ACTION Nº2
SPONSORSHIP
ACTION Nº3
ADVERTISING
EasyTO
EasyTO
ACTION Nº4
MEDIA
ACTION Nº5
PUBLIC
RELATIONS
EasyTO
EasyTO
Anywhere, Everywhere
EasyT
O
EasyTO
Easy
TO
EasyTO
EasyTO
ACTION Nº6
VIRAL
MARKETING
The new way of transportation..Everywhere, AnywhereDOWNLOAD THE APP FREE
ACTION Nº7
PUBLIC AFFAIRS
CONCLUSIONS
THANK YOU FOR YOUR
ATTENTION!
