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Marketing

 

3.41 Customer analysis

 

  • Segmentation

 

  1. EFF CLIENT (Eco, fast and Fit)

 

This type of client is a person who enjoys arriving as soon as possible to their meetings and loves to do physical activity.

 

The age range is between 18-35 years. They belong to a socioeconomic stratum between 4 to 6; most of them are single and are students or employees. Their principal reason to use bicity is the rapidity and price. Due to their ages, they are more susceptible to practice physical activity.

 

2. No stress

 

This type of consumer is a single person who love to be relax, no matter what, the most important thing in life for him is to be relax and to not get stress, this type of client enjoys not only to be relax but also to see the landscape.

 

The range is between 25-45 years.

 

3. HealthyStar

 

This type of customer is a person who loves to be healthy, it means that he or she likes to eats healthy and to be active, for that reason is that they are clients of us.

 

The range is between 18-25 years.

 

  • Target

 

Our customers are people with ages between 18-35 and with a social stratification from 3-5. This type of people likes to get quickly to their places in order to reduce their stress and improve their health doing exercise by using one of our bicycles or renting one of our bikes lots.

 

3.42 Selling Services

 

  • Advertising

 

1.Social networks (Facebook, instagram and twitter), to attract customers and to show the importance of use bicycle instead of other kind of transportation by using ads.

 

 

 

 

 

 

 

 

 

  • Instagram FanPage (@bicityusabana)

 

  • Twitter (@bicity1)

2. Give to all our clients a water bottle to create loyalty in them. 

 

 

 

 

 

 

 

 

 

 

3. Promotional video in YouTube

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

4.  Stands and publicity in places near the parking lot.

 

  1. CC Santafé

  2. CC Mirandela

  3. CC San Pedro Plaza

 

5. Ads in places near to the parking lot so that people get to know us.

 

  • Promotions

 

Media and non-media marketing communication are:  employed for a predetermined, limited time to increase consumer demand, stimulate market demand or improve product availability so the ones we are going to use are the following:

 

 

  •  Plans

 

  • Weekly parking plan: This plan includes seven days of parking with unlimited time.

 

  • Weekly rental plan: This plan includes seven days of rental service and with a additional benefit that is one day more for free.  

 

  • Monthly parking plan: This plan includes 30 days of parking service.

 

  • Monthly rental plan: This plan includes 30 days of rental service and one week for free.

 

  • Semester parking plan: This plan includes 180 days of parking service with 15 days for free.

 

  • Semester rental plan: This plan includes 180 days of rental service with 20 days for free.

 

  • Annual parking plan: This plan includes 360 days of parking service with two months for free.

 

  • Annual rental plan: This plan includes 360 days of rental service with two months for free.

 

      Associations: 

 

  • Partnership with IDRD where we are going to make a discount for the people who are in the ciclovia for 10% in the rental service.

 

  • Partnership with Bike House and Falabella where for each bike purchased they get for free one day of parking with us, and that way we can get new incomes.

 

  • Partnership with Adidas, and media marathon de Bogota, where we are going to put advertising of them in our bikes.

 

  • Partnership with Fedco, for purchases over $100.000, we give them 3 days for free in parking service.

 

  • Referral system: A member who is active and refer to someone who actually purchases a membership plan in bicity will get benefits and an additional month for free in the service that his referral selected.

 

 

3.4.3 Product and Service Planning

 

  • Test Marketing

 

The test marketing was developed by a marketing survey, this are the conclutions:

 

The 62.2% of our target population are students and the remaining 37.8% is divided into self-employed and unemployed. 45.3% of the population belongs to layer 4, 24.1% belongs to stratum 5 and 18.4% belongs to stratum 3, concluding our target in strata 3,4 and 5 as our major customers.

 

Although the majority of respondents do not use as transportation the bicycle, 84.37% of them want to include in their daily lives because this will avoid the problems of mobility that are currently happening in the city supporting them not only to keep a healthy lifestyle but saving stress.

 

This test marketing helped us to know the likely success of the new service in the market and helped us to identify critical points for posterior implementing strategies to achieve improvements in service performance and customer acceptance.

 

  • Pricing

 

For fixing our prices, we looked at rates that handle our competition and decided to assign a lower price than these, to enter the market with an attractive price, in order to be able to upload them to an optimal price according to our future growth. Additionally, we set the price of services so that it is accessible to our target.

 

 

 

 

 

 

 

 

 

 

 

 

 

3.4.5 Marketing Research

 

After analyzing the data of parking lots market analyzed by surveys and the external audit we have got the following result of marketing research:

 

1.Due to increased income in the economy of the people, their disposable income for personal expenses according to DANE, consumption towards recreation and culture has been the most percentage change, thus the sports industry among them the bicycles have been seen favored as they make part of this group.

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2. Today, most people prefer to walk instead of use bicitaxi or van in order to save that money.Most people will use our service because they worry about their health; this leads us to believe that companies that promote healthy lifestyle obtain a business opportunity with our business.

 

3. Increased rates of parking lots have encouraged the use of bicycles.

 

4. The Stress has a big influence on health today; this makes us to become a great attraction for our consumers.

 

5. The stress caused by traffic problems makes people choose to use bicycles to reach quickly and quietly to your destination.

 

3.4.6 Cost/Benefit Analysis

 

ADVERTISING

 

The cost / benefit of advertising investment will bring economic benefits to the company, so that through brand positioning by: advertising kits by use bicycle, advertising stands in shopping centers, partnerships with sports shops, health and beauty, the construction of the website, social networks, promotion service through flyers  with  discount and free hours and days with the purchase of certain amount in chain stores like Falabella, Bike House, Adidas all those activities will increase the number of sales service, with new people who know our company and link to it.

 

APPLICATION

 

The cost / benefit of using the application and information system brings a profit for the company and for customers, because customers will be able to have a direct interaction with the use of bicycle, progress and results during the time they have taken BICITY services; In addition to the company, the application deployment succeeds in creating loyalty by customers and will retain them. Also being in line with technological trends that the market demands, attract as much linked clients to identify themselves with this new trend.

 

DATABASE

 

The cost / benefit of implementing the system database will bring BICITY minimization in time because the processes that employees performed in their daily work will be automatized. Thus achieve an efficient system implementation to be consistent with the performance of the company.

 

MACHINERY

 

The cost / benefit of our bikes will be reflected in the amount of rents and parking that our clients purchased, so will be linked to the cost incurred to acquire them.

 

 

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