Consumer Behavior: Bay Area Bike Share
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“Your most unhappy customers are your greatest source of learning.” Bill Gates “Your company's most valuable asset is how it is known to its customers.” Brian Tracy “Transforming a brand into a socially responsible leader doesn't happen overnight by simply writing new marketing and advertising strategies. It takes effort to identify a vision that your customers will find credible and aligned with their values.” Simon Mainwaring
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Transcript of Consumer Behavior: Bay Area Bike Share
“Your most unhappy customers are your greatest source of learning.”
Bill Gates
“Your company's most valuable asset is how it is known to its customers.”
Brian Tracy
“Transforming a brand into a socially responsible leader doesn't happen overnight by simply writing new marketing and advertising strategies. It takes effort to identify a vision that your customers will find credible and aligned with their values.”
Simon Mainwaring
Personal Experience
Personal Experience
Personal Experience
Personal Experience
Piyanuch Kangwankijwanich (Tu), Thitirat Jetaramwong (Annie)
MKT 338 Consumer BehaviorInstructor: Michal Strahilevitz
Fall 2013Mariam Benmoussa, Olga Levkina, Kohki Seimiya
Current Situation
Product
Contemporary Bikes Mobile App Customer Service 24/7
Price
Unlimited 30-minute trips
•$88 Annual
•$22 3-Day
•$9 24-Hours
Place
Crowded strategic locations
•Transportation hubso CalTrain, BART, MUNI, Ferry
•Financial districts
•Downtowns
Promotions
Target Market
Demographics•18+
•Males & females
•Working professionals
Geographics•Do not live and work in the same area
Psychographics
•Active•Sportive•Looking for fast commute
Competitors
No direct competitors
•BABS is unique in its product category
Indirect competitors
•19 bicycle rentals
Our Research
Research
Interviews
10 males & 10 females
12 BABS users vs. 8 Non users
16 Working professionals vs. 4 Students
7 Living in the city and working in the city
9 Living outside the city and working in the city
Social media
Facebook, Twitter, YouTube (27 comments)
Insight
Heavy users: Living outside the city and working in the city
Insight (Cont.)
Limited number of stations vs. smaller stations
Insight (Cont.)
Caltrain Station, Weekday, Morning 8 - 10 am
Empty stations in morning peak hours
Insight (Cont.)
Caltrain Station, Weekday, Evening 5 - 8 pm
Full stations in evening peak hours
Insight (Cont.)
Inconvenient time limit (30 min)
Insight (Cont.)
Peace of mind
Insight (Cont.)
What is Ride Mint?
Experiment: Day 1
Walking•Time: 25 min
•Price: $0
Experiment: Day 2
MUNI•Time: 14 min (MUNI) + 6 min (walk)
•Price: $2
Experiment: Day 3
Bay Area Bike Share•Time: 12 min (bike) + 3 min (walk)
•Price: $9 vs. 24 cents/day
•Enjoyable
Product Benefits
Save your health, time, and money!
People Do Not Know How to Use
People Are Struggling with Usage
Inconvenient Payment System
List of Problems
• People do not know how to use
• People are struggling with usage
• Empty/full stations in peak hours
• Inconvenient payment system
Recommendations
BABS Racing Challenge
BABS Racing Challenge
Find Sponsors to make this event be
‘talk of the town’ topic
and catch media’s attention
BABS Racing Challenge
Pair up Find and follow hints First pair that reaches the destination gets the prize
BABS Racing ChallengePre-Launch: Create awareness
On
line
On
-gro
un
d
BABS Racing ChallengePre-Launch: Create awareness
Print media & Broadcast
BABS Racing Challenge
Pre-Launch: Create awareness
BABS Racing ChallengePre-Launch: Recruiting Methods
Step 1: Duo prospect racers create videos telling how can they change SF to be a greener place
Step 2: Post those videos on BABS’s FB - This is the way we could drive traffic to BABS’s FB
BABS Racing ChallengePre-Launch: Recruiting Methods
Step 4: Announce 10 pairs of candidates (20 people in total) on BABS’s media
Step 3: 10 videos that get most likes on BABS’s FB will be candidate racers
Support the winner’s idea by donating money online
BABS Racing ChallengeLaunch: Given Accesories
Create awareness when racers bike around the city
Experience BABS App
BABS Racing ChallengeLaunch: How to play
BABS Racing ChallengePost- Launch: Share the experience through media
Video Contest
● Share you best experience on
Instagram, YouTube
• Winner: Number of likes
• Prize: Annual memberships
Proactive Bikes Rotation
Payment System
Facebook Gift Cards
Our Conclusion
Conclusion
“If you do build a great experience, customers tell each other about that. Word of mouth is very powerful.”
Jeff Bezos
References
• Bay Area Bike Share. (2013). Bay Area Bike Share. Retrieved from http://bayareabikeshare.com
• Bay Area Bike Share Facebook. (2013). Bay Area Bike Share. Retrieved from https://www.facebook.com/BayAreaBikeShare
• Bay Area Bike Share Twitter. (2013). Bay Area Bike Share. Retrieved from https://twitter.com/SFBayBikeShare
• Bay Area Bike Share Tumblr. (2013). Bay Area Bike Share. Retrieved from http://bayareabikeshare.tumblr.com
• Bay Area Bike Share Instagram. (2013). Bay Area Bike Share. Retrieved from http://instagram.com/bayareabikeshare
• SFMTA. (2013). City Bike Count Up 71 Percent Since 2006. Retrieved from http://www.sfmta.com
Q&A
Backup Slides
Bike
Example of Indirect Competitor
Founder: BAAQMD
