Valentina Anastasia

Antonio Grasso

Pilar Mancilla

Cristina Rossi

14th of February 2014

Anywhere, Everywhere

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EasyTo – Anywhere.

Everywhere.IDENTITY : We are a marketing agency that is in collaboration with the GTT transport system

of the city of Turin. We decide to start together this project in order, later, to extend it to other

big Italian cities and then to European ones.

We decide to start this project in Turin because it is the one that was already chosen for smart

cities initiative and it is a city that, because of the high level of pollution, needs to change in some

aspects. In this direction, we want to improve the ecological market of transports.

PEST ANALYSIS

Political: We have to take into consideration every different government of the municipality of

each city we want to collaborate with. Starting from the present project with Turin, there are not

important problems to be faced. The Mayor of Turin is directly elected every five years. Piero

Fassino, the current Mayor, belongs to the center-left coalition; he was one of the protagonists of

the Smart City Exhibition 2013, he said, “Smart cities are an integral part of the national policy for

cities and urban policies that represent the essential frame to local development”. Turin is also a

candidate to the European project of Smart cities and since few years, Turin is improving the

energetic efficiency of its infrastructures.

Economical: Turin is Italy’s third largest economic center after Rome and Milan. In 2010, the city

generated a GDP of $58 billion, ranking as the world's 78th richest city.

Social: Turin is a city that, in the last years, has seen an increasing number of tourists. It is full of

museums, parks and churches. It has some famous universities like the Polytechnic Institute of

Turin; many students come from abroad or from Piedmont.

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Technological: Turin is already a technological city, also in the transportation system; the

subway is recent and it is made with advanced technologies also thanks to the 2006 Winter

Olympic Games; and the public vehicles are for the biggest part new, so there is a high attention to

the environmental aspect. In Turin, there are programs, for example, the “New Turin Economy

Project” working to assist collaboration in the private technology sector. Companies and

institutions involved: Polytechnic Institute Mario Boella, Istituto Galileo Ferraris and the Centro

Ricerche Fiat (CRF, Fiat Research Center), Torino Wireless and the Ministry of University and

Research. There is a concentration of such companies at Environment Park and Virtual Reality &

Multi Media Park.

FOCUS GROUPWe made some questions to people living in Turin that could be our potential target. They are

people of different ages that come from different parts of Turin or from the suburbs, who study or

work in the city.

Questions:

1. What would you improve of Turin's transportation?

2. Would you use eco cars, bicycles and scooters?

3. Would you use an app that allows you to find your points of interest, have discounts for

restaurants, cinemas, museums, and travel with means of transport that you can find in

different zones of the city?

Guido, a boy of 21 years old that lives in a town next to Turin and studies Economics at the

University of Turin.

1. I will reduce bus services in favour of tram services in order to avoid traffic and losses of

time, especially in the morning. Tram passes more often but only for some routes, for other

ones there’s a long waiting time.

2. Apart from train station it is not easy to find clear maps around the city with the major

places of interest, and so I will see positively an app that will make it easier to find those

places. I don’t think I will use eco cars because of traffic problems, especially in certain

hours! I will use scooters but most of all I will use bikes because they are more useful,

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comfortable, cheap and also ecologic! Maybe I will use the car only with the rain or too

cold weather but I would rather use covered scooters.

3. Regarding restaurants discounts I would really like them and also maybe discounts for bars

and pizzerias for university breaks, considering that there are always more and more

students also from abroad!

Giulio, a young man of 32 years old who lives outside Turin and who works near Turin.

1. Considering Turin transports, first of all I will improve daily frequency of buses and trams

and moreover, I would like to have more buses at night. I will not be obliged to use the car

every night: I will save some money and it will be easy and fast to reach home. This would

be efficient and effective! I will add some music on board of buses and water dispenser in

summer at bus stop.

2. If there is the possibility to use eco cars, scooters and bicycles I will be glad to use them.

I can contribute to make this city healthier and less polluted! Stop the smog! It will also be

useful for tourists on holiday, a good initiative that I hope to see realized as soon as

possible!

3. I will use this app that will help me finding my favourite places of interests like cinemas,

museums, restaurants. I will save time and it will speed up my moves all around the city,

night and day. In addiction, if I will have the possibility to have discounts on them it will be

great to amaze girlfriend, friends and family booking in every moment everywhere directly

from the app on my phone. And going there with a nice car I found on the application!

Paola, a woman of 58 years old that lives and works in Turin.

1. The frequency of buses and trams, more transportation services, less waiting time and less

crowded buses.

2. Yes, I would use eco cars if the zones where I can find them are near my house, and

because I care about the environment.

3. Yes, I would use it. I would be interested in using these means and discounts for cinemas

and museums.

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Bernadette, a girl of 24 years old who comes from Lecce, South of Italy, in order to study at

Polytechnic Institute of Turin, and who uses only public transportation.

1. I would improve the security on buses and trams, and I would increase the frequency of

some lines, and I would close the subway later at night.

2. Yes, I would use eco cars, bicycles or scooters because I think these means are an

important good for society, they have a potential for the reduction of energy

consumptions, of gas, and pollution of the air and noise.

3. Yes, I would use this kind of app. Firstly, because I often use public transportation, so I

think these means could be useful as another solution for transport; secondly, also for

discounts and promotions because I am a passionate of food, cinema and art.

SWOT ANALYSIS

Strengths: The creation of a more efficient public transportation service; we want to bring the

attention of the target group on the importance of a smarter city, the innovation in creating new

electric means of transport (cars, scooters, bicycles).

Weaknesses: The app could be discriminatory for people without smartphones.

Opportunity: By increasing the efficiency of the public transportation service, we can induce

more people to use public service to move around the city. We can also draw people’s interest and

attention to visiting all the attractions of the different cities. With an increasing use of the electric

ecological transports, we can reduce the pollution of the city.

Threats: The competitors like Car2Go. The cost, even if we are thinking in very rational costs,

could affect our targets decision, and making people aware that this is a new possibility of

transportation. Compared to other big European cities, Turin is not a congested one: there is not

so much traffic and maybe some citizens will be more likely to take their own cars or scooters to

move around the city.

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COMMUNICATION PLAN

GOALS: Our goal is to create an easy app to get everywhere from anywhere. We want to

create an app available for all smart phones that give tourists, students and people from Turin the

simplest way to reach every part of the city easy and in a way that protects the environment.

What is the central issue of our project? It 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. For this aim, we want to increase the number of

zones of eco cars, scooters and bicycles.

This initiative is a small primary step that could be followed from other cities to join our product.

We also want to create big parking areas near our green spots (small parking zones spread all

around Turin where people can rent our bicycles, eco cars and scooters). The parking areas are

positioned out of the city centre and they are useful for people coming from outside Turin or from

off-centre zones. Customers can leave their cars there and use our transportation services.

TARGET GROUP: Our target for the first project is the city of Turin and especially everyone

living in, working in, studying in or visiting the city. Anyone with a smart phone can download the

free application and get in contact with Turin new easy way of travelling, enjoying and visiting.

Specifically men and women from 18 to 60 years old.

STP:

Segment: Transports and mobility market.

Target market: People that live in Turin and 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.

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MESSAGE: We want to make easier for citizens and tourists to travel around the city in a

comfortable and ecological way.

VRIO (valuable, rare, costly to imitate, organized): We are a firm with sustainable

competitive advantage.

MARKETING MIX:

4Ps:

Product: It is an application for smartphones where people can find the map of the city,

all the information about the ecological transports and the easiest way to reach the places

of their interest. Our marketing agency is in cooperation with Turin public transport system

(GTT) and our application provides customers with the precise route to reach the

destination and the nearest green spots where they can take ecological means of

transport.

Price: The price to download the application is free, but there is a low price for the use of

our transports. There is the possibility to buy a fidelity card that customers can find in

kiosks around the city or buy it in the GTT points, in the bigger subway and train stations. In

order to use the card and benefit from our transportation services, customers have to

register on the website of GTT or EasyTO and put their credit card number; money will be

taken directly from their accounts. Tariffs for the rental of our means of transports (cars

and scooters that customers find at the green spots) are: 25 Cents per minute, 6€ per half

an hour, 10€ per hour; for the bicycles is 20€ per year.

Placement: Anywhere, everywhere.

Promotion: There are incredible discounts for the users of our services, which people can

use in some museums, monuments, cinemas, theatres and restaurants. Moreover,

customers can benefit from our convenient season tickets: 6 hours of travel for 50€, or 24

hours of travel for 200€ (for eco cars and scooters).

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4Cs:

Customer Solution: This application helps customers to move around their own city.

This app facilitates the transportation of people and, at the same time, it helps the

environment.

Customer Cost: The price to download our application is free, but there is a low price for

the use of our transports. Customers have to pay the fidelity card with their credit card in

order to benefit from our transportation services. Tariffs for the rental of our means of

transports (cars and scooters that customers find at the green spots) are: 25 Cents per

minute, 6€ per half an hour, 10€ per hour; for the bicycles is 20€ per year.

Convenience: Customers can find the different types of transportation all around the

city, low prices and eco-friendly.

Communication: We create a billboard and we put it in neuralgic places like airports,

train stations, underground stations, and the major squares of the city. Moreover, tourists’

office of Turin and travel agencies promote our app.

COMMUNICATION TOOLS AND COMMUNICATION CHIANNELS

Advertising: Billboards, leaflets around the city and on public means of transport.

Public Relations:

Stands in the major squares of the city where our promoters explain the functions of the

app and how it can be useful for people. Distribution of merchandising (pens, pens for

touch-screens, USB drivers, block notes, key chains).

Media: Radio and newspaper advertising.

Public Affairs: Discounts for cinemas, museums, temporal exhibitions, theatres, some

restaurants and bars.

Sponsorship: Sponsorship with GTT that puts our advertising on buses, trams and subway; Fiat;

Piaggio; Polytechnic Institute of Turin; the University of Turin.

Viral Marketing: Banner online in websites and social networks.

New Tools and Social Network: Facebook and Twitter page (if you click “Like” you will have

10 minutes of free travel on any transportation.)

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