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Other Papers on :Marketing Plans

C/M/295. Marketing Plan: Young Persons Railcard

(2006, 5000 words)

This direct marketing plan has been produced for Young Persons Railcard (YPRC), whose sales and marketing is undertaken by ATOC (The Association of Train operating Companies). The plan has been divided into five major chapters i.e. Marketing Strategy, Positioning, Database Strategy, Communication Plan and Budget. The report holds a summary of the current situation of the YPRC and how Train Operating Companies (TOC) wants to use it to increase their revenue. The main objective of this direct marketing plan is to increase the penetration of the YPRC in the people aged 16-25 and mature students by 3%. The report uses information from IDM case study on YPRC.
 
   
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