Tiêu đề [LINH THIÊNG]_[Round 1] - Linh Gia.pdf ✅

Key message Commuter touchpoint (Bus station, Metro station), inside and outside Bus/Metro advertising Contextual OOH (when congestion, traffic jam) Contextual TVC: how Grab Transit adapt to new life of students The considered riders Have multimodal transport habit with Grab Trip Planner Key driver: Affordability and convenience Price sensỉtive: Moderate Tend to carefully consider multiple factors before taking long trips Digital-first, open-minded, trendy, and dynamic Hustle lifestyle, travel frequently Have multimodal transport habit with Grab Trip Planner EXECUTIVE SUMMARY Target young commuters - students in big cities with growing public transit networks and daily congestion hotspots... Blend-in Social buzz, UGC contents Mỗi bước được tính, mỗi chặng được lo Integrate with Grab Sinh Viên platform Who have multimodal behaviors Drive new feature adoption through bundles and discounts Who still rely on personal vehicles Trigger multimodal trial behaviors by offering its convenience: FMLM controls, avoid congestions, smart city. GET TO BY GRAB TRỌN HÀNH TRÌNH CONSIDERED RIDER Students in big cities (TPHCM, Hanoi) GRAB trip planner Big idea SMART-ROUTE PLANNER - Automatically receive suggestions for the best travel route REAL-TIME SYNCHRONIZATION WITH BUS/METRO TIME - show the actual time the bus or train will arrive/delay, not just the fixed schedule. 1 CLICK-BOOKING (AND PAYMENT) PROCESS - 1 click for the whole start till the end journey, receive QR for passing through other transport and e-bill. Launching Sustain
Where to play Strategy to win Marketing Plan Public transportation has evolved from a global trend into a national priority in Vietnam, with aggressive government investments designed to drive economic growth via a more efficient mobility system. Upcoming... SITUATIONAL ANALYSIS CAGR: 5,71% over forecast period (2025-2033) Upsurge market size thanks to increasing revenue and investment GLOBAL VIETNAM trillion (VND) government allocation for transport infrastructure (2024) accounting for public investment 422 strong government commitment to modernizing public transit, especially in “kỷ nguyên vươn mình”. Key project PUBLIC TRANSPORTATION is experiencing global growth trend, reflecting strong shift towards sustainble urband mobility By late 2025: Metro Line 2 (Ben Thanh – Tham Luong) construction scheduled to start. By 2035: Ho Chi Minh City targets 7 metro lines (355 km), with a total investment of over USD 40.2 billion. 64,23%
Where to play Strategy to win Marketing Plan Despite positive early feedbacks, public transport adoption among students - the most regular public transport users remains low due to SITUATIONAL ANALYSIS 10M passengers in Metro Line 1. 200 train trips/day on average in H1 2024. As a result, public transportation improvements have received early adoption from Vietnamese commuters. Though public transport expanding, many commuters still RARELY use public transport. ⟶ There’re limitations in their experiences For STUDENTS - the most regular public transport users... They are most held back by... FFMMLLMM AACCCCEESSSS