Aeroexpress commercial strategies - Data Interchange for Air

Aeroexpress commercial strategies - Data Interchange for Air

MORE THAN AEROEXPRESS
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Air//Rail 2012, Berlin, 19.09.2012
Aeroexpress Raicing Team fight for the Lada Granta Cup
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TRANSGROUP
PART
FEDERAL
OPERATOR
POWERFUL
BRAND
INNOVATIVE
COMPANY
HIGH QUALITY
STANDARDS
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Aeroexpress LLC is one of the Transgroup AS private holding parts. It
has been created as the result of Russian railways industry reform
Air-Rail
InterCity
International
Suburb
region express
50%
Worldwide Invest
50%
TRANSMASHHOLDING
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Aeroexpress is the federal air-rail operator in Moscow, Sochi and
Vladivostok, Saint-Petersburg is the following stage
Pulkovo
Saint-Petersburg
Sheremetyevo
2015
Moscow
Vnukovo
Sochi
Knevichi
2012
Domodedovo
2002-2008
Sochi
Vladivostok
2012
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Aeroexpress is developing the suburb railway transportations in
Moscow region and the potential air-rail transfer under the Region
express local trade mark
DUBNA
ALEXANDROV
VLADIMIR
region express
LOBNYA
MOSCOW
ZVENIZOROD
OREKHOVO-ZUEVO
MOZHAYSK
OZHERELYE
RYAZAN
KALUGA
TULA
POTENTIAL:
9 routes
25 Kpass a day
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Moscow is the main Aeroexpress market. All Moscow airports are
connected with the downtown via Aeroexpress air-rail links
5:00 – 00:30
every 30 min
journey time 45 min
3 air-rail routes
200 departures a day
40 Kpass a day/ 0,3 mln. € a day
99,7% on-time arrivals
5:30 – 00:00
every 30/60 min
journey time 35 min
Launched in:
2002
2005
2008
6:00 – 00:00
every 30 min
journey time 45 min
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Aeroexpress air-rail links are integrated into Moscow mass transit
system. Aeroexpress downtown terminals have very fast connections
with the Moscow Circle line and railway stations
10 mln. pass. a day
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The Aeroexpress total ridership increased almost in 2 times for the last
2 years
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22.03%
19.98%
Ridership, mln.pass
12
10
15.14%
16.67%
14.3
25%
20%
12.4
15%
10.1
8
6
10%
6.8
Market share, %
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22.75%
4
5%
3.9
2
0%
0
2008
2009
2010
2011
2012
The train ticket cost increased by 22%: 2009 / 6,0 € 2012 / 7,5 €
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Aeroexpress is the very powerfull & common brand name of
worldwide air-rail service with high quality standards for Muscovites
& Russians
Brand awareness improved (Russia):
2009 / 78% 2011 / 92%
≈
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New logo and corporate style is very important part of Aeroexpress
new service quality standards
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The Aeroexpress
campaign 2010 (Never miss your flight!) &
The
marketingmarketing
campaign.
2011 (Be on time!) is the main part of the marketing strategy
Make friends with stoppers in facebook
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Aeroexpress has an extensive distribution network in Russia and the
CIS. Tickets are sold through travel agencies and the Internet
80 regions
1 200 point of sales
12 airlines
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Aeroexpress is the innovative company which introduces new ticketing
and boarding control technologies
11 - 12
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Aeroexpress introduced the in-house Integrated Control Centre based on
the NICE Situational Management System. It provides real-time control
over all quality, safety and security aspects of the transportation
Delay / Overload / Accident / Failure / Emergency / Terrorism / Fire / Access / Statistics
24 hours on-line
Supervisor
Rolling stock
manager
Safety and security
manager
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220 CCTV cameras
In the end of this year Aeroexpress will introduce smart phone
applications
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Aeroexpress organized business class services on all its air-rail
connections for passengers who prefer the best possible service.
It is popular for 5% of the Aeroexpress passengers
• Separate coach
• Greater leg room between seats
• Guaranteed seat
• Closet for hanging overcoats
• Mineral water
• Business newspapers
DISCOUNTS AND PRIVILEGES FOR
MasterCard PREMIUM CARDS HOLDERS
PREMIUM
SELECTION
10 % discount
for the Aeroexpress business class
Standard class - 8€/ Business class - 17€
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Aeroexpress equipped in-house maintenance depot to perform all types
of maintenance and light kinds of repair
• 146 employees
• Whole area: 56 000 m2
• Workshop area: 12 000 m2
Maintenance workshop
Repair workshop
Auxiliary rooms,
wheels reprofiling
Storages
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Aeroexpress uses electric trains of AERO series in two class
configuration was made TRANSMASHOLDING
26 seats
2+2
10 coaches
544 seats
3+2
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In peak periods density of trains population exceeds 150%. Since 2015
Aeroexpress plans to use dividable double-deck coaches to increase
trains capacities and transportation efficiency
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At the moment Aeroexpress uses combined development strategy in
which dominate development in the new markets and wide
differentiation
Corporate strategy
New products
Product development
Moscow air-rail market
Lower cost
Cost leadership
Differentiation
Differentiation
New ticketing technologies
Branding
Broad target
Existing markets
Existing products
Market penetration
Competitive strategy
Service quality standards
Double-deck trains
Market development
Product/ market diversification
Sochi air-rail market
Moscow suburb market
Vladivostok air-rail market
Sochi suburb market
Saint-Petersburg air-rail market
Vladivostok suburb market
…
Train maintenance market
Cost focus
Differentiation focus
Narrow target
New markets
Airlines partnership
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Thank you for your attention!
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