Indian Railway

Topics: Indian Railways, Shatabdi Express, Rajdhani Express Pages: 7 (1634 words) Published: January 28, 2012
Marketing Project

Submitted by:

Dhruti Badami 11BSPHH010XXX
Nikhil Goyal 11BSPHH01XXX



Marketing Mix

SWOT Analysis

Market Segmentation

Market Targeting

Market Positioning

The Way Forward


Indian Railways is the nationalized railway company of India which owns and operates most of the country's rail transport. It is the world’s second largest employer behind Chinese army; has one of the largest and busiest rail networks in the world, an extensive network, which is spread over 60000 Route Kilometre, of which approximately 30 per cent is electrified. The Indian Railways have played an integrating role in the social and economic development of the country , transporting over 18 million passengers and more than 2 million tonnes of freight daily, it is the world's largest commercial or utility employer, with more than 1.4 million employees. Besides its stated function of transporting men and goods across the length and breadth of the country, it also enhances the country’s economy. As the country is emerging as one of the rapidly growing economies in the world, the need for a well- organized transport infrastructure would become more vital. Although there have been other modes of transport available in the country, INDIAN RAILWAYS is still able to maintain its competitive position due to many advantages like geographical diversity, world’s largest networks, and above all its economical fares in delivering the services.

Marketing Mix

Railways offer three major types of services:
1) Freight Service
2) Passenger Service
3) Parcel Service

Freight Service
IR carries a huge variety of goods ranging from mineral ores, fertilizers and petrochemicals, agricultural produce, iron & steel, multimodal traffic and others. Ports and major urban areas have their own dedicated freight lines and yards. Many important freight stops have dedicated platforms and independent lines. Indian Railways makes 70% of its revenues and most of its profits from the freight sector, and uses these profits to cross-subsidise the loss-making passenger sector. . Within the freight segment, bulk traffic accounts for nearly 95 per cent, of which more than 44 per cent is contributed by coal. Indian Railways also transports vehicles over long distances. Trucks that carry goods to a particular location are hauled back by trains saving the trucking company on unnecessary fuel expenses. Refrigerated vans are also available in many areas. The "Green Van" is a special type used to transport fresh food and vegetables. Recently Indian Railways introduced the special 'Container Rajdhani' or CONRAJ, for high priority freight. The highest speed notched up for a freight train is 120 kilometres per hour (75 mph) for a 5,500 metric tonne load. Under the Eleventh Five Year Plan of India (2007–2012), Ministry of Railways is constructing a new Dedicated Freight Corridor (DFC) covering about 2762 route km long.

Passenger Service
* Duronto Express
These are the non-stop point to point rail services (except for operational stops) introduced for the first time in 2009. These trains connect the metros and major state capitals of India and are faster than Rajdhani Express. The Duronto services consists of classes of accommodation namely first AC, two-tier AC, three-tier AC, AC 3 Tier Economy, Sleeper Class, General Class. * Rajdhani Express

These are all air-conditioned trains linking major cities to New Delhi. The Rajdhanis have high priority and are one of the fastest trains in India, travelling at about 140 km/h (87 mph). There are only a few stops on a Rajdhani route. * Shatabdi and Jan Shatabdi Express

The Shatabdi trains are AC intercity seater-type trains for travel during day. Jan-Shatabdi trains consists of both AC and non-AC classes. * Garib Rath
Fully air conditioned trains, designed for those who cannot afford to...

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