The brand initiatives are presented as part of the marketing plan. An important consideration at this point is how the marketing plan becomes the actual implementation of the strategy. Where the marketing strategy is defined in terms of what Giken hopes to achieve, the marketing plan will present how this will be achieved. The marketing plan is a very creative part of solutions. Here some elements of the 7Ps will be used. Some of the aspects addressed here are as follows.
In terms of promotion,
For both the information awareness strategy and the campaign strategy, it is necessary to collate a large number of people. This would hence be a good place to give them some promotional offers, or at least collect some feedback on what form of promotional offers they would prefer if they were to register with Giken.
In promotions, emphasis must be made on how the services are a long-term solution for the existing bicycle parking problem in Sydney and other major metropolitan areas.
In terms of products and service features,
Here, the service being sold is parking space in an automated unique way, which solves many of the bicyclists problems. This should be highlighted. The service intention is to solve a problem for the existing consumer. Research marketing studies note that when consumers feel that a company is catering to their concerns then they are more likely to connect with the company.
Secondly, it is necessary to ensure that the services in terms of ecology conservation, energy conservation, carbon emission reduction, etc. must be highlighted. The people of Sydney and New South Wales are very concerned about the environment. In fact, as their travel profiles with respect to urban transportation shows, they might be making the transition save on energy and reduce carbon emissions. In fact, Sydney compared to all other Australian cities show a higher percentage in use of the urban public transport (UPT). Therefore, the people in Sydney would be more than willing to make the transition to using a travel mode that reduces carbon emissions such as bicycling.