Marketing communication plan for OnniBus.com

Abstract

This thesis examines the theoretical framework for marketing communications, applicable to the public transportation industry and to the case company OnniBus.com. The thesis also gives an overview of the Finnish public transportation markets and legislation. A high level marketing communication plan is developed for the five target segments of OnniBus.com: students, work commuters, seniors, event visitors and tourists. For each segment, the marketing communication plan lists the goals, the marketing mix, customer buying behaviour patterns, competitive differentiator issues, and methods to measure the success of the communications. The developed marketing communication plan template is also applicable for any other business or segment, current or future.