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Effectiveness of Promotional Activities in M.S.R.T.C in Nagpur Rural Depot Abhijeet Agashe

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Promotional activities play a significant role in overall marketing strategies for an organization. In semi-government institutions, the scope of promotional activities is restricted due to a component of social accountability and responsibility. Thus, the nature of marketing strategies is slightly different and these strategies need to be studied with a different perspective. This paper is directed at studying the present strategies in Maharashtra State Road Transport Corporation (M.S.R.T.C) and suggesting the possible areas for improvement. MSRTC is the largest public transport system in Maharashtra. Its operations cover all the cities, towns and almost all the villages in the vicinity of Maharashtra. The objective of MSRTC is to provide facility of easy transport at affordable costs to the public at large. It has more than 16,000 buses operating in the state. It provides facilities for various segments like Luxury, Semi Luxury, Express and Ordinary buses for the various segments of customers. The promotional activities carried out by MSRTC are concessional passes and runs various programmes. This paper explores the activities that can be carried out for further attracting more passengers. On the basis of these primary findings, a charter for future courses of action has been developed so as to improve the promotional activities of MSRTC, so as to explore new avenues for customer satisfaction and attraction.