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report:mkt [2026/04/20 18:38] – [4.6. Strategy] epsatisepreport:mkt [2026/04/26 19:22] (current) – [4.3. Business Model] team5
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-**4.3.1 Customer Segments & Relationships**+== 4.3.1 Customer Segments & Relationships ==
  
 Our target group (Customer Segments) consists mainly of “The Digital Exhausted” (young, urban commuters aged 18–45), regular travellers and city enthusiasts. The relationship we build with them (Customer Relationships) is not transactional, but revolves around active co-creation and a shared sense of urban connectedness. The channels (Channels) used to reach them are primarily direct and tactile (via the sensors in the handrails) and then digital (via the QR codes in the underground stations). Our target group (Customer Segments) consists mainly of “The Digital Exhausted” (young, urban commuters aged 18–45), regular travellers and city enthusiasts. The relationship we build with them (Customer Relationships) is not transactional, but revolves around active co-creation and a shared sense of urban connectedness. The channels (Channels) used to reach them are primarily direct and tactile (via the sensors in the handrails) and then digital (via the QR codes in the underground stations).
  
  
-**4.3.2 Primary Exchange Relationship & Object Pillar**+== 4.3.2 Primary Exchange Relationship & Object Pillar ==
  
-To understand CONNECT as a brand, we use Paulo Lencastre's Brand Triangle <color #ed1c24>[add citation to this reference]</color>, which looks at a brand from three angles: identity, object, and response.\\+To understand CONNECT as a brand, we use Paulo Lencastre's Brand Triangle [(Lencastre2009)], which looks at a brand from three angles: identity, object, and response.\\
  
   - The Identity Pillar covers what the brand looks and feels like — the name, the flowing light patterns on the ceiling, and the minimalist QR interface.   - The Identity Pillar covers what the brand looks and feels like — the name, the flowing light patterns on the ceiling, and the minimalist QR interface.
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 Each of these pillars is developed further in Section 4.6.5. Each of these pillars is developed further in Section 4.6.5.
  
-**4.3.3 Revenue Streams and Cost Structure**+== 4.3.3 Revenue Streams and Cost Structure ==
  
 The logistics, engineering and infrastructure entail a Cost Structure, including the production of hardware kits (sensors, microcontrollers), installation, and crucial maintenance (where protection against and repair following vandalism plays a key role). However, the financing is not borne by the end-user. Instead, we generate revenue through the following revenue streams: The logistics, engineering and infrastructure entail a Cost Structure, including the production of hardware kits (sensors, microcontrollers), installation, and crucial maintenance (where protection against and repair following vandalism plays a key role). However, the financing is not borne by the end-user. Instead, we generate revenue through the following revenue streams:
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 A successful marketing strategy must always be grounded in a thorough market analysis. To shape our strategy, we analyse the marketing environment: the external factors and forces that influence our ability to build and maintain successful relationships with our target audience. This environment is divided into the macro-environment and the micro-environment. A successful marketing strategy must always be grounded in a thorough market analysis. To shape our strategy, we analyse the marketing environment: the external factors and forces that influence our ability to build and maintain successful relationships with our target audience. This environment is divided into the macro-environment and the micro-environment.
  
-**4.4.1. Macro-environment (PESTEL Factors):** +== 4.4.1. Macro-environment (PESTEL Factors): ==
  
-The Macro-environment consists of the broader societal forces that influence the Micro-environment. To systematically examine these external variables and anticipate challenges and opportunities, we use a PESTEL analysis.+The Macro-environment consists of the broader societal forces that influence the Micro-environment. To systematically examine these external variables and anticipate challenges and opportunities, we use a Political, Economic, Social, Technological, Environmental, Legal (PESTEL) analysis.
  
 By identifying these factors, we can anticipate potential challenges and see the opportunities. Figure {{ref>pestel}} provides a summary of these external drivers.  By identifying these factors, we can anticipate potential challenges and see the opportunities. Figure {{ref>pestel}} provides a summary of these external drivers. 
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-**4.4.2. Micro-environment (Porter’s 5 Forces):** +== 4.4.2. Micro-environment (Porter’s 5 Forces): == 
  
 The micro-environment comprises the forces close to the company that influence our ability to serve the customer, such as customers, competitors and suppliers. We use Porter’s 5 Forces {{ref>porter}} to analyse these specific competitive forces within the Porto Metro ecosystem: The micro-environment comprises the forces close to the company that influence our ability to serve the customer, such as customers, competitors and suppliers. We use Porter’s 5 Forces {{ref>porter}} to analyse these specific competitive forces within the Porto Metro ecosystem:
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 ==== 4.5. SWOT Analysis ==== ==== 4.5. SWOT Analysis ====
  
-According to the Marketing Strategy Planning Process, the SWOT analysis is the strategic intersection where our internal business environment (Company) and the external market environment (Customers & Competitors) converge. This model, presented in Figure {{ref>fig_label}}, helps us to balance the internal Strengths and Weaknesses of the CONNECT concept with the external Opportunities and Threats in the market. This analysis forms the basis for our differentiation and positioning strategy.+According to the Marketing Strategy Planning Process, the Strengths, Weaknesses, Opportunities, Threats (SWOT) analysis is the strategic intersection where our internal business environment (Company) and the external market environment (Customers & Competitors) converge. This model, presented in Figure {{ref>fig_label}}, helps us to balance the internal Strengths and Weaknesses of the CONNECT concept with the external Opportunities and Threats in the market. This analysis forms the basis for our differentiation and positioning strategy.
  
 <WRAP centeralign> <WRAP centeralign>
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 - Economic Constraints (Macro-Economic): Economic recessions or cuts to local authority budgets may lead transport authorities to be reluctant to invest in infrastructure. - Economic Constraints (Macro-Economic): Economic recessions or cuts to local authority budgets may lead transport authorities to be reluctant to invest in infrastructure.
  
-===== 4.6. Strategy =====+==== 4.6. Strategy ====
  
-**4.6.1 Strategic Objectives**+== 4.6.1 Strategic Objectives ==
  
 CONNECT’s strategic direction is based on tangible objectives, designed to validate our impact on urban social dynamics. As we operate from a social marketing perspective, our primary objective is not to generate financial profit, but to influence and transform passenger behaviour. CONNECT’s strategic direction is based on tangible objectives, designed to validate our impact on urban social dynamics. As we operate from a social marketing perspective, our primary objective is not to generate financial profit, but to influence and transform passenger behaviour.
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 - Behavioural Change: We aim to break through passive consumption inertia. The objective is to measurably increase the percentage of passengers who put their smartphones away for 30 to 60 seconds between stops during the three-month pilot phase. - Behavioural Change: We aim to break through passive consumption inertia. The objective is to measurably increase the percentage of passengers who put their smartphones away for 30 to 60 seconds between stops during the three-month pilot phase.
  
-- Co-creation & Engagement (Customer Involvement): To bridge the gap between physical presence and digital reflection, we are focusing on active participation in Phase 2. Our goal is to collect at least <color #ed1c24>1,000</color> anonymous contributions (stories or life lessons) via the QR interface within the first 30 days.+- Co-creation & Engagement (Customer Involvement): To bridge the gap between physical presence and digital reflection, we are focusing on active participation in Phase 2. Our goal is to establish a baseline engagement rate by collecting an initial corpus of anonymous contributions (stories or life lessons) via the QR interface to validate platform viability within the first 30 days.
  
  
-**4.6.2 Segmentation and Targeting**+== 4.6.2 Segmentation and Targeting ==
  
 To design an effective marketing mix, we cannot target every metro passenger. We use market segmentation to define a specific target group. Our primary target group is the Young Urban Commuter (Gen Z and Millennials, aged 18–45). This segment meets the criteria for effective segmentation: it is measurable, accessible, substantial in size, actionable and responds conceptually differently to our campaigns than other groups. To design an effective marketing mix, we cannot target every metro passenger. We use market segmentation to define a specific target group. Our primary target group is the Young Urban Commuter (Gen Z and Millennials, aged 18–45). This segment meets the criteria for effective segmentation: it is measurable, accessible, substantial in size, actionable and responds conceptually differently to our campaigns than other groups.
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-**4.6.3 Positioning**+== 4.6.3 Positioning ==
  
 Positioning determines how we want our target group to perceive CONNECT in relation to competitors. Our biggest competitor for the commuter’s attention is the smartphone. A strong positioning strategy requires two elements: Identification and Differentiation. Positioning determines how we want our target group to perceive CONNECT in relation to competitors. Our biggest competitor for the commuter’s attention is the smartphone. A strong positioning strategy requires two elements: Identification and Differentiation.
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-**4.6.4. Marketing-Mix**+== 4.6.4. Marketing-Mix ==
  
 To implement our strategy, we are shifting the focus from the organisation to the consumer. We are therefore transforming the traditional 4 Ps into the 4 Cs of marketing. Our marketing-mix is explained in Figure {{ref>fig:marketingdiagram}}. To implement our strategy, we are shifting the focus from the organisation to the consumer. We are therefore transforming the traditional 4 Ps into the 4 Cs of marketing. Our marketing-mix is explained in Figure {{ref>fig:marketingdiagram}}.
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-**4.6.5 Brand**+== 4.6.5 Brand ==
  
 Building a strong brand involves much more than simply slapping a name on a product. Within modern marketing management, we analyse CONNECT using Paulo Lencastre’s holistic Brand Triangle, which consists of three pillars: Building a strong brand involves much more than simply slapping a name on a product. Within modern marketing management, we analyse CONNECT using Paulo Lencastre’s holistic Brand Triangle, which consists of three pillars:
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 - Response Pillar (Image & Public Mix): This concerns the associations that the target audience has with our brand. We consciously build a strong emotional dimension (Emotional Branding). The brand personality is not a cold technological system, but a warm, honest ‘friend’ in the city. By employing Relationship Marketing, we build trust and ensure a high share of mind and share of esteem among both passengers and public sector employees. - Response Pillar (Image & Public Mix): This concerns the associations that the target audience has with our brand. We consciously build a strong emotional dimension (Emotional Branding). The brand personality is not a cold technological system, but a warm, honest ‘friend’ in the city. By employing Relationship Marketing, we build trust and ensure a high share of mind and share of esteem among both passengers and public sector employees.
  
-**Design System**+== Design System ==
  
  
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-**4.7.1 Programmes (Action Plan)**+== 4.7.1 Programmes (Action Plan) ==
  
 Our marketing programme for the launch of CONNECT is divided into three concrete action pillars during a three-month pilot phase: Our marketing programme for the launch of CONNECT is divided into three concrete action pillars during a three-month pilot phase:
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-**4.7.2 Budget**+== 4.7.2 Budget ==
  
-As CONNECT is a social marketing initiative operating within a B2G (Business-to-Government) model, the budget is not funded by the end user, but through public funds, ISEP, grants and Metro do Porto. The estimated costs are based on the list of materials in deliverables. The marketing and operational budget for the pilot phase is allocated as follows:+As CONNECT is a social marketing initiative operating within a Business-to-Government (B2G) model, the budget is not funded by the end user, but through public funds, ISEP, grants and Metro do Porto. The estimated costs are based on the list of materials in deliverables. The marketing and operational budget for the pilot phase is allocated as follows:
  
-- R&D and Hardware (Largest cost item): the prototype hardware for one carriage totals approximately €730. This covers all core components including microcontrollers, enclosures, pressure sensors, LED strips, and supporting electronics.+- R&D and Hardware (Largest cost item): The hardware for a single carriage deployment totals approximately €730 (as detailed in the initial cost analysis, Section 3.3.1). This covers all core components including microcontrollers, enclosures, pressure sensors, LED strips, and supporting electronics.
  
-- Digital Infrastructure: currently €0. +- Digital Infrastructure: Currently €0. 
 Hosting the Phase 2 web platform via Vercel and Supabase falls within free tiers for a pilot-scale deployment. Should the platform be formally launched or scaled to additional lines, monthly costs are estimated at €50–100 or more. Hosting the Phase 2 web platform via Vercel and Supabase falls within free tiers for a pilot-scale deployment. Should the platform be formally launched or scaled to additional lines, monthly costs are estimated at €50–100 or more.
  
-- Promotional materials:  €150–300.+- Promotional materials: €150–300.
 Design and printing of guerrilla marketing posters, QR code stickers, and flyers for stations along the pilot line. Design and printing of guerrilla marketing posters, QR code stickers, and flyers for stations along the pilot line.
  
-- Maintenance & Management (Contingency):  est. 15% of hardware cost (≈€110)+- Maintenance & Management (Contingency): Est. 15% of hardware cost (≈€110).
 A reserved budget for repairs and component replacement. A reserved budget for repairs and component replacement.
  
 Estimated total (pilot phase): €1000–1200 Estimated total (pilot phase): €1000–1200
  
-**4.7.3. Control**+ 
 +== 4.7.3. Control ==
  
 To ensure the success of the marketing strategy, a structured monitoring plan is needed. This plan focuses on tracking progress, evaluating effectiveness and making adjustments where necessary.  To ensure the success of the marketing strategy, a structured monitoring plan is needed. This plan focuses on tracking progress, evaluating effectiveness and making adjustments where necessary. 
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-Key Performance Indicators (KPIs)+**Key Performance Indicators (KPIs)**
  
 We will measure the impact of the marketing program through four main categories: We will measure the impact of the marketing program through four main categories:
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   * Interaction Rate: Number of activations per handle per hour to measure the physical engagement of the passengers.   * Interaction Rate: Number of activations per handle per hour to measure the physical engagement of the passengers.
   * Behavioural Impact: Qualitative and quantitative measurement of the increase in eye contact and reduction of screen time, targeting from 30 to 60 seconds without looking at the phone.   * Behavioural Impact: Qualitative and quantitative measurement of the increase in eye contact and reduction of screen time, targeting from 30 to 60 seconds without looking at the phone.
-  * Content Growth: Number of new anonymous tips submitted via QR codes to reach our goal of 1,000 contributions in the first 30 days.+  * Content Growth: Number of new anonymous contributions submitted via QR codes, aiming to establish a solid baseline engagement rate during the first 30 days.
   * Campaign Reach: Data from QR code scans on posters and flyers to analyze the visibility of the promotion.    * Campaign Reach: Data from QR code scans on posters and flyers to analyze the visibility of the promotion. 
   * User Satisfaction: Qualitative feedback collected via digital surveys to evaluate their experience.   * User Satisfaction: Qualitative feedback collected via digital surveys to evaluate their experience.
  
  
-Continuous Improvement+**Continuous Improvement**
  
-Following the PDCA cycle shown above, the marketing team will be responsible for keeping an eye on these numbers. If a campaign or a specific poster location doensn't reach enough people, the message or channel will be changed. If the interaction works better than expected, it will be expanded to other metro lines. This constant feedback ensures that the project adapts to the passenger behavior and situational needs in real time.+Following the PDCA cycle shown above, the marketing team will be responsible for keeping an eye on these numbers. If a campaign or a specific poster location doesn't reach enough people, the message or channel will be changed. If the interaction works better than expected, it will be expanded to other metro lines. This constant feedback ensures that the project adapts to the passenger behavior and situational needs in real time.
  
  
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 ==== 4.8. Summary ==== ==== 4.8. Summary ====
  
-The CONNECT project is not merely a technological installation; it is a far-reaching social marketing intervention aimed at improving urban wellbeing in Porto. Through a thorough analysis of both the macro-environment (the trend towards digital isolation) and the micro-environment, we have formulated a strategy that creates superior value (OVP) for all stakeholders.+CONNECT functions as more than a technological installation; it is a strategic social marketing intervention designed to enhance urban wellbeing in Porto. By addressing the macro-trend of digital isolation through a stakeholder-centric 4Cs framework, the project delivers superior value while fostering 'Zero-Friction Socialising.' This approach redefines the commute, transforming it into a mindful experience that reinforces Metro do Porto’s identity as a 'Smart City' leader and reclaims the social dimension of the urban environment.
  
-We are transforming the traditional 4 Ps into a customer-centric 4 C approach, with the focus entirely on emotional brand value, seamless interaction (‘Zero-Friction Socialising’) and active co-creation. By consciously bringing travellers out of their digital bubble and making human connection visually and aurally tangible, CONNECT redefines the role of public transport. The end result is a win-win-win: the passenger experiences a mindful, connected journey, Metro do Porto strengthens its image as an innovative “Smart City” partner, and the streetscape regains a touch of its humanity.+To ensure this impact remains enduring, such social value must be synchronized with environmental and economic responsibility. Consequently, the following chapter details our eco-efficiency measures, exploring how life cycle assessments and circular economy models minimize the project’s ecological footprint while maximizing its potential for sustainable development.
  
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