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report:mkt [2026/06/14 12:47] – [4.7. Marketing Programmmes] team5report:mkt [2026/06/14 15:40] (current) – team5
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-This chapter outlines the formulation of the business idea and the strategic marketing approach developed to bring Connect to the market.+This chapter outlines the formulation of the business idea and the strategic marketing approach developed to bring CONNECT and share to the market.
  
 It covers: It covers:
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 - Strategy: The strategic roadmap detailing the segmentation and targeting of Young Urban Commuters, and how the project is positioned against passive digital consumption. - Strategy: The strategic roadmap detailing the segmentation and targeting of Young Urban Commuters, and how the project is positioned against passive digital consumption.
  
-- Marketing-Mix & Brand: The application of the 4 Cs framework (Customer value, Cost, Convenience, Communication) to center the user perspective, and the definition of Connect's core values and brand personality.+- Marketing-Mix & Brand: The application of the 4 Cs framework (Customer value, Cost, Convenience, Communication) to center the user perspective, and the definition of CONNECT and share's core values and brand personality.
  
 - Marketing Programmes: The planned marketing initiatives, budget allocation, and control mechanisms required to execute the strategy. - Marketing Programmes: The planned marketing initiatives, budget allocation, and control mechanisms required to execute the strategy.
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-The traditional aim of marketing is to identify and meet the needs of consumers in a way that creates value and builds long-term relationships. For the CONNECT project, however, we specifically apply the principles of social marketing. Social marketing uses marketing knowledge and techniques to achieve social goals, with the benefits primarily accruing to the target group or society as a whole, rather than solely to the seller.+The traditional aim of marketing is to identify and meet the needs of consumers in a way that creates value and builds long-term relationships. For the CONNECT and share project, however, we specifically apply the principles of social marketing. Social marketing uses marketing knowledge and techniques to achieve social goals, with the benefits primarily accruing to the target group or society as a whole, rather than solely to the seller.
  
-CONNECT transforms the monotonous daily commute on public transport into an interactive experience that breaks through the modern-day ‘digital bubble’. Using sensors and LED lighting, we turn a routine journey into a multi-sensory experience that reconnects people with the real world. +CONNECT and share transforms the monotonous daily commute on public transport into an interactive experience that breaks through the modern-day ‘digital bubble’. Using sensors and LED lighting, we turn a routine journey into a multi-sensory experience that reconnects people with the real world. 
-For the CONNECT project, we apply the principles of social marketing, which focuses on influencing voluntary behavior to improve societal welfare rather than just building awareness [(Smith2006)].+For the CONNECT and share project, we apply the principles of social marketing, which focuses on influencing voluntary behavior to improve societal welfare rather than just building awareness [(Smith2006)].
  
  
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 To access the Big Idea Canvas please follow this {{ :report:canvas_the_big_idea_1.pdf | link}}. To access the Big Idea Canvas please follow this {{ :report:canvas_the_big_idea_1.pdf | link}}.
  
-A Business Model Canvas has been drawn up to define the value of CONNECT. This strategic tool provides a clear visualisation of how the project generates, delivers and captures value from two main perspectives: +A Business Model Canvas has been drawn up to define the value of CONNECT and share. This strategic tool provides a clear visualisation of how the project generates, delivers and captures value from two main perspectives: 
  
 - Passenger experience and social impact - Passenger experience and social impact
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-CONNECT’s business model operates within a hybrid Business-to-Government (B2G) and Business-to-Business (B2B) structure. To understand how we exchange value, we apply the “6-V Framework” (Value Exchange). This model identifies the key entities in the target market: customers, the company, collaborators and competitors. Within CONNECT, this is closely linked to Relationship Marketing: our aim is to build meaningful, long-term relationships with both our users and our partners in the wider marketing environment.+CONNECT and share’s business model operates within a hybrid Business-to-Government (B2G) and Business-to-Business (B2B) structure. To understand how we exchange value, we apply the “6-V Framework” (Value Exchange). This model identifies the key entities in the target market: customers, the company, collaborators and competitors. Within CONNECT and share, this is closely linked to Relationship Marketing: our aim is to build meaningful, long-term relationships with both our users and our partners in the wider marketing environment.
  
  
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 == 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 [(Lencastre2009)], which looks at a brand from three angles: identity, object, and response.\\+To understand CONNECT and share 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.
   - The Object Pillar is the actual exchange offered: an interactive installation that improves the passenger experience, in return for infrastructure access and financial support from partners like Metro do Porto.   - The Object Pillar is the actual exchange offered: an interactive installation that improves the passenger experience, in return for infrastructure access and financial support from partners like Metro do Porto.
-  - The Response Pillar is about perception: the emotional associations we want to build with passengers and partners. We want Connect to feel warm and human.\\+  - The Response Pillar is about perception: the emotional associations we want to build with passengers and partners. We want CONNECT and share to feel warm and human.\\
 Each of these pillars is developed further in Section 4.6.5. Each of these pillars is developed further in Section 4.6.5.
  
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 ==== 4.5. SWOT Analysis ==== ==== 4.5. SWOT Analysis ====
  
-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 [(Weihrich1982)]  [(Helms2010)]. 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 [(Weihrich1982)]  [(Helms2010)]. This model, presented in Figure {{ref>fig_label}}, helps us to balance the internal Strengths and Weaknesses of the CONNECT and share concept with the external Opportunities and Threats in the market. This analysis forms the basis for our differentiation and positioning strategy.
  
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