Marketing BtoB

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Contents

1. Introduction of our agency        3
2. Presentation of the company        3

1. Synthesis of the company's strategy and objectives        4

1. The problem        4
2. Methodology        4
3. Marketing analysis        7

1. Competitive intelligence        7

1. PESTEL        9

1. SWOT        11

1. Mix marketing plan        11

1. Recommandation        21

1. Marketing        21

1. Managériales        23
2. Commerciales        25
3. Communication strategy        25

1. Creative briefing        30

1. Introduction of our agency

We are one of the largest communications groups in the world. Founded in Paris in 1835 by Charles Louis Havas, the Group today employs 20,000 people in more than 100 countries.

Havas is committed to giving meaning to the brands, companies and people we work with. Havas is also the most integrated group in its sector with a regional structure that places the client at the center of its organization.

By putting this "client-centric" organization at the service of its clients, Havas can better meet their needs today and anticipate those of tomorrow.

Our mission: to bring meaning and make a difference for the brands we support and the people we work with.

We are here to encourage our industry to practice responsible communication. To contribute to improving the standards of the profession by promoting transparency, diversity, inclusion and well-being in the workplace.

1. Presentation of the company

The Société Nationale des chemins de fer français (SNCF) was initially a French public railway company, officially created by an agreement between the State and the pre-existing railway companies, in application of the decree-law of 31 August 19374. The country's five major railway companies were then merged on 1 January 1938, to officially create the Société nationale des chemins de fer français. The French network then comprised 515,000 railway workers and 42,700 km of track.

It is notably present in the fields of passenger and freight transport and is responsible for the management, operation and maintenance of the national railway network which it owns.

Since 1 January 2020, SNCF has become a public limited company with public capital. It is made up of several subsidiaries, which are also public limited companies, such as SNCF Réseau, responsible for infrastructure management, SNCF Voyageurs, dedicated to passenger train operations, SNCF Logistics, which groups together freight transport and logistics activities, Geodis, and the Keolis public transport operation.

It takes over the assets and staff of the major private (Compagnies du Nord, Paris-Lyon-Méditerranée, Paris-Orléans, du Midi, de l'Est) or public (State railways, Alsace-Lorraine railways) networks.

In 2017, the SNCF Group recorded a turnover of 33.5 billion euros and a net profit of 1.3 billion euros.  

Every day, it runs 15,000 freight and passenger trains and carries more than five million passengers.  By business volume and the size of its network, it is Europe's third largest railway.

1. Synthesis of the company's strategy and objectives

The SNCF's strategy is particularly focused on the customer, who is at the heart of the company's concerns by positioning itself as a simple and caring brand. To achieve this, the SNCF wants to adapt to the consumer's needs from start to finish.

This will help to improve the company's performance and competitiveness - all through improved consumer satisfaction.

1.  The problem

How can quality services be developed in order to maintain a high level of service provision in a market that is opening up to competition at the end of 2020?

1. Methodology

In order to respond effectively to this call for tenders it is important to know certain market data. As the SNCF is a public company, we are talking about user customers, so we are in the context of a transfer of service by a public company.

We will then describe the methodology we used to collect market data. To do this, we will start by defining the objectives of the study, the survey method, then how the data will be collected and consolidated and finally how it will be analysed. At the end of our survey, the results of which will be detailed in the following section, we will propose a suitable solution.

• Definitions of objectives.

We have understood that the challenge for our client is to build user loyalty by offering quality services with high perceived value. This is an important notion because it allows us to determine two categories of objectives: qualitative and quantitative objectives.

1.  Qualitative objectives

• Uses of the services
• French and German user preferences
• User profile
• Expected characteristics of a new service

1.  Quantitative objectives

• What are the standards and regulations related to this type of products?
• What are the quantities according to seasonality?
• How is the market structured?

1.  Choice of survey method.

• Desk Research
• Focus group
• Semi-directive interview
• Questionnaires
• Applied study to understand the impact of possible solutions

•  Gathering of information

Before starting the research we propose to define the data we want to collect.

• Satisfaction level : this includes data such as Satisfaction Rate, Satisfaction Score per Subject, Dissatisfaction Rate, Net Promoter Score (NPS) and Promoter Rate.

• Customer Effort Score (CES) : This indicator determines the level of effort required from the customer to carry out a more or less simple action: find a product on the shelf, order it online, contact customer service, etc.

• Consumption habits : refers to the various elements taken into account by the consumer to choose the brand or the product being purchased.

• Customer typology : groups of user customer profiles with similar behaviours.

• Number of season tickets, occupancy rate and seasonality : to assess average train ridership.

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