TRENITALIA MARKETING CASE

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Marketing Course

A.Y. 2024/2025

Trenitalia

Presentation by:

• Martina Spiridigliozzi
• Selwan Shaiban
• Cecilia Taranto

2025-2027

Index

Swot

01

05

Marketing case

- critical strategies

Executive summary

02

- problem- solution - value

06

Marketing objectives

Internal audit

Marketing tactics

03

07

- critical success factors- critical issues - brand values

- 5Ps

Budget allocation

External audit

08

04

- annual budget breakdown - value proposition

- PESTEL analysis- market of regional rail transport

Evaluating marketing campaign

09

- marketing & communication

2025-2027

Marketing Case

Travel Green, Travel Smart with Trenitalia Regionale

From "Brutti , sporchi e cattivi" to a "cool" offering brand

start

2025-2027

Executive summary

Problem

- old infrastructures - unreliability - fragmentation in italian territory

Solution

- tailored marketing campaigns - more community engagement

Value

- boost economic development- be ecologically friendly

2025-2027

Situation Analysis

Internal Audit

Critical success factors

Brand values

Critical issues

2025-2027

Situation Analysis

Internal Audit

• Cost efficiency

- competitive prices

• Exclusivity

- high market power

Critical success factors

2025-2027

Situation Analysis

Internal Audit

• Infrastructure constraints

- maintenance challenges - safety concerns

• Reliability & punctuality

• Adaptation to regional needs

Critical issues

2025-2027

Situation Analysis

Internal Audit

• Sustainability

- promoting eco-friendly travel

• Coverage & accessibility

- comprehensive regional connectivity

Brand values

2025-2027

Situation Analysis

EXTERNAl Audit

PESTEL Analysis

Political factors

Economic factors

Social factors

Technological factors

Environmental factors

Legal factors

- Decentralised governance - EU influence & regulations - Trenitalia as the only operator present in all regions of Italy

- Regional train fares are among the lowest in Europe - Economic challenge of competing with private transportation - Underfunding that leads to a decline

- Commuters trend: students & employees make up the majority of regular users - 41% of italians prefer trains for short holidays - Rural regions struggle with depopulation and access to services

- Growing digital and multi-channel approach to communication and service delivery - Technological differences between North and South

- Sustainability as a key brand value- Train considered as 'greener' than private transport

- Regulated business pricing - EU environmental directives: Trenitalia must meet stringent EU emissions & sustainability targets

2025-2027

Situation Analysis

EXTERNAl Audit

The market of regional rail transport in Italy

02

01

03

Trends and prospects

Collective mode of transport vs.private vehicle

Market segmentation

2025-2027

Situation Analysis

EXTERNAl Audit

The market of regional rail transport in Italy; Passengers trends (2018 - 2024) by geographical zones

2025-2027

Situation Analysis

EXTERNAl Audit

EXTERNAl Audit

The market of regional rail transport in Italy; Preferences of customers according to the travel

2025-2027

Situation Analysis

EXTERNAl Audit

EXTERNAl Audit

The market of regional rail transport in Italy; collective mode of transport vs. private vehicle (2019 - 2023)

2025-2027

Situation Analysis

EXTERNAl Audit

EXTERNAl Audit

The market of regional rail transport in Italy; Market segmentation (2018 - 2024)

2025-2027

Situation Analysis

EXTERNAl Audit

EXTERNAl Audit

The market of regional rail transport in Italy; Market segmentation (2018 - 2024) Needs of each group:

Commuters

03

01

Students

• Punctuality
• Frequency
• Cleaning

• Discounted fares (ex. special student pricing)
• Wi-fi connection
• Digital accessibility

Leisure travelers

02

04

Elderly travelers

• Accessibility
• Flexibility
• Information Service

• Comfort
• Discount (senior pricing)
• Personalized Assistance

2025-2027

Situation Analysis

EXTERNAl Audit

The market of regional rail transport in Italy; consumers' satisfaction(2019 - 2024)

WEAKNESSES

STRENGHTS

- historical perception issues- technological inequality - demographic constraints - operational disruptions

- massive fleet renewal - passenger volume - strong stackeholder recognition - innovation in branding

SWOT ANALYSIS

THREATS

OPPORTUNITIES

- sustainability trends- tecnhological innovation - growing modal shift

- competitive pressure- high private vehicle ownership - regulatory constraints- rising costs - changing mobility trends

Critical strategies

SO

WO

ST

WT

Improvement Opportunities - overcoming internal weaknesses exploiting external opportunities - emphasis on tehcnological improvement and service diversification

Defensive Strategies - use the company's strenghts to mitigate external threats - focus on risk management and performance optimization

Leverage Strategies - the areas where Regionale can use its strenghts to capture emerging opportunities- focus on expansion and innovation - committment to sustainability

Survival Strategies- critical areas requiring structural transformation addressing internal weaknesses and external threats simultaneously

2025-2027

Marketing Objectives

Drive adoption of digital tools

Improve brand's perception

Increase brand awareness

Establish partnerships with local businesses

S: launch marketing campaign focused on innovation and sustainability M: achieve 20% increase in brand recall A: leverage social media, digital advertising and partnerships R: use badget and brand assets T: by 2025

S: communicate Regionale's initatives (i.e. reduced CO2 emmisions...) M: achieve 15% increase in customer surveys A: use sustainability-focused content and partnerships with eco-organizations R: integrate the message into extisting customer touchpoints T: by 2025

S: promote the adoption of Regionale mobile app for trip planning and ticketing M: achieve 30% growth in app downloads and 25% increase in digital ticket purchases A: integrate app-only offers R: ensure optimazed performance of the app T: by 2025

S: collaborate with regional attractions to create eco-tourism packages M: launch 10 regional partnership to increase weekend ridership A: identify businesses aligned with sustainability goals. R: use the existing Regionale presence in local markets T: by 2025

2025-2027

Marketing Objectives

Verification steps

Increase brand awareness

Establish partnerships with local businesses

Drive adoption of digital tools

Improve brand's perception

Survey Analysis: conduct pre and post-campaign surveys to assess recall rates and unaided brand awareness

Count Active Partnerships: check if the number of partnerships is met

Feedback Analysis: survey responses indicating a shift in perception from "average" to "trusted" brand

Measure engagement: check in-app use statistics or tool engagement rates

Marketing tactics

• Extensive network connecting small towns, cities, and rural areas within each region
• High frequency during peak hours to serve daily commuters

Product

• Competitively prices to match the value proposition
• Special rates for students, seniors, and families
• Monthly and annual passes offer cost savings for regular travelers
• Adjusted-prices based on peak hours and demand, especially during tourist seasons

Price

Place

• Distribution strategy ensures easy access to tickets & services
• Collaboration with travel agencies and tourist information centers

Promotion

• Active presence on social media platforms, email newsletters, and mobile app notifications
• Collaborations with tourism boards to promote regional tourism packages

People

• Conductors, drivers, and service staff trained in customer service and safety
• Online and phone support services to assist passengers with bookings, inquiries, and complaints

2025-2027

Budget allocation overview

Three-years budget: 5,000,000€

QR Code & App strategy

• App development, backend system, gamification, and incentives.
• Enhances commuter engagement and supports eco-friendly habits.

10%

AI for scheduling optimization

• Predictive analytics to optimize train schedules.
• Improves train availability and reduces inefficiencies.

24%

60%

17%

Marketing & communication

• Launch campaigns, public awareness, and PR efforts to change public perception.

Contingency Funds

• Reserved for unforeseen challenges or enhancements.

2025-2027

Annual budget breakdown

2025

QR App & system launch Al Model development Marketing kick-off

2026

2.70M

AI Scheduling expansion App Features refinement Mid-phase campaigns

2027

1.55M

System optimization Routine matenance PR success campaigns

1.3M

2025-2027

Value proposition

Alignment with 2030 Agenda for Sustainable Development

Customer-Centric Innovation:

• Gamified QR codes encourage sustainable behaviors and improve the commuter experience.
• Incentives drive customer loyalty and satisfaction

Brand Transformation

• Proactive campaigns reshape Regionale’s image as ‘cool, efficient, and eco-friendly.
• Public perception shifts from ‘Brutti, Sporchi e Cattivi’ to revolutionary.

Operational Excellence:

• AI-powered scheduling ensures efficiency, reduces overcrowding, and optimizes train usage.
• Better scheduling improves reliability and customer trust.

203

2025-2027

Marketing & communication

Driving awareness and adoption

- Regional ad campaigns on social media, print, and TV.- Targeted promotions to encourage app downloads and QR engagement.

Public Awareness Campaigns

Impact projections

€700,000

- Partnerships with local businesses for rewards (e.g., train discounts, gift cards, eco-friendly products).- Tree-planting initiatives tied to commuter recycling milestones.

Customer Incentives

€300,000

- Modernizing Trenitalia’s image with a bold, sustainable narrative.- Highlighting the shift from “ugly, dirty, and bad” to “modern, eco-conscious, and efficient.

€300,000

Brand Refresh

- Hosting events at train stations to promote sustainability and app features.- Educational outreach (workshops, online videos) on how the initiative works.

Community Engagement

€200,000

MARKETING CASE

2025-2027

05

Situation Analysis

Internal Audit

• Cost Efficiency

- competitive prices

• Exclusivity

- high market power

Critical success factors

Detailed activity breackdown per year

05

Situation Analysis

Internal Audit

• Sustainability

- promoting eco-friendly travel

• Coverage & Accesibility

- comprehensive regional connectivity

Brand Values

Every €1 invested in marketing returns ~€3–€5 in long-term value through increased ticket sales and brand equity.

Marketing and Communication are the lifeblood of this initiative, turning innovative ideas into action by engaging millions of commuters across Italy

05

Situation Analysis

Internal Audit

• Infrastructure Constraints

- maintenance challenges - safety concerns

• Reliability & Punctuality

• Adaptation to Regional Needs

Critical Issues