1. Presentatie studenten Marketing Engineering Dr. Els Breugelmans KU Leuven

2. Marketing Engineering Handelswetenschappen @ KU Leuven, campus Antwerp o Master Marketing Management

3. Marketing Engineering Het leren (doen van) marktonderzoek o “Echt” bedrijf/”Echt probleem” Win-win Maar: beperkingen o Veldwerk Na cursus

4. Marketing Engineering Team 1 Jeroen Colman Laurens Cornelis Sandrine Loontjens Anne Vandenberk Team 2 Michiel Bartels Hans Cleemput Edith Rutten Bob Van Reeth Academisch accuraat Managerial relevant

5. Questions? Els.Breugelmans@kuleuven.be Always looking for collaborations with firms.

6. Team 1

7. Team 2

8. Positioning Develop a perceptual map of the transportation sector o Position of coach against other transportation vehicles. Overnight stay Coach Plane Own Car Public Transport Day trip Coach Own Car Public Transport

9. Positioning Data collection o At the end of the (online) questionnaire of all student teams o we added a small questionnaire Assess the (dis)similarity between the different transportation alternatives, on a scale ranging from 1 to 9, with 1 representing “most similar” and 9 representing “most dissimilar” For overnight stays & daytrips (randomized) Some additional characteristics

10. Perceptual map overnight stays Flexibility/convenience S p e e d / P ri c e C o m fo rt

11. Perceptual map daytrips Flexibility/convenience

12. Take aways Position the coach as more comfortable o Include commercials or promotional messages that highlight the more comfortable relaxed atmosphere Pick up at locations close at home No waiting time Comfortable seats

14. Back Up Flexibility/convenience (P ric e) C o m fo rt