Prepared By :Vasant GajaraChetan Panara

Delhi Metro - Is It a Blue Ocean Strategy Move??

History Of Indian Metro Railway

• India’s 1st and Asia’s 5th metro rail introduce in Kolkata.•Over a length of 16.45 and the work on this project was

sectioned in 1.6.1972•The contraction work started in 1973-74•After crossing so many hurdles Kolkata metro started its

journey October 24,1984

Indian Metro RailwayUnder construction Project:

Planned Project

• Mumbai(phase 1) 145• Hyderabad 71• Chennai 45• Jaipur 29• Navi Mumbai(phase 1) 21• Gurgaon 6• Bangalore(phase 1—2) 112

• Pune 103• Kanpur(phase 1) 66• Chandigarh 64• Ahmedabad 44• Lucknow 40• Ludhiana 29• Kochi 25

About Delhi Metro

•Operator - Delhi Metro Rail Corporation Ltd.(DMRC)

•Project Started- 1st October , 1998•Begun Operation - 24th December, 2002.•Number of stations – 142(2011)•Under ground Station-35•Daily Ridership-1.8 Million•Number of trains-210(2011)•System Length-189.7 KM

Mission

•To cover the whole of Delhi with a Metro Network by the year 2021

•Delhi Metro to be of world class standards in regard to safety, liability, punctuality, comfort and customer satisfaction

•Metro to operate on sound commercial lines obviating the need for government support

Why Metro In Delhi?• Cities grow in size, the number of vehicular

trips on road system goes up

• Number of vehicle on road was very high

• The result is extreme congestion on Delhi roads, ever slowing speeds, increase in road accidents fuel wastage and environmental pollution with motorized vehicles alone contributing to about two thirds of the atmospheric pollution

Network

The whole of Phase-I and Phase-II are complete, with the network comprising six lines with 142 metro stations

station length • Red Line 21 25.15• Yellow line 34 44.65• Blue line 52 58• Green line 17 21.75• Violet Line 15 20.04• Express line 6 22.70

Traffic in Delhi

Car

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eler

Auto

Ricks

haw

Bus

Met

ro

Trai

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Bicyc

le

cycle

Ricks

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10.317.2

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Contribution of Metro in global- warming

Mode of Transport % of contribution in CO2 emission

• Metro rail 2.4

• Air 11.1

• Water 0.4

• Road 86.1

Source: UITP publication

Funding

•Thirty percent of the total investment for Phases I and II has been raised through equity capital with the Government of India and Government of Delhi contributing equal shares, and approximately another 60 percent has been raised as long-term debt , through soft loans from the Japan Bank for International Cooperation

Revenue Model

•Selling from token•Selling from Smartcard (Travel Card)•Selling From Tourist Card•By advertising•Selling from space (for retail store,

restaurant and ATM)•By Penalties•By Movie clipping•By Carbon Credit

Revenue

Operation• Trains operate at a frequency of 3 to 4.5 minutes between

6:00 and 23:00. • Trains operating within the network typically travel at speeds

below 80 km/h (50 mph), and stop about 20 seconds at each station.

• Automated station announcements are recorded in Hindi and English.

• Many stations have services such as ATMs, food outlets, cafés and convenience stores. Eating, drinking, smoking, and chewing of gum are prohibited in the entire system.

• The Metro also has a sophisticated fire alarm system for advance warning in emergencies, and fire retardant material is used in trains as well as on the premises of stations.

Security• Security on the Delhi Metro is handled by the Central

Industrial Security Force (CISF), who have been guarding the system ever since they took over from the Delhi Police in 2007.

• Closed-circuit cameras are used to monitor trains and stations, and feed from these is monitored by both the CISF and Delhi Metro authorities at their respective control rooms.

• Over 3500 CISF personnel have been deployed to deal with law and order issues in the system, in addition to metal detectors, X-ray baggage inspection systems and dog squads which are used to secure the system.

• Intercoms are provided in each train car for emergency communication between the passengers and the driver

Ticketing• Delhi Metro commuters have three choices for ticket

purchase.:1. RFID tokens - are valid only for a single journey on the

day of purchase and the value depends on the distance travelled, with fares for a single journey ranging from  Rs. 8  to  Rs. 30

2. Travel cards - available for longer durations and are most convenient for frequent commuters. They are valid for one year from the date of purchase or the date of last recharge, and are available in denominations of  Rs.50 to  Rs.800

3. A common ticketing facility for commuters travelling on Delhi Transport Corporation (DTC) buses and the Metro will be introduced in 2011.

Accident• On July 13, 2009, a crane that was removing the

debris collapsed, and with a bowling pin effect collapsed two other nearby cranes, injuring six.

• On July 22, 2009 a steel beam fell on a worker at the under-construction Ashok Park Metro station, killing him.

• Over a hundred people, including 93 workers, have died since work on the metro began in 1998

Achievement• The Delhi Metro has won awards for

environmentally friendly practices from organizations including the United Nations,

RINA, and the International Organization for Standardization, becoming the first metro in the world to be ISO 14001 certified for environmentally friendly construction.

• It is also the first railway project in the world to earn carbon credits after being registered with the United Nations under the Clean Development Mechanism, and has so far earned 400,000 carbon credits by saving energy through the use of regenerative braking systems on its trains

ERRC

Eliminate:Traditional systemShabbiness

Reduce:Time boundaryHuman resourceTraffic RiskPollution

Raise:CostSafetyLuxurySystem Strength

Create:ProfessionalismPersonal routes TechnologyUnder Ground InfrastructureWow Experience

Strategy Canvas – Pre Metro

Price

Advan

ce T

echn

olog

y

Safe

ty

Custo

mer

Sat

isfa

tion

Tim

e Bou

dry

0

1

2

3

4

5

6

Indial RailBusAuto

Strategy Canvas – Post Metro

Price Advance Technology

Safety Customer Satisfation

Time Boudry

0

1

2

3

4

5

6

Metro Indial Rail Bus Auto

Pre Metro - Buyer Utility Map

1.

Purchase

2.

Delivery

3.

Use

4.

Supplements

5.

Maintenance

6.

Disposal

Customer Productivity

Simplicity

Convenience

Risk

Fun and Image

Environmental friendliness

The Six Stages of the Buyer Experience Cycle

The

Six

Util

ity L

ever

s

Post Metro - Buyer Utility Map

1.

Purchase

2.

Delivery

3.

Use

4.

Supplements

5.

Maintenance

6.

Disposal

Customer Productivity

Simplicity

Convenience

Risk

Fun and Image

Environmental friendliness

The Six Stages of the Buyer Experience Cycle

The

Six

Util

ity L

ever

s

Three Tiers of Noncustomers

Tourist & Professional

Travelers in Delhi

High End Customer(All alternative users)

Six Path Model

•Look across the Industry :▫Transportation ▫Advertising Industry▫IT Industry▫Banking

Cont…

•Look across strategic Group within Industry▫Standardization▫Systematic▫Best Supplements

Cont…

•Look across the chain of Buyers :▫Tourists and Professional ▫Travelers in Delhi▫High end customers (All alternative users)

Cont…

•Look across the complementary product and service Offerings▫Travelling▫ATMs▫Food outlets▫Cafes▫Convenience store

Cont…

•Across the emotional and functional appeal▫Metro works on emotional appeal

Cont…

•Look across time▫Delhi Metro to be of world class standards

in regard to safety, liability, punctuality, comfort and customer satisfaction by providing experience

Why Blue Ocean Move• Time saving for commuters• Reliable and safe journey• Reduction in atmospheric pollution• Reduction in accident• Reduced fuel consumption• Reduced vehicle operating costs• Increase in the average speed of road vehicles• Improvement in the quality of life• More attractive city for economic investment and

growth• Use of advance Technology• Reduces journey time by anything between 50%

and 75% depending on road conditions .

Bibliography• http://www.kolmetro.com/features/expansion.html#• http://www.citypopulation.de/India-WestBengal.html• http://en.wikipedia.org/wiki/

List_of_most_populous_metropolitan_areas_in_India• http://www.delhimetrorail.com/index.htm• http://hyderabadmetrorail.in/• http://www.bmrc.co.in/ph.html• http://www.chennaimetrorail.gov.in/

project_profile.html• http://www.delhimetrorail.com/corporates/

public_information.html