Mission Statement and Manifesto

California will become a highly efficient model for alternative mode commuting by developing transportation products and services that consumer want to use.

In order to change positively the commute behavior of Californians, transportation products and services will be developed and enhanced based on the desires and needs of consumers. To achieve this, proven consumer research methods will provide a foundation of understanding -- a framework -- around which planners and marketers together will enhance existing transportation products and develop new ones. As markets and commute behavior change, so, too, will products and systems adapt to meet the needs and demands of commuting Californians.

In the private sector, corporate marketing departments regularly develop new products -- and enhance existing products -- as part of their overall effort to increase sales and market share. Some well-known firms drive the marketing function with research and development, which is often expected to meet quotas for new and improved products each year in order to increase sales.

Similarly, the development of new transportation products -- and enhancements of existing ones -- will be tested for their ability to capture market share viz. driving alone.

Strategic marketing integrates a) consumer research, b) product enhancement and new product development, and c) marketing to increase sales and market share. This process puts the consumer at the center of the marketing universe, instead of the product. Consequently, products are based on the real needs and desires of consumers, rather than trying to force consumers to accept products that have been created and marketed in a consumer-less vacuum.

The solution is to base the development of transportation products on the expectations, desires and motivations of the consumers who are most likely to use the products. Consequently, decision-makers understand thoroughly two key elements in the strategic marketing process:

1. The consumer's view of the strengths and weakness of their products (especially in relation to other competing products in the marketplace, primarily single occupancy vehicles); and
2. All pertinent factors of consumers' mode choices, including demographics , lifestyles, attitudinal and perceptual dimensions, product expectations, motivations and inclinations to purchase, as well as behavior.

Specific goals of research and development include:

• Identify and prioritize transportation products and services for development;
• Analyze priority products and services for common-sense marketing issues (e.g., positioning, capacity, etc.);
• Conduct appropriate research, for example:
  • New product ideas must go through a more extensive concept testing and cost/benefit analysis prior to refining a prototype for testing with consumers;
• Develop, test-market and refine new product prototypes and enhancements of existing products;
• Report findings, including
  • STRATEGIC PUBLIC POLICY IMPLICATIONS, as it is conceivable that some policy recommendations relating to regulations and incentives, planning, etc., will arise from this process;
  • ANALYSIS OF COSTS, BENEFITS AND TRADE-OFFS of modifications to existing products and the introduction of new products/services, as well as incentives and disincentives for the order of socio-economic behavior on a macro scale;
  • COMPETITIVE ANALYSIS addressing a) competition to alternative modes, barriers and incentives to changing behavior, etc., b) political and social obstacles/resistance to changes in regulatory and business status quo;
  • RECOMMENDATIONS primarily on positioning;
  • IMPLEMENTATION FEASIBILITY, identifying barriers (e.g., regulatory, institutional / political, costs, marketing, etc.), opportunities and a strategic plan for bringing new transportation products and enhancements to market.

Planned Methodologies and Options

The research methodology for achieving these goals is a five-stage process.

1. Professional peer review of existing consumer research.

1. Expert brainstorming panels.

1. Consumer focus groups
2. Quantitative research
3. Prototype testing.

EXISTING NEW

PRODUCTS / SERVICES PRODUCTS / SERVICES