Positioning on the Platform

Started reading the marketing classing "Positioning" by Ries&Trout (it's on the compulsory book list for the course I'm about to take). A few things seem to be clicking into place regarding the rail industry - who I deal with a great deal in my current job.

None of them really have any kind of public image, or as the book would put it, occupy any particular segment the consumer's mind. OK, Virgin Trains have the advantage of the name, but what does their company stand for? Their "don't go zombie" advertising takes on the car as its competitor, but says nothing of its rivals (and yes, it does compete for business on some lines).

The Birmingham to London journey is another prime example. You've got Virgin trains, Chiltern trains, and London Midland. Chiltern just announced faster trains - a 90 minute journey - but Virgin already get there in 82 minutes, and to and from more established stations, too. But they are also pushing the improved trains, as a way to do business, with free wi-fi (in the "business zone"), wider seats, more legroom - which may well attract business users sick of Virgin's cramped soulless Pendolinos.

London Midland offer the lowest fares, especially if you book in advance, but their latest publicity concentrates on their forthcoming increased frequency (which is still no better than Virgin) and a shorter journey time (that is still comfortably beaten by Virgin and Chiltern). They're pushing "every 20 minutes", but people who are concerned with frequency also tend to be concerned with speed, and won't give a toss when they find out how slowly the trains trundle along, stopping at every godforsaken station along the way. And they'll find that out as soon as they click the giant "check times and buy tickets" link, which goes to a multi-operator booking engine.

To be fair, London Midland are also pushing the new trains they're offering on the Snow Hill lines, emphasising the added comfort - although people using the current 25 year old trains may think it's no more than they deserve for their loyal custom. However this is on a line where they have an operational monopoly. When they're in competition, they pull their punches.