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K T V P a r t y

K T V P a r t y. IMBA Fall 2006 Semester Marketing Management Group Presentation, January 6, 2007. T e a m M e m b e r s. COTIO, Jovilyn 95933032 LEU, Sally 95933017 CHANG, Hans 95933024. A g e n d a. Introduction Background Methodology Presentation of Data

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K T V P a r t y

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  1. KTVParty IMBA Fall 2006 Semester Marketing Management Group Presentation, January 6, 2007

  2. TeamMembers • COTIO, Jovilyn 95933032 • LEU, Sally 95933017 • CHANG, Hans 95933024

  3. Agenda • Introduction • Background • Methodology • Presentation of Data • Summary and Conclusion

  4. The Eight Factors • Song Selection and Sound System • Food Choices • Customer Service • Interior Design • Sanitation • Affordability • Accessibility • Promotions

  5. Agenda • Introduction • Background • Methodology • Presentation of Data • Summary and Conclusion

  6. History of KTV

  7. CASHBOX Trivia • Established in 1989 • Not listed • Stores: 9 in Taipei, 19 in Taiwan • Gross Margin in 2005 (52.4%) • Return on Equity in 2005 (15.3%)

  8. HOLIDAY Trivia • Established in 1993 • Listed on the Taiwan Stock Exchange • Stores: 25 in Taipei, 57 in Taiwan • Gross Margin in 2005 (59.9%) • Return on Equity in 2005 (15.5%)

  9. FACTOR 1: SYSTEM Features: • Numerous Song Selection Options • Well-defined Key Pad • Performance Evaluation

  10. FACTOR 1: SYSTEM Features • Touch Screen • One-touchbuttons • Vocaleffects • Background effects

  11. FACTOR 2:FOOD CHOICES CASHBOX HOLIDAY

  12. FACTOR 3:CUSTOMER SERVICE Cashbox Servers Can be contacted through the numerous telephones in the room Holiday Servers Once you hit the blue button, the server will come

  13. FACTOR 4:INTERIOR DESIGN

  14. FACTOR 5:SANITATION Complete amenities even in the small rooms. Holiday’s warm color. Cashbox: Goodbye, smelly restroom! Hello, sanitized and sweet smelling restroom!

  15. FACTOR 6: AFFORDABILITY • Cashbox • Regular Rates vary • Cleaning: NT$ 150 & up • Student Package: as low as NT$ 209 per head (4 hours of singing, food exclusive)

  16. FACTOR 6: AFFORDABILITY • Holiday • Rates are standard across branches • Cleaning: NT$ 100 & up • Student Package (PowerCard required): as low as NT$ 296 per head (4 hours of singing, buffet food inclusive)

  17. FACTOR 7:ACCESSIBILITY Cashbox: Emphasizes parking lots Holiday: Stresses that its stores are near MRT stations

  18. FACTOR 8: PROMOTIONS • Diamond Card • Loyalty Points Party Notebook Student Discounts

  19. FACTOR 8: PROMOTIONS • PowerCard • Loyalty Points • Song Book • Student Discounts

  20. Agenda • Introduction • Background • Methodology • Presentation of Data • Summary and Conclusion

  21. Methodology • Industry and Companies • Topic Selection • Field Observation • Web Forum • Design of Survey • Collection of Data • Analysis of Data

  22. Agenda • Introduction • Background • Methodology • Presentation of Data • Summary and Conclusion

  23. Success Rate

  24. Importance

  25. Highly dispersed perception No specific pattern Affordability vs. System Slightly dispersed perception Shows consistent tendency for a good 4S rating

  26. Strong emphasis on sanitation Less known for affordability Average in sanitation Strong perception of affordability Affordability vs. Sanitation

  27. Affordability vs. Customer Service An inconsistent cross section Good customer service Similar position as CASHBOX Better affordability rating

  28. System vs.Sanitation • Concentration of perception (29) • Good Sanitation • Good Song Selection & Sound System No clear positioning

  29. System vs.Customer Service • Strong concentration of perception (32) • Good Customer Service • Good Song Selection & Sound System No clear positioning Highest concentration of perception on Holiday (25)

  30. Sanitation vs.Customer Service Strongest concentration of perception (33) • Good Customer Service • Good Sanitation • Acceptable Customer Service • Acceptable Sanitation

  31. Agenda • Introduction • Background • Methodology • Presentation of Data • Summary and Conclusion

  32. Summary and Conclusions • Importance and the Factors

  33. Summary and Conclusions • Importance & Independent Score

  34. Summary and Conclusions

  35. Summary and Conclusions • Perceived Brand Positioning

  36. Summary and Conclusions Employee ID Level of Satisfaction • System Quality • Speed • Sound Effects • MTV Quality Overall Impression Other Suggestions • Food Choice & Quality • Speed of Service • Taste of F&B Personal Information Date & Time of Visit Store and Room Number

  37. Summary and Conclusions • Feedback form appears in the Song Selection System • Topics covered: • Customer Service • Food • Song Selection System

  38. Special thanks to the Professor and to Our Classmates who have in one way or another made this presentation the way it is today. Thank you very much for coming. Party’s Over

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