KTV PartyIMBA Fall 2006 SemesterMarketing ManagementGroup Presentation, January 6, 2007

2

Team Members

COTIO, Jovilyn

95933032

LEU, Sally

95933017

CHANG, Hans

95933024

3

Introduction

Background

Methodology

Presentation of Data

Summary and Conclusion

Agenda

4

The Eight Factors

Song Selection and Sound SystemFood ChoicesCustomer ServiceInterior DesignSanitationAffordabilityAccessibilityPromotions

5

Introduction

Background

Methodology

Presentation of Data

Summary and Conclusion

Agenda

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 OptionsWell-defined Key PadPerformance Evaluation

10

FACTOR 1: SYSTEM

FeaturesTouch ScreenOne-touch buttonsVocal effectsBackground 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

CashboxRegular Rates varyCleaning: NT$ 150 & upStudent Package: as low as NT$ 209 per head (4 hours of singing, food exclusive)

16

FACTOR 6: AFFORDABILITY

HolidayRates are standard across branchesCleaning: NT$ 100 & upStudent 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 CardLoyalty Points

Party NotebookStudent Discounts

19

FACTOR 8: PROMOTIONS

PowerCardLoyalty PointsSong BookStudent Discounts

20

Introduction

Background

Methodology

Presentation of Data

Summary and Conclusion

Agenda

21

Methodology

Industry and CompaniesTopic SelectionField ObservationWeb ForumDesign of SurveyCollection of DataAnalysis of Data

22

Introduction

Background

Methodology

Presentation of Data

Summary and Conclusion

Agenda

23

Success Rate

14 83

3

86

100 Sample

Invalid

Valid - Yes

Valid - No

24

Importance

4.40

4.42

3.64

4.63

4.51

4.11

3.98

4.28Accessibility

Food Choice

Interior Design

Affordability

Promotion

Sanitation

Customer Service

Song Selection and SoundSystem

25

Affordability vs. System

HOLIDAY

0

1

2

3

4

5

6

0 1 2 3 4 5 6

Affordability

Song S

ele

ctio

n &

Sound

Sys

tem

Highly dispersed perceptionNo specific pattern

CASHBOX

0

1

2

3

4

5

6

0 1 2 3 4 5 6

Affordability

Song S

ele

ctio

n &

Sound

Sys

tem

Slightly dispersed perceptionShows consistent tendency for a good 4S rating

26

Affordability vs. Sanitation

CASHBOX

0

1

2

3

4

5

6

0 1 2 3 4 5 6

Affordability

Sanit

ati

on

HOLIDAY

0

1

2

3

4

5

6

0 1 2 3 4 5 6

Affordability

Sanit

ati

on

Strong emphasis on sanitationLess known for affordability

Average in sanitationStrong perception of affordability

27

Affordability vs. Customer Service

CASHBOX

0

1

2

3

4

5

6

0 1 2 3 4 5 6

Affordability

Cust

om

er

Serv

ice

HOLIDAY

0

1

2

3

4

5

6

0 1 2 3 4 5 6

Affordability

Cust

om

er

Serv

ice

An inconsistent cross sectionGood customer service

Similar position as CASHBOXBetter affordability rating

28

System vs.Sanitation

CASHBOX

0

1

2

3

4

5

6

0 1 2 3 4 5 6

Song Selection & Sound System

Sanit

ati

on

HOLIDAY

0

1

2

3

4

5

6

0 1 2 3 4 5 6

Song Selection & Sound System

Sanit

ati

on

Concentration of perception (29) Good Sanitation Good Song Selection & Sound System

No clear positioning

29

System vs. Customer Service

CASHBOX

0

1

2

3

4

5

6

0 1 2 3 4 5 6

Song Selection and Sound System

Cust

om

er

Serv

ice

HOLIDAY

0

1

2

3

4

5

6

0 1 2 3 4 5 6

Song Selection and Sound System

Cust

om

er

Serv

iceNo clear positioning

Highest concentration of perception on Holiday (25)

Strong concentration of perception (32) Good Customer Service Good Song Selection & Sound System

30

HOLIDAY

0

1

2

3

4

5

6

0 1 2 3 4 5 6

Sanitation

Cust

om

er

Serv

ice

Sanitation vs. Customer Service

Acceptable Customer Service

Acceptable Sanitation

CASHBOX

0

1

2

3

4

5

6

0 1 2 3 4 5 6

Sanitation

Cust

om

er

Serv

ice

Strongest concentration of perception (33) Good Customer

Service Good Sanitation

31

Introduction

Background

Methodology

Presentation of Data

Summary and Conclusion

Agenda

32

Summary and Conclusions

Importance and the Factors

Customers' Perception of Top 2 KTV Providers

22.5320.5419.8821.39

23.13

18.1922.11 21.99

0.00

10.00

20.00

30.00

ACC FC ID AFF P S CS SSSS

Factors

Sco

re

Cashbox

Holiday

Standard

33

Summary and Conclusions

Importance & Independent Score

Factor Average MI Votes Rank CASHBOX HOLIDAYAffordability 4.63 55 1 3.06 3.45Song Selection and Sound System 4.51 46 2 3.92 3.37Sanitation 4.42 41 3 3.87 3.52Customer Service 4.40 41 4 3.81 3.58Accessibility 4.28 35 5 4.00 3.75Interior Design 4.11 23 6 3.99 3.39Food Choice 3.98 19 7 3.92 3.40Promotion 3.64 13 8 3.24 3.27

34

Summary and Conclusions

CASHBOX Expectancy Value

020406080

100120140160180200

1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 51 53 55 57 59 61 63 65 67 69 71 73 75 77 79 81 83

Sample Number

Tota

l Sco

re

HOLIDAY Expectancy Value

020406080

100120140160180200

1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 51 53 55 57 59 61 63 65 67 69 71 73 75 77 79 81 83

Sample Number

Tota

l Sco

re

35

HOLIDAY

0

1

2

3

4

5

6

0 1 2 3 4 5 6

Song Selection and Sound System

Cust

om

er

Serv

ice

Summary and Conclusions

Perceived Brand PositioningCASHBOX

0

1

2

3

4

5

6

0 1 2 3 4 5 6

Sanitation

Cust

om

er

Serv

ice

36

Summary and Conclusions

System Quality Speed Sound Effects MTV Quality

Employee IDLevel of Satisfaction

Food Choice & Quality Speed of Service Taste of F&B

Overall Impression

Other Suggestions

Personal InformationDate & Time of VisitStore and Room Number

37

Summary and Conclusions

Feedback form appears in the

Song Selection System

Topics covered:

Customer Service

Food

Song Selection System

38

Party’s Over

Special thanks to the Professor and toOur Classmates who have in one way oranother made this presentation the way itis today.

Thank you very much for coming.