K T V P a r t y
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Transcript of K T V P a r t y
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KTV PartyIMBA Fall 2006 SemesterMarketing ManagementGroup Presentation, January 6, 2007
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Team Members
COTIO, Jovilyn
95933032
LEU, Sally
95933017
CHANG, Hans
95933024
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Introduction
Background
Methodology
Presentation of Data
Summary and Conclusion
Agenda
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The Eight Factors
Song Selection and Sound SystemFood ChoicesCustomer ServiceInterior DesignSanitationAffordabilityAccessibilityPromotions
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Introduction
Background
Methodology
Presentation of Data
Summary and Conclusion
Agenda
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History of KTV
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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%)
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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%)
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FACTOR 1: SYSTEM
Features:Numerous Song Selection OptionsWell-defined Key PadPerformance Evaluation
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FACTOR 1: SYSTEM
FeaturesTouch ScreenOne-touch buttonsVocal effectsBackground effects
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FACTOR 2:FOOD CHOICES
CASHBOX
HOLIDAY
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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
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FACTOR 4:INTERIOR DESIGN
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FACTOR 5:SANITATION
Complete amenities even in the small rooms.
Holiday’s warm color.
Cashbox:
Goodbye, smelly restroom! Hello, sanitized and sweet smelling restroom!
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FACTOR 6: AFFORDABILITY
CashboxRegular Rates varyCleaning: NT$ 150 & upStudent Package: as low as NT$ 209 per head (4 hours of singing, food exclusive)
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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)
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FACTOR 7:ACCESSIBILITY
Cashbox:Emphasizes parking lots
Holiday:Stresses that its stores are near MRT stations
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FACTOR 8: PROMOTIONS Diamond CardLoyalty Points
Party NotebookStudent Discounts
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FACTOR 8: PROMOTIONS
PowerCardLoyalty PointsSong BookStudent Discounts
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Introduction
Background
Methodology
Presentation of Data
Summary and Conclusion
Agenda
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Methodology
Industry and CompaniesTopic SelectionField ObservationWeb ForumDesign of SurveyCollection of DataAnalysis of Data
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Introduction
Background
Methodology
Presentation of Data
Summary and Conclusion
Agenda
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Success Rate
14 83
3
86
100 Sample
Invalid
Valid - Yes
Valid - No
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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
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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
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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
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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
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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
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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
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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
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Introduction
Background
Methodology
Presentation of Data
Summary and Conclusion
Agenda
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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
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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
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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
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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
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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
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Summary and Conclusions
Feedback form appears in the
Song Selection System
Topics covered:
Customer Service
Food
Song Selection System
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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.