38
KTV Party IMBA Fall 2006 Semester Marketing Management Group Presentation, January 6, 2007
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.
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